Presentation 4 Generation Y

......Gen Y 

Born 1981 - 2001 Currently 11yrs – 30yrs

What is this?
This presentation is one of five presentations outlining our understanding of
Generational perspectives

1. The Theory of Generations

2. Boomers

3. Generation X

4. Generation Y, or Millenials

5. Applying generational perspectives to Marketing


The introduction
 A mini baby boom

 Heroes archetype – why so special?

 Diversity and communication

 Saving the world

 Millenials current circumstances and future potential


A mini-boom, from the Boomers!
• Generation Y born from 1981 to 2001
• Oldest is 30 years old – youngest is 11 years
• Currently in
 Compulsory education
 Further or higher education
 Entering the workplace Silent
1945
Boomer
• AB - 21% (22%)
• C1 - 30% (30%) 1965
Gen X
• C2 - 18% (15%)
1981
• D - 24% (17%)
Millennial
• E - 7% (16%) 2001


Famous Millennials


A reminder…. the Millenial Archetype
Heroes

• conventional
• powerful
• institutionally driven This generation is still young
• trust authority and it’s characteristics just
emerging
Childhood was experienced
Youngest of this generation
• as centre of parents world come of age in 2020...
• protected and sheltered
• with great expectations – feel special
• technology taken for granted


Generation Y... Or The Millennials?
• Generation Y is a term disliked by the generation it “Generation Y says nothing
refers to unique about our
generation. It says who we
follow but states nothing
• They don’t want to be labelled simply by their next
abut who we are”
place in the queue – not very heroic!
Source: Strauss and Howe

• Prefer Millennials – fits with their expectation and
feeling of specialness, difference

• They distance themselves from Generation X – seeing
it as a morally bankrupt generation full of negativity
and destruction


So why do they feel so special?
• Millennials grew up heavily influenced by Idealistic Boomers in a society that was
starting to reject the Wall Street archetype – there must be something more to
life?

Kids!


Childhood – kids rule
Boomer parents have placed a new focus around children

• Gen X life model of work and affluence driving everything
created burn out and fractured families

• Boomers used their numbers and power status to improve
rights and facilities for their kids

• Child-friendly was the name of the game, and parenting
became a hot topic

• Fathers became more engaged and started to spend
more time with their children – Remeber Fathers for
Justice?


Childhood – protected and spoilt...?
• Boomers, having seen the negativity of the Xer generation, make efforts to
instil in their children a clear sense of worth

• Boomers instinct to protect creates 24/7 TV and news channels exploding
with child safety and abuse issues - message “protect at all costs”

• Drive to realise the potential of Millennials – they are the most listened to
generation

• Millennials experience the widest yet range of opportunities in all areas – from
toys to technology, homes to holidays

• General affluence means “I want = I get”


...pressured and pushed? My 14 and 16 year old have hours
of homework to do each evening
and they worry constantly about
exams...

High expectations by all – as so much effort has been put into them

• “Helicopter parents” – always there, and struggling to let go

• School pressure from an early age (SATS introduced in early 1990’s)

• Higher education an expected path resulting in high expectations for
and from the workplace

• Extra curricular activities increase as more women work to maintain
family lifestyle

• Family life stressed by impact of divorce and pressure of achieving
functioning blended families (65% of remarriages involve children)


Educational attainment - rising but devalued
• National Curriculum introduced in
1980’s

• A level pass rate rose for 25 years
running. 25% achieved A grades for
first time.

• Extra tuition and after school classes
commonplace

• Decried by older generations who say
exams just getting easier

Percentage of pupils aged 15 achieving 5 or more grades
A* to C at GCSE and equivalent


Millenials value their education
Higher education is essential in order to achieve success in life

1 - Strongly agree 2 3 4 5 - Strongly disagree

Boomers 35 22 9 19 13

Generation X 36 25 13 16 9

Generation Y 41 21 8 16 13

Source: Logistix IQ800 August data


An emerging sense of power...
Millennials feeling powerful because
• Focus and self belief from parents - you can do anything
• Sense of society and responsibility – taught by idealistic parents
• High educational attainment
• Techno savvy, in contrast to older generations

Plus
• Ability to take the pressure of high expectations – they are coping
• Comfortable with multi-tasking high speed life
• Old heads on young shoulders

Leading many to feel Millennials will be the next great generation


Technology &
internet
Influenced by...
Political
sleaze

Emerging
High standard of
terrorism
living

Celebrity culture
Family leisure
boom

Education
reform

Environmental
issues Child safety
issues




Millenials have a strong sense of society 31 28 19 11 9

50 33 13 31
and duty
On a scale of 1-5 how much do you agree with this statement?
44
1 - Strongly agree 2 3 27
4 5 - Strongly disagree 7
20 4
Strongly agree

I enjoy living in a 56
55 31
28 11 9 430
2
multicultural society 50 24 18 6 2

Everyone should actively
contribute to the wider 4249 29
24 36 19 18 10 1
7 13 7 2

community

It is more important to have
35
41 3227 23
19 7 7 63
discipline and rules than
freedom to do as you like

Religion has rules I respect,
regardless of whether I am a 43 28 17 7 6
follower of religion or not

Source: Logistix IQ800 August 2007 data


Crime and drug use – declining last 10 years
Source: The British Crime Survey (BCS)

• Since 2001, the proportion of pupils who have
never drunk alcohol has risen
I can’t excuse what Boomers did with
sex and drugs when they were kids
• 17% of pupils had taken drugs in 2006, down Michael – aged 17
from 19% in 2005.


