Today society has a wary attitude towards young people. She is accused of being lethargic, apathetic and immersed in the Internet. It seems that millennials are only interested in selfies and social networks, hype and consumption. Why young people don’t want to grow up and become adults, says Doctor of Sciences. Director of the Center for Youth Research at the National Research University Higher School of Economics-St. Petersburg Elena Omelchenko.
The main thing is health
Ksenia Yakubovskaya, website: - Elena Leonidovna, what are the younger generation interested in?
Elena Omelchenko:- We conducted a study in four Russian cities- in St. Petersburg, Kazan, Ulyanovsk and Makhachkala. We studied the types and forms of youth culture in various modern life through companies, groups, communities, organizations. They surveyed students of universities, colleges, technical schools, and interviewed young active people aged 18-22. We observed them and participated in their activities.The key trend is popularity healthy image life. It develops in several forms - classes physical activity and special food practices. The first is the popularity of natural street sports: workout, parkour, skateboarding, cycling. Fitness, gym, and classes with a trainer are very popular.
- It turns out that this is no longer the “fast food generation”?
Young people are different, but the sample we studied is attentive to their diet. This is the second direction of the healthy lifestyle trend - the popularity of specialized food practices. Eating becomes a professional activity, a hobby. The topic of ecology of health, discipline of mind and body is very popular.
The most interesting thing is that because of this, the percentage of young people drinking alcohol has decreased. In 2011-12, there were three times as many young people in the city who drank beer. The consumption of strong drinks has almost disappeared. Moreover, surveys showed that 30% of young St. Petersburg residents would not accept someone who drinks alcohol into their company, and 58% would not accept drugs.
At the same time, young people began to prefer wine and light alcoholic drinks. Perhaps this is due to consumer culture. For St. Petersburg residents, more than for young people in other cities, it is important where to drink drinks - not at the entrance, in the kitchen or in the gateway, but in a place with a special interior and atmosphere: a creative or hipster space, a loft project or other place associated with literature, music. Gastronomic pleasure is necessarily accompanied by cultural pleasure.
Games instead of politics
Researchers say that young people are infantile and do not want to participate in the life of the country. Isn't that why they love games so much?
- Despite the stereotype that young people have become inactive and apolitical, they are involved in the most different shapes cultural practices. In all cities, only 7% are not part of any community. Many have been working since their second year. However, the labor market is not very favorable for students, so sometimes lack of involvement, immaturity, and existence in uncertainty are not the result of one’s own choice, but simply a coincidence. Of course have different groups of people. However, Generation Z is not interested in politics and parties because they do not trust them. They understand that they are not heard, their opinion is not taken into account, so they do not particularly strive to get into politics. They don’t dream of changing the social system or the whole world. But they are active where they can change something. The opportunity to be heard, to influence something, becomes key when participating in some activity, group, community, subculture. Everything else is boring and “unfun”.Citizenship in small matters, at the level of an outstretched hand, is actively developing. It’s fashionable to be active, help animals, children, elderly people, disabled people. Grassroots civilian assistance practices are developing - volunteer movements, search teams. Both official initiatives and informal ones that do not have government or grant support are popular. New generations have a great desire to help, to participate in something, to be useful.
Post-material era
- What about the accusations of excessive materialism of the new generation - are they really obsessed with brands?
We are entering an era of post-material values. Generation Z focuses more on replicas than real products. Avoiding expensive brands because there is no point in paying more just for the name. They have a calm attitude towards things, brands and corporations. Anti-capitalist ideas are popular. The DIY economy is developing (from the English do it yourself - do it yourself). Its main features are a departure from the mainstream in consumption; young people are involved in the process of creating a product - music, clothing, food, distinctive attributes. This era is also associated with the inevitability of growing tolerance, acceptance of gender, sexual, ethnic and religious differences. A calm attitude towards people with disabilities, towards otherness. Perhaps also because it is now fashionable to be exclusive and special. A striking example - multicolored hair. They are popular among many young people, although previously it was only among representatives of subcultures. Also, the post-material era is associated with the importance of the moral factor and receiving spiritual and emotional pleasure from performing some action.
- Experts are afraid that the Internet and the virtual world will enslave us, but young people are already on the Internet?
Of course, this is a digital generation. However, it can successfully use it - work and study using the Internet, and not just hang out there. Sometimes adults don't see positive trends simply because they judge children by the wrong parameters. In general, new generations are quite rational. They understand that not everything on the Internet is true. They have already developed the skill to recognize fake news and other fake news. They are able to compare facts and filter the information that comes from the Internet.
At the same time, on some issues they have a mess in their heads. This is due to the development of populism in society. Why does devaluation occur? key concepts, such as justice, value, truth, sense, conscience, hope, honor, faith, patriotism and so on. They are used by everyone in different meanings, contexts and purposes. Their value decreases. In the context of this semantic mess, it is very difficult for young people to understand what is true and what is false. You can stage and edit what is happening, present the facts in different ways depending on your goals.In this sense, young people are unhappy. They are forced to form a semantic support in a situation of uncertainty in all areas - from politics to family life. Therefore, they have great difficulty answering questions about their future plans. It is easier for them to express themselves in small things - planting a tree, cleaning up trash, helping someone. It is accessible, close, understandable and brings tangible results.
