User Research 85 after the mutation of the generation

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Recently, I received a student to intern. In order to test the standard, I gave her a big and small task: to organize a group of her small partners, to the domestic family to sell lifestyles as the theme of the "power grid" shopping experience, give me an experience report. I made a list for her, and it was the best of my friends, including the media, that I've known for some time.

Received her homework that day, I opened the production of the Strange beautiful ppt, a page flip, see half, has been unbearable to suck the breath, grabbed the phone to a well-known venture capitalists gossip: You must not think out, you know how to evaluate the number of brands? That's two whenever old guys, each with their own doubts and sighs at both ends of the telephone.

For example, they experience the always to force the high profile of a Shanghai aesthetic electric dealer, the brand has always been "love goods" to create a distinctive label, but the children's evaluation is: This is "sell love", not "have love"! and for another whenever in the mind of the literary Holy Land, Their evaluation is: full of old man-style tight sense of powerlessness! In short, I provide the list on the brand, no one is not brutally poisonous tongue, or is not love, or is not fun, in short, the so-called high Force is another way of saying: none! force! sense!

And in addition, they also choose to meet the experience of the best domestic and foreign electric goods brand recommended to me, to tell the truth, as a very concerned about this topic, I have not heard of one. Open a link, the confusion and noise, I am confused. I face their recommendation, also reviews a few keywords: messy, can participate, there are eggs.

Finally, when we sit down and exchange feelings, I am deeply impressed by their true and confident, this is the great difference between the two generations: for whenever, our experience is first driven by the aesthetic needs, and the aesthetic is necessarily distance, therefore, 70 will be the "forced lattice" on the mouth , the most beautiful in our minds is often the most not touch, far hanging in the horizon of those people or things, and for the first, stimulate their consumption desire is the number one driving force is "participation", the demand for the brand is fun, can play, do not pipe 3,721, first let me head into the bosom to play some more. In short, if you hold on, I have no sense.

Before that, as a management consultant, I've had countless times to spit with the executives of the companies, although Yangtze, but the current waves are too bad to manage: especially after 85 and after the ego center, emotional, not group, materialism, lack of foresight, and so on. Until this moment completely hit me: "Stop, maybe things are not as simple as we spit it?"

As early as 1970, anthropologists Mead had written in the book Generation gap--even before long ago, the older generation could still shame to the younger generation: "You should understand that I was young in this world and you are not old." But now the younger generation can confidently answer: "In this world, I am young, and you have never been young, and can never be young again." ”

Mead divides the whole human culture into 3 basic types: The pre-figurative culture, the figurative culture and the post-figurative culture. "The culture of the former, refers to the younger generation mainly to learn from the elders, and the culture, refers to the younger generations and the elders of the study occurred among the peers, and then the culture refers to the elders in turn to the juniors to learn."

The former metaphor culture, the so-called "old age culture", is the basic characteristic of the primitive society thousands of years ago, and in fact it is also the basic characteristic of all traditional societies. In such an environment, the development of society as a whole is very slow. It is impossible for people to conceive of their lives as different from those of their parents and grandparents, and in their eyes the meaning of life is established, and the past of predecessors is their future. Therefore, the elderly are recognized as a model of behavior in the whole society, and of course, the younger generation of standards of conduct. The older generation is preaching to the younger generation not only basic survival skills, but also their understanding of life, accepted lifestyles and simple notions of right and wrong. Connected with this, it constitutes the two basic conditions that the former culture can maintain: lack of doubt and lack of self-awareness. People take for granted the culture in which they live. This kind of vertical, one-way, closed cultural transmission way fundamentally eliminates the rebellion and the possibility of change.

The culture of metaphor is a kind of transitional culture, which originated from the collapse of the former metaphor culture. Due to the failure of the war, immigration movement, scientific development and so on, so that the previous cultural transmission interrupted, the cultural system was forced to "open", so that the younger generation lost the ready-made model of behavior, they can only be based on their own experience to explore and create, only in the new environment to be the first companions to emulate the model, This creates a metaphor for the cultural transmission between peers.

Post-metaphor culture, what people call "youth culture", is a cultural transfer process which is opposite to the former culture, that is, the process by which the younger generation transmits the knowledge culture to their living ancestors. If in the former culture (that is, traditional society), the object of socialization is a minor person in society, then, the latter culture is a kind of "reverse socialization". "In this culture, it represents the future of the younger generation, not their parents and grandparents." ”

No need to become an expert will understand that at the moment we are in the era, is a new era of scientific and technological progress shocks, a must also can only be a post-figurative culture of the era. In particular, Chinese society, in the past few decades, has undergone a rare and highly condensed process of change, as a whole, from the agricultural civilization ephemeral into the industrial era, and then, almost only in ten years, head-on encounter the internet era of collision. In the collision, technology becomes the biggest variable, and the so-called change and progress are often marked by the replacement of technology in a certain field. And in the understanding, acceptance and mastery of new technologies, in this "after the burn" of the age, the experience of the elderly inevitably gradually lost the value of communication.

