Hello everybody! There is an interesting theory about similar values and behaviors of generations, that is, groups of people who are born in a certain period of time and brought up under the influence of some large-scale events. These groups of people are called generation x y and z, and today I want to talk about each of them in more detail.
The emergence of the theory
In 1991, William Strauss and Neil Howe put forward this idea about the similarities of certain groups of people who were influenced by economic and political events, or because of rapidly developing technologies. It was originally used to increase the level of sales, in order, given the characteristics of a certain age of a person, to have an idea how to offer him a product so that he would be bought by him.
In general, to this day it finds application in business, among team builders, PR specialists and managers. It also helps a lot in relationships when misunderstandings arise between different age groups. When you understand about the conditions of life and development, for example, of a grandmother, you are more accepting of her behavior style, habits, values, and even ultimatums. After all, she grew up in a completely different environment, and this is not her personal behavior, but her whole generation.
There are only 4 generations, and they replace each other approximately every 80 years. Scientists managed to trace the connection of times only for the last 500 years, but if we continue the research, it is likely that there will be a similarity of character traits with people who lived a millennium ago. So there is the baby boomer generation, x, y and z.
I will talk about the conditions for the formation of the value system and the character of people in Russia. Because each country has its own historical events, political and economic situation, which have left their imprint on the life of the population. We are closer, clearer and more familiar with the conditions in which our relatives lived and we live.
baby boomers
A strong generation of people who were born between 1943 and 1963. This period included the victory in the Great Patriotic War, achievements in the conquest of space, and the living of the Khrushchev "thaw". They are named so due to the fact that at this time there was a huge surge in the birth rate due to the rebalancing after the war. They are distinguished by their patriotism, because they had to restore their country, in which they believed and considered a superpower.
Awards, diplomas, medals and all kinds of certificates are valuable. They are active, and even now, who is still alive, they try to maintain their health with the help of at least minimal, but physical exertion. They work well in a team, commonality is very important to them. They are active, do not stop in their development, as they have a great interest in learning something new. Their whole life was devoted to work, which they started at an early age, striving for independence.
X
This is exactly the generation that charged water through the TV when Chumak became popular in the 90s, or was coded from alcoholism thanks to Kashpirovsky's performances. The period of birth fell on 1964 - 1984. At this time, the number of divorces and the number of single mothers who worked in factories to raise children on their own began to increase, as a result of which the birth rate fell. There were drugs and AIDS. The war in Afghanistan also affected the quality of life and the value system.
Xs are distinguished by hyper-responsibility, therefore, they put care for others in the first place, sometimes even sacrificing their own interests. Due to the fact that their parents lived in difficult times, many of whom were children of war, they did not learn how to care and give love. Therefore, Xs, having not received affection and attention in childhood, are already looking for them in a partner. They wanted love and family so much that many women were ready to endure the beating of their husband, or his addiction to alcohol.
The difference with their predecessors is that they were not ready to work for the public good, preferring to engage in self-education and self-knowledge. It is believed that this generation is more prone to depression. Since for the most part in life they experienced anxiety, anxiety and a feeling of internal conflict, emotional instability. Apparently due to the fact that they ignored their own desires and needs, preferring to satisfy others.
Greeks
They call the generation of zero or millennium (1984 - 2003). The formation of their values was influenced by the collapse of the USSR, the emergence of new technologies, terrorist attacks and military conflicts. They prefer the Internet to newspapers and books, where they can get any knowledge and learn about the news in the world. These people are distinguished by their naivety, due to the fact that the information is available, they do not need to look for censored literature, while the Xs had no publicity at all, and they had to study any materials with suspicion.
The Greeks value their freedom, they are optimistic and cheerful. The baby boom generation, having achieved the goal of lifting up an entire country, does not understand at all the Ys who are ready to obey and adapt, and especially for their rejection of the shortcomings of other people. Millennials differ from the rest in that for family life they strive to choose an equal partner who will inspire to achieve any goals, who knows how to support.
