Generation Z. Generations X, Y, Z - what does it mean? What will the next generation of people be like?

The theory of generations was created in 1991 by American scientists Neil Howe and William Strauss. They simultaneously and independently of each other decided to study in detail such a concept as a “generation”. Their attention was drawn to the well-known "generation gap", which is not associated with age contradictions. The adaptation of the theory of generations for Russia in 2003-2004 was carried out by a team led by Evgenia Shamis.

This theory is based on the fact that the value systems of people who grew up in different historical periods are different. This is due to the fact that a person's values ​​are formed not only as a result of family upbringing, but also under the influence of social events, the whole context in which he is in the period of growing up. Everything matters: economic, social, technological, political factors. The formation of values ​​occurs according to this theory until about 12-14 years of age.

Representatives of the next generations now live in Russia (years of birth are indicated in brackets).

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

Let's dwell on each in more detail.

The Greatest Generation (1900-1923)

The basic values ​​of people belonging to this generation were formed until the mid-30s of the last century. These years, as we remember, were revolutions, the Civil War, collectivization, electrification. They are distinguished by diligence, responsibility, faith in a bright future, adherence to ideology, family and family traditions, categorical judgments.

Almost every one of us knows or was familiar with people who were born in those years. If they judge something, then it is really very difficult to convince them of something. These people, even at an advanced age, at 80-90 years old, are ready to walk through the authorities in order to prove their truth. Money is not valuable to them. Apparently, this is due to the fact that money during their life has repeatedly depreciated, become pieces of paper, and people have lost everything that they have gained many times.

Silent Generation (1923-1943)

The values ​​of these people were formed until the mid-1950s. We all remember this interval of time: the Great Patriotic War, Stalin's repressions, first the destruction of the country, then restoration; discovery of antibiotics.

The concept of "family" for them is a sacred concept. Only in the family can he speak on any topic, discuss problems, because relatives will definitely not betray or let you down. In other places, they will control themselves. Hence the name of the generation - silent. The fact that at that time antibiotics were discovered, which turned the whole world medicine upside down, inspired them with unconditional respect for doctors. Doctors' words are a law that is not negotiable. People belonging to this generation respect the laws, positions and statuses of other people, they are very law-abiding. Resting them is often associated with replenishment of stocks, in cabinets of pickles, jams and preserves.

Baby boomer generation (1943-1963)

The events that had the greatest impact on the formation of the values ​​of people of this generation: 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.

The name of the generation was due to the post-war surge in the birth rate. They grew up in a real superpower.

They believed in their country in a way that they did not believe either before them or after them, and probably still do. The events that determined the fate of this generation are very powerful. These people are optimists, command, collective people.

Even the clumsy Soviet economy responded to the peak of the boomers' maximum activity in the 1960s and 1970s. It was then that the network of specialized stores "Light", "Radio", "Hunter-fisherman" and others appeared in the country.

The best sport for them is football, hockey. The best rest 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.

Generation X, or the Unknown Generation (1963-1984)

Values: readiness for change, opportunity to choose, global awareness, technical literacy, individualism, desire to learn throughout life, informality of views, search for emotions, pragmatism, self-reliance, gender equality.

Now this is the largest generation in business, including myself. This is the so-called generation with a key around their necks, children who were accustomed to early independence, did their homework themselves, knew how to warm up dinners left on the stove. Their boomer parents believed that the better a child learns to cope with difficulties, the easier it will be for him to live. Therefore, they did not make life easier for their children and could even complicate it for pedagogical purposes. The key on the neck is a symbol of early independence, which many of my peers remember well.

Xs draw conclusions based on their own experience, but at the same time they are strongly focused on the opinions of loved ones. They, unlike the previous generation, are more fond of individual sports - tennis, skiing. They value time very much, they are in a hurry all the time. All companies doing business on semi-finished products and fast food should be grateful for their appearance to the representatives of generation X.

The thing is that representatives of generation X are very pragmatic, they understand that fast food is not healthy, but fast. Also, when choosing medicines, they will choose a more potent one, realizing that this may not be the best option for a quality recovery.

What is happening in the world at this time during the growing up of people of generation X? Closedness of the country, stagnation, cold war, the war in Afghanistan, the emergence of drugs, the beginning of perestroika. And also such an important phenomenon occurred at this time as a boom in divorces. Family values ​​at that time were very shaken, many women - representatives of this generation began to do business, strive for independence.

The main value of the "X" is to have a choice. The best job for them is one that allows them to show their creativity. "X" does not have to change jobs all the time, but it needs to be constantly realized. Patriotism among representatives of this generation is much less pronounced than among their predecessors, in order to understand the reasons for this, it is enough to look again at the list of events that occurred during their growing up. For "X", the homeland is first of all a small homeland, or a very small one: a family, a close circle of friends, one that he himself considers his own.

Generation X in Russia includes most of the successful entrepreneurs of our time - Evgeny Kaspersky, Oleg Tinkov, Evgeny Chichvarkin.

