The theory of generations. Theory of generations X, Y, Z

Generation Z in Russia, this is approximately 21 million boys and girls who were born between 2001 and 2010. These children and young people do not know a world without financial crises, the Internet and cell phones.

Their life position, principles and values ​​are not at all the same as those of those who were born earlier. There is an opinion that people of generation Z will represent the most active, resourceful, knowledgeable and entrepreneurial population. Until they are fully formed into a full-fledged workforce, we offer you some facts and characteristics of generation Z for your acquaintance. This information will help you to get to know the representatives of this generation better, determine what is important to them, as well as how to hire them and offer them your services. .

The best workers are enterprising employees. They are full of new ideas, they are ready to work hard and take responsibility. But they are also the most dangerous - sooner or later they decide to work for themselves. At best, they will simply leave and create their own business, at worst, they will take your information, a pool of customers and become competitors.

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Theory of generations X, Y and Z

In 1991, American scientists Neil Howe and William Strauss developed the Generational Theory. A generation is a set of people born in a certain period of time, exposed to the same external factors, incidents, methods of education, with similar life priorities.

We are not aware of the impact of these priorities, values, but they largely determine our life: the manner of communication, ways to resolve conflicts and create teams, development paths, shopping, motivation, setting goals and managing people.

The formation of values ​​occurs at a very young age (up to about 10-12 years). Over the next years, their transformation or even a radical change is possible, but this is practically unrealistic without the influence of important events in the world, society and the life of the person himself.

In this theory, periodic generational cycles are singled out and described. One cycle consists of four generations. The phase of time during which people of one generation are born is approximately 20 years, respectively, the duration of one cycle is about 80-90 years. When the cycle comes to an end, a new generation begins, with values ​​and traditions characteristic of the first generation of the previous period. Children who were born at the intersection of generations absorb the priorities of the two groups and represent a transitional or echo generation.

Generations of a new cycle duplicate the main features of the corresponding generations of previous cycles, so the generational change is compared with the seasons and is divided into the following types:

"Autumn" (Heroes) - active, self-confident warriors who mainly fight for existing values, and do not create new ones.

"Winter" (The Fitters) are lonely, indecisive, even weak conformists who choose an adaptive way of life.

"Spring" (Idealists) - rebels, activists who change the world around them and create a brighter future.

"Summer" (Reactionaries) - changeable, caustic, deceived by false hopes for the happy functioning of the existing system, nihilists.

At the moment, the generations of the following types are distinguished:

1. Generation G.I. (born 1900–1923)
2. Silent Generation (born 1923–1943)
3. Baby Boomer Generation (born 1943–1963)
4. Generation X (born 1963–1984)
5. Generation Millennium, or Y (born 1984–2000)
6. Generation Z (born in 2001)

Generations X, Y and Z and their characteristics

Generation X(Unknown generation). They were born in 1963-1984 (“summer”, “nomads”). Their personalities were formed in the conditions of the Cold and Afghan wars, informational isolation, drugs, AIDS, total shortages, stagnation in the economy, and the beginning of perestroika. A flood of divorces swept across the country, which made Gen Xers more flexible in their relationships with others, and the constant absence of parents from home due to busy work more independent.

Baby Boomers didn't see raising children as their life's mission. In their opinion, a child who independently copes with the difficulties that have arisen will be happier than a refined child. Therefore, in childhood, the Xs rode bicycles and scooters around the city, heated their own food and knew how to cook the simplest dishes in case their parents were again delayed in the service.

The consequence of such a childhood was constant mobility, readiness for reforms and confidence only in one's own abilities and own experience. Generation X people are very reluctant to seek help. Most of them are introverts, they try to avoid large events and crowds. Even when choosing a hobby, the emphasis is on non-team sports: as a rule, boxing and wrestling for boys and figure skating and gymnastics for girls.

The main life priorities are time and the right to choose. The greatest pleasure for the people of this generation will be the work that allows you to create and not limit your imagination and originality of thinking. The best rest is a quiet pastime in a boarding house, sanatorium, on the beach.

