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

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

Generation X

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

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

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

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

What are the characteristic features?

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

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

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

So how was it with us?

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

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

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

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

Millennials (or Generation Y)

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

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

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

Characteristics:

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

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

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

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

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

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

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

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

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

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

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

Characteristics:

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

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

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

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

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

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

How to win the attention of the Zetas?

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

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

We live in the 21st century, a century of high technology and rapid development. The world around us is changing, and the transformation affects all areas of our society. Someone strives to keep up with innovations, someone, on the contrary, adheres to a conservative position. What strategy of behavior a person chooses in changing conditions often depends not only on personal beliefs, but also on such factors as the social environment, upbringing, belonging to a generation.

The problem of "fathers and sons" has existed in our world for a long time, and the issue of mutual understanding between generations is regularly raised in various literature, both artistic and scientific. And in the modern world, the gap between generations is becoming more and more noticeable, as the conditions under which representatives of different generations grow and educate are radically changing. This, undoubtedly, has a significant impact on their values ​​and attitudes: their thinking, lifestyle, and people's attitude to leisure and work are changing.

Many argue that representatives of different generations hardly understand each other, because they grew up in radically different conditions. It is believed that the younger generation that is now entering the labor market has different work values, different job requirements and different expectations.

But do representatives of different generations really differ significantly from each other in terms of labor values? We will answer this question by considering current research on this topic.

X, Y, Z - who are they?

In 1991, American scientists Neil Howe and William Strauss published a book on the theory of generations, in which they described their ideas that approximately every 20 years in the world there is a change of generations, people with new values, a new mindset, who enter the “arena” have different life trajectories.

Recently, generational theory has gained popularity, and often we can hear references to generations X, Y and Z, who are currently the most active workers and consumers of economic goods and services.

What are these generations? What makes them different? Let's try to figure it out.

Defining generational boundaries is not an easy task. Some scientists establish them based only on time intervals, that is, starting from the year of birth, someone focuses on similar values ​​and attitudes, the general conditions of education. It is worth noting that social, cultural and economic conditions, which can vary greatly in different countries, have a great influence on the process of determining generations. Any turning point that affects the process of development of society can occur in different countries with a difference of decades. So, for example, the wide spread of the Internet took place in America in the 90s of the last century, and in our country it began only in the new millennium. Obviously, such significant events have an impact on the development of society and draw boundaries between generations.

Thus, the boundaries of generations X, Y and Z are not stably defined and vary somewhat depending on the countries and approaches of scientists. So, let's define the main characteristics of representatives of generations X, Y, Z.

GenerationX is the generation of people born after 1965. The upper generation limit varies among different authors, some scientists set it at the level of 1976, others talk about 1980 or 1984.

American scientists speak of the people of this era as a "lost generation". At that time, the “age of divorce” began in America, and this family event had a great impact on many people. In Russia, the years of growing up of representatives of generation X fell on the years of perestroika, and this era had an important impact on the formation of personalities. Generation X is characterized by a high level of skepticism, social and political indifference, lack of initiative, but at the same time, they are a very educated and literate generation. Compared to the previous generation, which is accustomed to working together, representatives of the X are focused on hard work and individual success. They are used to building their careers throughout their lives, gradually moving in the chosen direction.

GenerationY, also known as the network generation or millennial generation, were born around 1985 to 1995. A characteristic feature of this generation can be called the widespread use of the Internet, pop culture, mobile communications during their growing up, which had a great impact on their values ​​and attitudes. The Greeks are accustomed to constantly being in touch, communication, cooperation, and cooperation are important for them. They are not ready to spend their whole lives in one place, they strive for a variety of work, therefore they are ready for training and retraining throughout their lives. Players are more flexible, they quickly adapt to changing conditions, but at the same time they change conditions themselves, they are ready to dictate their own rules if they see that this will bring great benefits and increase efficiency.

There are other points of view, some argue that the players are used to consuming: information, pop culture, products. They do not aspire to start working, do not want to grow up, they are characterized by the "concept of eternal youth" and constant narcissism.

