{"id":3724,"date":"2024-07-17T13:19:22","date_gmt":"2024-07-17T13:19:22","guid":{"rendered":"https:\/\/www.citizenrelations.com\/?p=3724"},"modified":"2024-07-19T15:54:40","modified_gmt":"2024-07-19T15:54:40","slug":"citoyen-en-bref-decoder-la-generation-z","status":"publish","type":"post","link":"https:\/\/www.citizenrelations.com\/fr\/citoyen-en-bref-decoder-la-generation-z\/","title":{"rendered":"Citoyen En Bref: D\u00e9coder la g\u00e9n\u00e9ration Z"},"content":{"rendered":"

Bienvenue dans le bulletin d’information Citoyen En Bref – l’\u00e9dition Gen Z ! Notre lettre d’information trimestrielle vous donne un aper\u00e7u des conversations qui comptent et ce mois-ci, nous d\u00e9codons la g\u00e9n\u00e9ration Z. Inscrivez-vous ci-dessous pour recevoir la lettre d’information compl\u00e8te !<\/em><\/p>\n

D\u00e9coder la g\u00e9n\u00e9ration Z : d\u00e9ballage d\u2019une g\u00e9n\u00e9ration<\/h4>\n

Vouloir comprendre la nouvelle g\u00e9n\u00e9ration \u00e0 entrer dans l’\u00e2ge adulte n\u2019est rien de nouveau. En fait, cette tendance s’accentue \u00e0 mesure que la g\u00e9n\u00e9ration en question acquiert un pouvoir d’achat plus important. Alors, comment entrer en contact avec la g\u00e9n\u00e9ration Z ? Nous savons que pour gagner la confiance de la g\u00e9n\u00e9ration la plus technophile et la plus sceptique \u00e0 ce jour, nous devons investir l\u00e0 o\u00f9 elle est investie. Mais les \u00e9tiquettes g\u00e9n\u00e9rationnelles comportent des pi\u00e8ges – non seulement elles sugg\u00e8rent des diff\u00e9rences marqu\u00e9es entre des g\u00e9n\u00e9rations qui ne sont pas aussi distinctes qu’elles le laissent entendre, mais les \u00e9tiquettes de la g\u00e9n\u00e9ration Z risquent de nous amener \u00e0 peindre tous les membres de la g\u00e9n\u00e9ration la plus diverse et la plus nuanc\u00e9e qui soit avec le m\u00eame pinceau.<\/span><\/p>\n

Philip N Cohen, professeur de sociologie \u00e0 l’universit\u00e9 du Maryland, affirme que l’appellation g\u00e9n\u00e9rationnelle consiste<\/a> \u00e0 \u00ab imposer des qualit\u00e9s sans fondement \u00e0 diverses populations, ce qui entra\u00eene le probl\u00e8me actuel tr\u00e8s r\u00e9pandu des st\u00e9r\u00e9otypes grossiers. C’est de la pseudoscience \u00bb.<\/span><\/p>\n

Ainsi, lorsque nous examinons la g\u00e9n\u00e9ration Z, nous devons nous rappeler que les cohortes et les exp\u00e9riences partag\u00e9es sont beaucoup plus pertinentes \u00e0 reconna\u00eetre et \u00e0 examiner. Il s’agit d’une pratique \u00e0 long terme et \u00e9volutive, et non d’un code \u00e0 d\u00e9chiffrer. L’essentiel pour les marques ? C’est en puisant dans les valeurs, les croyances et les passions qui s’alignent de mani\u00e8re cr\u00e9dible sur l’objectif de la marque que nous gagnons notre place dans la culture.<\/span><\/p>\n

Connect\u00e9 vs. Connexion : la valeur de la g\u00e9n\u00e9ration Z qui transcende les g\u00e9n\u00e9rations<\/h4>\n

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Une objection courante \u00e0 l’argument selon lequel la g\u00e9n\u00e9ration Z est fondamentalement diff\u00e9rente est que ceux qui arrivent aujourd’hui au d\u00e9but de l’\u00e2ge adulte deviendront semblables \u00e0 leurs parents en vieillissant. Certes, ils changeront \u00e0 mesure qu’ils gagneront plus d’argent, fonderont des familles ou ach\u00e8teront des maisons, mais cette g\u00e9n\u00e9ration restera unique.\u00a0 Ce sont les premiers n\u00e9s avec la technologie num\u00e9rique et ils ont \u00e9t\u00e9 touch\u00e9s par le COVID-19 \u00e0 un \u00e2ge beaucoup plus critique que les g\u00e9n\u00e9rations pr\u00e9c\u00e9dentes. Par exemple, les membres de la g\u00e9n\u00e9ration Z aux \u00c9tats-Unis sont 45 % plus susceptibles d’investir que les mill\u00e9nariaux et 2,2 fois plus susceptibles d’investir que les membres de la g\u00e9n\u00e9ration X \u00e0 l’\u00e2ge de 21 ans, respectivement, selon <\/span>une \u00e9tude d’Oliver Wyman<\/span><\/a>.<\/span><\/p>\n

La fa\u00e7on dont cette g\u00e9n\u00e9ration a grandi avec le monde \u00e0 port\u00e9e de main a rendu particuli\u00e8rement aigu\u00eb la mani\u00e8re dont elle vit les changements et les bouleversements sociaux et \u00e9conomiques, le stress environnemental et la surcharge d’informations. La fa\u00e7on dont ils s’informent (en utilisant TikTok comme moteur de recherche, par exemple) est donc unique.\u00a0<\/span><\/p>\n

