Copyright 2009 Richard Sweeney Understanding & Engaging Millennial Generation Students [email protected] Richard Sweeney 973-596-3208 April 2, 2009 Understanding

Copyright 2009 Richard Sweeney

Understanding & Engaging Millennial Generation StudentsUnderstanding & Engaging Millennial Generation Students [email protected] [email protected] Richard Sweeneyichard Sweeney 973-596-3208 973-596-3208

April 2, 2009April 2, 2009

Understanding & Engaging Millennial Understanding & Engaging Millennial Generation Students: A Live Focus GroupGeneration Students: A Live Focus Group

of Temple University Studentsof Temple University Students

Please fill out the true-false quiz prior to the presentation.Please fill out the true-false quiz prior to the presentation.

Please note that this document is copyrighted and licensed under the Please note that this document is copyrighted and licensed under the Creative Commons Attribution 3.0 United States License.Creative Commons Attribution 3.0 United States License.

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1Understanding & Engaging Millennial Generation Students Understanding & Engaging Millennial Generation Students [email protected] [email protected] Richard Sweeneyichard Sweeney 973-596-3208 973-596-3208



This PowerPoint can be downloaded at the URL printed at the top of your handouts:


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2



2:00 - 2:45pm Research about the Millennials; Research about the Millennials; No Millennials present No Millennials present

2:45 - 3:00pm BreakBreak

3:00 - 4:00pm Live Millennial focus group

Today’s Agenda

3



Millennial 20 True – False Question Quiz Millennial 20 True – False Question Quiz

The following questions are The following questions are FALSEFALSE: : # 1 They have # 1 They have NONO generational music. generational music.# 5 # 5 65%65% of Millennials voted for Obama. of Millennials voted for Obama.# 20 # 20 Word-of-mouthWord-of-mouth is the most common reason is the most common reason

they visit a web site.they visit a web site.

AllAll other questions are other questions are TRUETRUE..

PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/

Please note that this document is copyrighted and licensed under the

Creative Creative Commons Attribution 3.0 United States License.Commons Attribution 3.0 United States License.

PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/

Please note that this document is copyrighted and licensed under the

Creative Creative Commons Attribution 3.0 United States License.Commons Attribution 3.0 United States License.

4



http://www.generationsatwork.com/articles/millenials.htm Claire Raines Associates Managing Millennials 2002

“They’re variously called the Internet Generation, Echo Boomers, the Boomlet, Nexters, Generation Y, the Nintendo Generation, the Digital Generation, and, in Canada, the Sunshine Generation. But several thousand of them sent suggestions about what they want to be called to Peter Jennings at abcnews.com, and “MillennialsMillennials” was the clear winner.”

5



“The manic commercialization of Internet content arguably began with the initial public offering of Netscape in August 1995.” p. 1379

7

Mowery, David C. and Timothy Simcoe. “Is the Internet a US invention?—an economic and technological history of computer networking?”. Research Policy. 31:8-9 (2002) p1369-1387.



“The manic commercialization of Internet content arguably began with the initial public offering of Netscape in August 1995.” p. 1379

8

Mowery, David C. and Timothy Simcoe. “Is the Internet a US invention?—an economic and technological history of computer networking?”. Research Policy. 31:8-9 (2002) p1369-1387.

Today’s typical college freshman was only 5 years old in 1995.



*Experts differ on end or beginning date of generation : 1974-1981*Experts differ on end or beginning date of generation : 1974-1981

Generations Birth Years Ages in 2009

GI Generation 1901 - 1924 84 -

Silent Generation 1925 - 1945 64 – 83

Baby Boomers 1946 - 1964 45 – 63

Generation X 1965 - 1978* 31 – 45

MillennialsMillennials 1979*- 19941979*- 1994 15 - 30 15 - 30

9



MILLENNIAL PANELSMILLENNIAL PANELS over 60 Millennial panels

8 to 14 Millennials each

Canada, Egypt, Guatemala

Over 24 US States: Arizona, California, Colorado,

Connecticut, Florida, Georgia, Kansas, Louisiana,

Massachusetts, Michigan, Minnesota, Missouri, Nebraska,

Nevada, New Jersey, New Mexico, New York, Ohio,

Pennsylvania, Rhode Island, Tennessee, Texas, Washington

D.C, and Wisconsin.

10



Are Millennials different from prior generations at the same age?

11



U.S. Births in Thousands

2,000

2,500

3,000

3,500

4,000

4,500

5,000

Years

Bir

ths

in 1

,00

0s

Births

Boomers Generation X Millennials

1946 1964 1965 1978 1979 1994

1977 1994

19822000

19 Years 14 Years 16 Years

Avg. 3,415

3,415

Avg. 3,832

3,415

Avg. 3,993

3,415

12

Huge GenerationHuge Generation




2,000

2,500

3,000

3,500

4,000

4,500

5,000

Years

Bir

ths

in 1

,00

0s

Births


1946 1964 1965 1978 1979 1994

1977 1994

19822000


Avg. 3,415

3,415

Avg. 3,832

3,415

Avg. 3,993

3,415

All Millennials in Workforce

Born 1980-1994

@ 23 yrs old

Boomers Retired

Born 1946-1953

66 yrs & older


Boomers Still in Workforce

Born 1954-1964

65 yrs & younger

Workforce 2019

13




2,000

2,500

3,000

3,500

4,000

4,500

5,000

Years

Bir

ths

in 1

,00

0s

Births


1946 1964 1965 1978 1979 1994

1977 1994

19822000


Avg. 3,415

3,415

Avg. 3,832

3,415

Avg. 3,993

3,415

From 2009 forward, the number of Millennials who are turning 18 will begin to decline each year.

Birth rate in 1990 was the peak.

