AN INTRODICTON TO GENERATIONS презентация

AN INTRODICTON TO GENERATIONS CROSS CULTURAL COMMUNICATION Prof. Romie Frederick Littrell Department of Management National Research University—Higher School of Economics-Saint Petersburg The Russian Federation Emain: [email protected] Developed in part from information provided by https://genhq.com/FAQ-info-about-generations/

1. What is the definition of a generation? A generation is a group of people born around the same time and raised around the same place. People in this “birth cohort” exhibit similar characteristics, preferences, and values over their lifetimes. In business management and marketing they provide powerful clues showing where to begin connecting with and influencing people of different ages. There are often large differences between the generations and it's important to know the years when each generation begins and ends.

2. What makes members of a generation similar? Generations exhibit similar characteristics—such as communication style, shopping, and motivation preferences—because they experienced similar trends at approximately the same life stage and through similar channels (e.g., access to online, systems TV programming, access to mobile telephones etc.). Generation-shaping trends are most influential as people come of age, which means that members of a particular generation will develop and share similar values, beliefs, and expectations.

2. What makes members of a generation similar? It is important to remember that at an individual level, everyone is different. But looking at people through a generational lens offers useful predictability for those trying to reach, inform, or persuade a large cross-section of a population.

Why to businesses care about generations? Managers and marketers need to know what shaped each generation The current characteristics, thought processes, expectations, and preferences for each generation Where generations are heading in the near and long-term future Creating an accurate snapshot of generations, where they come from, where they are now, and where they're heading helps a business drive results for clients and better understand the workforce, marketplace, and social norms.

The Strauss-Howe Generations Model The theory of generations by Howe & Strauss (1992), divided age groups into three cohorts based on year of birth—Generation X (1960-1979), Generation Y (1980-1994), Generation Z (1995-2010).   STRAUSS-HOWE GENERATIONS ARE SPECIFIC TO THE USA  Strauss and Howe define the Baby Boom Generation as those born from 1943 to 1960. Strauss and Howe define the 13th Generation as those born from 1961 to 1981. As the 13th generation refers to the 13th generation studied in the USA, the label was later changed to Millennials or Gen Y. Strauss and Howe define the Millennial Generation as those born (in the USA) from 1982 to 2004. Strauss and Howe define the Homeland Generation as those born from 2005 to present.

STRAUSS-HOWE GENERATIONS ARE SPECIFIC TO THE USA Gen Z, iGen, or Centennials: Born 1996 – TBD (to be determined) Millennials or Gen Y: Born 1977 – 1995 Generation X: Born 1965 – 1976 Baby Boomers: Born 1946 – 1964 Traditionalists or Silent Generation: Born 1945 and before

BOOMERS, GEN X, GEN Y, AND GEN Z EXPLAINED  Kasasa (2019) Boomers, Gen X, Gen Y, and Gen Z Explained https://www.kasasa.com/articles/generations/gen-x-gen-y-gen-z, accessed 28 April 2020. Updated by Kasasa.com, 19 July 2019: Gen X: Gen X was born in the USA between 1965 - 1979 and are currently between 40-54 years old in 2019 (82 million people in U.S.) Gen Y: Gen Y, or Millennials, were born between 1980 and 1994; they were between 25-39 years old in 2019 Gen Y.1 = 25-29 years old in 2019 (31 million people in U.S.) Gen Y.2 = 29-39 in 2019 (42 million people in U.S.) Gen Z: Gen Z is the newest generation to be named and were born between 1995 and 2015. They are currently between 4-24 years old in 2019 (nearly 74 million in U.S.)

As an example, Egri and Ralston (2004) have identified relevant generation cohorts in China and Littrell (2010) in New Zealand

As an example, Egri and Ralston (2004) have identified relevant generation cohorts in China and Littrell (2010) in New Zealand

As an example, Egri and Ralston (2004) have identified relevant generation cohorts in China and Littrell (2010) in New Zealand

DEFINING RUSSIAN GENERATIONS  Generations are defined by significant, shared national events that affect the opinions, attitudes, beliefs, values and behaviors of an age cohort in a country. Using an online timeline of the history of Russia, propose generation categories; cite your sources.