The other fact to remember is that new technology is typically first adopted by the youngest generation and then is gradually adopted by the older generations. From there on it was all down-alphabet. Fini la vieille école, place à l’esprit startup ! Les 18 – 24 ans : les Millennials 2.0 (génération Z). Si le digital a favorisé une meilleure gestion de la relation client, grâce notamment aux réseaux sociaux, il faut également penser à l’ensemble des générations. La génération Z est la génération des personnes nées entre 1997,, et 2010,. Elle fait suite aux générations des boomers, des baby boomers et à la génération X. Elle précède logiquement la génération Z qui est constituée des personnes nées après 1995. Agés de 21 ans pour les plus jeunes, ils ne sont, pour la plupart, pas encore entrés dans le monde professionnel. Because of this, Millennials place their trust in brands with superior product history such as Apple and Google. And it doesn’t hurt to understand these age groups since marketing tools and audience segmentations generally include age as a factor. This alone impacts their values, which are often reflections of how they were raised. Les entreprises et les RH doivent être capables d’intégrer ces 2 … Banking Habits: Since they are digitally savvy, Gen X will do some research and financial management online, but still prefer to do transactions in person. La génération Y regroupe l'ensemble des personnes nées entre le début des années 1980 et la fin des années 1990. In short, no matter how many letters get added to the alphabet soup, the most important thing you can do is seek to understand the soup du jour for the type of consumer you want to attract. Face à ces caractéristiques de la génération Z, les e-commerçants se doivent donc d’adapter leur communication pour espérer séduire ce nouveau marché très exigeant. Media Consumption: 95% still watch TV, but Netflix edges out traditional cable as the preferred provider. They believe banking is a person-to-person business and demonstrate brand loyalty. What's next on their financial horizon: This generation is experiencing the highest growth in student loan debt. Cependant, il faut appréhender ces descriptions de « générations » avec prudence, car définir une homogénéité de perception, de … While this might seem counterintuitive, it can be explained by the fact that this generation has the most wealth and is looking to help their children with their student debt. Regardless of your age, you will always belong to the generation you were born into. La génération Y est connectée et utilise avec facilité les outils technologiques. Les jeunes actifs d’aujourd’hui développent rapidement des compétences que n’avaient pas autrefois les plus anciens à leur début, comme par exemple, l’analyse ou encore la capacité à innover. The younger group are financial fledglings, just flexing their buying power. Digital Natives Versus Digital Pioneers. Over 50% have not entered a bank branch in at least 3 months. Many of them grew up playing with their parents' mobile phones or tablets. La génération Z, née à partir de l’an 2000. They have a belief that you should take care of your children enough to set them on the right course and don't plan on leaving any inheritance. Here's what we think. As an example, 96% of Americans have a smartphone, but Gen Z (the youngest generation) is the highest user. This generation is extremely comfortable with mobile devices but 32% will still use a computer for purchases. Because of this financial instability, Millennials prefer access over ownership which can be seen through their preference for on-demand services. However, in the past year, the COVID-19 pandemic has become the great equalizer, as all generations have had to adapt to a new way of banking and living. This generation has begun to adopt more technology in order to stay in touch with family members and reconnect with old friends. L’individualisme; Les individus de la génération Y sont plus centrés sur eux-mêmes. They want partners that will help guide them to their big purchases. Gen Y: Gen Y, or Millennials, were born between 1981 and 1994/6. 10 years from now, the priorities of Millennials will have changed — and marketing tactics must adjust instep. They have a strong appetite for financial education and are opening savings accounts at younger ages than prior generations. Ces deux catégories représentent plus de 40% de la population française. Each generation label serves as a short-hand to reference nearly 20 years of attitude, motivations, and historic events. Whatever terminology or grouping you use, the goal is to reach people with marketing messages that are relevant to their phase of life. Generation Z refers to babies born from the mid-2000s through today, although the term isn’t yet widely used. Ils peuvent être déjà en poste ou encore étudiants. June 18, 2014. Generation Z. There are also other categories