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 … Younger generations have often led older Americans in their adoption and use of technology, and this largely holds true today. 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. June 18, 2014. The generation following Gen X naturally became Gen Y, born 1981-1996 (give or take a few years on either end). La génération Z considère qu’elle doit entretenir un rapport d’égalité avec les marques et donc pouvoir échanger librement avec elles. On nomme génération Y l’ensemble des personnes nées entre 1980 et la fin des années 90. These demands put a high strain on their resources. Boomers, Gen X, Gen Y, and Gen Z Explained. 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. Despite today's social diversity, generations Y and Z predominate. However, they are also digitally savvy and spend roughly 7 hours a week on Facebook (the highest of any generational cohort). Many of them grew up playing with their parents' mobile phones or tablets. While they might be the same generation, they have very different views and needs. 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. If you want to know more about Gen Z, check out this deep dive into their media consumption and banking habits. How old is each generation? Generation Z refers to babies born from the mid-2000s through today, although the term isn’t yet widely used. Typologie des nouveaux consom'acteurs bio issus de la génération Y et Z (15-35 ans) demandeurs de nouveaux besoins et d'une éthique. They have a strong appetite for financial education and are opening savings accounts at younger ages than prior generations. Other Nicknames: iGeneration, Post-millennials, Homeland Generation. This alone impacts their values, which are often reflections of how they were raised. La génération Z, née à partir de l’an 2000. Millennials are out of college and that life stage is now dominated by Gen Z. They are looking to reduce their debt while building a stable saving plan for the future. Again, it’s important to emphasize that referring to a cohort simply by the age range gets complicated quickly. 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. Nobody knows your community’s needs the way you do. The term “Millennial” is widely credited to Neil Howe, along with William Strauss. Copyright ©2020 Kasasa, LTD. All rights reserved. Et cela même si elle n’aime pas toujours le travail qu’elle fait. 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. In fact, that’s the anecdotal origin of the term Gen X — illustrating the undetermined characteristics they would come to be known by. But what can you expect from the last young graduates from Generation Y? Generation Y, often referenced to as millennials, were raised by Baby Boomers, while Generation Z has less hands-on parents from Generation X. Elle pense en réseau et sait qu’à plusieurs on est plus fort. Elle succède à la génération Y et précède la génération Alpha,,. Each generation grew up in evolving technological worlds and has unique preferences in regard to managing financial relationships. Because of this, Millennials place their trust in brands with superior product history such as Apple and Google. It begins with innovative banking products and includes marketing, training, compliance, research, support, and consulting. They typically have multiple social media accounts. Gen Z's average net worth is difficult to report on since so much of the generation has no net worth or career. 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". • L’esprit startup c’est : liberté, flexibilité, confiance et bien-être. What's next on their financial horizon: Millennials are entering the workforce with high amounts of student debt. 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. Lorsqu’on entame sa transformation digitale il faut toujours penser humain et faire focus sur le client. 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. It is likely to morph as they leave childhood and mature into their adolescent and adult identities. Cependant, il faut appréhender ces descriptions de « générations » avec prudence, car définir une homogénéité de perception, de … Cependant, elle lit beaucoup moins que la précédente et est bien plus influencée par l'image. 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. The preceding generation was the Baby Boomers, born 1946-1964. 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. Les réseaux sociaux font partie du quotidien. Shaping Events: Smartphones, social media, never knowing a country not at war, and seeing the financial struggles of their parents (Gen X). Consider the difference between someone in elementary school and high school. Current Population: … The children born as a result were dubbed the Baby Boomers. 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. Agés de 21 ans pour les plus jeunes, ils ne sont, pour la plupart, pas encore entrés dans le monde professionnel. But the generation that followed the Boomers didn’t have a blatant cultural identifier. The younger group are financial fledglings, just flexing their buying power. Coming of Age: 2013-2020. This generation has begun to adopt more technology in order to stay in touch with family members and reconnect with old friends. State of the credit union industry: 2020 pandemic edition, Consumers are still shopping for mortgages, 9 books every business leader should read this summer. It started with Generation X, people born between 1965-1980. This is delaying major purchases like weddings and homes. Les Millennials et la génération Z sont beaucoup plus critiques et exigeants envers leurs employeurs que les générations précédentes. 