Generation Y, or Generation Millennium, Next (1984-2000)

Values: freedom, entertainment, the result as such. The value system of these people also includes the concepts of "civic duty" and "morality", "responsibility", but at the same time, psychologists note their naivety and ability to obey. For Generation Y, immediate gratification comes to the fore.

In research, Generation Y is also called the Generation of Thumb due to the fact that a cell phone has always existed for them and these guys can write SMS very quickly. They are very similar to the representatives of the Greatest Generation, whose representatives were born at the beginning of the last century. The same categorical. During their childhood and growing up, the collapse of the USSR, terrorist attacks, military conflicts, the rapid development of communications, digital technologies, the Internet, and mobile phones occurred. The pace of development has become very high. The era of brands has arrived.

Drug addiction, smoking, alcoholism have become a number of major problems, discussed at the highest level, up to the interstate level. The era of publicity has come - everything has gone on television and the Internet. Another important aspect is globalization, the erasing of borders and the leveling of national differences and traditions.

Important features. Almost all representatives of generation Y are not accustomed to the independence that was inherent in their parents - "Xs" and grandfathers - "Boomers". They grew up confident in their own worth. Due to the fact that the external environment around them changed very quickly during their growing up, they became characterized by such features as the desire to receive immediate rewards for the work done, and absolute disbelief in the long term. When he is told that he needs to work for ten years in an organization, and your work will be rewarded with a prosperous life, he replies: “What ten years? We may have a different country in ten years. After all, life changes so quickly. Ten years ago there were no smartphones, no fast internet, not even the Schengen area in Europe.”

And he's right. If for previous generations nothing had changed for decades (and for their predecessors for centuries), there was nothing in his life except for rapid changes. He knows no other life.

Another important aspect for the "gamers" is fashion, brands. They even go in for sports not to win, to be healthy or to feel better, but because it is fashionable and brings pleasure. If the “gamers” choose sports, then it will be more a beautiful sport than a useful one.

Generation Z (since 2000)

And finally, let's say a little about the generation of people born after 2000 and continuing to be born to this day. Little is known about this generation yet, as the values ​​of even the oldest representatives of generation Z are in the process of formation.

The theory of generations itself is based on the assumption that generations are not only different from each other, they are also cyclical. So, as mentioned above, representatives of generation Y are somewhat similar to the “greatest”. There are also opinions that generation Z will be very similar to the "silent generation" that was born before World War II. Of course, we can only speculate, but if the theory of generations is correct, then they will be about the same as those whose childhood fell on the war and post-war years.

What global events are happening now, while growing up children from generation Z? The global financial crisis, the consolidation of business, the creation of retail chains.

Their silence may also be due to the ubiquity of various means of communication, they draw conclusions based on the information they received from the Internet. The proportion of live communication with people is steadily declining in favor of the virtual.

In order to visualize which generations now form the basis of the able-bodied population, we present a diagram developed by ECOPSY Consulting*.

Before we generalize what has been said above on the theory of generations, I will also draw attention to the fact that the years of birth indicated for each generation are approximate. Much depends on the specific region in which the person grew up. For example, if generation Y was born in large cities in 1983-1984, then X was born in the outback in 1986. In addition, there are people who were born on the border of generations, in which case they may have value characteristics inherent in to both generations.

If you, as a young manager, think that among your employees, most likely, there will be no people older than the one to which you belong, then keep in mind that you will certainly meet them in the form of your managers, colleagues or clients.

Core Values

Knowing and understanding the basic values ​​of employees belonging to different generations, we can work more targetedly with them in terms of their motivation and setting tasks for them. For example, we will need to take into account that for a person born after the war (1943-1963), the status of things is very important.

The origin of everything he touches is important. For example, if he has a good Swiss watch, he believes that this has seriously advanced him on the path of success in life. It's important to him. And if you tell him that this Swiss watch, which he is so happy about, is actually made in Taiwan or Korea, you will significantly spoil his mood. In his understanding, everything should be conservative and predictable, square - square, and perpendicular - perpendicular. A Swiss watch made in Korea is nonsense.

Therefore, when we are looking for arguments for these people in order to motivate them to do something, we must definitely refer to authorities. The President of Russia himself is skiing - this is an argument. In the main office of Gazprom there is the same furniture - this is an argument. Bruce Willis wears the same shirt - that's an argument.

People from this generation have a certain conservatism towards brands. If he once decided for himself that adidas is cool, then he will think so all his life. It is very difficult to convince them, he can only convince himself. You can gradually slip materials, invite people who are authoritative for him, but it is useless to put pressure on him. It is important to take this into account.

But the Xs like to be surprised. For them, the property or quality of the product will be more important than the brand. They are ready to use Chinese devices if they are of high quality. IKEA has definitely hit the Xs. The generation of those who grew up with a key around their necks will begin to assemble these stools with their own hands and fold modular furniture in various combinations.

Independent "X" and in more important matters will themselves try to draw conclusions, make decisions, it is very difficult to influence them. If you want "x" to do something, he must "get" to it himself, he will not take a word. It is necessary to take this into account when setting tasks for Xs. Only if they understand why you are setting such a task, what goal you are actually pursuing, they will fulfill the task, but in this case they will perform exemplary.

