Empowering Generation YEmpowering Generation YMARK1119MARK1119 Lecture 7:Lecture 7:

Jon Wilson Jon Wilson (^_^)(^_^)

wj72wj72

<<born between 1977-1992born between 1977-1992>>

<<with a global perspective> <> <creating change>>

micromanagement

Generation YIndividualityParticipation

Confident

Convergence

CollaborationOpen

Opportunity

WirelessOnline

Mentoring

Leadership

Social Movements

Blogs

iPodVideo

MobilityRSS Google

Data Driven

ProductiveDiverse

Adaptable

Instantaneous

Facilitation

Mobile

Associative

lifestyle

family

passion

problem solvers

technology

continuous partial attentiondream job

value systems

interactive

interneteasily bored

environment

seeks mentors

be respectful

conform

soccer camp

myspace “just be yourself”job environment

guitar hero

personal planner

uncertainty

expectations

karate

credibility

bureaucracy

safetyequality

determination“stand up for yourself”

impacting

college

feedback

piercings

“respect yourself”

opportunity

cell phonesfeedback

two incomesamerican idol

reality TV

“you can do anything”

global

high school

“express yourself”

americaninternational

internationalfacebook

famous

“pursue happiness”

wikipediamac vs pc

sports iTunesbasketball

adolescencesingle

relationships

dating automation

competition

simplicity

helicopter parents

team orientated

911

onlinegovernment

web 2.0

connected

instant

praised

Characteristics

Direct

democracy

iraq war

terrorism

25%Generation Y is currently ~ of the US workforce, and is projected to be ~47% of the US workforce by 2014.

Columbine

The 2000 Election Crisis

9-11

Cable

Reality TV

The Iraq War

Terrorism

InternetColumbia Accident

Technology

Gaming

Starbucks

Gen Y Formative Events

Challenger Accident

MTV

SpaceShipOneGoogle

iTunes

Napster

Franchises

Oprah

Daily Show

Southpark

Simpsons

Celebrity Scandals

Amazon.com

Online Shopping

eBay

mac vs. pc

Global Warming

CD’s

youTube

abu ghraib

Blogging

These and many other formative events shaped their view of the world.

a generation that isindividualistic

more individualistic than earlier generations and seeks autonomy in their opinions and behavior.

Many describe this Many describe this generationgeneration as: as:

team-orientedenjoy working in groups where they can share their ideas and talents.

confidentraised with advice such as “anything is possible”, to “follow your dreams”, to “be what you

want to be”, to “pursue happiness,” and to “just be yourselves.”

ambitious… and ambitions grow stronger for those that attend college. Technical excellence is a

starting point and is inherently assumed.

expectingExpectations arise from absorbing the culture and environment around them. Many have

high expectations for salary, job flexibility, lifestyle, technology, and the future.

“famous”More opportunities for ordinary people to find and audience on the internet or on reality TV

shows. Generation Y tends to be very comfortable with social interactions.

openGeneration Y is more willing to share feelings and personal information. Opportunity linked to

willingness to share online.

directwill give and expect honest feedback.

empoweredencouraged to pursue happiness, follow their dreams, and embrace individuality. They have a

strong sense of responsibility.

wired & wirelessenjoys the convenience of communicating electronically and wirelessly. Yet, many are equally

concerned about privacy.

globalgrew up in and interacts with a world that is connected, accessible, interactive and open.

mobileWork at the office, the coffee shop, the hotel lobby, or the airport. Always on the move.

independentFor many, childhood filled with instability, unpredictability, and uncertainty. Many do not have

an expectation for lifetime employment.

information richMany get bored or frustrated if the information flow is poor or too slow. Continuous partial

attention and multi-tasking may be a result.

associativeMany are attracted to large social movements and are civic or mission minded. Many value

associations and relationships in making decisions.

instantaneousis used to giving and receiving information immediately. Anything is just a Google search away.

always “on”Their networks and conversations don’t “end.” Many are comfortable blurring the lines

between work and life.

impatient Raised in an environment and conditioned for “instant gratification.” Sometimes unrealistically.

adaptableGeneration Y is quick to cope with complexity and can adjust accordingly.

diverseis a diverse group in many ways including race, religion, and lifestyle.

…and wot den?

Well, this is a generation that can absorb discontinuous information and make meaning of it.use tools and create technology to change the world in new ways.cope with extreme complexity.provide energy and insightnegotiate diverse or international situations wellinnovate and communicate in new and distinctive ways.

““FailureFailure” ” for many in Generation Y is:

Not pursuing an opportunity; not trying

Not effectively managing school, work, and life balance

Not being true to oneself; compromising integrity

Not succeeding; not being challenged

Being “normal”

How do you market to Generation Y?

•SimpleSimple

•AuthenticAuthentic

•HipHip

•QuickQuick

•SustainableSustainable

Marketing Turn-Offs

• Hype

• E-mail blasts

• Push marketing

• Fax

• Cold calling

• Trying to be “hip”

Consumer 2.0 Consumer 2.0 by Mr. Youth• Authenticity Trumps Celebrity - Consumer 2.0 responds to honest, relevant

messaging from peers over marketing speak and celebrity endorsements

• Niche is the New Norm - Consumers 2.0 do not form a mass market. They relish in choices and look for products and services that speak to them personally

• Bite-Size Communication Dominates - Consumer 2.0 digests short, personal and highly relevant messaging in bulk while growing increasingly adept at blocking out noise

• Personal Utility Drives Adoption - Consumer 2.0 chooses to consume what they find useful in their lives over manufactured marketing needs

• Consumers Own Brands - Consumer 2.0 will speak about, re-purpose and associate with your brand as they see fit

• Get the full report at http://MrYouth.com

Selected Content: Based on the “Generation Y Perspectives” Presentation, 2007; http://www.opennasa.com/files , http://MrYouth.com , as well as numerous interviews, books, articles, blogs, and websites. Some content adopted from “Generation Me” by Jean M. Twenge, Ph.D, 2006.

Design inspired from: http://kosmar.de/archives/2005/11/11/the-huge-cloud-lens-bubble-map-web20/ , Them Crooked Vultures

Key sources: Gathered through research, literature, discussions, and observations

Additional Reading:

• http://www.mccrindle.com.au/resources.htm

• http://www.gonzaga.edu/Campus-Resources/Offices-and-Services-A-Z/Alumni/GAMP/Managing-Generation-Y.asp

• http://www.cnn.com/2008/LIVING/worklife/06/04/balance.burnout/index.html?iref=mpstoryview

Props and shout outs Props and shout outs