Baby Boomers (born between 1945 – 1964) and Gen X (born between 1965 – 1981)

Generation X includes those born between 1965 and 1981, during the reconstruction of Europe after the war. Their life has not been easy, since, after a period of upheaval, finding a job was a great challenge. To work and produce was their philosophy of life, leaving no room for idealism. Individualism, ambition and an addiction to work – or being a workaholic – are the values with which they grew up.

The parents of this generation had the worst part: they lived through the postwar period. They are the Baby Boomers – born between 1945 and 1964 – and they are called this because they were born during the baby boom, the period in which the birth rate shot up in a number of Anglo-Saxon countries, above all the United States, Canada and New Zealand, after the end of the Second World War.

This generation was to be envied as they experienced all that young people would have wanted to at that time. They saw how John Lennon, Paul McCartney, George Harrison and Ringo Starr came together to form The Beatles in 1962. They also experienced the landing of a man on the moon (1969), the soccer players Pelé and Maradona at their best and the fall of the Berlin Wall on 9 November 1989.

They went through the entire period of technological evolution and the rise and development of the media, as well as enjoying stability in terms of both work and family and being active both physically and mentally. In spite of having adapted to a technologically advanced world, they are less dependent on smartphones than the next generations

Gen Y/Millennials (born between 1982 – 1994)

The revolution was shaped by the Millennials or Generation Y. Also known as digital natives, Millennials are those born between 1982 and 1994 and technology is part of their everyday lives: all their activities are mediated by a screen. The concept of "on and off" is completely integrated into their lives. However, they were not born into it; they migrated to the digital world from the analogue one in which they were living.

Unlike previous generations, because of the economic crisis, the world requires them to be better trained to get a job, as competition is increasing. Unlike their parents, Generation X, digital natives are not satisfied with the world around them and are ambitious and want to achieve their goals.

However, the Millennial generation is labelled as being lazy, narcissistic and spoilt. In fact, in 2014, Time Magazine labelled them as the "me-me-me" generation.