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. 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. L’individualisme; Les individus de la génération Y sont plus centrés sur eux-mêmes. 6 min read. 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 ». Furthermore, as one generation’s spending power decreases (i.e. On ne […] What separates Generation Y from X, and is Generation Z a thing? Another example, a member of Generation X who turned 18 in 1998 would now be nearly 40. Marketing to young generations as a single cohort will not be nearly as effective as segmenting your strategy and messaging. Banking Habits: This generation has seen the struggle of Millennials and has adopted a more fiscally conservative approach. 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. Depending on whom you ask, it was either sociologists, a novelist, or Billy Idol who cemented this phrase in our vocabulary. They seek digital tools to help manage their debt and see their banks as transactional as opposed to relational. Born: 1995-2012. They’re useful terms for marketers and have a tendency to trickle down into common usage. Surnommés les « enfants du numérique », ils sont nés après 1996. Et bien évidemment, les entreprises ont besoin de ces compétences. What's next on their financial horizon: This generation is experiencing the highest growth in student loan debt. La génération Y est connectée et utilise avec facilité les outils technologiques. Topics: So. La génération Y (ou Millennials) Elle est née entre le début des années 80 et le milieu des années 90. La génération Y, née entre 1980 et 2000. They want partners that will help guide them to their big purchases. As an example, 96% of Americans have a smartphone, but Gen Z (the youngest generation) is the highest user. Une génération Z et une génération Y de plus en plus exigeantes! What's next on Gen Z's financial horizon: Learning about personal finance. Les entreprises s’adressent à des consommateurs qui n’ont pas tous les mêmes usages et la même appréhension du digital. 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. They aren’t an exact science, and are constantly evolving. In that time, he or she cares about vastly different issues and is receptive to a new set of marketing messages. According to the study New Kids On The Block. But the generations don’t tell the whole story and their behaviors can be hard to lock down. Emmanuelle Duez estime que les définitions pessimistes des cette génération traduisent une peur de la jeunesse. La génération Z n’est pas qu’une « Génération Y version 2.0 ». 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. Are they really that different? Boomers) another is increasing. The breakdown by age looks like this: Baby Boomers: Baby boomers were born between 1946 and 1964. La génération Z fait suite à la génération Y et a également été bercée par l'ère numérique. 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. Les entreprises et les RH doivent être capables d’intégrer ces 2 … 10 years from now, the priorities of Millennials will have changed — and marketing tactics must adjust instep. Pour eux, travail doit rimer avant tout avec plaisir et épanouissement. Si vous avez du mal à garder les employés des générations Y et Z, vous n’êtes pas seul. Each generation grew up in different financial climates, which has informed their financial attitudes and opinions of institutions. They prefer to shop product and features first and have little patience for inefficient or poor service. From there on it was all down-alphabet. This generation is extremely comfortable with mobile devices but 32% will still use a computer for purchases. Other Nicknames: Gen Y, Gen Me, Gen We, Echo Boomers. The younger we are, the more dramatic each stage of life is. They want to avoid debt and appreciate accounts or services that aid in that endeavor. Zoom sur ces collaborateurs que vous croisez tous les jours dans les couloirs du bureau. La génération Y regroupe l'ensemble des personnes nées entre le début des années 1980 et la fin des années 1990. Forty percent of Generation Z said that working Wi-Fi was … Remember; these arbitrary generational cutoff points are just that. 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. The term “Millennial” has become the popular way to reference both segments of Gen Y (more on Y.1 and Y.2 below). They believe banking is a person-to-person business and demonstrate brand loyalty. Javelin Research noticed that not all Millennials are currently in the same stage of life. But, this should give you a general range to help identify what generation you belong in. They are currently between 8-23 years old (nearly 68 million in U.S.). Digital Natives Versus Digital Pioneers. Elle propose de prendre de la hauteur et du recul sur une génération symptomatique d’un changement du monde. The contrast in priorities and needs is vast. As we get older, we tend to homogenize and face similar life issues. Les Baby-boomers, nés entre 1946 et 1965. There are also other categories of cohorts you can use to better understand consumers outside of age that may work better for your purposes. La génération X, née entre 1965 et 1980. La génération X est celle qui vient après le baby-boom aux Etats-Unis et correspond aux personnes nées entre 1965 et 1980. Media Consumption: Baby boomers are the biggest consumers of traditional media like television, radio, magazines, and newspaper. GenXers average net worth is around $288,700, but the median is $59,800. 