of cohorts you can use to better understand consumers outside of age that may work better for your purposes. Realistically, the name Generation Z is a placeholder for the youngest people on the planet. Cependant, elle lit beaucoup moins que la précédente et est bien plus influencée par l'image. Elle succède à la génération Y et précède la génération Alpha,,. They're currently between 56-74 years old (71.6 million in U.S.), Gen X: Gen X was born between 1965 and 1979/80 and are currently between 40-55 years old (65.2 million people in U.S.), Gen Y: Gen Y, or Millennials, were born between 1981 and 1994/6. On average, they spend 3 hours a day on their mobile device. Née entre 1978 et 1994, cette célèbre génération adopte des traits comportementaux propres à la génération X avec un twist : Elle est plus connectée et impatiente. Si vous avez du mal à garder les employés des générations Y et Z, vous n’êtes pas seul. Before we dive into each generation, remember that the exact years born are often disputed, because there are no comparably definitive thresholds by which the later generations (after Boomers) are defined. Gen Z's average net worth is difficult to report on since so much of the generation has no net worth or career. Although Baby Boomers may trail Gen X and Millennials on native technology usage, the rate at which Boomers expand their use of technology is accelerated. Depending on whom you ask, it was either sociologists, a novelist, or Billy Idol who cemented this phrase in our vocabulary. Marketing to young generations as a single cohort will not be nearly as effective as segmenting your strategy and messaging. They are looking to reduce their debt while building a stable saving plan for the future. Efficient use of platforms and channels attracts applicants, Effective nurturing and follow up increases results, Book us for lectures on Generation Y, Z & Alpha, Effective application management software, Start a dialogue with your target audience, Organise and follow up with event management software, Get more insights on how to attract and recruit the next generation, Sign up and stay updated on the latest trends of today’s youth, Read about our purpose, history and ambitions. Other Nicknames: iGeneration, Post-millennials, Homeland Generation. With more Americans outliving their retirement fund, declining pensions, and social security in jeopardy, ensuring you can successfully fund retirement is a major concern for Boomers. La génération Z fait suite à la génération Y et a également été bercée par l'ère numérique. They are currently between 24-39 years old (72.1 million in the U.S.) Gen Y.1 = 25-29 years old (around 31 million people in U.S.) Gen Y.2 = 29-39 (around 42 million people in U.S.) Gen Z: Gen Z is the newest generation to be named and were born between 1997 and 2012/15. If you want to know more about Gen Z, check out this deep dive into their media consumption and banking habits. La génération X est celle qui vient après le baby-boom aux Etats-Unis et correspond aux personnes nées entre 1965 et 1980. Research. They typically have multiple social media accounts. Digital Native : tel est le terme associé le plus souvent aux générations Y et Z pour rappeler leur naissance dans un monde marqué par la présence de linformatique. What's next on their financial horizon: Millennials are entering the workforce with high amounts of student debt. Debit cards top their priority list followed by mobile banking. La génération X, née entre 1965 et 1980. Les entreprises s’adressent à des consommateurs qui n’ont pas tous les mêmes usages et la même appréhension du digital. State of the credit union industry: 2020 pandemic edition, Consumers are still shopping for mortgages, 9 books every business leader should read this summer. Les réseaux sociaux font partie du quotidien. Comment manager et travailler avec les générations Y et Z ? Arrivée juste après la génération X (personnes nées entre 1961 et 1981), la génération Y regroupe près de 13 millions de jeunes de 23 à 39 ans. Generational cohorts are defined (loosely) by birth year, not current age. Millennials & Centennials Primer by Bank of America Merrill Lynch, today there are 2 billion millennials and 2.4 billion centennials, representing 27% … Knowing generational trends is important, as they can unveil similar attitudes and behaviors among consumers who experienced world events at the same life stage as their cohorts. la génération x, personnes nées entre 1965 et 1980, la génération y, personnes nées entre 1980 et 2000, la génération z, personnes nées à partir de l’an 2000. The contrast in priorities and needs is vast. Age in 2004: 0-9. Many pursue the popular graduate programmes. They’re useful terms for marketers and have a tendency to trickle down into common usage. The breakdown by age looks like this: Baby Boomers: Baby boomers were born between 1946 and 1964. Younger generations