Generazioni Culturali Z, Y, X, Baby Boomer, Tradizionalisti

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Alfa è la prima generazione del secondo millennio (nati dopo il 2010). La Generation We rappresenta la potenza emergente dei Millennials, che independenti — politicamente, socialmente, filosoficamente …

Alfa è la prima generazione del secondo millennio (nati dopo il 2010). La Generation We rappresenta la potenza emergente dei Millennials, che independenti — politicamente, socialmente, filosoficamente — intendono implementare un piano di cambiamenti radicali in America e in tutto il mondo.

Per la prima volta, nella storia, coesistono 5 differenti Generazioni Culturali: (1) Generazione Z - Internet Generation, (2) Generazione Y - the Millennials, (3) Generazione X - the Baby Busters, (4) Baby Boomers, (5) Tradizionalisti - Silent Generation.

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  • Pesquisando sobre as gerações para o TCC, descobri que alem dos Baby Boomers, X, Y e Z, temos ainda a Geração dos tradicionalistas (a primeira, antes dos Baby Boomers). Muito interessante.
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  • 1. Coesistono 5 Generazioni Culturali:5 Generazioni Culturali: Z, Y, X, Baby Boomer, Tradizionalisti Clay CasatiClay Casati Settembre 2009Settembre 2009 –– AggAgg Giugno 2014Giugno 2014Settembre 2009Settembre 2009 Agg.Agg. Giugno 2014Giugno 2014
  • 2. Contenuti  Generazioni Culturali  Generazione Z Internet Generation Generazione Z , Internet Generation  Generazione Y , Millennials  Generazione X, Baby Busters Generazione X, Baby Busters  Baby Boomers  Tradizionalisti  Generation WE  Forrester Research - Social Technographics  Citazioni & Link @ClayCasati 2 @ClayCasati @SpiritoInquieto
  • 3. Le Generazioni Culturali sono gruppi di persone nate in un determinato periodo di tempo che condividono una simile GENERAZIONI CULTURALI determinato periodo di tempo, che condividono una simile esperienza culturale. GENERAZIONI CULTURALI 3
  • 4. Generazioni Generazione Culturali Generazione Alfa dal 2011 Generazione YGenerazione Y 19801980--2000200019801980--20002000 MillennialsMillennials BabyBaby BoomersBoomers Generazione ZGenerazione Z 20012001--20102010 InternetInternet BabyBaby BoomersBoomers 19461946--19641964 InternetInternet GenerationGeneration G i XG i XGenerazione XGenerazione X 19651965--19791979 BabyBaby BustersBusters TradizionalistiTradizionalisti 19251925--19451945 Sil tSil t 4 SilentSilent GenerationGeneration
  • 5. Generazioni ed età GenerazioneGenerazione Nati nel periodoNati nel periodo NelNel 20142014 hannohanno GenerazioneGenerazione AlphaAlpha 20112011 -- 20252025 meno dimeno di 33 annianni Generazione ZGenerazione Z Internet GenerationInternet Generation 20012001 –– 20102010 dada 44 aa 1313 annianni Internet GenerationInternet Generation Generazione YGenerazione Y thethe MillennialsMillennials 19801980 –– 20002000 dada 1414 aa 3434 annianni Generazione XGenerazione X the Baby Bustersthe Baby Busters 19651965 –– 19791979 dada 3535 aa 4949 annianni BabyBaby BoomersBoomers 19461946 –– 19641964 Da 50Da 50 aa 6868 annianni TradizionalistiTradizionalisti 19251925 –– 19451945 OltreOltre 6969 annianni 5 Silent GenerationSilent Generation 19251925 19451945 OltreOltre 6969 annianni
  • 6. Generation AlphaGeneration Alpha Gen A  Generazione Alfa: la prima generazione del millennio  Nati dopo il 2010p  Principali caratteristiche  would begin school earlier and study for longer would begin school earlier and study for longer than those from previous generations  were also expected to be more materialistic andp technology-focused  the most materially supplied generation ever 6 Fonte immagine: news.com.au
  • 7. Generation AlphaGeneration Alpha Gen A  Principali caratteristiche (segue)  these 'Google' kids are really being shaped in ag y g p world of technology and consumerism or there could be a backlash against consumerism with some parents going back to basics in the hopesome parents going back to basics in the hope their children will hold on to their youth for longer  they are expected to work longer and have an average of five careers and 20 different employers in their lifetimes 7 employers in their lifetimes
  • 8. Generazione ZGenerazione Z Internet Gen D tt h N t G ti iG ti Detta anche Net Generation iGeneration.  Nati dopo il 2000  Principali caratteristiche  First to grow up with technology, including the I t t d t d i d hi ti t dInternet, gadgets and gizmos, and sophisticated games  They are “digital natives” – speaking the digital They are digital natives – speaking the digital language of computers, the Internet, and video games. 8
  • 9. Generazione ZGenerazione Z Internet Gen  Principali caratteristiche (segue)  They think learn and process information They think, learn, and process information differently  Their culture is not defined by age rather by Their culture is not defined by age, rather by how they interact with information technologies, information itself, and one another and other people and institutionspeople and institutions.  Their story hasn't been written yet, but you can bet it will be a good one ! 9 bet it will be a good one !
