Features of generation y. What's different about Generation X? Follow the Curators

Generation - a group of people who were born in a certain period of time and experienced the influence of the same features of upbringing and events, have similar values. We do not notice all these factors that act inconspicuously, but it is they that largely determine 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 attributed to one or another of them, as well as what are the characteristics of each of these groups. Of course, it is only very conditionally possible to single out generations X, Y, Z. However, each of them has its own characteristics 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 senior group, which is distinguished by the theory of generations.

Generation X

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

Features of representatives of generation X

People X in the United States are usually those who were born during the period of the post-population decline in the birth rate. In 1964, Jane Deverson conducted a study focused on British youth. It revealed that the people belonging to it are not religious, enter into intimate relationship before marriage, they do not respect their parents, they do not love the queen, after marriage they do not change their surname. 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 includes different people based on different sources. Some argue that this is everyone born since the early 1980s. Others believe that the border should be drawn from 1983 to the end of the 1990s. And some also capture the early 2000s. Another option (perhaps the most convincing) is from 1983 to the late 1990s.

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

Generation Y traits

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

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

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

Generation Z

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

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

The fundamental property of the new generation

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

Possible Scenarios for Generation Z

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

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

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

"Eight Second Filters"

If recent research is to be believed, it can be noted that generation Z has reduced attention span to 8 seconds. They can't focus on anything else. long 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. AT mobile applications and the web, they rely on sections and tabs for the latest and most popular content.

Follow the curators

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

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

This generation's radar is set to find what's worth their time. In order to win their attention and overcome these filters, you need to provide experiences that are immediately beneficial and highly 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 enormous pressure: they need to be able to manage both professional and in order to be able to fit into reality and stand out at the same time.

Influence of social media

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

Generation Z on professional level is very mindful of the negative stereotypes that plague Generation Y. Generation Y seeks 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. Those who belong to generation Z strive for the approval of society, but do not want to be differentiated in the sense of the profession.

Entrepreneurial spirit

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

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

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

The truth is in the middle

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

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

Generation X, Generation Y, Generation Z - these phrases often flash at HR conferences and in special articles. Who are these gentlemen? Why do they need to know in person? How can you attract them to your company? According to labor market experts, the theory of generations is not a fashionable hobby, but an expansion of opportunities for attracting and managing personnel.

Tell me when you were born...

In 1991, two American researchers decided to describe the features and differences of different generations: William Strauss and Neil Howe. The theory they created was based on the fact that the value orientations of different generations differ significantly. Strauss and Howe studied these differences, as well as the reasons that gave rise to them (political and social environment, the level of technological development, significant events of their time). This scientific achievement soon found its scope practical application: it turned out that the theory of generations is very useful to use in business structures, and now modern HRs are guided by it. “The deepest values ​​of generations are an important guide for HR professionals,” says Mikhail Semkin, Counsel CEO, holding "Empire Kadrov". Sophia Pavlova, business development manager at the Beagle recruiting company, continues this idea: “Indeed, professionals of different generations have their own characteristics. Working in a recruiting company reveals a lot of generational differences.” But what are these differences?

Baby Boomers. According to Mikhail Semkin, the main values ​​of the baby boomer generation (born in 1943-1963) are an interest in personal growth, collectivism, and team spirit. Such employees understand personal growth as a growing ability to achieve results together, as a team. Now almost all baby boomers have reached retirement age. Despite this, many of them are still working. A feature of most Russian baby boomers is enviable health and endurance.

X. “Generation X (from 1963 to 1983) is characterized by: willingness to change, opportunity to choose, global awareness, informality of views, self-reliance,” says Mikhail Semkin. This generation of employees can be called the “loner generation”, focused on hard work and individual success.

Sofya Pavlova also speaks about the same features of the Xs: “These are people who are accustomed to building their career gradually, throughout their lives and moving in one direction. There are many examples when "X" work for 30-40 years at the same plant, enterprise or state institution, where they accumulate experience for years, starting their professional path from the lowest levels. As a rule - immediately after the institute's bench, where they received a specialized education.

