Millennials 101

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  • Millennials 101

    1. 1. SYRF Regional Training Institute San Francisco Millennials 101 Who they are and why it matters Neil Spears February 9, 2008
    2. 2. Who are we? <ul><li>Visit all seven posters </li></ul><ul><li>Be anonymous </li></ul><ul><li>Be honest </li></ul>
    3. 3. Purpose <ul><li>Zoomed-out view of a generation. </li></ul><ul><li>Get to know Millennials’ seven core traits. </li></ul><ul><li>Plan and organize strategically for RJ. </li></ul><ul><li>Gain transferable skills. </li></ul>
    4. 4. WARNING* <ul><li>*Generalizations ahead </li></ul>
    5. 5. Millennials <ul><li>Born between 1982 and 2002 </li></ul><ul><li>More affluent, better educated, and more ethnically diverse than any generation in recent memory </li></ul><ul><li>Hypercommunicators: Constantly in touch via cell phones, PDAs, internet, email, IM </li></ul><ul><li>Multi-taskers: Can watch TV, talk on the phone, surf the net and IM all at the same time </li></ul>Source: “Digital Kids: Who They Are, How They Learn” http://www.apple.com/education/digitalkids/
    6. 6. Generational Gap Baby Boomers Gen X Millennials 1982 2002
    7. 7. Generational Gap Baby Boomers Gen X Millennials
    8. 8. Generational Gap Baby Boomers Gen X Millennials
    9. 9. Generational Gap <ul><li>In their lifetime, AIDS has always existed. </li></ul><ul><li>President Kennedy’s assassination is as significant to them as that of Lincoln or Garfield. </li></ul><ul><li>Yugoslavia has never existed. </li></ul><ul><li>They do not care who shot J.R. and have no idea who J.R. is. </li></ul><ul><li>Bert and Ernie are old enough to be their parents. </li></ul><ul><li>Barbie has always had a job. </li></ul><ul><li>Computers have always fit in their backpacks. </li></ul>Source: Beloit College “Mindset List,” Classes of 2002-2007
    10. 10. Generational Gap
    11. 11. 7 Core Traits <ul><li>Special </li></ul><ul><li>Sheltered </li></ul><ul><li>Confident </li></ul><ul><li>Team-Oriented </li></ul><ul><li>Conventional </li></ul><ul><li>Pressured </li></ul><ul><li>Achieving </li></ul>
    12. 12. 1. Special <ul><li>“ A special child also wants to go to a special institution, where he or she will be prepared to play a special role.” </li></ul><ul><li>75% of incoming freshmen have never shared a room </li></ul><ul><li>High expectations of the college experience and services offered </li></ul><ul><li>“ The Team” - College choice is a co-purchase </li></ul><ul><li>Wants to be valued as unique, but also wants to fit-in. </li></ul>
    13. 13. 2. Sheltered <ul><li>“ From parental controls online, to ratings of video games and music, to graduated drivers licensing, to metal-detectors in schools, Millennials’ parents have sought to keep their children safe.” </li></ul><ul><li>“ Helicopter parents” </li></ul><ul><li>FERPA waiver </li></ul><ul><li>Zero-tolerance – harsh punishment for rule breakers </li></ul><ul><li>Seek Structure and Respect Authority </li></ul>
    14. 14. 3. Confident <ul><li>“ The logic of the new message is positive reinforcement: Tell teens about the great things that will happen if they make the right choice.” </li></ul><ul><li>“ RAH-RAH” spirit of campus life </li></ul><ul><li>Possibility and Opportunity </li></ul><ul><li>Generational identity and sense of collective destiny </li></ul><ul><li>90% of teens are confident and happy about the future </li></ul><ul><li>Confidence in conformity </li></ul>
    15. 15. 4. Team-Oriented <ul><li>“ Millennials love group work, cooperative activities like volunteer service, and participation in something larger than the individual.” </li></ul><ul><li>Conformity is a motivator </li></ul><ul><li>Collaboration in and out of the classroom— working in pairs or groups is key . </li></ul><ul><li>Tend to socialize in groups </li></ul>
    16. 16. 5. Conventional <ul><li>“ Millennials embrace their parents’ values…they respect their parents, share their views, and even like their music.” </li></ul><ul><li>Value mainstream ideas </li></ul><ul><li>Revere parents </li></ul><ul><li>Fashion conformists </li></ul><ul><li>Exhibit good behavior and strict adherence to the rules </li></ul>
    17. 17. 5. Conventional <ul><li>We are not seeing students who itch to plan rallies and sit-ins, rather students are eager to follow university rules about organizing </li></ul><ul><ul><li>Knowledge of college and university student organization policies </li></ul></ul><ul><ul><li>Strong emphasis on partnerships with existing organizations, including University chartered groups (Student Association, Student Activities Office) </li></ul></ul>
