What will the next generation of people be like? XYZ Generation Theory
In Russia, there is a lot of talk about Generation Y - people who were born between 1981 and 1995. Who they are, what they love, how to please them - all because millennials in modern Russia are a key audience for the e-commerce sphere: there are many of them, they are solvent and active on the network.
In developed countries, generation Z is gradually coming to the fore, and they are already beginning to adapt their strategies to them. This is due to the fact that, firstly, the e-commerce market in the United States is developing more rapidly, and secondly, due to historical and economic features in Russia, the gradation of generations has been shifted by several years. Many Western trends resonate with us (often with a delay of 3-5 years), so it is important to understand where we will be relatively soon and what to do about it.
To begin with, a little theory: according to the American classification, there are 4 main generations in the world that are significant for the e-commerce sphere:
baby boomers- those who were born immediately after the war. They are characterized by optimism, interest in personal growth, a worthy reward for the work, at the same time collectivism and team spirit. Boomers are now gradually mastering the Internet (including Russian ones: in 2017, the number of Runet users reached 90 million people, which is 73% of the population of the Russian Federation), but they are not doing it so intensively as to be of wide interest to e-commerce representatives.
Generation X- people who appeared during the decline in the birth rate, after the population boom. They are ready for change, appreciate the opportunity to choose, strive to learn throughout their lives. They rely primarily on themselves and believe in gender equality. "X" - the last witnesses of the world before digital technologies and the only ones who can fully appreciate how it was "before" and how it became "after". According to research, they mostly trust traditional media: 62% read newspapers, 48% listen to the radio and 85% watch their favorite TV shows. People of this generation are not fanatical Internet users, so, like baby boomers, they are not the target audience of online retailers.
Generation Y, also known as , differs markedly from their parents in high self-esteem, digital literacy and unwillingness to work as hard as previous generations. In Russia, it refers to those who were born from 1985 to 2000 in the new socio-economic conditions and grew up, watching perestroika and the collapse of the USSR. In the USA, this generation includes people born in 1981-1995, as they rely on a sharp rise in the birth rate that began in 1982 - that is why retailers in Russia are still focusing on generation Y. While in the States they are already actively working with Generation Z, or post-millennials.
Generation Z have not seen a world without the Internet, it is normal for them to be online 24/7. They do not think at all about the fate of their homeland and have much more in common with their friends than with the citizens of their country. Often irresponsible and subject to fashion trends. In 2017, 74 million post-millennials were born in the United States, now generation Z makes up 23% of the total US population.
What is Generation Z?
We conducted a study of representatives of generation Z around the world to find out: who are they, what do they need and how to make them fall in love with you?
Involved
Technology has evolved along with the post-millennials, so this generation is characterized by a deep immersion in the digital space. With the help of smartphones, they explore the world and will not think about buying until they consult with their friends. The Zetas in the States spend more time online on mobile than all other generations.
Curious
Despite the fact that generation Z perceives their smartphone as a remote control from life, tactile sensations and personal experience, and so far, online shopping has not fully satisfied their thirst for knowledge.
Convinced
Their life principles are instilled in social authorities (the inner circle, bloggers, public figures) and are unshakable - this, of course, is a minus for retailers. But! Now in America, the Zetas are just entering the maturation stage: soon they will be able to manage their own money and therefore are open to new brands and brands - this is a plus.
What factors are important for buyers when shopping online
The Zetas value the opportunity to get to know the product in person, which is why webrooming is comfortable for them: the opportunity to first study all the available information on the Internet, and then buy the product in a physical store - according to the results of our study, 34% of respondents prefer this mechanic. 23% regularly do the opposite: they see a thing in a store and buy it online. Interestingly, the “click&collect” format currently developing in Russia (ordered online, picked up at the pickup point) is not so close to post-millennials around the world: only 34% of them regularly use this service.
Mobile communication largely determines the life of post-millennials around the world, they spend a large share of their time in social networks: 49% visit several times a day, almost the same number actively (43%) use Snapchat, which is not yet popular in Russia. The Zetas spend 42 hours a week streaming video and are generally attracted to any video format.
