Millennials

For the blog by Yoani Sánchez, see Generación Y.

Generation Y, also known as The Millennial Generation, is a term used to describe the demographic cohort following Generation X. Its members are often referred to as "Millennials". There are no precise dates for when Gen Y begins and ends, but usually it is between the late 1970s and early 2000s, with the average definition given being about 1980 to 1995. Generation Y has been referred to as the offspring of the Baby Boomers, Generation Jones, and Generation X cohorts. Generation Y is the first generation without mature memories of a powerful Soviet Union. In newly rich countries such as South Korea or Greece, they have known nothing but developed world standards of living, while their grandparents often grew up in developing world conditions, causing considerable social changes and inter-generational difficulties as the young reject many traditional ways of life. Generation Y was the first generation in countries like India and China to experience amenities of industrial and post-industrial modes of production on a wide scale.

The Term

The term Generation Y first appeared in an August 1993 Ad Age editorial to describe those teenagers born between 1974 and 1976 (now usually considered a part of Generation X). "Generation Y" alludes to a succession from "Generation X".

The name "Echo Boomers" relates to the size of the generation and its relation to the Baby boomer generation. The actual "Echo Boom" was a five year span between 1989 and 1993 when for the first time since 1964, the number of live births reached over four million. It wouldn’t be until 1985 that the live birth number would even match that of 1965 at 3.760 million. Also it should be noted that the birthrate of 1971’s 17.2% has yet to be reached according to the 2000 census.

As this generation came of age during and after the 1980s, during the Digital Revolution, terms such as "Net Generation" and "First Digitals" are used to describe Gen Y at times.

Books on Generation Y

Howe and Strauss: "The Millennials"

Following the publication of their book, Generations: The History of America's Future, 1584 to 2069, much credit has been given to the names used for various American cohorts by authors William Strauss and Neil Howe. Howe and Strauss use the term "Millennials" as opposed to "Generation Y", arguing that this cohort actually coined the term Millennials themselves and have expressed a wish not to be associated closely with Gen X. They followed up their large study of the history of American demographics with a new book specifically on that generation, titled Millennials Rising.

In Generations, Howe and Strauss use the years 1982-2001 as the birth years of the Millennial Generation, using the 18 childhood years of the high school graduating class of 2000 as their marking points. They reasoned that the high school class of 2000 received notable public attention and political initiatives during their youth that provided a contrast between Americans born before this class and those born after. This term relates to the generation's young age during the turn of the millennium.

Alsop: How the Millennial Generation Is Shaking Up the Workplace"

As millions of millennial generation students graduate from college and join the work force, it’s becoming quite clear that the workplace will never be the same. Employers are bracing for some of the biggest management challenges they’ve ever faced as they try to integrate the most demanding and most protected generation in history into a workplace shaped by baby-boomers. Alsop's book provides a rich portrait of the millennials, told through the eyes of millennials themselves and from the perspectives of their parents, educators, psychologists, recruiters, and corporate managers. Millennials represent a new breed of student, worker, and global citizen, and this book explores in depth their most salient attributes. It also describes how companies are changing tactics to recruit millennials in the Internet age and looks at some of this generation’s dream jobs and employers.

Gen Y and Digital Technology

In their 2007 book, Junco and Mastrodicasa expanded on the work of Howe and Strauss to include research-based information about the personality profiles of Millennials, especially as it relates to higher education. They conducted a large-sample (7,705) research study of college students. They found that Net.Generation college students were frequently in touch with their parents and they used technology at higher rates than people from other generations. In their survey, they found that 97% of students owned a computer, 94% owned a cell phone, and 56% owned an MP3 player (iPod, Zune, Sansa, etc.). They also found that students spoke with their parents an average of 1.5 times a day about a wide range of topics. Other findings in the Junco and Mastrodicasa survey included that 76% of students used Instant messaging, and 92% of those reported multitasking while IMing, and 40% of students used television to get most of their news and 34% the Internet.

56% reported downloading music using peer-to-peer file sharing (15% reported downloading movies and 16% reported downloading software). 69% of students reported having a Facebook account, typically logging in twice a day.

