Y
hit the door when they are not recognized. Research
has found that this may just be the surface of what we
see, and this young generation isn’t the angry bunch we
assume them to be, but instead one with strong ethical
values, who prioritize learning and takes importance in
human relationships. For these values to surface, however, one has to know the right way to approach and talk
to them. (Costa et al. July 2013).
DIGITAL CRADLE: conversation can be face to
Who are they?
They have been accused of everything: being distracted, superficial and even selfish. But they also
care about the environment, have strong moral
values and are ready to change the world...
Priscilla, She just does
what she wants
Francis, he can’t spend
more than three months
with the same job
T
Philip, who considers caring
for the environment with the
upmost importance.
hose in their 20s now are the representatives
of the so-called Generation Y, a group that is slowly
causing a quiet revolution. Thanks to the fanfare generations of the 60s and 70s, they’re able to know the
rules of the past that do not work - and are inventing
new rules with unstoppable forces themselves.
Slacking, distracted, superficial and insubordinate
are som less friendly adjectives to classify those born
between 1978 and 1990. Conceived in a digital, democratic and nonconventional traditional family structure, these kids are accustomed to ask and get what
they want. “My priority is to have freedom in my choices, do what I love and seek out the best options for me”
said a student, Priscilla. “I would be very unhappy if I
30 JULY 2014
face, by phone, email, msn, Twitter or any other communication tools over the web. This is the first generation
that has grew up with digital tools; they were born into
the era of TVs, computers and instant communication
via the Internet. Studies have shown that Americans
who live with virtual tools develop a different cognitive
system.
The U.S Department of Education has expressed that
this is “the age of multi-tasking”. A study by the U.S.
consultancy Rainmaker Thinking revealed that 56% of
Generation Y professionals want to be promoted within
a year. The haste shows that they are eager to test their
limits and continue to grow in their professional and
personal life. This desire to develop has been identified
as critical for 94% of young people interviewed.
“Such an environment where anyone can be debunked
with a simple Google search taught us that transparency
and honesty in relationships is essential” says Ana Costa,
researcher for FIA. “I cannot live with unethical values
or not caring for the environment we live in”, says an
interviewed student. This student´s feeling is shared by
97% of those born around the same time, who claim,
like him, to not enjoy unethical attitudes around them.
PERSONAL LIFE FIRST: The clearest sign that
were to end up in a place where I do senseless things
that do not add any value to me.”
A research conducted by the Fundação Instituto
de Administração (FIA/USP) held with about 200
young people in São Paulo revealed that 99% of
those born between 1980 and 1993 remain involved
only in activities they enjoy, and 96% believe that
life’s main objective is personal fulfilment. The generation is concerned with finding the right balance
between professional and personal life, and doing
what one enjoys creates personal pleasure.
One side of the coin is that when at work, it is common for the newly hired to jump from one job to
another, treat their superiors as classmates or even
young people place such a high importance to their own
values are apparent in the work place. Companies as a
result create more flexibility in their hierarchies acting
as a network, whilst prioritizing ethics and responsibility. If the question of how to balance private life with a
career arises, today’s answer is simple: a life outside the
office is the most important and should be prioritized,
period. The big difference compared to youths from other decades is that, today, they do not give up the reins of
their own lives. They customize their own existence, imposing their values and creating a society more focused
on the human being.
In the last 60 years, three generations have
shaped the values and the collective way of
thinking. This task now falls into the hands
of Generation Y.
THE LUCKY FEW (until 1945): This is the generation that faced a major war and passed through
the Great Depression; With devastated countries
needing to rebuild the world and survive. They’re
practical, dedicated, like rigid hierarchies and once
in a company, tend to remain in the company for
the long haul.
BABY BOOMERS (1946-1964): They are the children of the post-war era, who broke through the
standards and fought for peace. They did not see
the world in destruction, which may explain why
they are more optimistic than the previous generation, and are focused on thinking about personal values and good education for their offspring.
They are known to have love-hate relationships
with superiors, are focused, and prefer to act in
consensus with others.
GENERATION X (1965-1977): During this period, the material conditions of the planet enabled
the generation to ponder about the quality of life,
freedom in the work place and personal relationships. With the development of communication
technologies they’re easily able to balance personal
life with work. But they faced violent crisis such as
unemployment in the 80s, consequently pushing
them to become more sceptical and overprotective.
GENERATION Y (from 1978): With the relatively
stable world they grew up in they’ve had a decade
of intense appreciation of childhood, with access
to the internet, computers more so than previous
generations alongside a more sophisticated education. They’ve gained higher self-esteems and are
not subject to activities that do not make sense for
the long term. Knowing how to network and deal
with authorities are important structures in their
society. Respect is earned and is a two way street:
they respect those who respect them.
“We have 4 values :
Freedom, Family, Hope, Reward”
Each generation has it’s flagship trait, and Generation Y’s most significant difference compared to
youths from other decades is that, today, they do
not give up the reins of their own lives. They customize their own existence; impose their own values
to create a society that reflects the societal norms
and morals they believe in.
Edited by Maria Lynn Ehren
Source : Fundação Instituto de Administração (FIA/USP)
http://revistagalileu.globo.com
JULY 2014 31