A brief on India's Gen Y Population, their characteristics and strategy for communicating with Gen Y

2. What is Generation?
 A body of individuals
 born in approximately the same time
period
 who generally share similar behaviours
and attitudes.
 Those times encompass a myriad of
circumstances
 economic,
 social,
 sociological, and
 demographic.
Effective Communication Presentation – Remya Ravindran
1-17

3. Multi Generational Groups
GENERATIONAL TIMELINE
1922-1945
1946-1964
1965-1979
1980-2000
Veterans,
Traditionalists,
Silent Generation
Baby Boomers
Generation X,
Gen X, Xers
Generation Y, Gen Y,
Millennial, Echo
Boomers
Effective Communication Presentation – Remya Ravindran
2-17

4. Characteristics of Different Generations
Veterans
Baby Boomers Gen – X
Gen – Y
Core values
Respect for
authority,
Discipline
Optimism,
Involvement
Skepticism,
Fun,
Informality
Confidence,
Social, Realistic, Extreme
fun
Family life
Self reliant as
children
Indulged as
children
Alienated as
children
Protected as children
Work is
Work is life
Live to work
Work to live
Work for fun
How did they
grow up?
World war-II,
Fight for
Independence,
Post depression
Independent India, Improvement in
Assassination of
Indian Economy,
Mahatma Gandhi
Liberalization of Indian
Economy, 9/11, Global
recession
Communicati
on style
Formal
One-to-One
In-person
(Meetings)
Direct/Immediate,
E-mail
Instant Messaging, E-mail
Motivated by
Being respected
Being valued and
needed
Freedom and
removal of rules
Working with other
bright people
Feedback
Preference
No news is good
news
Money/Title
Freedom is best
reward
Instant/Push a button
Effective Communication Presentation – Remya Ravindran
3-17

5. GENERATION - Y

Also known as Echo Boomers, Generation Next, Net Generation, Millennial

Age Group 13-33

Generally they are the children of Baby Boomers
Effective Communication Presentation – Remya Ravindran
4-17

6. General Characteristics of Gen – Y
 Tech Savvy



Millennial grew up with easy access to computers
Constant connection to the internet
Accustomed to using technology in every aspect of life
 Ambitious


Dreams without limits
In search of – money and happiness
 Rapid
communicators


Used to communicating quickly without even saying a word
Respond rapidly to text and messages
 Impatient



Instant gratification is extremely important
Shorter attention span
Eg:“1-click ordering” by Amazon to tackle Gen Y’s impatience
Effective Communication Presentation – Remya Ravindran
5-17

7. General Characteristics of Gen – Y (contd..)
 Fickle


Constantly search for the next best thing!
Not loyal to one brand or Organisation
 Multi-tasking

Ability to focus on many variables at once
 Family centric


Family takes priority over work
Aims for a best blend of an enjoyable life with a fulfilling
work environment
 Committed to
environment


Grown up learning about global warming
Value resources more than any other generation
Effective Communication Presentation – Remya Ravindran
6-17

8. India’s Gen – Y
 More than 50% of India’s current population is below 25 years
 65% below 35 years by 2020
 India’s average age would be 29 in 2020
Compared to –
 China’s 37
 United State’s 45
 Western Europe and Japan 48
 Demographic dividend has potential to produce additional 2% per capita
GDP growth every year for next 20 years
Source: Indian census 2011
Wikipedia
Effective Communication Presentation – Remya Ravindran
7-17

9. Indian Youths Expectations
Source: Hindustan Times survey 2013
Effective Communication Presentation – Remya Ravindran
8-17

10. Need for designing a Communication Strategy for Youth
 Gen Y wants to be:
 Revered
 Recorded
 Rewarded
 To capture attention of Gen Y
 For identifying correct medium for message
 For understanding their
 Problems and concerns
 Goals and desires
 To gain their trust and confidence
Effective Communication Presentation – Remya Ravindran
9-17

11. Indian Youth Students
Students of the Millennial Generation are
accustomed –
 using keyboards rather than pens or pencils
 reading information online rather than
from printed texts
 being connected with classmates in digital
environments
 20 percent of the students began using
computers between the ages of 5 and 8
 almost all millennial were using computers
by the time they were 16 to 18 years of age
Effective Communication Presentation – Remya Ravindran
10-17

12. Effectively communicating Indian Students
 Interactive teaching
methodology
 Use of more visual examples
 E-learning
 Less of text and “telling style”
 Utilizing groups on
Facebook, Yahoo, Google
drive for class assignment
Effective Communication Presentation – Remya Ravindran
11-17

13. Expectations of Indian Youth from Workplace
In their careers, youth want:
 To do work that adds value
 To do something that makes a difference to the business
 To work for an organisation that makes a contribution to the broader
community
 To be part of diverse and inclusive team
 To learn new skills and have new “experiences”
Effective Communication Presentation – Remya Ravindran
12-17

14. Ways of designing communication strategy
 Make them know the purpose behind everything
 Be clear on what you really want to happen
 Share the facts and why you need it to happen
 Communicate openly
 Be specific
 don't just say 'good job', state the 'why‘
 Talk fast.
 They get frustrated when people talk slow or beat around the bush.
 Provide them quick feedback while rewarding them with praise
 Encouraging humour at workplace
Effective Communication Presentation – Remya Ravindran
13-17

15. Ways of designing communication strategy (contd..)
 They do not need you to be like them, they need you to like them
 Two way communication
 Encourage the “why” attitude
 Make a balanced behaviour
 Take an interest in what interest them
 Show empathy
 Start with Now, How & no History
 Engage...Entertain...Educate
Effective Communication Presentation – Remya Ravindran
14-17

16. To Summarise Communication strategy for today's Indian
youth

Paint pictures with words

Use action verbs – cut the crap

Don't talk down

Show respect

Use e-mail, voicemail & text

Use visual communication

Constantly seek their feedback

Use humor

Encourage them to explore new options
Effective Communication Presentation – Remya Ravindran
15-17

17. Effective Communication Presentation – Remya Ravindran
16-17

18. Effective Communication Presentation – Remya Ravindran
17-17