For the "game", we have already said that the determining factor when choosing a product is the brand. He is well versed in fashion, he knows what is fashionable now, what is not fashionable. Even knowing that aspirin from different manufacturers does not differ from each other in chemical composition, he will choose aspirin of a more fashionable brand.

For them, the mood is very important, they love positive emotions. For such people to work effectively, they must enjoy both work and interaction with people. You will constantly have to create such conditions for them.

The question of how to work effectively with employees - representatives of generation Y, is now probably the most discussed in the HR environment. The business was not ready for them. Over the past ten years, organizations have hired mainly employees - X, they were told: "You will work with us for ten years, you will earn money for a good car and an apartment." It was for the "X" that the enterprises developed such motivators as the system of grades and ranks: "Whoever works five years - such an allowance, who ten - such an allowance." And now, generation Y has come to the world prepared for the Xs. And for them, grades and allowances are an empty phrase.

Now all previously created systems of motivation are broken about it. The best head of the sales department that I have seen gives supernatural results, 2.5 times more than the rest, top managers meet with him, give him a big bonus: career!" And he answered: “No, guys, I want tomorrow. I've already invested, I want a return."

That is, by and large, it must be admitted that the business was not ready for the "Game players", so far managers, coaches and consultants in many organizations are trying to invent and create conditions that are interesting for the "Game players". At the same time continuing to work with "boomers" and "x".

Management formula. A practical guide for a novice leader/ Timur Dergunov. - M.: Mann, Ivanov and Ferber, 2015.
Published with permission from the publisher

The authors of the theory of generations are the economist and demographer Neil Howe and the historian, writer and playwright William Strauss. At the same time, independently of each other, they took up the study of the concept of "generation". During the study, their attention was drawn to the so-called "generation gap". As scientists have found out, the conflict of generations is not connected with age contradictions. After all, if this were so, all people, reaching a certain age, would acquire the age values ​​characteristic of this period of life. However, this does not happen: children, reaching the age of their parents, do not become exactly the same as they are.

Howe and Strauss found an interesting pattern: at certain periods in the development of history, most people have similar values.

Value is the significance of phenomena and objects of reality in terms of their compliance or non-compliance with the needs of society, social groups and individuals.

As the basis of their theory, scientists have adopted the values ​​of representatives of different generations. Family upbringing and social events that take place before the representatives of this or that generation reach the age of 12-14 years later form their basic values. Children do not evaluate events, they simply live in certain conditions, which at the subconscious level become their deepest values. Growing up, entire generations of people live and act under the influence of these deep values.

Generations and their features

In Russian reality, the theory of generations has its own specifics. Let's take a closer look at the generations in Russia and their deep values.

Generation GI (generation of winners)

Years of birth: 1900-1923

Their values ​​continued to take shape until 1933.

Historical events that shaped their core values: revolutionary events of 1905 and 1917, collectivization, electrification.

Established values: diligence, responsibility, faith in a brighter future, adherence to ideology, family and family traditions, categorical judgments.

Silent generation

Years of birth: 1923-1943

Their values ​​were formed before 1953

Historical events that shaped their values: Stalinist repressions, World War II, restoration of a destroyed country.

Established values: loyalty, observance of rules, laws, respect for position and status, honor, patience.

Baby boomer or boomer generation(from the word "boom", which characterized the surge in the birth rate in these years)

Years of birth: 1943-1963

Values ​​were formed before 1973

Soviet "thaw", space conquest, "cold war", unified teaching standards in schools, free medicine.

Values: optimism, interest in personal growth and reward, collectivism and team spirit, the cult of health.

Generation X (Unknown generation)

Years of birth: 1963-1983

Values ​​were formed before 1993

Historical events that shaped the values: continuation of the Cold War, perestroika, AIDS, drugs, war in Afghanistan.

Values: readiness for change, opportunity to choose, global awareness, technical literacy, individualism, desire to learn throughout life, informality of views, search for emotions, pragmatism, self-reliance, gender equality.

Generation Y (also referred to as the Net Generation and the Millennium Generation as they graduate from school in the new millennium)

Years of birth: 1983-2003

Their values ​​continue to develop even now.

Historical events shaping their values: the collapse of the USSR, terrorist attacks and military conflicts, SARS, the development of digital technologies, the era of brands. Mobile phones and the Internet are their usual reality.

Values: the value system of this group already includes such concepts as civic duty and responsibility, but at the same time, psychologists note their naivety and ability to obey. Immediate rewards come to the fore for this generation.

It is worth noting that people born at the junction of generations belong to the transitional or so-called echo generation. They have the values ​​of both groups.

Today's retirees are representatives of the silent generation and the GI generation. Three generations are currently active in the labor market: baby boomers, generation X and generation Y.

Mankind has evolved, changed, developed; it was varied and inconsistent. In this socio-anthropological dynamics, only a little remained unchanged, namely the presence of values ​​- people had, have and will have them. Based on the values ​​of the owner, managers create and develop companies, attract employees who share their ideology. Values ​​add meaning to life, we react to them when we make a choice, we focus on them.

