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THE ABC OF XYZ
Communications Planner, Geometry Global
- born in the early 1960s to the early 1980s -
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
Centered around family and
Maintain their lifestyle in the future
Prove they’ve succeeded
Work / personal life balance
The future of their children
Growing healthcare costs
See their children emigrate
Dove Real Beauty Sketches
Campaign addressing women who are part of generation X
- born in the early 1980s to 1995/2000 -
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.
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 paradox of choice: what to study and where, where to
live, whether to get married or not –> pressure
The slash generation: no longer simply defined by their job
title or work responsibilities.
Big idols = common people who realize small, possible
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.
Postpone family responsibilities
See the world
Make their voice heard
Making the wrong choice
No personal life
Brands trying to start a conversation with Millennials
Unemployee of The Year From the Future Passion Works
- Everyone born in the late 90s -
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
In Romania: opposite situation (large
aging population + decreasing birth-rate)
Connected since birth
Constant state of partial attention
Happier with access than ownership
The most critical shopper
Online identity theft
Campaign targeting Generation Z
X-Y-Z DIFFERENCES IN A NUTSHELL
X Y Z
Buying music online
Making a “haul” video
Calling the bank
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
Generation Xer giving advice