14

Increased CompetitionIncreased Competition




2,000

2,500

3,000

3,500

4,000

4,500

5,000

Years

Bir

ths

in 1

,00

0s

Births


1946 1964 1965 1978 1979 1994

1977 1994

19822000


Avg. 3,415

3,415

Avg. 3,832

3,415

Avg. 3,993

3,415

Millennials In Workforce

Born 1979-1985

23 yrs & older


Millennials Not In Workforce

Born 1986-1994

Under 23 yrs old

Workforce 2008

16

2008

College Board College Board Data from WebData from Web

16



17

2008




18

2008




Nichole J Borges et al. “Comparing Millennial and Generation X Medical Students at One Medical School. Academic Medicine; 81.6 (2006): 571-576

“Using descriptors from the 16PF subscales, we found that Millennial students are more warm and outgoing (WarmthWarmth), more abstract than concrete (ReasoningReasoning), more adaptive and mature (Emotional StabilityEmotional Stability), more dutiful (Rule Rule ConsciousnessConsciousness), more socially bold and adventuresome (Social BoldnessSocial Boldness), more sensitive and sentimental (SensitivitySensitivity), more self-doubting and worried (ApprehensionApprehension), more open to change and experimenting (Openness to Openness to ChangeChange), and more organized and self disciplined (PerfectionismPerfectionism) compared to Generation X medical students.” p. 574

Research StudiesResearch Studies

22



Nichole J Borges et al. “Comparing Millennial and Generation X Medical Students at One Medical School. Academic Medicine; 81.6 (2006): 571-576

“Furthermore, we found Millennial medical students to be less solitary and individualistic (Self Reliance) than their Generation X counterparts.” 574


Note: this study looked only at medical schools students:

Generation X born 1965 - 1980“Cuspars” born 1975 – 1980 (Gen X Subset)Millennials born 1981 - 1989

23



More Choices - Selectivity

Digital Natives Politically Engaged

Workplace – More Training

Personalization / Customization

Gamers More Liberal High Expectations(e.g. Incomes)

Collaborative /Social Networking

Practical /Achievement Oriented

Social Involvement

Merit Systems

Flexibility / Convenience Impatient

More Diverse / Inclusive

Balanced Lives / Healthy Lifestyle

Read Less Pull, not Push Socially Bold Values

Experiential /Interactive

Media Consumers

Patriotic / Civic Minded

Credit –A Right?High Debt

NomadicCommunication

Multitaskers More Friends 1.5 - 3 Years in Job

24

Millennial CharacteristicsMillennial Characteristics










Social Involvement

Merit Systems






Media Consumers





25




More Choices - More Choices - SelectivitySelectivity

Digital Natives


Gamers




Read Less Pull, not Push


Media Consumers


Multitaskers

“We have no patience. The Gen Y consumer is brand-and–store loyal”, she said, “but the store must provide choices and have them in stock, or they will go elsewhere.”

Lillo, Andrea. “Young consumers tell it 'straight' “ Home Textiles Today; High Point; May 27, 23.38 (2002): 6

26




McCormack, Karyn. “Careers: The Goods on Generation Y”.

Business Week Online, 25 June 2007: 6

“Trouble is, the world is full of too many choices [even the cereal aisle can "turn into a painful decision process"]…. And as Healy describes, they also have a lot more choices. This generation has the luxury of living with their parents until they get on their feet, can start their own company, and can take time to travel, notes Penelope Trunk, columnist, blogger, and author of Brazen Careerist [Warner Business Books, 2007].” p. 6

More ChoicesMore Choices

27



Anderson, Chris. The Long Tail: Why the Future of Business Is

Selling Less of More. New York: Hyperion, 2006

“The secret to creating a thriving Long Tail business can be summarized in two imperatives

1. Make everything available2. Help me find it.” p. 217

28

More ChoicesMore Choices




Digital Natives

Personalization / Personalization / CustomizationCustomization

Gamers






Media Consumers


Multitaskers

“Millennials aren't interested in the financial success that drove the boomers or the independence that has marked the Gen-Xers, but in careers that are personalized.”

Sacks, Danielle. “SCENES from the culture clash”. Fast Company, 102

(2006) 72-77

29




Burrows, Peter. “Stars Are Aligning for Subscription Music”. Business Week; 12/17/2007 Issue 4063, p066-067, 2p, 2c

“Millions of millennials are logging onto social networks like imeem and iLike, which allow visitors to discover new music and recommend it to their friends. Millions more are flocking to online radio stations such as Pandora Radio, where you can create your own personalized stations."

Personalization - CustomizationPersonalization - Customization

30




Digital Natives


Gamers

Collaborative /Collaborative /Social Social NetworkingNetworking





Media Consumers


Multitaskers

“Because of their collaborativecollaborative upbringing, law students of the Millennial generation thrive on interactive lessons.” p. 12

“Is Your Firm Ready to Make Learning High-Tech & Fun?” Compensation & Benefits for Law Offices; Aug2007, Vol. 7 Issue 8, p1-15, 5p

31




“Lyons believes that there is an increasing need for a collaborativecollaborative business model which focuses on geographically dispersed teams. She feels that Generation Yer's fondness of collaborativecollaborative environments will increase productivity in companies who embrace these environments.”p. 4

Lyons, Martha. “Career Watch”. Computerworld; 1/22/2007, Vol. 41 Issue 4, p39-39, 3/4p

Collaborative / Social NetworkingCollaborative / Social Networking

32



Pauley, John and Urs Gasser. Born Digital: Understanding the First Generation of Digital Natives. New York: Basic Books, 2008

“Schools should also use digital technologies to encourage team-basedteam-based learning. Digital Natives are proving, all the time, that they can build communities around ideas, good and bad.

33

Collaborative / Social NetworkingCollaborative / Social Networking




Digital Natives


Gamers



Flexibility / Flexibility / ConvenienceConvenience Impatient



Media Consumers


Multitaskers

“Gens X and Y insist on the time to enjoy life and care for their families, and they demand the balance and flexibilityflexibility to do so.”

