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Generation x com. X, Y, Z: theories of generations in Russia

modern theory generations were developed by American sociologists William Strauss and Neil Howe, who tried to describe the history of the United States (and later the entire Western world) as a history of generations that succeed each other: the generation of Prophets is followed by the generation of Wanderers, and after them the generations of Heroes and Artists. Almost esoteric, but not devoid of wit, the scheme was criticized a lot and on the case, but nevertheless the authors were able to find some patterns in the development of society. Moreover, their observations - albeit with amendments - are also valid for Russia.

Lost generation. 1883–1900

Gertrude Stein gave the name to people born at the end of the 19th century, picking it up from an old auto mechanic. “That's who you are! And all of you are! - Miss Stein. - All the youth who have been in the war. You are a lost generation.<…>You have no respect for anything. You will all get drunk…” Stein became the godmother of the “lost generation”, and godfather- Hemingway, who made a biting phrase the epigraph to his first novel.

Of these young people who have seen the world grind World War, which did not yet have a number, many masters of the word grew up. And - Stein was right - many of them were too often applied to the bottle. In America it was Hemingway and Fitzgerald, in Germany it was Remarque and Kafka, in Russia the “lost generation” became known as silver Age: Yesenin, Mayakovsky, Khlebnikov. stand apart British group The Inklings - Tolkien, Lewis and Charles Williams. Outside of literature, the most famous representative of the "lost generation" - and the most sinister - is Adolf Hitler.

Great generation. 1901–1924

This generation was called great only at the end of the century, in 1998. These men were generally too young to take part in the Russian Revolution or fight in the trenches of the First World War, but they faced no less hardship. The youth of the "great generation" fell on civil war and Stalin's purges in Russia, the Great Depression - across the ocean. And having matured, they had to fight on the fields of the Second World War.

The journalist Tom Brokaw, who coined the term "great generation", explained their greatness simply: these men and women fought not for glory, but only because "it was right."

If many representatives of the "lost generation" delved into reflection, then their hardened World War II younger brothers looked to the future, terrible - like George Orwell, or bright - like John Paul II. Pop culture as we know it was also created by the "Great Generation". They created new characters on paper, like Stan Lee and Jack Kirby, and on screen, like Christopher Lee and Peter Cushing, invented new music like Louis Armstrong. The generation of peers of the 20th century turned out to be a match for him: strong, bright and inflexible.

Quiet generation. 1925–1942

The “silent generation” are the children of the Second World War, and overseas are also the children of McCarthyism. They are considered to be conformists and quiet, The Time, that the place of ambition in this generation was taken by a supernatural ability to see the good even in bad situations.

All this is true to a certain extent, but among these quiet ones there were several dozen voices of such strength that no one could drown them out. Martin Luther King, the Dalai Lama, Che Guevara, Mikhail Gorbachev, Boris Yeltsin - all these are representatives of the "quiet generation", but it was they who made history. In art, the “quiet generation” also made a lot of noise: Chuck Berry, Elvis and The Beatles showed how to fully unscrew the knobs on the amplifiers.

And among these same serious people, who grew up in serious times, were found the most ironic and sarcastic voices of the century: Woody Allen, Mel Brooks, Monty Python, George Carlin, who taught us not to go through life with an overly gloomy face.

Baby Boomers. 1943–1960

The Great Depression ended, as did the war, and the future looked much brighter—of course, the most notable effect was a surge in the birth rate. Number of baby boomers - main reason the fact that many developed countries today are aging: in Russia, almost the population is people born between the end of the war and the flight of Gagarin.

The post-war baby boom gave its name to the first generation to recognize itself as a generation. They were more active than their parents, more liberated, more successful. Baby boomers turned out to be woven from contradictions: they created a culture of consumption and defiantly renounced it, continued the work of their fathers and rebelled against them.

Trying to somehow define the nature of baby boomers, some American researchers divide them into two unequal parts: those born before 1954 and those born later (they are also called Late Boomers). But even this does not help much: for example, Jim Morrison, born in 1943, and Janis Joplin, and three US presidents at once, Clinton, Bush Jr. and Trump (they were also born in the same year by a strange coincidence) fall into the first group. The main creators of the computer revolution, Bill Gates and Steve Jobs, were also baby boomers - and, also obeying the strange magic of numbers, were born in 1955.

