ECOPSI experts have refuted the idea of "unique generational values"

The idea of "unique generational values" is based on the illusion of differences between zoomers, millennials and representatives of generation X. The difference between young employees and older ones is not related to "generational" characteristics, but to a specific age stage that a person is going through. This is stated in a study by ECOPSI, which was reviewed by Izvestia.

According to the so-called "generation theory," the X-men born between 1965 and 1980 remember the world before the Internet and value stability. Millennials who follow them prioritize freedom and personal development, while noughties-born zoomers who grew up in a world of digital freedom and smartphones choose flexibility and self-expression.

The experts analyzed the responses of more than 1 million workers in various industries who participated in the All—Russian engagement monitoring over the past 14 years, and concluded that the "theory of generations" is nothing more than a set of stereotypes, and age-related changes are the same in every era.

So, employees aged 20 to 35 in 2015, 2020 and 2024 identified the same key factors for work: the opportunity to realize their abilities; the coincidence of personal values with company values; understanding how the result of personal work affects overall performance.

The study showed that with age, the key need becomes the real benefits that an employee's work brings to other people. As they gain experience, people face new challenges, rethink their views, and gradually come to the values typical of more mature colleagues.

At the same time, experts have found out that people's values change along with external circumstances. Trends identified among respondents of all ages showed that in the period from 2021 to 2024, Russians had increased expectations for pay, working conditions and work-life balance, as well as a willingness to work harder for a high income.

In 2011-2015, employees prioritized corporate training, but since 2016, its importance has declined sharply. One of the reasons could be the development of online platforms, which allowed people to study independently of their employer.

On November 25, Izvestia got acquainted with a study by Rosselkhoznadzor, which studied the buying behavior of Russians during Black Friday and revealed noticeable differences between generations: the older generation treats sales with distrust and prefers offline, while the younger ones are actively preparing for discounts and making a choice in favor of online purchases. It was clarified that among respondents over the age of 55, almost half consider Black Friday to be a marketing ploy and prefer to avoid promotions. At the same time, 34% are ready to follow the offers without plans to buy, while only 15% choose products on sale days. Only 2% of boomers made a shopping list in advance.

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