Especially with the development of the Internet, the formation of the Sea of information, there has been a fundamental change in the way the cultural transmission of all mankind has changed, and Humphrey at the University of England has summed it up as "one, all, one," that is, from any point, can expand the countless links of information, quite like the metaphor of Buddhism in the special nets. In this boundless net, we all become a "time of migration", into the new world, constantly being hit by new things, and this impact has inspired the younger generation unprecedented vitality, because they are the first time in a modern era of Aboriginal people.

In the face of the drastic changes of the times, the "time migration" cannot bear to give up the old and the "Aborigines" for fear of losing the new contradictions, and inevitably brew up the global and the intergenerational antagonism and conflict.

For most Chinese companies in full competition, the variables they will continue to face in the years to come are the formal entry into the workforce and the 85-year career. In other words, we will have to tackle and adapt to the most complex intergenerational conflicts in the world. So, with the curiosity of anthropology-inspired management, over the past year I've tried to start a immersion study of 85 of people in the workplace, I set up and joined a group of 85 after the micro-letter, online and 85 after playing, eating, drinking, dancing, duty as their career counselor to listen to their troubles , shameless about their emotional privacy to understand their emotions, trying to gradually establish their holographic awareness in the process. Of course, this process is not rigorous and scientific, so I call it "pseudo field investigation."

Why do you choose a 85 post-career person as a research object? Because in a particular society in China, a generation between the ages of 22 and 30 has a stronger and more obvious common character. While most people under the age of 22 are still on campus, their behavior patterns are not stable, and people over the age of 30 are almost all "time migrants" like me.

In fact, regardless of the lost generation or any generation, each generation is trying to find their own sense of existence, and after 85, due to the past 30 years in China's real world and virtual world has been a great subversion, their sense of the establishment of the coordinates of a radical change.

At this time, heard the radio came QQ the latest advertising language: "I want, now, because, I, impatient." "Tencent really deserves to be one of the most deeply understood companies in the younger generation.

Why?

Although the nature of "greed and hatred" is unchanged, in this generation, greed and hatred will be renewed in a new coat. This is due to the mutation caused by the simultaneous interaction of the three major factors:

The first is the change of sense of time.

In the real world: over the past more than 20 years in the extremely intensive time, the change which the Chinese society takes place has the enormous influence to the social structure, the life style, the value idea, is called the Human society development history mutation. The most far-reaching effect of this mutation is to change the sense of time. What do you call a sense of time? In the simplest example: after 50, forums and even most of the whenever childhood and adolescence, the changes in the living environment is very slow and small, the road passed in primary school, the first summer vacation in the university can still be about 35 students to wander. Grow up in such an atmosphere, of course, will be more inclined to believe that the time itself is abundant and therefore to the environment to produce strong tolerance.

However, in in the course of growth, the whole Chinese society's rhythm has changed completely, opera into a hard rock, two years, his school doorway that road even the school itself may have been completely disappeared into the real estate, his childhood played field has become a resort hotel. In particular, fully grown in the 92 after the generation, material wealth turned into the society's most distinctive identity label, which led people to work, occupation and other long-term relationship of the firm degree of strong, economic pressure and self packaging become baton, under the interference of this survival anxiety, It is easier for people to make changes or give up decisions lightly.

While in the virtual world, the most important spiritual consumption from TV dramas to online games, the transformation of people's sense of time will be the impact of long-term sustainability. Therefore, in addition to the use of XX after the age tag, I propose to use "the generation of" and "online games generation" to distinguish between today's immigrants and Aboriginal people.

Today, the people who hold power in the workplace are still 60, whenever, in China, this happens to be "the generation of the brain remnant drama": The growth process of adolescence, is the era of TV dramas dominate the entertainment market, the decline of the film, books, drama Scarce, the brain mutilated play the role of the value preacher. Therefore, whenever people accuse young children of brain residue powder, animation control, gently a sentence of "83 shootout", "East Love", even "soldiers surprise", like a magic password, let one time immigrants in the vast crowd of two eyes light each other.

The brain remnants play raises the generation, in the behavior pattern nature left the corresponding characteristic: the rhythm must be gradual, the result must be the happy ending, the protagonist must harvest most, each role has own background. Therefore, this generation in the workplace generally will be more endure loneliness, obedience is good, easy to accept the process of "temper", because they believe that the future will become better sooner or later, willing to pay for even if the seemingly unreachable reunion.

And the net game generation?

Online games Addiction is the key to "instant feedback" mechanism: regardless of the action right and wrong, online games will provide immediate visual or auditory strong sensory stimulation, and through the design of the integrated return system, so that the more and more into the game. Therefore, in the workplace, they are no longer like predecessors like through the long wait for a huge return, but tend to real-time feedback and incentives, the faster the feedback, the shorter the incentive cycle, the greater impact on them. The thrill of the game has even turned into a "patch" of boredom for the real world.

Therefore, the net swims generation is not become "short-sighted", but their psychological reaction mechanism becomes more "immediate".