Molas, Sandra A. “Flexibility becoming the Norm in the Workplace: Is Your Firm Stretching to Meet the Demand?”. Pennsylvania CPA Journal; Fall 2006, Vol. 77 Issue 3, p28-30, 3p

37




• 18% Mainly flexible office hours• 66% Regular office hours with some flexibility• 16% Mainly regular work hours

Do you think your office hours will be mainly flexible hours / mainly regular office hours / regular office hours with some flexibility?

PricewaterhouseCoopers surveyed a total of 4271 graduates internatioanlly about their expectations of work.”

George, Lianne. “Managing tomorrow’s people: Millennials at work: Perspectives from a new generation”. PricewaterhouseCoopers. (2008) 48-49

38

Flexibility / ConvenienceFlexibility / Convenience



“They want a great deal of flexibilityflexibility without commitment. They like to switch.” p. 12

Cameron, Alan. “Maxing with the Millennials” GPS World; December 2007, Vol. 18 Issue 12, p10-12

39

Flexibility / ConvenienceFlexibility / Convenience




Digital Natives


Gamers




Read LessRead Less Pull, not Push


Media Consumers


Multitaskers

“In short, the future of the U.S. News industry is seriously threatened by the seemingly irrevocable move by young people away from traditional sources of news.”

Merrril Brown, “Abandoning the News.” Carnegie Reporter 3.2 (Spring 2005)

42




XXXXXXXXXXXXXXXXXXXXXXXXXXX

“Over the past 20 years, young adults (18-34) have declined from being those most likely to read literature to those least likely (with the exception of those 65 and older. The rate of decline for the youngest adults, aged 18 to 24 was 55 percent greater than the total adult population.”

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Hill, Kelly. “Reading at Risk; A Survey of Literary Reading in America”Hill, Kelly. “Reading at Risk; A Survey of Literary Reading in America” National Endowment for the Arts Research Division ReportNational Endowment for the Arts Research Division Report, 46 (June 2004), 46 (June 2004)

43

Read LessRead Less




Digital Natives


Gamers





Experiential /Experiential /InteractiveInteractive

Media Consumers


Multitaskers

“Time, location, and interactioninteraction are the critical components of mobile usage for millennials.” p. 10


45




“The sensory mode the majority of students preferred to receive information was kinesthetic, the hands on hands on approach to learningapproach to learning.”

Meehan-Andrews, Terri A. . “Teaching mode efficiency and learning preferences of first year nursing students”. Nurse Education Today. 29:1 (2009) 24-32

Experiential / InteractiveExperiential / Interactive

46




“The average college class has minimal interaction; estimates are that students ask 0.1 question per hour and that faculty ask 0.3. By contrast, students in tutored sessions ask 20-30 questions, and tutors ask more than 100. In computer based instruction, the number of questions posed to students per hour ranges from 160 to 800.” p. 70 Diana Oblinger VP, Educause

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Diana G. Oblinger, “Learners, Learning and Technology”, Educause Review 40.5 September/October 2005 66-75

47




“The authors conclude from the literature review and their two-year comparative study that PBL [Problem Based Problem Based LearningLearning] can be an effective pedagogical approach for information literacy instruction to engineering students. In this experience, PBL has proved to be a superior tool that bridges the gap between theory and practice in engineering education. The reflective survey results from the pilot study showed that using PBL in the early part of education, such as in the freshman year, has motivational advantages over the LBL [Lecture-Based LearningLecture-Based Learning] approach.”

Hsieh, Cynthia and Lorrie Knight. “Problem-Based Learning for Engineering Students: An Evidence-based Comparative Study”. The Journal of Academic Librarianship. 34:1 (2008) 25-30

48





“p.X

Windam, Carrie “Father Google and Mother IM: Confessions of a Net Gen Learner”. EDUCAUSE Review, 40.5 (2005): 42–59.

“We are a generation of learners by explorationexploration. My first Web site, for example, was constructed before I had any concept of HTML or Java. I simply experimentedexperimented with the commands until the pieces fit together.”

Note: this article published by a Millennial

49





“Interaction and a sense of communitycommunity are the key requests of those born digital when it comes to online learning, as surveys indicate.” p. 248

[citing Joel Hartman, Patsy Moskal, and Chuck Dziuban,”Preparing the Academy of Today for the Learner of Tomorrow”. In Diana G. Oblinger and james L. Oblinger, ed.s Educating the Net Gegeneration (Boulder: Educause, 2005), pp. 6.6-6.10

50




XXXXXXXXXXXXXXXXXXXXXXXXXXXForeman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Educause ReviewEducause Review. 38.4 (2003) 12-22. 38.4 (2003) 12-22

“Even if the lecturer is charismatic, holding the attention of several hundred students for an entire lecturelecture of fifty minutes or longer is impossibleis impossible.” p.15

51





“To bridge this gap [i.e. digital divide], schools should encourage kids to learn by doinglearn by doing in digital environments. …The idea is to build on their penchant for developing online profiles and other materials in MySpace, Facebook, blogs, and YouTube.” p. 247-248

52





“p.X

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Educause ReviewEducause Review. 38.4 (2003) 12-22. 38.4 (2003) 12-22

`

ExperientialExperiential

“The ideal learning situation:1…customized to the very specific needs of the individual.2…provides students with immediate feedback.3...is constructive ..to explore learning environments (preferably multi sensorial)...4…motivates students to persist far in excess of any externally imposed requirements.5…builds enduring conceptual structures.” p.14

53




Teaching-Centered Learning-Centered

Deliver instruction Produce learning

Transfer of knowledge from teacher to student

Discovery and construction of knowledge

Active faculty Active students

One teaching style Multiple learning styles

Curriculum developmentLearning technologies development

Quantity and quality of resources

Quantity and quality of outcomes

Robert B. Barr and John Tagg, "From Teaching to Learning: A New Paradigm for Undergraduate Education," Change, vol. 27, no. 6 (November/December 1995): 12–25.