At the same time, people of generation X are cynical and entrepreneurial. For them, the definition of "patriotism" loses its meaning, since they were brought up behind the "Iron Curtain", in isolation from the influence of other countries. The homeland for them is the family, children and the immediate environment.

Generation Y(Network Generation, Millennium Generation, since its representatives are already graduating from schools in the third millennium). This is the population that was born in the period of "autumn", 1984-2000 ("heroes"), which, according to the theory of generations, have similar characteristics to the GI generation.

The main historical events in the period of their formation as individuals are the collapse of the USSR, regular terrorist attacks, epidemics of the latest diseases. And all this happened along with the rapid development of digital, communication, information and biotechnologies. Y-and are simple-minded and prone to collective activity. Generation Y people are well versed in computers, so it is easier for them to find a soul mate many kilometers from their settlement than to keep in touch with their nearest neighbor.

Scientists call the Y-s "thumb generation" from the habit of texting with the thumb while holding the phone in one hand. For them, there is practically no difference in the virtual and real world, since they combine them in their lives without unnecessary difficulties, spending daily time in correspondence, blogs and computer games. These are gentle, spoiled creatures, practically devoid of the independence that their parents possessed. They formed a well-known, but at the same time convinced of their indispensability and significance generation.

They do not believe in future rewards, it is important for them to receive the due payment immediately. For people of this generation, a sense of duty and high moral standards play a more important role than for the previous generation. Yi is a generation of brands well versed in fashion. Fashion is their principle, and the main goal in life is to get the maximum pleasure from everything they do. Adrenaline and positive emotions are what generation Y want to feel even from playing sports. The most preferred sports equipment is roller skates, a skateboard or a bicycle.

Generation Z(Generation Z, Net Generation, Generation M, Internet Generation, digital generation, lost generation, winter period). These are guys who were born starting from 2001-2003 (according to versions of various sources). Generation Z children live in times of regular economic crises. The forces of the authorities are becoming stronger, the state is gaining more power and influence. Large networks absorb small firms, everything powerful grows stronger, and the weak perishes. Humanity is constantly on the lookout for terrorist attacks and deadly new epidemics such as swine flu or Ebola.

An important characteristic of generation Z is their parents, already elderly representatives of generation X and young Y-and. What was previously called "future technologies" or "new technologies" for generation Z is their present. This is the biggest difference from generation Y, whose young years were before the technological boom.

Characteristics of Generation Z

Feature 1. Accustomed to the ease of access to information.

All people over 30 from a young age are used to waiting and remembering. All cartoons and TV shows could only be watched at certain times. There was no Internet, and the story of interest could be watched only at the time scheduled by the television channel. It was customary to know the phone numbers of relatives and comrades by heart so as not to carry the phone book with you all the time. Everyone was in constant expectation of something, in a hurry and taught! Everyone except Generation Z.

Generation Z technologies are digital and mobile inventions. These guys do not need to memorize numbers (why? after all, everything is recorded on the phone), wait for their favorite programs and films (why? after all, there is cable television and high-speed Internet).

It would seem that all the advantages of the availability of information, which previous generations could only dream of, deprived the representatives of generation Z of the need to remember and know many things. Therefore, they are unlikely to remember the dates of significant events for our country, the authors of great works and mathematical formulas ...

But generation Z analyzes a significant amount of information without any problems and quickly finds the necessary answers.

Feature 2. They do not like rigid schedules and schedules.

Older generations could not imagine their lives without a strict schedule. To kindergarten - by 8.00, to the lesson - by the first call, work - from 9.00 to 18.00, evening news at 21.00. The generation born in the 1990s did not adhere to such rigid frameworks. Therefore, when generation Z was just born, a system of conscious motherhood came into life, mothers preferred to raise their children themselves, not sending them to kindergarten, the school schedule and the authority of teachers decreased, and you could watch your favorite cartoons at a convenient time.