Their relationship with retail? It's Complicated
The Zetas admit that the modern realities of e-commerce do not satisfy them: 45% say that it is difficult for them to find a product they like online, 43% say that it is not so comfortable for them to buy on the Internet. In general, generation Z can be called the most dissatisfied generation of all. What can retailers do to engage post-millennials and increase their sense of satisfaction?
Don't forget about offline
Despite the title of "digital generation", post-millennials are ready to interact with the world without the use of various devices, because they are young and mobile. Therefore, the presence in physical stores will help increase the credibility of the brand and provide an opportunity to examine the product in person. 71% of the world's Zetas say they enjoy shopping to see what's on trend, and 80% like to visit new outlets. At the same time, it is extremely important for them unusual design premises and the uniqueness of the products presented.
Number of post-millennials using social media multiple times a day
Example 1 Sephora has found a way to diversify the shopping experience in offline stores by installing touch screens that help with the selection of cosmetics. As part of the master classes, clients can do free makeup from stylists, and using screens, test various foundations, concealers, perfumes and much more without having to open numerous jars. So the beauty retailer leaves an expert assistant in the store, but optimizes the choice from a variety of products.
Example 2 BUTIK online store looking for channels to attract new audience I decided to figure out what drives their customers who choose offline or online shopping, what are the points of their “digital intersection”. With the help of our technologies, the retailer was able to analyze customer data from the Internet and set up personalized targeting. As a result, the conversion increased by 27%.
And about online
Virtual space is the natural habitat of post-millennials. Full picture will come together thanks to a website with high-quality photos and product descriptions, optimized for a smartphone, mobile application and presence in in social networks. Generation Z should know that the brand is on the same wavelength with them.
Average number of hours per week spent across generations watching video content
Example. Maybelline used an interesting technique to engage in online shopping: to personalize online communication with customers, the beauty giant launched an application that allows you to virtually apply makeup. The face is scanned, analyzed according to more than 60 characteristics, and then the retailer offers products that will allow you to create a similar look in reality.
Work for individuality
The Zetas love the personalized approach. Take a step forward by analyzing customer information and recommending the right product: 36% of post-millennials consider recommendations necessary. One of the UK's top retailers, clothing retailer New Look, after analyzing big data and personalizing recommendations for its products, received 4 times more orders, reducing the cost of customer acquisition by 74%.
How post-millennials buy
To attract them, the products must be presented in the window in the best possible way - ideally, they should be presented in a limited collection. For the Zetas, the design of a store is often the deciding factor for visiting a store. So, customized fairs, which take place in unusual places, markets, stylized retail zones, where “zetas” get the opportunity to pick up a handmade item for themselves, are becoming a new word in retail. Also, the results of our study suggest that the Zetas are the most tactile of all generations, it is extremely important for them to feel the product by touch.
At first glance, Generation Z may seem like children whose purchases depend on the opinions of their parents. However, this will not always be the case. Very soon, Russian post-millennials will start earning money and making decisions on their own. It is important to start understanding the intricacies of this generation now so that in 3-5 years we can offer them an optimal shopping experience. Well, don't forget that even now the older generation consults with their children when choosing gadgets and equipment - so it's time for IT retailers to focus on the "zetas".
Generation Y or the Millennial generation (millennials), as well as the next generation, the network generation, millennials are the generation born after 1981-1983 who met the new millennium in young age and characterized primarily by a deep involvement in digital technologies. At the time the term was coined, Generation Y was contrasted with Generation X, which corresponds to the previous demographic generation. The term Yllo (Young Liberty Love) is often used.
Before starting a conversation about the features of a particular generation, it is necessary to make a historical and chronological explanation.
The founders of the theory of generations as such are the Americans Neil Howe and William Strauss. In Russia, the application of this theory has its own specifics, since the events under the influence of which generational values were formed in our country are somewhat different from the American ones.
