What will the next generation of people be like? Generation Z

In the 1990s, Americans Neil Howe (economist, demographer) and William Strauss (historian, writer) independently drew attention to the ever-intensifying conflicts between representatives of different generations. By joining their efforts, they analyzed the history of the United States, as a result of which they found out two patterns:

• generation gap not related to age differences, because with the achievement of a certain age, all people do not acquire common values ​​for this age;
• exist certain periods when most people still have such values.

These findings were the impetus for the creation of The Theory of Generations, which appeared in 1991. The authors of the Theory believe that human values ​​are formed before the age of 12-14 under the influence of social events and family education. The theory also considers the values ​​of representatives of different generations.

Concept definition

TO generation X includes people born in different countries between 1963 and 1983. The term "Generation X" appeared in Douglas Copeland's book of the same name. The term is widely used in demography, cultural studies, sociology, marketing, etc.

X's values ​​were formed before 1993. Strauss and Howe name the most significant factors that shaped the values ​​of Generation X:

• dissatisfaction with the authorities, distrust of the leadership;
• political indifference;
• an increase in the number of divorces;
• an increase in the number of women mothers in the workplace;
• extremely low population growth;
• reduced funding and reduced quality in the educational system;
• problems of the environment and ecology;
• creation of the Internet;
• end of the cold war.

AIDS, perestroika, drugs, the war in Afghanistan can be added to the events that shaped the values ​​of the Russian Generation X.

Generation X values:
- readiness for change;
- possibility of choice;
- global awareness;
- technical literacy;
- individualism;
- the desire to learn;
- informality of views;
- search for emotions;
- pragmatism;
- hope only for yourself;
- gender equality.

Psychological features of generation X

In the psychological portrait of a representative of Generation X, attention is drawn to such qualities as the desire to know oneself and the unwillingness to solve social problems. A relatively high financial position allows the Xs to do what they like, study a lot and engage in self-education, travel, and have a hobby. But this is not a panacea for internal discord, anxiety and restlessness. Psychologists note that representatives of Generation X are more prone to depression than others. Emotionally, X people strive for sincerity of feelings, constancy in friendships and family relationships, they are ready to take responsibility for their neighbor even to the detriment of their own interests.

In their workplace, Generation X is guided by the principle “our whole life is a struggle.” Therefore, one should not expect excessive humanism from them - for example, the previous Generation of Boomers is clearly experiencing the activity of the “Xs”, which rather aggressively remove them from managerial positions. But at the same time, the Xs do not forget about the practical benefits of interpersonal relationships and therefore pay a lot of attention to corporate culture and team building.

Generation - a group of people who were born in a certain period of time and experienced the same influences of the same upbringing and events, have similar values. We do not notice all these factors that act inconspicuously, but they determine our behavior in many ways: how we build teams and resolve conflicts, communicate, develop, how and what we buy, how we set goals, what motivates us.

Sociologists distinguish generation X, Y and Z. After reading this article, you will find out which people should be attributed to one or another of them, as well as what are the characteristics of each of these groups. Of course, only very conditionally it is possible to single out generations X, Y, Z. However, each of them has its own characteristic features, in which they differ from each other. The XYZ generation theory is becoming very popular today. We invite readers to get to know her. Let's start with the oldest group, which is distinguished by the theory of generations.

Generation X

These are people born between 1965 and 1982. The term itself was proposed by Jane Deverson, a British researcher, as well as Charles Hamblett, a Hollywood reporter. The writer fixed it in his work Events that influenced - "Desert Storm", the Afghan war, the beginning of the era of computers, the First Chechen war. Sometimes people born in these years are already referred to generation Y, and sometimes to Z (although the latter were not in the project either). The letter X sometimes combines generation Y and Z.

Features of representatives of generation X

People X in the United States are usually those who were born during the period of the post-population decline in the birth rate. In 1964, Jane Deverson conducted a study focused on British youth. It revealed that people belonging to this group are not religious, enter into intimate relationships before marriage, do not respect their parents, do not love the queen, and do not change their surname after marriage. Womans Own magazine declined to publish the results. Then Deverson went to Hollywood in order to publish a book with Charles Hamblett. He came up with the name "Generation X". Douglas Copeland, a Canadian writer, appreciated this spectacular title. In his book, he fixed it. Copeland's work focuses on the anxieties and fears of people who were born between 1960 and 1965.

Generation Y

Different people can be attributed to this generation, if you rely on different sources. Some argue that this is everyone born since the early 1980s. Others believe that the border should be drawn from 1983 to the end of the 1990s. And some also capture the early 2000s. Another option (perhaps the most convincing) is from 1983 to the late 1990s.

It should be noted that for this reason, 2 people who were born with a difference of only 1-3 years can be attributed to different generations. More like the truth is that even two people born on the same day can belong to different generations. It depends on the cultural context, growing up environment, technological, educational and social opportunities of these people.

Generation Y traits

The term "Generation Y" was coined by a magazine called Advertising Age. The formation of the worldview of its representatives is believed to have been influenced by the collapse of the USSR, perestroika, terrorism, the dashing 90s, wars (in Chechnya, Iraq, etc.), the international financial crisis, unemployment and rising housing costs, pop culture, television, video hosting and torrent trackers, the development of the Internet and mobile communications, social networks, computer technology, video games, meme and flash mob culture, the evolution of devices, online communication, etc.

The main thing that can characterize this generation is its involvement in digital technologies, as well as the philosophical paradigm of the millennium (new millennium). In addition, it is characterized by a new round of division into conservative and liberal views. Perhaps most importantly, the desire to delay the transition of its representatives into adulthood, which is actually the concept of eternal youth (not without depressive interludes).

Today in sociology there is an acute question of what should be considered adulthood. Larry Nelson suggested that generation Y, because of the negative example of their predecessors, are in no hurry to take on the obligations of adulthood. On the one hand, this is true and logical. However, on the other hand, this does not take into account the fact that Y people already have different brains. Evgenia Shamis suggested that generation Y does not and cannot have heroes, but there are idols, and later representatives of this generation will become heroes for new ones. Also, people belonging to Y have a special attitude towards corporate culture. They expect benefits and results from work, prefer a flexible schedule, strive to adjust working conditions to fit their lives, etc. They realized that life is diverse and beautiful, and hierarchy is a convention.