They pay attention to the level of quality of their life, wanting to receive pleasure and satisfaction. Therefore, a career is more important for them than creating a family. They do not rush with the birth of children, and do not seek to plan their future. Because the economic crisis, which “broke” many people, showed zero that it is worth taking care of the present and living here and now, due to the fact that the future is changeable and unreliable. They are flexible and able to adapt to new conditions.
They do not value knowledge, believing that success can be achieved thanks to their resources, acquaintances and the ability to "cool". This depreciation was due to the fact that they watched how parents who had higher education, scientists and doctors of science, were forced to go to trade in the market due to the restructuring in the country in order to survive.
The Zetas
Now they are still children, our near future, which was born or will be born in the period 2003-2023. They do not know what a famine is, they feel the care and love of their parents, who strive to provide them with a quality life. It can be assumed that favorable conditions for their “cultivation” will contribute to the development of a healthy value system, the ability to build relationships that do not destroy the personality, but help it to reveal its capabilities.
The Zetas, unlike the X's, will understand that, above all, they need to learn and gain knowledge. And that they can rely on them. And they already differ even from zero in that they grasp new information very quickly. And the development of technology is not at all difficult for them. A child born during this period learns to handle a phone or tablet very early, sometimes even without being able to speak.
Sometimes their age and style are surprising, because with the development of the fashion industry, a huge amount of beautiful clothes are freely available, and kids from an early age attach importance to how they look, wanting to be fashionable and beautiful. They are very freedom-loving and from an early age they try to defend their opinion, demanding that it be taken into account. A huge number of opportunities around, in addition to what develops, but also affects the style of behavior.
The Zetas are prone to tantrums and whims, they just demand what they want. Experts believe that this generation will not be able to find compromises, let alone make efforts to achieve their goals. In addition, when faced with failure, these children will give up in the future, instead of looking for solutions. And this will contribute to the development of self-doubt, they will not take risks in order to succeed.
Conclusion
That's all, dear reader! Regardless of how old you or your loved ones are, and what type they belong to, it should be remembered that this characteristic is general, which does not exclude individuality in manifestations, perception and character traits. It’s just that the conditions in which we and our relatives lived are very different, and if you understand this, then you can accept the other as he is, without trying to impose your vision.
5
Who is usually referred to as the “Y” generation, and why are these people interesting from the point of view of psychology and sociology?
Generation Y refers to people who were born between 1981 and 2003. On the territory of the CIS, however, there is another starting point, which falls on 1983-1984 (the beginning of perestroika).
According to William Strauss and Neil Howe, the authors of the Theory of Generations, the values of each generation are formed before the age of 12-14, and therefore the youngest representatives of the “Greeks” are still in search of themselves. However, the foundations have already been laid - and, most likely, their psychological portrait will not differ too much from the portrait of those who are 5-10 years older.
Generation Y key features. What do they have in mind?
Dealing with millennials can be difficult for parents, teachers, and older bosses alike. To understand through what prism they see the world is not an easy task, especially considering that in our time the cult of individuality is stronger than ever, everyone strives to be a person and stand out against the background of the “gray mass”. However, psychologists still managed to identify the main features that all people of generation Y have to one degree or another.
1. Ambition
In this regard, the “millennials” have no equal, but the priority for them is not at all what mattered to their parents and grandfathers. Unlike older people, the “Greeks” do not seek to build a career in the traditional sense of the word, career growth and the constant race for solid positions and higher salaries do not matter to them.
"The most important thing is to follow your heart" they say, and they really sacrifice career prospects for the opportunity to do what really brings pleasure.
2. Cult of individuality
We have already touched on it above, but without a doubt, this topic is worth a closer look. The new generation Y has completely different requirements for work and life. And this is primarily due to the fact that they grew up at a time when there was no longer any forced distribution after universities, nor a rigid "binding" to the place of work and study.
Freedom of choice in everything - from subculture to the opportunity to open your own business and develop it - has left its mark.
