X, Y, Z: theories of generations in Russia. What is generational theory and which generation do you belong to? Features of generations of different years

In the 90s it arose generation theory, the authors and creators of which are scientists Neil Howe and William Strauss. In parallel, not connected with each other, they became active researchers of different generations. They were interested in the conflict between people, in which there are no age differences. Under the leadership of the coordinator of the Rugenerations project, Evgenia Shamis, a group of specialists attempted to implement this theory in relation to Russian society in 2003-2004.

The idea of ​​generational theory is to assess the values ​​and priorities of people who are classified as middle class. The concept of generation includes a set or community of people united by specific dates of birth in a certain period and who are united by the same conditions of influence of events, and also connect the characteristics and nature of upbringing with established values. Ideological meaning is that it is the community of values ​​and their kinship, and not age criteria, that lays the foundation for the future generation. Values ​​are introduced and taken root daily and gradually, often intangibly for us. But it is our model of behavior, our communication and mutual understanding with each other, our loyalty and ability to avoid, decide conflict situations, and what influences our development and consciousness, our choices and our goals build, define and lay the foundation for our values.

The theory of generations in Russia

A characteristic feature that distinguishes the theory in Russia is that the population belonging to the middle stratum of society is divided into two groups. The first group includes people with sufficient financial resources and stable well-being. The second group includes people who received higher education. Therefore, when applying the theory of generations to Russia, experts have adopted the use of the concept of majority.

Currently, the following generations living in Russia are distinguished:

Generation of Winners or generation GI (born 1900-1923)
The values ​​of this generation were formed under the influence of the two revolutions that took place in 1905 and 1917, the process of collectivization and electrification.
This generation has family values, love of work, high degree of responsibility, high religious beliefs, respected traditions and firmness of judgment.

The Silent Generation (born 1923-1943)
The values ​​of this generation are established under the influence of severe repression, the beginning and conduct of the Second World War, the rise of the country after destruction and the emergence of antibiotics.
New values ​​are formed and highlighted, such as honor and dignity, strict observance of laws, devotion to the Motherland, and official status.

Generation Baby - Boomer (born 1943-1963)
The creation of new values ​​is based on the influence Soviet politics and power, development and leadership in the space industry, the Cold War, the emergence of the first contraceptives, impeccable provision medical care for every citizen, a unified school curriculum.
Values ​​highlighted: priority personal growth, team spirit and team cohesion, importance younger generation.

Generation X or Unknown Generation (born 1963-1984)
Values ​​are formed under the influence of events associated with the Cold War, the era of perestroika, the emergence of narcotic drugs and military operations in Afghanistan.
Core values become: adaptation to rapid change, diversity of views, complete equality of the sexes, emotional individualism, non-standard beliefs.

Generation Y/Greenians or Generation Millennium, Networks, Next (born 1984 – 2000)
Events that gave rise to new values ​​of this generation: the collapse of the USSR, terrorist attacks, the introduction of new technologies. Their usual environment is the availability of the Internet and mobile communications and a cult for branded style in clothing.

Independence and entertainment become values, but at the same time, civic position and maximum responsibility.

Generation Z (born in 2000)
The values ​​of the top of this generation are in their infancy.

The allocated birth years of a particular generation are only approximate. There are also differences depending on where people live.

The theory of generations in Russia continues to develop with each new year and decade.

Currently, HR communities are taking measures to recruit and motivate employees of generation Y. Companies and firms are discussing the specifics of communication and mutual understanding between employees belonging to generations X and Y.

For last decades Marketing campaigns around the world were aimed at millennials - easily trained, narcissistic, struggling for social status. In just a few years, a new generation will become solvent - generation Z. How it differs and how to work with it - read below.

Five Generations That Shaped Marketing of the Century

American scientists Neil Howe and William Strauss developed in 1991 a theory of generations, according to which a new generation of people appears every 20-25 years. The new generation differs from the previous ones in habits, character, values ​​and goals.

Neil Howe

Every eighty years the characteristics of a generation coincide, so modern teenagers resemble people born between 1923 and 1943. Scientists have described the periodicity from the first half of the fifteenth century, but the last five generations are of greatest interest to the public.

Silent Generation (born 1923-1943)

The last representatives are now 80-90 years old. The silent generation is law-abiding, conservative, patient. He manages to work best; people born during this period of time prefer to adapt to conditions rather than change them. The generation strives to save money; the main expenses are food, printed books, and interior details. Marketers attract the silent generation by showing care and attention.

