The JASP Generation: Young, But Well Prepared

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In the 90s of the 20th century, a well-known car brand forged the acronym JASP to advertise Renault Clio, the model for "Jóvenes Aunque Sobradamente Preparados," which translates as "young, but well prepared." The publicity strategy was to penetrate a market of young people with extensive training. The success of the advertisement popularized these acronyms throughout Spain.

The label "JASP generation" came from the Renault Clio slogan to characterize and designate the young people of the early 90s. Then, the media and sociologists began to use this neologism to define the "better-educated generation of the history of Spain." Since then, the term has been repeated and used without distinction.

The slogan was directed back then to the people around 25. At that time, most of them spoke several languages, had traveled a lot, and were academically well-prepared. They faced their entrance into the labor market (amid the crisis of the 90s). They were born more than a decade after the baby boomers, from 1960 to 1980. In their younger years, they were the target audience of the MTV television channel. They were also the first to play Pinball. The new technologies – still very rudimentary – began to configure a generation that had already marked the end of the century and a break with the previous.

The JASPs of the '90s are the generation Z of today. Centennials, the first fully digital generation. They were born between two centuries; between 1995 and 2010, they witnessed the 2008 crisis. Although they did not suffer as much as millennials, the crisis influenced their world vision. They grew up with a different mentality without expecting, for example, a permanent life job, making them more entrepreneurial and creative.

The JASP generation was the first to experience a tremendous technological change in their own skin. The end of the analogy, the beginning of the digital age, and the arrival of the internet. They experienced all these changes in adulthood. Consequently, they were not too young to be unaware of the change, nor too old.

Today, the youth is leading a paradigm shift in consumer habits and political activism, with greater citizen involvement. They are co-creators of our future; although they have difficulty, they emerge with force. They are the strength of future politics, and our future representatives will emerge from them.

Characteristics Attributed to the JASP Generation

-Forced by the reality of their financial situation, they took longer to fly from the family nest. Therefore, most did not become parents until they were 30 years old.

-They prefer living with their partner instead of getting married.

-The main factor that motivates them is the fact of being their own boss. They also want to fulfill their wish of self-realization and return to the labor market.

-The interaction with the strength of the youngest has forced them to keep an open mind to new ideas.

-They are among the most socially committed generations concerned about the environment or equality.

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-They are committed to specific causes and defend them from their community and possibilities.

-With their world vision, they create formulas to express their political activism.

-Their commitment is transversal, and their ability to generate content has contributed to new ways of earning a living and new digital professions such as streamers or YouTubers. It is not possible, therefore, to advance without them.