So, according to American scientists, since the beginning of the twentieth century, five generations can already be counted:
Those born between 1900 and 1923 were referred to as the GI, the “Generation of Winners”. Their values evolved until 1933. In Russia, this happened under the influence of the revolutionary events of 1905 and 1917, collectivization, and electrification. Diligence and responsibility, as well as adherence to ideology, were the hallmarks of a person of this generation as a worker.
Following them, from 1923 to 1943, the "silent generation" was born, which was formed before 1953 and was distinguished, according to the observation of the American founders of the theory, by patience and law-abiding. We have a decisive influence on these people, except for the Great Patriotic War rendered Stalinist repressions and rebuilding a shattered country. Among the main values of this generation are devotion, observance of rules and laws, respect for position and status, honor and patience.
The baby boomer generation, associated with a surge in births, came into this world in 1943-1963 and grew until 1973. In the USSR, its growth took place under the influence of the Soviet "thaw", the conquest of space, the improvement of the world superpower and the presence cold war. As employees, these people are optimistic, interested in personal growth and reward, at the same time they are distinguished by collectivism and a well-developed team spirit.
1963 - 1983 years (upbringing, respectively, went on until 1993) - the appearance of "generation X", or "unknown generation". The continuation of the Cold War, perestroika, AIDS, drugs, the war in Afghanistan - all this, according to experts, formed the readiness of these people for change. They are characterized by global awareness and technical literacy, as well as individualism, the desire to learn throughout life, pragmatism, and self-reliance. But even this strong and numerous generation feels that the youth is stepping on its heels.
And youth is precisely the “Y generation”, which we will try to dwell on in more detail. Years of birth of the "Ygreks" - 1983 - 2003. Their life values continue to form today.
According to a survey on the topic "What is the most important thing in life for you?", Conducted by the organizers of the round table In the social network Vkontakte, most young people prioritize learning something new and self-improvement. In second place in terms of the number of votes is the desire to create a strong and loving family.
These results are very different from the priorities of generation X. And of course, their life values differ, but this is precisely the secret of moving forward.
As mentioned above, the strongest influence on generation Y was the development of network communication technologies, such as Email, service short messages, online instant messaging and other new media resources like YouTube video hosting and social networks (Livejournal, MySpace, Facebook, Twitter, etc.).
One of the most important distinguishing features of the psychology of today's youth is multitasking in the use of communication tools: they can chat with several people at the same time, read the text of the site on a distant topic, and follow updates on Twitter and blogs. Among them, the consumption of media such as television and radio has been reduced tenfold.
Children of the Russian millennium
“Children of the Russian Millennium are, perhaps, the first generation that does not have heroes, but has idols. We assume that they themselves will become heroes and models for other generations, despite the fact that they do not always want to be such. - Coordinator of the project "Theory of generations in Russia-Rugenerations" Evgenia Shamis
The man who once said that young people will be perceived negatively at any time was right. Older generation will always look at the young a little askance, and sometimes even with caution. And on the face is not so much a conflict of generations and not a difference in the views of fathers and children, but a natural precaution to everything new and still little known.
In order to properly understand the nature of today's Russian youth, one must turn to the time when they grew up.
Today's "young" are people under 30 years old - that is, as already indicated, the generation of the late 80s and early 90s. In literature, there is such a thing as the “lost youth” of that time. She was lost in the labyrinths of changes that were taking place at that time in our country. It has become lost both for the state and for the older generation.
A colossal reassessment of values and an irrevocable change of all ideals made itself felt.
Thus, the childhood of modern "young" did not pass in the most simple conditions. Over time, these conditions broke someone, led them on the wrong path, someone was taught to treat everything and everyone with cynicism, and someone was made stronger and more purposeful. And the latter is the vast majority. Otherwise, there would be no news about more and more Olympiads won by Russian students, and we would not rejoice at the sports achievements of our young compatriots.
Of course, there are problems: these are drugs, and alcoholism, and teenage swagger. But here, as in any rule, there are exceptions. And, of course, you can not sum up all the youth under one measure. People with immoral behavior have existed and most likely will always exist.