54




Teaching-Centered Learning-Centered

Quality of faculty Quality of students

Time held constant; learning varies

Learning held constant; time varies

Learning is linear and cumulative

Learning is a nesting and interacting of frameworks

Promote recall Promote understanding

Faculty are lecturersFaculty are designers of learning environments

Learning is competitive and individualistic

Learning is cooperative and collaborative

Robert B. Barr and John Tagg, "From Teaching to Learning: A New Paradigm for Undergraduate Education," Change, vol. 27, no. 6 (November/December 1995): 12–25.

55





Digital Natives


Gamers






Media Consumers

NomadicNomadicCommunicationCommunication

Multitaskers

“Time, location, and interaction are the critical components of mobilemobile usage for millennials.” p. 10


56




Ages Calls Texts Ratio

<12 137 425 3.13.1

13-17 231 1742 7.5

18-24 265 790 2.92.9

25-34 239 331 1.41.4

35-44 223 236 1.0

45-54 193 128 .7

55-64 145 38 .3

65- 99 14 .1

eMarketer Inc. “Why Talk When You Can Text?” September 22, 2008 http://www.emarketer.com/Articles/Print.aspx?id=1006604&src=print_article_graybar_article&xsrc=print1_articlex

57

“Average Monthly Calls Made/Received and Text Messages Sent/Received per US Mobile Phone Subscriber, by Age, Q2 2008”

Nomadic / MobileNomadic / Mobile



eMarketer Inc. “Why Talk When You Can Text?” September 22, 2008 http://www.emarketer.com/Articles/Print.aspx?id=1006604&src=print_article_graybar_article&xsrc=print1_articlex

58

0

200

400

600

800

1000

1200

1400

1600

1800

2000

<12 13-17 18-24 25-34 35-44 45-54 55-64 65-

Calls

Texts

Ages Calls Texts Ratio

<12 137 425 3.13.1

13-17 231 1742 7.5

18-24 265 790 2.92.9

25-34 239 331 1.41.4

35-44 223 236 1.0

45-54 193 128 .7

55-64 145 38 .3

65- 99 14 .1

Nomadic / MobileNomadic / Mobile




Digital NativesDigital Natives


Gamers






Media Consumers


Multitaskers

“Technology is a huge force in shaping the way Millennials consume as well as "commune" with media.” p. 11

Mumford, David E. “Make a Connection With Tech-Savvy Millennials”. Television Week; 11/13/2006, Vol. 25 Issue 43, p11-11

59





“And we will never understandor use the technology in precisely the same way as the Natives do.”

This distinction is critical in education, because we are currently in a time where all our students are DIGITAL NATIVESDIGITAL NATIVES, yet the bulk of our educators, teachers, administrators and curriculum developers are Digital Immigrants.” p. 3

Prensky, Marc. “Use Their Tools! Speak Their Language!” Marc Prensky. March 2004. http://www.marcprensky.com/writing/Prensky-

Use_Their_Tools_Speak_Their_Language.pdf


60




“The most important thing that schools can do is not to use technology in the curriculum more, but to use it use it more effectivelymore effectively. We ought to experimentexperiment with ways in which technology ought to be part of the everyday curricula in schools—but only where it belongs.”p. 247

61





“Gen Y was socialized in a digital world. It is more than technically literate; it is continually wired, plugged in, and connected to digitally streaming information, entertainment, and contracts.” p. 6

Eisner, Susan P. “Managing Generation Y”. SAM Advanced Management Journal Autumn 2005 70:4 p4-15

62





“While most respondents are enthusiastic IT users and use it to support many aspects of their academic lives, most prefer only a ‘moderate’ amount of IT in their courses (59.3 percent)”. p. 13

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Salaway, Gail et al. ECAR Study of Undergraduate Students and Information Technology, 2007 Boulder, Colorado: EDUCAUSE Center for Applied Research, 2007 (www.educause.edu/ecar)

63





“35% or the largest portion of those who IM for about an hour are Gen Y-ers. In contrast, the greatest percentage of instant messengers who IM for less than 15 minutes consist of Trailing Boomers (26%).” p.iii

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Shiu, Eulynn and Amanda Lenhart. “How Americans use instant messaging”. Pew Internet and American Life Project 9/1/2004 http://www.pewinternet.org/PPF/r/133/report_display.asp

65





“Again this year, they overwhelming (85.1 percent) favor e-mail for official college and university communications”. p. 12-13`

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Salaway, Gail et al. ECAR Study of Undergraduate Students and Information Technology, 2007 Boulder, Colorado: EDUCAUSE Center for Applied Research, 2007 (www.educause.edu/ecar)

66





Digital Natives


GamersGamers






Media Consumers


Multitaskers

“ ‘The most important things to remember are: multi-player, creative, challenging, and competitive.’ -a high school student” p. 1

Prensky, Marc. “Use Their Tools! Speak Their Language!” Marc Prensky. March 2004. http://www.marcprensky.com/writing/Prensky-Use_Their_Tools_Speak_Their_Lan

guage.pdf

67





“So we now have a generation of students that is better at taking in information and making decisions quickly, better at multitasking and parallel processing; a generation that thinks graphically rather than textually, assumes connectivity, and is accustomed to seeing the world through a lens of gamesgames and play.” p. 3



GamersGamers

68



Beck, John C., and Mitchell Wade. Got Game: How the Gamer Generation is Reshaping Business Forever. Boston: Harvard Business School Press, 2004.

“The real question is: Does the behavior of this new group [gamers] change the world in any way that really matters?

