According to the Social Marketing website, we cannot explain every slang word, for example; phrases like “Gen X’ or “Gen Y” when used often enough, eventually become everyday jargon [7]. Interpretation of such phrases is challenging. As a Graphic Designer, I am required to understand different phrases in order to express them correctly.
These above examples now form part of most people’s vocabulary. They are used to categorise people into different generational groupings, according to age and how each of these generations reacts to the social climate in which they grew up [7].
BABY BOOMERS
The Baby Boomers generation is born between the years of 1946 to 1964 [3, 5, & 9]. They originate from the United States were the babies were born at the end of the World War II [1, 3, 5 & 9]. Baby Boomer generation is driven to chase success after being people who were hippies and dropouts [5]. They are eager to change traditions and the world [5, 7 & 9], and also believe they have the right to education [1]. They are hardworking people who influence the economy and society to a large extent [1].
GENERATION X
Generation X are people born in South Africa, between the years of 1960-1990 [2]. They recall apartheid but did not participate in the struggle [2]. They were forced to become adults at a young age and handle life situations with maturity [2]. Aspects such as sexual relations, abuse and violent behaviour came to the fore [2]. They experience apprehension and collect information on how to do things on their own [4]. This group grew up with technology changing and had great computer skills [3 & 4]. They are more flexible to change jobs opposed to their parents who worked themselves to death [3, 4 & 5].
GENERATION Y,
OR MILLENNIALS
Generation Y is a group of people born between the years of 1991-2000 [5]. This group has the largest amount of people in the labour force [5]. They are goal-orientated and can multitask [5]. They prefer working in teams and face the world together. South Africa gave Gen Y the name Ubuntu [5]. Another name for them is the “Digital Natives” because they are up to date with the latest technology and communication media [5]. They are aware of the environment and health requirements [5].
GENERATION Z
Generation Z is people born between the years of 2000-2012 [6]. Another name given to them is “screen-agers” because they are the first generation of a fully digital world and [5]. Generation Z does not type full sentences and barely use proper English [6]. They have replaced texts with images (emoticons) (Rammopo, 2016). Believing they are the masters of everything [6]. They are known as “Generation Us” as they seek new experiences in line with the latest trends [3 & 9]. This generation is the most aware of the social issues of their time [3].
TO CONCLUDE
To summarise our understanding of the four different generations. We start with Baby Boomer as they were raised to become influencers of society and the economy. Generations X taught themselves everything as they believe they have to do everything on their own. Generations Y is goal-orientated people and can do multiple tasks at once. Lastly generation Z call themselves “Generation Us” as they want more interaction than just experiencing the latest trends.
References
[1] Aitchison, C. (2011). baby boomers the end of the world. Retrieved from lexis nexis: http://www.lexisnexis.co.za/our-solutions/private-sector/research-solutions/newsletter-articles/baby-boomers-the-end-of-the-world.aspx
[2] Blaauwberg. (2003). Understanding generation x. Retrieved August 21, 2017, from http://www.blaauwberg.net/cic/articles/childrens_issues/understanding_generation_x.asp
[3] Holroyd, J. (2011). talkin bout my label. Retrieved from http://www.smh.com.au/lifestyle/diet-and-fitness/talkin-bout-my-label-20110720-1ho7s.html
[4] Kane, S. (2017). common characteristics of generation x professionals. Retrieved from the balance: https://www.thebalance.com/common-characteristics-of-generation-x-professionals-2164682
[5] Lerm, N. (2017). generations in sa. Retrieved from fusion design: http://fusiondesign.co.za/generations-in-sa.html
[6] Rammopo, k. (2016). Article. Retrieved from bizcommunity: http://www.bizcommunity.com/Article/196/347/144912.html
[7] social marketing. (2017). generations xy z and the others. Retrieved from social marketing: http://socialmarketing.org/archives/generations-xy-z-and-the-others/
[8] South African History. (2013). pravin jamnadas gordhan. Retrieved August 21, 2017, from sa history: http://www.sahistory.org.za/people/pravin-jamnadas-gordhan
[9] Wallop, H. (2014). Gen Z Gen Y baby boomers a guide to the generations. Retrieved from http://www.telegraph.co.uk/news/features/11002767/Gen-Z-Gen-Y-baby-boomers-a-guide-to-the-generations.html