Generation Z

Until recently, Generation Y also included people who were born before the early 2000s. And only now, after a series of studies, many university journalists and professors, realizing the discordance of the "tree of generations", began to understand that it is incorrect to combine today's twenty and thirty-year-olds into one group, since significant differences between them are visible.

Generation Z - people who were born in the early 1990s and in the 2000s. It is believed that their social and philosophical outlook was influenced by the global economic crisis, the development of mobile technologies, Web 2.0. Its representatives are considered children of generation X, and sometimes Y.

The fundamental property of the new generation

The fundamental property of the new generation is that it has high technology in its blood. It treats them on a completely different level than even representatives of Y. This generation was born in the era of postmodernism and globalization. It accumulated features of predecessors close in time, as well as features that we already feel, but are not yet able to articulate precisely. It will be easier for us to do this in 10-20 years. However, the "building material" is the denial of hierarchy, arrogance, narcissism and selfishness.

Possible Scenarios for Generation Z

It is still not easy to look beyond the horizon in order to understand why these qualities are needed for human evolution. It is likely that they will begin to serve something that is not fully understood even by today's thirty-year-olds. One can only tentatively assume at the present time that, having recovered from illnesses, this generation accused of narcissism and selfishness will take steps towards a balanced lifestyle of the future. He is characterized by work for social benefit and creative pleasure, the creation of a family out of personal feelings, and not because being alone is considered indecent in society, the decision to have a child not in order to avoid loneliness in old age, but in order to convey life values ​​to him. For generation Z, negative scenarios are also possible.

Much can only be clarified by time. After all, the oldest representatives of this generation were barely 18 years old. However, they are already infamous. Marketing companies and the media announced that this generation is "screen-dependent" and their attention span is very poor. The salvation of the world and the need to correct the mistakes of the past are also thrown on their shoulders.

Note that the theory of generations often does not have sufficient scientific accuracy, and research in this area is a confusing process. This also applies to recent scientific articles. Many recent studies focusing on the theory of generations are full of stereotypes and prejudices. Generation Z doesn't deserve to be treated so unfairly. Already now, this group makes up about a quarter of the population, and by 2020, about 40% of consumers will fall on it. Therefore, it is extremely important for companies to understand this generation.

"Eight Second Filters"

If recent research is to be believed, it can be noted that generation Z has reduced attention span to 8 seconds. They cannot focus on anything for a longer time. However, it would be more correct to speak, rather, about "eight-second filters". Representatives of this generation grew up in a world where the possibilities are simply endless, but there is not enough time for everything. That is why they have adapted to the need to evaluate and sift through huge amounts of information very quickly. In mobile apps and the web, they rely on sections and tabs for the most recent and trending content.

Follow the Curators

Representatives of this generation follow the curators. They trust them, trying to figure out where the most relevant information and the best entertainment is located. All of these tools are essential to Generation Z in order to reduce the potential choice from a multitude of options.

However, if this group finds something worthy of their attention, its representatives can become dedicated and very focused. The Internet in their era allowed to study any topic deeply and learn a lot from like-minded people.

This generation's radar is set to find what's worth their time. In order to win their attention and overcome these filters, you need to provide experiences that are immediately beneficial and highly entertaining.

Social interactions

Generation Z is often portrayed in the media as a group of socially inept netizens. Older people cannot understand why young people spend so much time online. However, in reality, this generation is under enormous pressure: they need to be able to manage both professional and in order to be able to fit into reality and stand out at the same time.

Influence of social media

Generation Z on a personal level strives to be immediately accepted and approved through social media. It is here that important conversations take place, where their peers are. With the help of social media, they manage multiple identities in order to be able to satisfy each of the audiences, as well as reduce the risk of conflict.

Generation Z, on a professional level, is very attentive to the negative stereotypes that plague Generation Y. They strive to stand out with their ability to survive and work hard offline.

Gen Z is caught between two forces: they need social media to build their personal brands, but they don't want social media to define who they really are. Those who belong to generation Z strive for the approval of society, but do not want to be differentiated in the sense of the profession.

Entrepreneurial spirit

Generation Z has also been dubbed the "entrepreneurial generation" by the media. This emphasizes the desire of their representatives to build their startups, and not be immersed in a corporate routine. Although this generation values ​​self-employment, many people in the Z group tend to be risk-averse. They are pragmatic and practical. The entrepreneurial spirit allegedly inherent in them is more a kind of survival mechanism than an idealistic pursuit of wealth or status.

While Generation Y has often been criticized for not being focused enough, Generation Z wants to plan for the long haul. Parents belonging to X (individualists who rely on themselves) strongly influenced them. They want to avoid the mistakes made by their Y predecessors.

In order to get rid of their inherent anxiety, they want to find work in growing areas that are not very actively automated: medicine, education, sales, etc. In doing so, they develop fallback options in order to apply them in case the labor market changes quickly.

The truth is in the middle

Society tends to either criticize youth for doing things differently or romanticize it. However, in reality, the Zorro generation (Z) is somewhere in the middle. Its representatives are faced with problems that arise at a certain stage of life for everyone: separation from their parents, the beginning of a career, the formation of a personal identity. However, they have to do it in a fast paced technological age.

So, you briefly got acquainted with such an interesting topic as the theory of generations. In Russia, it was adapted in 2003-2004. a team led by Evgenia Shamis. The very same theory originated in the United States. William Strauss and Neil Howe are considered to be its authors. In 1991, the Howe-Strauss theory of generations was created.

Generation Z in Russia, this is approximately 21 million boys and girls who were born between 2001 and 2010. These children and young people do not know a world without financial crises, the Internet and cell phones.

