New / Emerging Retailers Optimize for Generational Change = J.C. Penney  Meijer  Walmart  Costco  Amazon  Casper Retail Companies Founded by Decade (Illustrative Example), USA, 1900 – 2015 Generational Overlap Generation Z Millennials Generation X Baby Boomers Silent Generation GI Generation 1900s 1910s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s ` Source: KPCB, Retailindustry.about.com (1900s – 1980s), Ranker (1990s), Internet Retailer “2016 Top 500 Guide” (2000s – 2010s) Note: Companies shown above in chronological order by founding year by decade. Companies from 2000s onwards selected as diverse set of fast-growing companies based on web sales data from the Internet Retailer “2016 Top 500 Guide.” Gen Z defined as those born after 2000. In 2015, they are ages 0-15. Millennials defined as those born between 1980 and 2000. In 2015, they are ages 15-35. Gen X KPCB INTERNET TRENDS 2016 | PAGE 57 defined as those born between 1965 and 1979. In 2015, they are ages 36-50. Boomers defined as those born between 1946-1964. In 2015, they are ages 51-70. Silents defined as those born between 1925 – 1945. In 2015, they are ages 71 – 90. GI Generation defined as those born between 1900 – 1924. In 2015, they are age 91 – 115. Note there are varying opinions on what years each generation begin and end.