Generation Y people. X Y Z - generational theory

Generation Y

Generation Y(generation "y"; other names: millennials - Millennium generation, next generation, "network" generation, echo boomers) - the generation born after 1980, who met the new millennium at a young age, characterized primarily by 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.

Demography

The characteristics of a generation differ from country to country depending on political, economic, social and other conditions. While it is customary to refer to the “Y” generation in the United States as those born in 1981-2000, in Russia it refers to the generation born in new socio-political conditions, with the beginning of Gorbachev’s Perestroika, the collapse of the USSR - 1984-2000. However, sociologists do not have a clear start date for this generation.

In the United States, the Y generation is associated with a rise in the birth rate that began in 1982, the so-called "echo boom". They are mostly children of the baby boom generation, hence the name echo boomers. However, as far as developed countries are concerned, the downward trend in the number of children in families continues, so the “echo boom” phenomenon is not as widely known as the “baby boom” itself.

Most of the "Y" generation belongs to the liberal culture, however, some groups adhere to more conservative views. Studies conducted in 2006 in the United States showed that 48% of "echo boomers" believe in God, 20% do not believe, 32% are not sure of his existence.

It is also worth mentioning the fact of loyalty to more radical political currents. Neo-Nazi, communist and monarchist ideas are widespread among the Y generation. Democrats are also present, but their percentage is relatively small.

Peter Pan generation

The Y generation is also related to the so-called "boomerang generation", or "Peter Pan generation", due to the fact that its representatives tend to delay the transition to adulthood for a longer period than their peers in previous generations, and also longer stay in the parental home. Sociologist Kathleen Shaputis has called this phenomenon "crowded nest syndrome". The root cause of this trend can be attributed to economic conditions: the international financial crisis, the widespread increase in housing costs, unemployment.

However, economics is not the only explanation for this phenomenon. Among sociologists, the question of definition has not yet been fully resolved: what is considered “adulthood”? In a study by Dr. Larry Nelson, it is noted that the Y generation is in no hurry to take on the obligations of adulthood due to the negative example of the previous generation.

“Previous generations started families, started careers - and did it immediately. And today young people see: having such an approach to life, their parents divorced and have an unloved job. Most Y people want a family, but they want to make the right choice the first time, and it's the same with work."

Communications and integration

The Millennium Generation, like other generations, was shaped by the events, leaders, and inventions of its time. However, some Russian commentators argue that he does not have his own heroes.

Y is the first generation that does not have heroes, but has idols. We assume that they will not have heroes. They will become them for other generations, despite the fact that they do not always want to be heroes.

Evgenia Shamis, Project Coordinator of the Theory of Generations in Russia-Rugenerations project

It was influenced by the development of network communication technologies such as email, short message service, 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 communication psychology of "echo-boomers" is multitasking in the use of communication tools: they can chat with several people at the same time, read a site on a different topic, follow updates on Twitter and blogs. Among them, the consumption of media such as television and radio has been reduced tenfold.

Self-expression is extremely important for this generation. So, for example, in China, with a population of over a billion people, the desire to stand out from the crowd, to be individual, has become the cornerstone of the culture of Chinese youth. In countries all over the world, it is only thanks to Internet access that people assert themselves in online role-playing games in the MMORPG genre and virtual worlds like World of Warcraft and Second Life. The most expressive representatives of the Y generation have earned recognition by organizing online communities, launching Internet memes or collecting flash mobs. Other, more socially shy people found themselves in anonymous online communication, allowing them to be more liberated.

pop culture

The Generation Y was born at a time when the Internet was causing a global upheaval in traditional media. Compared to previous generations, this is characterized by the availability of any information, music, movies, which could not but affect the business of TV channels, recording studios and the entertainment industry as a whole. In countries with more stringent laws, the distribution of unlicensed content on the web has become a problem, and copyright is monitored by the state and authorized bodies. However, torrent trackers are wresting markets from copyright holders, and now music lovers are no longer hunting for new discs, but are quietly downloading them (legally or illegally) from the net directly to their pocket digital audio player.