"Theory of Generations" is a convenient, understandable and easy-to-use tool in work (not only for HR managers), communication, and life. Theory does not need to be thoroughly studied - it simply generalizes the knowledge and experience that people have and that everyone receives throughout life.

VALUES AND CHARACTERISTICS OF GENERATIONS

Silent generation / (born 1923–1945)

• Devotion
• Compliance with the rules
• Law and order
• Respect for position and status
• sacrifice
• Subordination
• Honour
• Patience
• frugality
• Religiosity (cf. partisanship for Russia)

Boomer Generation / (born 1945–1965)

• Idealism
• Optimism
• Image
• Youth
• Health
• Work
• Team orientation, personal growth
• Personal reward and status
• Involvement
• Excellent performance
• Media professionals
• Emphasize gender appeal
• Nostalgia and religion

Generation X / (born 1965–1984)

• Changes
• Choice
• Global Awareness
• Techno-literacy
• Individualism
• Survival
• Lifelong learning
• informality
• Searching for emotion and fear
• Pragmatism
• Hope for yourself
• Unisex
• Equality

Generation Y / (born 1984–2000)

• Changes
• Optimism
• Sociability
• Self confidence
• Diversity
• Subordination
• Street orientation
• Immediate reward
• Civic duty
• Morality
• Achievement
• naivety
• Pro in technology

At the head of the doctrine is a value approach. Since childhood, on a subconscious level, we know how to motivate representatives of different generations, how to convey information correctly - we not only know, but we do it. "The theory of generations" helps to translate intuitive knowledge into a conscious system and apply them in communication, choosing the right way and channel for delivering information (in diagrams, instructions, in live communication), monitoring the work done, motivating staff.

Silent, boomers, x's and y's

The theory of generations was created in the 90s of the XX century by American scientists - historians and sociologists Neil Howe and William Strauss. They moved away from the traditional interpretation of differences only on the basis of age and characterized generations based on deep values. As a result, the following classification of the 20th, and later the 21st century appeared: the Builder Generation (GI), the Silent Generation, the Baby Boomer Generation, Generation X (also called the Thirteenth), Y (“Millennium”, or the Generation of the Network) and Generation Z , whose representatives have only recently been born.

The theory of Howe and Strauss was created in the USA, and the Americans decomposed their history, generations before the creation of the American state. Interested, scientists, business practitioners began to test the adequacy of the hypothesis for other countries - in South Africa, Canada, Europe, Asia - and found that the theory works! With certain modifications on various continents, generations and their values ​​are similar. Is that sometimes there is a delay in the appearance of the same generation (as, for example, in South Africa).

Every four generations constitute a cycle. The duration of one cycle is approximately 80–90 years. Then the repetition begins: the fifth generation has values ​​similar to the first. Accordingly, representatives of Y are similar to Winners, Builders. By the way, the latter actively participated in the revolution in Russia, and then launched rockets and built the first cities. Will this feeling of omnipotence manifest itself in the current generation as they grow up?

How to use "Theory of Generations" in HR?

Now the labor market is represented by generations of Boomers, X, Y. What are the typical situations of their interaction?

Situation 1: The struggle for managerial positions between the Boomers and the upcoming or already occupying managerial positions Xs is quite clearly manifested. What does it mean? Baby Boomers, a generation of optimists, idealists, have begun to retire. But it is very difficult to give up their positions - they are trying to stay active and "the best" as long as possible. Moreover, these are workaholics - it is difficult for them to imagine themselves, their lives outside of work. And generation X, with their principle “our whole life is a struggle,” is increasingly, and sometimes aggressively, displacing the Boomers from managerial positions. Two bright generations - two bright clear positions.

How does the change of managers affect the employees of companies and HR?

Change of leadership values ​​– change of approach, goals and strategy. When changes appear in a complex, it is important to react correctly and quickly, change technologies and methods, adapt, and sometimes even change personnel.

Boomers have established their own principles and procedures in the company, and employees live in accordance with them: irregular working hours, gradual climbing the career ladder, emphasis on certifications and training, all emotions outside of work. What are generation X people introducing? The emphasis is shifted to the practical experience of a person - this is a distinguishing feature that many are already guided by. For generation X, it is important to be not just the best, but also unique, special. They understand that emotions and relationships help in business, so they continue to check relationships at work and actively implement corporate cultures.

Some changes have already taken root: if the Boomers actively promoted the official style of clothing at work, then the Xs have already received their informal Friday in appearance (Friday casual). Will the general bias towards informality increase?

Situation 2: The working age of the young generation Y fell on a period of demographic decline in Russia and economically developed countries, increased migration and increased attention to attracting and retaining talented employees.

