Nah Gen Y

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Characteristics, trends, and preferences that define Generation Y

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Nah Gen Y

  1. 1. GenY: Who are you?
  2. 2. * Pew Internet & American Life Project www.pewinternet.org Key Events Copyright 2008 www.MillennialGeneration.org
  3. 3. ASSASINATION OF JOHN LENNON 1980
  4. 4. REAGANOMICS 1981
  5. 5. THE FUTURE IS BOTH ALLURING AND FRIGHTENING 1982
  6. 6. 1983
  7. 8. 1985
  8. 9. 1986
  9. 10. 1987
  10. 11. 1988
  11. 12. BERLIN WALL FALLS 1989
  12. 13. GULF WAR 1990
  13. 14. 1991
  14. 15. 1992 RIOTS L.A.
  15. 16. WACO SIEGE AND FIRST WORLD TRADE CENTER BOMBING 1993
  16. 17. 1994 LOS ANGELES EARTHQUAKE NANCY KERRIGAN ATTACKED
  17. 18. 1995 OKLAHOMA BOMBING AND OJ SIMPSON MURDER TRIAL
  18. 19. 1996
  19. 20. PRINCESS DIANA DIES 1997
  20. 21. 1998 PRESIDENT CLINTON AND THE LEWINSKY SCANDAL
  21. 22. COLUMBINE MASSACRE 1999
  22. 23. <ul><li>SUPREME COURT DECIDES ‘ </li></ul><ul><li>ELECTION </li></ul>
  23. 24. 9/11/2001
  24. 25. IRAQ WAR 2002
  25. 26. COLUMBIA IS LOST 2003
  26. 27. TSUNAMI 2004
  27. 28. KATRINA 2005
  28. 29. 2006 GENOCIDE IN DARFUR
  29. 30. VIRGINIA TECH SHOOTINGS 2007
  30. 31. ELECTION OF OBAMA 2008 MASSIVE ECONOMIC DOWNTURN
  31. 32. INFORMATION EXPLOSION
  32. 33. MULTICULTURALISM
  33. 34. GLOBAL WARMING
  34. 35. POSSIBILITY OF GLOBAL PANDEMIC
  35. 36. Generations Each generation is not a linear extension of the one before Each generation is shaped by the events and culture into which it is born Each generation approaches life stages in different ways
  36. 37. Copyright 2008 www.MillennialGeneration.org
  37. 38. Who are the Silent Generation? <ul><li>Introspective, intellectual, suffocated children of war and depression </li></ul><ul><li>Famous Silents: Colin Powell, Walter Mondale, Woody Allen, Martin Luther King, Jr., Sandra Day O’Connor, Elvis Presley </li></ul><ul><li>Stuck between the get-it-done G.I.s and the self-absorbed Boomers </li></ul>
  38. 39. Post Depression FDR Social Security World War II First Computer Pearl Harbor Korean War The American Dream The Silent-Traditionalists Generation
  39. 40. Who are Boomers? <ul><li>Defining events include the birth of television, the Civil Rights Movement, and fiscal prosperity </li></ul><ul><li>Also deaths of President Kennedy, Bobby Kennedy, and Dr. Martin Luther King; the Vietnam war and related protests; and the Watergate scandal </li></ul><ul><li>Boomers value health and wellness, personal growth, and involvement </li></ul>
  40. 41. Civil Rights JFK Cuban Missile Crisis Vietnam Xerox Copier Moon Landing Woodstock Women’s Lib. Baby Boomers
  41. 42. Who are Gen-Xers? <ul><li>Characterized by an economic and psychological &quot;survivor&quot; mentality </li></ul><ul><li>Grew up very quickly amid rising divorce rates, latchkeys, violence and low expectations </li></ul><ul><li>The Challenger explosion, AIDS, hostage crises, Desert Storm, Nike (“Just Do It!”) </li></ul><ul><li>Independent, skeptical of authority, cautious in their commitments </li></ul>
  42. 43. Energy Crisis Watergate First PC’s Corporate Layoffs John Lennon’s Murder The Challenger Disaster Exxon Valdez Fall of The Berlin Wall Aids Generation X
  43. 44. Gen Y – Who are they? <ul><li>Born between 1980 – 2000 </li></ul><ul><li>Millennials, Echo Boomers, Internet Generation </li></ul><ul><li>68 million strong </li></ul><ul><li>Focus of enormous media attention. </li></ul><ul><li>Myths about Gen Y </li></ul><ul><ul><li>Slackers, lazy and unmotivated </li></ul></ul>