    18. 18. 6. Pressured <ul><li>Top two concerns of teens: </li></ul><ul><li>1974 </li></ul><ul><ul><li>Nuclear War </li></ul></ul><ul><ul><li>Stagflation </li></ul></ul><ul><li>1984 </li></ul><ul><ul><li>AIDS </li></ul></ul><ul><ul><li>Violent Crime </li></ul></ul><ul><li>1999 </li></ul><ul><ul><li>Grades </li></ul></ul><ul><ul><li>College Admissions </li></ul></ul>
    19. 19. 6. Pressured <ul><li>“ There’s a new ‘arms race’ among today’s teens, and it’s called: ‘Getting Into College.’” </li></ul><ul><li>Minimize risk and avoid failure </li></ul><ul><li>Effort + Planning = Success </li></ul><ul><li>Stressed and ambitious </li></ul><ul><li>Challenged to balance ‘building a resume’ with ‘building a life’ </li></ul>
    20. 20. 6. Pressured <ul><li>Understanding this way of life makes young adult involvement with SYRF even more precious </li></ul><ul><li>Resume/life balance plays directly to the opportunities SYRF offers including: </li></ul><ul><ul><li>Emphasis on faith or life balance </li></ul></ul><ul><ul><li>Involvement with SYRF is a great resume builder! </li></ul></ul>
    21. 21. 7. Achieving <ul><li>“ Millennials are probably the most all-around achievement-oriented teenage generation this nation, and perhaps the world, has ever seen.” </li></ul><ul><li>Expect to be held accountable </li></ul><ul><li>Anticipate rewards for their efforts </li></ul><ul><li>Value more knowledge, less creativity </li></ul><ul><li>2002 average SAT score is highest ever </li></ul>
    22. 22. 7. Achieving <ul><li>The use of contracts and other written agreements could be useful </li></ul><ul><li>Rewards and incentives for actions could include stipends, awards, and other extrinsic rewards. </li></ul>
    23. 23. 7 Core Traits <ul><li>Special </li></ul><ul><li>Sheltered </li></ul><ul><li>Confident </li></ul><ul><li>Team-Oriented </li></ul><ul><li>Conventional </li></ul><ul><li>Pressured </li></ul><ul><li>Achieving </li></ul>
    24. 24. Technology & Identity Source: Draft Brandeis Study, “Jewish Life on the American College Campus: Realities and Opportunities,” (2004), citing Sherry Turkle (1995) “ For contemporary college students, identity is multiple and distributed like a set of ‘windows’ on a computer screen, and being Jewish is just one among many self identities.” The integration of technology into daily life translates well into Millennials’ identity.
    25. 25. Religion Source: “OMG! How Generation Y is Redefining Faith in the iPod Era.” - 4/11/05. <ul><li>Possible implications for religion: </li></ul><ul><ul><li>Individualized world views </li></ul></ul><ul><ul><li>Lack of interest in traditional religious institutions </li></ul></ul><ul><ul><li>Emphasis on diversity </li></ul></ul><ul><li>They have a “genuine attachment to religious life,” but are “more disconnected from traditional denominations than their older counterparts … [and] favor more informal ways to practice their faith as opposed to attending services, classes, or formal activity.” </li></ul>
    26. 26. Religion <ul><li>Opportunities for SYRF: </li></ul><ul><ul><li>Emphasis on diversity means SYRF’s interfaith approach is especially attractive </li></ul></ul><ul><ul><li>Focus on “spiritual” as opposed to “observant” or “religious” is important </li></ul></ul><ul><li>“ Favor more informal ways to practice their faith” </li></ul><ul><ul><li>This could be an involvement with SYRF activities! </li></ul></ul><ul><ul><li>Discovery of faith through learning about each tradition’s views on reproductive justice </li></ul></ul>
    27. 27. What does it all mean? <ul><li>Millennials “rebel” by conforming </li></ul><ul><li>They are pressured and high achievers </li></ul><ul><ul><li>Looking to build their resumes </li></ul></ul><ul><ul><li>Want to volunteer </li></ul></ul><ul><li>Favor informal and spiritual approaches to religion </li></ul><ul><li>By leveraging Millennials’ seven core traits, YOU can reach Millennials in unprecedented ways </li></ul>
    28. 28. What does it all mean? <ul><li>Millennials “rebel” by conforming </li></ul><ul><li>They are pressured and high achievers </li></ul><ul><ul><li>Looking to build their resumes </li></ul></ul><ul><ul><li>Want to volunteer </li></ul></ul><ul><li>Favor informal and spiritual approaches to religion </li></ul><ul><li>7 Core Traits </li></ul><ul><li>Special </li></ul><ul><li>Sheltered </li></ul><ul><li>Confident </li></ul><ul><li>Team-Oriented </li></ul><ul><li>Conventional </li></ul><ul><li>Pressured </li></ul><ul><li>Achieving </li></ul>
    29. 29. Thank you <ul><li>Neil Spears </li></ul><ul><li>[email_address] </li></ul>

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