The Greeks grew up in the era of the virtual world, computers, digital technologies - their technoliteracy is of a completely different nature than that of previous generations. They are focused on quick results and are not ready to wait for a reward for a long time, they adapt easily. At the same time, world-famous companies and brands are less important to them; they are interested in places, things that reflect their values, personality, features to a greater extent. The previous generation X also appreciates individuality, but for them it is a matter of principle, a kind of demonstration of their strengths and capabilities to everyone. For Ygreks, individuality is the norm, especially in the face of the widest choice. You don't have to prove it, you don't have to take risks for it. These employees understand that it is often not the companies who choose them, but they choose them, because the demand on the market exceeds the supply, and indeed, “because you just want to choose yourself.”

By the way, generation Y is not so greedy for money. This should be taken into account in the creation of motivation programs and the development of training mechanisms. Now they are ready to learn, consciously go to subordinate positions, and often they are looking not just for a teacher, but for a Teacher with a capital letter, a mentor with whom they will communicate individually. The Greeks are talented, but in addition to talent, the issues of responsibility for the company, for the region, for the country are important for them - moral and ethical values. Do you use this factor in your company? What do you as an HR give to the young generation Y? Are they ready to stay with you? Pay attention - the management of talented employees was discussed at the junction of generations X and Y. The former are now at the stage of the Artist, and the latter are in the transitional stage from the Hero to the Wanderer. Symbolically.

As a result, "GENERATIONAL THEORY" IS:

• A handy practical guide that is increasingly aware of its role in personnel management. As a result, everyone speaks a convenient and understandable language. Understanding is the key to partnership.
• This is a good tool for planning the company's staffing needs and predicting the issues that will be faced in HRM.
• This is a guide when choosing channels for delivering information to representatives of different generations and building a communication and motivation system.
• This is a way of forming values ​​and corporate culture, taking into account the characteristics of different generations.

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

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

Generation X

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

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

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

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

What are the characteristic features?

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

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

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

So how was it with us?

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

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

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

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

Millennials (or Generation Y)

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

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

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

Characteristics:

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

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

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

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

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

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

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

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

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

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

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

Characteristics:

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

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

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

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

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

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

How to win the attention of the Zetas?

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

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

In business, there are many theories that explain consumer behavior. But recently there has been a renewed interest in generational theories. This is due to the fact that classical marketing, as some believe, will no longer have time to respond to changes in the business. Therefore, the deep values ​​of generations can become an important guide for a marketer. Understanding and discovering these values ​​helps.

We will present it on the basis of the results of the research of the project "" (the theory of generations in relation to Russia) and the Saatchi & Saatchi agency. The commonality of part of the history of the generations of Russia and Ukraine allows us to apply the main conclusions of the RuGeneration project to Ukraine as well.

History of the theory

American scientists Neil Howe and William Strauss in 1991 created the theory of generations. It arose at the intersection of several sciences. N. Howe was an economist and specialist in the field of demography, and W. Strauss was a historian, writer and playwright. Independently of each other, they decided to study such a thing as "generation". And they noticed that generational conflicts are caused not by age differences, but by differences in values. If it were otherwise, people, reaching a certain age, would acquire values ​​that are characteristic, say, of their parents. But this does not happen, children do not become exactly the same as their fathers and mothers. Howe and Strauss studied the period of world history from 1584 to 1991 and made a prediction up to 2069. In the 20th century they singled out five generations and in the 21st century - one.

Object of study

In the West, the object of study of the theory has become the middle class of society, which has a high level of income, can afford significant expenses for education, food, enlightenment, and cultural life. The application of the theory of generations in Russian practice has its own specifics. According to the results of sociological research, at least two groups of Russians consider themselves to be in the middle class. The first group are people with high economic income and the second group are people with a high level of education and not very high income. Therefore, in Russia, applying the theory, experts prefer to use the term "majority". The same approach can be used for Ukraine.

Generation value

Value for a person can be defined as the significance of phenomena and objects of reality in terms of their compliance or non-compliance with the needs of society, social groups and the individual. The theory of generations was based on the values ​​of representatives of different generations. The formation of generational values ​​is influenced by many factors - political, economic, social, technological. A special role is played by the model of education adopted in the family. The formation of values ​​occurs up to 12-14 years. The child does not evaluate events from the position of "is it good or bad", "right or wrong". He just knows how to live in these conditions. Deep values ​​are subconscious, most of them are invisible, but in the future generations live and act under their influence.

Mechanism of work of value

One example of the influence of values ​​on people's behavior is the so-called "eat the plate to the end" phenomenon. It occurs when grandmothers strive to feed their grandchildren and say "the last bite is all power." This is how one of the values ​​of the generation that survived the famine and difficult wartime manifests itself - frugality, life in reserve. The mechanism of "work" of value resembles a click at a deep level. People hear something and it immediately grabs their attention. They start thinking: I understand what they are talking about, I can be an expert, I know how to live in it.

Four types of generations

According to the theory of generations, every four generations constitute a cycle. The time interval in which representatives of one generation are born is about 20 years, the duration of one cycle is 80-90 years. At the end of the cycle, repetition begins: the fifth generation has values ​​similar to the first. Children born at the junction of generations are influenced by two groups of values ​​and form the so-called transitional or echo generation. The generations of the new cycle repeat the characteristic features of the corresponding generations of the previous one, so the change of generations was compared with the seasonality of nature and 4 main types were identified:

• "Autumn" [Heroes] - active, self-confident fighters, not so much creating new values ​​as defending existing ones;

• "winter" [Adapters] insecure, lonely, deprived of an inner "core", preferring to adapt to the existing system;

• "spring" [Idealists] - revolutionaries, optimists, creating a new bright future;

• "summer" [Reactionaries] fickle, cynical, disappointed in the realities of the built system, rejecting moral values.