Y. Generation Y (from 1983 to 2003) has its own understanding of success and purposefulness. “Game players are often not ready to start their journey from the very bottom and slowly grow up, waiting for years for promotion and increased remuneration,” says Sofya Pavlova. It is the “orientation towards immediate reward” that Mikhail Semkin considers the main drawback of the employees of the “Greeks”.

However, young workers have an excuse. “Y” has an incredible flow of information and a very unstable external professional environment, “Y” cannot afford to be a specialist in a certain very narrow area and work in it all his life,” says Sofya Pavlova. According to Mikhail Semkin, generation Y is the main hope and support modern companies". Why? “This generation is characterized by an unprecedented level of technical literacy, an increase in the amount of work performed at home, the desire for new knowledge,” the expert continues.

According to Mikhail Semkin, these people will become the main labor force in the labor market in ten years. However, the attractiveness of "Greeks" for modern employers is explained not only by high technical literacy. According to the observations of Sofya Pavlova, it is not so often now that you can meet a person of this generation who works by profession - more often they prefer to work in those areas where high earnings are possible here and now, and it does not require years of painstaking work. At a time when companies need a lot of service workers and middle managers, Generation Y can feel quite confident in the labor market.

Z. Generation Z is still too young to be able to say anything about them. professional features. “It is still difficult to say what kind of values ​​generation Y will pass on to its followers, as time is accelerating and technologies are changing at a high speed,” agrees Mikhail Semkin. Nevertheless, in one of our previous articles, interesting considerations were expressed in this regard.

hunting season

Why all this to specialists in work with personnel? But if you ask the question a little differently: “Why does a specialist in human resources?”, everything will fall into place. “Initially, the term Human Resources says that the person is in the first place,” Sofya Pavlova emphasizes. The focus of attention in business is shifting towards human potential. It is he, and not tangible assets, that becomes the main wealth of the company.

In addition, the personnel market is entering a period of active struggle for each applicant. To win it, you need to offer Better conditions talented employees from every generation. It is impossible to measure all generations by one measure - their ideas about the “dream job” are too different. “The theory of generations is very important for understanding driving factors and motivation of employees,” says Mikhail Semkin.

What is good for “x” is good for “y” ...

What is the “best conditions” in the understanding of employees different ages?

Baby Boomers. This generation, as Mikhail Semkin notes, is the most stable in terms of its needs and is strongly focused on sustainability. If you create stable conditions for baby boomers, you can “charge” them to achieve results with the help of non-material motivation.

X. “The main motivation for ”X” is to be an integral part of the corporate culture, confidence in tomorrow and clear organizational structure", - says Sofia Pavlova. According to Mikhail Semkin, one of the working motivators for this generation is the opportunity to learn throughout life. As for material motivation, as Sofia Pavlova says, X prefer fixed salaries. Too much variable part of the salary makes them nervous.

Y. The YGs are sometimes also referred to as the "network generation". Not surprisingly, they are easiest to recruit through the World Wide Web, especially through social networks. “The main motivation for “Y” is financial reward, lack of bureaucracy, technology (for example, equipping offices with high-tech equipment),” says Sofya Pavlova. Mikhail Semkin fully agrees with this: “If a company does not introduce new technologies, there is no activity to optimize and automate business processes, this can scare away promising employees of Generation Y.”

In addition, “gamers” are attracted to companies that have few restrictions and prohibitions. Generation Y appreciates the relaxed atmosphere and free style of communication, does not like to stick to the dress code and follow the line. Another effective method of motivation for the generation that grew up on computer games- "masking" the work routine with the aesthetics of the game.

Should not be neglected

You can, of course, dismiss the theory of generations as just another invention of theorists. But companies that shrug off most trends as fads stunt their growth (and so do those who embrace them thoughtlessly and without careful consideration). “A special approach to representatives of different generations is, of course, necessary,” says Sofya Pavlova. - As they say, “for every product there is a merchant”, and where “X” is needed, “Y” will not replace it. Ideally, when a symbiosis occurs: “X” take patronage over “Y”, while listening to young generation and learning new things from them.

What can turn the neglect of differences between generations? “There can always be negative consequences, most often this is due to the fact that the company receives a “not its own” candidate, the expert continues. - In the race for a quick result, consultants can "adjust" a person to a position, which entails a quick disappointment for both the new employee and the company, and the consultant himself, who will need to select a replacement.

