The Fourth Turning Series - An Exploration

This video begins our exploration into The Fourth Turning. Also known as Strauss–Howe generational theory.

The Strauss–Howe generational theory, developed by William Strauss and Neil Howe, proposes a recurring cycle of generations in American and Western history, each shaping a distinct social mood called a "turning" every 20–25 years. These cycles, or saecula, span roughly 85 years and culminate in a major crisis followed by a period of institutional strength and renewal. The theory identifies four generational archetypes that repeat in order, influencing society’s trajectory.

While the theory has gained attention in generational studies, marketing, and business, it has been widely criticised by academics as pseudoscientific, overly deterministic, and lacking empirical support. Critics argue it oversimplifies complex societal forces and overstates the influence of generational identity over other social factors. Strauss and Howe themselves acknowledged the cycles aren't rigid and may vary in timing, likening them to unpredictable seasons.