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.

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
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@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
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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
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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
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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
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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
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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.
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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 !
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bet it will be a good one !

10. Generazione Z - Internet GenGenerazione Z Internet Gen
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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
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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
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 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
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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
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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.
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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”
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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 ”
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“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
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 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
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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.
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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.
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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/
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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™
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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,
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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
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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
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