Generation classification

For convenience of consideration, we presented the classification of generations in Table 1.
As for generation Y, it is globalization and the Internet that have become the reason that for the first time in many decades, generation Y in the world and Russia are almost the same.

Table 1: Classification of generations:

Generation 1: GI (generation Winners)

Years of birth: 1900-1923

Type of: Autumn

1933

Revolutionary events of 1905 and 1917, collectivization, electrification.

Values: Diligence, responsibility, almost religious faith in a brighter future, adherence to ideology, family and family traditions, dominance and categorical judgments.

Generation 2: Silent

Years of birth: 1923-1943

Type of: Winter

Their values ​​continued to form up to a year: 1953

Events that formed values: Stalinist repressions, World War II, restoration of a destroyed country, the discovery of antibiotics.

Values: Loyalty, observance of rules, laws, respect for position and status, honor, patience.

Generation 3: baby boomers

Years of birth: 1943-1963

Type of: Spring

Their values ​​continued to form up to a year: 1973

Events that formed values: Soviet "thaw", space conquest, the USSR - the world superpower, the "cold war", the first plastic surgery and the creation of birth control pills,
unified teaching standards in schools and guaranteed medical care.

Values: Optimism, interest in personal growth and reward, at the same time collectivism and team spirit, the cult of youth.

Generation 4: X (Unknown generation)

Years of birth: 1963-1983

Type of: Summer

Their values ​​continued to form up to a year: 1993

Events that formed values: Continuation of the Cold War, perestroika, AIDS, drugs, the war in Afghanistan.

Values: Willingness to change, choice, global awareness, technical literacy, individualism, lifelong learning, informality
smallness of views, search for emotions, pragmatism, self-reliance, gender equality.

Generation 5: Y (Generation Network, Millennium, Next)

Years of birth: 1983-2003

Type of: Winter

Their values ​​continued to form up to a year: continue to form to this day

Events that shaped values: The collapse of the USSR, terrorist attacks and military conflicts, SARS, the development of digital technologies, mobile phones and the Internet, the era of brands.

Values: The value system of this group already includes such concepts as civic duty and morality, responsibility, naivety and the ability to obey. At the forefront of generation Y you
there is an immediate reward.

Generation 6: Z

Years of birth: 2003-2023

Type of: Not defined yet.

Their values ​​continued to form up to a year: They start to form. Senior 9 years old

Events that formed values: Everything is ahead.

Values: Not defined yet.

Active Generations

Now the consumers and workers most interested in business are representatives of the largest and most active generations: Baby Boomers, Xs and Ys.
Therefore, modern marketers are mainly interested in three generations − baby boomers, generation X and generation Y. They are the main consumers today. Generational theory helps analyze the characteristics of different generations and predict consumer behavior based on their basic values. We brought them into Table 2.

Table 2: Behavioral characteristics of the main consumer generations:

Generation "Baby Boomers"

How they buy:

The store is the place to buy. A visit to the store is a must. The purpose of the buying process is the product itself. If they need it, there are no barriers for boomers. They will look for it, seek it, even if the product is in stock.
gasine on the other side of the city. Baby boomers are very fond of specialty stores, because one of the deep values ​​of this generation is expertise. They like to be informed, so they can walk around the store for a long time, comparing products. Boomers choose the product they need for a long time, they are interested in it. It is important for them to inform friends or relatives about the purchase of a new, original, interesting product. For them, it is not the packaging that is important, but its status. Product packaging must match their worldview

Product selection:

They are looking for an answer to the question: how this product / service can increase the status, why you need to buy it.

The baby boomer generation grew up at a time when there was a variety of foods. In this generation, the phrase "Thursday is fish day" causes an almost genetic disgust. This generation is ready
try more and more new products. But they have it in their memory that the most delicious products are the dishes of their family: Napoleon cake or herring under a fur coat. Boomers have become a symbol of celebration and well-being
some Soviet-era products that were considered in short supply, such as a jar of red caviar.

Package:

By studying the packaging, boomers pay attention to the benefits of the product.

Medicines:

For the boomer generation, drugs exist to cure disease. Boomers are ready to be treated for a long time, engage in prevention, drink tasteless pills.

Generation X

How they buy:

During the formation of generation X values, large format stores began to appear - supermarkets or hypermarkets. This influenced the consumer stereotype of the generation. For generation X, the goal of the campaign
to the store is the purchase of essential goods. It is important for them that they can shop nearby. This generation is ready to spend more money for their convenience, for the opportunity to buy many different goods.
good quality in one place, do it very quickly and save time. People of this generation go to the store knowing exactly what they need to buy.

