Generation of graduates y what years. Clean and Green or “Green and Fluffy”. How to win the attention of the Zetas

Generation Y or Millennials – who are they? The term "millennials" was coined by American authors Neil Howe and William Strauss in a series of popular books, including Rise of the Millennials: The Next Greatest Generation (2000).

"Millennial" comes from English word"millennium" (1000 years) and refers to the generation of people born from 1980 to 2000. and those who met the millennium (new millennium) in their youth. Millennials or Generation Y or Generation YYYA or Generation MeMeMe are characterized by the enormous influence of digital technology.

2. Features of millennials.

So, main feature Millennials are exposed to the great influence of new digital technologies since childhood.

Their childhood and adolescence coincided with the period of humanity’s transition from the industrial to the post-industrial, digital era, with rapid development new technologies and their availability. Having access to various techniques and digital technologies from childhood, in their youth they become advanced users.

They use all known gadgets (tablets, laptops, smartphones and many others). All of them are constantly (24 hours a day) online. They cannot imagine themselves without selfies, social networks and online communication.

This influenced the appearance of such characteristics in people of generation Y:

• restriction of live communication (real communication is replaced by virtual);
• strong dependence on the Internet and gadgets;
• serious dependence on likes (there is a desire to make the appearance of one’s life in profiles on social networks more interesting and meaningful than that of others);
• phantom sensations (for example, it may seem that a new SMS has arrived);
• narcissism - expressed in VERY frequent publication of selfies and news about oneself on social media. networks;
• reluctance to grow up (Peter Pan generation).

Do you recognize yourself? Many people are now more or less susceptible to these problems., but they are nothing compared to the benefits that Generation Y and Millennials have!

3. Why are millennials the future?

The whole secret is in their wonderful qualities:

• Easy to learn, easy change of activity, profession, place of work, place of life.
• Tolerant attitude towards people different nationalities, races, religions.
• High self-esteem, which allows you to achieve your dreams and do what you love.
• Planning and setting global life goals.
• Organizational and entrepreneurial skills.
• Willingness to cooperate.
• Active life position.

Millennials are citizens of the world!

Millennials don't follow old stereotypes. For example, the previous generation believed that success can be assessed by owning your own home and car.

4. Attitude to work.

Millennials do not strive for high positions.

More important for them:

• Material reward and pleasure from work;
• Independent choice of working hours;
• The opportunity to work in a team of like-minded people and be heard by them;
• Communications and integration.

I often prefer working in the service creating your own business or working as a freelancer.

5. The role of millennials in the economy.

Marketers identify people of the YAYA generation (Generation Y or Millennials) as a separate, very important target audience.

Statistics show that they have high purchasing activity and especially often make purchases online. Millennials do not choose for a long time and make purchases through online stores easily, because it is convenient! Therefore, all companies involved in the sale of goods and services are interested in listening to their opinions.

Summary. Now you know who the millennials are. They adapt perfectly to conditions modern life

, can easily cope with a huge flow of information. True, they have one weak point, they often do not want to grow up, they want to remain Peter Pan, they do not want to take responsibility (millennials are also called the Peter Pan generation).

But, at some point, their determination, self-confidence, and high self-esteem inevitably help them say goodbye to the land of their fantasies. After all, every millennial dreams of proving, and first of all to themselves, that they can achieve their goals and dreams.

Bye bye! I wish everyone to enjoy life, love and dream!

Finally, watch this wonderful video describing 10 new amazing inventions: This year the Saatchi & Saatchi agency carried out unique project in more than thirty cities around the world. Agency employees left the offices and “went out into the world” in order to make friends with representatives of generation Y - young people born between 1981 and 2000. The experts did not use questionnaires or questionnaires; they tried to penetrate into the environment being studied. As a result, it was possible to draw very interesting picture

generation that has entered active life and is shaping trends in social development today.
Many people mistakenly classify all of today's youth as generation Y (also often called the Millennium generation abroad). However, according to the theory of generations, developed in 1991 by American scientists Neil Howe and William Strauss, generation Y should include those born in 1981-2000, and in Russia - those born in 1984-2000. Neil Howe was an economist and demographer who worked for the US Congress, studying the cycles of economic behavior in the States, and William Strauss was a historian, writer and playwright. They simultaneously and independently tried to understand the essence of such a phenomenon as generational conflict. But to do this, they had to take up the study of the very concept of “generation”.

As a result, Howe and Strauss came to the conclusion that generational conflicts are not caused by differences in age, but by differences in values. If it were otherwise, people, upon reaching a certain age, would acquire the values ​​characteristic of, say, their parents. But this does not happen, children do not become exactly the same as their fathers and mothers. Howe and Strauss studied the period world history from 1584 to 1991 and made a forecast until 2069. In the 20th century they identified five generations and in the 21st century - one.