  44. 45. Millennials: Defining Events <ul><li>Columbine </li></ul><ul><li>War in Kosovo </li></ul><ul><li>Oklahoma City Bombing </li></ul><ul><li>Princess Diana’s Death </li></ul><ul><li>Clinton Impeachment Trial </li></ul><ul><li>OJ Simpson Trial </li></ul><ul><li>Rodney King Riots </li></ul><ul><li>Lewinsky Scandal </li></ul><ul><li>Fall of Berlin Wall </li></ul><ul><li>McGuire-Sosa Homerun Derby </li></ul><ul><li>9-11 </li></ul><ul><li>Iraq War & Peace-Keeping Mission </li></ul>
  45. 46. Gen Y Experience Base <ul><li>Ctrl + Alt + Del is as basic as ABC </li></ul><ul><li>They have never been able to find the ‘return’ key </li></ul><ul><li>Computers have always fit in their backpacks </li></ul><ul><li>They have always had a personal identification number </li></ul><ul><li>Photographs have always been processed in an hour or less </li></ul><ul><li>Gas has always been unleaded </li></ul><ul><li>Bert and Ernie are old enough to be their parents </li></ul> ― Beloit College, 2003, 2004 Courtesy of D. Oblinger
  46. 47. Characteristics of Gen Y <ul><li>Techno-savvy </li></ul><ul><li>Self-confident </li></ul><ul><li>Optimistic </li></ul><ul><li>Independent </li></ul><ul><li>Determined </li></ul><ul><li>Goal oriented </li></ul><ul><li>Success driven </li></ul><ul><li>Diverse </li></ul><ul><li>Service oriented </li></ul><ul><li>Entrepreneurial </li></ul><ul><li>Collaborative </li></ul><ul><li>Resourceful </li></ul><ul><li>Innovative thinkers </li></ul><ul><li>Love a challenge </li></ul>
  47. 48. 7 Characteristics of Millennials (Howe and Strauss)
  48. 49. Values Get along with their parents Source: Millennials Rising: the Next Great Generation. 96% Think it is cool to be smart 80% 75% Share their parents values
  49. 50. The Millennials <ul><li>Values of Millennials . . . </li></ul><ul><li>96% get along with their parents </li></ul><ul><li>75% share their parents’ values </li></ul><ul><li>78% believe religion is important </li></ul><ul><li>60% engage in community service </li></ul><ul><li>80% think it is cool to be smart </li></ul>Source: Millennials Rising, the Next Great Generation, Neil Howe & William Strauss
  50. 51. <ul><li>… don’t like being passive recipients of information </li></ul><ul><li>… do like trial and error </li></ul><ul><li>… do like to learn from each other </li></ul><ul><li>… don’t like formal instruction </li></ul><ul><li>… do like to be engaged and entertained; competition is very engaging for them </li></ul><ul><li>(Carter and Simmons 2007) </li></ul>Organic Library Symposium July 2008
  51. 52. Major Influencing Factors <ul><li>Their parents </li></ul><ul><li>The self-esteem movement </li></ul><ul><li>The customer service movement </li></ul><ul><li>Gaming and technology </li></ul><ul><li>Casual communication </li></ul>
  52. 53. Baby Boomer Parents have been their Biggest Cheerleaders <ul><li>Millennials expect and need praise. </li></ul><ul><li>Will mistake silence for disapproval. </li></ul><ul><li>Millennials expect feedback. </li></ul>
  53. 54. Focus on Self-esteem <ul><li>This generation was the center of the “self-esteem” movement. </li></ul><ul><li>9,068 books were written about self-esteem and children during the 80s and 90s (there were 485 in the 70s). </li></ul>
  54. 55. Gen Y’s: Heroes <ul><li>Michael Jordan </li></ul><ul><li>Princess Diana </li></ul><ul><li>Mark McGwire, Sammy Sosa </li></ul><ul><li>Mother Teresa </li></ul><ul><li>Bill Gates </li></ul><ul><li>Kerri Strug </li></ul><ul><li>Tiger Woods </li></ul><ul><li>Christopher Reeves </li></ul>
  55. 56. Digital Natives … <ul><li>Rapid access to information from multiple sources </li></ul><ul><li>Multi-tasking </li></ul><ul><li>Multi-media over text </li></ul><ul><li>Random access to information </li></ul><ul><li>Networked interactions with multiple people </li></ul><ul><li>Just-in-time learning </li></ul><ul><li>Immediate rewards </li></ul><ul><li>Relevant, useful, fun learning </li></ul>
