Features of value orientations of generations Y and Z

The article presents the results of an empirical study of the value orientations of representatives of two generations — generations Y and Z. As a hypothesis, the authors assume that the values of representatives of different generations are different. To proove the hypothesis, in addition to general theoretical methods in the study, the method of S. Schwartz was used, the results were processed using the Mann-Whitney statistical test and Spearman's rank correlation. The articlerevealed that for generation Y, the leading values are achievement, hedonism and security. It is important for them to achieve results and social approval. The leading values of generation Z are hedonism, independence, achievement. It is important for them to feel safe, need new life sensations and feel power. For Y generation people, the values of achievement and universalism, security and conformity are interconnected. For generation Z, the values of power and achievement, independence and hedonism, independence and universalism, independence and kindness, universalism and kindness are interconnected. The results obtained can be used in the framework of psychological counseling and family counseling, when conducting marketing research, as well as in the psychology of mass communications.