Cela dit, lorsqu’il s’agit de trouver un sens au-del\u00e0 de l’information, notre besoin humain de connexion et d’appartenance continue de transcender les groupes d’\u00e2ge. En fait,<\/span> notre propre rapport<\/span><\/a> a r\u00e9v\u00e9l\u00e9 que pr\u00e8s de 9 personnes sur 10, toutes g\u00e9n\u00e9rations confondues, reconnaissent qu’il est important de passer du temps avec des gens et d’avoir des contacts sociaux – ce chiffre varie de 87 % pour la g\u00e9n\u00e9ration Z et la g\u00e9n\u00e9ration X, \u00e0 88 % pour les mill\u00e9nariaux et \u00e0 91 % pour les baby-boomers. Cette valeur partag\u00e9e est distincte et pourrait \u00eatre la raison pour laquelle nous voyons et embrassons davantage d’amiti\u00e9s et de relations interg\u00e9n\u00e9rationnelles au-del\u00e0 de notre dynamique familiale.\u00a0<\/span><\/p>\n

En renfor\u00e7ant l’id\u00e9e que la g\u00e9n\u00e9ration Z est totalement unique, de nombreux membres de cette g\u00e9n\u00e9ration pensent qu’ils ne peuvent pas se rapprocher des autres g\u00e9n\u00e9rations ou apprendre d’elles, ce qui est risqu\u00e9 et faux. En fait, <\/span>les chiffres montrent<\/span><\/a> que les croyances, les valeurs et les pr\u00e9occupations de la g\u00e9n\u00e9ration Z recoupent largement celles des mill\u00e9nariaux en ce qui concerne l’\u00e9conomie, l’environnement et notre avenir social et culturel. Des \u00e9tudes sur les relations interg\u00e9n\u00e9rationnelles sur le lieu de travail et au-del\u00e0 prouvent \u00e9galement qu’un apprentissage pr\u00e9cieux peut circuler dans les deux sens, pour <\/span>le plus grand b\u00e9n\u00e9fice<\/span><\/a> de ceux qui se trouvent aux deux extr\u00e9mit\u00e9s du spectre de l’\u00e2ge – il est donc crucial de d\u00e9passer les pr\u00e9jug\u00e9s de similarit\u00e9. <\/span>Des chercheurs de l’universit\u00e9 de l’Arizona et de l’universit\u00e9 Duke<\/span><\/a> ont constat\u00e9 que l’homophilie \u00ab limite les mondes sociaux des gens d’une mani\u00e8re qui a des cons\u00e9quences importantes sur les informations qu’ils re\u00e7oivent, les attitudes qu’ils adoptent et les interactions qu’ils vivent \u00bb, ce qui peut avoir un impact sur le d\u00e9veloppement personnel, le bien-\u00eatre mental et m\u00eame les performances au travail et la croissance professionnelle.<\/span><\/p>\n

Les tranches d’\u00e2ge que nous utilisons pour d\u00e9finir les g\u00e9n\u00e9rations sont arbitraires et, dans la plupart des cas, font encore l’objet de d\u00e9bats. Bien que chaque g\u00e9n\u00e9ration soit influenc\u00e9e par les \u00e9v\u00e9nements qui ont fa\u00e7onn\u00e9 la soci\u00e9t\u00e9 pendant les ann\u00e9es de formation de la g\u00e9n\u00e9ration Z, nous restons plus semblables que diff\u00e9rents en ce qui concerne notre besoin humain de connexion et les avantages d’\u00e9tendre ces connexions au-del\u00e0 de nos murs g\u00e9n\u00e9rationnels.\u00a0<\/span><\/p>\n

Inscrivez-vous ci-dessous pour recevoir le reste de En Bref directement dans votre bo\u00eete de r\u00e9ception !<\/em><\/h6>\n
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Envoyez-nous votre e-mail pour recevoir plus de contenu comme celui-ci directement dans votre bo\u00eete de r\u00e9ception.<\/p>\n\t\t\t\t<\/div>\n\t\t\t\t

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    Bienvenue dans le bulletin d’information Citoyen En Bref – l’\u00e9dition Gen Z ! Notre lettre d’information trimestrielle vous donne un aper\u00e7u des conversations qui comptent et ce mois-ci, nous d\u00e9codons la g\u00e9n\u00e9ration Z. Inscrivez-vous ci-dessous pour recevoir la lettre d’information compl\u00e8te ! D\u00e9coder la g\u00e9n\u00e9ration Z : d\u00e9ballage d\u2019une g\u00e9n\u00e9ration Vouloir comprendre la nouvelle g\u00e9n\u00e9ration […]<\/p>\n","protected":false},"author":1,"featured_media":3725,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[12],"tags":[],"class_list":["post-3724","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites"],"acf":[],"yoast_head":"\nCitoyen En Bref: D\u00e9coder la g\u00e9n\u00e9ration Z | Citizen Relations<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.citizenrelations.com\/en\/the-rundown-by-citizen-decoding-gen-z\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Citoyen En Bref: D\u00e9coder la g\u00e9n\u00e9ration Z | Citizen Relations\" \/>\n<meta property=\"og:description\" content=\"Bienvenue dans le bulletin d’information Citoyen En Bref – l’\u00e9dition Gen Z ! Notre lettre d’information trimestrielle vous donne un aper\u00e7u des conversations qui comptent et ce mois-ci, nous d\u00e9codons la g\u00e9n\u00e9ration Z. Inscrivez-vous ci-dessous pour recevoir la lettre d’information compl\u00e8te ! 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Notre lettre d’information trimestrielle vous donne un aper\u00e7u des conversations qui comptent et ce mois-ci, nous d\u00e9codons la g\u00e9n\u00e9ration Z. Inscrivez-vous ci-dessous pour recevoir la lettre d’information compl\u00e8te ! 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