The Baby Boomers were the best evidence of the randomness of the very concept of "generation": it was they who sang about freedom - and it was they who sold this freedom for the sake of stability and security.

Generation X. 1961–1981

The generation that took over from the baby boomers held the record for the most names given to it. "Post-boomers" and "thirteenth generation" (Americans counted from the year of independence), "new lost generation" and "MTV generation". The name "Generation X" was invented by photographer Robert Capa - only he had in mind those who were born in the last pre-war years. A new meaning to the apt term was given by Douglas Copeland, who published the novel Generation X in 1991.

Generation X was different from the Baby Boomers. There were fewer of them: in the early 1960s, the first oral contraceptives just appeared on the market. They were ethnically more diverse: the number of migrants in the United States was growing, and Martin Luther King said that he had a dream. They were more independent: often both parents worked late - and the children, returning from school, opened the door with their key (hence another nickname of the generation - latchkey kids, “children with keys”).

“Generation X” is usually associated with the birth of grunge, but it also gave us modern hip-hop and Rʼn’B (MC Hammer was born in 1962, Beyonce was born in 1981, everything from Tupac to Eminem in between). David Fincher, Wes Anderson, Quentin Tarantino and the Wachowski siblings shredded the old film language and created a new one on its ruins. Sergey Brin in the USA and Segalovich and Volozh in Russia launched the Internet into a new orbit, and Elon Musk started launching rockets a little later. YouTube is also their brainchild - who else could create the main video platform in the world, if not the MTV generation?

"Generation X" was left to its own devices, and it served them well. Many of them were lost, but they never became the “new lost generation”, contrary to predictions.

Generation Y. 1982–2000

Strange as it may seem, after the “generation X” came the “generation Y” - the children of the late baby boomers, the last flowers of the 20th century, who have matured already in the new century. Hence their second, obsessive in the teeth, nickname - millennials.

It is customary to treat this generation with slight contempt: they are allegedly selfish, frivolous, do not tear themselves away from smartphones and know how to concentrate a little better than goldfish. There is some truth in this: millennials grew up with the internet, they invented the phrase YOLO, selfies and Snapchat. They live longer with their parents and generally seem to shy away from growing up, for which sociologist Kathleen Shaputis called them the “Peter Pan generation.” Their financial situation is precarious than that of others, since their youth and adulthood fell on a period of economic recession.

But in any case, it is “Generation Y” who owns the world. It is they, the most liberal people in history, who elected Obama as president and almost elected Bernie Sanders, they invented Facebook and VKontakte, they - Kendrick Lamar, Taylor Swift, Nicki Minaj, Ed Sheeran, The Weeknd - become the main stars of the new centuries. And while young punks are growing up, they will still be the main generation of our time.

Trump would be (however, there is a lot to these studies). But these same guys embark on adventures, launch startups during breaks and are not afraid to take to the squares - some for freedom, and some for the sake of hype. This tribe is young, unfamiliar, has already begun to change the world - and we will soon find out how.

In Russia, there is a lot of talk about Generation Y - people who were born between 1981 and 1995. Who they are, what they love, how to please them - all because millennials in modern Russia are a key audience for the e-commerce sphere: there are many of them, they are solvent and active on the network.

In developed countries, generation Z is gradually coming to the fore, and they are already beginning to adapt their strategies to them. This is due to the fact that, firstly, the e-commerce market in the United States is developing more rapidly, and secondly, due to historical and economic features in Russia, the gradation of generations is shifted by several years. Many Western trends resonate with us (often with a delay of 3-5 years), so it is important to understand where we will be relatively soon and what to do about it.

