Each Generation Rebels against the elder-built world and against the generation before it. (Think X>Boomer and Millennial>X)Redirects society towards its own inclinations.
Each Generation 1. Solves the problems facing the prior youth generation (Millennial>X)2. Corrects for the behavioral excess it perceives incurrent midlife generation (Millennial>Boomer) 3. Fills the social role being vacated by the departing elder generation (Millennials>G.I.)
Each GenerationIs shaped by their surroundings and by the generations with which they interact.While being born becomes history, and as they age they make history.
Types of History Social Moment - a brief period of time when people perceive historical events to radically alter their social environments.1. Secular Crisis - when society focuses on reordering the outer world of institutions and social behavior. 2. Spiritual Awakening - when society focuses on changing the inner world of values and personal behavior.
Repeating in America 1. Idealist (Boomer)- encounters a spiritual awakening in rising adulthood and a secular crisis entering elderhood. 2. Reactive (X) - encounters a spiritual awakening entering youth, and a secular crisis entering midlife. 3. Civic (GI; Millennial)- encounters a secular crisis entering rising adulthood, and a spiritual awakening entering elderhood.4. Adaptive (Silent; Homeland)- encounters a secular crisis entering youth, and a spiritual awakening entering midlife.
“Applications and yield numbers are down” NACAC Study, October 2010 “Loan crisis goes to college.” CNN Money.com, May 2010“College loans are the new subprime crisis” New York Times, June 2010
“A generation that can sneakily trump boomer X narcissism and millennial entitlement.” Jeff Gordiner, “X Saves the World: How Generation X Got the Shaft but Can Still Keep Everything from Sucking”
About Generation XBorn and raised as independent latch-key kids. Sexual Revolution, Watergate, Vietnam, Gay Rights, High Divorce Rate, Recession and Woman’s Movement peppered their youth.Demonized by Hollywood: Rosemary’s Baby, TheExorcist, Taxi Driver, Pretty Baby and The Omen.
About Generation XBetrayed by social institutions in their youth. Boomer envy. Pragmatic. To the point. Playing to win by half expecting to lose.Proud of their ability to cut through the hype.
About Generation XBecoming cautious in family life and gradually mellowing in personality. Dedicated to starting and maintaining stable families, something their Silent generation parents did not.
MillennialLargest, most wanted, most watched over andmost diverse generation in American history. Howe and Strauss “Millennials Rising”
3.6Average birthrate of Millennials (in millions) Howe and Strauss “Millennials Rising”
76 Million Millennials(vs. 72 million Boomers and 42 million Xers) Howe and Strauss “Millennials Rising”
$50kParents willing to pay for an ovum from anattractive, high IQ, female at a top university Howe and Strauss “Millennials Rising”
50% Increase in amount of stuff in weight inaverage American homes vs. 20 years ago US News and World Report, 2008
87%College freshmen who have never shared a room with a sibling Chronicle of Higher Education, November 2009
About Millennials 35% are non-white (and Latino). 1 in 5 have an immigrant parent, 1 in 10 have a non-citizen parent.Largest separation in wealth in American history.
About Millennials Celebrated, cherished and protected.Celebrated by Hollywood: Three Men and Baby, Baby Boom, Mr. Mom and Disney princesses. Empowered females.Bike helmets, car seats, nanny cams and more.
About Millennials Raised by attached parents.Freakishly close to their “Helicopter Parents” or “Blackhawks” transitioning to “Stealth.”Parents are “Best Friends” and co-purchasing. Conservative. Or Conventional?
About Millennials Team Oriented. Task Oriented. Civic Oriented. (not in march on D.C. way)Want to achieve high standards set for them.Feel that they have already “paid their dues.”
Reaching Millennials Eliminate Ambiguity.Think of Time as 24/7 Resource. Combine Work with Play. Make it Worthwhile. Handle with Care. Play to Their Strengths. Group Think.
5000Marketing messages your members are assaulted by each day Adweek November 2006
90%Consumers who trust word of mouth, vs. traditional advertising Adweek November 2006
Millennials Rebooted Recognize 2nd Cohort. Post Great Recession. Shift from Boomer Helicopter to Xer Stealth. Parents want ROI. Financial Aid knowledge is key! Cut through the hype.Online and In-Person support work in tandem.
Who is Next?15thHomeland or iGeneration 2000/2001-?
Media and Resources The Medium: Sweeping the Clouds Away http://www.nytimes.com/2007/11/18/magazine/18wwln-medium-t.html Web 2.0 Video http://www.youtube.com/watch?v=6gmP4nkeOE0E Pew Internet Researchhttp://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx
Mommy, Tell My Professor He’s Not Nicehttp://www.sptimes.com/2006/06/19/State/Mommy__tell_my_profes.shtmlA Generation Serves Notice; Its a Moving Target http://query.nytimes.com/gst/fullpage.html? res=9D0CE7D9123FF931A15752C0A9609C8B63 Facebook grows up http://www.newsweek.com/id/32261/page/2
YouthQuake (Millennial Values in Work)http://www.businessweek.com/magazine/content/08_03/b4067000290367.htm? chan=magazine+channel_top+stories Scenes From A Culture Clash http://www.fastcompany.com/magazine/102/culture-clash.html Get The Best Out Of Millennials http://www.adage.com/talentworks/article?article_id=124891
The Millennials are Cominghttp://www.cbsnews.com/stories/2007/11/08/60minutes/main3475200.shtml Employee Evolution - Millennials at Work http://www.employeeevolution.com/ TargetX iThink Blog http://.targetx.com/ithink
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