As a result, representatives of generation Z do not understand why they work in the office on a strictly scheduled basis and why they need to “plow” the whole working day, and not when there is strength and inspiration.

For generation Z, work is a set of goals and tasks that need to be completed within a certain time frame. Something like a familiar computer situation in which the hero must find a treasure, coping with all the difficulties, otherwise his princess will be eaten by a dragon. Until the evening, the hero can do nothing at all, because the condition is this: you need to complete all the tasks BEFORE dark. And Generation Z is not accustomed to doing something in advance, BEFORE the set time.

Feature 3. Frivolity in relationships.

Generation Z, whose characteristics are significantly different from older generations, perceives relationships, both friendly and work, very nonchalantly. Z has several hundred friends and followers on social networks, and they will not hesitate to add their boss as “friends” and comment on his photos without a drop of doubt or embarrassment.

This frivolity in relationships makes Gen Z hard to forge strong bonds. If suddenly they ceased to feel comfortable at work, then without unnecessary worries they will write a letter of resignation. Moreover, representatives of Z-s do not recognize the hierarchy and will not obey simply because this person is the leader.

But they have an undeniable advantage - a wide circle of contacts, respectively, and general erudition. Almost every member of generation Z has among his friends a doctor, a teacher, an insurer, and a bank employee. Each of them, without hesitation, Z will consult on the right issue. Thanks to the active use of social networks, this generation is always up to date with the latest developments in the field of fashion, the film industry, modern technologies and developments, and the political situation. Generation Z is actually a source of information. The most important thing is to know how to use it.

Feature 4. No interest in careerism.

Millennials planned their lives for years to come. Acquiring or building a home, landscaping, buying a car, career growth ... The psychological characteristics of generation Z are such that even the thought of planning disgusts them. Living only for today and now is their principle.

As soon as a representative of this generation loses interest in work, he will leave even the most successful and profitable project without regret. Zs are able to trade the proposed promotion for a downshift if they suddenly get carried away with it.

It should be borne in mind that generation Z goes to work not for the sake of a prestigious post or a big salary, but to complete an exciting task. If you can interest him, you will get an enthusiast who is able to work on an irregular schedule and for low pay.

How to work with Generation Z

Provide them with parental care

Generation Z, whose formative years taught them to be independent, start earning money from the age of 16, and at 20 they already consider themselves adults and independent. But it's not. According to research by analysts at Sparks & Honey, 60% of this generation manage to change three jobs by their 20th birthday, but 95% have not yet moved out of their parents.

Z-s are not ready to solve the problems that arise in any adult. All their lives they acted according to the plan of their parents. Mom and dad decided for Z which club he would go to, what sport he would do, what extra classes he would take, what subjects he would go to a tutor and what exams he would take of his choice. The grown-up representatives of this generation still want their lives to be planned by other people. Therefore, in order for them to successfully complete the tasks, everything must be painted in detail, dividing into points. As it was in childhood.

Don't: "Prepare a sales report for our branded office supplies."

Do: “By next Wednesday, report on the sales of our branded office supplies. In this report, you need to enter a graph of curves relative to last year's sales. You can get the initial data from Anna, Vladimir will help with the calculations, Eugene will make the graphs. This report is very important, it will be presented at the meeting with investors. Nikolai will control the execution of the task.

In the first option, a member of generation Z will search the Internet for how to make a report. He will try to fit his data to the examples found, will do something, just to deal with this task.

And if you use the second option, then Z will complete the task, clearly following the instructions, taking into account the deadline. But at the same time, it will fit responsibly and creatively, for example, by creatively designing a presentation.

Generation Z, unlike Y-s, does not consider strict limits to limit their imagination. Here is how Y thinks:

Assignment without limits → “I can do better than others” → does it to your taste → manager is dissatisfied and annoyed → assignment needs to be corrected → Y is annoyed.

Here's what Generation Z thinks:

Assignment with restrictions → “I will do it right” → add some imagination → the assignment is within the limits, but unusual → the boss is satisfied → the assignment is closed → Z is a good “son”.