For millennials, the priority is no longer material stability and confidence in the future, but the opportunity to show their talents and maximize their potential, to do something that others will envy and admire.
3. Infantilism
Perhaps this is the real scourge of all "gamers". And those who are now 18-20 years old, and those who are in their fourth decade, stubbornly do not want to say goodbye to childhood. They are in no hurry to move out from their parents, get married, have children.
Here, many different reasons come into play: in part, I don’t want to repeat the mistakes of my parents, who started an independent life early and were forced to spend most of it at an unloved job, earning mere pennies and not being able to just ... be free. In addition, in the current economic situation, it is practically impossible to save up for the same apartment, earning by honest work, and no one is eager to get into mortgage “slavery”.
4. Inner emptiness and loneliness
Despite the fact that pleasure is at the center of the life of the "gamers", only a few of them are truly happy. And the vast majority live with a feeling of deep inner dissatisfaction, regret about missed opportunities and the feeling that there is not a single person in the whole world who could 100% understand and accept them as they are. The eternal race for more expensive things and pleasures does not please, but only plunges a person even deeper into depression - hence the wild popularity of psychological consultants and trainings.
Generation Y motivation. How should an employer work with such people?
The most difficult thing to communicate with the "gamers" is still those who hold senior positions in different companies. Many people are generally scared off by the cherished “nine” in the year of birth in the resume: but it’s impossible not to read it, because according to the law, the employer does not have the right to refuse a candidate for a position because of age.
Nevertheless, knowing the peculiarities of the thinking of generation Y, it is easy to find an approach to them. In work, regardless of the field of activity, they value:
· equal and fair competition, the opportunity to become the best;
partnerships with colleagues and superiors - instead of a rigid hierarchy;
Wise leadership, not management;
Sharing information, not protecting it;
· making any decisions based on collective discussion or independent analysis, and not just instructions from above.
The best motivation for millennials is the opportunity to realize their potential, discover talents, do something really interesting and unusual, work in a friendly team and have fun to the fullest. And if you give them this opportunity, you will get the most dedicated and dedicated employees you can imagine!
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 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 the job of their dreams, 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
February 19, 2017, 18:53"On the golden porch they sat: Tsar, prince, king, prince, Shoemaker, tailor ... Who will you be?"
Today I will tell about the theory of generation X, Y, Z
In 1991, a book was published that essentially predicted the 9/11 attacks and the 2008 financial crisis in the United States.
Former U.S. Vice President Al Gore called Generations the most inspiring book on history: “If the U.S. lives quietly until 2015, their work will be forgotten, but if they are right, they will take their place among the great American prophets.”
The idea is that generations that have the same historical experience at the beginning of life form a collective portrait and live according to similar life scenarios. Values are formed by the age of 11-12 under the influence of historical events (war, manned space flight, perestroika, etc.).
Generations X and Y these are those who are now from 31 to 45 years old, the second from 21 to 30 years old. The generation of schoolchildren and to some extent the 20s are attributed to Z.
Below I will give a description of each generation, and you try to relate them to yourself. We'll have a poll at the end.)
So, the average basic duration of "generations" is about 20 years.
However, there are no exact boundaries separating one generation from another. People can belong to different generations depending on the environment of growing up, social, educational and technological opportunities, as well as trends. Someone grew up alone, and someone has younger or older brothers or sisters - this also leaves its mark.
Researchers distinguish border zones - this is a period of plus or minus three years from the "official" date of the appearance of a new generation.
People born in this zone are close to the values of both generations, which gives them great flexibility and adaptability. This is true called "border guards"
Generation X- the term was first used by Jane Deverson in 1964 in a study of British youth that identified a generation of teenagers who "sleep with each other before marriage, don't believe in God, don't love the queen, don't respect their parents and don't change their last name when they get married." ".
Usually "X's" were born approximately from 1963/65 to 1982/84.
