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Managing and Understanding Gen X, Y and V
Prepared for CAIS
Trendera
January 2016
2
Pop Quiz
What would a High School Freshman Say is the Worst Part about School?
Not being able to check your phone!
Generational REVIEW
Which Generation Are You?
BOOMER 50-70
GEN X 36-49
GEN Y 20-35
GEN V (Z) 4-19
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Gen X
Gen X (1965 – 1979)
SLACKER STEREOTYPE LATCHKEY KIDS
BOOMERS IN SPOTLIGHT ‘80s EXPECTATIONS /
‘90s REALITIES A TROUBLING WORLD
Gen X (1965 – 1979)
MIDLIFE CRISIS
SAVVY AND SKEPTICAL SEEKING BALANCE
NOSTALGIC, BUT WANT THE NEW TRUST NO ONE
Gen Y
Gen Y (1980 - 1995)
SOCIALLY NETWORKED
ENTITLED AND EMPOWERED
LIFE MASHUP
GEN X INFLUENCE
BOOMER CONNECTION
HIGH PROTECTION
HIGH ANXIETY
Gen Y (1980 - 1995)
GROUP POWERED
OPTIMISTIC I’M THE EXCEPTION WORKING ON PLAN B
CRAVING FILTRATION I’M SMARTER THAN THAT
Gen V (1996 - 2011) • Under Age of 20 (born between 1996 and 2011).
• 65 Million • Still in formation: part “tweens” dealing with rapid
physiological and emotional changes, others are “true teens” on the road towards bigger challenges.
• Generation “Viral” -- if it doesn’t have cred on the internet, it just doesn’t matter to this generation • Gen Z, Plurals and the Homeland Generation
• Currently make up more than a quarter (25.9%) of the population. • In many ways, Gen Vs are opposites of Gen Ys, and what has
worked before won’t necessarily work for this new generation.
Gen V
Gen V: The True Digital Natives
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“ON”an average of 3 devices at once
55% Talk to their
phone daily
79% show
emotional distress when
away from their devices
70% always or often
sleep with their phone
84% are on their
phones when watching TV
32% Would rather break up with
someone online than in
person
The average attention span
today is 8 seconds
(shorter than a goldfish)
38% think they will
invent something
that changes the world
They find porn stars on messaging apps, not in
Playboy
75% of teenagers agree that
people should be nicer to
one another
Gen V: Now You Know
Gen V: Key Characteristics
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HIGH ANXIETY
25% of teens believe
that school violence/shooting
will have the biggest impact on their generation
More than 20% believe a college
education isn’t necessary to be
successful
TEST SUBJECTS BLURRED LINES
Since 2000, there is a 50%
increase among youth who identify as multiracial
MULTIPLE PERSONALITIES UBER PARENTING
Gen V: Key Characteristics
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Teenagers spend an
average of 9.5 hours online
daily
Today it’s easy to gauge
EXACTLY how popular you
really are
Friends with benefits has
become friends with not so
great benefits
NETFLIX W/O THE CHILL
QUANTIFIED POPULARITY
MULTIPLE PERSONALITIES RULE BREAKERS JADED & MEDICATED
Gen V: Key Characteristics
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11% of children 4-17 year olds have
been diagnosed with ADHD
(up from 7.8% in 2003)
More than 1/3 of teens agree that their rebellious nature is what makes their generation
unique
Almost 8 in 10 teens belong to
some kind of social network AND use it to
chat with friends, share photos
and play games
SOCIAL ANIMALS
Gen V: Social Media Cheat Sheet
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If you want to… Keep in touch, go to Facebook
Inspire/Fake a lifestyle, go to Instagram
Showcase your personality, go to YouTube
Connect one to one, go to Snapchat
Inform, go to Twitter
Gen V: Online Confessions
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81% use privacy settings and limit who can
see their posts
70% admit to
hiding online activities
82% would give
up their social media friends for real friends
Nearly 1 in 4 Vs have a
fake or secret online
account
Do you really know what they are doing online?
