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Comparisons Among the Generations
Q&A: The Generations in Brazil
Hi Tammy!
I read an article on the magazine HSM Management here in Brazil where I could read also an interview you gave about Generation Y and the generation conflits in the companies nowadays.
Then I’d like you to answer one of my questions: are the situation and the results the same for this age group in emerging countries, like in Brazil? Because here these young people started working before, when they were 17 years old usually, so could this fact influence anyway?
Thanks for your attention!
Thaís
Dear Thais,
Because the generations are shaped by the events that occurred during their formative years (roughly ages 11 - 14+), they vary significantly from country to country around the world.
A summary of my research on Brazil is included, below. I hope you find it helpful.
Warmly,
Tammy
Brazil
The four generations in Brazil’s workforce today developed under conditions spanning from the Vargas dictatorship of the 1940’s, through the military coup of the 1960’s, to today’s democratic government. Under these varying political environments, young people’s early experiences with authority and views of institutions were significantly different, as were the economic opportunities they were able to pursue. They developed different attitudes toward risk, varying investment horizons, and a range of expectations toward the workplace.
During the Traditionalist’s formative years in the 1940’s and 1950’s, Vargas’ rule nationalized natural resources, created the country’s first industrialization plan, and saw the growth of small local industry. However, after his death in 1956, a rapid influx of foreign investment and capital rapidly shrank domestic industry. This generation grew up accustomed to a dominant authority, with modest expectations. Members had limited expertise or confidence in how to build a business; most were more comfortable being part of the multinational enterprises that dominated the economy after Vargas’ rule.
The economy struggled during the 1960’s and 1970’s, marked by hyperinflation. A right-wing military coup d’état expanded the executive branch’s powers, giving the leaders unchecked authority over the country’s direction and radicalizing a generation of left-wing student groups in opposition. This generation of Boomers developed idealism for a better future and an anti-authoritarian point of view, although most were cautious about expressing their true feelings. Worried about the economy and in constant fear of hyperinflation, this generation developed a short-term orientation and became excessive consumers.
The economy continued to struggle in the late 1970’s and 1980’s, resulting in strikes for higher wages. Opposition to authority became more vocal and widespread. Civilians protested to end the military government rule and demand a direct vote. In 1989, the first democratically elected president in 29 years brought free trade and privatization, although the transition was fiscally arduous. This difficult path left members of Generation X risk-adverse, with a strong sense of self-reliance and a strong commitment to their families.
From the mid-1990’s forward, Brazil’s economy has stabilized and grown. Brazil has emerged as a major player on the world stage with strengthening international relations, although charges of corruption have tainted the local government. Generation Y’s developed with excitement about participating in the global economy and proud of Brazil’s emerging international status. Although disdainful of politics, this generation is optimistic and immediate, with a desire to make things better and gain success now. Like other Gen Y’s around the world, they grew up as “digital natives,” highly comfortable with today’s technology.
Related Reading:
Filed under: Comparisons Among the Generations | Published: 01/15/11
Q&A: The Generations in Eastern Europe
I have some associates on a team that are from a few Eastern European countries. They don’t feel like they fit the “American definition” of the generations. Do you have any information on the generations of other countries?
Thanks,
Lisa
Hi Lisa,
I don’t think that the characterization of generations in the U.S. extends around the world. Generations are shaped by the events that happened during an individual’s formative years (roughly ages 11-14+). The events that were occuring in Eastern Europe over the last half century were very different from the events in the United States during this same period.
I haven’t studied most of the Eastern European countries in detail, however, I’ve included (below) a short piece on the generations in Russia that illustrates some of the differences. I hope this helps.
Warmly,
Tammy
Russia
As World War II came to an end, Russia was part of the Union of Soviet Socialist Republics (USSR), a strict socialist society under Stalin. Conditions in the 1940s and early 1950s were extremely difficult: starvation, forced labor and ethnic persecution. The generation shaped during these years was fatalistic, enduring, and hard-working. They developed a practical attitude and became savvy about affiliating with the “right” people, always cognizant of the dominant authority of the Communist Party. After Stalin death, Khrushchev assumed power and liberalized some policies.
“Khrushchev’s Thaw” continued into the 1960s, easing life slightly. Within the country, opportunities became available for the best and brightest. The generation shaped during the 1960s and 1970s developed a strong sense of competition—the system selected who would advance educationally and politically. They saw the escalation of the Cold War, including the Cuban Missile Crisis, Brezhnev’s investments to build the country’s military-industrial complex, and the Soviet invasion of Afghanistan. Soviet Yuri Gagarin became the first man in space. This generation developed a sense of patriotism and pride at USSR’s leadership role on the world stage. The lingering scars from the trauma of the war made many women possessive mothers.
In the late 1970s, 1980s and early 1990s, President Gorbachev brought political openness and economic reforms – glasnost and perestroika – to the country. Western relations improved, the Afghanistan occupation ended. In late 1991, Gorbachev dissolved the USSR and established the Commonwealth of Independent States. Yeltsin becomes president of newly formed Russian Republic and instituted a dramatic set of free market reforms. The generation shaped during these years is independent and self-reliant, often with a sense of hyper-responsibility for caring for their parents, still struggling with the psychological aftermath of the war. This generation tends to be entrepreneurial, willing to assume risk, and eager to generate wealth quickly in the rapidly-changing economy. This is a pragmatic generation, short-term oriented and able to deal with chaotic conditions.