“Given the differences between generations, psychological picture candidate and deep knowledge of the customer company, the consultant will spend more time searching, - continues Sofya Pavlova. “But as a result, in addition to financial rewards, he will also receive a result in the form of people grateful to him.”

Also, the theory of generations helps not only to select personnel for the company, but also to advise the employees themselves and applicants. This is how Sofya Pavlova sees it: “The market dictates its own, and currently it is easier for “Y” to find their dream job, as they are much more adaptable, “X” may need more time to do this. Here, the main task of the recruiter is to indicate to the candidate his importance and individuality, so that in case of refusal, the person understands that the matter may not be in him, but in a combination of factors and current market conditions. After all, thanks to the professionalism of the recruiter, the candidate can turn his attention to other areas, where, perhaps, he has not seen himself before.”

In addition, according to the expert, if the conditions are dictated by the candidate, then it is useful for the recruiter to understand the characteristics of the generations and the motivation factors of each in order to more easily “sell” the company and the vacancy to them.

In addition, the application of the theory of generations helps to build the corporate culture of the company. The latter is most effective when it is based on the values ​​of employees of that generation, representatives of which are in the majority in the company. At the same time, of course, you should not ignore the interests of other employees.

Andrey Pavlyuchenko - Rabota.ru expert

» Sergey Kokarev and Anastasia Karimova wrote a column for the site about six types of millennials - people born between 1980 and the early 2000s, accustomed to technology, the fast pace of life and new experiences, and how to use this knowledge to brand promotion.

Interest in Generation Y is actively exploited in recent times The media, covering this topic either in the context of marketing and branding, or in the context of sociology, psychology and HR. And thanks to the mass media, many have formed a kind of chaotic idea about these people.

Genius and stupidity, self-centeredness and love for one's neighbor, entrepreneurial abilities and infantilism as characteristic features of Y-Gs are either condemned or encouraged, but always cause a lively reaction - after all, in the descriptions someone will definitely recognize himself, his friend or colleague.

We decided to put everything on the shelves: to clarify the controversial points and tell how the theory of generations helps to build your work in social networks.

Fathers and sons: another look at the problem of generations

One of the main points on which there are discrepancies not only in the media, but even in the materials of significant researchers is the boundaries of generation Y. Someone refers to the "Y" people born from 1980 to the early 1990s. And those who were born in the late 90s are already considered representatives of generation Z. Others shift the boundaries until 1985-2005. In search of truth, let's turn to the source.

The boundaries of generations are clearly defined and substantiated by the so-called theory of generations, developed in the early 90s of the last century by the Americans Neil Howe and William Strauss. Later this theory was adapted for other countries.

According to the theory, the "duration" of one generation is 20-22 years. Every 20 years, a new generation of people appears whose values ​​are fundamentally different from those of their parents and grandparents.

It is curious that the change of generations occurs only four times, forming a single 80-year cycle. Four generations within a cycle change like the seasons and repeat again. This has been happening for hundreds of years. The Howe and Strauss study describes this pattern since the late 16th century, the birth of the United States, but the researchers argue that this pattern was relevant long before that.

The 80-year cycle is represented by four generational archetypes: "Artists", "Idealists", "Nomads" and "Heroes".

The identity of the "Artists" is formed in an era of reaction and strict authoritarian control by external forces, be it the authorities or parents. "Idealists" are rising in an era of economic recovery and stability. "Nomads" - at a time when the wind of change begins to blow, and old values ​​\u200b\u200bare crumbling. "Hero" appears in crisis, to the ruins of " old life" create new world. As Franklin Roosevelt said, much is given to some generations, much is expected of others.

And to what archetype do the "Igreki" belong?

Heroes of our time

The archetype of the "Hero" in the 20th century was embodied in two different generations. This so-called "Greatest Generation" - people born from the 1900s to the 1920s.

"Heroes" in literally of this word, defending, changing, building a new world. Born in an unstable era of change of power, revolution, global upheaval, representatives of the "Greatest Generation" have gone through at least one war.

