Understanding Generational Stages
Translated by
ScribdTranslationsUnderstanding Generational Stages
Translated by
ScribdTranslationsGenerational Stages
INTRODUCTION
To better understand the way of thinking and acting of man, studies have been conducted.
that define the behavior of groups over periods of time with events
historical and social determinants. These groups are referred to as Generations.
UNIVERSAL, 2014, p. 1)
The generational theory of Strauss-Howe, created by the authors William Strauss and
Neil Howe describes a recurring theory of generational cycles in history. Strauss and
Howe laid the foundations for his theory in his 1991 book Generations, which deals with history.
from the United States as a series of generational relays starting from 1584.1In his book
In 1997, the fourth round, the authors expanded the theory by focusing on a quadruple cycle.
generational of the eras of American history. Since then, they have expanded the
concept in a variety of publications. (WIKIPEDIA, 2020, p. 1)
Strauss and Howe define a social generation as the set of all people
born within a span of approximately twenty years or about the duration of a
stages of life: childhood, young adulthood, middle age, and old age.
2020, p. 1)
The generations that span the period between 1900 and 2020 are: Baby Boomers, the
Generation X, and the Millennials that various authors divide into two: Generation Y and the
Generation Z (THE UNIVERSAL, 2014, p. 1)
First of all, the members of a generation share a location by age.
in history: they encounter key historical events and social trends
while they occupy the same phase of life. Members of a generation have ways
lasting in the times they are in when they are children and young adults and
they share certain common beliefs and behaviors. Aware of the experiences and
traits that they share with their peers, the members of a generation would also share
a sense of common belonging perceived in that generation. (WIKIPEDIA, 2020, p. 1)
DEVELOPMENT
A generation is all the people who are born and live more or less at the same time,
collectively considered, it is the average period, generally considered to be from 20 to
30 years, during which children are born and grow up, become adults and begin to
having children. In kinship terminology, it is a structural term that designates the
father-son relationship. It is also known as biogenesis, reproduction or procreation in the
biological sciences. (WIKIPEDIA 2019, p. 1)
Classification of generational groups
The classification of generational groups by Kotler and Keller is as follows:
the Baby Boomers (or the baby boom),
Generation X,
Generation Y
Generation Z.
The classification of generational groups allows us to understand and study from a
better way the behavior of each of them.
THE BABY BOOMERS
They were born between the years 1946 and 1964 and are between 52 and 70 years old. They are called Baby Boomers.
Boomers because after World War II and with the return of soldiers to their
countries experienced a period of economic growth and an increase in the number of
births in families. They are characterized by having large families, being
conservatives and value having a lifelong job. (ACIR, 2018, p. 3)
Characteristics according to Mesa (2013):
They are people committed to their work and motivated by having a good
economic position, they enjoy great professional achievements.
They stand out for their safety and independence. They have the economic capacity to
to treat oneself to some luxuries.
They are members of large families. They value spending time with the family and
may the traditions be fulfilled.
Most are about to retire, and they are looking for places and services that offer them
all basic and specialized services.
Obsessed with youth, not age, they are active, concerned about their
health and those interested in the digital world.
Generation X
It corresponds to people who were born in the period 1965-1978 and are between 38 and
51 years old. This generation values what it has and is single-tasking. The term 'Generation X' was
relatively popular among the media in the 1990s as a way of
to designate those who were teenagers at that time (and ironically are the last ones
members of that generation) and generally associating them with the television channel MTV.
(ACIR, 2018, p. 4)
Characteristics according to MEANINGS (2018):
They grew up alongside technological advances.
They carry out countless cultural activities, outdoors, and they like it.
share with family and good friends.
Many are individualists, single, and have no children.
They are not users dependent on the Internet and technologies, but they do
They benefit from their functions.
They balance their personal life with work responsibilities.
They were witnesses to the end of the Cold War.
They witnessed the fall of the Berlin Wall.
It is the first generation to scientifically understand what HIV/AIDS is.
Many have been entrepreneurs and have founded their own companies.
They are the parents of Generation Y or Millennials.
THE GENERATION AND
Also called 'the millennium' or Millennials, it refers to people born between
1979 and 1994 and are between 22 and 37 years old. In the 1980s, terrorism occurred and the
The economic crisis made this period referred to as 'the lost decade'. Several
families chose to go abroad in search of better living conditions. During this time,
People were born into a context of globalization and the development of the internet and networks.
social. (ACIR, 2018, p. 5)
Characteristics according to SIGNIFICADOS (2018):
Addicted to technology
They have more education than the previous generation.
The vast majority have a professional higher education degree and usually
to speak at least two languages.
Entrepreneurs
Active citizens
Strong moral values,
He actively engages with movements and communities that feel that the
they represent.
They are active on social media, organizing and participating in events for their
causes.
GENERATION Z
The digital natives correspond to people who were born from the year 1995 onwards and
they are under 21 years old. Members of this generation have been born with the internet and the
use of information technologies. (ACIR, 2018, p.6)
Part of this generation is already in the first years of university and in the
In the following years, they will join the labor market. They are influenced by various musical styles.
with rap, pop, heavy metal, and pop punk being the most followed. They are considered
technologically very connected, having used technologies since a very young age
such as DVD, Internet, instant messaging or SMS, mobile communication, players
from MP3 and the famous YouTube. (ACIR, 2018, p. 6)
Characteristics according to ACIR (2018):
They are multitaskers,
Few patients,
They work in a group
They have revalued business activity.
CONCLUSION
By studying this topic of generations, one can notice the marked
differences of these human groups in behaviors, expectations, motivations, etc. Likewise
It can be seen how the experiences, events, and characteristics of each generation,
they were influencing and shaping the main values of the following group.
BIBLIOGRAPHY
ACIR (2018), GENERATIONAL MARKETING, retrieved on September 12, 2020
de: [Link]
[Link]
EL UNIVERSAL (2014), THE THEORY OF GENERATIONS, retrieved on the 11th of
September 2020 from:[Link]
generations
WIKIPEDIA (2020), GENERATIONAL THEORY OF STRAUSS–HOWE, retrieved on the 11th
September 2020 from:[Link]
Generational Theory of Strauss-Howe
WIKIPEDIA (2019), GENERATION, retrieved on September 11, 2020 from:
Generation
MESA (2013), CHARACTERISTICS OF BABY BOOMERS, retrieved on the 12th of
September 2020 from:[Link]
- They are people committed to
the name and the trajectory.
MEANINGS (2018), GENERATIONS, retrieved on September 11, 2020 from:
They are descendants,
generally, family and with good friends.