Baby Boomers (born 1943-1963)

Compared to the previous one, this generation is much more active and cheerful. They tend to idealize the world, work hard, try to maintain a healthy lifestyle and love self-medication. Money for them, first of all, is the key to status. They often spend more than they can afford. The optimal marketing images for them are bright pictures of a bright future.

Generation X (born 1963-1984)

A pragmatic generation, ready to pay more for speed and comfort. They have a completely different attitude towards their health - unlike previous generations, when they get sick, they prefer relieving symptoms rather than full-fledged treatment, all for the sake of maintaining their working capacity. The first of generations ready to shop like in shopping centers, and online. To appeal to Generation X, marketers need to show diversity and choice. Consumers who are not loyal will always have to fight for their attention.

Generation Y (born 1984-2004)

Millennials are fickle, narcissistic, ambitious, but do not always take life seriously. A stable job for the sake of money does not attract them; representatives of this generation are looking for pleasure and entertainment. Trust famous brands, loyal. Marketing companies to millennials are not promoting a product, but a lifestyle. A company without a website with a user-friendly interface and groups on social networks will not inspire confidence in them.

Generation Z (born 2004 and younger)

It is still impossible to form a final portrait of the generation, but some character traits are already clearly visible. The idols of the generation are on social networks, the line between real and virtual life has been completely erased, they are practically immune to traditional advertising, but they are still eager to buy.

How does generation Z live?

Generation Z requires a significant revision of approaches to advertising companies and a change in platforms - from contextual advertising and landing pages to social networks. On the one hand, this is problematic - many proven concepts become ineffective. On the other hand, social media marketing is much cheaper than traditional marketing, so modern marketers can achieve high performance with minimum costs. To know how to rebuild your advertising campaigns for a new generation, it’s worth remembering the differences between Z and Y.

Smartphones are ahead of computers

Unlike the previous generation, which prefers laptops and computers, Generation Z prefers to be online from a smartphone. The statistics below are compiled by the Global Web Index.

During the day, Generation Z spends more than seven hours online - 3:45 on the computer and 4:01 on the phone. Millennials spend roughly the same amount of time online, with 4:01 online from a computer and only 3:38 from a phone. Generation Z listens to music an average of 17 minutes more per day - 1 hour 40 minutes, and 18 minutes more watch less TV.

Pastime

• Fill your free time: 51% - Z, 44% - Y.
• Find entertainment content : 47% - Z, 40% - Y.
• Stay connected with friends: 46% - Z, 43% - Y.
• Stay updated latest events : 42% - Z, 42% - Y.
• Share photos and videos: 38% - Z, 36% - Y.

Search for information

Generation Z, in search of information about goods and services, is leaving traditional sites for social networks - compared to the previous generation, search activity in them is 6% higher. The frequency of using mobile applications for the same purposes increased by 2%; indicators for other methods decreased.

Top 5 information search channels:

• : 51% - Z, 45% - Y.
• Search engines: 48% - Z, 49% - Y.
• Mobile applications: 30% - Z, 28% - Y.
• Consumer Reviews: 29% - Z, 33% - Y.
• Websites of brands and manufacturers: 25% - Z, 29% - Y.

Status

The new generation gives great importance social status, which affects brand preferences.

Top 5 smartphone brands.

• iPhone: 52% - Z, 45% - Y.
• Samsung: 42% - Z, 40% - Y.
• Huawei: 16% - Z, 19% - Y.
• Xiaomi: 15% - Z, 13% - Y.
• Sony: 11% - Z, 11% - Y.

Desires and ability to pay

Due to their age, Generation Z is not yet very solvent, so its representatives cannot afford much of what millennials have. The only exceptions are smartphones.

Top 5 gadgets owned

• Smartphone: 96% - Z, 84% - Y.
• Computer/laptop: 68% - Z, 74% - Y.
• Tablet: 29% - Z, 37% - Y.
• Smart TV: 25% - Z, 34% - Y.
• Game console: 23% - Z, 23% - Y.

Opinion leaders

Generation Z is immune to traditional advertising and is tired of contextual ads. For advice, they turn to opinion leaders who, on their pages, social networks They advise which cosmetics to choose and where to book a hotel.

Effectiveness of Influencer Marketing:% of users who said they discovered new brands after endorsements from stars or famous personalities.