Main distinguishing feature- they are very independent, as they grew up in conditions of autonomy - no one told them when, where and what to do. They themselves came from school, warmed up lunch, walked. They were called that - "children with a key around their necks."
The parents were too busy at work and these children learned to keep themselves busy. The X's were alone for days on end.
They got little parental warmth, but - a lot of gifts. Therefore, as adults, they formed a "consumer boom", buying up everything that moves.
Autonomy goes hand in hand with autonomy. They rely only on themselves. and are reluctant to share information (information is a value). They thoroughly understand everything they do, and also strive to establish useful connections.
Generation X - generation distrustful of everything- in their parents, social institutions, social structure... They are more pragmatic than romantic.
The main features of Generation X
1) increased intellectual abilities, global awareness, technical literacy, the desire to learn throughout life;
2) pragmatism and hope only for oneself; offline work; the desire to hide information; survival in critical situations.
3) dissatisfaction with the authorities, lack of trust in the leadership and huge political indifference;
Sometimes they are called "Generation Wanderers" - they are born during social ideals and spiritual quests.
Wanderers grow up as vulnerable children, come of age as alienated young adults, become pragmatic adult leaders, and meet old age after this period with more vitality.
This generation was greatly influenced by the Afghan and Chechen wars, the end of the Cold War, the beginning of the era of personal computers and the advent of the Internet. They love their computers, nature and McDonald's fast food. (even if they don't talk about it :)
Millennials or Generation Y
In the US, the “Y” generation is associated with the rise in the birth rate, which began in 1981-1982, and in Russia, it includes the generation born with 1983 to late 1990s.
In general, the beginning of a new generation is a moot point. So the "border guards" born from 1981 to 1985 will have to identify themselves :)
Key Features of Generation Y
The Y generation is in no hurry to take on the obligations of adulthood because of the negative example of the previous generation (their parents married early, divorced early, went to work early).
They tend to delay the transition to adulthood longer than their peers in previous generations, as well as stay longer in the parental home.
They are called " generation of Peter Pan”, - the concept of eternal youth is close to them.
Generation Y grew up in greenhouse conditions: they always had food, toys, money. The "Ys" are used to the fact that all their desires are fulfilled, they are somewhat idealistic and even impractical, but what frustrates the "Xs" the most is that they are poorly adapted to the outside world.
The relationship between generations X and Y can be illustrated by this dialogue:
- hello egg!
- I'm a chicken...
Often Y cannot reveal their talents - they need an experienced mentor. In this regard, Xs and Ys are able to develop each other: Xs bring down Ys, and Ys show their elders how to live here and now.
Y call " a generation of disappointed hopes”: more was expected from life than they received by the age of thirty. They are characterized by an increase in involvement in the life of the team.
They especially often complain about the lack of feedback and information at work and in the family circle. They need nuances, they want to understand what is still worth working on, and where everything is fine anyway, it is important for them to share what they experience.
Baby Boomers and Xs complain that Ys read few books, while Ys themselves use completely different formats for development - travel, communication, video, gadgets.
For Millenniums, care about the world around, integration into the world space is important. They often challenge the accepted rules and are distinguished by a "horizontal" vision of social contacts. They believe that it is the team that is effective, which may not need a leader at all.
While Baby Boomers and X's adhere to a hierarchical paradigm of social interactions.
The main claim of hyper-responsible "X" to Y is the lightness of the latter, the desire to try everything without staying long at one job, excessive emotionality.
Representatives of the “Y” generation will often change jobs. They need everything and preferably at once: the world is changing too fast. Hence another name for the generation "Y" - trophy generation, because they want a return on their work and greater participation in decision-making, they prefer to use flexible working hours.
What is in short supply becomes the values of the generation. During the Baby Boomer childhood, books were a rarity - and they are extremely important to them.
"Xs" give children the opportunity to learn foreign languages - in their time it was a pass to the world of success, and "Ys" consider it important to teach descendants the art of communication.
X and Y - the so-called " digital immigrants", as they were born when there were still many modern technologies. And their children - generation Z - is already the first truly digital generation .