By the way, criticism of young people is less and less heard now. The older generation, those people who have something to compare with, understand that life is changing, the world is not static, and a person, like a litmus test, reacts to the slightest changes. And if somewhere you can hear the notorious: “We were different at your age”, then, as a rule, with the addition: “The truth and the time was different ...”.
Much of what once people could only dream of has become accessible and everyday for today's youth, moreover, it has become in the order of things. The Internet, video communication, satellite telephone and other advances in technology make a person absolutely mobile and independent. And all this left a certain imprint on the character and behavior of young people.
Probably, unlike the older generations, this generation is not ready to die for the sake of a universal idea, but it can bring something new with no less success, go beyond the established boundaries and expand the horizon of its actions. All this is possible thanks to inner freedom and the ability to navigate many aspects of modern life.
Previous generations first started families, then started careers - and more often they did it simultaneously and immediately. Today, young people see and understand that having such an approach to life, their parents divorced a long time ago and to this day have an unloved job. Most of the representatives of generation Y also want a family, but they want to make it right the first time. right choice, and the same thing happens with work. But, again, every rule has its exceptions.
"Trophy Generation"
Another name for generation Y is the “trophy generation”.
This term reflects the trend of modern character in competitive activities, as well as in other areas of life, where there is no winner and loser, because from time to time “friendship wins”, and everyone receives “gratitude for participating in the competition”.
A survey among employers confirmed that the younger generation manifests itself in the same way in corporate culture. Some employers note that young people have too high expectations from their employment, they prefer to adjust working conditions to their lives, and not vice versa. However, they are able-bodied, want a return on their work and more participation in decision-making, often prefer to use flexible working hours.
PricewaterhouseCoopers expert Svetlana Kulganek presented interesting presentation on the attitude of employers towards people of generation Y. According to her, working with generation Y is one of the most important tasks.
Young people representing the modern labor market will actively work in the next ten years. The main features of this generation are as follows: the guys are focused on learning more than on work, they tend to leave for large cities and other countries, they have clear requirements for employers, and a well-formed worldview. They do not want to work according to the principle “this is how it should be”, they need an interest in what they are doing.
The presence of career priorities and the obligatory interest - that, perhaps, main feature generation Y.
The Greeks, as a rule, do not have such a deep fundamental education as the Xs, and many of them prefer to develop simultaneously in several areas. They are highly trained, versatile and adapt quickly. Therefore, many by the age of 23 already have more than one diploma of education, often in absolutely different areas which is reflected in their behavior in the labor market. In their environment, short-term retraining and advanced training courses are in great demand, helping to save time, which they highly value.
And although the representatives of generation Y are in more people with higher education, they do not always become "white collar" and often find themselves in a variety of business areas, whether it be manufacturing and mining or, say, public service. Given the ability and love of young people for new technologies, many of them, unlike generation X, easily master professions related to communications and IT. Also, the Ygreks are happy to conquer completely new areas where there is still no big competition.
Youth about youth
Plunging into the aspects of modern trends in personality development, I still became interested, but how do young people characterize themselves? And is she satisfied with the behavior of her peers? Here's what I was able to find out:
Elena, 19 years old
A modern young man is bright, dynamic, independent, constantly on the move, searching. Modern students have a desire to learn in order to get a decent and successful job in the future. interesting work not to depend on parents and grandparents. Many accuse the youth of being passive and inactive. This is wrong. Already during their studies, modern students try to earn extra money to help their parents. Anyway, I try and my friends too.
Kirill, 30 years old
Today's young people, especially teenagers, are always surrounded by temptations: brightly colored advertising beckons to drink beer; famous actor calls for a smoke, promising an instant solution to all problems; slot machine creates a thirst for easy money. The unsettled children's psyche is very sensitive to such things. You need to constantly control yourself, not to succumb to temptations, not to fall into bad company ... I, in turn, could not avoid this, as a result - I have not been able to quit smoking for 10 years now.
Sergey, 25 years old
Modern youth, in my opinion, is frivolous and wants everything at once. It seems to me that our generation has not yet fully comprehended its purpose and does not have clear plans for the future. Perhaps this is due to the general instability and the fact that this very future is still unknown to anyone.