To begin with, a little theory: according to the American classification, there are 4 main generations in the world that are significant for the e-commerce sphere:

baby boomers- those who were born immediately after the war. They are characterized by optimism, interest in personal growth, a worthy reward for their work, at the same time collectivism and team spirit. Boomers are now gradually mastering the Internet (including Russian ones: in 2017, the number of Runet users reached 90 million people, which is 73% of the population of the Russian Federation), but they are not doing it so intensively as to be of wide interest to e-commerce representatives.

Generation X- people who appeared during the decline in the birth rate, after the population boom. They are ready for change, appreciate the opportunity to choose, strive to learn throughout their lives. They rely primarily on themselves and believe in gender equality. "X" - the last witnesses of the world before digital technologies and the only ones who can fully appreciate how it was "before" and how it became "after". According to research, they mostly trust traditional media: 62% read newspapers, 48% listen to the radio and 85% watch their favorite TV shows. People of this generation are not fanatical Internet users, so, like baby boomers, they are not the target audience of online retailers.

Generation Y, also known as , differs markedly from their parents in high self-esteem, digital literacy and unwillingness to work as hard as previous generations. In Russia, it refers to those who were born from 1985 to 2000 in the new socio-economic conditions and grew up, watching perestroika and the collapse of the USSR. In the USA, this generation includes people born in 1981-1995, as they rely on a sharp rise in the birth rate that began in 1982 - that is why retailers in Russia are still focusing on generation Y. While in the States they are already actively working with Generation Z, or post-millennials.

Generation Z have not seen a world without the Internet, it is normal for them to be online 24/7. They do not think at all about the fate of their homeland and have much more in common with their friends than with the citizens of their country. Often irresponsible and subject to fashion trends. In 2017, 74 million post-millennials were born in the United States, now generation Z makes up 23% of the total US population.

What is Generation Z?

We conducted a study of representatives of generation Z around the world to find out: who are they, what do they need and how to make them fall in love with you?

Involved

Technology has evolved along with the post-millennials, so this generation is characterized by a deep immersion in the digital space. With the help of smartphones, they explore the world and will not think about buying until they consult with their friends. The Zetas in the States spend more time online on mobile than all other generations.

Curious

Despite the fact that generation Z perceives their smartphone as a remote control from life, tactile sensations and personal experience, and so far, online shopping has not fully satisfied their thirst for knowledge.

Convinced

Their life principles are instilled in social authorities (the inner circle, bloggers, public figures) and are unshakable - this, of course, is a minus for retailers. But! Now in America, the Zetas are just entering the maturation stage: soon they will be able to manage their own money and therefore are open to new brands and brands - this is a plus.

What factors are important for buyers when shopping online

The Zetas value the opportunity to get to know the product in person, which is why webrooming is comfortable for them: the opportunity to first study all the available information on the Internet, and then buy the product in a physical store - according to the results of our study, 34% of respondents prefer this mechanic. 23% regularly do the opposite: they see a thing in a store and buy it online. Interestingly, the “click&collect” format currently developing in Russia (ordered online, picked up at the pickup point) is not so close to post-millennials around the world: only 34% of them regularly use this service.

Mobile communication largely determines the life of post-millennials around the world, they spend a large proportion of their time in social networks: 49% log in several times a day, almost the same number actively (43%) use Snapchat, which is still not at all popular in Russia. The Zetas spend 42 hours a week streaming video and are generally attracted to any video format.

Their relationship with retail? It's Complicated

The Zetas admit that the modern realities of e-commerce do not satisfy them: 45% say that it is difficult for them to find a product they like online, 43% say that it is not so comfortable for them to buy on the Internet. In general, generation Z can be called the most dissatisfied generation of all. What can retailers do to engage post-millennials and increase their sense of satisfaction?

Don't forget about offline

Despite the title of "digital generation", post-millennials are ready to interact with the world without the use of various devices, because they are young and mobile. Therefore, the presence in physical stores will help increase the credibility of the brand and provide an opportunity to examine the product in person. 71% of the world's Zetas say they enjoy shopping to see what's on trend, and 80% like to visit new outlets. At the same time, the unusual design of the premises and the uniqueness of the presented goods are extremely important for them.