After the millennials, “young, long-legged and politically literate” have already grown. They are also called "Generation MeMeMe" - generation "YAYAYA" or generation Z.
They grow up in the era of the Internet and the rise of social media and do not even remember the time without the Internet in direct access ...
Their worldview was influenced by the global financial and economic crisis, Web 2.0 and the development of mobile technologies.
Tech fetish freaks, taking comical selfies in toilets and elevators, they bring sleepover mats under the door of Apple Stores...
In the digital world, they are locals, not immigrants. They are called Digital Natives.
There is a significant variation in the dates of their birth. Many are inclined to believe that these are people born from 1993/98 to 2014, moreover, 1996 and 2010 are most often mentioned as border dates.
In general, they are still schoolchildren, but they are already approaching their 20s.
Z are very loyal to brands and stick to certain ones throughout their lives. In the long run, it's a jackpot for the fashion business...
Although they are more risk-averse and rarely wear seat belts, they have lower rates of teenage pregnancy, drug and alcohol abuse compared to Y.
Generation Z called a generation Artists .
They are overprotected by crisis-occupied adults, come of age as socialized opportunists in the post-crisis world, become action-oriented adult leaders, and mature into sensible seniors.
Generation Z will be affected by overprotection. After school, they study in circles or with tutors. As a result, the Zetas experience a lack of communication with their peers. They understand gadgets and technologies better than people's emotions. But the family for them will be of great value: this is the only thing that is safe in their world.
The next generation after the Z - Generation Alpha - "Alpha people" - already among us. They were born after about 2010-2011 in families X and Y. Their parents will be people who decided to have offspring after thirty. Alpha people are predicted to be more balanced, positive and less aggressive.
Wait and see...
Each new generation comes to solve its problems. Millennials have replaced the generation X, which is usually attributed to the period of a decline in the birth rate, destroying the values and ideals of their parents. Their element is digital technology. Millennials grasp information on the fly and can calculate the effectiveness of the development of various future trends.
Millennial Generation
In 1991, American sociologists N. Howe and William Strauss did a great job of analyzing the generations of people born in the period from 1900 to the 2000s. The work of scientists was called "The Theory of Generations" and contained names, descriptive characteristics of people of their generation. From 1984 to 2000, those were born who sociologists called Generation Y (“Y”) or YYYA (in the English version of MeMeMe). Millennials are people whose childhood was spent in a period of rapid development of means of communication and communications.
Other names for millennials:
- generation of Peter Pan;
- echo boomers;
- next generation;
- millenites;
- Yllo generation.
Generation Y - Characteristics
The hobbies and values of generation Y cause conflicting feelings among older people who relied on other ideals. The priority hobbies of the Peter Pan generation are digital technologies and everything connected with it. The Internet is the second, no less important "home" for the millenite. Features that characterize the "gamers":
- the creation of a family ceases to be one of the most important life stages (they are in no hurry to tie themselves up in marriage, give birth to children, they prefer to live with their parents);
- dedication of one's life to one cause, work in the organization - this is not about them;
- highly educated generation;
- the main thing from the process of work is getting pleasure;
- high social activity - 24 hours a day being in social networks, gadgets, virtual space of games;
- entrepreneurial spirit and willingness to take risks in business;
- striving for independence in work;
- prefer to make various purchases via the Internet.
Psychological traits of millennials:
- infantilism. The reluctance of the generation of Peter Pan to grow up and leave the parental home.
- narcissism. Self-admiration and the desire to flaunt personal life. Likes in social networks they need like air. Selfie sticks are one of the favorite gadgets of millennials.
- Cynicism and pragmatism. Real benefit and concrete actions are important.
- High egalitarianism. Recognize for themselves and others the right to be different.
- narrowed attention. Easily switch between different topics, texts without delving into them.
Why will Generation Y change business?