Generation Z projects the task into their childhood. Y-"mother" sets the task. Z is calm because he knows that Y is on his side. This is a familiar and calm situation. And in peace Z works well.

Invite them to become supermen

Generation Z and other generations have different motivators for task performance. For Z-s, interest is of great importance. The main components of their comfort are the absence of boring frames and the presence of an interesting task.

This can be easily seen in the following example. Students of the Institute of Agriculture were sent to practice at the agricultural firm. For the successful completion of the second course of study, it was necessary to fill out an animal observation diary. The students completed the task, but they did it lazily and dishonestly.

Then the chief engineer had the idea to invite the students to take part in the work on creating a system with artificial intelligence. He explained that the purpose of the system is to reduce resource losses. In order for the system to fully function, data collected by trainees is necessary. After that, the students became more responsible for the task and gave productive suggestions for optimizing the system.

Generation Z has the advantage of being able to handle multiple tasks simultaneously without losing quality, and in a short period of time. But they are unable to complete the task if they do not understand its essence. They need to know what needs to be done, why and how it relates to the firm's goals.

Don't: Create five different product packaging options (for multiple audiences) and send to marketers.

Do: We plan to expand, so you need to come up with five packaging designs. By introducing a modified packaging, we will be able to attract new consumers.

The representative of generation Z in the first case will complete the task, but will rely only on his thoughts and preferences, and in the second case he will perform as the management expected. Z will monitor a significant amount of information, highlight the main points and create a new solution.

Generation Z will take a few consultations from their fellows and social media experts, which will save time. Y may be much more educated and erudite than Z, but will spend more time on the same task. Z has a hard time remembering information, but he knows where to find it. He will quickly complete this task. Speed ​​is a reflection of Generation Z.

Clearly dictate the rules of your game

For Generation Z, there is no hierarchy even in working relationships. They treat their colleagues and management in a friendly manner. Z will not be shy and if a question arises, he will consult not with a colleague, but through a message to his boss. It is necessary to take into account when working with representatives of generation Z that they will respect Y as a person, and not as a leader.

Z does not like to live according to the schedule, adjust to the schedule, work within the normal working hours, because he believes that one should work by inspiration and convenience, and not by order.

Z imagines work as a combination of tasks that must be completed conscientiously and on time. Time is the only valid limiter. Failure to meet the deadline will result in punishment, as it was in childhood.

Don't: Prepare tender documents for me and respond to consumer complaints.

Needed: Tender documentation should be ready by Monday morning: terms, conditions, our recommendations, presentation. You have until Tuesday evening to review and respond to customer complaints. You must first provide me with a draft report. Don't forget we have late fees.

In the first case, Z will complete all the tasks, but even if he knows that it is urgent, he will not rush. In the second, the documents will be prepared on time. And if he is late with the change and receives a fine, he will take it calmly.

Z people do not accept strict control over themselves, but at the same time they work calmly under restrictions (deadlines, fines, etc.), perceiving this as special conditions for a computer game.

Offer tasks designed for quick results

Generation Z are realists. They saw how the plans of older Ys were broken, so they don’t want to take on unsolvable tasks so as not to worry in the future. Zs are determined to win and do not like to experience defeat at all.

Ambitious tasks are not for Z-s, this is the prerogative of Y-s, who are very eager to fulfill them, but so far unsuccessfully. If you set an ambitious task for Z, then you need to divide it into smaller and achievable goals.

Don't: Our firm's profits must be increased by 50% by next year.

Do: You should identify the factors that limit the company's sales, and get rid of them. Then determine what innovations will affect the increase in profits. At the same time, think about how to reduce the current costs (terms and level of responsibility should be set for each task).

In the first case, the Z people will come to the conclusion that the Y-boss is nitpicking and deliberately sets impossible tasks. In this situation, it will be easier for them to quit and start looking for a new job. And in the second case, they will try to complete the tasks as soon as possible in order to report to Y.

