Prevailing Generation Types Part 2

Prevailing Generation Types Part 2

Insights from ‘iBosses: The Rise of Gen y Entrepreneurs – The Momentum Behind the New Age of Entrepreneurs’

Heroic Type

The heroic generation type is essentially grounded on power (Howe & Strauss, 2000). As children, they were nurtured in a tightened environment but eventually evolved into a more relaxed type of nurturing as they entered young adulthood. In mid-adulthood, their attitude is energetic. Their leadership style is grand and inclusive. People often perceive members of this generation type as busy and confident. Their positive characteristics are rational and competent. Overboldness, insensitivity, and being unreflective are some of the possible negative characteristics of this type.


英雄型重视权力(Howe & Strauss,2000年),小时候父母的管教严厉,青年时则较为宽松。步入中年,他们充满干劲、领导力强,而且包容别人。他们通常生活忙碌、充满自信,理性而能干,但也过于鲁莽、冷漠、粗心大意。

Artistic Type

The artistic generation type is the adaptive group. Their generation type is based on love (Howe & Strauss, 2000). In childhood, they are nurtured in an overprotective environment, then eventually progress into an under-protective environment. In mid-adulthood, they are considered experimental. Their leadership style can be described as pluralistic and flexible. People who belong in this group are caring and open-minded. However, they can also be indecisive and have a tendency to be guilt-ridden.


文艺型的适应力强,重视感情(Howe & Strauss,2000年),小时候被父母过度保护,随着年龄增长,管教也变得宽松。步入中年,他们勇于尝试,领导风格灵活多变,而且关心别人,思想开明,但也优柔寡断,并有自责倾向。

Historians have primarily developed generational theory (Seung-Bum & Guy, 2006). In the late 1980s and early 1990s, Strauss and Howe worked on generational dynamics based on the changes that occurred in Anglo-American history. The work of Strauss and Howe on generational dynamics has been significant in the fields of marketing and communication to understand how to communicate with a particular generation (Brooks, 2006).

世代理论主要由历史学家建立(Seung-Bum & Guy, 2006年),在八十年代末至九十年代初,Strauss和Howe根据英美历史上出现的转变研究世代动态学,研究结果对市场营销和传讯方面影响深远,有助了解与某代人沟通的方法(Brooks,2006年)。

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