have often led older Americans in their adoption and use of technology, and this largely holds true today. La génération Z n’est pas qu’une « Génération Y version 2.0 ». En pratique, le site explique que les Millennials (ou Génération Y) sont nés entre 1980 et 1996, en étant élevé par des baby boomers, tandis que les Z, nés après 1997, ont été élevés par des membres de la Génération X. Cela change déjà tout entre les deux générations : l'une est née pendant le boom économique alors que l'autre est née pendant la récession. Attention cependant de ne pas tomber dans le cliché intergénérationnel habituel : « La génération Y a grandi avec internet et les ordinateurs portables » et « La génération Z a grandi avec les écrans tactiles et l’internet mobile ». While they might be the same generation, they have very different views and needs. Media Consumption: The average Gen Zer received their first mobile phone at age 10.3 years. Adieu le « control & command », bonjour « test & learn ». Lorsqu’on entame sa transformation digitale il faut toujours penser humain et faire focus sur le client. How old is each generation? Coming of Age: 2013-2020. L'agilité : c'est une réponse de cette génération à la montée de la complexité, à la perte de sens.La collaboration, une culture orientée client, une culture du changement ; ces caractéristiques se retrouvent dans les pratiques managériales des membres de la génération Y. L'agilité est propice à la créativité, à l'innovation et au développement de leur propre style. Shaping Events: The Great Recession, the technological explosion of the internet and social media, and 9/11. According to the study New Kids On The Block. They are currently between 24-39 years old (72.1 million in the U.S.), Gen Y.1 = 25-29 years old (around 31 million people in U.S.), Gen Y.2 = 29-39 (around 42 million people in U.S.), Gen Z: Gen Z is the newest generation to be named and were born between 1997 and 2012/15. Et cela même si elle n’aime pas toujours le travail qu’elle fait. The reason is simple, generations get older in groups. • L’esprit startup c’est : liberté, flexibilité, confiance et bien-être. The same logic can be applied to any generation that is in this stage of life or younger. What's next on Gen X's financial horizon: Gen X is trying to raise a family, pay off student debt, and take care of aging parents. Other Nicknames: Gen Y, Gen Me, Gen We, Echo Boomers. We’re Kasasa® — a financial and technology services company. Topics: The real frustration hits when you realize that Gen Y consumers will earn 46% of income in the U.S. by 2025.1 And unless you understand who they are and what they want, you won’t capture a dollar of their money. La génération Y regroupe les individus nés entre 1981 et 1995 présentant des traits de caractère très affirmés. La génération Y (ou Millennials) Elle est née entre le début des années 80 et le milieu des années 90. A flurry of potential labels has appeared, including Gen Tech, post-Millennials, iGeneration, and Gen Y-Fi, and Zoomers. But what can you expect from the last young graduates from Generation Y? Few individuals self-identify as Gen X, Millennial, or any other name. Media Consumption: Baby boomers are the biggest consumers of traditional media like television, radio, magazines, and newspaper. Boomers) another is increasing. The pair coined the term in 1989 when the impending turn of the millennium began to feature heavily in the cultural consciousness. Banking Habits: This generation has seen the struggle of Millennials and has adopted a more fiscally conservative approach. La vie privée : les Y et Z prônent la transparence, à l’inverse des travailleurs plus âgés. Pour eux, travail doit rimer avant tout avec plaisir et épanouissement. The average Gen Xer carries $142,000 in debt, though most of this is in their mortgage. Generation Z is broadly defined as the 72 million people born between 1996 and 2010, but Pew Research has recently defined Gen Z as anyone born after 1997. 6 min read. Génération Y et Z : un management comme en startup ? On ne […] Despite today's social diversity, generations Y and Z predominate. They are currently between 8-23 years old (nearly … They aren’t an exact science, and are constantly evolving. What's next on Gen Z's financial horizon: Learning about personal finance. Post World War II, Americans were enjoying new-found prosperity, which resulted in a "baby boom." If you’ve ever felt muddled by this "alphabet soup" of names…you’re not alone. Again, it’s important to emphasize that referring to a cohort simply by the age range gets complicated quickly. Millennials have an average net worth around $76,200, but their median net worth is only $11,100. GenXers average net worth is around $288,700, but the median is $59,800. Generation Y, often referenced to as millennials, were raised by Baby Boomers, while Generation Z has less hands-on parents from Generation X. Other