Conditions for cultural understanding

In the USA, a kind of "bridge" in the awareness of a certain affinity of tastes and preferences, cultural continuity of generations X (1965-1980/83) and Y (1981/84 - 2000) took place: the Y generation also loves films about Spider-Man (1962, comics) and Star Wars (1976, promotional book), as once (in the 1970s) the Xs loved comics and movies about these characters (about successful idols who came out of the layer so close and familiar to them "unheroic" life).

This cannot be said about the USSR and Russia. Generation X, until the end of the 1980s, objectively used the cultural signs adopted by the Russian baby boomer generation (1946-1964) - the “cult of heroes”. Moreover, these cultural signs were bipolar: on the one hand, the heroes of the Great Patriotic and Civil Wars, on the other, the images of the heroes of the sixties from the films and literature of 1960-1970. (smart, ironic, apolitical). Only in the second half of the 1980s, contemporaries jumped into this "treadmill of heroes" - Viktor Tsoi (b. 1962), Igor Talkov (b. 1956) with their tragic destinies.

But already the beginning of the 1990s “cancels” the “cult of heroes” in the mass consciousness of the “X” generation: there is a very, very painful breakdown of cultural and value orientations taken from the “heroic eras”, which is witnessed by those born (from 1984-1985 .) children. Their presence in this process quite likely caused a state of culture shock and an age-related desire to "hide your head in the sand." Computer networks and communications technology have given this desire a boost.

Work

The economic prospects for the millennial generation deteriorated markedly during the economic recession of 2008-2009. Some states have had to take special measures to employ young people due to social tensions, like the prolonged unrest in Greece in 2008, caused by a rapid increase in unemployment. Youth unemployment in Europe remains high (40% in Spain, 35% in the Baltic States, 19.1% in the UK and over 20% in many other countries). In other regions, unemployment is also high, in particular, in the United States, youth employment statistics have been kept since 1948, and unemployment in this population group reached a record in July 2009, amounting to 18.5%. In Asia and other regions, the situation is somewhat different, but the problem of unemployment is just as relevant.

Another name for the “y” generation is “trophy generation”. This term reflects the trend in competitive sports as well as in other areas of life where there is no winner or loser, "friendship wins" and everyone gets "thanks for participating in the competition." A survey among employers confirmed that in the same way, the younger generation "Y" manifests itself in corporate culture. Some employers are concerned that young people have too high expectations from their employment, they prefer to adjust the working conditions to their lives, and not vice versa. However, they are able to work, want a return on their work and more participation in decision-making, prefer to use flexible working hours.

Already now and in the future, according to experts, representatives of the Y generation will often change jobs. The personnel departments of some large organizations keep this psychological conflict in mind and try to remove it by helping the leaders of the older generations understand the young and create more comfortable conditions for the latter.

Notes

Links

• Natalia Sokolova Generation Y // Profile. - September 20, 2010. - No. 34 (685).

• Evgenia Shatilova Generation Y: managing with many unknowns. - January 11, 2012.

• Ludmila Pushkina Ygrek people. - March 13, 2012.

Wikimedia Foundation. 2010 .

Generation "X", generation "Y", generation "Z" - these expressions often flash in the articles of sociologists and demographers, personnel officers and marketers. What do these letters mean?

For the first time, two people spoke about the features of age differences in 1991 - US researchers Neil Howe and William Strauss. They created a theory that was based on differences in the values ​​of people of different generations. These differences have been studied, as well as the reasons for them, for example, the situation in the economy and politics, the technological development of society, etc. Some time later, the theory began to be applied in practice, because. she proved to be very effective in business. Today, this theory is being used more and more.

Now representatives of the following generations live in Russia (years of birth are indicated in brackets):

• The Greatest Generation (1900-1923).
• Silent generation (1923-1943).
• Baby boomer generation (1943-1963)
• Generation X ("X") (1963-1984).
• Generation Y ("Y") (1984-2000).
• Generation Z "Zed" (since 2000).