If you’re in business today, the answer is clearly yes.” p. 1

69

GamersGamers



“How hard this new cohort works, how they try to compete, how they fit into teams. How they take risks – all are different in statistically verifiable ways. And those differences are driven by one central factor: growing up with video games.” p. 2


70

GamersGamers




“The important thing for business professionals to know about games isn’t whether someone plays them now, but whether he or she grew up playing grew up playing themthem.” p. 25


71

GamersGamers




“So we now have a generation of students that is better at taking in information and making decisions quickly, better at MULTITASKINGMULTITASKING and PARALLEL PROCESSINGPARALLEL PROCESSING; a generation that THINKS GRAPHICALLYTHINKS GRAPHICALLY rather than textually, assumes connectivity, and is accustomed to seeing the world through a lens of games and play.” p. 3



72

GamersGamers




Digital Natives


Gamers


Practical /Practical /Achievement Achievement OrientedOriented




Media Consumers


Multitaskers

“In teams, Nexters can be very effective, but they want a strong leader for guidance and well well defined goalsdefined goals, she says.” [Loyalty Factor President Dianne Durkin]p.18

Marshall, Jeffrey. “Managing Different Generations at Work”. Financial Executive. July/Aug 2004 20:5 1p.

73




Understand Gen Y Employees”. Credit Union Magazine; April 2006 72:6 p.70

“Gen Y employees are goal-orientedgoal-oriented and have high expectations of themselves. They’re high-performers, competitive, and seek tasks with tight deadlines that reward and acknowledge their efforts. They take ownership of their work, value individualized goal setting, and seek new skills.” p. 1

Practical / Achievement OrientedPractical / Achievement Oriented

74




Digital Natives


Gamers



Flexibility / Convenience ImpatientImpatient



Media Consumers


Multitaskers

“For these new 20-something workers, the line between work and home doesn't really exist. They just want to spend their timetime in meaningful and useful ways, no matter where they are.” p57

Trunk, Penelope. “What Gen Y Really Wants.” Time South Pacific (Australia/New Zealand edition); 7/16/2007 Issue 27, p57-57, 1p

75




Lillo, Andrea. “Young consumers tell it 'straight' “ Home Textiles Today; High Point; May 27, 23.38 (2002): 6

“We want everything to be easyeasy, and we want it now," said Katie Smith, a student at the University of Florida. "We have no patienceno patience.” p.6

76

ImpatientImpatient



Howe, Neil and William Strauss. Millennials Go To College. Washington, DC: American Association of Collegiate Registrars, 2003.

“BusyBusy Around the Clock

“Millennial teens may be America’s busiest people.

Long gone are the days of Boomer kids being shooed outside to invent their own games – or of GenXer Kids being left “home alone” with a “self-care” guide." p. 45

77

ImpatientImpatient



Sacks, Danielle. “SCENES from the culture clash”. Fast Company,

102 (2006) 72-77

“ ‘Nothing infuriates us more than busyworkbusywork,’ says 24-year-old Katie Day, an assistant editor at Berkley Publishing, a division of Penguin Group USA. Fearlessness ? "I don't have time to be intimidated," says Anna Stassen, a 26-year-old copywriter at the advertising agency Fallon Worldwide who treats her bosses like ‘the guys’."

78

ImpatientImpatient




Digital Natives


Gamers




Read Less Pull, not PushPull, not Push


Media Consumers


Multitaskers

“…selling effectively to our New Millennial prospect requires that you become a non-stressful provider of information, because New Millennials are over-stressed and over-scheduled. You'll need to highlight peer-to-highlight peer-to-peer testimonialspeer testimonials, because New Millennials seek that approval.” p. 9

Stein, Dave. “Selling Across Generation Gaps”. Sales & Marketing Management; Oct 2007, Vol. 159 Issue 8, p9-9,

79




“Word-of-mouth is a strong motivator with Millennials. According to the survey, word-of-mouthword-of-mouth is the most common reason for Millennials to visit a Web site. A television ad was the second-most-common reason. ”

Millennials claim to tell 17.7 people about things of interest to them. In the survey, the average respondent replied at a rate of 9.7, meaning Millennials spread word-of-mouth to 82 percent more people than the average respondent. p. 68

Dominiak, Mark. “'Millennials' Defying the Old Models. Find More Like This”. Television Week; 5/7/2007, Vol. 26 Issue 19, p68-68, 1p, 1c

Pull, not PushPull, not Push

80



Anderson, Chris. The Long Tail: Why the Future of Business Is

Selling Less of More New York: Hyperion, 2006

“In the inversion of powerinversion of power that has accompanied the user-driven web—individuals trusted more, institutions trusted less---the most effective messaging comes from peers. Nothing beats word of mouth, and as we’ve seen, the Web is the Web is the greatest word-of-mouth amplifier the world the greatest word-of-mouth amplifier the world has ever seenhas ever seen.

p. 229

81

Pull, not PushPull, not Push




Digital Natives


Gamers






Media Media ConsumersConsumers


Multitaskers

“Millennials, however, do not view the online space in any way, shape or form as a conventional mediamedia channel.

…Millennials, therefore, invest 50 percent more time with user-generated content than the average user. ” p. 68

Dominiak, Mark. “'Millennials' Defying the Old Models. Find More Like This”. Television Week; 5/7/2007, Vol. 26 Issue 19, p68-68, 1p, 1c

82




McHale, Tom. “Portrait of a Digital Native” Technology & Learning,

26.2 (2005) 33-34

“.. A recent Kaiser Family Foundation report, "Generation M: Media in the Lives of 8- to 18-Year-Olds," found that students who use media the students who use media the most also spend more time with family, friendsmost also spend more time with family, friends, and other activities. That may explain the need to do many things at once.” p. 33

Media ConsumersMedia Consumers

83



“Because they are all about mediamedia, and boy, do they consumeconsume it. They use media differently than you or I, to paraphrase F. Scott Fitzgerald. They consume content in their own wayin their own way.” p. 10


84




“Media Media influences: Baby Boomers rely on traditional media such as

television (50 percent boomers, 27 percent Generation Y) and newspapers (19 percent versus 6 percent),

while Generation Y business owners rely on the Internet for news (31 percent versus 9 percent of Boomers).” p. 15

“Boomers vs. Gen Y”. Community Banker; Sep2007, Vol. 16 Issue 9, p15

85




“Mastery effort, intrinsic motivation, abstract reasoning, assessment focus and independent learning increase with age. However, the younger the students, the more likely they are to prefer working collaboratively and learn using visual formats rather than reading…

“As people age they are likely to grow stronger as [sic] cognitive voyaging. Multimedia collaboration is Multimedia collaboration is more strongly associated with younger studentsmore strongly associated with younger students.”