The formation of generational values ​​is influenced by many factors - political, economic, social, technological. Special role plays a role in the upbringing model adopted in the family. Many values ​​are formed before the age of 12-14, during this period a person accepts the model of behavior in the family for granted, he does not perceive it critically, what is good and what is evil is told to the child by the parents. This is how a value system with which a person lives his life is formed. The formation of the values ​​of generation Y was influenced by factors such as globalization and rapid development information technologies, mobile communications, Internet, etc. In addition, Russian Igreks were greatly influenced by the collapse of the USSR, market reforms and political liberalization.

However, it is globalization that has become the reason that for the first time in many decades, generation Y in the world and in Russia are almost no different from each other. “The theory of generations after the United States was first tested in South Africa, then in the Asian Tiger countries, and then in Europe and Russia,” says Evgenia Shamis, coordinator of the “Theory of Generations in Russia-Rugenerations” project. — The values ​​of generations are similar in all countries. The point is that there is key events and phenomena in the world (the emergence of the Internet, the spread of mobile communications) common to different countries. The change of generations takes place almost in the same way all over the world.” The only exceptions may be remote, isolated regions where the Internet has not yet arrived.

WHAT IS SACRED FOR THEM?
“If I can imagine something, it probably can be done in reality,” says Sam, a graphic designer from New Zealand. Unlike other generations, representatives of generation Y are very free, their mentality is practically not constrained by any restrictions, Saatchi experts concluded. Generation Y has no understanding of science fiction. Looking at development modern technologies, generation Y is convinced that nothing is impossible - today it doesn’t exist, but tomorrow it will be invented, raised, built.

Making dreams come true and getting what they have in mind is in the order of things for Igreks, and the very concept of success is filled with a completely new, non-standard meaning for them. For Generation Y prestigious job And high post are not a dream. The game develops horizontally, not vertically. So, instead of climbing up a single vertical ladder, a representative of this generation will rather try to gain broader experience in several areas. Gamers are less interested in material values, influence and power than in the variety of emotional experiences, say Saatchi experts. “A prestigious employer is not the goal. I want to know that something depends on me. I want to move the machine, not just be a cog,” says the twenty-five-year-old Tokyo resident.

All activities that arouse the slightest interest are immediately “tasted.” For example, sixteen-year-old Anton from Moscow, while studying at school, simultaneously works as a DJ in one of the capital’s clubs and plays sports. At the same time, Igreki, as a rule, refuse to do things that are not interesting to them. If they don't like something, they immediately throw it away. Previously, such inconstancy was condemned. Perseverance and determination were considered a value, but today this is no longer the case. “As soon as work stops giving me pleasure, I will quit,” confirms Farhad (26 years old) from Mumbai.

Greeks want to get the most out of life, develop their personality, try everything - climb Kilimanjaro, dive into the ocean, jump with a parachute.

People belonging to this generation value their time very much. It is important for the player to do everything in time. When scheduling a meeting, he always asks how long the event will last. Sitting at a meeting, Igreki will scroll through the same thought in their heads: “During this time, I would do so much and so much.” Their schedule is scheduled minute by minute. When asking a specific question, young people always want to get a specific answer and do not like to listen to lengthy, abstract discussions. The players are results-oriented. They rely only on themselves and rarely ask for help from other generations. And at the same time, they count on reward, and not in the distant future, but here and now. Millennials are not long-term thinkers and need to know where they are investing their time.
According to experts, all these features of the Igreki, primarily horizontal development, are associated not only with the fact that the world has become more diverse and provides many new opportunities. Generation Y has not only seen good things, they have witnessed numerous terrorist attacks. Hence the feeling of the fragility of the world, the brevity of life and the ephemerality of existence. Everything you have achieved can be destroyed in an instant. So isn’t it better to live for your own pleasure, try and accomplish a lot before the world goes to hell?

But despite this, optimism remains the most important trait of Ygrek. After all, the Igreks were born and live in a relatively prosperous period, when the economic well-being of many families grew. This optimism and excessive, in the opinion of elders, self-confidence can become causes of conflicts with representatives of other generations.

NO MORE HEROES
An important difference between Generation Y and others is that they do not have heroes. Such as, for example, Yuri Gagarin was for the baby boomer generation (born 1943-1963). “Igrek is the first generation that has no heroes, but has idols,” says Evgenia Shamis. - We assume that they will not have heroes. They will become them for other generations, despite the fact that they do not always want to be heroes.”