80 years later, the cycle repeated itself. The heroes of our time are the Y-Gers, or Millennials. Coworking, smoothies, startups, beards, cats, that's it.

But no, not all.

The Hero archetype, of course, manifests differently than it did 80 years ago. The heroism of "Ygrekov" is in the denial of authorities. Believing in yourself and your abilities. Unwillingness to spend decades at a boring job. In dynamism, thirst to know the world. In the predominance of spiritual values ​​over material ones. In an entrepreneurial spirit.

The players grew up during a period of epochal changes: perestroika, the collapse of the USSR, liberalization and the transition to a market economy, globalization, the rapid development of digital technologies, the rapid spread of the Internet and the global financial crisis.

Hence the willingness of millennials to change, disbelief in long-term prospects and denial of authority. Cynicism, self-confidence, infantilism, and optimism: the “Greeks” found a period of relatively prosperous 2000s.

The information revolution makes young people free and self-confident. Technology allows one person to compete against big organizations: hackers against corporations, bloggers against newspapers, terrorists against states, YouTubers against film studios, app makers against entire industries.

Five years will pass, and the Ygreki will find themselves in the most economically active age. It is they who will produce the lion's share of GDP, spend money on quality clothing, travel, invest in the education of children and harness themselves to mortgages.

A business that does not learn how to communicate with them cannot be successful.

Various "Games"

The situation is complicated by the fact that there are many Ygrekovs and they are different. Millennials are considered the most diverse generation in history. Hence the contradictions in the characterization of "Ygrekov", which we mentioned at the very beginning. Today there are 30 million Igrekovs in Russia. Obviously, in addition to common features inherent in the generation as a whole, it is possible to identify certain features by which it can be segmented.

In 2012, The Boston Consulting Group conducted a study called "The Millennial Consumer". It was attended by four thousand "Igrekov" aged 16 to 34 years, as well as representatives of older generations.

Not surprisingly, the responses varied among Y-Gs of different ages, social status, income, and gender: their attitudes towards technology, communication, media consumption, marketing, and outlook on life differ. The result of the study was the selection of 6 types of "Igrekov". Distinctive features social behavior formed the basis for the conventional names of these types:

• "Informed" (Hip-year);
• "Advanced" (Gadget Guru);
• "Green and fluffy" (Clean and Green);
• "Conservatives" (Oldschool);
• "Millennial Moms" (Millenial-Mom);
• "Anti-Millenials" (Anti-Millenial).

We at the April agency, perhaps, were among the first in the entire digital community of Runet to seriously begin to delve into working with the audience based on the theory of generations. Our approach is of the greatest interest to companies seeking to establish a dialogue with their audience, instead of “shooting sparrows from a cannon”, increasing media pressure and, possibly, draining the budget.

The right approach to millennials will allow to "rock" the community in in social networks, find or grow your own brand advocates.

Each of the above types of "Igrekov" has its own characteristics of network behavior. Let's go in order and find out how, with whom and what is better to talk about.

Hip-Ennial or "Aware"

The global insight of this audience sounds like "I can change this world." However, they say much more than they do. Girls predominate among the "Informed". They are very active on social networks, and they prefer to “like”, “share” and comment rather than write their own thoughtful (or not so) texts.

“Informed” is a very fertile ground for the spread of all kinds of viral activities. For example, from charitable organizations. Remember who most often reposts calls for help to dogs, grandmothers and children among your friends, and you will find bright representative"Aware".

Gadget Guru or "Advanced"

"It's great to be me!" - immodest, but they really think so. These guys, and mostly these guys, strive to be independent, make good money and buy advanced gadgets with this money. It seems that a considerable part of the audience of the site recognizes itself in Advanced, but can you answer what interests you in Digital?

True, the main thing is not to be led, but to lead yourself. You create the most content to highlight your success and trend. And you will be especially pleased if the brand demonstrates a special personal attitude, listens to your advice and communicates with you.

Even better, if among your friends (completely by chance, yeah), you can find an "evangelist" of the brand and big secret will tell about the most secret novelties and share a promotional code.

Millennial Mom or Millennial Moms

"I love playing sports, traveling and pampering my child." "Moms Ygreki" are very active. A child for them is not only not a reason to stop taking care of themselves, but, on the contrary, a driver of personal growth and development. When it comes to social media behavior, they find enough time to produce just tons of content.