GenerationZ- These are people born between 1995 and 2010. Now the representatives of this generation have not yet entered the labor market, so it is still difficult to talk about their work attitudes and values, but some characteristic features can be noted. Representatives of generation Z grew up surrounded by modern technologies, they are less sociable than the previous generation, more focused on themselves, their own world. Because of this, some scientists call this generation "Generation MeMeMe", emphasizing their focus on their own thoughts and feelings, and not on other people. Due to the development of electronic technology, the zetas are accustomed to the visual perception of information. This makes it possible to assume that over time, new ways of learning and new technologies of work will appear on the market, which will be brought by representatives of generation Z.

Once again, we note that the boundaries of generations are conditional, for example, a person born in 1995 will be closer to someone who was born in 1994, that is, a representative of another generation, than to someone who was born in 2005 - a representative of his generation. Therefore, scientists note that the boundaries are calculated with the assumption of + - 3 years, and for people who are at the junction of generations, the features of both are often characteristic.

Comparison of labor values

Many domestic and foreign sociologists have been studying labor values ​​in the modern world, but it is worth noting that none of them divided the studied population into generations X, Y and Z, perhaps because such a division is very conditional. In addition, there is the problem of the lack of information about the labor values ​​of generation Z. The fact is that at the moment the representatives of generation Z are from 5 to 20 years old, and mass surveys usually cover the population from 18 years old, which is why there is no relevant information about labor values ​​yet. and beliefs of this generation. Therefore, we will determine the differences in the labor values ​​of generations X and Y.

So, let's consider what labor values ​​are typical for representatives of generation X.

According to the research of V.S. Maguna, for representatives of this generation, the main labor value is good earnings. In addition, the interest of work and the reliability of the place of work are of great value. Also, other researchers confirm that the dominant position in the pyramid of labor values ​​is occupied by high earnings.

Is it possible to argue that commercialism is the main feature of X? I think that such conclusions will be hasty and unfounded. A.N. Demin argues that in the minds of generation X, the prestige of a job is invariably associated with high wages. Money is not an end in itself, it serves as a means to satisfy needs and is instrumental in nature, contributing to the achievement of a high position in society.

In general, it can be assumed that the desire for financial well-being and the desire for a reliable job may be a consequence of the changes taking place in the country in the 90s. The transition to a market economy, the instability of the economic situation in the country, the crisis of 1998 - these events could have a significant impact on the working attitudes of people.

In addition to the above values, among the most common responses about the important characteristics of the workplace are the following: the ability to contribute to society, the ability to manage one's own time, and the desire to match the work to the person's level of competence. It can be said that by the end of the 1990s, a transformation was taking place in the minds of Russians, which is a consequence of the transformation of society. People are becoming freer, they want to have more independence and scope for action, in addition, they want to benefit not only themselves and their families, but also other people. In society, old boundaries are being destroyed and restrictions are being lifted. If earlier, in Soviet times, too much earnings were considered suspicious, and starting one's own business was condemned by society, now work is becoming free from conventions and strict rules. Naturally, in such conditions, people strive for greater realization of their capabilities and wish to earn as much as their level of knowledge and skills allows.

Carol Jurkiewicz talks about the importance of personal growth for Generation X. However, domestic researchers do not confirm this. This difference can be explained by the fact that societies develop at different speeds, so labor factors that were important for America 10 years ago are becoming important in our country only now.

Do the work values ​​of Generation X match those of their “followers,” Generation Y?

Good wages also remain in the first place for the Y generation. The positions that follow this are an opportunity for career growth and the possibility of self-realization, which was not in the answers of the generation of Xers. Work continues to be perceived by people as a means to achieve success, a way to occupy a worthy position in society. But now not only material wealth plays an important role, but also other components of labor - self-realization, position in society.

In addition to wages and self-realization, the Y generation makes high demands on the quality of work: they need good working conditions, social guarantees, and work ethics.

