The way of sharing information by social network creates a group of individuals more concerned with concepts such as collaborative economy, environment-friendly purchase and sustainability. Generation Z was born in the current technology, they are more adaptive and cannot live without a smartphone and social media. They are considered functional consumers, used to find what they wish in a fast and easy manner and transfer this situation to other aspects of life. Individuals of the generation Y, or the millennials, were born in a digital world and are used to social media and the Internet. This generation was the first to be raised in a mass consumerism culture, generating an enormous impact in the next generation. The generation X was born in the oil economical crisis, in a position of dissatisfaction and apathy due to the exhaustion of alternatives to capitalism. An idealistic generation that defied the ongoing social, political and cultural establishments, with movements such as anti-consumerism and feminism. The baby boomers are part of a post-war generation that were born in a period of increased birth rate and economical growth, allowing greater expenditure. The four generations of this century are classified as: (a) baby boomers, from 1943 to 1960 (b) generation X, from 1961 to 1981 (c) the millennials, or generation Y, from 1982 to 2004 and (d) generation Z from 2005 to the present. According to this theory, an 80-year cycle is crucial, when every four generations is associated to a crisis that impacts the ongoing social order and creates a new one.
The Strauss-Howe generation theory describes a recurrent cycle of same-aged groups with specific behavior patterns that change every 20 years. The Americans William Straus, author and playwright, and Neil Howe, historian, published in 1991 the book “Generations: The history of America’s future, 1584 to 2069” 1, in which they proposed the idea that generations influence society.
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