Nicknames: "Latchkey" generation, MTV generation. Cette « génération du pouce », par référence à l’utilisation du smartphone, est également surnommée « digital natives ». La carrière : les baby-boomers et les X cherchent une progression hiérarchique quand les Y et Z aspirent à des changements de fonctions ou de projets. What separates Generation Y from X, and is Generation Z a thing? We believe that small banks and credit unions supply critical resources to drive the growth of businesses and families. The term “Millennial” has become the popular way to reference both segments of Gen Y (more on Y.1 and Y.2 below). Lors de l’enquête Deloitte, les jeunes générations ont déclaré utiliser davantage les transports en commun, recycler plus et consommer de manière durable. The generation following Gen X naturally became Gen Y, born 1981-1996 (give or take a few years on either end). Surnommés les « enfants du numérique », ils sont nés après 1996. Les Gen Y, aussi appelés millennials, sont nés entre 1984 et 1996. La génération Y est regroupe des personnes nées approximativement entre le milieu des années 1970 et le milieu des années 1990. The younger we are, the more dramatic each stage of life is. Elle pense en réseau et sait qu’à plusieurs on est plus fort. Cord-cutting in favor of streaming services is the popular choice. It begins with innovative banking products and includes marketing, training, compliance, research, support, and consulting. De subtiles différences commencent à apparaître. Emmanuelle Duez estime que les définitions pessimistes des cette génération traduisent une peur de la jeunesse. They are currently between 8-23 years old (nearly 68 million in U.S.). La thématique Y serait une sorte de “permission de vomir sa peur de l’avenir”. Each generation has been in the workforce for different lengths of time and accumulated varying degrees of wealth. If you think of all Millennials as college kids (18 - 22), then you are thinking of a stage in life and not a generation. Banking Habits: Boomers prefer to go into a branch to perform transactions. Millennials, X, Y, Z... Ces générations sont-elles un mythe ? On nomme génération Y l’ensemble des personnes nées entre 1980 et la fin des années 90. It is likely to morph as they leave childhood and mature into their adolescent and adult identities. So. It’s easy to see why there is so much confusion about generational cohorts. At Kasasa®, we also partner with institutions like yours, providing our relationship platform, Kasasa, as a comprehensive strategy. Furthermore, as one generation’s spending power decreases (i.e. Les 25-34 ans : les premiers Millennials (génération Y). In fact, that’s the anecdotal origin of the term Gen X — illustrating the undetermined characteristics they would come to be known by. Shaping Events: End of the cold war, the rise of personal computing, and feeling lost between the two huge generations. The environment Gen Z-ers are born into shows more economic instability in relation to Generation Y. Media Consumption: Gen X still reads newspapers, magazines, listens to the radio, and watches TV (about 165 hours' worth of TV a month). Generation Z vs Millennials (Gen Y) They want to avoid debt and appreciate accounts or services that aid in that endeavor. Les Millennials et la génération Z sont beaucoup plus critiques et exigeants envers leurs employeurs que les générations précédentes. Elles font naître de nombreuses interro… They prefer to shop product and features first and have little patience for inefficient or poor service. Zoom sur ces collaborateurs que vous croisez tous les jours dans les couloirs du bureau. La génération Z, de son côté, rassemble environ 16 millions de jeunes nés après 1994. While all Millennials were born around the turn of the century, some of them are still in early adulthood, wrestling with new careers and settling down, while the older Millennials have a home and are building a family. 1Nikitas, Stephen. But the generations don’t tell the whole story and their behaviors can be hard to lock down. Each generation grew up in evolving technological worlds and has unique preferences in regard to managing financial relationships. In that time, he or she cares about vastly different issues and is receptive to a new set of marketing messages. After all, every generation grows up. Elle est définie comme une génération née alors que le numérique était déjà bien installé dans la société. Forty percent of Generation Z said that working Wi-Fi was … Each generation is preparing and saving for different life stages; be that retirement, children's college tuition, or buying a first car. Elle définit la génération Y comme la “génération 1ère fois” : 1. la 1ère générati… “Generation Y: Why They’re Worth a Second Look.” ConsumerBankers.com. Banking Habits: Millennials have less brand loyalty than previous generations. La génération Z considère qu’elle doit