Jeffrey, Lynn M. “Learning Orientations: Diversity in higher education”. Learning and Individual Differences. 9:4 (2008) 1-14Doi: 10.1016/j.lindif.2008.09.004

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Actor: Tom Hanks

You’ve Got Mail(1998)Dir: Nora EphronStarring:Tom Hanks, Meg Ryan, Parker Posey, Greg Kinnear, Jean Stapleton

Cast Away(2000)Dir: Robert ZemeckisStarring:Tom Hanks, Helen Hunt, Valerie Wildman, Geoffrey Blake, Jenifer Lewis

Lawrence of Arabia

The Great Escape

Actor: Tom Hanks Actor: Tom Hanks

The Terminal Catch Me If You CanDir: Frank Darabont Dir: Steven Spielberg

Actor: Tom Hanks

Minority Report Artificial Intelligence AI

Actor: Tom Hanks

The Green Mile(1999)Dir: Frank DarabontStarring:Tom Hanks, Michael Clarke Duncan, David Morse, Bonnie Hunt, James Cromwell

Saving Private Ryan (1998)Dir: Steven SpielbergStarring:Tom Hanks, Tom Sizemore, Jeremy Davies, Edward Burns, Giovanni Ribisi

Best War Movies Apocalypse Now Schindler’s List

Toy Story 2 (1999)Dir: Lee UnkrichStarring:Tom Hanks Tim Allen Don Rickles Jim Varney Wallace Shawn

Rich, this is one of my favorites. Janet

The favorite online Millennial environment, is virtual, interactive, multimedia, full motion, personalized,

customized, and socially networked.

87





Digital Natives


Gamers






Media Consumers


MultitaskersMultitaskers

“In a phrase, they are the multiplexed generation or Generation MUX… The members of Generation MUX have adapted to that digital flow. They They multitask bettermultitask better than their predecessors did.” p. 42

Harney, Ken. “Generation MUX” Where will we find tomorrow’s best IT workers? . InfoWorld. 7/18/2005, Vol. 27 Issue 29, p42-42

88





“IM-ers are multi-taskersmulti-taskers.

32% of IM users say they do other things on their computer such as browsing the web or playing games virtually every timevirtually every time they are instant they are instant messagingmessaging and another 29% are doing something else some of the time they are IM-ing. p. iv

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Shiu, Eulynn and Amanda Lenhart. “How Americans use instant messaging”. Pew Internet and American Life Project 9/1/2004 http://www.pewinternet.org/PPF/r/133/report_display.asp


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"It's the way we've all come to be raised," says Fear, a senior at Hunterdon Central Regional High School in Flemington, New Jersey. She is a member of the National Honor Society, student leader of the local Amnesty International chapter, and president of the school's International Thespian Society. "There's a lot of work we're expected to do. You have to multitask to get You have to multitask to get everything done.everything done. ”

McHale, Tom. “Portrait of a Digital Native” Technology & Learning, 26.2 (2005) 33-34

90





Digital Natives Politically Politically EngagedEngaged






Social Involvement

Merit Systems






Media Consumers





92




Pryor, John H. et al. “2008 CIRP Freshmen Survey Report” UCLA The Higher Education Research Institute (HERI). http://www.gseis.ucla.edu/heri/

Politically EngagedPolitically Engaged




Data Source: CNN http://observationalism.com/2008/11/09/selected-exit-poll-comparisons-2000-2004-2008/http://www.cnn.com/ELECTION/2008/results/president/

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BUSH

BUSH 2000 2004 2008

18-29 years old 17% 17% 18%18%

30-34 years old 29% 29% 29%

45-59 years old 30% 30% 30%

60 and older 24% 24% 23%23%

Change in Percentage of Electorate Voting

Politically EngagedPolitically Engaged







Gamers More LiberalMore Liberal High Expectations(e.g. Incomes)



Social Involvement

Merit Systems






Media Consumers





95





“Some 30%30% of freshmen say they're liberalssay they're liberals, compared with 21% in 1981. Popularity of the "liberal" label has increased for five consecutive years, Sax says. About 49% now are "middle-of-the-road" and 21% "conservative" or "far right.”

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Elias, Marilyn. “Boomer echo: College freshmen look liberal” USA

TODAY January 28, 2002, Monday, FINAL EDITION

More LiberalMore Liberal

96



Pryor, John H. et al. “2008 CIPA Freshmen Survey Report” UCLA The Higher Education Research Institute (HERI). http://www.gseis.ucla.edu/heri/





“Election Results 2008; National Exit Polls Table”. New York Times. 5 Nov 2008

http://elections.nytimes.com/2008/results/president/national-exit-polls.html

98

BUSH

BUSH

Candidates Voting by Age Groups

2000 2004 2008

Gore Bush Kerry Bush Obama McCain

18-29 years old 48% 46% 54% 45% 65%65% 32%

30-34 years old 48% 49% 46% 53% 52% 46%

45-59 years old 48% 49% 48% 51% 49% 49%

60 and older 51% 47% 46% 54% 47% 51%51%











Social Social InvolvementInvolvement

Merit Systems






Media Consumers





99




Social InvolvementSocial Involvement

81% have volunteered in the last year.81% have volunteered in the last year.“Nearly nine out of ten Millennials surveyed, ages 13 – 25, stated that they are likely or very likely to switch from one brand to another (price and quality being equal) if the second brand is associated with a good cause.”