“We will make it ourselves, we will achieve it ourselves” - this is the main motto of generation Y. The generation is determined to be heroes, although they may deny it. If earlier generation X wore T-shirts with photographs of their heroes, now a T-shirt with the inscription “I have no idols!” is popular among the Igreki.
Another remarkable quality of the generation that arose in connection with the development of high technologies is contact. There are no longer clear boundaries in the world; everything has merged into one stream of information. " Previously groups, to which you belonged were very clearly divided. Now it's yours best friend, your boss and your dad are all on the same social network. So when you update your status on Facebook, you are interacting with them all at the same time,” says Sriram (29) from Mumbai. Igrek has about a hundred people as friends on his social network, but the young people themselves admit that they recognize barely half of them on the street.

Gamers all over the world receive information through social networks, not through television, and certainly not through newspapers that were printed yesterday. “What’s the point of having a classmate reunion if we’ve already learned everything about each other through Facebook?” - says twenty-eight-year-old Zoe from London. Generation Y has access to a wide variety of information on everything from sex to drugs, long before they have any experience with it. But openness and walking distance also have a downside. They regret that there are no more mysteries and secrets for them.

In addition, Igreks are not inclined to analyze and double-check the information they receive. If those born in the USSR in the 70s are the generation of the television program “What? Where? When?”, then the Igreki do not try to delve deeply into the issues that interest them. Action is more important to them. For Russian Igreki, psychologists find this explanation for this: Generation X in Russia emerged in the years when a lot had to be read between the lines, while the Igreki were formed in the era of glasnost, so they easily take their word for it.
Confident Generation Y is ready to change the society in which it lives. They are interested in improving the country and the world. True, their attitude towards their homeland is somewhat different from the attitude of their parents, sometimes their elders even reproach them for their lack of patriotism, but in fact, the Igreki are simply less ideological.

And another common stereotype: many people believe that Yers, due to their increased self-centeredness, do not need a family. This is not true: representatives of generation Y, like their predecessors, want to find their soul mate. According to statistics, baby boomers have the least number of divorces. Generation X did not have a clear understanding of what a family is - in the USSR, for example, posters promoted “Glory to the CPSU” and “World Peace”, and abroad during this period they promoted open relationship. The number of divorces among Xs is very high. For the Igreks, the family is again gaining importance, but here, too, amendments are being made: half recognize same-sex marriage. By the way, according to researchers, the highest concentration of marriages will be in the next generation - Z.

But that is not all. The authors of the theory of generations, Howe and Strauss, discovered an amazing pattern: every 80 years, the values ​​of generations coincide. The values ​​of generation Y closely coincide with the values ​​of the GI generation (born 1900-1923), conventionally called “winners” or “survivors.” True, the authors of the theory could not theoretically explain this empirical pattern. The GI generation also believed in a bright future and witnessed remarkable technological breakthroughs. They were also ready to stand for the truth and were somewhat skeptical about money. Their motto was also “Act!” They were proud of their sense of power. Isn't it true that all this is reminiscent of generation Y? But many of the GI generation ended badly: they died on the fronts of World War II and in concentration camps… However, maybe things won’t end so badly for generation Y.

DETAILS

In the West, the object of study of the theory became middle class who has a high level of income can afford significant expenses on education, food, enlightenment, cultural life. The application of the theory of generations in Russian practice has its own specifics. According to the results sociological research At least two groups of Russians consider themselves to be middle class. The first group are people with high economic income and the second are people with a high level of education and not very high income. Therefore, in Russia, when applying theory, experts prefer to use the term “majority”.

Along with “pure” generations, there are also “borderline” ones, when the qualities of several generations are mixed in a person, especially if he was raised by elderly parents or grandparents. Generational change is also hampered by the fact that sometimes children live with their parents for a very long time and, therefore, remain committed to the values ​​of two generations.

Today everyone is discussing the generations of the future -Y,Z andA, while the most economically active people of the generation remain X. Little is said or written about them, but they are the ones who shape the future of the world economy and politics. About who the people of this generation are X, and how they differ from representatives of other generations, read our article.

The most active economically today are representatives of the so-called generationsX. It greatly influenced the formation modern business market conditions and has made an invaluable contribution to the development of the global economy. Representatives of Generation X have a unique value system that allows them to achieve high results in all areas of life.

The value system of representatives of generation X

This system is a set of behavioral and social attitudes that have developed under the influence of many factors. The system has a direct influence on a person’s opinion regarding certain phenomena and things that he encounters throughout his life. It is she who is the main guideline in the process of making important decisions. Changing the value system during life is possible, but it is extremely rare.

Due to the huge variety of values, they are usually divided into several main categories. Most often, researchers identify 2 types of values :

Value #1

Spiritual

This category is one of the fundamental ones. This includes all attitudes and ideals, under the influence of which an individual’s ideas about good, justice, beauty, goodness, evil, and so on are formed. It is on the set of spiritual values ​​that ideas about what is necessary and proper, preferences and desires, aspirations and attractions depend;

Value #2

Material

Material values ​​include consumer values ​​expressed in material form: basic necessities, private property, availability of goods and services.