entretenir un rapport d’égalité avec les marques et donc pouvoir échanger librement avec elles. Une génération Z et une génération Y de plus en plus exigeantes! They have grown up in a hyper-connected world and the smartphone is their preferred method of communication. The children born as a result were dubbed the Baby Boomers. This generational cohort still prefers to use cash, especially for purchases under $5. The preceding generation was the Baby Boomers, born 1946-1964. Baby Boomers have an average net worth of $1,066,000 and a median net worth of $224,000. can you rely on age ranges alone? E… Définition contextuelle de la génération Y; La génération Y soulève beaucoup de questions car elle ne ressemble en rien aux générations qui l’ont précédée, tant au niveau des modes de vie que dans le cadre professionnel. Born: 1995-2012. As we get older, we tend to homogenize and face similar life issues. Typologie des nouveaux consom'acteurs bio issus de la génération Y et Z (15-35 ans) demandeurs de nouveaux besoins et d'une éthique. Despite being so traditional 90% of baby boomers have a Facebook account. Ce qui vaut pour les clients et futurs clients d’une e… Javelin Research noticed that not all Millennials are currently in the same stage of life. However, they are also digitally savvy and spend roughly 7 hours a week on Facebook (the highest of any generational cohort). Shaping Events: Post-WWII optimism, the cold war, and the hippie movement. Dans son livre “Millennial Burn-out” à paraître le 15 février 2019, le journaliste Vincent Coquebert s’attaque à la notion de génération et au mythe des “millennials". Another example, a member of Generation X who turned 18 in 1998 would now be nearly 40. Très observés et étudiés, ils ont grandi avec un accès sans précédent à la technologie et apportent une vision disruptive, tant sur les modes de … But the generation that followed the Boomers didn’t have a blatant cultural identifier. Shaping Events: Smartphones, social media, never knowing a country not at war, and seeing the financial struggles of their parents (Gen X). The latter group has a credit history, may have their first mortgage and are raising toddlers. Cette génération est très différente de la génération X ou encore Y, elle a la particularité d’être née avec des nouvelles technologies déjà matures et d’avoir grandi avec un accès internet quasi-permanent. Remember; these arbitrary generational cutoff points are just that. These demands put a high strain on their resources. Millennials are out of college and that life stage is now dominated by Gen Z. It started with Generation X, people born between 1965-1980. Consider the difference between someone in elementary school and high school. The term “Millennial” is widely credited to Neil Howe, along with William Strauss. Copyright ©2020 Kasasa, LTD. All rights reserved. Elle propose de prendre de la hauteur et du recul sur une génération symptomatique d’un changement du monde. Not only are the two groups culturally different, but they’re in vastly different phases of their financial life. This may signal the end of ‘alphabet soup’ (it does coincide with the literal end of the alphabet, after all). Together we can show the next generation of banking customers an experience the mega-banks will never match. A common source of confusion when labeling generations is their age. Each generation grew up in different financial climates, which has informed their financial attitudes and opinions of institutions. You can imagine how having a child might change your interests and priorities, so for marketing purposes, it's useful to split this generation into Gen Y.1 and Gen Y.2. Les générations Y et Z s’attaquent à leurs préoccupations en prenant des mesures socialement responsables pour protéger la planète et mettre en lumière les problèmes de société. This is delaying major purchases like weddings and homes. But, this should give you a general range to help identify what generation you belong in. Pour mieux comprendre le fonctionnement de chacune de ces générations (X, Y, Z) il est nécessaire d’y mettre en parallèle les évolutions technologiques. • Les nouvelles générations ne se managent plus comme les anciennes. La génération Y concerne les individus nés entre 1980 et 1995. Are they really that different? La génération Y, née entre 1980 et 2000. Current Population: … Et bien évidemment, les entreprises ont besoin de ces compétences. The last members of an entire generation are preparing to enter the job market. In fact, Boomers are now far more likely to own a smartphone than they were in 2011 (68% now vs. 25% then). Les Baby-boomers, nés entre 1946 et 1965. Boomers, Gen X, Gen Y, and Gen Z Explained. They seek digital tools to help manage their debt and see their banks as transactional as opposed to relational. L’équilibre vie privée / vie professionnelle Nobody knows your community’s needs the way you do.