The events of the mid-1990s through the late 2000s were marked by a significant economic downturn through the 1990s, followed by a rapid boom in the early 2000s, creating an uneven distribution of wealth. The generation shaped during these years is optimistic for the future, sees opportunity in the more open economy, and is hard-working and willing to sacrifice work-life balance for career advancement. During these years, Prime Minister Putin centralized power in Moscow, took a hard-line stance against Chechnya’s desire for independence, and sent tanks to support Georgian-attacked separatist regions and severs diplomatic ties with Georgia. The violence, including the Beslan school massacre, left this generation feeling a sense of immediacy like many of its contemporaries around the globe.
Related Reading:
Filed under: Comparisons Among the Generations | Published: 01/15/11
Q&A: The Implications of Widely Available Information on the Generations
I enjoyed your session.
If you take your age groups and run a line down the middle. This line is “We now know the price of everything via the internet.” We know what everyone’s house cost—car, boat and everything they own is. We can also figure out about how much every one makes.
So now your example you have a promotion with relocation is skewed. I will look up and see exactly what it costs to live there during my thought process. I will also be able to study the community and know every thing about the area in minutes. I think the knowledge of the price of what everything is affecting the economy in a new way. If someone is laid off they will not relocate so quickly to an area that is doing better.
Before the internet we would go for it with confidence and make the best of it. Now we will hesitate and might not risk as much with this new information we have. I am just wondering if you think this knowledge is changing us.
Thanks
Mark
Hi Mark—
Yes, I think you are absolutely right. There’s no doubt that access to widely-available information is changing behavior. One of the key traits I list for members of Generation X is “information savvy.” By this I mean that members of this generation are far less likely to take the word of someone in authority on any topic—they will double-check it through their own channels. This applies to the cost of relocation, as you suggest, and to many other activities in the workplace, including the best way to approach a particular task, the most reputable data, and so on.
Thanks for your comment.
Warmly,
Tammy
Filed under: Comparisons Among the Generations | Published: 01/15/11
Q&A: Gen X in Latin America
I belong to an international group within my business unit. I frequently interface with peers in Mexico and Latin America. It seems some of the gen. X folks, mimic the American baby-boomers (despite the uncertainty and corruption in their governments). There seems to be implicit respect in certain institutions (church, gov’t). However, I am not to clear of their family values as it relates to their children’s success or their approach in to the workplace. Any insights would be appreciated relative to this region of the world?
Vince
Hi Vince,
I do think that X’ers in many Latin American countries share some characteristics with U.S. Boomers—particularly the anti-authoritarian views which, as you pointed out, stemmed from the corruption evident in many governments during their formative years. I don’t find that they have respect for government. I do find that they tend to have deep family values.
Here’s a summary I recently wrote on Gen X in Brazil:
The economy continued to struggle in the late 1970’s and 1980’s, resulting in strikes for higher wages. Opposition to authority became more vocal and widespread. Civilians protested to end the military government rule and demand a direct vote. In 1989, the first democratically elected president in 29 years brought free trade and privatization, although the transition was fiscally arduous. This difficult path left members of Generation X risk-adverse, with a strong sense of self-reliance and a strong commitment to their families.
I hope this helps. Best wishes for continued success in your collaboration with peers throughout Latin America.
Warmly,
Tammy
Filed under: Comparisons Among the Generations | Published: 01/15/11
Q&A: Attracting Different Generations to Social Organizations
How are social organization, (Example Lions Club, Masons, Churches, Knight of Columbus, etc), attracting and keeping boomers, Xers, and Gen Y? What would be a good source to obtain additional information, on this subject?
Gregory
Hi Gregory—
That’s a really interesting question. I’ve found that the key is to match programming of the social organizations to the key values of the generation.
Here’s an example. I was on the Board of an arts organization a number of years ago. Initially, our target donors were Traditionalists—a group that deeply values joining organizations, membership, and belonging. The fund-raising emphasized that donations of different amounts would allow you to become a “member” of different “clubs”—the Silver Club, Gold Club, etc. Each Club came with increasing levels of prestigious amenities. As our target donor based shifted, and we began to focus more on Boomers, it became necessary to change the approach. Boomers place little value on joining institutions, but they are idealistic. We developed an approach in which different levels of donations were expressed in terms of the benefits each one would provide to others (donations of a certain amount would help x number of children experience this art form, etc.). It was a very effective campaign, because it touched a core value for this generation. I’m no longer on the Board of this organization, but I’d suggest that campaigns directed to X’ers might emphasize choice, control, and options (in other words, provide a menu of ways in which the donation could be used and allow the donor some control over the choice).
I haven’t seen other work in this area, but I hope this gives you some useful ideas.
Warmly,
Tammy
Filed under: Comparisons Among the Generations | Published: 01/15/11
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