Scientists note that the boundaries are calculated with the assumption of plus or minus 3 years, and for people who are at the junction of generations, the features of both are often characteristic.

post-war generation. Photo from dochki2.tmc-it.net

baby boomers

Baby Boomers are people born between 1943 and 1963. The name of the generation was due to the post-war surge in the birth rate. The events that had the greatest impact on the formation of the values ​​of people of this generation are, of course, the victory in the Great Patriotic War, the Soviet "thaw", the conquest of space, uniform standards of education in schools and the guarantee of medical care.

They grew up in a real superpower. These people are optimists, command, collective people. The best sport for them is football, hockey. The best vacation is tourism. In other people, they greatly respect curiosity. Now representatives of this generation, “boomers”, are quite active, go to fitness centers, swimming pools, master new gadgets and the Internet, travel to other countries as tourists.

Currently, most baby boomers are retired, although there are those who are still working. A distinctive feature of this category of people in Russia is good health and enviable endurance.

Generation X. Photo from pikabu.ru

Generation X

Generation X are people born between 1963 and 1983. Generation X is also called the lost or unknown generation. They grew up against the backdrop of the Cold War, shortages, and the beginning of perestroika. Many Xs grew up in an incomplete family, and working parents allowed them to lead an independent life. Often this generation is called "". In political life, the X's are not very active because of their individualism, they are less patriotic than their fathers.

Their distinguishing features are the ability to rely only on themselves, alternative thinking, awareness of what is happening in the world, willingness to choose and change. By and large, people in this age group are loners who are focused on hard work and achieving individual success. They move through their careers for many years, adhering to the chosen direction.

Generation Y

The "autumn" generation Y, which was born from 1983 to 2003, grew up against the backdrop of global upheavals: the collapse of the USSR state, terrorist attacks, epidemics. But the passage of time has introduced new symbols - the rapid development of information technology. Thanks to the internet and cell phones, the generation of Yers has been nicknamed the "thumb generation" for their ability to type text messages with the finger of one hand.

Players can easily communicate with strangers online, but in real life they experience communication problems. In the virtual world, the players create their own ideal world, where their rules and laws reign. Therefore, the generation is distinguished by great naivety and ignorance of the realities of this world.

Players don't like to start at the bottom of the ladder, they want rewards and high fees right now, just for being there. At the same time, they strive to achieve professionalism in several areas at once, they strive to obtain versatile information, which is a plus in the modern world.

Generation Y jokes

We were born - the USSR collapsed, went to school - defaulted, entered the university - a crisis began, found a tolerable job - the end of the world. Just a lucky generation.

Generation Z

Those who were born after 2003 belong to Generation Z. They saw the restoration of the power of our country, rooted for our winning athletes at the Olympiads and World Championships. Their school has computers, repairs have been made, the yards are clean, new playgrounds and sports complexes have been installed.

Representatives of Generation Z actively use tablets, iPads, VR and 3D reality. Often, the term "Generation Z" is considered as a synonym for the term "digital person". Generation Z is interested in science and technology (for example, it is expected that many members of the generation will be engaged in engineering and technical issues, biomedicine, robotics), as well as art. It is assumed that the generation will be frugal and will lead a healthy lifestyle.

Generation Z jokes

When I was a child, I was not accepted as a Padawan, at 10 I did not receive my first Pokémon, at 11 I did not receive a letter from Hogwarts ... If by the age of 33 my uncle does not give me a ring of omnipotence or at 50 years old knocks on my door magician, I'll stop hoping and go look for a job...

Generationnext

If we follow the theory of Strauss and Howe, then the generation that will replace the zero generation (representatives of this generation will begin to be born in 2023-24) will be the generation of Artists, the “new silent generation”. We cannot predict exactly what it will be, but we can remember what the previous one was like. Here is what the Times wrote sixty years ago: “In anticipation of the pointing finger of fate, today's youth work tirelessly and do not grumble. The most amazing fact about this young generation is their silence. With very few exceptions, you won't see them in the stands... They don't write manifestos, they don't make speeches, they don't carry banners."