Their life position, principles and values ​​are not at all the same as those of those who were born earlier. There is an opinion that people of generation Z will represent the most active, resourceful, knowledgeable and entrepreneurial population. Until they are fully formed into a full-fledged workforce, we offer you some facts and characteristics of generation Z for your acquaintance. This information will help you get to know the representatives of this generation better, determine what is important to them, as well as how to hire them and offer them your services.

The best workers are enterprising employees. They are full of new ideas, they are ready to work hard and take responsibility. But they are also the most dangerous - sooner or later they decide to work for themselves. At best, they will simply leave and create their own business, at worst, they will take your information, a pool of customers and become competitors.

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Theory of generations X, Y and Z

In 1991, American scientists Neil Howe and William Strauss developed the Generational Theory. A generation is a set of people born in a certain period of time, exposed to the same external factors, incidents, methods of education, with similar life priorities.

We do not realize the impact of these priorities, values, but they largely determine our life: the manner of communication, ways to resolve conflicts and create teams, development paths, shopping, motivation, setting goals and managing people.

The formation of values ​​occurs at a very young age (up to about 10-12 years). Over the next years, their transformation or even a radical change is possible, but this is practically unrealistic without the influence of important events in the world, society and the life of the person himself.

In this theory, periodic generational cycles are singled out and described. One cycle consists of four generations. The phase of time during which people of one generation are born is approximately 20 years, respectively, the duration of one cycle is about 80-90 years. When the cycle comes to an end, a new generation begins, with values ​​and traditions characteristic of the first generation of the previous period. Children who were born at the intersection of generations absorb the priorities of the two groups and represent a transitional or echo generation.

Generations of a new cycle duplicate the main features of the corresponding generations of previous cycles, so the generational change is compared with the seasons and is divided into the following types:

"Autumn" (Heroes) - active, self-confident warriors who mainly fight for existing values, and do not create new ones.

"Winter" (The Fitters) are lonely, indecisive, even weak conformists who choose an adaptive way of life.

"Spring" (Idealists) - rebels, activists who change the world around them and create a brighter future.

"Summer" (Reactionaries) - changeable, caustic, deceived by false hopes for the happy functioning of the existing system, nihilists.

At the moment, the generations of the following types are distinguished:

1. Generation G.I. (born 1900–1923)
2. Silent Generation (born 1923–1943)
3. Baby Boomer Generation (born 1943–1963)
4. Generation X (born 1963–1984)
5. Generation Millennium, or Y (born 1984–2000)
6. Generation Z (born in 2001)

Generations X, Y and Z and their characteristics

Generation X(Unknown generation). They were born in 1963-1984 (“summer”, “nomads”). Their personalities were formed in the conditions of the Cold and Afghan wars, informational isolation, drugs, AIDS, total shortages, stagnation in the economy, and the beginning of perestroika. A flood of divorces swept across the country, which made Gen Xers more flexible in their relationships with others, and the constant absence of parents from home due to busy work more independent.

Baby Boomers didn't see raising children as their life's mission. In their opinion, a child who independently copes with the difficulties that have arisen will be happier than a refined child. Therefore, in childhood, the Xs rode bicycles and scooters around the city, heated their own food and knew how to cook the simplest dishes in case their parents were again delayed in the service.

The consequence of such a childhood was constant mobility, readiness for reforms and confidence only in one's own abilities and own experience. Generation X people are very reluctant to seek help. Most of them are introverts, they try to avoid large events and crowds. Even when choosing a hobby, the emphasis is on non-team sports: as a rule, boxing and wrestling for boys and figure skating and gymnastics for girls.

The main life priorities are time and the right to choose. The greatest pleasure for the people of this generation will be the work that allows you to create and not limit your imagination and originality of thinking. The best rest is a quiet pastime in a boarding house, sanatorium, on the beach.

At the same time, people of generation X are cynical and entrepreneurial. For them, the definition of "patriotism" loses its meaning, since they were brought up behind the "Iron Curtain", in isolation from the influence of other countries. The homeland for them is the family, children and the immediate environment.

Generation Y(Network Generation, Millennium Generation, since its representatives are already graduating from schools in the third millennium). This is the population that was born in the period of "autumn", 1984-2000 ("heroes"), which, according to the theory of generations, have similar characteristics to the GI generation.

The main historical events in the period of their formation as individuals are the collapse of the USSR, regular terrorist attacks, epidemics of the latest diseases. And all this happened along with the rapid development of digital, communication, information and biotechnologies. Y-and are simple-minded and prone to collective activity. Generation Y people are well versed in computers, so it is easier for them to find a soul mate many kilometers from their settlement than to keep in touch with their nearest neighbor.

Scientists call the Y-s "thumb generation" from the habit of texting with the thumb while holding the phone in one hand. For them, there is practically no difference in the virtual and real world, since they combine them in their lives without unnecessary difficulties, spending daily time in correspondence, blogs and computer games. These are gentle, spoiled creatures, practically devoid of the independence that their parents possessed. They formed a well-known, but at the same time convinced of their indispensability and significance generation.

They do not believe in future rewards, it is important for them to receive the due payment immediately. For people of this generation, a sense of duty and high moral standards play a more important role than for the previous generation. Yi is a generation of brands well versed in fashion. Fashion is their principle, and the main goal in life is to get the maximum pleasure from everything they do. Adrenaline and positive emotions are what generation Y want to feel even from playing sports. The most preferred sports equipment is roller skates, a skateboard or a bicycle.

Generation Z(Generation Z, Net Generation, Generation M, Internet Generation, digital generation, lost generation, winter period). These are guys who were born starting from 2001-2003 (according to versions of various sources). Generation Z children live in times of regular economic crises. The forces of the authorities are becoming stronger, the state is gaining more power and influence. Large networks absorb small firms, everything powerful grows stronger, and the weak perishes. Humanity is constantly on the lookout for terrorist attacks and deadly new epidemics such as swine flu or Ebola.