This is a significant difference from the previous generation, whose representatives did not name these values ​​as a priority. This means that the labor values ​​of the generation of Ys, which were formed in completely different economic and political conditions than the values ​​of Xs, are to some extent different from each other. The new generation develops positive attitudes towards work, they are ready to work, improve their knowledge and implement their skills, this predetermines high claims for decent wages and quality working conditions.

But is it safe to say that differences in the labor values ​​of different generations really exist?

I believe there are no such guarantees, since the difference in answers may be due to differences in the methods of collecting information, for example, differences in questions.

In order to avoid this inaccuracy, let us turn to the study “Youth of the New Russia: Lifestyle and Value Priorities”, conducted in 2007 and covering representatives of two generations: young people aged 17 to 26 years old and older generation from 40 to 60 years old.

Let's compare the answers of representatives of two generations to one question: "What requirements should a job meet that could suit you?"

The most popular answers among representatives of generation X are as follows (the sum of answers exceeds 100%, since it was possible to choose an unlimited number of answers): well-paid job (87.2%), interesting for me (60.0%), with good working conditions ( 42.4%). The least important were career opportunities and prestige.

For representatives of the Y generation, the answers were distributed in a very similar way: good pay (84.9%), interesting work (63.5%), good working conditions (29.0%). Yet the least popular answer for this generation is tireless work.

It is noteworthy that the top of the hierarchy of values ​​is the same for representatives of the two generations, although the percentage of answers is somewhat different. However, it is noticeable that other values ​​differ in importance for representatives of different generations. Thus, representatives of the Y generation have a greater focus on professional growth and the desire for creativity in the profession, while Xs want to be useful in society, while they want work to leave more free time, do not strive for career growth.

It is difficult to say whether such differences are caused precisely by belonging to different generations, that is, by the conditions of upbringing and socialization, or depend only on age. Naturally, by the age of 50, a person, most likely, has already moved up the career ladder and reached a high position, if he aspired to it. Therefore, this direction ceases to be a priority for him, and other values ​​​​come to the fore, such as free time in order to spend it with his family. The younger generation has unfulfilled ambitions, so they strive for advancement and career growth.

conclusions

So, generations X, Y, Z do not have clearly defined boundaries, but differ from each other in their upbringing, values, and perception of the world.

At the moment, the labor values ​​of generation Z have practically not been measured by scientists, since the representatives of this generation are mostly still educated and have not entered the labor market as active workers and consumers. Measuring the labor values ​​of this generation is an important task for modern sociologists, since they will soon become the main labor force of the country.

The main labor value for both generation X and generation Y continues to be high wages, but this is rather not an end in itself, but a means to achieve other goals, such as prestige, respect in society.

The labor values ​​of generations X and Y are somewhat different, Ys strive for self-realization through a profession, for a more creative work, in addition, they claim good working conditions, while for Xs it is important to have more freedom.

It is important to note that the topic is currently not well researched, but it has great value. The world is changing, the labor market is being transformed, and it is necessary to take into account the needs and demands of young generations in order to make work more efficient and the potential of young generations to be realized in work.

Infographics: Natalia Sidorova

Photo source: http://www.atlantarealestateforum.com/wp-content/photos/2010/08/three-generations.jpg

YouTube stars are replacing TV idols, and YouTube itself is replacing Internet searches with young people, according to a new study comparing Russian millennials (Y) and centennials (Z), conducted by the international communications agency PBN H + K in conjunction with independent research company MAGRAM MR. The results of the study were presented today, May 18

The study was conducted in the format of an online survey in 15 Russian cities with a population of 1500 among 1500 young people in April-May 2017. Generation Y was represented by participants aged 18-35 years old, and generation Z - from 14-17 years old.

One of the main findings of the study is that YouTube is a key platform for finding and consuming content among Generation Z in almost all categories. If generation Y still continues to search for information on healthy lifestyles, technology, and business in a regular Internet search, then generation Z has moved to YouTube on these topics. What is important is that centenials even learn the news on YouTube (46%). Millennials are also keeping up with the trends: 40% of respondents prefer to receive news on YouTube, where they watch entertainment content (49%) and technology videos (45%).

