Coesistono 5 Generazioni Culturali: 5 Generazioni Culturali:

Z, Y, X, Baby Boomer, Tradizionalisti

Clay CasatiClay CasatiSettembre 2009Settembre 2009 –– AggAgg Giugno 2014Giugno 2014Settembre 2009 Settembre 2009 Agg. Agg. Giugno 2014Giugno 2014

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

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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Generazioni GenerazioneCulturali

GenerazioneAlfa dal 2011Generazione YGenerazione Y

19801980--2000200019801980--20002000MillennialsMillennials

Baby Baby BoomersBoomersGenerazione ZGenerazione Z20012001--20102010Internet Internet

Baby Baby BoomersBoomers19461946--19641964

Internet Internet GenerationGeneration

G i XG i XGenerazione XGenerazione X19651965--19791979Baby Baby BustersBusters

TradizionalistiTradizionalisti19251925--19451945Sil tSil t

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SilentSilentGenerationGeneration

Generazioni ed etàGenerazioneGenerazione Nati nel periodoNati nel periodo Nel Nel 2014 2014 hannohanno

Generazione Generazione AlphaAlpha 2011 2011 -- 20252025 meno di meno di 3 3 annianni

Generazione ZGenerazione ZInternet GenerationInternet Generation 2001 2001 –– 20102010 da da 4 4 a a 13 13 annianniInternet Generation Internet Generation Generazione Y Generazione Y the the MillennialsMillennials 1980 1980 –– 20002000 da da 14 14 a a 34 34 annianni

Generazione XGenerazione Xthe Baby Bustersthe Baby Busters 1965 1965 –– 19791979 da da 35 35 a a 49 49 annianni

Baby Baby BoomersBoomers 1946 1946 –– 19641964 Da 50 Da 50 a a 68 68 annianni

TradizionalistiTradizionalisti 19251925 –– 19451945 OltreOltre 6969 annianni

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Silent GenerationSilent Generation 1925 1925 19451945 Oltre Oltre 69 69 annianni

Generation AlphaGeneration AlphaGen 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 longerthan those from previous generations

were also expected to be more materialistic and ptechnology-focused

the most materially supplied generation ever

6Fonte immagine: news.com.au

Generation AlphaGeneration AlphaGen A Principali caratteristiche (segue)

these 'Google' kids are really being shaped in a g y g pworld of technology and consumerism or therecould be a backlash against consumerism withsome parents going back to basics in the hopesome parents going back to basics in the hopetheir children will hold on to their youth forlonger

they are expected to work longer and have anaverage of five careers and 20 differentemployers in their lifetimes

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employers in their lifetimes

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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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 !

Generazione Z - Internet GenGenerazione Z Internet Gen

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http://brasildelonge.files.wordpress.com/2014/04/chappatte-18.jpg

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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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

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

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

Technology use: Gen Y vs Gen XGen 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 it uses technology when it intersects with a personal intersects with a personal need or fulfils a desireneed or fulfils a desire32% HDTV d32% HDTV d

9 in 10 own a PC and 9 in 10 own a PC and 82% own a mobile phone82% own a mobile phone

Gen Y spends more time Gen Y spends more time lili f l if l i 32% own an HDTV, and 32% own an HDTV, and

29% have a DVR29% have a DVR online shops (69%) and online shops (69%) and

online online -- for leisure or for leisure or work work -- than watching TVthan watching TV

72% of Gen Y mobile 72% of Gen Y mobile p ( )p ( )banks (65%) higher banks (65%) higher percentages than any percentages than any other generationother generation

phone owners send or phone owners send or receive text messagesreceive text messages

42% of online Gen 42% of online Gen YersYers Gen X is also ramping up Gen X is also ramping up

its internet and mobile its internet and mobile activities, including activities, including

di bl d t tidi bl d t ti

% o o e Ge% o o e Ge e se swatch internet video at watch internet video at least monthlyleast monthly

Source: Source: Forrester Research’s 2008 North Forrester Research’s 2008 North reading blogs and texting.reading blogs and texting.

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Source: Source: Forrester Research s 2008 North Forrester Research s 2008 North American American TechnographicsTechnographics Benchmark survey.Benchmark survey.

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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Baby Boomers

P i i li tt i ti h

y“Yuppies” Principali caratteristiche

“Live to work” – their persona isdefined 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”

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.

"In a political world poisoned by cynicism and spin, the h idealism, optimism, commitment, and energy of the

Millennial generation offer an inspiring antidote. With their independent thinking and their readiness to With 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 worldwide y y grevolution. 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 WEIl potere emergente della Millennial Generation

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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/

Visione Gen-We: impegno per ilbbene 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, conuna coscienza ambientale, amanti della pace, prontia guidare il più grande spostamento verso sinistradella recente storia americanadella recente storia americana.

Fanno volontariato con numeri da record e sidichiarano 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 chiaramentedesiderosi di stabilire un nuovo paradigma.

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Visione Gen-We: rifiuto dellal 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 dellaattuale leadership del paese e delle istituzionid i tidominanti.

Secondo Eric Greenberg i giovani americanicredono che le grandi istituzioni – Congressocredono che le grandi istituzioni – Congresso,Governo Federale, grandi aziende, religioniorganizzate - che dominano la società modernah i t f llit t d i t ttihanno ampiamente fallito, anteponendo ristrettiinteressi personali rispetto al benessere del paesenel suo complesso.p

http://www.gen-we.com/22

Social Technographics classifies people according to how they use

FORRESTER RESEARCH -

Social Technographics classifies people according to how they use social technologies

FORRESTER RESEARCHSOCIAL TECHNOGRAPHICS™

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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)

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Citazioni & Link Rielaborazione da:

Innovations to Gain the Edge, The Learning 2.0 Ecosystemg , g yFor 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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