Millennials 101

Slide 1: SYRF Regional Training Institute San Francisco Millennials 101 Who they are and why it matters Neil Spears February 9, 2008

Slide 5: Millennials • Born between 1982 and 2002 • More affluent, better educated, and more ethnically diverse than any generation in recent memory • Hypercommunicators: Constantly in touch via cell phones, PDAs, internet, email, IM • Multi-taskers: Can watch TV, talk on the phone, surf the net and IM all at the same time Source: “Digital Kids: Who They Are, How They Learn” http://www.apple.com/education/digitalkids/ © 2008 SYRF and Neil Spears

Slide 9: Generational Gap • In their lifetime, AIDS has always existed. • President Kennedy’s assassination is as significant to them as that of Lincoln or Garfield. • Yugoslavia has never existed. • They do not care who shot J.R. and have no idea who J.R. is. • Bert and Ernie are old enough to be their parents. • Barbie has always had a job. • Computers have always fit in their backpacks. Source: Beloit College “Mindset List,” Classes of 2002-2007 © 2008 SYRF and Neil Spears

Slide 12: 1. Special “A special child also wants to go to a special institution, where he or she will be prepared to play a special role.” • 75% of incoming freshmen have never shared a room • High expectations of the college experience and services offered • “The Team” - College choice is a co-purchase • Wants to be valued as unique, but also wants to fit-in. © 2008 SYRF and Neil Spears

Slide 13: 2. Sheltered “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.” • “Helicopter parents” • FERPA waiver • Zero-tolerance – harsh punishment for rule breakers • Seek Structure and Respect Authority © 2008 SYRF and Neil Spears

Slide 14: 3. Confident “The logic of the new message is positive reinforcement: Tell teens about the great things that will happen if they make the right choice.” • “RAH-RAH” spirit of campus life • Possibility and Opportunity • Generational identity and sense of collective destiny • 90% of teens are confident and happy about the future • Confidence in conformity © 2008 SYRF and Neil Spears

Slide 15: 4. Team-Oriented “Millennials love group work, cooperative activities like volunteer service, and participation in something larger than the individual.” • Conformity is a motivator • Collaboration in and out of the classroom— working in pairs or groups is key. • Tend to socialize in groups © 2008 SYRF and Neil Spears

Slide 16: 5. Conventional “Millennials embrace their parents’ values…they respect their parents, share their views, and even like their music.” • Value mainstream ideas • Revere parents • Fashion conformists • Exhibit good behavior and strict adherence to the rules © 2008 SYRF and Neil Spears

Slide 17: 5. Conventional • We are not seeing students who itch to plan rallies and sit-ins, rather students are eager to follow university rules about organizing – Knowledge of college and university student organization policies – Strong emphasis on partnerships with existing organizations, including University chartered groups (Student Association, Student Activities Office) © 2008 SYRF and Neil Spears

Slide 19: 6. Pressured “There’s a new ‘arms race’ among today’s teens, and it’s called: ‘Getting Into College.’” • Minimize risk and avoid failure • Effort + Planning = Success • Stressed and ambitious • Challenged to balance ‘building a resume’ with ‘building a life’ © 2008 SYRF and Neil Spears

Slide 20: 6. Pressured Understanding this way of life makes young adult involvement with SYRF even more precious • Resume/life balance plays directly to the opportunities SYRF offers including: – Emphasis on faith or life balance – Involvement with SYRF is a great resume builder! © 2008 SYRF and Neil Spears

Slide 21: 7. Achieving “Millennials are probably the most all-around achievement- oriented teenage generation this nation, and perhaps the world, has ever seen.” • Expect to be held accountable • Anticipate rewards for their efforts • Value more knowledge, less creativity • 2002 average SAT score is highest ever © 2008 SYRF and Neil Spears

Slide 22: 7. Achieving • The use of contracts and other written agreements could be useful • Rewards and incentives for actions could include stipends, awards, and other extrinsic rewards. © 2008 SYRF and Neil Spears

Slide 24: Technology & Identity The integration of technology into daily life translates well into Millennials’ identity. “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.” Source: Draft Brandeis Study, “Jewish Life on the American College Campus: Realities and Opportunities,” (2004), citing Sherry Turkle (1995) © 2008 SYRF and Neil Spears

Slide 25: Religion • Possible implications for religion: – Individualized world views – Lack of interest in traditional religious institutions – Emphasis on diversity • 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.” Source: “OMG! How Generation Y is Redefining Faith in the iPod Era.” - 4/11/05. © 2008 SYRF and Neil Spears

Slide 26: Religion • Opportunities for SYRF: – Emphasis on diversity means SYRF’s interfaith approach is especially attractive – Focus on “spiritual” as opposed to “observant” or “religious” is important • “Favor more informal ways to practice their faith” – This could be an involvement with SYRF activities! – Discovery of faith through learning about each tradition’s views on reproductive justice © 2008 SYRF and Neil Spears

Slide 27: What does it all mean? • Millennials “rebel” by conforming • They are pressured and high achievers – Looking to build their resumes – Want to volunteer • Favor informal and spiritual approaches to religion • By leveraging Millennials’ seven core traits, YOU can reach Millennials in unprecedented ways © 2008 SYRF and Neil Spears

Slide 28: What does it all mean? • Millennials 7 Core Traits “rebel” by conforming • Special • They are • Sheltered pressured and high achievers • Confident – Looking to build their resumes • Team-Oriented – Want to • Conventional volunteer • Favor informal • Pressured and spiritual • Achieving approaches to religion © 2008 SYRF and Neil Spears

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