If we get personal, then all the heroes of generation Z came from YouTube. Among the most popular are Masha Way, Katya Klep, Irina Blanc. If we talk about music, then these are Yuri Khovansky and representatives of rap music, and in the entertainment category, Max +100500 and Danila Poperechny are in the lead.

But generation Y follows media personalities (TV presenters, actors, singers). Olga Buzova, Ksenia Borodina, Nastasya Samburskaya are especially popular. Pavel Volya and Garik Kharlamov are in the lead in the humor category, the millennials of rock - Zemfira and Leningrad - are listening. Both generations named Nikolai Sobolev among the favorites, who raises acute social problems in his YouTube vlog. The only TV idols that are popular with both generations are Olga Buzova and the hosts of Eagle and Tails Regina Todorenko and Andrey Bednyakov.

The main communication with friends for both generations takes place in social networks (75%). Both generations spend several hours a day there (74%). At the same time, representatives of the Y generation “share” and “post” content more actively (37% versus 20% for the Z generation). While Z is more than Y, listening to music and playing games.

To search for information and communicate, generation Y more often accesses the Internet from various devices than generation Z, and after a smartphone, they use a laptop for this much more often – 59% versus 41%.

In addition to YouTube, both generations prefer to receive news from social networks (83%) and websites (75%), paper publications are losing popularity (18%), and instant messengers have not yet conquered this niche (12%).

Both generations still watch TV every day (41%), most often it is TV series (42%) and entertainment programs (54%). What is important, it is on the topic “politics, economics, business” that generation Z notes the importance of television as a source of information.

Young people choose MTS more often, and Chinese smartphone manufacturers win the trust of teenagers

MTS is the most popular mobile service provider among younger generations (30% for Y and 31% for Z). The rest of the operators share the preferences of the young audience approximately equally (Tele 2 - 24%, Megafon - 21% and Beeline - 20%).

When it comes to smartphone brands, the leaders among both generations are Apple and Samsung, chosen by 22% of millennials and 24% of centennials each. The third most popular brand is Sony, 8% in the Y group and 3% in the Z group, followed closely by Nokia (6% of respondents in both age groups). Chinese brands such as ZTE, Huawei and Xiaomi are lagging behind, while it is interesting that in some cases generation Z is more willing to buy phones from China (4% of centennials use the ZTE brand and only 1% of millennials). Another unexpected finding is that 25% of Generation Z do not use any instant messengers, compared to only 11% of Generation Y.

Millennials trust the majority, while centennials strive to stand out from the crowd

Millennials are more conscious about their purchases and plan ahead (37%), they also choose mass products and brands that most people trust (24%). Centennials do not plan purchases in advance (44%) and choose unique products and brands that others do not have (40%).

When asked what purchase you enjoy the most, both Y and Z prefer clothing (51% and 50%, respectively). Shoes were in second place for both generations, electronics closed the top three (Y-33%, Z-31%). For Y, cosmetics also fall into the favorite category (21% versus 17% for Z), but Y pays a little more attention to sporting goods (15% versus 11% for Z).

In the 1990s, Americans Neil Howe (economist, demographer) and William Strauss (historian, writer) independently drew attention to the ever-escalating conflicts between representatives of different generations. By joining their efforts, they analyzed the history of the United States, as a result of which they found out two patterns:

• generation gap not related to age differences, because with the achievement of a certain age, all people do not acquire common values ​​for this age;
• exist certain periods when most people still have such values.

These findings were the impetus for the creation of The Theory of Generations, which appeared in 1991. The authors of the Theory believe that human values ​​are formed before the age of 12-14 under the influence of social events and family education. The theory also considers the values ​​of representatives of different generations.

Concept definition

TO generation X includes people born in different countries between 1963 and 1983. The term "Generation X" appeared in Douglas Copeland's book of the same name. The term is widely used in demography, cultural studies, sociology, marketing, etc.

X's values ​​were formed before 1993. Strauss and Howe name the most significant factors that shaped the values ​​of Generation X:

• dissatisfaction with the authorities, distrust of the leadership;
• political indifference;
• an increase in the number of divorces;
• an increase in the number of women mothers in the workplace;
• extremely low population growth;
• reduced funding and reduced quality in the educational system;
• problems of the environment and ecology;
• creation of the Internet;
• end of the cold war.

