User:DLBY/concept/Gen E

Background
The term Generation Einstein comes from the book: "Generation Einstein: smart, social and superfast" by Jeroen Boschma. The first version was published in Holland in 2006 and it was written together with Inez Groen. The book won the PIM Marketing Literature Prize for 2006. This book characterize the first generation of young people since the Second World War by their positive qualities, they are – amongst other things – socially minded, co-operative, bright, and involved. Certain big historical events make an enormous mark on people in their formative years of adolescence. For instance, the Silent Generation was heavenly shaped by the Second World War, the Baby Boom Generation by the Counterculture of the 1960s, Generation X by the economic crisis in the ‘80s.

Generation Einstein is growing up in and being shaped by the 24/7 commercialized information society.

School and learning
Schools are often being confronted with motivational problems and pupils who drop out early, as well as increasing discipline problems and pupils who no longer listen to their teachers. Jeroen Boschma and Inez Groen refer in their book to the theory of Alex van Emst as described in "Buy a car at the scrap yard: Paradigm shift in education", as a solution of taking all types of pupil of all abilities. All these individual differences require separate approaches. For Generation Einstein a new type education is needed: Van Emst new learning. In this theory, the teacher has to assume a new role, one in which the subject content is no longer the main focus and they act more as a coach.

Generation Einstein is influenced by multiple social trends. There is increased pressure to succeed, all kinds of new teaching are being tested at schools and Generation Einstein learns differently. They choose their own authorities and learn in networks: Via friends, acquaintances, wherever the knowledge is. They learn in images and can channel-hop meaningfully. This is why Jeroen Boschma and Inez Groen named this generation after the theoretical physicist, Albert Einstein. They refer to his creative way of thinking.

Their identity
The cognitive needs, if it comes to their thinking, of Generation Einstein are changing. This generation can cope with more and they are thinking about what could be. Thus, they become fixed solely on themselves, their position of the world and their opinion about it. Generation Einstein is considered to be creative, and are interested in solving problems; this often includes the problems of others. They feel a closeness to other people, and generally appreciate life. All of these qualities are characteristics of Maslow's concept about self-actualization.

Generation Einstein today

 * Social: Value family ties and consider friendship very important
 * Socially involved: Are concerned about the world and have heated discussions about it.
 * Functional: Have grown up with quality and therefore expect nothing less. They compare products with one another.
 * Loyal: They look for real friends, connections, contacts and family is very important.
 * Intimacy: They look for intimacy. To be with friends, family or at regional events or newspapers are popular.
 * Practical: Are used to being able to find everything quickly and easily, everything has to be handy, functional and fast.
 * Media smart: They understand advertising, marketing and communication. Advertising is not rejected, but they do know what the underlying strategies are.

Maslow

 * http://www.mentalfloss.com/blogs/archives/6824
 * http://donthorson.typepad.com/don_thorson/2006/10/youtube_maslow_.html
 * http://jeeeva.blogspot.com/2007/05/on-maslows-pyramid-and-mosquitoes.html
 * http://brand.blogs.com/mantra/2006/04/maslow_branding.html