Generation Y in the Workforce

The Millennials are sometimes called the "Trophy Generation", or "Trophy Kids," a term that reflects the trend in competitive sports, as well as many other aspects of life, where "no one loses" and everyone gets a "Thanks for Participating" trophy and symbolizing a perceived sense of entitlement. It has been reported that this is an issue in corporate environments." Some employers are concerned that Millennials have too great expectations from the workplace and desire to shape their jobs to fit their lives rather than adapt their lives to the workplace. To better understand this mindset, many large firms are currently studying this conflict and are trying to devise new programs to help older employees understand Millennials, while at the same time making Millennial more comfortable. For example, Goldman Sachs conducts training programs that use actors to portray Millennials who assertively seek more feedback, responsibility, and involvement in decision making. After the performance, employees discuss and debate the generational differences they have seen played out "

Carol Elam and Nicole Borges discuss some issues with Millennials in a medical school environment.

Gary Hamel discusses managing members of Generation Y.

Multiculturalism

In America

Being amongst the first generations to be born and actively grow up in an American society desegregated by law (Brown v. Board of Education), imposing sexual equality by law (Title IX), and proactively defending the rights of various minority groups by law, in addition to the effects of '60s and '70s era influence on their generation, Millennials have been conditioned by the state, educational institutions, and by cultural influence to take a supportive outlook on multiculturalism.

These combined influences have served to create what is a more culturally tolerant and open-minded generation, at least with concerns to race, and a dramatic decrease in racial and ethnic conflicts.

Social studies education has changed significantly particularly during this generation's childhood and adolescence, with tolerance and multiple points of views on divisive issues being introduced into school literature, such as Columbus controversy, Martin Luther King, the civil rights era, and sexual education.

The Financial crisis of 2007-2009 has had a profound impact on all of Generation Y, as many of the unemployed are in this generation, as they cannot find work due to lack of experience.

Worldwide

Institutionalized racism in countries such as South Africa and the United States was abolished by the time Gen Y grew up, and they know of it only as an evil of history.

In Europe, Canada, Australia and the United States, Gen Y themselves are far more multicultural, which may explain why homophobia is still more of a problem among Gen Yers, while racism is universally condemned.

In Ireland, Gen Y are known as "Celtic Tiger Cubs", a reference to their childhood taking place during Ireland's economic boom of the late 1990s and early 2000s, often resulting in them enjoying a childhood of far greater privilege and wealth than their parents.

See also

• Generation "We...", a characterization of Generation Y and Generation Z based on changing relationships to digital and information technology
• After-eighty generation
• After-ninety generation

External links

• Financial Times Podcast - how to keep Generation Y Motivated
• Blending Generational Knowledge and Talent Strategies - Gen|Blending
• Who's filling Y's shoes - The origin of Gen Y
• Generation Next, A PBS Documentary
• USA Today
• The "Millennials" Are Coming
• Resource Library: New World, New Workforce: Gen Y Views on Today's Workplace January 2009
• Generation Y's Goal: Wealth and fame?
• Attracting the twentysomething worker
• The Gen Y Perceptions Study

International

• China's Generation Y: Understanding the Future Leaders of the World's Next Superpower
• A new switched-on and cynical generation
• Generation Y, the Internet, and mindfulness From a Gen Y'ers point of view, not PR or marketing-related. March 2009

References

• 5- "Drug Survey of Students Finds Picture Very Mixed" by KATE ZERNIKE, New York Times, 12/20/05
• 6- Time Magazine, August 1, 2005.
• 7- The Wall Street Journal, 7/28/05.
• 8- William Strauss and Neil Howe Generations: The History of America's Future, 1584 to 2069:Perennial; Reprint edition (September 1, 1992)
• 9- After X Comes Y - echo boom generation enters workforce - Brief Article HR Magazine, April, 2001 by Julie Wallace
• 10-Brandchannel.com: Dr. Pete Markiewicz: Who's filling Gen Y's shoe's?
• 11-Millennial Manifesto: Scott Beale and Abeer Aballa-InstantPublisher (November, 2003)
• 12-CensusScope-Dominate Generations http://www.censusscope.org/us/map_generations.html
• 13-CDC report- Table 1-1. Live Births, Birth Rates, and Fertility Rates, by Race: United States,1909-2000