AIDS, perestroika, drugs, the war in Afghanistan can be added to the events that shaped the values ​​of the Russian Generation X.

Generation X values:
- readiness for change;
- possibility of choice;
- global awareness;
- technical literacy;
- individualism;
- the desire to learn;
- informality of views;
- search for emotions;
- pragmatism;
- hope only for yourself;
- gender equality.

Psychological features of generation X

In the psychological portrait of a representative of Generation X, attention is drawn to such qualities as the desire to know oneself and the unwillingness to solve social problems. A relatively high financial position allows the Xs to do what they like, study a lot and engage in self-education, travel, and have a hobby. But this is not a panacea for internal discord, anxiety and restlessness. Psychologists note that representatives of Generation X are more prone to depression than others. Emotionally, X people strive for sincerity of feelings, constancy in friendships and family relationships, they are ready to take responsibility for their neighbor even to the detriment of their own interests.

In their workplace, Generation X is guided by the principle “our whole life is a struggle.” Therefore, one should not expect excessive humanism from them - for example, the previous Generation of Boomers is clearly experiencing the activity of the “Xs”, which rather aggressively remove them from managerial positions. But at the same time, the Xs do not forget about the practical benefits of interpersonal relationships and therefore pay a lot of attention to corporate culture and team building.

The theory of generations is closely connected with the economic cycles of the development of states. Rise, stability, recession, crisis, then rise again. Technologies develop, society changes, needs grow, new professions and even entire industries appear and die, but historical turns remain unchanged. Each of these periods influences the formation of generational values. Neil Howe and William Strauss, the founders of the theory of generations, traced these cycles in the development of American society since the time of Columbus. More than 500 years of history of one state formed the basis of their theory. According to them, each period lasts approximately 20 years. Chronological intervals differ from state to state, this is due to the fact that the economies of the countries of the world are developing differently, somewhere there is a crisis, and somewhere there is prosperity. We will talk about the peculiarities of the generations of Russia in the last century, that is, about those with whom we live side by side, work, remember and honor the past and build the future. In our country, RuGenerations, the "Russian school of the Theory of Generations", is studying this issue, its publications are easy to find on the Internet, and 2 Russian books have already been published. 4 economic cycles in the theory of generations are named after the seasons. The pre-crisis period is autumn, the crisis is winter, then spring recovery and, finally, summer stability. People born in this or that period are united not only by a set of values, but also by a historical mission.

Representatives of each of these generations have their own peculiarities of worldview, values, outlook on life, each has its own mission and destiny. Of course, the structure of personality is formed under the influence of various factors: family, society, environment, profession. But still, people of the same generation are united by certain fundamental features. Generational values ​​are formed under the influence of the largest, most significant events in the country and the world, under the influence of the media, the education system adopted in society, and the deficit. A good example is the children of war, they still do not allow themselves to throw away food, they always have a supply of food and they do not like it when food remains on the plate. Their values ​​were formed in the conditions of famine and, despite the 80 years that have passed since then, modern abundance and prosperity, they cannot accept the waste in relation to food. Because the core values ​​don't change. They are formed up to about 21 years and remain with a person for life. This is the very core that defines consciousness.

So, the last five generations of Russia:

Born from 1923 to 1943 - The Silent Generation. Generation of Winter. Archetype - Creators. They were born just before the war, survived all its horrors, saw how heroes fight - born in the economic autumn. Their families suffered from mass repression. The purpose of this generation is to survive and glorify those who accomplished the feat. Spring always comes after winter. The silent generation, growing up, begins an economic boom.

Born in 1943-1963 - Baby Boomers; Spring Generation. Archetype - Prophets . Their basic values ​​are formed in the era of economic growth, the flowering of ideology. They grew up in the world superpower, under the influence of the "thaw", admired the conquest of space. They have a winning mentality. They are optimistic, collectivism and team spirit are important for them. The main task of this generation is to strengthen the formed values ​​and the ideology created before them.