However, the topics that interest them are limited to a completely understandable circle: travel, health, family, education. Politics and economics are not of interest to "Moms" until some events begin to concern them directly.

“Millennial Moms” is a very interesting audience that spends money with a X2 coefficient on themselves and their child. If you want to reach out to them, try setting up communication through bloggers and celebrity moms who are authoritative in their environment. You can communicate with them directly, but it will take effort to earn trust.

Clean and Green or "Green and fluffy"

“I care not only about myself, but also about the world that surrounds me” - they crowd around the vegan trailers and carry lamps and batteries to donate. We called them "Green", which is absolutely true and "Fluffy", which sometimes does not correspond to the truth. Since sometimes they can be very warlike.

It is worth touching a nerve, ready to catch the wave and boldly get involved in a scandal on Facebook pages. The Greens will not trust you until you can prove that you have actually reduced emissions. Hi, .

If you want to consolidate the audience of the "Green" - give them the opportunity to work for free for you. Let them bring batteries, come up with a recipe for a new dish, or tell your friends how great you are.

Anti-Millennial or "Anti-millennials"

"I'm too busy with business and family to think about anything else" - yes, they don't care about politics, ecology and public organizations, and at the same time, to your Facebook with Vkontakte. Of course, they use the Internet, perhaps they even have profiles on social networks, but they are, as they say, “empty”: a picture instead of an avatar and 10-20 friends.

If your product is of interest to these tough guys, they will subscribe to it, but don't expect much engagement from them.

Old-School Millennial or "Conservatives"

“Communication in social networks is too impersonal, but let’s better meet and drink coffee!” - these are "Xs" who simply pretend to be "Ys". Well, they love live communication, well, they don’t feel comfortable in social networks, well, they don’t understand how to call a taxi through the application.

Perhaps some of them even have a home phone number. And TV. If the "Anti-Millennials" fall out of the classification, then the "Conservatives" are at the other extreme in relation to the "Advanced".

If your target audience is "Conservatives", try to use classic media more - the UN, TV, newspapers, magazines - otherwise there is a risk that you simply won't get them.

As you can see, the six groups of millennials or “Y-Greeks” describe quite succinctly the main types of those who are now between 14 and 33 years old. The theory of generations is most useful in two cases: firstly, when you are looking for consumer insight of your target audience, and secondly, when you want to establish a dialogue with the audience through social networks.

Just describe the target customer as accurately and without illusions as possible and find the definition under which he falls. Many answers will come by themselves.

Millennials or Generation Y(Generation Y; other names: millennium generation(millennials), generation "next", "network" generation, millenites, echo-boomers) - the generation born after 1981 who met the new millennium in 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. The term Yllo (Young Liberty Love) is used.

Encyclopedic YouTube

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  Generation characteristics differ in different countries depending on political, economic, social and other conditions. In the United States, it is customary to refer to the “Y” generation as those born in 1981-2000, and in Russia it includes the generation born in new socio-political conditions, with the beginning of Gorbachev’s Perestroika, the collapse of the USSR - 1985-2000 [ ] years. 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, in developed countries the downward trend in the number of children in families continues, so the phenomenon of the “echo boom” 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 USA showed that 48% of "echo boomers" are believers, 20% are atheists, 32% are agnostics. The ideas of Buddhism and karma, neo-paganism, the crossing of philosophical and monotheistic views, belief in extraterrestrial civilizations and esotericism are popular.

  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 living in 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 unloved job. Most of the Y generation want a family, but they want to make 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.

  It was influenced by the development of network communication technologies, such as e-mail, 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 cornerstone culture of Chinese youth. In countries around the world, it is only thanks to Internet access that people assert themselves in online role-playing games of 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 formed 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 in general. In countries with stricter laws, the distribution of unlicensed content online has become a problem, and copyright is monitored by the state and authorized bodies. However, torrent trackers are taking markets away 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, comic book) 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 late 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 War 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 (born 1962), Yegor Letov (born 1964) with their tragic destinies.