Faville, Kelly. “Cone 2006 Millennial Cause Study”. CAUSE Marketing Forum. www.causemarketingforum/page.asp?ID=473

100










Social Involvement

Merit Systems


More Diverse More Diverse / Inclusive/ Inclusive




Media Consumers





101




More Diverse / InclusiveMore Diverse / Inclusive

Williamson, Christopher. The war of the ages; Planning 68.7 (2002): 4-9

“About a fiftha fifth of these echo boom children are the offspring of immigrantsoffspring of immigrants who arrived in the U.S. during the 1980s and who often had relatively large families. The ethnic profile created by these immigrant children is far different from the white and black 1950s and 1960s.” p. 4

102










Social Involvement

Merit Systems




Read Less Pull, not Push Socially BoldSocially Bold Values


Media Consumers





103




Socially BoldSocially Bold

Burnett, Linda. “welcome millennials”. Contract, May 2006, 48.5, p114-114

“And the Millennials feel perfectly comfortable talking back to their superiors.” p. 114

104










Social Involvement

Merit Systems






Media Consumers

Patriotic / Patriotic / Civic MindedCivic Minded





105



“Millennials want meaning. They've been called the next "greatest generation“ because they are civic and cause civic and cause minded:minded: 59 percent of them volunteer three and a half hours a week: 83 percent of incoming college freshmen volunteered in the past year; and 61 percent feel personally responsible for making the world better.”

Patriotic / Civic MindedPatriotic / Civic Minded

Butterfield, Bruce; Fox, Susan. “Preparing for the Millennial Tsunami”. Associations Now, May2007, 3.6: p11

106










Social Involvement

Merit Systems






Media Consumers




Multitaskers More FriendsMore Friends 1.5 - 3 Years in Job

107




“Gen Y knows that their ideal is to gain a greater work/life balance but is also keen to gain employability. To balance these preferences many actively seek an employer where they can be part of a team, have fun and make friendshave fun and make friends within the workplace.” p. 20

More FriendsMore Friends

108

Drewery, Kelly, Ann Riley et al. Gen Up: How the four generations work. London, England: Penna. 2008http://www.cipd.co.uk/subjects/dvsequl/general/_genup.htm





Workplace – More Workplace – More TrainingTraining





Social Involvement

Merit Systems






Media Consumers





109





“The Generation Y makes up 75% of the McDonalds workforce…

A study conducted by the academic Adrian Furnham showed that 90% of McDonalds’ staff showed high levles of employee engagement. The key contributing factors in this high level of engagement among McDonalds employees were the opportunities for training and developmenttraining and development offered by the organization.” p. 34

TrainingTraining

110







Gamers More Liberal High ExpectationsHigh Expectations(e.g. Incomes)(e.g. Incomes)



Social Involvement

Merit Systems






Media Consumers





111




“74% of the students expect to be better off than their parents in terms of income and quality of life over their lifetime.”

Ernst and Young, Canada. “Sixty-five Per Cent of College Students Think They Will Become Millionaires.” 2001. Press Information Worldwide. 3/14/05. http://www.pressi.com/us/release/35870.html

High ExpectationsHigh Expectations

112










Social Involvement

Merit SystemsMerit Systems






Media Consumers





113





“They believe passionately that merit merit rather than length of service should drive promotion, progression and the acquisition of responsibility. They argue their baby boomer managers should acknowledge their managers should acknowledge their demonstration of competencedemonstration of competence more fulsomely.” p.17

Hutton, Will. “Wear Kid Gloves When Tackling Generation Y.” Personnel Today (2003): 17.

114



“Gen Y’s relatively aggressive attitude to performance management may be a further source of conflict for Baby Boomers. While very few Boomers believe that under-performers should be fired, Gen Y is much less tolerant of underperformance. Nearly one in five Gen Y’s believe that the Nearly one in five Gen Y’s believe that the best solution for underperformance is for someone to be best solution for underperformance is for someone to be firedfired.” p. 27

115












Social Involvement

Merit Systems



Balanced Lives / Balanced Lives / Healthy LifestyleHealthy Lifestyle



Media Consumers





116




Balanced LifestylesBalanced Lifestyles

“According to research by Drake International on Gen Y, remuneration isn’t the only important consideration they weigh up when accepting a job. The key features that attract Gen Y are listed as professional growth, work-life work-life balancebalance, variety, social interaction, responsibility, and input, reward and recognition.” p.24

Twyford, Tee. “Generation Why?”. NZ Marketing Magazine October, 2007 26.19: p23-25

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“73 percent worry about balancing professional and personal obligations.” p. 3

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Robert Half International. “What Millennials Want: How to Attract and Retain Gen Y Employees.” Yahoo hotjobs. November 2008. http://www.hotjobsresources.com/pdfs/MillennialWorkers.pdf

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Balanced LifestylesBalanced Lifestyles










Social Involvement

Merit Systems




Read Less Pull, not Push Socially Bold ValuesValues


Media Consumers





119




ValuesValues

Kleinfeld, Judith. “Millennials: our next great generation,” Anchorage Daily News (Alaska), January 30, 2004 Friday, FINAL EDITION, ALASKA; Pg. B8, 712 words,

“The Millennial Generation, who turned 18 around the year 2000, show the smallest gap with the show the smallest gap with the values of older generationsvalues of older generations than any teens have shown since the history of polling.” p.B8

120



“Millennials:

…identify with parent’s values and feel close to close to their parentstheir parents”;

Oblinger, Diana. “Understanding the New Student.” Educause Review,

38.3 (2003): 36-42.

121

ValuesValues










Social Involvement

Merit Systems






Media Consumers


Credit –A Right?Credit –A Right?High DebtHigh Debt



122




“They have been raised in an environment where credit credit seemed to be a seemed to be a rightright (versus a privilege)…

• The median credit card debt of low and middle-income people ages 18 to 34 is $8,200• The average college debt of recent grads is more than $20,000 and rising. • People between the ages of 25 and 34 make up 22.7% of all

U.S. bankruptcies (but just 14% of the population at large.”

