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Highlights:1) The theory of generations carries the scientific potential to develop problems of cyclicity and marketing.
2) The generation changes about once every 20 years, and every 80 years the values are the same: Representatives of generation Y should be close to the benchmarks of the GI generation, and generation Z should be close to the «silent generation».
3) Every 20–25 years, a new generation of people is born with character traits, habits and peculiarities that set them apart from everyone else and then repeat in future generations.
4) Characteristic features of generations are formed under the influence of events determined by human activity, both at the macro and micro scale.
5) Knowing and understanding the basic values of employees belonging to different generations, it is possible to work more targeted with them in terms of their motivation and setting tasks for them.
Abstract:In the transformation of social and labor relations, due to the administrative choice of the strategic direction in the sphere of economics, digital focused, the main threat is that not only the professions of low-skilled labor will disappear, but the changes will also affect highly skilled labor. There is a change in the value and motivational expectations of workers, which, in turn, is reflected in the language and spiritual principles of human existence. The scientific and technological revolution, in age of technology, invention, is replaced by the era of transhumanism, the main representatives of which will be the generation Z. Characteristic features of the generation Z (the overwhelming majority) are presented by suggestibility, lack of independence and inability to concentrate and solve complex long-term tasks. Therefore, learning through skills that is being promoted today is instilled as motivational own and non-alternative beliefs.
Keywords:generation theory, generation Z, value orientations of generations
JEL-Classification: F66, J11, J13
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