Z, unlike Y, is not career-focused. It's too long and boring for him. He works for the sake of interest, and not for career growth and money. Remuneration is a nice bonus, thanks to which you can buy vouchers, courses and pay for entertainment. Z is not a creator, but a performer who is interested in solving tasks like a puzzle.

Promise rewards

For Zs, the value of the reward is not important, but the lack of encouragement at the end will devalue the task itself. The award may not be too big and conditional, but its presence is mandatory.

The Yandex company offers its employees comic promotions. After a year of work in the company, a person is assigned the status of “guardian of the coffee point”. The longer the service life, the higher the comic position. Such “titles” do not bring any advantages, but according to research by Milenian Branding, it became known that generation Z would prefer a minor career advancement after a certain period of time than a high position who knows when.

Generation Z people need to know their immediate future. They are used to living in comfort and peace. The Zs need to know not only the time needed to solve the problem, but also the date when the first victory will be achieved.

No, after completing the internship, we will consider your candidacy and, if you are completely satisfied with us, we will accept you full-time.

Need: we are ready to take you on an internship. If during it you show yourself well, then at the end we will raise your wages and accept you with a probationary period. If you do not complete the tasks, we will be forced to fire you. And if you are proactive and diligent, you will be enlisted in the state.

In the first case, Z will get scared and continue looking for a job, and in the second case, Z will work hard to prove himself and reach the next stage.

Generation Z people are focused on achieving quick results. They expect success after the first effort. The next step may be more difficult, but is also doable and time bound.

7 tricks on how to adapt to generation Z for the good of the company

Sometimes it seems better not to do business with Generation Z: they are capricious, lazy and poorly motivated. Moreover, the generation after Z will soon come - incredibly talented Alpha geeks, from which promising leaders will grow.

Z people are thinking performers, they are malleable and easily transform into serious workers.

1.Write clearly, point by point, speak briefly, explain clearly. According to Microsoft employees, Generation Z children only listen to new information for eight seconds. They are unable to concentrate on long messages. The oral task should consist of approximately 25 words and be divided into sub-items. Each paragraph should also be a maximum of 25 words. does not remember information well, because he knows that everything can be found on the Internet. A written task will help you remember the details.

2.Outline the problem in the form of a comic strip. The new generation perceives images better than words. Illustrated tasks and video instructions for them are more effective. This also applies to larger tasks, such as the company's development strategy.

3.Put likes. Z has been praised by relatives and teachers since childhood. For all their achievements, they were awarded prizes, even for photos on social networks they are given likes. -s cannot work without encouragement and praise. The reward does not motivate them to better solve the problem, but its absence knocks them out of the working rhythm.

4.Don't deprive them of their gadgets. According to research by Childweez, he uses all modern gadgets every day. Setting the task in the form of a program has a greater impact on them than a meeting. Introduce modern technologies into the work of the company, do not prohibit the use of social networks and do not force you to keep only paper documentation. This will increase the performance of Z-a.

5.Give them leisure. This generation is used to having fun. Information should not be presented in an instructive manner, this will only turn Z-in away from work. Allow them to develop and learn as they wish, which will increase their commitment to the firm.

6.Look for friends for them. Despite all the virtual friends, the Zs are lonely. There is no substitute for live communication. only looks liberated and sociable, but in fact they have practically no skills in building relationships. Involve them in the team, let them feel their involvement in the team.

7.Set a clear deadline. Generation Z people understand the importance of timelines, but they often break them. Set strict deadlines and penalize violations. After the establishment of such control, irresponsible workers will be eliminated themselves.

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

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

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

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

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

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

baby boomers

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

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

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

Generation X. Photo from pikabu.ru

Generation X

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

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

Generation Y

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

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

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

Generation Y jokes

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

Generation Z

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

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

Generation Z jokes

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

Generationnext

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

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

Photo: tomshw.it

Career

X: Value career more than money

Generation X people have come to replace the baby boomers. Usually they include those born from 1965 to 1980, but some researchers extend this period to 1963-1983.