Until recently, benefitting from economy
and family life
• Affluent families during recent times

• Low inflation and cost of technology falling

• Fewer children per family – spend per child
increased

Until 2009!


Digital natives
Millennium kids grew up with the computer

Born 1981 – IBM first PC
1984 – Apple Macs
10yrs 1990 – www created
1993 – www grows by 341,000%
15yrs
1998 – Google
1999 – dot com bubble & burst
2000 – 20 million websites, PS2
20yrs 2001 – iPod
2003 – iTunes
2005 – YouTube
25yrs
2006 - Facebook


Communication is everything Source: Carphone Warehouse
Youth Report 2006

• All things connected loom large in Millennials
lives. They have come of age during the digital
and internet revolution

• Being connected is incredibly important –
this generation is naturally collaborative

• Media diversity and multi-taking is common
place – not phased by pace or complexity of
communication

Source: OfCom 2006


Web 2.0 is where the Millennials feel at
home “Adults tend to see all things computer
related as work, even when they’re play;
kids tend to see them as play, even when
they’re work. It’s a profoundly different
mindset”
• User Generated Content means Millennials voices are heard
Elizabeth Weil, Fast Company USA

• All part of the communication package

• Niche interests – no need to “join up” with large tribes

• Encourages diversity and open-mindedness

Source: Novatris/Harris Interactive 2006


Mobile phone addicts?
• Teaching mum and dad - 70% of 11-17 year olds “have to show my parents how
to use certain functions on their mobile phone”

• Texting rather than talking is the rule, and
most kids have pay as you go

Source: Carphone Warehouse
• Learning the value of money by earning their top ups Youth Report 2006

“78% of young people
say that having a mobile
phone gives them a better
social life”


What is the national mood and
how are Millenials reacting?


The current national mood
1980’s and 90’s 2001 – 2020 (Emerging mood)

Families were weak Families are now strengthening
Child rearing was tightening Child rearing is overprotective
Gender roles were tight Gender roles are widening
Ideals were debated Ideals are being championed
Institutions were eroded Institutions are being founded
Culture was cynical Culture is now practical
Social structure was diversified Social structure is settling
Worldview was complex Worldview is simplifying
Social priority was individual Social priority is community
Sense of need to do what's right Sense of need is to fix the world
Vision of future was darkening Vision of future is brightening


Turnings: The characteristic mood of the
nation Fourth turning: Crisis
Solid public consensus, support
of authority, clampdown on bad
conduct, overprotective child
rearing

Third Turning: Unravelling First turning: High
Pragmatism, self-reliance, Follows a crisis…Friendly,
poor family structure, indulgent child rearing,
weakening civic habits, low contentment, order and
public trust, pessimism consensus

Second Turning: Awakening
A challenge to highs
assumptions, new spiritual
agendas, soul over science,
public order deteriorates, crime
rises, families weakening Source: The Fourth Turning, Strauss & Howe


Realism rules over Idealism for
Millenials
A belief that the important issues have Therefore more interested in micro-
been fought issues than macro ones

 feminism  Focused within society
 racial equality  Political convergence – there is
 sexual tolerance only centre ground – no big
issues to consider
 education for all
 Government focused on
 nuclear disarmament
commercial more than
 etc. ideological concerns
 Pragmatic generation


Conservative heroes emerging
Values & Attitudes Behaviour

Respectful of parents Regard for authority and sacrifice
High standards Prepared to work hard
High expectations Driven to achieve
Rejection of radicalism Saving and building - not destroying
Confident in own values Unfazed by struggle, focused
Diversity and collaboration Tolerance, laissez faire
Networked, multiple groups Not compelled to join single rebel tribes
Democratic, listening Consensus through collaboration
Pursuit of happiness rather than wealth Work/life balance
Individual responsibility Changing my world changes
everyone’s world


In a word…

Whatever!


What are Millennial’s circumstances?
• In school, university or starting out in the workplace

• Boomer parents own the wealth – high equity in property

• Millennials staying in education, but average student debt over £12,000 will
not be repaid for 15 years. 2011 Update – this is now £50k!

• Property prices prohibitive (average cost is £184,000 vs. £96,000 in 1999)

• Older Millennials are debt-ridden and hard working. However, not just
motivated by money – looking for experiences and personal balance as
much if not more than money


What about the in the workplace?
Generation X Millennials

• Distrust leadership • High integrity, strong values

• Impatient and cynical • Optimistic and energetic
“At recruitment fairs candidates
• Egalitarian vs hierarchical • technically proficient used to try to stress what they could
offer to a company. Now it’s the
other way round.”

• Prefer tribes to teams • Work well in teams The Association of Graduate
Recruiters

• Rule breakers • Worldly, educated

Source: “Generations at Work – The Power of Customer Demographics” - M Lapierre


Heroes of the future?
• They will look to rebuild and improve it from within – no ripping down

• Based on a collaborative self-interest, rather than pure idealism of Boomer
parents or individualism of Generation X

• Still question marks over ability to lead – brought up on household democracy,
everyone’s a winner belief and collaboration with peers rather than outright
leadership

• Who will be the Millennial leaders of the future? This is my generation
and my life, and I’m
going to do something
with it
Tyler- aged 17


Finally, marketing is aspirational again

Marketing courses are some of the most popular in the country

previously cynicism

now embracing

Now they really know our game!


Presentation 4 Generation Y

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (20)

Ähnlich wie Presentation 4 Generation Y

Ähnlich wie Presentation 4 Generation Y (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (14)

Presentation 4 Generation Y