  56. 57. Copyright 2008 www.MillennialGeneration.org <ul><li>Lecturing is the least effective teaching strategy to use to create a positive learning environment for the millennial student. Yet, lecturing still is the preferred teaching strategy. </li></ul><ul><ul><ul><li> Augustine Nicoletti and William Merriman </li></ul></ul></ul><ul><ul><ul><li>Momentum </li></ul></ul></ul>
  57. 58. What do Gen Y students like? <ul><li>Creativity – give them opportunities </li></ul><ul><li>Multimedia formats </li></ul><ul><li>Varied class activities (short segments) </li></ul><ul><li>Engagement with materials </li></ul><ul><li>Engagement with the world </li></ul><ul><li>Self help </li></ul><ul><li>Immediacy </li></ul><ul><li>Collaboration </li></ul>
  58. 59. Millennials Want to Learn <ul><li>With technology </li></ul><ul><li>With each other </li></ul><ul><li>Online </li></ul><ul><li>In their time </li></ul><ul><li>In their place </li></ul><ul><li>Doing things that matter (most important) </li></ul>Source: Achievement and the 21 st Century Learner.
  59. 60. Online learning “whenever and wherever”… GenY values choice and independence in learning:
  60. 61. However, they are also highly collaborative, and shine in team projects and group learning.
  61. 62. Millennials are Team-Oriented <ul><li>“ Millennials” like to congregate” (DeBard) </li></ul><ul><li>They enjoy (expect?) to learn, deliver presentations, and get graded in groups </li></ul><ul><li>Activities in teams throughout childhood </li></ul><ul><li>Constant connections with peers through cell phones, text messaging, and MySpace & Facebook </li></ul>
  62. 63. Today’s Learners <ul><li>Digitally literate </li></ul><ul><li>Mobile </li></ul><ul><li>Always on </li></ul><ul><li>Experiential </li></ul><ul><li>Social </li></ul>Courtesy of D. Oblinger
  63. 65. Key Assets Copyright 2008 Kanna Hudson, www.MillennialGeneration.org <ul><li>Technologically fluent </li></ul><ul><li>Savvy consumers of products, education, and more </li></ul><ul><li>Well-educated and goal-oriented </li></ul><ul><li>Efficient multi-taskers </li></ul>
  64. 66. Key Challenges Copyright 2008 Kanna Hudson, www.MillennialGeneration.org <ul><li>Less mature </li></ul><ul><li>Difficulty communicating through traditional channels; dislike reading and writing </li></ul><ul><li>Difficulty focusing on one activity at a time </li></ul><ul><li>Impatient; different timeframe </li></ul>
  65. 67. Key Issues Copyright 2008 www.MillennialGeneration.org <ul><li>39% of people under 18 are people of color (compared to 28% 18+) (Census 2000) </li></ul><ul><li>20% of Millennials have at least one parent who is an immigrant </li></ul><ul><li>More than previous generations, Millennials see race beyond black and white </li></ul>
  66. 68. What have Mils learned? <ul><li>Consumerism: </li></ul><ul><ul><li>short-term convenience and expediency over long-term investment of time and effort (will compromise on quality to save time and effort) </li></ul></ul><ul><ul><ul><li>As a result, students will convince themselves that they are fulfilling all of their research needs by using the Web </li></ul></ul></ul><ul><li>Superficiality: </li></ul><ul><ul><li>Outward appearances emphasized over underlying mechanisms or meanings </li></ul></ul><ul><ul><ul><li>Will use a Web site without questioning authorship, depth of information, validity of content, etc. </li></ul></ul></ul><ul><ul><ul><li>Computer literacy = Information literacy </li></ul></ul></ul>