In this trend, a home since the venture has been a high virtual equity as an incentive to the killer of the company, also encountered "weak incentives", new employees lack of long-term incentive interest, because they do not have a long-term psychological contract with the organization, and even many people have never intended to adhere to the virtual equity of the life expectancy, It has little to do with the company's good and low pay, but their sense of time has changed. So the company had to adjust to the trend, announcing a huge increase in the starting salary for new hires, in fact adjusting the pay structure, raising the proportion of short-term incentives in pay, and reducing the relative share of long-term incentives. The "short" here is not a concept of length, but a concept of frequency. From "High" to "high frequency", this is one of the important subjects of management reform in the post-metaphor era.

Second, the sense of distance change.

We used to refer to the term "distance", which is usually subject to physical contact. But in today's social networks, the depth, density and breadth of virtual contact are far more than the physical, a phenomenon that humans have never encountered before.

For example, during the Spring Festival in 2014, I joined a group of 150 people who are mainly composed by the workers of the group, which can produce more than 2000 information items a night, and this active state has been maintained for two months! and from the type of topic, my summary of this group is: the day and night of sexual immorality-scale, Enthusiasm is high, beyond imagination-can you imagine two or three of men with a name in the micro-trust to tutor a girl to use the jump eggs in the distance (below 500 words)?

My question is: when communication between people from acquaintances, physical communication (including the telephone is actually a kind of physical communication) into the virtual interaction between strangers, does it mean that in the real world of the establishment of a number of taboos and rules, but also because of the changes in the media are naturally broken?

In a pseudo field survey, a big way is to look at the app installed on the other's phone, and you'll find no surprise that Weibo, micro-letter, Mo Mo, know the coexistence, and in different applications, that you know the stuttering cock straight male, can be at the same time is to know the big God, the Mo gun June, micro-bo hand, or friends circle chicken soup up.

It is possible for any one person, in psychology, to have a split of personality caused by the conflict between subconscious and consciousness. But today's change is when people are immersed in the virtual world for more and more time, when the smartphone makes us 24 hours online, then the original hidden personality split may be in the form of virtual personality, and, due to the different media, applications, lead to more complex role-playing and multiple divisions. Or, the virtual world of a variety of media to encourage a sense of "personality division" of the occurrence of virtual personality is no longer suppressed, but to be released.

When people can acquire the sense of existence in the virtual world with virtual personality, the uncoordinated, setback and antagonism in the real world may be dispelled, and this compensatory effect, in the eyes of the elder, is a cynical and irresponsible attitude. Of course, if there is excessive compensation, then, it will inevitably lead to recluse, gnawing old, two yuan, antisocial, refuse to grow into the virtual world and avoid interaction with the real world behavior.

Third, the change of position sense.

This is a unique social phenomenon throughout the world: if it is in a family environment with many children, the personal instinct will have a tendency to "strive for attention", which requires individuals to observe the status of other family members, more aware of their behavior and control to make themselves more consistent with the standards set by the elders. Therefore, in the traditional family, the family order will be closer to the "culture of the former", children and young people are required by more rules. However, 421 family structure after 1985 years to become the absolute mainstream of Chinese society, so, from birth, children are in the attention of other family members grew up, the original ethical order was overturned, they are unique family center. Attention is no longer a scarce resource to be sought, but a rapid glut. The ego-centric doctrine brought by high degree of attention is itself a natural living state.

Therefore, such an individual after entering the workplace, will show a lack of awareness of the surrounding environment, the emotional response to others is not sensitive, too attached to the feelings of the tendency. At the same time, they hope that the high degree of attention in family life can continue into the work environment, creating a "Why do not you point to praise" emotional needs.

This poses a big challenge for today's managers, such as a few days ago, in a survey of a group of 85 top professionals, when asked, "If your superiors can make a change that will make you more motivated, what do you want to be?" The answer is: "They should be more concerned about me."

At the same time, the social network created a "flat World" illusion, a more ordinary young people, may also be a clever message or a nasty abuse and "Big V" with the fire, which in the real world is almost impossible. This "head-up illusion", it is inevitable that people have a sense of their position drift.

And online games culture has also contributed to this: the experience of online games so that people desperately pursue independence, what authority, experts all outdated, "I" is the absolute master, in the virtual world, the screen before the hands of the artifact, "I" can be anyone, want to kill who out who. Therefore, projecting in the work, their enthusiasm for "independent work" and "to become one lattice" far exceeds their desire for "power". Between management duties and independent assignments, the latter is more attractive to them. In the same company, those who work to form a small closed loop within their purview are generally more motivated than those who need more horizontal communication and collaboration with others.

When the sense of time, distance, position is at the same time in the height of change, the small universe is naturally to erupt, the younger generation due to the environment has undergone a major mutation.

Once again, we salute Meade: "The modern world is characterized by acceptance of intergenerational conflict and acceptance of the belief that each generation's life experiences will be different from those of their previous generation as a result of constant technological changes."

Stop the indoctrination, start the conversation, and it will be a good start.

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