Total: 14%

Men: 13%

Women: 15%

Age:

16-24 - 17%

25-34 - 16%

35-44 - 12%

45-54 - 9%

55-64 - 6%

Wealth:

Bottom 25% - 13%

Average 50% - 14%

Top 25% - 15%

How is Generation Z different from other generations?

• Generation Z is not separating real life from the virtual, but carefully maintains the boundary between private and public life, which is why many people have two accounts on social networks.
• According to Millvrad Brown less than a quarter of this generation respond positively to advertising. They perceive intrusive people especially aggressively advertisements, for example, pop-ups.
• Decision-making is influenced by opinion leaders - celebrities, bloggers. The more subscribers, the higher the authority. At the same time, authorities should be as sincere as possible - Generation Z is looking for honesty in promotion.
• They quickly switch attention. Millennials have an average attention span of twelve seconds, while Gen Z's attention span is reduced by another four seconds.
• Generation Z wants to be involved, wants to be sure that their opinion matters. They easily communicate with the brand and are ready to participate in surveys and leave reviews. Make a portrait target audience this generation will be simple, but thanks to well-established communications, additional threats arise for marketers - information about the failed advertising campaign will scatter very quickly.
• Unlike millennials, who are focused on career success and financial independence, generation Z pays more attention to self-realization. They believe in the ease of achieving popularity and wealth by observing the experiences of fellow bloggers who have monetized their channels.
• Generation Z strives to be active in their free time. because life experience becomes a new social currency. Positive and bright emotions are what will certainly attract representatives of this generation.
• Values ​​are shifting further and further from material to intangible. Exclusive designer bags are going out of fashion, but health care and natural products are making a comeback.

How to sell to Gen Z?

• To engage the new generation, you need to occupy all available communication channels, especially being active in the digital environment. Generation Z does not know a world without digital technologies, so they use them intuitively.
• Groups on social networks, mobile applications and brand websites should offer quality informative content, e.g. technological processes production. Generation Z stands for usefulness and openness, so these methods can win loyalty.
• Emotional involvement, working with imagination is the key to successful interaction with generation Z.
• On average, a member of Generation Z works with five devices, so it is important to create cross-platform advertising campaigns. If your website looks great on a laptop, but is completely unreadable on a phone, it will not inspire trust.
• Technology should become a natural part of the marketing process - a virtual reality, augmented reality, multi-screen and cross-platform are becoming significant factors.

The modern theory of generations was 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 the 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. The almost esoteric, but not devoid of wit, scheme was much criticized, but still 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

© Lloyd Arnold / GettyImages.ru

People born at the end of the 19th century were given the name by Gertrude Stein, who picked it up from an old auto mechanic. “That's who you are! And all of you are like that! - Miss Stein. - All young people who were in the war. You are a lost generation.<…>You have no respect for anything. You’ll 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 men who have seen the world grind World War, which did not yet have a number, many masters of words grew up. And - Stein was right - many of them touched the bottle too often. In America it was Hemingway and Fitzgerald, in Germany - Remarque and Kafka, in Russia the “lost generation” became known as silver Age: Yesenin, Mayakovsky, Khlebnikov. They stand apart British group"The Inklings" - Tolkien, Lewis and Charles Williams. Outside of literature, the most famous representative"lost generation" - and the most sinister - Adolf Hitler.

Great generation. 1901–1924

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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 World War I, but they faced just as many hardships. The youth of the “great generation” fell on civil war and Stalin's purges in Russia, the Great Depression overseas. And as they grew up, they had to fight on the fields of World War II.

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 the right thing to do.”

If many representatives of the “lost generation” went deep into reflection, then their seasoned Second World War younger brothers looked into the future, scary - like George Orwell, or bright - like John Paul II. Pop culture, as we know it, also began to be created by the “great generation.” They created new heroes on paper, like Stan Lee and Jack Kirby, and on screen, like Christopher Lee and Peter Cushing, they invented new music, like Louis Armstrong. The generation of his peers in the 20th century turned out to be a match for him: strong, bright and unbending.

The quiet generation. 1925–1942

© Hulton Archive / GettyImages.ru

The “Silent Generation” are the children of World War II, and overseas, also the children of McCarthyism. They are considered to be conformists and quiet people, The Time, that the place of ambition in this generation has been replaced by an uncanny ability to see good even in bad situations.