Sociologists describe their approach to careers as a willingness to take on challenges, collaborate with colleagues, and tackle a wide range of problems. In their careers, they are driven by intrinsic motivation: the realization of opportunities, new knowledge and development of potential are more important for them than material incentives, avoiding punishment or the opinion of colleagues. At the same time, according to a study by the international human resources company DDI, representatives of generation X occupy 62% of leadership positions in the world. Baby boomers account for 18%, millennials for 20%.

Y: View work as a temporary step

Generation Y, or millennials, are those born between 1981 and 1995. Andrius Valikas, a professor at Mykolas Romeris University in Vilnius, who specializes in personnel management, has studied how millennials view work. He describes them as employees who are committed to their careers and specific projects, but lack loyalty to the organization they work for. This distinguishes millennials from previous generations. Representatives of Y most often view their current job as a temporary stage in which they gain new knowledge and skills.

Z: Want to build a career online

Representatives of generation Z - centennials - were born with a smartphone in their hands. These include those who were born after 1995. A successful career in the eyes of the most digitalized generation is directly determined by the Internet and applications. Thus, the most attractive profession for centennials is such a profession as the popular Youtube video blogger - 37% of survey respondents dream of such a career. In second place (35%) is a software developer. About 32% of those surveyed would like to become popular Twitter users with 1 million followers, and another 26% would like to become well-known journalists.

Attitude towards money

X: Appreciate wealth, think about the future

Personal relationships

X: Appreciate marriage, not afraid of divorce

Generation X saw an increase in divorce rates. This is due to the fact that women began to feel less materially dependent on men, and social prejudices about divorce are disappearing. For this generation, marriage ranks fifth on the list of characteristics of an ideal life, according to the American market research agency Collage Group. The top three were health, family - I mean parents and relatives - and a sense of happiness.

Y: Don't rush to get married

American sociologist Kathleen Shaputis calls millennials the Peter Pan generation. They tend to put off doing things their predecessors did much earlier—buying a house, getting married, and having children. According to the Pew Research Center, millennials are changing traditional family patterns and only 26% of Americans aged 18 to 32 are married or married. When generation X was the same age, the percentage of married and married was 36%.

Among Russian millennials, marriage and having children are more common, according to a study by the PBN Hill + Knowlton Strategies communications agency in collaboration with the independent research company MAGRAM Market Research. Thus, more than half are married or live with partners, and 31% of millennials have children.

Z: Fall in love by swipe

It is still difficult to assess how Generation Z will build families, as they are still maturing. However, we can say for sure that the nature of how they make new acquaintances, flirt and build romantic relationships, is determined by technology. For example, a study by LivePerson showed that 65% of millennials and centennials communicate more often using smartphones than in real life.

Technologies

X: Confident digital migrants

Generation Xers witnessed the advent of the first computer and the "boom" of mobile technology. They remember faxing in the office, and many of them have desktop computers at home. According to the American marketing company WordStream, this generation is the most active use of email in comparison with SMS and messages in instant messengers. They also usually have social media accounts like Facebook or Twitter. A Pew Research Center survey of Gen X Americans found that they have more desktop computers than millennials in their homes.

Y: Born with the Internet

Their best friend is a smartphone, most often an iPhone. Millennials on a short footing with Google, Facebook and Instagram. This is the first generation that came into being with the existence of cable television, the Internet and mobile phones. In other words, technology is part of the DNA of Generation Y. As they grew up, mobile technology and the Internet had already significantly transformed everyday things like shopping and paying utility bills. Millennials do not need to be told that all of the above can be done with a couple of swipes on a smartphone.

The interests and aspirations of this group are directly related to what happens in social media profiles. For Western countries, this is Facebook, which is why Generation Y is often called the “Zuckerberg generation.” 24% of millennials consider the active use of technology to be a hallmark of their generation. More than 74% believe that technology makes their lives easier and better. About 32% of millennials aged 18-24 check social media even while on the toilet.