At the same time, there is such a phenomenon as an individual product. For generation X, it is important to emphasize their uniqueness, as well as independently, without pressure and imposition from the outside, make a purchase decision. As a result of the influence of generation X, who are now active buyers, the popularity of do-it-yourself stores has increased. The buying behavior of this generation can be summed up in the phrase "add your personality, create something that no one else will have."

Product selection:

They are looking for an answer to the question: what is in this product or service for me, “surprise me, and I will buy from you”, a unique person should receive a unique product.

For generation X, a sign of well-being is a new interesting and tasty product. They are ready to try, it is important for generation X to understand what is interesting and tasty for them. If boomers try a new product in order to
“eat and tick”, then generation X does this in order to understand how suitable this or that product is for them. Representatives of generation X can listen to the opinion of relatives and friends, advertising, but it is very important for them to try it themselves.

Package:

When studying packaging, generation X pays attention to the composition of the product.

Medicines:

Generation X - users of drugs that quickly relieve symptoms. It is important for them to always be efficient. Their motto is "the main thing is to relieve the symptoms, and then it will be seen." All kinds of suspensions are produced for them - it is convenient and can be taken right at the wheel of a car.

Generation Y

How they buy:

For generation Y, supermarkets and hypermarkets are turning from a place of purchase into a place of entertainment. While Gen Xers usually come to the store alone, Gen Y prefers to come
in friends company. The store for this generation is a cultural center where people come to take a walk, drink a cup of coffee, watch a movie, listen to music. Today, hypermarkets and shopping centers include not only shops, but also restaurants, cafes, cinemas, fitness centers. It is expected that soon the stores-cultural centers will also become training centers.

Product selection:

It is important to try the product, want to make a purchase decision easily, while playing and having fun.

For generation Y, it is important that food is tasty and, most importantly, healthy. If generation X were the main consumers of fast food (fast, time saving), then generation Y is vegetarian restaurants and molecular cuisine. Generation Y counts proteins, fats and carbohydrates. Even McDonald's introduces a calorie indicator for dishes on the menu.

Package:

When studying packaging, generation Y pays attention to the percentage of fat content, the content of vitamins and minerals, and the energy value of the product.

Medicines:

Generation Y chooses a branded drug. Choosing between acetylsalicylic acid and aspirin, they will take the latter, moreover, from Upsa or Bayer. Both boomers and generation X are well aware that the composition of drugs is identical, so they don’t care what they drink. Well, unless Generation X might choose a branded drug because of its fast action.

Systematized picture of values

The theory of generations is not the only theory that reflects the laws by which society lives. In addition to the values ​​of generations, there are different levels of values: global (love children, do not steal), individual, professional, etc. Human behavior is determined by a large set of factors, the values ​​of generations are just one of them. Nevertheless, the theory of generations is a systematic practical guide that allows, based on the values ​​of each generation, to determine its basic needs and motivations. It improves the understanding of, for example, decision-making processes when making a purchase and the value orientation of employees. And knowing the value orientations of a particular generation, you can use them to solve certain business problems.

Who will shape the trends

In many countries of the world (unlike Russia and Ukraine), generation Y is the most numerous of all the previous ones, it has the largest purchasing power, and which is also growing. This means that it "orders the music." It rises to the pinnacle of influence, setting an example in the use of technology for those who are older and those who are younger. Therefore, it will be useful to get to know Generation Y more closely.

Hello Igrek!

In 2010, Saatchi & Saatchi carried out a unique project in more than thirty cities around the world. Agency employees left the offices and "went to the people" in order to make friends with representatives of generation Y - young people. The experts did not use questionnaires or questionnaires, they tried to infiltrate the environment under study. As a result, a picture emerged of a generation that has entered an active life and is shaping the trends of social development today. Here are some features of this generation:

Nothing is impossible

Unlike other generations, representatives of generation Y are very free, their mentality is practically not constrained by any restrictions, Saatchi experts concluded. Generation Y has no concept of fantasy. Looking at the development of modern technologies, generation Y is convinced that nothing is impossible - today it does not exist, but tomorrow it will be invented, grown, built. Making dreams come true and getting what they have planned is in the order of things for the Ygreks, and the very concept of success is filled with a completely new, non-standard meaning for them.

Horizontal development

For Generation Y, a prestigious job and a high position are not a dream. The game develops horizontally, not vertically. So, instead of climbing up a once-chosen vertical ladder, this generation is more likely to try to gain a broader experience in several areas.

To be interesting

Material values, influence and power are less interesting for the Greeks than the variety of emotional experiences, Saatchi experts say. A prestigious employer is not the goal. Y wants to know that something depends on him. He wants to move the mechanism, not just be a cog. All activities that arouse the slightest interest are immediately “tasted”, while Ygreks, as a rule, refuse to do what they are not interested in. If they don't like something, they drop it immediately. Previously, such inconsistency was condemned. Perseverance and determination were considered a value, today this is no longer the case.