Born in 1963-1986 - Generation X; Summer Generation. Archetype - nomads . The task of the nomads, on the contrary, is to shake up the previous ideology, creating conditions for a paradigm shift. What is happening now. You can have different attitudes, for example, to the existing political situation, but you cannot ignore it. Today we see that the country is run by people from the Baby Boomer generation, and the representatives of Generation X provide the real ideological opposition. The nomads are fulfilling their mission.

Born in 1986-2003 - Generation Y; Autumn Generation. People born in the pre-crisis period, when everything collapses, are carriers of the archetype of heroes. Their only historical task, their great destiny, is to accomplish a feat when the time comes. No matter how we treat the Ygreks, they are heroes. Their key value is the improvement of life. It is important for them to prove that changes are needed always, everywhere and in everything. Let's hope that their heroism will not be accompanied by such bloodshed as the previous Autumn, during the Second World War.

Born in 2003-2024 - Generation Z. Generation of Winter . Their values ​​are formed during the crisis period. There are tough political battles, the redistribution of territories. They will someday glorify generation Y. What these people will be like is not yet fully known - the generation is only being formed. But now they are considered special. Indigo children. Extraordinarily gifted, with a special philosophy and worldview, creators, children born with gadgets in their hands. They will have to ensure economic growth in our country.

Representatives of all five generations today form our society. We will not talk about the Silent Generation, since these are already elderly people over 75 years old. They practically do not affect any social processes, they have not been working for a long time (with the exception of some individual representatives of the intellectual or creative professions).

The last four generations are socially active and closely interact with each other. And ... far from always they can boast of mutual understanding. Let's see what they are.

There is a discussion in society about the fact that modern children - representatives of generation Z - do not read books, walk a little on the street, they prefer playing football on a computer. Two-year-olds are easier and more expert with technology than their Baby Boomer grandmothers. This frightens not only the elderly, but also quite young parents of Xs and even Ys, whose childhood was spent on the street. They are in a state of constant confrontation with children, limiting time at the computer, driving them out into the street, forcing them to read long, serious books.

You should not do it so fanatically, aggressively and uncompromisingly. Of course, you need to protect your eyesight, you need to develop children physically, but you should not forget that this generation is preparing for its time. The computer is their natural habitat. The fact that they do not read books in large volumes is normal, this is not their source of information. In libraries, with books in hand, in a constant search for information, generation X, partly Y, grew up. Generation Z does not need to collect data bit by bit, they are always at hand in their smartphone - Google knows everything. These children need to learn how to process information. They are much more interested in science than at the same age generation Y or X were interested. Please note that now even the most popular children's programs and cartoons are all with a scientific bias. There is always something to explain. Z is creators, hard workers, creators. This is the future of Russia.

The younger generation, whose representatives are now from 16 to 32 years old, is Y. There are a lot of talks, myths, and discussions around them. Employers see them as lazy, with high expectations and demands that are not backed by real skills. All this is true, but there is a golden mean. You just need to understand what kind of generation it is and how it was formed.

Between 1986 and 2003, the country actually changed. There was no USSR, the formation of a new state system began. Children saw how their parents lost their jobs, were left without money and the usual stability. This is the time when a surge of terrorist attacks began: explosions of houses, metro, seizures of schools, theaters, aircraft. What had always seemed like a Hollywood movie fiction, suddenly became so close, became a reality. The old ideology has already been trampled on and a new one has not yet formed. The system of Soviet education was completely destroyed. Many experiments began and not all of them were successful. And exactly under them falls generation Y. All this together: uncertainty about the future, fear of terrorist attacks, confusion in education - completely changes the idea of ​​​​how to raise a child. Parents begin to show overprotectiveness, simply because they are scared for the child. If for generation X, a mother meeting from school is a big shame in front of friends, then for Y it is the norm. Moreover, the norm, elevated to the rank of the rules of some educational institutions. Guardianship has no boundaries. Control begins to extend to the lessons. Tutors are hired almost from the first grade. Parents (Generation X) take their role very seriously. They act exactly according to the books. Xs, who love to learn, develop, and are prone to self-reflection, began to read a lot about how to raise children and did it with their characteristic fanaticism. It is important for them to achieve professionalism in everything, parenthood is no exception.

