There are quite a few French people who can identify with the terms Boomer, Millennial or Generation Z, but find it hard to classify them.
These are, of course, the names of the latest generations to be born.
If you do a little research on these generations (as many scientists have done in the meantime), you can obviously draw some conclusions.
With each generation, a very specific group of people grows up, each shaped by the world events and social trends of their childhood and youth.
They often share common opinions and values.
These things influence political opinions, purchasing decisions and sometimes even personal family planning.
According to the study, this influence is particularly true for the often misunderstood Generation Z (or Gen-Z).
This generation was born between 1997 and 2010.
This makes them the official successors to the millennials (Gen-Y).
Here’s a brief overview of the generations since the post-war period:
Boomers: born between 1946 and 1964
These children grew up in the post-war era.
Their childhood was characterized by a spirit of optimism.
However, many children also clearly felt the fears that the war had left in their parents.
Generation X: Born between 1965 and 1980
With this generation came the first children who were shaped without the direct influence of war.
However, these children also had to make do with relatively little wealth.
Their lives were in fact characterized by less economic security than those of their predecessors, also due to the influence of the Cold War.
Generation Y: Born between 1981 and 1996
According to the Swiss Federal Statistical Office, the current generation of parents already represented 22% of the French population in 2015.
Millennials are considered well-educated.
There is a fairly high proportion of university graduates.
This generation is also very technology-savvy.
During their youth, personal computers, the Internet and cell phones became an integral part of daily life.
Generation Z: Born between 1997 and 2010
In purely mathematical terms, these are the children of Generation Y.
Today’s living conditions tell us what things and needs this generation will be shaped by as adults.
We (and therefore also Generation Alpha) live in politically turbulent times.
Generation Y and Generation Z have a great responsibility to prepare the new Alpha generation for the adult world with love and strength.
1. Generation Z at work
In their working lives, young people of Generation Z often struggle with perceived existential fears.
Such fears can have corresponding effects on their entire professional career.
A meta-study revealed that natives of this generation are naturally success-oriented.
However, they have a particular need for safety awareness in their working lives.
They often feel much more at home in a medium-sized company with a trustworthy boss, than in a hip, successful start-up.
Another indication of special security needs is the extremely low rate of those who can imagine being self-employed.
According to the study, only 6% admit to having had the courage to launch their own business.
At the same time, members of this group of people are valued in companies for their high level of affinity with the Internet.
And no wonder, since their private lives (statistically) are also very digital.
When it comes to social networks and digital applications, Generation Z is extremely private.
2. Generation Z and consumption
As customers, companies consider Generation Z to be rather difficult.
They are seen as erratic and not very decisive.
It all depends on your point of view, of course!
It’s not at all as if consumption plays no role in this generation.
However, purchasing decisions are made differently than in previous generations.
These people are more thoughtful, conscious and sustainable consumers.
What’s more, the first-born of this generation are already parents.
They’ve formed families.
Of course, this also influences consumer priorities.
On the whole, however, this is a generation that doesn’t take it easy when it comes to purchasing decisions.
Need drives their purchases, not desire.
In some cases, this stands in the way of pure mass consumption.
Sustainability is (increasingly) welcome here.
Online shopping
Along the way, careful thought is needed.
Thanks to the “digital revolution”, the Internet and influencers with their social networks are a real factor in purchasing decisions.
Unboxing videos and video testimonials are very popular.
Once all this information is in the “box”, friends and family are asked.
Because their opinion is also extremely important to Generation Z.
At this stage, it’s no longer easily accessible through advertising.
And that ultimately makes them “difficult customers” in the eyes of (part of) the industry.
Incidentally, despite their high level of affinity with the Internet, Generation Z is not at the top of the online shopping charts.
Instead, young people prefer to examine interesting products for themselves, rather than simply relying on product images and descriptions.
3. Generation Z and politics
It’s also interesting to note that young people under the age of 20 want to get more involved (also actively) in politics.
They care about what the future holds, and want to actively shape it.
Previous generations were also very politically active in their youth.
It’s not just a fad from 1968.
Today, young people are once again confronted with issues that could burden their own children well into adulthood.
This is certainly a good reason to take an interest in politics and get involved.
The big spark then came with Greta Thunberg and Fridays for Future.
However, political interest doesn’t stop with the climate issue.
Deep down, however, there’s an almost general skepticism about current politics and economics.
The need for change is enormous.
Read also: Indigo child: 19 signs to recognize him and understand his mission
4. Generation Z and the Internet
In fact, Generation Z is the first generation that, from the very first year of birth, has never grown up without the Internet.
When you realize that things like a rotary dial, slide projectors and tube TVs belong at best to faint memories of early childhood, you end up wondering why such paragraphs are still included in texts today.
After all, you’re not going to write about things like microwaves and indoor lighting.
And that’s despite the fact that these inventions (at the time) also had a huge impact on life.
No, you’re writing this paragraph in comparison to all the previous generations who haven’t yet experienced the Internet with “mother’s milk”.
To this day, for Generation Y and those before, the Internet remains a (partially) very ambiguous subject, grappling with how things that were once new have developed and then become global.
Transitional generations certainly had a similar experience, shortly after the invention of electricity or during industrialization.
Because even then, children were born who never grew up without electric light in the bedroom.
Electricity in private homes also changed the growing generation’s view of the world at that time.
As well as pure information seeking, social networking platforms and apps like Tiktok are of course also all the rage.
Older generations seem more likely to stick to Facebook or Twitter for the time being.
Incidentally, it’s interesting to see that 50% of Generation Z, despite their general strong affinity for the Internet, say that social networking platforms are dangerous.
