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