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Is Generation Y innately different? Do they expect different treatment in the enterprise? Is there such a thing as Millennial? This presentation says "maybe not." "Who you are" is really "when you are."
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Who am I? What do you see?
Look at me.
What do you call a strategy based
on age demographics?
A Horoscope!
The smart people use horoscopes • Strauss and Howe
– Theory: cyclical nature of generations (“turnings”)
• 4 generation cycle – “High” – “Awakening” – “Unraveling” – “Crisis” – 22 years each
“pioneers in a burgeoning industry of consultants, speakers and researchers”
“High” -- Silent Generation
• Trust in institutions
• Married young
• Bowling leagues
• Community -- conformity
Awakening” -- Boomers
• Autonomy
• Activism
• Rebellion
• Hedonistic
“Unravelling” -- Generation X
• Distrust
• Anomie
• Individualism
• No consensus
“Crisis” -- Generation Y
• Rebuilding
• Heroic, optimistic
• Confident
• Rediscover national identity
Yes, we have generations, but are we so predictable?
“Career hopper? Are they expecting me to leave?”
“When did I disappear? I’m still here.”
“Well, I am uncomfortable with
the new technologies. That’s for the younger
people.”
Causation dilemma?
Labels cause boundaries
source: Matt Bors
A new species?
“Village Of The Damned” 1960
Seriously?
Do surveys reflect what’s really going on?
People have always been “Millennial”
source: Matt Bors
Here They
Come,
Confident
and
Educated
Will the TV
Generation Fit In
The Workforce?
FIFTY CENTS JULY 18, 1971
Rexall magazine rack Lawrence, Indiana 1971
Maybe “who we are” is “when in life we are?”
But, the generations have different perspectives. That means we’re different.
Right?
Percent saying each change has been for the better
18-29 30-49 50-64 65+
% % % %
Green Products 77 73 70 45
Racial and ethnic diversity 67 65 58 49
More news and entertainment choices 59 64 48 41
Genetic testing 60 51 56 44
Acceptance of homosexuals 44 45 37 21
Cable news talk shows 26 35 34 22
More people buying stocks 32 32 37 22
Reality TV 7 10 7 8
Tattoos 15 6 3 4
“Millennials’ Judgments About Recent Trends Not So Different” Pew Research Center, 2010
Percent saying each change has been for the better
18-29 30-49 50-64 65+
% % % %
Cell phones 71 79 65 56
Internet 76 70 66 42
Email 69 74 65 45
Smartphones 72 62 51 33
Online Shopping 55 65 49 39
Cable news talk shows 26 35 34 22
Social media 45 45 25 21
“Millennials’ Judgments About Recent Trends Not So Different” Pew Research Center, 2010
Millennial Schmillennial!
Use empathy, not horoscopes
OR ELSE!