The traditional business has already changed. Generation Y, whose years of birth fell in the late 90s, is actively mastering Internet technologies and prefers to do all business and purchases online. And because the main working audience is millennials, the older generation of businessmen has to focus on the "gamers" and learn their rules of communication. Generation X business is a tough fight and competition. Millennials break these stereotypes by proving that association and teamwork produce more powerful results.
What does generation Y mean for social researchers of this phenomenon? There are studies designed to single out a phenomenon according to a number of characteristic features into one general group, but there are others that are designed to study different variations within the same social group. In 2012, the Boston Consulting Group conducted a series of millennial surveys of 4,000 people aged 16 to 34. The result of the study was the division of "gamers" into 6 types:
- Conservatives / Oldschool. They prefer to communicate on the Internet - live meetings in cafes, cinemas.
- Green and fluffy/ Clean and green. They take care of the world around them: they become vegetarians, clean the planet from garbage.
- Aware / Hiprong Ennial. More often among girls. In the course of all events, post viral articles, put a bunch of likes.
- Anti-Millennials. More often men. The priority is the family, social networks, politics are indifferent.
- Millennial moms / Mom Millennial. Very active "Greek" mothers who are engaged in the development of not only themselves, but also their children. They are very active in networks, they blog.
- Advanced / Guru Gadget. Always in trend, track and acquire new items.
16 things millennials will soon destroy
Generation Y are essentially minimalists, clearing away everything that has already become obsolete or has played a role. According to sociologists, the following things will disappear in the near future:
- Romantic acquaintances - the candy-bouquet period is becoming obsolete.
- Diamonds are expensive jewelry, people prefer traveling around the world.
- Travel agencies - self-selection of tours is becoming commonplace.
- Beer - the drink ceases to be popular.
- McDonald's. A healthy lifestyle is gaining momentum.
- Standard names give way to unusual ones.
- Expensive alcoholic drinks - it makes no sense to spend money on this.
- Hotel comfort is replaced by mimicry in the interior.
- Dress code - millennials for comfortable clothes.
- Bar soap is a relic of the past, yes! liquid soap.
- Motorcycles will "disappear" soon. Bicycles are environmentally friendly.
- Strong male handshakes - this does not make much sense.
- Vacations - a favorite and interesting thing involves so much that a vacation becomes unnecessary.
- Professional solidarity will give way to remote work and freelancing.
- Shopping centers will replace online stores.
- Network fitness clubs are being reclassified as boutique sports clubs.
Millennial kids
Millennials and other generations, the Xs that preceded the Ys and the generation Z that replaced them, adopt useful things from each other and ruthlessly destroy outdated stereotypes. Millennials are children of information development trends, born with a high ability to accept and assimilate digital technologies. Grown-up children of the “Greeks” are the people of the world who deny borders.
Generations X, Y, Z
Such different "fathers" and "children" - "X" and "Y". Sociology, which studies group social phenomena, evaluates the contribution to society that this or that generation brings, continuity. Generation Y, Z - this interaction has not been sufficiently studied by specialists, since children Z began to be born since 1996 (in other sources since 2000) - this is still a very "green" generation.
Generations X Y Z - their characteristic features
To see what values each generation brings to the world, it is important to consider their typological features:
- "X" - a generation of singles, with the aspiration for long hard work, bringing, albeit not in the near future, the result. Independence, gradualness in building a career, a path from the bottom. Others value experience. Purchases prefer to make in regular stores
- Generations Y and Z are all about working for results right away, they need everything “now” and “immediately”, bypassing difficult stages. Grasp everything on the fly, quickly switch from one activity to another. Marketers, studying the consumer market, pay attention to what generation Y and Z buy on the Internet - these are all kinds of gadgets and components.
Generation after Millennials
Millennials and centennials (generation Z) are similar in their addictions and love for gadgets, social networks, but the Z-generation, unlike millennials, do not remember their life without information technology, they were born in the Internet era. Centennials value security most of all, are devoid of illusions and do not strive like millennials for universal love and recognition. According to scientists, generation Z will change life on planet Earth for the better.