Each person's final set of values ​​is individual and unique. It is quite difficult to take into account every element of this system. However, there are certain combinations of values ​​(gender, family, national, professional) that are inherent in representatives of certain “generations”.

Generation theory

For the first time, several scientists started talking about this theory in the first half of the 90s. According to this theory, approximately every 20 years a new generation of people is born whose value system is radically different from the value system of their parents or grandparents. The formation of the value system of a representative of each new generation actually ends by the age of 11-15, after which it is only supplemented and strengthened. Already at this age, you can notice the first differences: attitude towards other people, money, material and spiritual goods, style of consumption and behavior in general.

The calculation and description of “generations” begins with late XIX century. Each generation has its own unique values, which were formed under the influence of many factors. The activities of representatives of each generation provoked the creation of new conditions, which, in turn, began to influence the formation of the value system of the next generation.

The Lost Generation (1890 - 1900)

The first generation discussed in the mentioned theory are people born in 1890-1900. This era is characterized by social inequality, stratification of society, disappointment in civilization, cultural decline and decadence. Representatives " lost generation"grew and took shape under conditions of despotism and monarchism, and the most important event of that era was an unprecedented global military conflict - First World War and the collapse of the imperialist state. As a response, representatives of the generation took an active part in revolutionary events, the formation modern states, creation of new ideas, development of science and new culture.

Winners (Greatest) (1901 - 1925)

According to various versions, representatives of this generation were born from 1901 to 1925. These people grew up in an era of global changes in the social and political world order. Bold ideas, new directions in science and technology, the strengthening of totalitarian and authoritarian societies - all this influenced the value system of representatives of the “generation of winners”. People born at this time were participants or witnesses of the Second World War, the creation of the UN, and the post-war restoration of world order.

Silent (1925 - 1945)

People born before and during the Second World War (1925-1945) are usually called the “silent generation”. They had to grow and live in the post-war era, restore the destroyed economy and industry. The period of their activity saw the beginning of the Cold War, slow but steady economic growth, a gradual improvement in living conditions and quality of life, the absence of global upheavals, and the strengthening of power structures. However, these people had an extremely difficult childhood, which could not but leave an imprint on their entire lives.

Baby boom (ME) (1946 - 1964)

Representatives of the silent generation and the “winners” produced a huge number of children, resulting in a population explosion (1946-1964). The baby boom era marks the beginning of the sexual revolution, the rise of rock music and hippie culture. Authoritarian rulers no longer suited society, which often led to unrest and local conflicts. Demonstrations, rallies, public performances and protests became typical of this era.

At the same time, protest sentiments and narcissism begin to prevail. People of the “Me Generation” gave preference to self-realization, abandoning generally accepted social responsibility. This generation was one of the first to begin to say that the main thing in life is to have fun and change the world. Baby boomers actively promoted ideas of equality, non-violence, democracy and tolerance.

Generation X (1965 - 1979) (according to some researchers - according to 1982)

The socially active and freedom-loving baby boomers were replaced by representatives of Generation X, born from 1965 to 1979 (according to some researchers - 1982). In some cases, all children born before the 1990s and even 2000s are included here, but this is incorrect.

The formation of the “X” value system was influenced by: the war in Afghanistan, Chechen War, stagnation and fall of socialist regimes, the end of the Cold War, opening of borders, freedom of movement, globalization, the increase in the number of emigrants, the fall and subsequent rapid growth of the economy.

Representatives of the unknown became even more independent from the official authorities. However, in contrast to the worldview of the baby boomers, attempts to change the world have been replaced by the absolute or partial indifference of the “Xers” to what is happening in the political arena. Sexual relations outside marriage became the norm, as did the lack of religiosity and patriotism. Representatives of Generation X have become more likely to get divorced, but family values ​​still play a primary role for them.

These people are not used to stability. Before their eyes, the entire system of the world was changing radically, and they became accustomed to the difficulties associated with these changes. Infantilism and decadence are alien to them; they are active, smart, and can be called “punchy.” They rely only on themselves, always have a plan “B”, do not get lost in the face of difficulties and are ready for any difficult situations.

"X" changed the world beyond recognition. These people are characterized by high efficiency and productivity, they are persistent and diligent. For “X people,” career, level of education, and material wealth play an important role. They strive to be successful, but often do not look for new paths, but use long-proven routes.