Kira, 18 years old
Whatever the current generation is, it is important to remember one thing: in order to preserve the connection between generations and times, we must pass on to our children the most valuable thing that our parents taught us. After all, there are two eternal things in the world: the sky above our heads and the youth of our souls. Both are equally important for everyone. And woe to the one who sees only gray clouds in the sky, and measures the age of his soul only by the years he has lived.
Anna, 29 years old
I agree that there has always been a qualitative “conflict” between generations. We can say that this is quite normal, because there is a clear difference in interests, value systems, and so on. But here it should be noted that the most important thing in society is morality, spiritual values and morality. The current youth is in no way to blame for what is happening, because alcohol, drugs, the sex industry, luxury goods are produced under the patronage of the older generation (the capital is in their hands). Also, a certain part of the blame lies with the government, because. the country completely lacks a state, civil and moral ideology. A person as a whole, and even more so the younger generation, needs an ideological direction and a visible outline of vital principles.
Of course, the younger generation can always be blamed for something. After all, they have energy, but there is still little experience. At the same time, the same can be said about the previous generation: after all, they have experience (albeit not always positive), but they no longer have energy.
Generation Y are guys who want everything at once. They are not ready to put up with routine and uninteresting work, they do not want to separate work from self-realization. They will not do something now for the sake of the future, put off the good for later, and endure hardship today. They want to leave their mark, not be a cog in the mechanism. Not laying bricks, but building a temple - that's what they want. And to make life interesting, you want to be a part of something big, achieve something, grow and develop, change the world around you, and not just make money. They are ready to work hard - but on condition that they see what they are doing it for.
The theory of generations is closely connected with the economic cycles of the development of states. Rise, stability, recession, crisis, then rise again. Technologies develop, society changes, needs grow, new professions and even entire industries appear and die, but historical turns remain unchanged. Each of these periods influences the formation of generational values. Neil Howe and William Strauss, the founders of the theory of generations, traced these cycles in the development of American society since the time of Columbus. More than 500 years of history of one state formed the basis of their theory. According to them, each period lasts approximately 20 years. Chronological intervals differ from state to state, this is due to the fact that the economies of the countries of the world are developing differently, somewhere there is a crisis, and somewhere there is prosperity. We will talk about the peculiarities of the generations of Russia in the last century, that is, about those with whom we live side by side, work, remember and honor the past and build the future. In our country, RuGenerations is studying this issue - " Russian school Theories of generations", her publications are easy to find on the Internet, and have already been published 2 Russian books. 4 economic cycles in the theory of generations are named after the seasons. The pre-crisis period is autumn, the crisis is winter, then spring recovery and, finally, summer stability. People born in this or that period are united not only by a set of values, but also by a historical mission.
Representatives of each of these generations have their own peculiarities of worldview, values, outlook on life, each has its own mission and destiny. Of course, the structure of personality is formed under the influence of various factors: family, society, environment, profession. But still, people of the same generation are united by certain fundamental features. Generational values are formed under the influence of the largest, most significant events in the country and the world, under the influence of the media, the education system adopted in society, and the deficit. illustrative example- the children of war, they still do not allow themselves to throw away food, they always have a supply of food and they do not like it when food remains on the plate. Their values were formed in the conditions of famine and, despite the 80 years that have passed since then, modern abundance and prosperity, they cannot accept the waste in relation to food. Because core values do not change. They are formed up to about 21 years and remain with a person for life. This is the very core that defines consciousness.
So, the last five generations of Russia:
Born from 1923 to 1943 - The Silent Generation. Generation of Winter. Archetype - Creators. They were born just before the war, survived all its horrors, saw how heroes fight - born in the economic autumn. Their families have been affected by mass repression. The purpose of this generation is to survive and glorify those who accomplished the feat. Spring always comes after winter. The silent generation, growing up, begins an economic boom.