It's important to do everything

People belonging to this generation value their time very much. It is important for the player to do everything. When making an appointment, he always asks how long the event will last. Sitting at the meeting, the Y-Greeks will scroll through the same thought in their heads: “In this time, I would have done so much and so much.” Their schedule is scheduled by the minute. Asking a specific question, young people always want to get a specific answer to it and do not like to listen to lengthy abstract reasoning.

Result and reward today

Players are result oriented. They rely only on themselves. They rarely ask for help from other generations. And at the same time, they are counting on a reward, and not in the long term, but here and now. Representatives of generation Y do not know how to think big and need to know what they are investing their time in.

Optimism and self-confidence

But, despite this, optimism remains the most important feature of Ygrek. Still, the Ygreks were born and live in a relatively prosperous period, when the economic well-being of many families is growing. This optimism and excessive, in the opinion of the elders, self-confidence can become the causes of conflicts with representatives of other generations.

Without heroes

An important difference between generation Y and others is that it has no heroes. Such as, for example, Yuri Gagarin was for the baby boomer generation (born 1943-1963). It is assumed 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.

Contact and social networks

Another remarkable quality of the generation, which arose in connection with the development of high technologies, is contact. There are no clear boundaries in the world anymore, everything has merged into one stream of information. Now your best friend, your boss and your dad are all on the same social network. So when you update your Facebook status, you are talking to them all at the same time. Igrek has about a hundred friends on the social network, but the young people themselves admit that they recognize hardly half of them on the street.

Greater awareness

The players all over the world get their information through, not through television, and certainly not through the newspapers that were printed yesterday. What is the point of arranging a meeting of classmates if we have already learned everything about each other through Facebook, Ygrek believes. Generation Y has access to the most diverse and rich information on everything from sex to drugs, long before they can have their first relevant experience.

Do not think, but act

In addition, Ygreks are not inclined to analyze and double-check the information they receive. If those born in the USSR in the 70s are the generation of the TV program “What? Where? When? ”, then the Ygreks do not try to delve deeply into the issues of interest to them. Action is more important to them. For Russian Ygreks, psychologists find the following explanation for this: generation X in Russia began in years when a lot had to be read between the lines, while Ygreks were formed in the era of glasnost, so they easily take a word.

De-ideologized patriotism

A self-confident generation Y is ready to change the society in which they live. They are interested in improving the country and the world. True, their attitude to their homeland is somewhat different from the attitude of their parents, sometimes the elders even reproach them for the lack of patriotism, but in fact the Ygreks are simply less ideological.

The New Meaning of Marriage

And one more common stereotype: many people believe that Ygreks do not need a family because of their increased egocentricity. This is not so: representatives of generation Y, like their predecessors, want to find their soul mate. According to statistics, baby boomers have the least number of divorces. Generation X did not have a clear understanding of what a family is - in the USSR, for example, posters promoted "Glory to the CPSU" and "Peace in the world", and abroad during this period free relations were promoted. The X's divorce rate is very high. For the Ygreks, the family again becomes important, but even here their amendments are made: half recognize same-sex marriages. By the way, according to the researchers, the highest concentration of marriages will be in the next generation - Z.

The fate of the Greeks is in their hands

The authors of the theory of generations, Howe and Strauss, discovered a pattern: every 80 years, the values ​​of generations coincide. The values ​​of the Y generation strongly coincide with the values ​​of the GI generation (born 1900-1923), conventionally called "winners" or "survivors". True, the authors of the theory could not theoretically explain this empirical regularity. The GI generation also believed in a brighter future and witnessed outstanding technological breakthroughs. They, too, were ready to stand up for the truth and were somewhat skeptical about money. Their motto was also "Act!". They were proud of their sense of power. Isn't it all reminiscent of Generation Y? But many of the GI generation ended badly: they died on the fronts of World War II and in concentration camps ...

However, it may not end so badly for Generation Y. And in many respects it depends on the generation Y itself.

Generation trendsetter

The theory of generation and, in particular, the characteristics of generation Y gives an understanding of the picture of changing priorities of values ​​that prevail in society. It defines generation Y as a generation that is actively entering into life and shaping social development trends today. This means that generation Y will influence the formation of market needs in general and the Internet in particular. And this should be taken into account by vendors and developers of services on the Internet.

P.S. Did the Reader see the indicated features in the Ygreks surrounding him? Many of the above can actually be seen. True, not always, not everywhere and not in one person. There is no escape from the interaction of generations, which develops rules of life common to all. In addition, one should take into account the temporary nature of Ygrek values, because as Ygrek grows older, he will move from mastering values ​​to consuming them, then creating and protecting them. At the same time, his values ​​themselves change with age. Consider hippies. Where are they now? Each generation has subcultures, generation Y has, for example, hipsters, anti-globalists, clubbers, nerds, geeks, anonymous, etc. These and a number of other aspects that remain outside the scope of this material mean that the above generational characteristics are like an ideal gas in physics. In addition, we should not forget that, in addition to the theory of generations, there are other behavioral theories that are applicable in business.

Boris Zhdanov,№ 4/2012 INFORMATION TECHNOLOGIES FOR MANAGEMENT
when reprinting this material reference to is required.