An important characteristic of generation Z is their parents, already elderly representatives of generation X and young Y-and. What was previously called "future technologies" or "new technologies" for generation Z is their present. This is the biggest difference from generation Y, whose young years were before the technological boom.

Characteristics of Generation Z

Feature 1. Accustomed to the ease of access to information.

All people over 30 from a young age are used to waiting and remembering. All cartoons and TV shows could only be watched at certain times. There was no Internet, and the story of interest could be watched only at the time scheduled by the television channel. It was customary to know the phone numbers of relatives and comrades by heart so as not to carry the phone book with you all the time. Everyone was in constant expectation of something, in a hurry and taught! Everyone except Generation Z.

Generation Z technologies are digital and mobile inventions. These guys do not need to memorize numbers (why? after all, everything is recorded on the phone), wait for their favorite programs and films (why? after all, there is cable television and high-speed Internet).

It would seem that all the advantages of the availability of information, which previous generations could only dream of, deprived the representatives of generation Z of the need to remember and know many things. Therefore, they are unlikely to remember the dates of significant events for our country, the authors of great works and mathematical formulas ...

But generation Z analyzes a significant amount of information without any problems and quickly finds the necessary answers.

Feature 2. They do not like rigid schedules and schedules.

Older generations could not imagine their lives without a strict schedule. To kindergarten - by 8.00, to the lesson - by the first call, work - from 9.00 to 18.00, evening news at 21.00. The generation born in the 1990s did not adhere to such rigid frameworks. Therefore, when generation Z was just born, a system of conscious motherhood came into life, mothers preferred to raise their children themselves, not sending them to kindergarten, the school schedule and the authority of teachers decreased, and you could watch your favorite cartoons at a convenient time.

As a result, representatives of generation Z do not understand why they work in the office on a strictly scheduled basis and why they need to “plow” the whole working day, and not when there is strength and inspiration.

For generation Z, work is a set of goals and tasks that need to be completed within a certain time frame. Something like a familiar computer situation in which the hero must find a treasure, coping with all the difficulties, otherwise his princess will be eaten by a dragon. Until the evening, the hero can do nothing at all, because the condition is this: you need to complete all the tasks BEFORE dark. And Generation Z is not accustomed to doing something in advance, BEFORE the set time.

Feature 3. Frivolity in relationships.

Generation Z, whose characteristics are significantly different from older generations, perceives relationships, both friendly and work, very nonchalantly. Z has several hundred friends and followers on social networks, and they will not hesitate to add their boss as “friends” and comment on his photos without a drop of doubt or embarrassment.

This frivolity in relationships makes Gen Z hard to forge strong bonds. If suddenly they ceased to feel comfortable at work, then without unnecessary worries they will write a letter of resignation. Moreover, representatives of Z-s do not recognize the hierarchy and will not obey simply because this person is the leader.

But they have an undeniable advantage - a wide circle of contacts, respectively, and general erudition. Almost every member of generation Z has among his friends a doctor, a teacher, an insurer, and a bank employee. Each of them, without hesitation, Z will consult on the right issue. Thanks to the active use of social networks, this generation is always up to date with the latest developments in the field of fashion, the film industry, modern technologies and developments, and the political situation. Generation Z is actually a source of information. The most important thing is to know how to use it.

Feature 4. No interest in careerism.

Millennials planned their lives for years to come. Acquiring or building a home, landscaping, buying a car, career growth ... The psychological characteristics of generation Z are such that even the thought of planning disgusts them. Living only for today and now is their principle.

As soon as a representative of this generation loses interest in work, he will leave even the most successful and profitable project without regret. Zs are able to trade the proposed promotion for a downshift if they suddenly get carried away with it.

It should be borne in mind that generation Z goes to work not for the sake of a prestigious post or a big salary, but to complete an exciting task. If you can interest him, you will get an enthusiast who is able to work on an irregular schedule and for low pay.

How to work with Generation Z

Provide them with parental care

Generation Z, whose formative years taught them to be independent, start earning money from the age of 16, and at 20 they already consider themselves adults and independent. But it's not. According to research by analysts at Sparks & Honey, 60% of this generation manage to change three jobs by their 20th birthday, but 95% have not yet moved out of their parents.

Z-s are not ready to solve the problems that arise in any adult. All their lives they acted according to the plan of their parents. Mom and dad decided for Z which club he would go to, what sport he would do, what extra classes he would take, what subjects he would go to a tutor and what exams he would take of his choice. The grown-up representatives of this generation still want their lives to be planned by other people. Therefore, in order for them to successfully complete the tasks, everything must be painted in detail, dividing into points. As it was in childhood.

Don't: "Prepare a sales report for our branded office supplies."

Do: “By next Wednesday, report on the sales of our branded office supplies. In this report, you need to enter a graph of curves relative to last year's sales. You can get the initial data from Anna, Vladimir will help with the calculations, Eugene will make the graphs. This report is very important, it will be presented at the meeting with investors. Nikolai will control the execution of the task.

In the first option, a member of generation Z will search the Internet for how to make a report. He will try to fit his data to the examples found, will do something somehow, just to deal with this task.

And if you use the second option, then Z will complete the task, clearly following the instructions, taking into account the deadline. But at the same time, it will fit responsibly and creatively, for example, by creatively designing a presentation.

Generation Z, unlike Y-s, does not consider strict limits to limit their imagination. Here is how Y thinks:

Assignment without limits → “I can do better than others” → does it to your taste → manager is dissatisfied and annoyed → assignment needs to be corrected → Y is annoyed.

Here's what Generation Z thinks:

Assignment with restrictions → “I will do it right” → add some imagination → the assignment is within the limits, but unusual → the boss is satisfied → the assignment is closed → Z is a good “son”.

Generation Z projects the task into their childhood. Y-"mother" sets the task. Z is calm because he knows that Y is on his side. This is a familiar and calm situation. And in peace Z works well.

Invite them to become supermen

Generation Z and other generations have different motivators for task performance. For Z-s, interest is of great importance. The main components of their comfort are the absence of boring frames and the presence of an interesting task.