Born in 1943-1963 - Baby Boomers; Spring Generation. Archetype - Prophets . Their basic values are formed in the era of economic growth, the flowering of ideology. They grew up in the world superpower, under the influence of the "thaw", admired the conquest of space. They have a winning mentality. They are optimistic, collectivism and team spirit are important for them. The main task of this generation is to strengthen the formed values and the ideology created before them.
Born in 1963-1986 - Generation X; Summer Generation. Archetype - nomads . The task of the nomads, on the contrary, is to shake up the previous ideology, creating conditions for a paradigm shift. What is happening now. It is possible to relate differently, for example, to the existing political situation but you can't ignore it. Today we see that the country is run by people from the Baby Boomer generation, and the representatives of Generation X provide the real ideological opposition. The nomads are fulfilling their mission.
Born in 1986-2003 - Generation Y; Autumn Generation. People born in the pre-crisis period, when everything collapses, are carriers of the archetype of heroes. Their only historical task, their great destiny, is to accomplish a feat when the time comes. No matter how we treat the Ygreks, they are heroes. Their key value is the improvement of life. It is important for them to prove that changes are needed always, everywhere and in everything. Let's hope that their heroism will not be accompanied by such bloodshed as the previous Autumn, during the Second World War.
Born in 2003-2024 - Generation Z. Generation of Winter . Their values are formed during the crisis period. There are tough political battles, the redistribution of territories. They will someday glorify generation Y. What these people will be like is not yet fully known - the generation is only being formed. But now they are considered special. Indigo children. Extraordinarily gifted, with a special philosophy and worldview, creators, children born with gadgets in their hands. They will have to ensure economic growth in our country.
Representatives of all five generations today form our society. We will not talk about the Silent Generation, since these are already elderly people over 75 years old. They practically do not affect any social processes, they have not been working for a long time (with the exception of some individual representatives of the intellectual or creative professions).
The last four generations are socially active and closely interact with each other. And ... far from always they can boast of mutual understanding. Let's see what they are.
There is a discussion in society that modern children - representatives of generation Z - do not read books, walk a little on the street, they prefer playing football on a computer. Two-year-olds are easier and more expert with technology than their Baby Boomer grandmothers. This frightens not only the elderly, but also quite young parents of Xs and even Ys, whose childhood was spent on the street. They are in a state of constant confrontation with children, limiting time at the computer, driving them out into the street, forcing them to read long, serious books.
You should not do it so fanatically, aggressively and uncompromisingly. Of course, you need to protect your eyesight, you need to develop children physically, but you should not forget that this generation is preparing for its time. The computer is their natural habitat. The fact that they do not read books in large volumes is normal, this is not their source of information. In libraries, with books in hand, in a constant search for information, generation X, partly Y, grew up. Generation Z does not need to collect data bit by bit, they are always at hand in their smartphone - Google knows everything. These children need to learn how to process information. They are much more interested in science than at the same age generation Y or X were interested. Please note that now even the most popular children's programs and cartoons are all with a scientific bias. There is always something to explain. Z is creators, hard workers, creators. This is the future of Russia.
The younger generation, whose representatives are now from 16 to 32 years old, is Y. There are a lot of talks, myths, and discussions around them. Employers see them as lazy, with high expectations and demands that are not backed up by real skills. All this is true, but there is a golden mean. You just need to understand what kind of generation it is and how it was formed.
Between 1986 and 2003, the country actually changed. There was no USSR, the formation of a new state system began. Children saw how their parents lost their jobs, were left without money and the usual stability. This is the time when a surge of terrorist attacks began: explosions of houses, metro, seizures of schools, theaters, aircraft. What had always seemed like a Hollywood movie fiction, suddenly became so close, became a reality. The old ideology has already been trampled on and a new one has not yet formed. Completely destroyed system Soviet education. Many experiments began and not all of them were successful. And exactly under them falls generation Y. All this in the aggregate: uncertainty in tomorrow, fear of terrorist attacks, confusion in education - completely changes the idea of how to raise a child. Parents begin to show overprotectiveness, simply because they are scared for the child. If for generation X, a mother meeting from school is a big shame in front of friends, then for Y it is the norm. Moreover, the norm, elevated to the rank of the rules of some educational institutions. Guardianship has no boundaries. Control begins to extend to the lessons. Tutors are hired almost from the first grade. Parents (Generation X) take their role very seriously. They act exactly according to the books. Xs, who love to learn, develop, and are prone to self-reflection, began to read a lot about how to raise children and did it with their characteristic fanaticism. It is important for them to achieve professionalism in everything, parenthood is no exception.