In the same way as for the silent ones of the 20th century, for the “new” the core values ​​will be collective values ​​(social networks will play an important role in their lives); they will probably work hard, and in their free time they will go into virtual worlds, not just books (like 100 years ago), but computer games.

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 their 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

Even though Gen Z sees their smartphone as a remote control, tactile sensations and personal experience are important to them, and so far online shopping has not completely 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 proportion of their time in social networks: 49% log in several times a day, almost the same number actively (43%) use Snapchat, which is still not at all 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, the unusual design of the premises and the uniqueness of the presented goods are extremely important for them.

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 The BUTIK online store, looking for channels to attract a new audience, 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. Get the full picture with a website with quality photos and product descriptions, optimized for smartphone, mobile app and social media presence. 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".

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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, feels energetic and healthy.

Grandma's generation is called "Baby Boomers". It received this name because of the post-war surge in the birth rate. Representatives of this generation have a high level of 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 any 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 has been working for a well-known construction company for over 20 years. 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 work and career growth is 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.

As a rule, these are energetic people who easily adapt, are able to perform work in huge volumes, and constantly strive for new knowledge and development. They understand that time moves quickly, so they don’t want to be a narrow specialist, but develop in different areas at the same time.

Generation Z

Dates of birth: from 2004 to the present day

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People who have something to do with the selection of personnel, more and more often today can hear about certain generations X, Y and Z. But what does this mean? Who are these people and why should they be involved in cooperation? According to HR specialists, the young theory of generations opens up wide boundaries for attracting and managing staff.

date of birth question

For the first time, two people spoke about the features of age differences in 1991 - US researchers Neil Howe and William Strauss. They created a theory that was based on differences in the values ​​of people of different generations. These differences have been studied, as well as the reasons for them, for example, the situation in the economy and politics, the technological development of society, etc. Some time later, the theory began to be applied in practice, because. she proved to be very effective in business. Today, this theory is being used more and more.

The age theory includes three main components (generations X, Y and Z) and one additional (baby boomers). Let's consider them in more detail.

baby boomers

Baby Boomers are people born between 1943 and 1963. As a rule, they are collective work and team play. Self-development is understood by them as an increasing ability to achieve collective goals.

Currently, most baby boomers are retired, although there are those who are still working. A distinctive feature of this category of people in Russia is enviable endurance.

Generation X

Generation X are people born between 1963 and 1983. Their distinctive features are such features as the ability to rely only on themselves, alternative thinking, awareness of what is happening in the world, willingness to choose and change. By and large, people in this age group are loners who are focused on hard work and achieving individual success. They move through their careers for many years, sticking to the same direction.

Generation Y

Generation Y people are people who were born between 1983 and 2003. Their understanding of purposefulness and success is different: in most cases, they do not like to start professional growth from the lower levels, counting on the fact that they will be promoted in a few years. Their main focus is immediate growth. This is also considered their disadvantage.

However, this disadvantage can be partly justified by the desire for maximum awareness and professionalism in several areas at once, because. it is not permissible for these people to be experts in one thing. Generation Y is the hope of today's business. he is characterized by the highest technical literacy, a desire to work after hours and a craving for knowledge.

It can also be added here that, according to some experts, for example, Mikhail Semkin, executive director of the Labor Market Experts non-profit partnership, and Olga Pavlova, HR specialist at MDM Bank, in the next decade, generation Y will become the main workforce.

Generation Z

Those who were born after 2003 belong to Generation Z. It is too early to evaluate these people in terms of professionalism, given their age. And it is not possible at this time to say what values ​​will prevail in their minds.

But what is all this information for?

