1

THE ABC OF XYZ

Cristina Ungureanu

Communications Planner, Geometry Global

2

GENERATION X

- born in the early 1960s to the early 1980s -

3

GENERATION X

First to grow up having a TV

First raised by working mothers

Youth- under many restrictions

Few alternatives for the future

Had very little access to information

Limited opportunities to travel abroad

Used to having a great stability

Highest appreciation of freedom

4

GENERATION X

KEY FEATURES

Stability

Centered around family and

home

Tradition-oriented

Optimistic

Solid career

ASPIRATIONS

Acknowledged efforts

Maintain their lifestyle in the future

Prove they’ve succeeded

Work / personal life balance

FEARS

The future of their children

Unemployment

Growing healthcare costs

See their children emigrate

5

GENERATION X

Dove Real Beauty Sketches

Campaign addressing women who are part of generation X

6

GENERATION X KEY WORDS

7

GENERATION Y

- born in the early 1980s to 1995/2000 -

8

GENERATION Y

Largest generation on earth (approx. 2 billion people)

First global generation

First generation to grow up having a computer

At the borderline between the digital and the pre-digital world

Had to learn the transition from offline to online on their own.

9

GENERATION Y

Unlike their parents, Romanian Gen Yers have the

freedom to express themselves and to do everything

the way they want to.

- they grew up having free access to information from all over

the world

- the paradox of choice: what to study and where, where to

live, whether to get married or not –> pressure

10

The slash generation: no longer simply defined by their job

title or work responsibilities.

Big idols = common people who realize small, possible

dreams.

Their life is getting more stressful (finances, cost of living,

highly competitive job market).

Marriage is still valued, but not essential anymore.

Single parenthood is becoming a popular alternative.

GENERATION Y

11

GENERATION Y

KEY FEATURES

Economic turmoil

Entrepreneurial-minded

Multi-taskers

Postpone family responsibilities

Instant gratification

ASPIRATIONS

Fulfilled passions

Prove themselves

See the world

Make their voice heard

Non-isolation

FEARS

Unemployment

Missed opportunities

Making the wrong choice

No personal life

Bank debt

12

GENERATION Y

Brands trying to start a conversation with Millennials

Unemployee of The Year From the Future Passion Works

13

GENERATION Y KEY WORDS

14

GENERATION Z

- Everyone born in the late 90s -

15

GENERATION Z

First generation to grow up having

smartphones and tablets

First generation able to use technology

before they can even talk

Content creators since very early ages

By 2020, they will be the largest group of

consumers worldwide.

In Romania: opposite situation (large

aging population + decreasing birth-rate)

16

GENERATION Z

KEY FEATURES

Connected since birth

Constant state of partial attention

Happier with access than ownership

The most critical shopper

ASPIRATIONS

Social Good

Community organisation

Promoting change

Entrepreneurship

FEARS

Climate change

Solitary pursuits

Online identity theft

Bankruptcy

17

GENERATION Z

Campaign targeting Generation Z

Uniqlo HEATTECH

18

GENERATION Z KEY WORDS

19

X-Y-Z DIFFERENCES IN A NUTSHELL

X Y Z

Buying music online

Making a “haul” video

Calling the bank

Adapted

Alien

Authentic

Authentic

Adapted

Adapted

Alien

Authentic

Alien

20

IN CASE OF A SERIOUS EARTHQUAKE…

Generation X would try to save the children and important

documents (house papers, ID, bank certificates).

Generation Y would post on Facebook / upload a photo of

cracked walls on Instagram and count the likes & shares.

Generation Z would ask on ask.fm what to do in case of

an earthquake.

Generation Xer giving advice

21

http://online.wsj.com/news/articles/SB10001424127887324807704579085084130007974

http://www.bbc.co.uk/news/magazine-24173194

http://online.wsj.com/news/articles/SB10001424127887324807704579085084130007974

http://anxietyindex.com/2013/10/absolut-johnnie-walker-aim-to-inspire-generation-go/

www.fitch.com

Photo credits: www.niice.co; muzeuldefotografie.ro; behance.net

REFERENCES

THANK YOU!