Sberbank together with the Validata agency for modern Russian youth, during which the features of life and communications among young people were determined. The surveys involved 18 focus groups with children and youth aged 5 to 25 years, as well as 5 focus groups with parents. In addition, experts conducted interviews with expert teachers and parents, and also analyzed blogs of young people from different cities of the country.
Based on the results of the study, 30 facts about modern youth were presented. And even if you are infinitely far from generation Z, this short list of theses will allow you to get a little closer to understanding what they strive for, what they are afraid of and how they live - which means it will be easier to work with them.
1. Today's youth were “born with a button on their finger.” For them, online is the leading dimension of reality that shapes trends.
2. Young people perceive concise and visual information. They tend to quickly switch attention: middle period The concentration time of representatives of generation Z on one object is 8 seconds.
3. Today's youth do not have long-term trends and stable preferences. " Social media create a sense of flow in which everything changes every second,” the study says.
4. The relationship between young people and their parents has also changed: the generational conflict has now been blurred. Parents try to build partnerships with their children and be guided by the principle “not to scold for bad things, but to praise for normal things.” At the same time, both children and parents speak of each other with warmth and tenderness.
5. Adults have ceased to be an absolute authority: they themselves admit that children are superior to them in many skills.
6. Parents look after and take pity on their children, shouldering all household responsibilities and putting minimal pressure on their offspring. As a result, young people do not develop skills to solve real-life problems.
7. For modern youth it is very important to be in touch all the time: they are never alone and do not like to be alone. The qualities that are most valued in people are those that help them communicate easily.
8. Representatives of Generation Z are confident in their own exclusivity and difference from everyone else.
9. However, most young people today are similar. “Mainstream generation” is how these people were described in the study.
10. Young people do not feel like a single generation, not noticing what unites them. Interests, hobbies, music, cinema are not perceived as “friend or foe” markers.
11. The model of gradual movement towards success has been damaged in generation Z. The confidence that gradual efforts will ultimately lead to the goal has disappeared; At the same time, the media constantly tells stories about sudden and quick success.
12. Young people no longer strive for open rebellion, preferring quiet resistance. They act as they see fit, but do not strive for destruction and value peace.
13. Surprisingly, there is no gender equality among young people. Young people cultivate a traditional view of gender interaction and gender roles. The expected age of marriage and childbearing is delayed until 25-27 years of age.
14. For modern youth, the most important thing is to find their way.
15. Their main request from life is to be happy; There is an attitude of non-hedonism. The occurrence of difficulties on their way means that the path was chosen incorrectly.
16. According to young people, happiness is success. Now it is measured not by wealth and status, but by the variety of life and pleasure.
17. Young people think that self-development is fashionable; they constantly talk about “self-improvement.” At the same time, any hobby or activity is considered self-development.
18. “Life is good when it is varied” is one of the main attitudes of modern youth.
19. Generation Z believes that work should be a joy. It should bring pleasure, income and not take up a lot of time; Young people are not ready to work hard.
20. They also have an attitude towards individualism: young people do not strive to change the world or humanity, but first of all want to make their lives and the lives of their loved ones comfortable.
21. Young people crave recognition. “A sign of success is a Wikipedia page,” noted one of the study participants.
22. Among young people, it is “fashionable to be smart.”
23. Gen Zers love to proclaim their love for their parents and family; creating a family is a more important goal than professional fulfillment.
24. Young people are afraid of disappointing their parents and not meeting their expectations.
25. Another fear is making the wrong choice. Young people are afraid that the consequences of the wrong choice will not be reversed.
26. In principle, freedom of choice has become a great difficulty for young people. Parents do not help in choosing a path, and young people feel confused when they find themselves at a fork in the road.
27. Generation Z is afraid of “ordinary” life - monotonous, without bright impressions.
28. They are also haunted by the fear of loneliness and social inadequacy.
29. The future seems incomprehensible and frightening to young people; It is unusual for them to make long-term plans.
30. The main expectations from the future are comfort and tranquility. Modern youth do not set ambitious goals for themselves, so as not to be disappointed later.
Having made all these conclusions, Sberbank has developed recommendations for working with modern Russian youth. The first recommendation, of course, was to “shift” information targeted at young people onto the Internet: attracting agents of influence, bloggers, and using non-standard social networks. At the same time, it is better for teenagers to show everything, rather than tell them; advertising should not be overloaded with a large amount of information, use simple informal language - but do not try to fake youth slang, etc.
Generation Z doesn't respect authority, so appealing to age, experience, or tradition to try to convince them of something will get you nowhere. But you can always use them in other ways - discuss, explain and give arguments to ultimately get what you want from them. There is no point in promising young people a wonderful future - they still don’t believe in it; referring to ambitions and career goals is also a bad idea - it is better to refer to pleasure, comfort and happiness.
