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A guide to the different values.
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The Generation Game
http://www.youtube.com/watch?v=UohOuN
NVSDA
Behaviour
Attitude
Values
“the sense of possibility necessary for success comes not from inside us or from our parents. It comes from our time: from the particular opportunities that our particular place in history presents us with”
Malcolm Gladwell, Outliers(2008)
“Silent” generation Born:
- 1920s to 1940s
- Age 60s and 70s
Influences
- Great Depression
- World War ll
- Industrial era
Values
Dedication & Sacrifice
Duty before Pleasure
Conformity & Reward
Delayed Reward
Cautious Reticent Reserved
Waste not Want Not
Don’t like Debt
Respect for Position
Winston Churchill“We will fight them” speech
• Winston Churchill?
http://www.youtube.com/watch?v=MkTw3_PmKtc
“Boomers”
Born
- 1945 to 1960
Influence
- Grand visions
- Relaxation of wealth and freedom
- Beginning of the “empowered
individual”
- The rise of multinational companies
ValuesIdealism &
Optimism
Personal Growth and Gratification
Teamwork
Live Life on Credit
Health & Wellness
Image
Media
Family & Community
“Generation X”
Born:
- 1960 to 1989
Influences
- Globalisation
- Information revolution
- Digital era and colour television
- Social, political and economical
turmoil
Values
Global Awareness & Techno Literacy
Individualisation & Self Reliance
Thrill Seekers
Lifelong Learning, Not Scared of Failure
Survivors
Relationships are Vital
Influence of Music
Access to the world
Martin Luther King
Anti war protest
Moon Landing
Miner Strike
Charles Kennedy
Generation Y
Born:
1990s and 2000s
Influences
- global village
- The internet and cell-phones
- 9/11, global terrorism and protection
“Known as the Net Generation”
Values
Ethical Consumption
Optimism
Street Smart
Media & Entertainment Overload
High Self Esteem & Achievement Driven
Need to Know Whyhttp://www.youtube.com/watch?v=2_CgM2btWzM
Overnight Success
How different?
• Grown up with Sesame Street, MTV, the
internet, PCs/Macs, video games,
Facebook, MySpace, Flickr, Skype, iPods,
iPhones, iPads, PDAs etc.
• They live in a world of media
overstimulation and absolutely love it.
ImplicationsRonald A. Berk (John Hopkins University)
• They expect information at their fingertips.
• Technology interaction has enabled them to master
complex tasks and make decisions rapidly.
• Need to be taught information literacy and strong critical
thinking skills.
• Has fostered a false sense of ability such that they
routinely overestimate their skills at finding and
evaluating online information.
• Web 2.0 has fostered peer to peer engagement to
create, share and interact via networks.
• Kinaesthetic, experimental, hands-on learners who must
be engaged, constantly connected with first-person
learning, games, simulations and role playing.
Implications cont‟d• They naturally do several tasks easily at the same time.
Mixing work and play is common.
• They perceive print as expensive, boring and a waste of
time, they prefer visuals, graphics and images of any
kind.
• The express feeling easily and enjoy meeting new
people. Collaboration enables their „collective
intelligence‟ to emerge through the pooling of
knowledge, research, arguments and insights.
• Social bookmarking with blogs and wikis is also gaining
traction as a method to facilitate online collaboration
among students and between students and the
professor.
Generation Z
Born from the early 1990s.
Grown up with High speed
internet, smart phones and online
shopping.
Generation Z
• Comfortable with and even dependent on
technology.
• Constantly multitasking.
• More socially responsible.
• Always connected.
Characteristics
• Where they work will no longer be relevant. They will be more
transient which cause retention issues. (Karen Osborn, Thales
Training & Consultancy)
• Their ability to communicate when managing staff or making
presentations may be less honed.(Cary Cooper, Lancaster
University)
• They expect responses to be immediate….may cause frustration as
the employee waits for decisions to be made. (Sonja Stockton,
Alexander Mann Solutions)
• They are complete digital natives and cannot function without
communicating through social media. (Alison Heron, KPMG)
• Generation Z will have a desire for change for change, stimulation,
learning and promotion. (Yvonne Sell, Hay Group)
Expectations
• Will expect regular feedback.
• Aware of individuality and demand personalised
treatment.
• Possess positive attitudes such as openness to change
and creative use of technology.
• “Research suggests that they are imaginative and
solutions focused because of their less physical
experience of childhood. If they are exposed to online
games, the possibilities seem much more limitless.”
(Cooper, Lancaster University)
Entrepreneurs
• “When I speak to young people, many of them
want to set up their own business. So I believe
that this generation will have intellectual curiosity
aligned to an entrepreneurial mind set.”
• “But they will need to manage their short term
desire for stimulation with a need to focus more
on solving big, complex, multi-year problems”
(Stockton, Alexander Mann Solutions)
Companies targeting
Generation Z will want to….• Adopt technology-based marketing and sales
channels.
• „Catch them young‟
• Enhance their virtual world presence
• Develop high value for money products
• Provide „green‟ products and services or take a
proactive stance towards the environment.
http://www.youtube.com/watch?v=QUCfFcchw1w
Understanding why we don’t understand
We may have been living in the same house or working in
the same office as these people, but we are
living in different worlds
How does this affect the communication
methods used for each set of
stakeholders?