  • 10. Generazione Z - Internet GenGenerazione Z Internet Gen 10 http://brasildelonge.files.wordpress.com/2014/04/chappatte-18.jpg
  • 11. Generazione Y the Millennials  Detta anche Neo-millennials e Next Generation  Nati nel periodo 1980-2000  Principali caratteristiche  High level of self-confidence, self-esteem  Like to be comfortable at work  Self-reliant and highly social 11
  • 12. Generazione Y the Millennials  Principali caratteristiche (segue)  “Work is a means to an end” – not interested in i th i d Th l i i t dpaying their dues. They are a learning-oriented generation.  Efficient multi-taskers Efficient multi taskers  Believe in technology, techno wiz kids, the net generation [ Note, computers are not t h l C t lik d dtechnology. Computers are like sewers and roads. They're just there, an assumed part of life! ]  See email as snail mail definitely 2 0 end-users 12  See email as snail mail, definitely 2.0 end users
  • 13. Generazione X the Baby Busters  Detta anche Reagan Generation Detta anche Reagan Generation, 13th Generation N ti l i d 1965 1979 Nati nel periodo 1965-1979  Principali caratteristiche  Mom often worked, latchkey kids  Gaming years from 1970-1980, defining game was Ponggame was Pong  Question authority, want independence in their work 13 work
  • 14. Generazione X the Baby Busters  Principali caratteristiche  Adaptable, like to work with “ideas”, team oriented  “Work to live”, see career as key to happiness, b t id h ll d i t b ibut consider challenge and variety as being more important than job security  Constantly practice achieving work/life balance Constantly practice achieving work/life balance  Technologically savvy, possess technological literacy 14 y
  • 15. Technology use: Gen Y vs Gen X Gen X - the Baby Busters  uses technology when ituses technology when it Gen Y – the Millennials  9 in 10 own a PC and9 in 10 own a PC and uses technology when ituses technology when it intersects with a personalintersects with a personal need or fulfils a desireneed or fulfils a desire 32% HDTV d32% HDTV d  9 in 10 own a PC and9 in 10 own a PC and 82% own a mobile phone82% own a mobile phone  Gen Y spends more timeGen Y spends more time lili f l if l i 32% own an HDTV, and32% own an HDTV, and 29% have a DVR29% have a DVR  online shops (69%) andonline shops (69%) and onlineonline -- for leisure orfor leisure or workwork -- than watching TVthan watching TV  72% of Gen Y mobile72% of Gen Y mobilep ( )p ( ) banks (65%) higherbanks (65%) higher percentages than anypercentages than any other generationother generation phone owners send orphone owners send or receive text messagesreceive text messages  42% of online Gen42% of online Gen YersYers  Gen X is also ramping upGen X is also ramping up its internet and mobileits internet and mobile activities, includingactivities, including di bl d t tidi bl d t ti % o o e Ge% o o e Ge e se s watch internet video atwatch internet video at least monthlyleast monthly Source:Source: Forrester Research’s 2008 NorthForrester Research’s 2008 Northreading blogs and texting.reading blogs and texting. 15 Source:Source: Forrester Research s 2008 NorthForrester Research s 2008 North AmericanAmerican TechnographicsTechnographics Benchmark survey.Benchmark survey.
  • 16. Baby Boomersy “Yuppies”  Nati nel periodo 1946-1964  Principali caratteristiche  Grew up in traditional nuclear families  First to grow up with televisiong p  Optimistic and driven to achieve  Competitive Competitive  Understand the concept of “paying your dues” 16
  • 17. Baby Boomers P i i li tt i ti h y “Yuppies”  Principali caratteristiche  “Live to work” – their persona is defined by their profession/jobdefined by their profession/job  Proud of being “self-made” and their career achievementsachievements  Lack work/life balance, taking work home is routine  Currently dominate the workforce and also run most organizations today – they are digital “i i t ” 17 “immigrants”
  • 18. Tradizionalisti  Detti anche “veterani” o “Silent Generation”  Nati nel periodo 1925 -1945  Principali caratteristiche  Disciplined  Self-sacrificing  Loyal  Hard-working  Respect authority Respect authority  Work within the system  Mastering technology means being able to send 18  Mastering technology means being able to send an email; adding an attachment is pure genius.