Number of post-millennials using social media multiple times a day

Example 1 Sephora has found a way to diversify the shopping experience in offline stores by installing touch screens that help with the selection of cosmetics. As part of the master classes, clients can do free makeup from stylists, and using screens, test various foundations, concealers, perfumes and much more without having to open numerous jars. So the beauty retailer leaves an expert assistant in the store, but optimizes the choice from a variety of products.

Example 2 The BUTIK online store, looking for channels to attract a new audience, decided to figure out what drives their customers who choose offline or online shopping, what are the points of their “digital intersection”. With the help of our technologies, the retailer was able to analyze customer data from the Internet and set up personalized targeting. As a result, the conversion increased by 27%.

And about online

Virtual space is the natural habitat of post-millennials. Full picture will come together thanks to a website with high-quality photos and product descriptions, optimized for a smartphone, mobile application and social media presence. Generation Z should know that the brand is on the same wavelength with them.

Average number of hours per week spent across generations watching video content

Example. Maybelline used an interesting technique to engage in online shopping: to personalize online communication with customers, the beauty giant launched an application that allows you to virtually apply makeup. The face is scanned, analyzed according to more than 60 characteristics, and then the retailer offers products that will allow you to create a similar look in reality.

Work for individuality

The Zetas love the personalized approach. Take a step forward by analyzing customer information and recommending the right product: 36% of post-millennials consider recommendations necessary. One of the UK's top retailers, clothing retailer New Look, after analyzing big data and personalizing recommendations for its products, received 4 times more orders, reducing the cost of customer acquisition by 74%.

How post-millennials buy

To attract them, the products must be presented in the window in the best possible way - ideally, they should be presented in a limited collection. For the Zetas, the design of a store is often the deciding factor for visiting a store. So, customized fairs, which take place in unusual places, markets, stylized retail zones, where “zetas” get the opportunity to pick up a handmade item for themselves, are becoming a new word in retail. Also, the results of our study suggest that the Zetas are the most tactile of all generations, it is extremely important for them to feel the product by touch.

At first glance, Generation Z may seem like children whose purchases depend on the opinions of their parents. However, this will not always be the case. Very soon, Russian post-millennials will start earning money and making decisions on their own. It is important to start understanding the intricacies of this generation now so that in 3-5 years we can offer them an optimal shopping experience. Well, don't forget that even now the older generation consults with their children when choosing gadgets and equipment - so it's time for IT retailers to focus on the "zetas".

Generation Y or the Millennial generation (millennials), as well as the next generation, the network generation, millennials are the generation born after 1981-1983 who met the new millennium in young age and characterized primarily by a deep involvement in digital technologies. At the time the term was coined, Generation Y was contrasted with Generation X, which corresponds to the previous demographic generation. The term Yllo (Young Liberty Love) is often used.

Before starting a conversation about the features of a particular generation, it is necessary to make a historical and chronological explanation.

The founders of the theory of generations as such are the Americans Neil Howe and William Strauss. In Russia, the application of this theory has its own specifics, since the events under the influence of which generational values were formed in our country are somewhat different from the American ones.

So, according to American scientists, since the beginning of the twentieth century, five generations can already be counted:

Those born between 1900 and 1923 were referred to as the GI, the “Generation of Winners”. Their values evolved until 1933. In Russia, this happened under the influence of the revolutionary events of 1905 and 1917, collectivization, and electrification. Diligence and responsibility, as well as commitment to ideology were hallmarks person of this generation as a worker.

Following them, from 1923 to 1943, the "silent generation" was born, which was formed before 1953 and was distinguished, according to the observation of the American founders of the theory, by patience and law-abiding. We have a decisive influence on these people, except for the Great Patriotic War had Stalinist repressions and the restoration of the destroyed country. Among the main values of this generation are devotion, observance of rules and laws, respect for position and status, honor and patience.

The baby boomer generation, associated with a surge in births, came into this world in 1943-1963 and grew until 1973. In the USSR, its growth took place under the influence of the Soviet "thaw", the conquest of space, the improvement of the world superpower and the presence of the Cold War. As employees, these people are optimistic, interested in personal growth and reward, at the same time they are distinguished by collectivism and a well-developed team spirit.