"Personnel hunting"

If you approach the question of “hunting” for employees correctly, then it suggests an answer to why HR specialists need to know about generations XYZ, because HR literally sounds like “Human Resources”, which means “Human Resources”, which means that the individual plays a dominant role.

The attention of modern HR specialists is increasingly focused on human capabilities. And it is the potential of employees, and not the material base of companies and corporations that becomes their main wealth.

In addition, there is an increasingly fierce competition for applicants in the personnel market, and in order to emerge victorious from it, it is necessary to provide talented representatives of each generation with only the best conditions. Plus, it is extremely unacceptable to evaluate these people on the same scale, because they may have diametrically opposed ideas about the “work of their life”. And employees can only be best understood from the standpoint of theories about generations XYZ.

What conditions are acceptable for each of the generations?

When working with staff, you need to understand that people of different generations will have different needs.

Baby boomers, as a generation with stable demands, are mainly focused on sustainability. It is stable conditions that are of decisive importance here, and it is possible to motivate these people without even resorting to the use of material benefits.

The main motivation for generation X is the desire to be confident in the future and a clear knowledge of all the details of their work. In addition to this, as a motivation, it is recommended to use the opportunity to constantly be in the process of learning and personal growth. If we talk about the financial side of the issue, then for people who belong to generation X, the most interesting is a fixed salary, and the system of commercial incentives does not cause them very positive emotions.

Considering that generation Y is often referred to as the “network generation”, it is also possible to attract them very successfully through the Internet, in particular, through social networks. For generation Y, the basic motivation is monetary reward, the absence of bureaucratic "troubles" and the technological component, for example, the presence of high-tech equipment at the workplace. In the same case, if the organization does not introduce new technologies and the work process is not optimized, then this may adversely affect the interest of applicants to this company and activities in it.

Among other things, generation Y prefers those organizations that have the least number of prohibitions and restrictions. A relaxed atmosphere is important here, a free style in communicating with colleagues, the opportunity to dress in a familiar manner, etc. And it will be even better if the working routine is somewhat reminiscent of a game, because this generation was brought up on computer games.

What else is important to consider?

Everyone is free to hold their own opinion, and many may consider the theory of generations XYZ to be an ordinary "fairy tale" that is not worthy of attention. However, any company that does not focus on modern trends (as well as any company that blindly takes everything on faith) slows down its development. According to the opinion of Olga Pavlova mentioned above, HR specialists must certainly take into account the interests and characteristics of the baby boomer generations, X, Y and Z. If a company needs a person from generation Y, then X or a baby boomer will never replace him. The situation is considered ideal in which person-X leads person-Y, while paying attention to his point of view and.

If the theory of generational differences is not given due attention, there will be a high probability of negative consequences for the company, since Practice shows that very often a completely unsuitable person is hired for a vacant position. In an effort to achieve a quick result, personnel officers can “customize” the applicant to a template, which subsequently causes disappointment for both the company, the employee, and the person who approved his candidacy, and they will have to look for a new person.

Undoubtedly, guided by the principles of the XYZ generation theory, a company can spend much more time evaluating it, compiling and analyzing personal and professional characteristics, etc., but the result is worth it, because the company gets not only the opportunity to implement strategic plans, but also satisfied and grateful employee.

The theory of age differences can also be used to advise existing staff, as well as applicants. If the recruiter can correctly convey information to the applicant, in case of refusal, the applicant will understand that the reason for this may not be his personal indicators, but the totality of the labor market and the specifics of the company. In addition, knowledge about the theory of generations will help the person who is looking for a job to correct his actions and start moving in a new direction, if the previous one did not work out.

As for the corporate culture, the theory of the XYZ generation helps to build it properly, because focusing on the differences between generations, you can make a bias towards those values ​​that are important for representatives of the generation that prevails in the company. But the interests of others, of course, must always be taken into account.

In their work, personnel officers should focus on both traditional recruitment methods and new trends and trends in this area, because the company's success depends on the application of the most effective strategies, and those can be found in any period of time - both in the past and in the present.