Aigun KURBANOVA,
HR director at Relief company

People over 45 are professional and efficient, without unnecessary ambitions. Explain this to company management

Sometimes employers are afraid that subordinates will be older than the manager. But it's not scary! The main thing is to instruct older employees suitable job, not associated with high rates and constant stress. And there is always enough such work at the enterprise. For example, we have many employees in our company who are turning 50 this year. Just a year of anniversaries. And all these specialists work productively. Therefore, I am happy to hire people over 45 years old into my department. They are more efficient, reliable, professional, and at the same time they do not have excessive ambitions (like a university graduate who can’t do anything, but wants a lot). I can rely on such an employee, as I am sure that everything will be completed 100%. After all, he has both responsibility for the result and an unwillingness to lose his job. This is exactly what HR directors should explain to the company’s top managers.

Millennials (Y, YAYA) (early 80s - late 90s)

Most economic models and incentive systems were created specifically for Xers. Thanks to this, the HR director can quite quickly achieve an increase in labor productivity, using a “standard” set of motivators, both tangible and intangible.

“Xers” are used to achieving everything themselves. Career and life in general are unique for them. step-by-step strategy. First you need to graduate from school, then go to college or university, get a profession and “credentials”. After this, the newly minted specialist comes to the enterprise and starts from the “bottom” - working as line or junior office staff with the prospect of slowly but surely career. “Xers” achieved (and still achieve) managerial or expert positions at the age of 30-40 years.

Employee motivation X

In most cases, rapid career growth is impossible for them. Representatives of the “Xers” try to “sell themselves” more profitably, but at the same time they understand that in order to implement such a plan they need to meet the stated price. Empty ambitions are rare for them; they know their worth well and demand adequate remuneration for their labors.

Material motivation plays a huge role in stimulating Generation X workers. Promotion by career ladder, obtaining new powers or responsibilities, solving assigned tasks, fulfilling the production plan - all this should be noted not only in the form of praise or recognition of merit from management, but also with quite tangible material rewards. The increase or bonus itself may even be insignificant, but it must be there.

The most effective way of non-material motivation for X employees is the opportunity to gain new knowledge and improve their skills. Courses, seminars, business trips, webinars - all this will be appreciated by representatives of generation X.

An equally important role is played by recognition of merit - public awards, provision of a personal workplace, personal benefits, and so on. In a great way recognition of the merits of such an employee is his appointment as a mentor, who should train newcomers to the team. With this technique, the HR department can decide immediately 3 problems:

Problem #1

Increase mentor motivation

By appointing an employee as a “teacher,” management demonstrates its loyalty and trust, which in turn encourages the mentor to do his own work better;

Problem #2

Reduce newcomer adaptation time

It will be easier for a new employee to join the team and get involved in work processes if adaptation and training are carried out by an experienced employee, and not a representative of the personnel service;

Problem #3

Reduce the workload of the HR department

How to use X's human resources

The “Unknown Generation” was formed at the dawn of the era of media communications, when the Internet and other types of mobile communications were rare rather than the norm. For this reason, for many “X”s, the fundamental value is live communication and real human relations. They are not so dependent on social networks and the Internet in general, so their picture of the world is much more realistic than that of representatives Y and Z.

Characteristics of people from generation X

• have a wealth of life experience,
• have extensive work experience,
• have certain merits
• have a good education,
• diversified,
• tactful,
• sociable.

These people are most suitable for stable and responsible work that requires perseverance and a thorough approach.

X's are attentive to people and details, so they make excellent managers at all levels. Consistency and predictability of actions allows them to be appointed as managers of serious projects or developing business areas.

Thanks to their business acumen and ability to build working relationships, “X’s” can be safely sent for negotiations to other companies. They can be trusted to carry out serious projects with pre-planned results.

Disadvantages of employees X

Unlike people Y (YAYA), whose representatives are very ambitious, “Xers” can and will work hard. It was this generation that gave birth to the term “workaholism” - dependence on work. An unfulfilled project, failures at work, missed deadlines - all this is taken very seriously and painfully by them.

Excessive workload and responsibility provoke stressful situations that affect the moral and physical health of these individuals. For this reason, “X” people are more susceptible to nervous breakdowns, moral exhaustion and depression. Damage to physical health manifests itself in the form of headaches, decreased sexual activity, heart attacks, early heart attacks and strokes.

Such consequences can only be avoided by regularly alternating “work” and “rest” modes, creating comfortable working conditions and a favorable atmosphere in the team.

Test yourself

What are the 2 main types of values?

• gender and family;
• professional and national;
• spiritual and material.

What is the name of the generation born from 1946 to 1964?

• lost;
• baby boom;
• millennials.

Which generation is most active in the economy at the moment?

• Baby boom;

What makes Generation X different?

• high efficiency;
• reluctance to grow up;
• protest spirit, active participation in political and social life.

The main disadvantage of generation X is:

• inflated ambitions;
• exposure to stress;
• dependence on modern technologies.

"On the golden porch sat: Tsar, prince, king, prince, shoemaker, tailor... Who will you be?"