The attitude towards the child in the family and society has changed dramatically. From childhood, he is instilled with the idea that he is a person. They begin to seriously consult with him. They begin to constantly praise him, even if he did nothing. Praise simply for what it is. Let's remember what X had to do as a child for a Baby Boomer parent to praise? Child Y is in constant interaction with the parent. He knows that he is valuable in himself. And now add hypercontrol and the desire of parents to give their child everything that he did not have. Remember how you used to buy gifts: "I'm buying this now, but it's also for my birthday." And if the toy is expensive, then immediately for all the holidays of the year. X's don't save on kids. The result is a generation of people who are uncompromisingly confident in their worth. They come to the interview and say: "I want a salary of 100,000." To the question: “What can you do? What can you give the company for this money? calmly answer: “So far, nothing, but I am ready to learn. I calculated, I need so much. They are convinced that they are expected everywhere.
The players are absolutely sure of themselves. By this they are very annoying Xs, who are characterized by constant doubts and the need to prove something. Imagine an interview, just a question: “What can you do?”. Applicant X will begin to talk, demonstrate professionalism, and Y will make it clear that here they should be glad that he just came. Among other things, this generation develops a critical idealism. On the one hand, a person idealizes himself, on the other hand, he criticizes everything around. These are people of complete mental freedom. Fantasy no longer exists. They are sure that everything that can be thought of can be done, it's just a matter of time. They grew up in a collapsing system, so they have a global attitude of responsibility for the world. They vote for global projects. After a couple of days on new job can openly state how bad things are and need to be improved immediately. True, this is often not followed by action. Optimism and courage - that's their motto. They are sure that you can criticize everything around. However, the Ygreks lack the ability to build relationships and analyze information. They know how to collect it from different areas but don't dive deep. This deprives them of the opportunity to draw the correct causal relationships.
They are characterized by a rapid loss of attention and concentration. Perseverance and determination are no longer values. Changing jobs because something didn't work out here is the norm. Why prove? Why fight? You can just try again. For this they are considered frivolous and even dreamers. They avoid long-term goals and do not know how to plan. These are the people of today. At the same time, Y can be extremely productive if a large project for them is broken into pieces and constantly carried out intermediate control, marking the result. For the most part, Xs categorically do not tolerate this, for whom trust and independence are important.
I thought a lot about how to manage the Ygreks, and developed my own "coaching-authoritarian" style. Feedback in the style of coaching, help in understanding the goals and areas of development. Also, the players should be given the opportunity to make a mistake themselves and learn from it, but with the help of analysis through coaching, help to understand the consequences.
It is important to constantly maintain interest in the project. If you can sell them a routine as something incredibly interesting, they will show great results. Players need a mentor, so it's important to demonstrate your expertise. A mentor leader is an important part of managing the Games.
Leave the traditional, authoritarian system tight control, a system of rewards / punishments, authoritarian decision-making. In planning, you need to rely on the visualization of plans and results. Players need to see their actual result, otherwise they tend to overestimate it or ignore mistakes. Classical control and reporting also remain. Moreover, Y reports must be compiled by themselves, so they will learn how to analyze information. And finally, "punishment" with an explanation. The Ygs are very loyal to themselves, and often the Xs start to "play" with them in caring parents At work. But it is important for Ygrek to show that there are consequences for a mistake, they are real and justified. It is necessary not only to talk about responsibility, but, indeed, to “punish”. For example, to make it clear: until you complete this project, I will not give you a new one, the one you want.
Remember that Generation Y is superficial. This, by the way, is noticeable in the way the sphere of educational services is developing. If among the Xs there are many people with several higher educations and the concept of “gaining experience” is the norm for them, then the Ys are increasingly choosing short courses aimed at developing specific skills. This is no longer the future, this is the present, it can only be understood, accepted and lived in it.