This can be easily seen in the following example. Students of the Institute of Agriculture were sent to practice at the agricultural firm. For the successful completion of the second course of study, it was necessary to fill out an animal observation diary. The students completed the task, but they did it lazily and dishonestly.

Then the chief engineer had the idea to invite the students to take part in the work on creating a system with artificial intelligence. He explained that the purpose of the system is to reduce resource losses. In order for the system to fully function, data collected by trainees is necessary. After that, the students became more responsible for the task and gave productive suggestions for optimizing the system.

Generation Z has the advantage of being able to handle multiple tasks simultaneously without losing quality, and in a short period of time. But they are unable to complete the task if they do not understand its essence. They need to know what needs to be done, why and how it relates to the firm's goals.

Don't: Create five different product packaging options (for multiple audiences) and send to marketers.

Do: We plan to expand, so you need to come up with five packaging designs. By introducing a modified packaging, we will be able to attract new consumers.

The representative of generation Z in the first case will complete the task, but will rely only on his thoughts and preferences, and in the second case he will perform as the management expected. Z will monitor a significant amount of information, highlight the main points and create a new solution.

Generation Z will take a few consultations from their fellows and social media experts, which will save time. Y may be much more educated and erudite than Z, but will spend more time on the same task. Z has a hard time remembering information, but he knows where to find it. He will quickly complete this task. Speed ​​is a reflection of Generation Z.

Clearly dictate the rules of your game

For Generation Z, there is no hierarchy even in working relationships. They treat their colleagues and management in a friendly manner. Z will not be shy and if a question arises, he will consult not with a colleague, but through a message to his boss. It is necessary to take into account when working with representatives of generation Z that they will respect Y as a person, and not as a leader.

Z does not like to live according to the schedule, adjust to the schedule, work within the normal working hours, because he believes that one should work by inspiration and convenience, and not by order.

Z imagines work as a combination of tasks that must be completed conscientiously and on time. Time is the only valid limiter. Failure to meet the deadline will result in punishment, as it was in childhood.

Don't: Prepare tender documents for me and respond to consumer complaints.

Needed: Tender documentation should be ready by Monday morning: terms, conditions, our recommendations, presentation. You have until Tuesday evening to review and respond to customer complaints. You must first provide me with a draft report. Don't forget we have late fees.

In the first case, Z will complete all the tasks, but even if he knows that it is urgent, he will not rush. In the second, the documents will be prepared on time. And if he is late with the change and receives a fine, he will take it calmly.

Z people do not accept strict control over themselves, but at the same time they work calmly under restrictions (deadlines, fines, etc.), perceiving this as special conditions for a computer game.

Offer tasks designed for quick results

Generation Z are realists. They saw how the plans of older Ys were broken, so they don’t want to take on unsolvable tasks so as not to worry in the future. Zs are determined to win and do not like to experience defeat at all.

Ambitious tasks are not for Z-s, this is the prerogative of Y-s, who are very eager to fulfill them, but so far unsuccessfully. If you set an ambitious task for Z, then you need to divide it into smaller and achievable goals.

Don't: Our firm's profits must be increased by 50% by next year.

Do: You should identify the factors that limit the company's sales, and get rid of them. Then determine what innovations will affect the increase in profits. At the same time, think about how to reduce the current costs (terms and level of responsibility should be set for each task).

In the first case, the Z people will come to the conclusion that the Y-boss is nitpicking and deliberately sets impossible tasks. In this situation, it will be easier for them to quit and start looking for a new job. And in the second case, they will try to complete the tasks as soon as possible in order to report to Y.

Z, unlike Y, is not career-focused. It's too long and boring for him. He works for the sake of interest, and not for career growth and money. Remuneration is a nice bonus, thanks to which you can buy vouchers, courses and pay for entertainment. Z is not a creator, but a performer who is interested in solving tasks like a puzzle.

Promise rewards

For Zs, the value of the reward is not important, but the lack of encouragement at the end will devalue the task itself. The award may not be too big and conditional, but its presence is mandatory.

The Yandex company offers its employees comic promotions. After a year of work in the company, a person is assigned the status of “guardian of the coffee point”. The longer the service life, the higher the comic position. Such “titles” do not bring any advantages, but according to research by Milenian Branding, it became known that generation Z would prefer a minor career advancement after a certain period of time than a high position who knows when.

Generation Z people need to know their immediate future. They are used to living in comfort and peace. The Zs need to know not only the time needed to solve the problem, but also the date when the first victory will be achieved.

No, after completing the internship, we will consider your candidacy and, if you are completely satisfied with us, we will accept you full-time.

Need: we are ready to take you on an internship. If during it you show yourself well, then at the end we will raise your wages and accept you with a probationary period. If you do not complete the tasks, we will be forced to fire you. And if you are proactive and diligent, you will be enlisted in the state.

In the first case, Z will get scared and continue looking for a job, and in the second case, Z will work hard to prove himself and reach the next stage.

Generation Z people are focused on achieving quick results. They expect success after the first effort. The next step may be more difficult, but is also doable and time bound.

7 tricks on how to adapt to generation Z for the good of the company

Sometimes it seems better not to do business with Generation Z: they are capricious, lazy and poorly motivated. Moreover, the generation after Z will soon come - incredibly talented Alpha geeks, from which promising leaders will grow.

Z people are thinking performers, they are malleable and easily transform into serious workers.

1.Write clearly, point by point, speak briefly, explain clearly. According to Microsoft employees, Generation Z children only listen to new information for eight seconds. They are unable to concentrate on long messages. The oral task should consist of approximately 25 words and be divided into sub-items. Each paragraph should also be a maximum of 25 words. does not remember information well, because he knows that everything can be found on the Internet. A written task will help you remember the details.

2.Outline the problem in the form of a comic strip. The new generation perceives images better than words. Illustrated tasks and video instructions for them are more effective. This also applies to larger tasks, such as the company's development strategy.