Today I'll tell you about the theory of generations X, Y, Z

In 1991, a book was published that essentially predicted the September 11 terrorist attack and the 2008 financial crisis in the United States.

Former US Vice President Al Gore called the book "Generations" the most inspiring book about history: "If the United States survives quietly until 2015, then their work will be forgotten, but if they are right, then they will take a place among the great American prophets."

The idea is that generations that have the same historical experiences early in life form a collective portrait and live according to similar life scenarios. Values ​​are formed by the age of 11-12 under the influence historical events(war, human space flight, perestroika, etc.).

Generations X and Y These are those who are now from 31 to 45 years old, the second are from 21 to 30 years old. The generation of schoolchildren and to some extent the 20s are classified as Z.

Below I will give a description of each generation, and you try to relate them to yourself. We'll have a poll at the end)

So, the average basic duration of “generations” is about 20 years.

However, there are no exact boundaries separating one generation from another. People can relate to different generations depending on the growing up environment, social, educational and technological opportunities, as well as trends. Some people grew up alone, while others have younger or older brothers or sisters - this also leaves an imprint.

Researchers identify border zones - this is a period of plus or minus three years from the “official” date of the appearance of the new generation.

People born in this zone share the values ​​of both generations, which gives them greater flexibility and adaptability. This is true called "border guards"

Generation X- the term was first used by Jane Deverson in a 1964 study of British youth that identified a generation of teenagers who “sleep with each other before marriage, don’t believe in God, don’t like the Queen, don’t respect their parents and don’t change their surname when they get married.” "

Typically, X's were born from about 1963/65 to 1982/84.

Main distinguishing feature- they are very independent, since they grew up in conditions of autonomy - no one told them when, where and what to do. They themselves came from school, warmed up lunch, and went for a walk. That's what they called them - "children with a key around their neck."

Parents were too busy at work and these children learned to occupy themselves. The Xs were left alone for days on end.

They received little parental warmth, but many gifts. Therefore, as adults, they formed a “consumer boom”, buying everything that moved.

Self-reliance goes hand in hand with autonomy. They rely only on themselves. and are reluctant to share information (information is value). They thoroughly delve into everything they do and also strive to establish useful connections.

Generation X - generation lost faith in everything- in your parents, social institutions, social order... They are more pragmatic than romantic.

Main characteristics of Generation X

1) increased intellectual abilities, global awareness, technical literacy, desire to learn throughout life;

2) pragmatism and self-reliance; autonomous work; desire to hide information; survival in critical situations.

3) dissatisfaction with the authorities, lack of trust in leadership and enormous political indifference;

They are sometimes called "Generation" Wanderers" - they are born during social ideals and spiritual quests.

The Travelers grow up as vulnerable children, come of age as alienated young adults, become pragmatic adult leaders, and enter old age after this period with more vitality.

This generation was greatly influenced by the Afghan and Chechen wars, the end of the Cold War, the beginning of the era of personal computers and the advent of the Internet. They love their computers, nature and fast food from McDonald's (even if they don't talk about it :)

Millennials or Generation Y

In the USA, the “Greek” generation is associated with the rise in the birth rate, which began in 1981-1982, and in Russia it includes the generation born with 1983 to late 1990s.

In general, the beginning of a new generation is a controversial issue. So “border guards” born from 1981 to 1985 will have to identify themselves independently :)

Main characteristics of Generation Y

The Y generation is in no hurry to take on the responsibilities of adulthood because of the negative example of the previous generation (their parents got married early, divorced early, went to work early).

They tend to delay the transition to adult life for a longer period than their peers in previous generations, and also stay longer in their parents' home.

They are called " Peter Pan generation“, - the concept of eternal youth is close to them.

Generation Y grew up in hothouse conditions: they always had food, toys, money. “Yers” are used to having all their desires fulfilled, they are somewhat idealistic and even impractical, but what frustrates the “Xers” most is that they are poorly adapted to the world around them.

The relationship between generations X and Y can be illustrated by this dialogue:

- hello, egg!

- I'm a chicken...

Often Y cannot reveal their talents - they need an experienced mentor. In this regard, “Xers” and “Yers” are able to develop each other: “Xers” bring the “Yers” down to earth, and “Yers” show their elders how to live here and now.

Y is called " generation of disappointed hopes": they expected more from life than they received by thirty. They are characterized by an increase in involvement in the life of the team.

They especially often complain about the lack of feedback and information at work and in the family circle. They need nuances, they want to understand what still needs to be worked on, and where everything is already going well, it is important for them to share what they experience.

Baby Boomers and Xers complain that Ys read few books, and Yers themselves use completely different formats for development - travel, communication, videos, gadgets.

For Millennials, caring for the environment and integration into the global space are important. They often challenge accepted rules and are distinguished by a “horizontal” vision of social contacts. They believe that what is effective is a team that may not need a leader at all.