1963 - 1983 years (upbringing, respectively, went on until 1993) - the appearance of "generation X", or "unknown generation". The continuation of the Cold War, perestroika, AIDS, drugs, the war in Afghanistan - all this, according to experts, formed the readiness of these people for change. They are characterized by global awareness and technical literacy, as well as individualism, the desire to learn throughout life, pragmatism, and self-reliance. But even this strong and numerous generation feels that the youth is stepping on its heels.

And youth is precisely the “Y generation”, which we will try to dwell on in more detail. The years of birth of the “Greeks” are 1983 - 2003. Their life values continue to form even now.

According to a survey on the topic "What is the most important thing in life for you?", Conducted by the organizers of the round table In the social network Vkontakte, most young people prioritize learning something new and self-improvement. In second place in terms of the number of votes is the desire to create a strong and loving family.

These results are very different from the priorities of generation X. And of course, their life values differ, but this is precisely the secret of moving forward.

As mentioned above, the strongest influence on generation Y was the development of network communication technologies, such as Email, short messaging service, online instant messaging and other new media resources like YouTube video hosting and social networks(Livejournal, MySpace, Facebook, Twitter, etc.).

One of the most important distinctive features psychology of today's youth is multitasking in the use of communication tools: they can chat with several people at the same time, read the text of the site on a distant topic and follow updates on Twitter and blogs. Among them, the consumption of media such as television and radio has been reduced tenfold.

Children of the Russian millennium

“Children of the Russian Millennium are, perhaps, the first generation that does not have heroes, but has idols. We assume that they themselves will become heroes and models for other generations, despite the fact that they do not always want to be such. - Coordinator of the project "Theory of generations in Russia-Rugenerations" Evgenia Shamis

The man who once said that young people will be perceived negatively at any time was right. Older generation will always look at the young a little askance, and sometimes even with caution. And on the face is not so much a conflict of generations and not a difference in the views of fathers and children, but a natural precaution to everything new and still little known.

In order to properly understand the nature of today's Russian youth, one must turn to the time when they grew up.

Today's "young" are people under 30 years old - that is, as already indicated, the generation of the late 80s and early 90s. In literature, there is such a thing as the “lost youth” of that time. She was lost in the labyrinths of changes that were taking place at that time in our country. It has become lost both for the state and for the older generation.

A colossal reassessment of values and an irrevocable change of all ideals made itself felt.

Thus, the childhood of modern "young" did not pass in the most simple conditions. Over time, these conditions broke someone, led them on the wrong path, someone was taught to treat everything and everyone with cynicism, and someone was made stronger and more purposeful. And the latter is the vast majority. Otherwise, there would be no news about more and more Olympiads won by Russian students, and we would not rejoice at the sports achievements of our young compatriots.

Of course, there are problems: these are drugs, and alcoholism, and teenage swagger. But here, as in any rule, there are exceptions. And, of course, you can not sum up all the youth under one measure. People with immoral behavior have existed and most likely will always exist.

By the way, criticism of young people is less and less heard now. The older generation, those people who have something to compare with, understand that life is changing, the world is not static, and a person, like a litmus test, reacts to the slightest changes. And if somewhere you can hear the notorious: “We were different at your age”, then, as a rule, with the addition: “The truth and the time was different ...”.

Much of what once people could only dream of has become accessible and everyday for today's youth, moreover, it has become in the order of things. The Internet, video communication, satellite telephone and other advances in technology make a person absolutely mobile and independent. And all this left a certain imprint on the character and behavior of young people.

Probably, unlike the older generations, this generation is not ready to die for the sake of a universal idea, but it can bring something new with no less success, go beyond the established boundaries and expand the horizon of its actions. All this is possible thanks to inner freedom and the ability to navigate many aspects of modern life.

Previous generations first started families, then started careers - and more often they did it simultaneously and immediately. Today, young people see and understand that having such an approach to life, their parents divorced a long time ago and to this day have an unloved job. Most of the representatives of generation Y also want a family, but they want to make it right the first time. right choice, and the same thing happens with work. But, again, every rule has its exceptions.