Gen V: Social Media Cheat Sheet
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If you want to… Keep in touch, go to Facebook
Inspire/Fake a lifestyle, go to Instagram
Showcase your personality, go to YouTube
Connect one to one, go to Snapchat
Inform, go to Twitter (but really don’t bother…)
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Societal Shifts
Flexible Feminism After years of negative connotations, people are finally reclaiming the word and what it means to be a woman today, and the present undercurrents of Blurred Lines and individuality mean that there are officially no rules around what female empowerment can look like.
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Happy Endings
“Just be happy” Sounds like a gift…or is it a curse? Today’s generations are told to find what may be the purple unicorn, and no longer know if they’ve found it or should even want it. Rather then continuing to peddle this myth, perhaps it’s time to find a new goal
25
Close Encounters The idea of a scary stranger, has transformed thanks to the online lives of optimistic Gen Ys. Consumers are embracing new faces and in their quest for connection, so-called “strangers” has changed from a threat to a new friend waiting to be discovered.
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We’re all looking for a higher purpose. Whether it’s related to competing as a school or just figuring life, we’re looking to articulate what that purpose is.
On Purpose
27
THE GENERATIONS: IN SCHOOLS
New Genera.on: New Students • Unsure of self • Presumed Heterosexual • Playground • Idealists, can solve anything • Took responsibility for self • Family stability • Distrac.on Free • College as Privilege • Na.ve US born
• Asser.ve and Confident • All sexual orienta.ons • Digital Hangouts • Cynical but hopeful • Helicopter parents, lack responsibility • Family Instability • Constant Distrac.on • College non essen.al but a given • Diverse cultural economic &
geographic backgrounds
New Genera.on: New Learners • Lectures • Classrooms • Individual Learning • Text and Memoriza.on • Learning as a job • Memoriza.on • Liberal Arts • Past • Read • Discuss • Research
• Interac.ve Devices • Homeschooling • Collabora.ve Online Project • Visual Learning • Learning as a Game • Problem Solving • Occupa.on Based • Future • View • Share • Search
New Genera.on: New Parents • Hands-‐off • …Focused • The group • Teaching how to be successful
• Do what you’re good at • Tradi.on and Loyalty • Trusted you • Only the best win • You were the expert
• Intensely involved… • Distracted • MY child • Giving them what they need to be
successful • Be anything, be passionate • Future focused • Trust themselves • Everyone wins • Mul.ple experts involved
New Genera.on: New Faculty • Work is who they are • Job changing puts you behind • Have to “put in the .me” • Sa.sfac.on in doing a job well • Enjoy tradi.onal perks • Want financial and job security • Correlate seniority with age • Understand ins.tu.ons have
“rules”
• Work what they do • See long term job as stagna.ng • Want rapid success and rewards • Expect exterior valida.on • Need more than just $$$ • Flexibility where and when work • Whoever is smartest should win • Companies should break the rules • Expect access to new technologies • Networking is key
New Genera.ons: New Rules FOR STUDENTS • Time to blow up the rule book • You’re not just a teacher , you’re an interpreter • You’re not in classroom, you’re their global leader • More discussion, visuals, interpreta.on • Technology is your friend and foe • Time to rethink what they TRULY need to know • There is no more “online and offline” in their minds
New Genera.ons: New Rules
FOR PARENTS • Make them feel part of a community, but in which THEIR
child is most important • Filter, and interpret, the best informa.on – BE the expert • Ease their stress, be transparent and honest • If you make mistakes, acknowledge them • Understand, accept and acknowledge the modern family
and student
New Genera.ons: New Rules
FOR FACULTY • Be open to their sugges.ons let them be mini-‐
entrepreneurs • Consider more training, paths and developments • Look for ways to let them explore their passions and
connect beyond the kids • Provide more feedback, even if not from a direct “boss” • Expect more teacher /parent interac.on, may not be a bad
thing
What’s Hot With Gen V
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👽🍕
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THANK YOU! WANT MORE? Weekly Newsletter: www.Trendera.com Or Daily trends: on @trendera_
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Managing and Understanding Gen X, Y and V
Prepared for CAIS
Trendera
January 2016