While baby boomers and Xers adhere to a hierarchical paradigm of social interactions.

The main complaint of hyper-responsible “Xers” to Ys is the lightness of the latter, the desire to try everything without staying long at one job, and excessive emotionality.

Representatives of the Y generation will often change jobs. They need everything and preferably at once: the world is changing too quickly. Hence another name for generation “Y” - generation of trophies, since they want impact from their work and more participation in decision making, they prefer to use flexible working hours.

The values ​​of a generation become what is in short supply. When baby boomers grew up, books were rare—and they were extremely important to them.

"X's" give children the opportunity to learn foreign languages– in their time, it was a passport to the world of success, and the “Igreks” consider it important to teach their descendants the art of communication.

X and Y - the so-called " digital immigrants", since they were born when many modern technologies did not yet exist. And their children - generation Z - are already the first truly digital generation .

After the millennials, the “young, long-legged and politically savvy” have grown up. They are also called "Generation MeMeMe" - generation "YAYA" or generation Z.

They grow up in the era of the Internet and the rise of social media and do not even remember a time without the Internet in their immediate access...

Their worldview was influenced by the global financial and economic crisis, Web 2.0 and the development of mobile technologies.

Obsessed with techno-fetishes, taking comical selfies in toilets and elevators, they bring mats to spend the night under the doors of Apple Stores...

In the digital world, they are locals, not immigrants. They are called Digital Natives.

There is significant variation in their dates of birth. Many are inclined to believe that these are people born from 1993/98 to 2014, with 1996 and 2010 most often mentioned as boundary dates.

In general, they are still schoolchildren, but are already approaching 20 years old.

Z are very loyal to brands and stick to certain ones throughout their lives. In the long run, this is a jackpot for the fashion business...

Although they are more risk-taking and rarely wear seat belts, they have lower rates of teenage pregnancy and drug and alcohol abuse compared to Ys.

Generation Z called a generation Artists .

They are overprotected by adults preoccupied with the crisis, they come of age as socialized opportunists in the post-crisis world, and become adult leaders focused on active work and turn into sensible older adults.

Generation Z will be affected by overprotection. After school they study in clubs or with tutors. As a result, the Zetas experience a lack of communication with peers. They understand gadgets and technology better than they understand people’s emotions. But family will be of great value to them: it is the only thing that is safe in their world.

The next generation after Z is Generation Alpha - "Alpha people" - already among us. They were born approximately after 2010-2011 in families X and Y. Their parents will be people who decided to have offspring after thirty. Alpha people are predicted to be more balanced, positive, and less aggressive.

Wait and see...

Generation Y is constantly joining the ranks of employees of organizations. How to manage freedom-loving people who almost always measure the world through the prism of high expectations, read the article.

From the article you will learn:

What kind of work does generation Y choose?

Yers are very different from Xers and Baby Boomers. To manage players, you need to understand, realize how to attract them, retain them and motivate them. It is necessary to determine which values ​​come first. It is important to consider that the theory of Neil Howe and William Strauss is still not losing ground. Managers are required to take into account the characteristics of all specialists.

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Download documents on the topic:

Hays conducted research into the profile of players, taking into account their views on Generation Y's motivation, aspirations, future plans and careers. The results of a large-scale survey of thousands of Generation Y respondents, born between 1983 and 1995, living in Russia, helped answer the questions of interest.

Generation Y today makes up about 21% of humanity.

According to forecasts presented by leading experts, by 2025 there will be up to 75% of all work force in the world. In Russia on this moment working for full time half are between 18 and 30 years old. This big indicator, when compared with other countries where no more than 40-41% of young specialists are officially employed in organizations. Therefore, we can conclude that almost all representatives of Y in Russia choose full-time rather than part-time employment.

About 11% of representatives of generation Y admitted that they work inappropriately full time, but they only choose part-time. 44% of participants had more than three years of work experience. As a rule, they work in sales, banking, consulting, and manufacturing. A relatively small percentage of respondents work in part-time mode.

What Generation Y considers when choosing a job

Generation Y employees are selective - they strive to develop and move forward. It is for this reason that they try to choose positions that correspond to their ideas about the ideal job. In general, one can highlight the basic principles that they follow.

Generation Y values

Players want to travel, take part in big events international projects. Young employees prefer work with an international background. At the same time, 93% of players those finding employment in the Russian Federation, show interest in transnational projects. At that time, worldwide this figure reached only 78%.

The international status of work is manifested in different planes:

1. 37% of people dream of living and working in Russia, making only short-term business trips abroad;
2. 7% prefer to work exclusively within their own country.

Gamers in China think similarly. Young professionals strive to broaden their horizons, make business trips to travel, get acquainted with the history and traditions of other countries. Only a small percentage of young people choose jobs that have nothing to do with business travel.

