3. 3
GENERATION X
First to grow up having a TV
First raised by working mothers
Youth- under many restrictions
Few alternatives for the future
Had very little access to information
Limited opportunities to travel abroad
Used to having a great stability
Highest appreciation of freedom
4. 4
GENERATION X
KEY FEATURES
Stability
Centered around family and
home
Tradition-oriented
Optimistic
Solid career
ASPIRATIONS
Acknowledged efforts
Maintain their lifestyle in the future
Prove they’ve succeeded
Work / personal life balance
FEARS
The future of their children
Unemployment
Growing healthcare costs
See their children emigrate
8. 8
GENERATION Y
Largest generation on earth (approx. 2 billion people)
First global generation
First generation to grow up having a computer
At the borderline between the digital and the pre-digital world
Had to learn the transition from offline to online on their own.
9. 9
GENERATION Y
Unlike their parents, Romanian Gen Yers have the
freedom to express themselves and to do everything
the way they want to.
- they grew up having free access to information from all over
the world
- the paradox of choice: what to study and where, where to
live, whether to get married or not –> pressure
10. 10
The slash generation: no longer simply defined by their job
title or work responsibilities.
Big idols = common people who realize small, possible
dreams.
Their life is getting more stressful (finances, cost of living,
highly competitive job market).
Marriage is still valued, but not essential anymore.
Single parenthood is becoming a popular alternative.
GENERATION Y
11. 11
GENERATION Y
KEY FEATURES
Economic turmoil
Entrepreneurial-minded
Multi-taskers
Postpone family responsibilities
Instant gratification
ASPIRATIONS
Fulfilled passions
Prove themselves
See the world
Make their voice heard
Non-isolation
FEARS
Unemployment
Missed opportunities
Making the wrong choice
No personal life
Bank debt
12. 12
GENERATION Y
Brands trying to start a conversation with Millennials
Unemployee of The Year From the Future Passion Works
15. 15
GENERATION Z
First generation to grow up having
smartphones and tablets
First generation able to use technology
before they can even talk
Content creators since very early ages
By 2020, they will be the largest group of
consumers worldwide.
In Romania: opposite situation (large
aging population + decreasing birth-rate)
16. 16
GENERATION Z
KEY FEATURES
Connected since birth
Constant state of partial attention
Happier with access than ownership
The most critical shopper
ASPIRATIONS
Social Good
Community organisation
Promoting change
Entrepreneurship
FEARS
Climate change
Solitary pursuits
Online identity theft
Bankruptcy
19. 19
X-Y-Z DIFFERENCES IN A NUTSHELL
X Y Z
Buying music online
Making a “haul” video
Calling the bank
Adapted
Alien
Authentic
Authentic
Adapted
Adapted
Alien
Authentic
Alien
20. 20
IN CASE OF A SERIOUS EARTHQUAKE…
Generation X would try to save the children and important
documents (house papers, ID, bank certificates).
Generation Y would post on Facebook / upload a photo of
cracked walls on Instagram and count the likes & shares.
Generation Z would ask on ask.fm what to do in case of
an earthquake.
Generation Xer giving advice
