You have to know how generations think, work, which to be lead, and not least what kind of potential these new generations represent on the labour market in the form of innovation and rethinking.

There is nothing new in young people being demanding. But there’s no doubt that they are young, and that they know they are desired both as employees and as customers.

Being a leader has never been more challenging than it is today. The complexity is huge in every way. The difference between the wishes and the requirements for the working place of individual generations is still increasing, and a young person simply won’t accept having to fit into the organizational frames ruling most companies.

Definition of generations versus types of persons:

1946-1964 , Baby Boomer (BB), ’68’ies’

● Looked up to the USA

● Have the feeling that everything is possible

● Post-war generation

● Spoiled

● Self-assured and demanding

● Possess the most powerful positions in the business world and will remain here till they die

● Demanded reforms changed then they were students

● In family life they were creative and looked for fellowship in new cohabitations - commune

● BB do not get along very well with X, as they are prissy, serious, and rigid, but they like Y, as

they share the joy of life

1965-1979, Generation X, the contrary of BB

● Contribute and work hard

● Believe in marriage and nuclear family

● Thrive on safety – financial security

● Family people living in areas with people who remind them of themselves

● Get off on authority and courage

● Become parents at a late age - ’curling parents’

● The children are involved and listened to

● Would like to make a carrier, but are frustrated and wait behind the scenes = the bitter


● Waiting for BB to retire

1977-1987, Generation K, Generation ’FUCK YOU’

● The climate generation

● Loyalty and commitment to social problems

● They do not trust enterprises and primarily consider them to be without moral

● There has to be a ’WHY’ in your company

1980-1994, Generation Y, ’WHY’

● Controlled by ‘why’?

● Demanding, spoiled generation

● Love drama and staging

● Blog and stage

● Open to change

● Lively and querious and want to create something

● Friends mean more than family

● Require personal projects and have to see the point of enduring the hardship, otherwise they


● They are driven by the job they can create more than the job itself

1995-2009, Generation Z, ’The Zappers’

● They create – and act up!

● Have received a voice in the family life

● Staging

● They are online and ’on’

● They want influence and want to be co-designers on shoes, purses, smartphones, covers,


● They chase the perfect life, the passion in their work, partners, families, freedom, leisure time,

and lots of money

● They want to be cool and are raised with reality

● They are self-assured and know that they are worth something (both as employees and as


2010-2024, Generation Alpha, ’The children of today’

● Ready to buy faster than any other generation. That is if you can provide what they want.

● Interesting segment from several positions of the market, as they influence the consumption

of the household, slowly becoming independent consumers living at home, and within a short

period of time, they will ensure the turnover of your company.

● Digital natives and thoroughbred consumers, who have already chosen a certain brand

● World citizen from a child

”In 2020, you should consider leading at least 5 generations at the same time in your