About Generation Z - children born after 1995. According to researchers, they, like millennials (modern 20-year-olds), differ from all previous generations born before 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 theorist modern education, already speaking 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 as 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 students high school feel pressure from 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 open own business and 61% would rather be self-employed than employees.
They don't sit back
Adora Svitak - young activist, blogger and writer
Generation Z literally striving 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 obtaining a degree does not guarantee them successful career. At the same time, every second in generation Z is going to graduate from the university, while in generation Y higher education has only every third, 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
Representatives of generation Z perceive space differently: they grew up in the world high resolution, 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: someone is limited to turning off the definition of geolocation in social networks, while someone completely switches to mobile applications that remain anonymous. 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%. Number of users Instagram networks, on the contrary, increased 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
Generation Z turns to video games important place in their lives: 66% of children aged 6-11 and 51% of teenagers indicate games as the main source of entertainment.
Generation Z shows a much greater interest in cooking than the previous two generations, but still suffers from overweight: Having tripled since 2010, the percentage of obese adolescents 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 characterized by extreme awareness of human impact on environment: 80% know about 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.
Guys, we put our soul into the site. Thanks for that
for discovering this beauty. Thanks for the inspiration and goosebumps.
Join us at Facebook And In contact with
In 1991, American scientists Neil Howe and William Strauss created the theory of generations. According to it, every 20-25 years a new generation of people is born with character traits, habits and characteristics that set them apart from all the rest and then are repeated in future generations.
After studying in detail the work of scientists, website ready to talk about the last 4 generations that we often encounter today.
Howe and Strauss gave the name and compiled a description for each of the generations starting as far back as 1433. However, we are interested in representatives of the last four generations, whom we often meet today and who can easily fit into one conditional family: the youngest is Vanya ( Generation Z), his elder sister (Generation Y), Vanya's father ( Generation X) and grandmother ( baby boomer generation). Let's talk about each in more detail.
Generation "Baby Boomers"
Dates of birth: from 1943 to 1963
Grandma is 72 years old. Several times a week she goes to the pool, visits spas, bakes incredibly delicious pies feeling energetic and healthy.
Grandma's generation is called "Baby Boomers". It received this name because of the post-war surge in the birth rate. Among this generation high level patriotism. These people are optimists, they have a team spirit and collectivism. It is important for them to help each other, to work together and together.
They can do almost anything manual work: excellent cook, sew, fish, educated and well-versed in many sciences. Many of the "boomers" are active, go to fitness centers, master gadgets and travel. And they, we repeat, are distinguished by enviable health and energy.
Generation X
Dates of birth: from 1963 to 1984
Papa is 47 years old. He works in the famous construction company for over 20 years now. Started from the lowest position, and now holds the post of Deputy Director. He is hardworking, responsible, and likes to do all the difficult work himself.
Papa Vanya is a bright representative of generation X. Generations of singles focused on hard work and personal success. These are people who from childhood were taught to be independent: they did their homework, got ready for school, cooked their own dinner and did most of the things without outside help.
Generation X people tend to are distinguished by global awareness, technical savvy and independence in almost everything. Most often, they prefer to work in the same organization for 30-40 years, gaining experience and rising from the lowest level to bosses and directors.
Generation Y (or Generation Millennium)
Dates of birth: from 1984 to 2004
Vanya's older sister is 23 years old. She studies abroad, has thousands of followers on Facebook, and often visits new cafes, parties and art exhibitions with her friends. She is a representative of generation Y, or millennial.
Millennials are people often referred to as the "social media generation". The external environment around them has changed incredibly quickly, so millennials are not like their parents. Prestigious job And career not for them. They are not ready to work for one company for many years, they prefer flexible hours and immediate rewards for the work done.
The speed of technology development is growing, so we can only assume that the next generation will be even smarter, will adapt faster and will completely get rid of all racial, ethnic, gender and other stereotypes in all spheres of life.