  67. 69. A Case in Point – Navy Military Recruiting Website, Navy.com <ul><ul><li>Navy.com directly targets Generation Y with Live Chat, simulation games, downloads such as wallpaper, videos, screensavers </li></ul></ul><ul><ul><li>The website has created a brand image with the slogan “Accelerate Your Life” </li></ul></ul><ul><ul><li>Navy.com demonstrates possible career paths, gives testimonials and day in the life scenarios </li></ul></ul><ul><ul><li>Navy.com are the first two links that appear when one searches for “Navy jobs.” </li></ul></ul>
  68. 75. What’s in a Name? Digital Natives, Millennials, Net Generation Marilyn Puchalski Engagement Institute
  69. 76. They are used to MULTITASKING <ul><li>They don’t sit quietly to do homework </li></ul><ul><li>Can do homework, surf the net, IM friends, chat on the phone, and watch TV all at the same time </li></ul><ul><ul><li>They respond well to the use of more than one mode of delivery at a time </li></ul></ul><ul><ul><li>Neuroplasticity- their brains are flexible because they’ve been flexed </li></ul></ul><ul><ul><li>Use more than one method of delivery to enhance retention </li></ul></ul>Courtesy of D. Oblinger
  70. 77. Teen’s web use <ul><li>100% use the Internet to seek information on colleges, careers and jobs </li></ul><ul><li>74% of teens use IM as a major communication vehicle vs. 44% of online adults </li></ul><ul><li>54% of students (grades 7-12) know more IM screen names than home phone numbers </li></ul><ul><li>The Internet is a primary communication tool </li></ul><ul><ul><li>81% email friends and relatives </li></ul></ul><ul><ul><li>70% use instant messaging to keep in touch </li></ul></ul><ul><ul><li>56% prefer the Internet to the telephone </li></ul></ul>– Lenhart, Simon & Graziano, 2001; NetDay, 2003 Courtesy of D. Oblinger
  71. 78. Are you a Net Gen type? <ul><li>How do you write most documents? long-hand or at a keyboard? </li></ul><ul><li>Are you constantly connected? Laptop? PDA? Cell phone? </li></ul><ul><li>How many windows are typically open on your computer? </li></ul><ul><li>Are you a multitasker? </li></ul><ul><li>Do you play video or computer games? </li></ul><ul><li>Do you download music? </li></ul><ul><li>Does your cell phone have a camera? </li></ul><ul><li>Do you prefer immediate responses or are you content to wait? </li></ul>Courtesy of D. Oblinger
  72. 79. Work and Generation Y Characteristics <ul><li>In the workplace, it is expected that Generation Y employees: </li></ul><ul><ul><li>May change jobs and possibly careers more often than preceding generations (according to Fedscope, Generation Y Navy civilians voluntarily separate in larger percentages of age group than any other age-group) </li></ul></ul><ul><ul><li>Place more emphasis on corporate social responsibility </li></ul></ul><ul><ul><li>Solicit and benefit from more frequent feedback </li></ul></ul><ul><ul><li>Use different communication styles and mechanisms </li></ul></ul><ul><ul><li>Engage in more social networking </li></ul></ul>Generation Y members have many more job options than Generation X people had 10 years ago, and Gen Y is more sophisticated in sorting through those options
  73. 80. Gen Y Values <ul><li>Optimism </li></ul><ul><li>Civic duty </li></ul><ul><li>Confidence </li></ul><ul><li>Ambition/ achievement </li></ul><ul><li>Tradition </li></ul><ul><li>Education </li></ul><ul><li>Idealism </li></ul><ul><li>Fun </li></ul><ul><li>Diversity </li></ul>
  74. 81. Resources <ul><li>Marc Prensky </li></ul><ul><ul><li>http://www.marcprensky.com/writing/ </li></ul></ul><ul><li>Millennials Rising http://www.williamstrauss.com/ </li></ul><ul><li>Educause Learning Initiative </li></ul><ul><ul><li>http://www.educause.edu/eli </li></ul></ul><ul><li>ECAR Key Findings </li></ul><ul><ul><li>http://www.educause.edu/LibraryDetailPage/666?ID=EKF0607 </li></ul></ul>

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