All this is true to a certain extent, but among these quiet voices there were several dozen voices of such power 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 “silent generation”, but they were the ones who made history. In art, the “quiet generation” also made quite a bit of noise: Chuck Berry, Elvis and The Beatles showed how to unscrew the knobs on amplifiers all the way.

And among these same serious people who grew up in serious times, the most ironic and sarcastic voices of the century were found: 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

© Michael L Abramson / GettyImages.ru

The Great Depression ended, so did the war, and the future began to look much brighter - of course, the most noticeable consequence 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 Gagarin’s flight.

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 a fabric of contradictions: they created a consumer culture and demonstratively renounced it, continued the work of their fathers and rebelled against them.

Trying to somehow determine the character 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 this doesn’t help much: the former, for example, includes Jim Morrison and Janis Joplin, who were born in 1943, and three US presidents at once: Clinton, Bush Jr. and Trump (by a strange coincidence, they were also born in the same year). 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.

Baby boomers became the best evidence of the randomness of the very concept of “generation”: they sang about freedom - and they were the ones who sold this freedom for the sake of stability and security.

Generation X. 1961–1981

© Martyn Goodacre / GettyImages.ru

The generation that took over the baton from the baby boomers became the record holder for the number of names that were given to it. “Post-Boomers” and “Thirteenth Generation” (Americans counted down from the year of the Declaration 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. And a new meaning to the apt term was given by Douglas Copeland, who published the novel “Generation X” in 1991.

Generation X was completely different from the Baby Boomers. There were fewer of them: in the early 1960s, the first oral contraceptives appeared on the market. They were more ethnically diverse: the number of migrants to the United States was growing, and Martin Luther King declared 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 own key (hence another nickname for 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, Beyoncé in 1981, everyone 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 from its ruins. Sergey Brin in the USA and Segalovich and Volozh in Russia launched the Internet into a new orbit, and Elon Musk began 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 this served them well. Many of them were lost, but the "new lost generation”, contrary to predictions, they did not.

Generation Y. 1982–2000

© David Ramos / GettyImages.ru

After “Generation X” came, oddly enough, “Generation Y” - the children of the late baby boomers, the last flowers of the 20th century, who have matured in the new century. Hence their second, ingrained nickname - millennials.

It is customary to treat this generation with slight contempt: supposedly they are selfish, unserious, do not look up from their smartphones and can concentrate a little better than goldfish. There is some truth to this: Millennials grew up with the Internet, they coined 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 Chaputis called them the “Peter Pan generation.” Their financial situation is more precarious than others, since their youth and adulthood occurred during a period of economic recession.

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

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

"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 belong to different generations depending on their 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 are close to 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) elevated intellectual abilities, global awareness, technical literacy, commitment to lifelong learning;

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 War, completion Cold War, the beginning of the era of personal computers and the emergence 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 dispute 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, because they want returns from their work and more participation When making decisions, 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 there were not many modern technologies. 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 crisis-focused adults, come of age as socialized opportunists in a post-crisis world, become action-oriented adult leaders, and mature into thoughtful 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...

People who have one way or another to do with personnel selection can increasingly hear today about certain generations X, Y and Z. But what does this mean? Who are these people and why should they be involved in cooperation? According to HR specialists, the young theory of generations opens up broad boundaries for attracting and managing personnel.

Date of birth question

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

The age theory includes three main components (generations X, Y and Z) and one additional component (baby boomers). Let's take a closer look at them.

Baby Boomers

Baby boomers are people born between 1943 and 1963. As a rule, they work collectively and team game. They understand self-development as an increasing ability to achieve collective goals.

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

Generation X

Generation X are people born from 1963 to 1983. Their distinctive features are such traits as the ability to rely only on oneself, alternative thinking, awareness of what is happening in the world, willingness to choose and change. By and large, people in this age category are loners who are focused on hard work and achieving individual success. They move through their careers throughout for long years sticking to one direction

Generation Y

Generation Y people are people who were born between 1983 and 2003. Their understanding of determination and success is different: in most cases, they do not like to start professional growth from the lower levels, counting on being promoted in a few years. Their main focus is immediate growth. This is also considered their disadvantage.

However, this shortcoming can be partially justified by the desire for maximum awareness and professionalism in several areas at once, because It is not permissible for these people to be specialists in any one thing. Generation Y is the hope of modern business, because... He is characterized by the highest technical literacy, a desire to work outside of school hours and a thirst for knowledge.

