1. Millennials
(and their parents)
Rebooted Text
OACAC 2011
Jeff Kallay - VP Consulting a.k.a.“Apostle of Authenticity”

2. Manage the Expectations
15 American Generations
4 Cycles = 4 Stage/2 Stroke
Generation X
Millennials
Millennials Rebooted
What does it all mean?
Discussion and Media Resources

3. Disclaimers

4. “In America, each generation
is a new people.”
Alec de Tocqueville, 1830

5. 4
Number of books by Howe and Strauss
Generations, 13th Gen, The Fourth Turning
and Millennials Rising
LifeCourse Associates www.lifecourse.com

6. 4 - Number of books by Howe and Strauss
Generations, 13th Gen, The Fourth Turning
and Millennials Rising
LifeCourse Associates www.lifecourse.com

7. 4
Number of Generations Colliding
in the Workplace
Silent, Boomers, Xers and Millennials
LifeCourse Associates www.lifecourse.com

8. 23.4
Average Number of Years of
American Generations
Howe and Strauss

9. 15
American Generations (19 New World)
Howe and Strauss

10. 4
Number of Generational Cycles and
Number of Generations Per Cycle
Howe and Strauss

11. Revolutionary Cycle
Name + Birth Years
Awakening + 1701-1723
Liberty + 1724-1741
Republican + 1742-1766
Compromise + 1767-1791

12. Civil War Cycle
Name + Birth Years
Transcendental + 1792-1821
Gilded + 1822-1842
Progressive + 1843-1859

13. Great Power Cycle
Name + Birth Years
Missionary + 1860-1882
Lost + 1883-1900
G.I. + 1901-1924
Silent + 1925-1942

14. Millennial Cycle
Name + Birth Years
Boomer + 1943-1960
X + 1961-1981
Millennials + 1982-2000/01
15th (Homeland or iGeneration) + 2000/01-20??

15. 4/2
4 Stage/2 Stroke Per Cycle
The Fourth Turning
Howe and Strauss

16. Revolutionary Cycle
Name + Birth Years = Description
Awakening + 1701-1723 = Idealist
Liberty + 1724-1741 = Reactive
Republican + 1742-1766 = Civic
Compromise + 1767-1791 = Adaptive

17. Civil War Cycle
Name + Birth Years = Description
Transcendental + 1792-1821 = Idealist
Gilded + 1822-1842 = Reactive
Progressive + 1843-1859 = Adaptive

18. Great Power Cycle
Name + Birth Years = Description
Missionary + 1860-1882 = Idealist
Lost + 1883-1900 = Reactive
G.I. + 1901-1924 = Civic
Silent + 1925-1942 = Adaptive

19. Millennial Cycle
Name + Birth Years = Description
Boomer + 1943-1960 = Idealist
X + 1961-1981 = Reactive
Millennials + 1982-2000/01 = Civic
15th (Homeland or iGeneration) + 2000/01-20?? = Adaptive

20. 4 Stage / 2 Stroke
Idealist Idealist birth Civic
Reactive Reactive birth Adaptive
Civic Civic birth Idealist
Adaptive Adaptive birth Reactive
Repeat

21. 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.

22. Each Generation
1. Solves the problems facing the prior
youth generation (Millennial>X)
2. Corrects for the behavioral excess it perceives in
current midlife generation (Millennial>Boomer)
3. Fills the social role being vacated by the
departing elder generation (Millennials>G.I.)

23. Each Generation
Is shaped by their surroundings and by the
generations with which they interact.
While being born becomes history, and as
they age they make history.

24. 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.

25. Repeating in America
1. Idealist - encounters a spiritual awakening in rising
adulthood and a secular crisis entering elderhood.
2. Reactive - encounters a spiritual awakening entering youth,
and a secular crisis entering midlife.
3. Civic - encounters a secular crisis entering rising adulthood,
and a spiritual awakening entering elderhood.
4. Adaptive - encounters a secular crisis entering youth,
and a spiritual awakening entering midlife.

28. Five Surprising Facts Marketers Should Know About 2010 Census Stats
Advertising Age April 4, 2011
http://adage.com/article/news/census-2010-surprising-facts-marketers/149692/

29. “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

31. vs.X
Millennial

34. “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”

37. About Generation X
Born 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, The
Exorcist, Taxi Driver, Pretty Baby and The Omen.

38. About Generation X
Playing to win by half expecting to lose.
Accepting wide gaps between personal outcomes
and sex roles.
Proud of their ability to cut through the hype.

39. About Generation X
Becoming cautious in family life and gradually
mellowing in personality.
Dedicated to starting and maintaining stable
families, something their Silent generation
parents did not.

40. Millennial
Largest, most wanted, most watched over and
most diverse generation in American history.
Howe and Strauss “Millennials Rising”

42. The Three “Kaitlins”
Kaitlin Caitlin Kate Lynn

44. 3.6
Average birthrate of Millennials
(in millions)
Howe and Strauss “Millennials Rising”

45. 76
Million Millennials
(vs. 72 million Boomers and 42 million Xers)
Howe and Strauss “Millennials Rising”

46. $50k
Parents willing to pay for an ovum from an
attractive, high IQ, female at a top university
Howe and Strauss “Millennials Rising”

47. 50%
Increase in amount of stuff in weight in
average American homes vs. 20 years ago
US News and World Report, 2008

48. 87%
College freshmen who have never shared
a room with a sibling
Chronicle of Higher Education, November 2009

49. 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.

50. 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.

51. 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?

52. 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.”

55. 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.

56. 5000
Marketing messages your members are
assaulted by each day
Adweek November 2006

57. 90%
Consumers who trust word of mouth,
vs. traditional advertising
Adweek November 2006

58. Watch Welcome to the Social Media Revolution

59. Millennials Rebooted
Regonize 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.

60. Who is Next?
15th
Homeland or iGeneration
2000/2001-?

63. Your Bookshelf

64. Media and Resources
Did You Know? Video
http://www.youtube.com/watch?v=PHmwZ96_Gos&feature=related
Web 2.0 Video
http://www.youtube.com/watch?v=6gmP4nkeOE0E
Pew Internet Research
http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx

65. Mommy, Tell My Professor He’s Not Nice
http://www.sptimes.com/2006/06/19/State/Mommy__tell_my_profes.shtml
A Generation Serves Notice; It's a Moving Target
http://query.nytimes.com/gst/fullpage.html?
res=9D0CE7D9123FF931A15752C0A9609C8B63
Facebook grows up
http://www.newsweek.com/id/32261/page/2

66. 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

67. The Millennials are Coming
http://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

68. Download Session PDF
1. Wait for our email with link
2. Go to:
www.slideshare.net/targetx/oacac-millennials-rebooted
3. Follow these steps:
a. Go to: www.slideshare.net/targetx
b. search OACAC

69. Free On Friday Webcasts
www.targetx.com/webcast

70. iThink Online
www.targetx.com/ithink

71. Millennials
(and their parents)
Rebooted Text
OACAC 2011
Jeff Kallay - VP Consulting a.k.a.“Apostle of Authenticity”