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Generation X, Y or Z?16. February 2010 – 17:16 by Centre for E-Government |
When talking of digital natives and the new generation, names and definitions are changing rapidly. Thoughts on today’s Generation Z and the differences between Austria and the U.S.
The Baby Busters
Generation X, (often also named the 13thGeneration or Baby Busters/Baby Boomers) was shaped by political experiences such as the end of the cold war and the fall of the Berlin wall and defined as those born after the baby boom ended (birth dates 1961 to 1981). They are characterised by being the first generation with widespread access to television and shaped by the attention they received from the media. The term was used in a wide range of fields from social sciences to popular culture. It was popularised by the author Douglas Coupland in the novel “Generation X. Tales for an Accelerated Culture” (1991).
The Millenial Generation
The demographic cohort following Generation X is – surprisingly enough – described as Generation Y. It is also called Millennial Generation, Net Generation or Echo Boomers. Many sources have Generation Y spanning from the 1970s (during the late years of the Vietnam war) to the late 1990s, others between 1980 and 2000 (cf. Tim Walters, Ph.D. from Forrester Research). Characteristics of this generation vary, depending on region and social conditions. However, it is generally marked by an increased use of communication media and digital technologies. Shaped by the events of its time and the rise of communication technologies, it’s members, who have not yet hit 30, are familiar with almost all aspects of the internet, websites like YouTube and social networking sites. This may explain why they are rather peer-oriented due to the easy use of communication through technology. Compared to their elders, they seem to have a very different social behaviour and are often seen as spoiled children who demand good salary conditions and best time to work.
Participation vs. Command-and-Control
When conducting a survey with Swedish youngsters via Internet and Facebook (report entitle e-revolution), PricewaterhouseCoopers found out that collaboration and participation are not just words and that this generation is one of the most innovative. Attitudes and opinions are formed through the net, young people having a clear vision of it’s role. Generation Y strongly influenced the U.S. presidential election in 2008. 71% of those under 30 years went to the polls for the first time and two-thirds voted for Barack Obama. With a “speak your mind” philosophy, they are much less likely to respond to the traditional command-and-control type of management and don’t fear authorities. Plus, work-life balance is becoming increasingly important.