"Trophy Generation"

Another name for generation Y is the “trophy generation”.
This term reflects the trend modern character in competitive activities, as well as in other areas of life where there is no winner and loser, since from time to time “friendship wins”, and everyone receives “gratitude for participating in the competition”.

A survey among employers confirmed that the younger generation manifests itself in the same way in corporate culture. Some employers note that young people have too high expectations from their employment, they prefer to adjust working conditions to their lives, and not vice versa. However, they are able-bodied, want a return on their work and more participation in decision-making, often prefer to use flexible working hours.

PricewaterhouseCoopers expert Svetlana Kulganek presented interesting presentation on the attitude of employers towards people of generation Y. According to her, working with generation Y is one of the most important tasks.

Young people representing modern market labor, in the next ten years will be actively working. The main features of this generation are as follows: the guys are focused on learning more than on work, they tend to leave for large cities and other countries, they have clear requirements for employers, and a well-formed worldview. They do not want to work according to the principle “this is how it should be”, they need an interest in what they are doing.

The presence of career priorities and the obligatory interest - that, perhaps, main feature generation Y.

The Greeks, as a rule, do not have such a deep fundamental education as the Xs, and many of them prefer to develop simultaneously in several areas. They are highly trained, versatile and adapt quickly. Therefore, many by the age of 23 already have more than one diploma of education, often in absolutely different areas which is reflected in their behavior in the labor market. In their environment, short-term retraining and advanced training courses are in great demand, helping to save time, which they highly value.

And although the representatives of generation Y are mostly people with higher education, they do not always become white-collar workers and often find themselves in various business areas, whether it is manufacturing and mining or, say, public service. Given the ability and love of young people for new technologies, many of them, unlike generation X, easily master professions related to communications and IT. Also, the Ygreks are happy to conquer completely new areas where there is still no big competition.

Youth about youth

Plunging into the aspects of modern trends in personality development, I still became interested, but how do young people characterize themselves? And is she satisfied with the behavior of her peers? Here's what I was able to find out:

Elena, 19 years old

A modern young man is bright, dynamic, independent, constantly on the move, searching. Modern students have a desire to learn in order to get a decent and successful job in the future. interesting work not to depend on parents and grandparents. Many accuse the youth of being passive and inactive. This is wrong. Already during their studies, modern students try to earn extra money to help their parents. Anyway, I try and my friends too.

Kirill, 30 years old

Today's young people, especially teenagers, are always surrounded by temptations: brightly colored advertising beckons to drink beer; famous actor calls for a smoke, promising an instant solution to all problems; slot machine creates a thirst for easy money. The unsettled children's psyche is very sensitive to such things. You need to constantly control yourself, not to succumb to temptations, not to fall into bad company ... I, in turn, could not avoid this, as a result - I have not been able to quit smoking for 10 years now.

Sergey, 25 years old

Modern youth, in my opinion, is frivolous and wants everything at once. It seems to me that our generation has not yet fully comprehended its purpose and does not have clear plans for the future. Perhaps this is due to the general instability and the fact that this very future is still unknown to anyone.

Kira, 18 years old

Whatever the current generation is, it is important to remember one thing: in order to preserve the connection between generations and times, we must pass on to our children the most valuable thing that our parents taught us. After all, there are two eternal things in the world: the sky above our heads and the youth of our souls. Both are equally important for everyone. And woe to the one who sees only gray clouds in the sky, and measures the age of his soul only by the years he has lived.

Anna, 29 years old

I agree that there has always been a qualitative “conflict” between generations. We can say that this is quite normal, because there is a clear difference in interests, value systems, and so on. But here it should be noted that the most important thing in society is morality, spiritual values and morality. The current youth is in no way to blame for what is happening, because alcohol, drugs, the sex industry, luxury goods are produced under the patronage of the older generation (the capital is in their hands). Also, a certain part of the blame lies with the government, because. the country completely lacks a state, civil and moral ideology. A person as a whole, and even more so the younger generation, needs an ideological direction and a visible outline of vital principles.