The attitude towards the child in the family and society has changed dramatically. From childhood, he is instilled with the idea that he is a person. They begin to seriously consult with him. They begin to constantly praise him, even if he did nothing. Praise simply for what it is. Let's remember what X had to do as a child for a Baby Boomer parent to praise? Child Y is in constant interaction with the parent. He knows that he is valuable in himself. And now add hypercontrol and the desire of parents to give their child everything that he did not have. Remember how you used to buy gifts: "I'm buying this now, but it's also for my birthday." And if the toy is expensive, then immediately for all the holidays of the year. X's don't save on kids. The result is a generation of people who are uncompromisingly confident in their worth. They come to the interview and say: "I want a salary of 100,000." To the question: “What can you do? What can you give the company for this money? calmly answer: “So far, nothing, but I am ready to learn. I calculated, I need so much. They are convinced that they are expected everywhere.

The players are absolutely sure of themselves. By this they are very annoying Xs, who are characterized by constant doubts and the need to prove something. Imagine an interview, just a question: “What can you do?”. Applicant X will begin to talk, demonstrate professionalism, and Y will make it clear that here they should be glad that he just came. Among other things, this generation develops a critical idealism. On the one hand, a person idealizes himself, on the other hand, he criticizes everything around. These are people of complete mental freedom. Fantasy no longer exists. They are sure that everything that can be thought of can be done, it's just a matter of time. They grew up in a collapsing system, so they have a global attitude of responsibility for the world. They vote for global projects. After a couple of days at a new job, they can openly declare how bad everything is, and they need to improve immediately. True, this is often not followed by action. Optimism and courage - that's their motto. They are sure that you can criticize everything around. However, the Ygreks lack the ability to build relationships and analyze information. They know how to collect it from different areas, but not to dive deep. This deprives them of the opportunity to draw the correct causal relationships.

They are characterized by a rapid loss of attention and concentration. Perseverance and determination are no longer values. Changing jobs because something didn't work out here is the norm. Why prove? Why fight? You can just try again. For this they are considered frivolous and even dreamers. They avoid long-term goals and do not know how to plan. These are the people of today. At the same time, Y can be extremely productive if a large project for them is broken into pieces and constantly carried out intermediate control, marking the result. For the most part, Xs categorically do not tolerate this, for whom trust and independence are important.

I thought a lot about how to manage the Ygreks, and developed my own "coaching-authoritarian" style. Feedback in the style of coaching, help in understanding the goals and areas of development. Also, the players should be given the opportunity to make a mistake themselves and learn from it, but with the help of analysis through coaching, help to understand the consequences.

It is important to constantly maintain interest in the project. If you can sell them a routine as something incredibly interesting, they will show great results. Players need a mentor, so it's important to demonstrate your expertise. A mentor leader is an important part of managing the Games.

From the traditional, authoritarian system, leave tight control, a system of rewards / punishments, and authoritarian decision-making. In planning, you need to rely on the visualization of plans and results. Players need to see their actual result, otherwise they tend to overestimate it or ignore mistakes. Classical control and reporting also remain. Moreover, Y reports must be compiled by themselves, so they will learn how to analyze information. And finally, "punishment" with an explanation. Ys are very loyal to themselves, and often Xs begin to “play” with them in caring parents at work. But it is important for Ygrek to show that there are consequences for a mistake, they are real and justified. It is necessary not only to talk about responsibility, but, indeed, to “punish”. For example, to make it clear: until you complete this project, I will not give you a new one, the one you want.

Remember that Generation Y is superficial. This, by the way, is noticeable in the way the sphere of educational services is developing. If among the Xs there are many people with several higher educations and the concept of “gaining experience” is the norm for them, then the Ys are increasingly choosing short courses aimed at developing specific skills. This is no longer the future, this is the present, it can only be understood, accepted and lived in it.