The new generation Y are employees who are able to receive satisfaction from work, but provided that they have a decent salary and interesting functionality. 65% of respondents note that they consider the main condition financial factor. But they noted that remuneration cannot be at the expense of interesting work activity.

The work must be not only interesting and exciting, but also varied. We can safely say that the players do not perceive monotony. Young professionals want creatively approach tasks, realize that they are valued and their merits are recognized.

Characteristics of Generation Y

The characteristic features of representatives of generation Y are:

in an effort to find an interesting job, while more than 72% of specialists put functionality first;

in the desire to get a position with a flexible work schedule, a pleasant environment;

the opportunity to move up the career ladder, rather than linger in one position;

the need to work under the leadership of a fair manager.

The characteristic features of generation Y also imply taking into account the personal qualities of management. It considers that this will be an experienced and fair manager who sets tasks correctly and knows how to distribute responsibilities and responsibility between employees. 51% of players want to work under a clear leader who can give clear instructions. This desire contradicts players from other countries, who see the leader in a different light when choosing manager-mentors.

The YGs were born at the beginning of perestroika, when the USSR collapsed, and then the theory of Generation Y appeared. Representatives of the Millennium, Echo Boomers and Next are characterized by their involvement in digital technologies. Ygrek is a generation that has no heroes, but has idols. Self-expression is important to him. Young people express themselves in corporate culture organizations work harmoniously as a team. But they put their life first, so they prefer to look for a job whose conditions they like and do not disrupt their usual way of life.

The Greeks are ardent fighters for justice. Quality is clearly manifested in the attitude of young people towards their superiors. More than 50% of respondents named fairness as a leader's main factor. Representatives of Y in Russia do not know how long they want to stay in their first job. But a third of the respondents say that they want to work with their first employer for about two years. About 6% of respondents claim that to gain experience it is enough to work for only six months. More than 50% cannot name the timing, but believe that within working career will change at least six employers.

The players are eager to open their own business so they can work for themselves. The main focus is on entrepreneurship. About 11% of specialists managed to open their own companies. They see the expansion of a small business as successful career development.

Y are active users of social networks. Young professionals believe that simple and affordable way organize communication within the organization - use the instant messaging system. A mobile phone is called a means of communication.

How to attract, retain and motivate generation Y professionals

According to Hays experts, in order for specialists to remain in an organization for a long time, they need to be interested.

All working conditions and personal capabilities are explained when applying for a vacancy. The motivation and retention system is quite simple. A materialistic picture, the opportunity to develop and learn, to see goals and ways to solve them are the basic needs of Y.

Generation Y: how to work with them

If we consider how to work with generation Y, it can be noted that it is impossible to retain players only with high salaries. About the employees of the game, characteristic features and Olga Emelyanova, ex-leading specialist of the Grossnab Group of Companies (Ekaterinburg), spoke about how to work with them.

Our organization has reached international level. Therefore, it was necessary to develop markets and regions. In order for employees to complete this task, it is necessary to increase their involvement and motivation, as well as encourage them to produce better results than before. We analyzed the personnel composition and saw that mostly employees are representatives of Y. Their age range is from 25 to 33 years. Therefore, you need to choose methods that will work on them. To do this, the characteristics of generation Y, the worldview of specialists, thinking, and attitude to work must be taken into account. We use a game format, short-term goals, evaluation systems, and clear rewards. We decided that we would create a game that would captivate workers and lead to better results.

The essence of the game: the team needs to climb to the top high mountain, overcoming the levels

They took the popular game “Mario” as a basis. That was the name of the main character. His task is to quickly find where the mushrooms are hidden, catch them and collect them. As soon as the hero collects everything, he goes to new level. The game has the same principle. The only heroes are the company employees. Their main task is to get at least six mushrooms. Then the organization will move to a high level. There are four levels in total. Therefore, you need to go through everything to collect 24 mushrooms. Only in this case will the team reach the top of the mountain.

The goal of the workers is to conquer the top by all means. It is not the team itself that moves from level to level, but a balloon that delivers it there. We imagine that company employees located in the basket. All the people on the team are in the same basket, not in different ones, otherwise they would compete with each other.

In this case, each unit takes part in solving a specific task that must be completed in order to pick up the mushroom. For example, you need to win a tender. Supplies also help department employees. They process applications and carry out preliminary purchases. Lawyers who check the contract, as well as accountants, are also involved. Department specialists act as a team and everyone sees the result.

Having developed game, do not leave only virtual rewards for achievements at work. Be sure to include real benefits so that employees who belong to generation Y do not lose interest in the game. Try to summarize results at short intervals, for example, every quarter. Reward employees whenever they complete tasks.