3.Put likes. Z has been praised by relatives and teachers since childhood. For all their achievements, they were awarded prizes, even for photos on social networks they are given likes. -s cannot work without encouragement and praise. The reward does not motivate them to better solve the problem, but its absence knocks them out of the working rhythm.

4.Don't deprive them of their gadgets. According to research by Childweez, he uses all modern gadgets every day. Setting the task in the form of a program has a greater impact on them than a meeting. Introduce modern technologies into the work of the company, do not prohibit the use of social networks and do not force you to keep only paper documentation. This will increase the performance of Z-a.

5.Give them leisure. This generation is used to having fun. Information should not be presented in an instructive manner, this will only turn Z-in away from work. Allow them to develop and learn as they wish, which will increase their commitment to the firm.

6.Look for friends for them. Despite all the virtual friends, the Zs are lonely. There is no substitute for live communication. only looks liberated and sociable, but in fact they have practically no skills in building relationships. Involve them in the team, let them feel their involvement in the team.

7.Set a clear deadline. Generation Z people understand the importance of timelines, but they often break them. Set strict deadlines and penalize violations. After the establishment of such control, irresponsible workers will be eliminated themselves.

It often happens that certain misunderstandings appear between modern generations. We quarrel with our children, both because of global things and completely unimportant little things. In order to understand why this happens, it is advisable to consider the well-known theory of generations. Scientists around the world have been doing research on similar topics for quite a long time. After all, everyone understands that the huge difference between those people who were born with a difference of just a couple of years cannot be caused just like that. Of course, there are special reasons for this.

Scientists are sure that it is simply impossible to characterize modern people by combining them into a single whole. That is why the theory of three generations arises: x, y, z. Each of them deserves special attention, and therefore we offer a closer look at all these features.

Generation X

Other names: Xer, Xers, Generation 13, Unknown generation. Born in 1965-1982.

The term was first proposed by British researcher Jane Deverson and Hollywood reporter Charles Hamblett, and was fixed by writer Douglas Copeland. This generation was influenced by a significant number of important events: the Afghan war, Operation Desert Storm, the beginning of the era of personal computers, the first Chechen war. Sometimes people born in these years are classified as generation Y and even Z (although the latter were not included in the project), and sometimes they try to combine millennials (Y) and MeMeMe (Z) with the letter X.

If we talk about the country that actually first introduced this term to the world, then the United States usually refers to Generation X people who were born during the decline in the birth rate that came after the population explosion.

A study of British youth conducted by Jane Deverson in 1964 year for Womans Own magazine, which showed that young people "sleep with each other before marriage, are not religious, do not love the queen and do not respect parents, do not change their last name when they get married." However, the journal refused to publish the results. After that, Deverson went to Hollywood to publish a book with reporter Charles Hamblett. It was he who came up with the name "Generation X". Canadian writer Douglas Copeland liked the catchy title and cemented it in Generation X: Tales for an Accelerated Culture, which dealt with the fears and anxieties of people born between 1960 and 1965: they talked about the loss of cultural connection with the Baby Boomer generation (a generation that arose in post-war times and was driven by a population explosion).

What are the characteristic features?

Generation X is the new “lost generation,” like all generations before them, who grew up at a time when social institutions were weakened and lost trust. During this period, individualism flourished again. And the main factor for the anxiety of this generation is the loss of orientation to spiritual values. And, it's not just that all the best positions are already taken by baby boomers. It doesn't matter, because in fact, the problem is that these positions are not of interest to the Xs at all. What was valuable for the previous generation (home, work, family as a unit of society) now seems petty and not worthy of attention. They lose faith in the universe, it seems to them corrupted, rotten and even hostile. However, even more worrying is not that there is no alternative to this world, but that they themselves are simply not capable of building this alternative. Therefore, this generation is constantly searching for something better in the world and its place on Earth.

It is worth noting that their distinguishing features are that they are skeptical of everything that surrounds them, and therefore they choose the ability to rely solely on their own strengths. They are characterized by alternative thinking, as well as high awareness of absolutely everything that happens in the world. At the same time, X's are extremely flexible, it is not a problem for them to somehow change. Their main goal is to work hard and achieve individual success. After all, this generation no longer sees the point in building any collective goals and objectives. The success of each individual is much more important than teamwork.

However, all this is only about Western culture. And I must say that it was quite different from how the worldview of generations was built in the conditions of the USSR. Of course, this contrast is due to political, economic and cultural factors. Therefore, it is not appropriate to consider Generation X exclusively through the prism of the Western world.

So how was it with us?

If we talk about X's from the times of the USSR, then they also appear in 1964-1984. This period is characterized by economic instability and a great propensity for the emergence of new, even more global crises.

In these times there is a huge problem with drugs and AIDS, the psychological state of people after the war in Afghanistan is extremely affected. There is a trend of divorce, and therefore, one could see a large number of single mothers. The latter, in turn, did not have the opportunity to exclusively stay at home and take care of children. After all, they had to be provided for, so the number of women in factories and factories grew, this ceased to be news to others. In addition, all these factors have led to a significant decline in the birth rate.

The USSR generation of Xs grew up extremely active, with a great need to give their love to others. Therefore, it is not surprising that the next generations do not much understand the excessive attention or patronage of Xs. And they, in turn, simply want to give their children what they did not receive from their parents (many of them were children of the war, worked hard and did not have time for guardianship or care). This need was sometimes so strong that women tried at all costs to find a partner, even if he was prone to aggression or had an addiction to alcohol.

In general, this generation grew up in a difficult time of conflict, instability and other things. Therefore, they are most prone to depression, inner feelings, emotional instability. However, self-knowledge and self-development remain simply necessary for Xs.

Millennials (or Generation Y)

Other names: Y Generation, Millennium Generation, Peter Pan Generation, Generation Next, Network Generation, Echo Boomers, Boomerang Generation, Trophy Generation.

Various sources refer different people to this generation. Some say that this is all born since the early 80s. Others specify: from 1983 to the end of the 1990s. And still others capture the early 2000s. The second option is from 1983 to late 1990s- perhaps the most persuasive.