Here we can add that, according to some experts, for example, the executive director of the Non-profit Partnership “Labor Market Experts” Mikhail Semkin and HR specialist at MDM Bank OJSC Olga Pavlova, in the next decade generation Y will become the main workforce.

Generation Z

Those born after 2003 belong to generation Z. It is too early to evaluate these people in terms of professionalism, given their age. And it is not possible at this time to say what values ​​will prevail in their consciousness.

But what is all this information needed for?

"Personnel hunt"

If we approach the question of “hunting” for employees correctly, then it presupposes an answer to why human resource specialists need to know about generations XYZ, because HR literally sounds like “Human Resources,” which means “Human Resources,” which means that man occupies a dominant role here.

The attention of modern HR specialists is increasingly focused on human capabilities. And it is the potential of employees, and not the material base of companies and corporations, that becomes their main wealth.

In addition, in the personnel market there is an increasingly fierce struggle for applicants, and in order to emerge victorious, it is necessary to provide talented representatives of each generation with only the most Better conditions. Plus, it is extremely unacceptable to evaluate these people on the same scale, because they may have diametrically opposed ideas about “their life’s work.” And employees can be understood the best way only from the perspective of the theory about XYZ generations.

What conditions are acceptable for each generation?

When working with staff, you need to understand that people of different generations will have different needs.

Baby Boomers, as a generation with stable needs, are primarily focused on sustainability. It is stable conditions that are decisive here, and it is possible to motivate these people without even resorting to the use of material benefits.

The main motivation for generation X is the desire to be confident in the future and a clear knowledge of all the details of their work. In addition to this, it is recommended to use the opportunity to constantly be in the process of learning and personal growth as motivation. If we talk about the financial side of the issue, then for people who belong to generation X, the fixed salary is most interesting, and the commercial incentive system does not cause very positive emotions in them.

Considering that generation Y is often called the “network generation,” attracting them can be very successful through the Internet, in particular, through social networks. For generation Y, the basic motivation is monetary reward, the absence of bureaucratic hassles and the technological component, for example, the presence of high-tech equipment in the workplace. In the same case, if new technologies are not introduced into the organization and the work process is not optimized, this may negatively affect the interest of job seekers in this company and activities in it.

Among other things, generation Y prefers those organizations that have the fewest prohibitions and restrictions. A relaxed atmosphere is important here free style in communicating with colleagues, the ability to dress in a familiar manner, etc. And it will be even better if everyday work is somewhat reminiscent of a game, because this generation was raised on computer games.

What else is important to consider?

Everyone is free to have their own opinion, and many may consider the XYZ generation theory to be an ordinary “fairy tale” that is not worthy of attention. However, any company that does not focus on modern trends (like any company that blindly takes everything on faith) slows down its development. According to the opinion of Olga Pavlova mentioned above, HR specialists must certainly take into account the interests and characteristics of the baby boomer generations, X, Y and Z. If a company needs a person from generation Y, then X or a baby boomer will never replace him. The ideal situation is in which person X manages person Y, while paying attention to his point of view and.

If you do not pay due attention to the theory of generational differences, there will be a high probability of negative consequences for the company, because practice shows that very often a completely unsuitable person is hired for a vacant position. In an effort to achieve a quick result, HR employees can “fit” the applicant into a mold, which subsequently causes disappointment for the company, the employee, and the person who approved his candidacy, and they will have to look for a new person.

Undoubtedly, guided by the principles of the XYZ generation theory, the company can spend much more time assessing it, compiling and analyzing personal and professional characteristics, etc., but the result is worth it, because the company not only gets the opportunity to implement strategic plans, but also a satisfied and grateful employee.

The theory of age differences can also be used to advise existing staff, as well as job seekers. If the recruiter is able to correctly convey information to the applicant, in case of refusal, the applicant will understand that the reason for this may not be his personal indicators, but the combination of the characteristics of the labor market and the specifics of the company. In addition, knowledge about the theory of generations will help the person himself, who is looking for a job, to adjust his actions and begin to move in a new direction, if the previous one did not work out.

And as for corporate culture, then the XYZ generation theory helps to build it properly, because focusing on the characteristics of the differences between generations, you can focus on those values ​​that are important for representatives of the dominant generation in the company. But the interests of others, of course, must always be taken into account.

In their work, HR specialists must focus on both traditional methods of personnel selection and new developments and trends in this area, because the success of the company depends on the application of the most effective strategies, and these can be found in any period of time - both in the past and in the present.