  • 19. "In a political world poisoned by cynicism and spin, the hidealism, optimism, commitment, and energy of the Millennial generation offer an inspiring antidote. With their independent thinking and their readiness toWith their independent thinking and their readiness to abandon the partisan wars we've been fighting for too long, today's young people are poised to lead a worldwidey y g revolution. Generation We captures this transformational moment with insight and clarity.“ A i H ffi t F d Th H ffi t P t GENERATION WE Arianna Huffington, Founder The Huffington Post GENERATION WE Il potere emergente della Millennial Generation 19
  • 20. Millennials & Generation WEMillennials & Generation WE  La gioventù americana della “Generation WE” rappresenta la potenza emergente dei Millennials  Independenti politicamente, socialmente e fil fi t i t d i l t i difilosoficamente, intendono implementare un piano di cambiamenti radicali in America e nel mondo.  I Millennials sono la genera ione I Millennials sono la generazione più numerosa nella storia Americana e la prima che deve affrontare il declino dell’impero USA. 20 www.gen-we.com/
  • 21. Visione Gen-We: impegno per il bbene comune  Ethos che supera le tradizionali divisioni come la l’id l i l’ t litirazza, l’ideologia, l’appartenenza politica.  Secondo Eric Greenberg i giovani Gen-WE sono fortemente progressivi socialmente tolleranti confortemente progressivi, socialmente tolleranti, con una coscienza ambientale, amanti della pace, pronti a guidare il più grande spostamento verso sinistra della recente storia americanadella recente storia americana.  Fanno volontariato con numeri da record e si dichiarano pronti a sacrificare il proprio interesse il b iù dper il bene più grande.  Non si adattano perfettamente alle classiche categorie ideologiche e sono chiaramentecategorie ideologiche e sono chiaramente desiderosi di stabilire un nuovo paradigma. 21
  • 22. Visione Gen-We: rifiuto della l d hi tt lleadership attuale  La seconda dinamica che dà forma alla visione del La seconda dinamica che dà forma alla visione del mondo della Gen-WE è il rifiuto completo della attuale leadership del paese e delle istituzioni d i tidominanti.  Secondo Eric Greenberg i giovani americani credono che le grandi istituzioni – Congressocredono che le grandi istituzioni – Congresso, Governo Federale, grandi aziende, religioni organizzate - che dominano la società moderna h i t f llit t d i t ttihanno ampiamente fallito, anteponendo ristretti interessi personali rispetto al benessere del paese nel suo complesso.p  http://www.gen-we.com/ 22
  • 23. Social Technographics classifies people according to how they use FORRESTER RESEARCH - Social Technographics classifies people according to how they use social technologies FORRESTER RESEARCH SOCIAL TECHNOGRAPHICS™ 23
  • 24. Social Technographics™  Social Technographics classifica le persone in base a come utilizzano le tecnologie sociali [1] .  Forrester's Social Technographics® classifica i consumatori in 7 livelli di partecipazione che si sovrappongono  Technology adoption is grouped to reflect increasing levels of participation (Writing a blog requires more participation than reading one)reading one).  Consumers can have different levels of participation (This is not a segmentation).g ) Source: www.forrester.com/Groundswell/b2b_profile_tool.html [1] The term Social Technology was first used as the title of the book Social Technology by Olaf Helmer, 24 Bernice Brown and Theodore Gordon, from the Rand Corporation. It has acquired an expanded range of meanings as a result of Facebook and other Social Utilities. In current usage social technology is technology for social purposes. (en.Wikipedia)
  • 25. 2011one2paziotecipipartellidi 25 Live
  • 26. Citazioni & Link  Rielaborazione da: Innovations to Gain the Edge, The Learning 2.0 Ecosystemg , g y For CompTIA Colloquium 2009 Lili Goleniewski, The LIDO Organization, Inc. t l b t lwww. telecomwebcentral.com http://telecomessentials.typepad.com/files/innovations-to- gain-the-edge-pdfcompatibility-mode-1.pdf  Alcuni dati e informazioni da Wikipedia  Social Technographics™  Generazione Alpha: www.news.com.au/features/babies-born- from-2010-to-form-generation-alpha/story-e6frfl49- 1225797766713#ixzz1VLCx3W6M 26