The term was coined by Advertising Age magazine. It is believed that the formation of Ygrek's worldview was influenced by: perestroika, the collapse of the USSR, the "dashing nineties", terrorism, wars (in Iraq, Chechnya, etc.), the international financial crisis, rising housing costs and unemployment; television, pop culture, torrent trackers and video hosting, the development of mobile and Internet communications, computer technology, social networks, digital media and video games, flash mob and meme culture, online communication, the evolution of components, and the like.

Characteristics:

One of the most noticeable features of Ygreks is their dependence on knowledge that they find not in books from libraries, but on Internet resources. This is a generation that loves to learn, but the process for them is completely different from the X's. Education for Millennials is something interesting and original. They absolutely reject the already outdated canons, because at the time when the information age comes, the value of information itself changes. What previously could only be learned from teachers and lecturers is becoming much more accessible for Ygreks. This leads to another feature of this generation - excessive trust in the information presented on online services, especially without any censorship on it.

If we talk about education, then it is increasingly losing its meaning. The Greeks leave institutions and do not see the point in them, because the professions they are studying for are either already outdated, or will become so in the foreseeable future. In addition, they do not inspire confidence in the teachers themselves, most of whom follow outdated methods. The gamblers who saw how their parents with higher educations had to go to trade in the market or do something similar simply became disillusioned with education. They are more interested in self-development.

Millenniums pay considerable attention to their own comfort. For them, self-realization comes to the fore. It cannot be said that they are not interested in the family, however, career growth still remains in the first place. This is also because the Greeks live in conditions of constant instability, they do not know what will happen tomorrow, and therefore do not see the point in planning anything for the future.

Characteristic for this generation and the theory of "eternal youth". Millennials are trying to delay the moment of the arrival of the stage of growing up until the last. This situation is connected with the fact that being an adult means taking responsibility. And this does not fit into the plans of the Igrekovs. However, such a tendency is characteristic of this generation solely because they saw all the mistakes of their parents, and therefore simply refuses to be responsible for anyone's future.

In general, Ygrek is a generation of freethinkers. Some kind of hipsters. They love freedom, value it the most. They follow modern trends - in fashion, food and digital trends. Glamorous hangouts, constant “movement” with like-minded people is the best option for relaxation. However, their negative characteristic is that they want to have everything at once. If a career is something very important for them, then long-term development, professional growth is something completely meaningless. The Greeks were never interested in the hard work and long process of getting the best position. They want everything right here and now. In addition, profitable acquaintances are not the last place for them, because, in their opinion, this will help much more than higher education. This generation does not like strict limits, and therefore flexible working hours and comfortable working conditions are indispensable conditions for high productivity of Millenniums.

The same can be said about money, for Millennials, it is the path to opportunity. There is money - there is also a road to success. Therefore, in addition to being individualists, they also have a thirst for everything material.

Of course, social networks deserve special attention of the Ygrekovs. Virtual reality is what they need for a successful existence. On such online platforms, you can create a new image for yourself, even if it does not exist in real life. Millennium love to find friends according to their interests, and in the social. networks is the easiest to do. As for food, they know absolutely everything about the amount of calories, proteins, fats, carbohydrates, however, they often do not even suspect the origin of products and their composition.

Despite all the possibly negative features of this generation, it is interesting and extraordinary in its own way. The Greeks have a fairly positive mindset, they believe that life is beautiful and diverse, and that all people are brothers. From work, they expect significant results, and therefore give all the best. However, it is important for them that what they do is a real passion.

Generation Z (Generation Z), or Generation YAYA (Generation MeMeMe)

Other names: Generation YAYA, Generation Z, Net Generation, Internet Generation, Generation I, Generation M (from the word "multitasking"), Homeland Generation, New Silent Generation, Generation 9/11

So, Generation Z (or Generation YAYA) are people born in the early 1990s and 2000s (Business Insider writes that Gen Z is born from 1996 to 2010). Their philosophical and social outlook was influenced by the global financial and economic crisis, Web 2.0 and the development of mobile technologies. Generation Z is viewed as the children of Generation X, and sometimes also as children of Generation Y, that is, millennials.

Characteristics:

The Zeta generation is a prime example of people who emerged in times of great globalization and postmodernism. Their characteristic feature is that with all modern technologies they are on “you” from early childhood. Moreover, it often happens that the baby has not even learned to speak, but knows perfectly well how to turn on the computer and open his favorite game. So, the Zetas are the children of the internet and modern technology. Due to this, they did not have a typical childhood "in the yards", and therefore they are not team players, they need to be taught this.

This generation is distinguished by the absolute absence of a clearly defined life position. Unlike all of their predecessors, the Zetas are not motivated by money or career advancement. Moreover, they are completely independent and constantly need someone to point out to them what they should do. However, freedom-loving enough, they cannot be forced to do anything. After all, they will never do what they do not wish themselves. Even from childhood, it is important for them that their opinion is listened to. They like to learn, they quickly learn new knowledge. Large amounts of information do not present any difficulties for them.

The vast majority of knowledge they receive from Internet resources. However, there is a problem here. The outlook of the Zetas is quite superficial. Due to the fact that they do not see the point in school or university, they do not receive basic knowledge and skills. Everything they learn online is purely situational. Despite this, the Zetas are distinguished by their incredible multitasking and creativity. They love to find solutions from difficult situations and solve the most unusual problems.

There are enough negative traits in their character. They have a tendency to whims and tantrums, they want everything to be exclusively as they say. They have a pronounced arrogance, selfishness and narcissism (remember only the culture of "Selfies").

Generation Z are travelers. They do not need comfort, work and money. They strive for everything new and unknown. Therefore, they will not care where to spend the night, what to ride (even hitchhiking), and the sense of danger is completely absent. The main thing is the emotions that they can experience.

Quite often the Zetas oppose bad habits (smoking, alcohol) and are also vegetarians. They believe in world peace, strive to solve environmental and social problems.

How to win the attention of the Zetas?