  But already the beginning of the 1990s “cancels” the “cult of heroes” in mass consciousness generation "X": there is a very, very painful breakdown of cultural and value orientations taken from the "heroic eras", which is witnessed by children born (since 1984-1985). 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 communication technology has given this desire an acceleration.

  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 for youth employment due to social tensions, such as the prolonged unrest in Greece in 2008, caused by rapid growth unemployment. Youth unemployment in Europe by mid-2009 remained at high level(40% in Spain, 35% in the Baltic States, 19.1% in the UK and more than 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 and loser, "friendship wins", and everyone receives "thank you 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

  February 19, 2017, 18:53

  "On the golden porch they sat: Tsar, prince, king, prince, Shoemaker, tailor ... Who will you be?"

  Today I will tell about the theory of generation X, Y, Z

  In 1991, a book was published that essentially predicted the 9/11 attacks and the 2008 financial crisis in the United States.

  Former U.S. Vice President Al Gore called Generations the most inspiring book on history: “If the U.S. lives quietly until 2015, their work will be forgotten, but if they are right, they will take their place among the great American prophets.”

  

  The idea is that generations that have the same historical experience at the beginning of life form a collective portrait and live according to similar life scenarios. Values ​​are formed by the age of 11-12 under the influence historical events(war, manned space flight, perestroika, etc.).

  Generations X and Y these are those who are now from 31 to 45 years old, the second from 21 to 30 years old. The generation of schoolchildren and to some extent the 20s are attributed to Z.

  

  Below I will give a description of each generation, and you try to relate them to yourself. We'll have a poll at the end.)

  So, the average basic duration of "generations" is about 20 years.

  However, there are no exact boundaries separating one generation from another. People can belong to different generations depending on the environment of growing up, social, educational and technological opportunities, as well as trends. Someone grew up alone, and someone has younger or older brothers or sisters - this also leaves its mark.

  Researchers distinguish border zones - this is a period of plus or minus three years from the "official" date of the appearance of a new generation.

  People born in this zone are close to the values ​​of both generations, which gives them great flexibility and adaptability. This is true called "border guards"

  

  Generation X- the term was first used by Jane Deverson in 1964 in a study of British youth that identified a generation of teenagers who "sleep with each other before marriage, don't believe in God, don't love the queen, don't respect their parents and don't change their last name when they get married." ".

  Usually "X's" were born approximately from 1963/65 to 1982/84.

  Main distinguishing feature- they are very independent, as they grew up in conditions of autonomy - no one told them when, where and what to do. They themselves came from school, warmed up lunch, walked. They were called that - "children with a key around their necks."

  The parents were too busy at work and these children learned to keep themselves busy. The X's were alone for days on end.

  

  They got little parental warmth, but - a lot of gifts. Therefore, as adults, they formed a "consumer boom", buying up everything that moves.

  Autonomy goes hand in hand with autonomy. They rely only on themselves. and are reluctant to share information (information is a value). They thoroughly understand everything they do, and also strive to establish useful connections.

  Generation X - generation distrustful of everything- in their parents, social institutions, social structure... They are more pragmatic than romantic.

  

  The main features of Generation X

  1) increased intellectual abilities, global awareness, technical literacy, the desire to learn throughout life;

  2) pragmatism and hope only for oneself; offline work; the desire to hide information; survival in critical situations.

  3) dissatisfaction with the authorities, lack of trust in the leadership and huge political indifference;

  

  Sometimes they are called "Generation Wanderers" - they are born during social ideals and spiritual quests.

  Wanderers grow up as vulnerable children, come of age as alienated young adults, become pragmatic adult leaders, and meet old age after this period with more vitality.

  

  This generation was greatly influenced by the Afghan and Chechen war, the end cold war, the beginning of the era of personal computers and the emergence of the Internet. They love their computers, nature and McDonald's fast food. (even if they don't talk about it :)

  

  Millennials or Generation Y

  In the United States, the Y generation is associated with the rise in the birth rate, which began in 1981-1982, and in Russia, it includes the generation born with 1983 to late 1990s.

  In general, the beginning of a new generation is a moot point. So the "border guards" born from 1981 to 1985 will have to identify themselves :)

  

  Key Features of Generation Y

  The Y generation is in no hurry to take on the obligations of adulthood because of the negative example of the previous generation (their parents married early, divorced early, went to work early).

