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 in many ways our behavior: 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 classified as 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 identified by the theory of generations.
Generation X
These are people born between 1965 and 1982. The term itself was proposedJane Deverson, British explorer; and Charles Hamblett, Hollywood reporter. It was fixed in his work by the writer Douglas Copeland. The events that influenced this generation are "Desert Storm", the Afghan War, the beginning of the computer era, 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 Generation X
People X in the United States are usually those who were born during the post-population decline in the birth rate. In 1964, Jane Deverson conducted a study focused on British youth. It revealed that young people belonging to this generation 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
This generation can be attributed to different people, 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 end1990s 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.
Features of Generation Y
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, is 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 flexible schedules, 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 would be incorrect to combine today's twenty- and thirty-year-olds into one group, since significant differences are visible between them.
Generation Z - people who were born in the early 1990s and 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.
Principal 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 formulate precisely. It will be easier for us to do this in 10-20 years. However, the "building blocks" are 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.
Only time can clarify a lot. After all, the oldest representatives of this generation were barely 18 years old. However, they are already infamous. Marketing companies and media announced that this generation"screen-dependent", and their concentration is very poor. The salvation of the world and the need to correct the mistakes of the past are also shouldered 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
According to recent research, Generation Z's attention span has been reduced 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. On mobile apps and on the web, they rely on sections and tabs for the latest and most popular content.
Follow curators
This generation follows the curators. They trust them, trying to figure out where the mostadequate information and the best entertainment. All of these tools are essential to Generation Z in order to reduce the potential choice from the 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 made it possible to study any topic in depth and learn a lot from like-minded people.
The radar of this generation is set to find their time worth it. In order to win their attention and overcome these filters, you need to provide experiences that are immediately beneficial and highly engaging.
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 tremendous pressure to manage both professional and personal brands in order to be able to fit in with reality and stand out while doing so.
Social media impact
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 professionallevel is very sensitive to the negative stereotypes that plague Generation Y. Gen Y strive to stand out by being able to survive and work hard offline.
Generation 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. Gen Z seeks social acceptance but does not want to be differentiated in terms of 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. Their supposed entrepreneurial spirit is more of a survival mechanism than an idealistic pursuit of we alth or status.
While Gen Y has often been criticized for not being focused enough, Gen Z wants to plan for the long haul. Parents belonging to X (individualists who rely on themselves) strongly influenced them. They wish 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 optionsin order to apply them in case the labor market changes rapidly.
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 parents, the beginning of a career, the formation of a personal identity. However, they have to do so 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. Its authors are William Strauss and Neil Howe, American scientists. In 1991, the Howe-Strauss theory of generations was created.