One thing is for sure - they need to be motivated. Everything they do requires a reaction from others, whether negative or positive. The main thing is attention to their personality, they are simply eaters of emotions. All the tasks that you set for this generation must be formulated clearly and in detail. But for each completed - immediately give a reward. They do not like to work for the future result, they need motivation for each completed task. Even though the Zetas are individualists, they also love parties and co-working, so they should always be involved in teamwork. In order for their work to give the best result, it is necessary to offer them creative tasks that are most interesting for the most zetas. In addition, make sure that they really consider their activities useful to others.

So the generations are very different. Therefore, when communicating with your children or parents, it is necessary to take into account all the features characteristic of this generation, in addition, take into account events that could affect a person. Thanks to this, it will be possible to avoid possible conflicts and maintain excellent relations with each other.

About Generation Z - children born after 1995. According to the researchers, they, like millennials (modern 20-year-olds), are different from all previous generations born before the digital revolution. We studied the presentation and figured out what makes Generation Z children special.

They are younger. Much younger

Logan LaPlante, 13-year-old modern education theorist, already speaks at TED

Generation Z is a code name for Americans, born after 1995 and under the age of eighteen. Generation Y that preceded it (or "millennium generation") has been the subject of the most intense research in history. Marketers alone have been focusing on it for more than a decade. But Generation Z is not only different from the millennial generation, but in many ways is its complete opposite.

More than a quarter of the American population (25,9 %) - representatives of generation Z, and with each child born, this proportion is growing. Approximately 361,000 babies are born in the US every day. The number of children in a country influences the home goods market because it determines the consumption behavior of their mothers. According to surveys, 74% of the latter recognize the influence of their child on their choice of clothes, and 55% - a mobile phone.

They are richer

They can't wait to start making money on their own, and this desire is encouraged by their parents. 76% of young people hope to turn their hobby into the main source of income, while for generation Y this figure is only 50%. At the same time, 55% of high school students feel pressure from their parents to start a career early; four out of five believe that their parents control them more than their peers.

They dream of working for themselves and are ready to compete with generation Y: 72% of high school students hope to start their own business, and 61% would rather become self-employed than employees.

They don't sit back

Adora Svitak - young activist, blogger and writer

Generation Z is literally trying to change the world: 60% of young people want their work to make an impact (39% for Millennials), a quarter of teenagers aged 16 to 19 are active as volunteers. One of the most popular career fields is social entrepreneurship.

If Mark Zuckerberg, a representative of generation Y, founded Facebook at the age of 20, then representatives of generation Z begin social activity even earlier, speaking at serious international conferences at 16 or even 13 years old.

They have no illusions

At the same time, Generation Z has to grow up in the “post-9/11 world”, in an atmosphere of chaos, general uncertainty and volatility. One in four American children grow up in poverty; 43% of children aged 7 to 13 believe that repeated incidents of school shootings had the most significant impact on their generation. It is no coincidence that in such popular films as The Hunger Games and Divergent, we are talking about the murders of teenagers.

At the same time, they learn from the mistakes of the previous generation. (for example, their older brothers and sisters, many of whom still live with their parents) and understand that earning a degree does not guarantee them a successful career. At the same time, every second in generation Z is going to graduate from a university, while in generation Y only every third has a higher education, and in generation X - every fourth.

They are independent

Infantile behavior is alien to them: more than half of them would prefer to save money than spend it. Only a quarter of those surveyed took part in a fight this year, while among generation Y in 1991 there were 42% who fought. Generation Z also has much lower rates of substance use and teen pregnancy.

Their parents tend not to coddle them beyond measure. As a result, Generation Z teenagers have more personal space than their predecessors; they find answers and inspiration on the internet and are more self-centered. Generation Z often grows up under the same roof as retired grandparents and shares the values ​​of the older generation.

They don't have friends

Traditional gender roles are blurring, making Generation Z more likely to have identity issues. It is more difficult for them to make friends and run a household than previous generations.

They are more often and better
we use the internet

85% of Generation Z teens have searched the internet for information at least once in their lives. 52% of teens use YouTube and social media to complete school assignments. Adolescents aged 13-17 are more likely to use their phones than watch TV (76% vs. 72%), while children 8-12 years old - on the contrary (39% versus 72%). One way or another, many people manage to look at many screens during the day: phone, TV, laptop, music player, tablet, e-book, game console. As a result, adolescents have a faster perception of information, but there is a difficulty in keeping their attention on one subject for more than eight seconds.

They hardly orientate
in space

Generation Zers perceive space differently: they grew up in a world of high definition, surround sound, 3D and 4D graphics. For many of them, Google maps with a zoom function have always existed. For the same reason, many teenagers are often poorly oriented in their own city, deprived of mobile devices with GPS.

At the same time, teenagers do not want to be followed: some limit themselves to turning off the definition of geolocation in social networks, while others completely switch to mobile applications that preserve anonymity. In 2014 alone, 25% of American teens aged 13-17 left Facebook. Between 2012 and 2013, the number of Facebook users among teenagers also almost halved, from 42% to 23%. The number of Instagram users, on the contrary, has grown from 12% to 23%. Coupled with the active use of emoji and stickers, visual language is replacing text for Generation Z. One way or another, 81% of teenagers with Internet access use social networks.

They have other interests

Gen Z places video games at the forefront of their lives, with 66% of kids ages 6-11 and 51% of teens listing games as their main source of entertainment.

Generation Z is much more interested in cooking than the previous two generations, but still suffers from being overweight: having tripled since 2010, the percentage of obese teenagers has stuck at 18.4.

Gen Zers are more likely to shop online than in-store.

Representatives of generation Z are concerned about economic processes and the current level of prices, and equally representatives of both sexes.

Generation Z is extremely aware of human impact on the environment: 80% are aware of environmental issues and 76% are concerned about it. 78% of teenagers are also concerned about world hunger, and 77% about the high level of child mortality from a lack of vaccines. However, seven out of ten people are optimistic about the future of the environment, and nine out of ten are optimistic about their own future.