By Rachel Glickhouse
I “met” Eline Kullock through a social networking site. She asked me to write a guest post for the blog. I found Eline to be extremely interesting, intelligent, and a hard worker (she is the President of Grupo Foco in Sao Paulo). So here I am, “guest blogging…”
People like to talk about the differences between generations. They constantly speak about generation gaps, and the cultural differences that separate different generations, including: The Baby Boomers (born after WWII), Gen X (born from 1960-1982), Generation Y (born from 1982-1986), and Gen Z (born in 1996…).
Still, the question remains, are these generation gaps different in Brazil and in the United States?
Technology
The United States has a large middle and upper middle class. So, Americans have access to relatively low prices when it comes to technology. This makes it possible for all generations to stay up to date in regards to new technologies.
Of course, technology is directly related to fashion and style. Everybody wants to have the coolest, smartest, latest, gadget (I phone, W. ii and TiVo for example).
In general, most of the population, from the Baby Boomers to Generation Z is technologically savy. They have constant access to computers and to the Internet. Since the technological revolution is very recent, it has changed everything very quickly. This forces us to constantly be learning and trying new tools and products.
In Brazil, it’s a different story. In the past 5 years, the middle class has grown considerably, allowing access to technology to become much more widespread. Washing machines, DVDs, and personal computers, are now a bit more commonplace than they were 5 years ago.
Previously technology-use, was limited and exclusive, to an elite segment of the population. However, now as salaries increase, and social consciousness grows, through politics and social awareness programs, most individuals have access to technology, or at least to the Internet.
However, within the new middle class, those who benefit the most from these changes are Generations Y and Z, leaving Baby Boomers and Gen X behind.
Just as before, older generations belonging to the middle and high classes are extremely tech savy.
In contrast, the older adults belonging to the new middle class are still struggling with the learning process, particularly when it comes to using the Internet and computer programs. Orkut has been a very useful tool. Through Orkut, these new users have started to understand how to use the Internet, and upload photos and videos.
The Job Market
I believe that the job market is currently very different in both countries.
In the United States, we are dealing with the worst Economic crisis since the Great Depression. Yes, we have one of the strongest economies, and are one of the most powerful countries in the world. However, the impact of this crisis is not just financial. It’s emotional as well. Americans’ self-esteem is extremely low and the general environment is not optimistic (especially since the honeymoon phase with Obama has passed.)
All generations are suffering in this job market, especially with the cutbacks happening in every industry.
But the generation that is suffering the most is Generation Y. Generation Y has entered the job market at a very difficult moment.
Since the 1960s there have been tremendous changes in the job market. People have been able to try new careers (especially women). There’s also been a technological revolution that created many new jobs (IT for instance).
This has allowed people to work in different fields, and not simply limit themselves to the traditional professions of: dentist, accountant, doctor, lawyer etc.
As a result, Generation Y is being forced to differentiate themselves even more. They have to set themselves apart with a distinct image and professional profile, as well as a differentiated set of skills.
Since there are currently many more potential employees than open positions, this is a secure moment to enter a “traditional profession” like Medicine, Engineering, etc. Obviously, these professions require extremely specialized knowledge. Therefore, people are going back to school.
In Brazil it’s not like this. The Baby Boomers and Generation X have suffered from economic instability, military dictatorship, and hyperinflation, which results in a very low self-esteem (which Eline writes about). Until recently, with economic growth and stability, unemployment rates were high, and it was difficult to penetrate the job market.
In Universities, students focused on “practical” and “traditional” careers. There wasn’t a great desire for creativity, unless that also came with a lot of money.
However this is also changing. Gen Y and Gen X are gaining access to a larger job market, which is more fluid and open. These generations have much more flexibility in regards to the career they choose. They also have more freedom to choose their career path. Innovative professions born out of the technological revolution, now have an important presence in Brazil. Gen Y’s self esteem is much higher than that of the Baby Boomers or Gen X, when they were of the same age.
Cultural Values
In the United States our collective history is schizophrenic and our historic memory is very short. We try to live in the moment. We focus on the present, instead of learning lessons from our past. This is how we’ve lived through three horrible wars.
Each generation does preserve its historical moments. Still, what gets valued the most, is “the now.” A subtle cultural pressure exists, telling us to keep the past in the past. We observe this in history books, and in black and white films.
Baby Boomers and Gen X have a desire to become part of Generation Y. They constantly “show off” their knowledge of the present, and adhere to new values.
The shift in cultural values is shared by all generations. For example, the majority of Americans want to prohibit smoking in public places. Also, many more people are starting to fight for gay rights.
In Brazil, collective history is much stronger. Young people remember the 1950 World Cup. They enjoy listening to old music like Gilberto Gil. Of course they also remember the dictatorship, Vargus, and colonialism.
Brazilian society is similar to a family. It has collective roots, and a valued history. However, I also feel that cultural values are slowly changing with each generation. Generation Y is more progressive. However, values take longer to change here than in the United States. This is also probably largely due to the fact that young people have much more respect for their parents and grandparents than in the United States.
In the U.S. it’s acceptable and perhaps even implicitly encouraged to reject your parents’ values. In Brazil, it’s completely unacceptable.
Despite advances in technology, like texts and e-mail, people still prefer to communicate on the phone or face-to-face.
Although there is fast food available, and workers are stressed at work, Brazilians still prefer to take their lunch hour, usually with their coworkers.
Of course, Gen Y in Brazil shares many cultural values with Gen Y in the states. But the traditional values, those passed on from other generations, are also important, and even sacred.
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