Today Russia celebrates Youth Day. According to official data, about 33 million people aged 14 to 30 live in the country. What are modern young Russians like? The answer is in facts and figures.
- 81% of students consider persistence in acquiring knowledge a necessary condition to get a good education.
- 79% of university graduates expect a salary at their first job of 35 thousand per month.
- Russian youth primarily consider trade and the restaurant business as their first place of work.
- Over 45% of young people do not stay in one job for more than one year.
- 30% of young people aged 18 to 24 smoke cigarettes.
- 60% of young people would like to open their own business.
- 57% of young people do not have any idols.
- 75% of 18-24 year old Russians do not approve of adultery.
- In Russia, there are 959 girls per 1000 boys aged 20-24 years.
- According to analysts, by 2021 the number of students will decrease to 4.1 – 4.2 million people.
- Among young Russians, the majority are graduates of economics and law faculties.
- About 54% of students study part-time, part-time and externally.
Information from the site Russian Education
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Today there are almost two billion young people and teenagers living on the planet. This has never happened in world history, and this figure will continue to grow. Moreover, the largest proportion of young people are in third world countries. They can either make their states new world leaders or destroy them to the ground. Apparat studied the UN report on the role of youth in the world and selected the most Interesting Facts and figures showing how the new generation will change the planet in the coming years.
There are currently 1.8 billion people aged 10 to 24 living on our planet.
They are what the UN calls young. There have never been so many young people on Earth before. Not only its number is growing, but also its share in the population. For some countries this will help achieve economic success, for others it can be a huge problem.
Almost 90% of all young people live in the developing world - countries in Africa, Southeast Asia and Latin America.
This will change the landscape of the world globally over the next decades: youth have always been the driving force of economic, social and political change. The quality of these changes will depend on the ability of Third World governments to adequately respond to the demands of the new generation. Along with young people, the demand for education and jobs is growing. The authors of the UN report believe that if the authorities can meet the demand, they will significantly improve the country's well-being in the future. IN otherwise a social explosion is possible. In Egypt, one of the reasons for the revolution that broke out during the Arab Spring was huge unemployment among young people.
India has the most young people on the planet
More than 350 million young people live in India - this could turn it into one of the most powerful states on the planet
This is called the demographic dividend - the benefit that a country can reap in the future due to the huge number of young people. India now has nearly 100 million more young people than neighboring China, although its population is smaller. However, without investment from the government and private companies in education and infrastructure, this dividend will be wasted, the report's authors write.
In some countries, more than 50% of the population is under 18 years of age.
The authors of the report counted seventeen such states. For example, a similar situation has developed in Afghanistan, Chad, Niger and Uganda. In some of these countries average age the population is getting smaller every year. On the one hand, young people will not have to take care of a large generation of older people on their shoulders, on the other hand, in some African countries they have already begun to face serious problems when finding work.
There are about 23 million young people in Russia, there are fewer and fewer of them, and this is a problem
Adolescents and young adults aged 10 to 24 in the United States and China account for 20% of the population. These countries have already benefited from their demographic dividend in the past and are now gradually aging. In Russia, the situation is even more complicated: young people here make up only 16% of all Russians. At the same time, as the authors of the report predict, their share will decline. This means that our working-age population will become less and less, which may negatively affect the economic development of the country.
Nigeria's GDP per capita will increase by a third by 2030 as a result of demographic shift, the World Economic Forum predicts.
Who will benefit from the global demographic shift?
Developing countries that have last years The economy developed quite steadily. In addition to the already mentioned India, Nigeria and Kenya may also be among the main beneficiaries. Although the proportion of young people in the United States and Western Europe is decreasing, developed world There is still a big trump card - education. Thus, a quarter of students who went to study abroad last year entered American universities. Many of them will remain to work there.
Who will be among the losers?
First of all, countries with a low share of youth in the population, which do not take any steps to change the situation for the better. Russia is among the vulnerable. The country's population is practically not growing, the proportion of young people and teenagers is declining, and the authorities are having varying degrees of success in attracting young men and women from other countries to local universities. Thus, by 2050, the share of people aged 10 to 25 in the Russian population may fall below 15 percent. This means a gradual reduction in the number of working-age citizens and, as a consequence, a decrease in the rate of economic growth.
Those countries that cannot take advantage of the current situation correctly will also lose. Those at risk are the poorest countries in Asia and Africa, which do not have sufficient funds for quality medicine and the creation of new jobs.
What should countries do to benefit from demographic changes?
Get rid of the main problems identified in the report: poor quality medicine, gender inequality, lack of educational institutions.
In addition, the authors of the report advise the authorities of developing countries to pay attention to the problems that young people themselves indicated during the UN survey. Thus, in sub-Saharan Africa, the vast majority of adolescents and young adults consider local customs to be the main barrier to development. In Southeast Asia they share the first place with low literacy rates. Gender issues are in second place in most regions. And everywhere there is a low level of support from politicians - in the last place.