  They tend to delay the transition to adulthood longer than their peers in previous generations, as well as stay longer in the parental home.

  They are called " generation of Peter Pan”, - the concept of eternal youth is close to them.

  

  Generation Y grew up in greenhouse conditions: they always had food, toys, money. "Ys" are used to having all their desires fulfilled, they are somewhat idealistic and even impractical, but what frustrates the "Xs" the most is that they are poorly adapted to the outside world.

  The relationship between generations X and Y can be illustrated by this dialogue:

  

  - Hi, egg!

  - I'm a chicken...

  

  Often Y cannot reveal their talents - they need an experienced mentor. In this regard, Xs and Ys are able to develop each other: Xs bring down Ys, and Ys show their elders how to live here and now.

  Y call " a generation of disappointed hopes”: more was expected from life than they received by the age of thirty. They are characterized by an increase in involvement in the life of the team.

  They especially often complain about the lack of feedback and information at work and in the family circle. They need nuances, they want to understand what needs to be worked on, and where everything is fine anyway, it is important for them to share what they experience.

  

  Baby Boomers and Xs complain that Ys read few books, while Ys themselves use completely different formats for development - travel, communication, video, gadgets.

  For Millenniums, care about the world around, integration into the world space is important. They often challenge the accepted rules and are distinguished by a "horizontal" vision of social contacts. They believe that it is the team that is effective, which may not need a leader at all.

  While Baby Boomers and X's adhere to a hierarchical paradigm of social interactions.

  

  The main claim of the hyper-responsible "X" to Y is the lightness of the latter, the desire to try everything without staying long at one job, excessive emotionality.

  Representatives of the “Y” generation will often change jobs. They need everything and preferably at once: the world is changing too fast. Hence another name for the generation "Y" - trophy generation, because they want a return on their work and greater participation in decision-making, they prefer to use flexible working hours.

  
  

  What is in short supply becomes the values ​​of the generation. During the Baby Boomer childhood, books were a rarity - and they are extremely important to them.

  "X" gives children the opportunity to learn foreign languages- in their time it was a pass to the world of success, and "Ygreki" consider it important to teach descendants the art of communication.

  

  X and Y - the so-called " digital immigrants"because they were born when there were still many modern technologies. And their children - generation Z - is already the first truly digital generation .

  After the millennials, “young, long-legged and politically literate” have already grown. They are also called "Generation MeMeMe" - generation "YAYAYA" or generation Z.

  

  They grow up in the era of the Internet and the rise of social media and do not even remember the time without the Internet in direct access ...

  Their worldview was influenced by the global financial and economic crisis, Web 2.0 and the development of mobile technologies.

  Tech fetish freaks, taking comical selfies in toilets and elevators, they bring sleepover mats under the door of Apple Stores...

  

  In the digital world, they are locals, not immigrants. They are called Digital Natives.

  There is a significant variation in the dates of their birth. Many are inclined to believe that these are people born from 1993/98 to 2014, moreover, 1996 and 2010 are most often mentioned as border dates.

  In general, they are still schoolchildren, but they are already approaching their 20s.

  

  Z are very loyal to brands and stick to certain ones throughout their lives. In the long run, it's a jackpot for the fashion business...

  Although they are more risk-averse and rarely wear seat belts, they have lower rates of teenage pregnancy, drug and alcohol abuse compared to Y.

  Generation Z called a generation Artists .

  

  They are overprotected by crisis-occupied adults, come of age as socialized opportunists in the post-crisis world, become action-oriented adult leaders, and mature into sensible seniors.

  Generation Z will be affected by overprotection. After school, they study in circles or with tutors. As a result, "zetas" experience a lack of communication with peers. They understand gadgets and technologies better than people's emotions. But the family for them will be of great value: this is the only thing that is safe in their world.

  

  The next generation after the Z - Generation Alpha - "Alpha people" - already among us. They were born after about 2010-2011 in families X and Y. Their parents will be people who decided to have offspring after thirty. Alpha people are predicted to be more balanced, positive and less aggressive.

  

  Wait and see...