Study of Gen Y & Z

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  • Topic: Generation Y, Generation Z, Strauss and Howe
  • Pages : 9 (3109 words )
  • Download(s) : 72
  • Published : December 4, 2012
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Project Question
Study Gen Y and Z as a culture on the whole. Using theories that you have studied this semester explore and study the generation. Discuss their culture, their passion, their likes and dislikes. Include your observation on Cross Cultural issues that are related to it and how this affects the field of Advertising and Marketing Communications (with them as your target audience). Discuss also the effects of Globalization and the effects it has on the generation. Pay particular interest to the areas of MarCom and what the future could be like.

Table of Content
1. Project Question……………………….………………..…………………………………pg.1 2. Table of Content……………………………….…………………..………………………pg.2 3. Introduction………………………………………………………..………………………..pg.3 4. Gen Y – 1980(Millennial Generation)………………..…………….…………….pg.3 5. Traits of Gen Y……………………………………………………………………….pg.3-pg.4 6. Influences of Gen Y………………………………………………………………………..pg.4 7. Ethics value of Gen Y……………………………………………………………………..pg.5 8. Hofstede’s Dimensions of Culture ………………………………………...pg.5-pg.6 9. Gen Z – After 1995(Internet Generation)……………………………………….pg.7 10. Traits of Gen Z……………………………………………………………………....pg.7-pg.8 11. Influences of Gen Z………………………………………………………………………..pg.8 12. Ethic Values of Gen Z……………………………………………………………………..pg.8 13. Communications to Gen Y and Gen Z……………………………………………..pg.9 14. Culture from Gen Y (Game Culture)………………………….………..pg.10-pg.11 15. Globalization and Effects………………………………….…………..…..pg.11-pg.12 16. Future Marketing…………………………………………………………………………pg.13 17. Future of Gen Y and Gen Z…………………………………………………………..pg.13

Introduction
Our modern society is mainly dominating by Gen Z and Gen Y. They are the most important group of people that play as the foundation in the society. They are the trendsetter that leads and influence the society. In this report, I will explain aspects about these two generations and their influences to the marketing field.

Gen Y - 1980 (Millennial Generation)
Gen Y is a group of people that were born between 1980 to 1995. They can be called as Millennial Generation because they are the group that are very important to the society when steps into the millennium. They are mostly descendants of Gen X.

Traits of Gen Y
Gen Y are very tech savvy. They desire for advance technology products for themselves. They always use technology gadgets to contact other Gen Y. For example like I like to use whatsapp and Facebook messaging to inform my friend something because it is cheap and more convenient. Gen Y's life surrounded by technology and they can't get rid of it. They are multitaskers too. They like to do multiple task in one shot because they have adapted to it and it is the trend of the modern society. For example, they like to operate different kind of gadgets or apps in one time. Maybe they will download music from internet while watching television. Gen Y is attention craving people. They seek for appraises and attention from other people. They will easily got motivated when him or herself got attention by the others. Nowadays they are willing to do a lot of stuff to seek attention and for instance, young hip hop dancers in the dancing competition show off their dance skills to become famous. They are family centric people that believe family is more important than anything. They rather spend their time with family then spend time on works. For instance, nowadays Gen Y works a lot of job with flexible working time and stay home often. Achievements are important for them. They are more competitive when their competitor is a Gen Y. They are ambitious and full of creativity. They have the motive to do something big in their respective industry.

Influences of Gen Y
Peer:
Family and friends influences, especially influences from friends are mostly the main influences to the Gen Y. They usually listen to their peers before they do something. For example, Gen Y will always ask their friend's...
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