Z: Technoholics

Virtual reality, 3D printing and self-driving cars are technologies that this generation will be on a short footing with. According to a study by CommScope, the world's leading developer and manufacturer of data infrastructure equipment, Gen Zers check their smartphones every three minutes, about a quarter every two minutes during the day. At the same time, about 70% of those who look at the phone screen more than 30 times per hour are centennials aged 18-22.

Another distinguishing feature of this group is the active use of social networks and the creation of their own content for them. So, almost half of the Z-representatives make online content at least weekly. Most often these are photos and videos.

Tatiana Kondratenko

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In 1991, American scientists Neil Howe and William Strauss created the theory of generations. According to it, every 20-25 years a new generation of people is born with character traits, habits and characteristics that set them apart from all the rest and then are repeated in future generations.

After studying in detail the work of scientists, website ready to talk about the last 4 generations that we often encounter today.

Howe and Strauss gave the name and compiled a description for each of the generations starting as far back as 1433. However, we are interested in representatives of the last four generations, whom we often meet today and who can easily fit into one conditional family: the youngest is Vanya ( Generation Z), his' elder sister ( Generation Y), Vanya's father ( Generation X) and grandmother ( baby boomer generation). Let's talk about each in more detail.

Generation "Baby Boomers"

Dates of birth: from 1943 to 1963

Grandma is 72 years old. Several times a week she goes to the pool, visits spas, bakes incredibly delicious pies, feels energetic and healthy.

Grandma's generation is called "Baby Boomers". It received this name because of the post-war surge in the birth rate. Representatives of this generation have a high level of patriotism. These people are optimists, they have a team spirit and collectivism. It is important for them to help each other, to work together and together.

They can do almost any manual work: excellent cook, sew, fish, educated and well-versed in many sciences. Many of the "boomers" are active, go to fitness centers, master gadgets and travel. And they, we repeat, are distinguished by enviable health and energy.

Generation X

Dates of birth: from 1963 to 1984

Papa is 47 years old. He has been working for a well-known construction company for over 20 years. Started from the lowest position, and now holds the post of Deputy Director. He is hardworking, responsible, and likes to do all the difficult work himself.

Papa Vanya is a bright representative of generation X. Generations of singles focused on hard work and personal success. These are people who from childhood were taught to be independent: they did their homework, got ready for school, cooked their own dinner and did most of the things without outside help.

Generation X people tend to are distinguished by global awareness, technical savvy and independence in almost everything. Most often, they prefer to work in the same organization for 30-40 years, gaining experience and rising from the lowest level to bosses and directors.

Generation Y (or Generation Millennium)

Dates of birth: from 1984 to 2004

Vanya's older sister is 23 years old. She studies abroad, has thousands of followers on Facebook, and often visits new cafes, parties and art exhibitions with her friends. She is a representative of generation Y, or millennial.

Millennials are people often referred to as the "social media generation". The external environment around them has changed incredibly quickly, so millennials are not like their parents. Prestigious work and career growth is not for them. They are not ready to work for one company for many years, they prefer flexible hours and immediate rewards for the work done.

The speed of technology development is growing, so we can only assume that the next generation will be even smarter, will adapt faster and will completely get rid of all racial, ethnic, gender and other stereotypes in all spheres of life.

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

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

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

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

Let's dwell on each in more detail.

The Greatest Generation (1900-1923)

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

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

Silent Generation (1923-1943)

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

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

Baby boomer generation (1943-1963)

The events that had the greatest impact on the formation of the values ​​of people of this generation: of course, the victory in the Great Patriotic War, the Soviet “thaw”, the conquest of space, uniform standards of education in schools and the guarantee of medical care.

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

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

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

The best sport for them is football, hockey. The best rest is tourism. In other people, they greatly respect curiosity. Now representatives of this generation, “boomers”, are quite active, go to fitness centers, swimming pools, master new gadgets and the Internet, travel to other countries as tourists.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Generation Z (since 2000)

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

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

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

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

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

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

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

Core Values

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

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

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

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

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

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

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

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

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

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

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

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