Of course, the younger generation can always be blamed for something. After all, they have energy, but there is still little experience. At the same time, the same can be said about the previous generation: after all, they have experience (albeit not always positive), but they no longer have energy.

Generation Y are guys who want everything at once. They are not ready to put up with routine and uninteresting work, they do not want to separate work from self-realization. They will not do something now for the sake of the future, put off the good for later, and endure hardship today. They want to leave their mark, not be a cog in the mechanism. Not laying bricks, but building a temple - that's what they want. And to make life interesting, you want to be a part of something big, achieve something, grow and develop, change the world around you, and not just make money. They are ready to work hard - but on condition that they see what they are doing it for.

Hi all!

Today I want to talk about an interesting theory of Generations.

Do you know which Generation you belong to - X, Y or Z? What is your purpose - money, fame, global change in the world?

The X, Y, Z theory says that every 20 years a new Generation is born, which is distinguished by its values.

Let's take a closer look at how Generations X, Y, and Z are different.

Generation X

Generation X is the successor to the Baby Boomer era and covers people who were born between the mid-1960s and early 1980s.

Studies have shown that these people are responsible, striving for stability, hard work, high level civic consciousness, attention to social guarantees.

Generation X is best at tasks related to systems thinking, integration of diverse solutions, routine activities and tasks with a high degree responsibility.

Generation X was formed under the influence of:

dissatisfaction with the government.
political indifference.
An increase in the number of divorces.
Growth of disagreements in the educational system.
Increasing academic requirements and intellectual abilities.
environmental problems.
The advent of the Internet.

Generation Y

Generation Y has replaced Generation X. It covers people who were born between the 1980s and 2000s, they are also called Millenniums.

This generation was formed scientific and technological revolution, which took place during the adolescence of people of this period. Generation Y grew up in the era of the development of the latest technologies, gadgets, laptops, tablets. People of this generation say the following: they are online 24 hours a day, 7 days a week, 365 days a year.

The main characteristics of the people of this Generation include: high expectations for wages, a high level of technology, creativity, the desire to get everything at once, the desire to live for pleasure.

It is believed that the following factors influenced the formation of the Generation Y worldview: perestroika, the collapse of the USSR, the “dashing 90s”, terrorism, wars, the international financial crisis, rising housing costs, unemployment, television, pop culture, the development of mobile and Internet communications , computer technology, social networks, online communication, etc.

Researchers suggest that this group of people is in no hurry to make commitments adulthood because of the negative experience of predecessors.

This Generation has developed a special attitude towards corporate culture: its representatives strive to adjust the working conditions for themselves, they prefer flexible schedule. People have realized that life is diverse, and you need to work on what is a real passion.

Generation Z

Generation Z is all people who were born or will be born after the year 2000. These are modern youth, children of generations X and Y.

They are distinguished by high sociability and a high level of communication. This is the youth that lives in the century high technology. She strives to live for her own pleasure, wants to get everything at once, in particular easy money.

Young people of generation Z do not neglect authority, they have high expectations for wages, and do not possess such qualities as responsibility, attention to social guarantees, hard work and the desire for stability.

The tasks that are best done are work related to communication and communication, non-standard and creative work, individual assignments.

The fundamental property of Generation Z is that technology is in their blood. In the digital world, they are local.

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. illustrative example- 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 core values do not 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. That they don't read books in large volume, - okay, this is not their source of information. In libraries, with books in hand, in a constant search for information, generation X, partly Y, grew up. Generation Z does not need to collect data bit by bit, they are always at hand in their smartphone - Google knows everything. These children need to learn how to process information. They are much more interested in science than at the same age generation Y or X were interested. Please note that now even the most popular children's programs and cartoons are all with a scientific bias. There is always something to explain. Z is creators, hard workers, creators. This is the future of Russia.

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

Between 1986 and 2003, the country actually changed. The USSR did not become, the formation of a new one began political system. 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 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. The mentor leader is an important part game control.

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 is developing. educational services. If there are many people among Xs with several higher education and the concept of “gaining experience” is the norm for them, Ygreks 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.

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