High DebtHigh Debt

123

The impact of today’s financial crisis on Generation Y. Albany, New York: Media Logic. 2008http://www.mlinc.com/geny/impact.cfm?cid=gib03



“In November alone, 71,000 Canadians lost their jobs -- 27 per cent of the newly unemployed are people aged 24 and under -- and economists predict this is only a bellwether of worse to come. Suddenly, many of those retiring boomers can't afford to retire. Making matters worse, Millennials are saddled with more debt than any previous generation (an average of $5,631 per year in student debt alone, not to mention the load sitting on their credit cards, and what they're doling out in car payments). This recession is not what they signed up for. ”

George, Lianne. “Dude, Where’s My Job?”. Maclean’s. 122:1 (2008) 48-49

124

High DebtHigh Debt










Social Involvement

Merit Systems






Media Consumers




Multitaskers More Friends 1.5 - 3 Years in Job1.5 - 3 Years in Job

125





“About half of respondents expect to spend no more than 1 or 2 years “paying their dues” in entry level jobs.” p. 7

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Robert Half International. “What Millennials Want: How to Attract and Retain Gen Y Employees.” Yahoo hotjobs. November 2008. http://www.hotjobsresources.com/pdfs/MillennialWorkers.pdf

Working ExpectationsWorking Expectations

126



“The Veteran may be surprised that the Gen Y employee is willing to work longer hours for more pay or flexibility. They may be equally surprised therefore that the Gen Y employee may also expect to change job very 2-3 years.” p. 25

127


Working ExpectationsWorking Expectations



“61% of CEO’s say they have difficulty recruiting and integrating younger workers.”

PricewaterhouseCoopers surveyed a total of 4271 graduates internationally about their expectations of work.”

George, Lianne. “Managing tomorrow’s people: Millennials at work: Perspectives from a new generation”. PricewaterhouseCoopers. (2008) 48-49

Managing MillennialsManaging Millennials

128



Crumpacker, Jill M. “Succession Planning and Generational Stereotypes: Should HR Consider Age-Based Values and Attitudes a Relevant Factor or a Passing Fad?”. Public Personnel Management. 36:4 (2007) p349-369.

“Notwithstanding, it is clear that as Generation Y gains a foothold in the workplace, organizations will need to changeorganizations will need to change to accommodate their norms instead of expecting young workers to change to accommodate existing organizational norms.”

129

Managing MillennialsManaging Millennials



“Did You Know 2.0” www.youtube.com

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Are my students more engaged and better learners?

130Understanding & Engaging Millennial Generation StudentsUnderstanding & Engaging Millennial Generation Students [email protected] [email protected] Richard Sweeneyichard Sweeney 973-596-3208 973-596-3208










Social Involvement

Merit Systems






Media Consumers





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Thanks for your kind attentionThanks for your kind attention.

• Powerpoint (available at:

• http://library1.njit.edu/staff-folders/sweeney/

•

•

• Powerpoint (available at:

• http://library1.njit.edu/staff-folders/sweeney/

•

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132Understanding & Engaging Millennial Generation StudentsUnderstanding & Engaging Millennial Generation Students [email protected] [email protected] Richard Sweeneyichard Sweeney 973-596-3208 973-596-3208




“Two proven innovation strategies are the common-course redesign strategy and the flex program and service redesign strategy. These strategies use IT innovatively to improve accountability-that is, to improve and account for institutional performance-whenever measurably improved academic results and reduced unit costs are simultaneous goals.” p. 79

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Graves, William. “Improving Institutional Performance through IT-

Enabled Innovation”. EDUCAUSE Review Nov/Dec 2005: 79-98

Engagement & ProductivityEngagement & Productivity

153




“With a few important [ IT ] exceptions, these investments did not directly seek to reduce long-term unit costs and/or dampen spiraling tuition increases and, not surprisingly, did not do so whether or not they used technology to enable innovation. As a result, these “innovations” did these “innovations” did not increase productivitynot increase productivity but instead either added to long-term operating expenditures or proved unsustainable after the loss of special funding. p. 84

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Graves, William. “Improving Institutional Performance through IT-

Enabled Innovation”. EDUCAUSE Review Nov/Dec 2005: 79-98

Engagement & ProductivityEngagement & Productivity



Learning Strategies for Millennials:

1. Increase teacher – student interaction; feedback2. Engage students (motivation; involvement)3. Accelerate student learning 4. Increase experiential learning (gaming;

simulations, role playing)5. Increase learning options 6. Increase peer-to-peer (collaboration) learning7. Offer more “pull” web based learning options8. Offer more interactive multimedia learning.

Millennial Learning StrategiesMillennial Learning Strategies



Examples:• Managing the Digital Enterprise (Rappa-North Carolina State) • Solar System Collaboratory (Colorado) • Virtual chemistry experiments (Davidson)• U.S. History Videos (History Channel)• BoilerCast (Purdue - podcasts, vcasts) • Game Based Learning Sites (Marc Prensky)• Math Emporium (Virginia Tech)• Building bridges (Civil Engineering-Nova)• Physics Tutorial Modules Andersen Center (RPI)• Collaborative Learning Table (RPI)• Immediate stock market quotes (Yahoo Finance)• SearchPath information literacy tutorial (Rutgers)

ExamplesExamples



Herbert, Bob. “Here Come the Millennials”. New York Times; 13 May

2008 late ed. A21.

“A number of studies, including new ones by the Center for American Progress in Washington and by Demos, a progressive think tank in New York, have shown that Americans in this age group [Millennials] are faced with a variety of challenges that are tougher than those faced by young adults over the past few decades. Among the challenges are worsening job prospects, lower rates of challenges are worsening job prospects, lower rates of health insurance coverage and higher levels of debthealth insurance coverage and higher levels of debt.”


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Copyright 2009 Richard Sweeney Understanding & Engaging Millennial Generation Students [email protected] Richard Sweeney 973-596-3208 April 2, 2009 Understanding