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However, such an egalitarian viewpoint of the world gives Generation Y a low avoidance of uncertainty, which has both positive and negative consequences. Of the latter, the proclivity to challenge authority and to create a new status quo can create certain problems. The ubiquity of file sharing and copyright infringement that resulted in the shutdown of a number of popular websites such as Limewire, and complications for others such as Napster, was partly fuelled by Generation Y's low tolerance for conventionality and need to sate its entertainment, music and movie needs expediently. As a result of this generation's relatively low tolerance for regulation, it has displayed an elasticity that allows it to adopt to change frequently and seamlessly.
Another direct result of Generation Y's low tolerance for uncertainty is its extreme individualism. In addition to assisting in fostering its sense of ambition and entitlement, the degree of individualism that categorizes this generation presents innate challenges to earning its loyalty. With an abundance of alternatives at its disposal due to a steady influx of information provided by technological applications, Generation Y has a decidedly short attention span and tolerance...
Professionals would rather provide their own solutions to problems with a service or a product rather than endure dissatisfaction. Their propensity to multi-task and to network with others via social media and mobile communication devices makes it imperative that companies seeking their patronage stay abreast of their fluctuating attention.
In order to earn this generation's loyalty, marketing executives must understand these cultural values of low power distance, low avoidance of uncertainty, and stark individualism. Doing so partly involves communicating and monitoring communication between these professionals on social media sites. This is the one eminent boon of this generation's adherence to autonomy -- their methods of communication allow for fairly instantaneous feedback about products and services marketed towards them. Due to the expedient rate of change that characterizes the needs of this generation, the monitoring of Twitter and Facebook accounts can raise the marketers' awareness of ways to best access this generation. It can review points of dissatisfaction and future needs, as well as ascertain which forms of communication are most effective for reaching this target audience.
Generation X and Y The diverse workforce means that there are multiple generations in the same workplace. Recent research regarding generational differences has found common generational attributes. These generational commonalities may be found in varying degrees, and are not indicative of "all persons of that age grouping." The traditionalists, born between 1925 and 1945, will stay in a position until they retire and don't always welcome change. Baby boomers (1946-1964), the largest group,
Generation X Growth Trend for Generation X for 2004 to 2010 Martin & Prince (2009) predicted that Generation X would be the predominant market segment by 2010. U.S. Census data estimate that Generation X makes up 19% of the total population in 2010. Sources vary on which birth years to include when defining this generation. For the purposes of this research, the years of 1965 to 1978 will be used to determine
Value Congruence/Generations Value Congruence Between Baby Boomers And Millennials Definitions and Explanations in Research There is some minor disagreement over the definitions of Baby Boomer and Millennial generations in the academic research. For instance, Murphy, Gibson & Greenwood (2010) in their research define Baby Boomers as those born between the years 1946 and 1964 and Millennials as those 76 million people born between 1980 to the present, while Rawlins, Indvik and Johnson (2008)
This is also in defiance of the usual job search and reward method -- instead of salary-driven, Millennials are fulfillment-driven. Through these intergenerational pairings, companies hope to tap into this valuable, selfless idealistic pursuit of knowledge and social capital for its own sake, while not losing the work ethic and focus of older generations. The experiment at Randstad has been quite successful in many instances, although the degree to which
However, he reconciles these opposite views in what he designs as the new religion for man: While he knew that a collapse and ricorso of Vico's type into a "divine" and "barbaric" epoch was possible, he did not regard any such colossal disaster as necessary or likely. He put hope above fear, and positive over negative. He seems to have foreseen a historical transformation similar to the change from Hellenic
feature of the contemporary workplace is the convergence of, and collision among, traditional and new talents from four different time zones: the Greatest Generation of World War II in the 40s and the 50s; the Baby Boomers born between 1946 and 1964; Generation X individuals born between 1964 and 1976; and Generation Y individuals born between 1976 and 1995. With different orientations and meeting in common grounds, the problem