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. La génération Y regroupe les individus nés entre 1981 et 1995 présentant des traits de caractère très affirmés. Banking Habits: Millennials have less brand loyalty than previous generations. Cette « génération du pouce », par référence à l’utilisation du smartphone, est également surnommée « digital natives ». On average, they spend 3 hours a day on their mobile device. It’s easy to see why there is so much confusion about generational cohorts. E… Les 18 – 24 ans : les Millennials 2.0 (génération Z). Generation Z. Shaping Events: Post-WWII optimism, the cold war, and the hippie movement. The last members of an entire generation are preparing to enter the job market. Cord-cutting in favor of streaming services is the popular choice. 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. 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. 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. Other Nicknames: "Latchkey" generation, MTV generation. Regardless of your age, you will always belong to the generation you were born into. Ils peuvent être déjà en poste ou encore étudiants. Gen Y: Gen Y, or Millennials, were born between 1981 and 1994/6. Together we can show the next generation of banking customers an experience the mega-banks will never match. 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. Many pursue the popular graduate programmes. Research. Whatever terminology or grouping you use, the goal is to reach people with marketing messages that are relevant to their phase of life. Media Consumption: Gen X still reads newspapers, magazines, listens to the radio, and watches TV (about 165 hours' worth of TV a month). Banking Habits: Boomers prefer to go into a branch to perform transactions. Elle définit la génération Y comme la “génération 1ère fois” : 1. la 1ère générati… Media Consumption: The average Gen Zer received their first mobile phone at age 10.3 years. La génération Z, de son côté, rassemble environ 16 millions de jeunes nés après 1994. Fini la vieille école, place à l’esprit startup ! Génération Y et Z : un management comme en startup ? Each generation label serves as a short-hand to reference nearly 20 years of attitude, motivations, and historic events. Shaping Events: End of the cold war, the rise of personal computing, and feeling lost between the two huge generations. 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. La vie privée : les Y et Z prônent la transparence, à l’inverse des travailleurs plus âgés. Not only are the two groups culturally different, but they’re in vastly different phases of their financial life. Each generation has been in the workforce for different lengths of time and accumulated varying degrees of wealth. Age in 2004: 0-9. La génération Y concerne les individus nés entre 1980 et 1995. This generational cohort still prefers to use cash, especially for purchases under $5. 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. The same logic can be applied to any generation that is in this stage of life or younger. 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. Adieu le « control & command », bonjour « test & learn ». They are currently between 8-23 years old (nearly … The environment Gen Z-ers are born into shows more economic instability in relation to Generation Y. A common source of confusion when labeling generations is their age. Over 50% have not entered a bank branch in at least 3 months. Each generation is preparing and saving for different life stages; be that retirement, children's college tuition, or buying a first car. Ces deux catégories représentent plus de 40% de la population française. 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. And it doesn’t hurt to understand these age groups since marketing tools and audience segmentations generally include age as a factor. Debit cards top their priority list followed by mobile banking. The reason is simple, generations get older in groups. Comment manager et travailler avec les générations Y et Z ? Generational cohorts are defined (loosely) by birth year, not current age. Because of this financial instability, Millennials prefer access over ownership which can be seen through their preference for on-demand services. We believe that small banks and credit unions supply critical resources to drive the growth of businesses and families. Generation Z vs Millennials (Gen Y) We’re Kasasa® — a financial and technology services company. Post World War II, Americans were enjoying new-found prosperity, which resulted in a "baby boom." 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. Lors de l’enquête Deloitte, les jeunes générations ont déclaré utiliser davantage les transports en commun, recycler plus et consommer de manière durable. If you think of all Millennials as college kids (18 - 22), then you are thinking of a stage in life and not a generation. Millennials & Centennials Primer by Bank of America Merrill Lynch, today there are 2 billion millennials and 2.4 billion centennials, representing 27% …