How Generations Think: Research on Generation Z Cover Image

How Generations Think: Research on Generation Z
How Generations Think: Research on Generation Z

Author(s): Mária Törőcsik, Dániel Kehl, Krisztián Szűcs
Subject(s): Social Sciences, Communication studies
Published by: Scientia
Keywords: generations; generation values; youth; lifestyle; consumer behaviour;

Summary/Abstract: The relationship between current generations and the ones that grow up has always been ambivalent. There are a lot of motivations behind the criticism such as threats, envy or simply pride in the fantastic achievements of a generation, but lack of knowledge might be an explanation as well. The environment including the scientific-technical conditions and cultural-economic relations which surrounds the generations is changing significantly; thus, the socialization of new generations takes place under these altered circumstances, which means that they are not the same as the former young generations. Acceptance of new values and understanding of new behavioural patterns are difficult for parents, teachers and also for decision-makers. In this article, a generational approach is applied to analyse today’s emerging young generation The study presents the results of the research conducted with questionnaires and it highlights the characteristics and lifestyle groups of today’s 15–24-year-old young people in Hungary, who are members of either Generation Z or the late Generation Y. This topic appears in the research of several academic fields, while the conclusion of the research can not only support the development of the theory but the practical decisions as well.

  • Issue Year: 2014
  • Issue No: 1
  • Page Range: 23-45
  • Page Count: 23
  • Language: English