Closer together or further apart? Values of hero generations Y and Z during crisis

Abstract

Purpose

Drawing upon cohort theory, the age-period-cohort framework and the portrait value system, this paper aims to examine differences in basic human values between generations Y and Z as they are shaped by recent major events (most importantly the COVID-19 pandemic).

Design/methodology/approach

Hypothesized differences between values of generation Y and Z were tested using a content analysis of recent articles (Study 1) and an online survey through a prolific crowdsourcing website (Study 2).

Findings

This research finds that while both generations value universalism and benevolence, Generation Y is more likely to conform and follow traditions while Generation Z values stimulation, hedonism and achievement more. The top two COVID-19 concerns for both groups were the health of others and financial security. Generation Y is more concerned about the economy while Generation Z is more worried about uncertainty in their future.

Research limitations/implications

This paper provides insight into how the current environmental crisis has shaped the values of generations Y and Z and offers an understanding of the similarities and differences in values between these two generations.

Practical implications

The findings have direct implications for the design of products/services and for the creation of effective marketing communications to reach these two consumer groups.

Originality/value

This research is novel in identifying the basic human values of generations Y and Z as they are shaped by recent events such as the most recent economic recession and COVID-19.

Citation

Azimi, S., Andonova, Y. and Schewe, C. (2022), "Closer together or further apart? Values of hero generations Y and Z during crisis", Young Consumers, Vol. 23 No. 2, pp. 179-196. https://doi.org/10.1108/YC-03-2021-1300