This is about Generation Y, otherwise called GEN Y, Millennials, Generation Next. They are 25 to 34 years old, and are 70 to 80 millions in the United States.
Gen Y, are shaped by their early experiences which created filters through which they see the world, and directly impact how they navigate their worlds. Events like the 9/11 attacks, The Columbine high school attack, Oklahoma City bombing, Iraq and Afghanistan wars wrought their world. They see themselves as extension of technology; Reality TV is also a way of life for them.
They were brought up in small families, one in four of Gen Y parents are college-educated. More than 50 percent of Gen Y in the United States are immigrants, or children of immigrants. They shaped the face of politics in the 2008 US elections through the use of social media. They are recognized as playing a major role in electing the nation’s first black president.
They are witnessing corporate greed, exposure of Ponzi schemes, and industry bailouts, and worldwide economic crisis.
The Y’ers have been defined by some as narcistic, self absorbed, and not reliable. Their heroes are not political figures or movie stars but regular people in their circles as teachers, family member or the firemen and police men like the ones that responded to the 9/11 attacks and risked their lives. .
• They are the fastest growing demographic at the workplace
• Famous examples of Gen Y: Zuckerberg, Justin Timberlake, Beyonce, and Michael Phelps.
• Musical Era: Back street boys, N Sync, Black Eyed Pea, Rihanna and Lady Gaga.
• Workplace: Work for deadlines not necessarily schedules, they value blending that is why they prefer working in open spaces and hate the closed door offices. They like to shop for both employers and vendors they remain connected 24/7, not your typical nine to five employees. They are multi-taskers, tech savvy, but they need immediate constant feedback, as well as mentors. They are socially responsible; believe in good causes and the environment; prefer to work for companies with the same values. They are critical of the ethics and morality of business.
• Family: Gen Y is comfortable living with their parents, maintaining close ties with their families. Friends are global and can be online. Gen Y has been the busiest generation of children, parents and teachers micromanaged their lives, leaving them with little free time. It is very common to hear them say my mother or father is my best friend.
• Leadership: They are redefining the rules; they value autonomy, and are restless. They are individuals with group orientations. They don’t look for leadership positions.
• Culture Ethos: They see education as important, but also expensive. They are participative in nature, embracing diversity. They have liberal attitudes toward issues such as gay marriage and interracial dating. They believe in volunteerism and service to communities. They are more involved in politics; and youth-driven activist organizations build grassroots movements for various social and political causes.
• Loyalty: They value personal freedom and autonomy, they are loyal to people either they work with or play with.
• Communications: Casual, instant, personal and direct; eager to please. They rather communicate with text messages and IMs. They will not listen to voice mails. They are connected online all day through their laptops, and cell phones.
• Recognition and motivation: They have high expectations and clear goals. They prefer individual public recognition, as they like attention and exposure. They like to be valued for their opinions; they will work hard to have opportunities to broaden their skills. They connect their actions to their personal and career goals. They get motivated by setting them up to work with other bright creative people, and by allowing them enough time and flexibility to live the life they want.
• Technology: They’re the first generation to grow up surrounded by digital media. 2/3 of them used computers before the age of five. They are connected 24/7. They are seen as the driving force behind the recent revolution in American political campaigning. They created new sites, and used existing ones as YouTube, and Facebook, to rally voters and raising money.
• As a customer: Gen Y wants to use the same tools as their peers but with a unique twist. They will consider a company’s products if the company is known for their humane attitude. They like technology-based products and look for more advanced tools to help them. They don’t trust companies’ marketing materials and check with online peers before making purchasing decisions.
Sahar Andrade, MB.BCh
Diversity Consultant – Social Media Strategist
Sahar Consulting, LLC. - Home of the D.I.A.L.O.G.™ Programs
Diversity& Inclusion in Active Leadership Organizational Growth™
(Exchanging Ideas through Conversation)™
Contact me: saharconsulting