Born 1981 - 2001 Currently 11yrs – 30yrs

......Gen Y

Born 1981 - 2001 Currently 11yrs – 30yrs

What is this?

This presentation is one of five presentations outlining our understanding of

Generational perspectives

1. The Theory of Generations

2. Boomers

3. Generation X

4. Generation Y, or Millenials

5. Applying generational perspectives to Marketing

Born 1981 - 2001 Currently 11yrs – 30yrs

The introduction A mini baby boom

Heroes archetype – why so special?

Diversity and communication

Saving the world

Millenials current circumstances and future potential

Born 1981 - 2001 Currently 11yrs – 30yrs

A mini-boom, from the Boomers! • Generation Y born from 1981 to 2001

• Oldest is 30 years old – youngest is 11 years

• Currently in

Compulsory education

Further or higher education

Entering the workplace

• AB - 21% (22%)

• C1 - 30% (30%)

• C2 - 18% (15%)

• D - 24% (17%)

• E - 7% (16%) Millennial

Gen X

Boomer

Silent

1945

2001

1981

1965

Born 1981 - 2001 Currently 11yrs – 30yrs

Famous Millennials

Born 1981 - 2001 Currently 11yrs – 30yrs

A reminder…. the Millenial Archetype

Heroes

• conventional

• powerful

• institutionally driven

• trust authority

Childhood was experienced

• as centre of parents world

• protected and sheltered

• with great expectations – feel special

• technology taken for granted

This generation is still young

and it’s characteristics just

emerging

Youngest of this generation

come of age in 2020...

Born 1981 - 2001 Currently 11yrs – 30yrs

Generation Y... Or The Millennials?

• Generation Y is a term disliked by the generation it

refers to

• They don’t want to be labelled simply by their next

place in the queue – not very heroic!

• Prefer Millennials – fits with their expectation and

feeling of specialness, difference

• They distance themselves from Generation X – seeing

it as a morally bankrupt generation full of negativity

and destruction

“Generation Y says nothing

unique about our

generation. It says who we

follow but states nothing

abut who we are”

Source: Strauss and Howe

Born 1981 - 2001 Currently 11yrs – 30yrs

So why do they feel so special?

• Millennials grew up heavily influenced by Idealistic Boomers in a society that was

starting to reject the Wall Street archetype – there must be something more to

life?

Kids!

Born 1981 - 2001 Currently 11yrs – 30yrs

Childhood – kids rule Boomer parents have placed a new focus around children

• Gen X life model of work and affluence driving everything

created burn out and fractured families

• Boomers used their numbers and power status to improve

rights and facilities for their kids

• Child-friendly was the name of the game, and parenting

became a hot topic

• Fathers became more engaged and started to spend

more time with their children – Remeber Fathers for

Justice?

Born 1981 - 2001 Currently 11yrs – 30yrs

Childhood – protected and spoilt...?

• Boomers, having seen the negativity of the Xer generation, make efforts to

instil in their children a clear sense of worth

• Boomers instinct to protect creates 24/7 TV and news channels exploding

with child safety and abuse issues - message “protect at all costs”

• Drive to realise the potential of Millennials – they are the most listened to

generation

• Millennials experience the widest yet range of opportunities in all areas – from

toys to technology, homes to holidays

• General affluence means “I want = I get”

Born 1981 - 2001 Currently 11yrs – 30yrs

...pressured and pushed?

High expectations by all – as so much effort has been put into them

• “Helicopter parents” – always there, and struggling to let go

• School pressure from an early age (SATS introduced in early 1990’s)

• Higher education an expected path resulting in high expectations for and from the workplace

• Extra curricular activities increase as more women work to maintain family lifestyle

• Family life stressed by impact of divorce and pressure of achieving functioning blended families (65% of remarriages involve children)

My 14 and 16 year old have hours

of homework to do each evening

and they worry constantly about

exams...

Born 1981 - 2001 Currently 11yrs – 30yrs

Educational attainment - rising but devalued

• National Curriculum introduced in

1980’s

• A level pass rate rose for 25 years

running. 25% achieved A grades for

first time.

• Extra tuition and after school classes

commonplace

• Decried by older generations who say

exams just getting easier

Percentage of pupils aged 15 achieving 5 or more grades

A* to C at GCSE and equivalent

Born 1981 - 2001 Currently 11yrs – 30yrs

Millenials value their education

41

36

35

21

25

22

8

13

9

16

16

19

13

9

13

1 - Strongly agree 2 3 4 5 - Strongly disagree

Source: Logistix IQ800 August data

Higher education is essential in order to achieve success in life

Generation Y

Generation X

Boomers

Born 1981 - 2001 Currently 11yrs – 30yrs

An emerging sense of power...

Millennials feeling powerful because

• Focus and self belief from parents - you can do anything

• Sense of society and responsibility – taught by idealistic parents

• High educational attainment

• Techno savvy, in contrast to older generations

Plus

• Ability to take the pressure of high expectations – they are coping

• Comfortable with multi-tasking high speed life

• Old heads on young shoulders

Leading many to feel Millennials will be the next great generation

Born 1981 - 2001 Currently 11yrs – 30yrs

Influenced by...

Child safety

issues

Education

reform

Technology &

internet

Family leisure

boom

High standard of

living

Emerging

terrorism

Environmental

issues

Celebrity culture

Political

sleaze

Born 1981 - 2001 Currently 11yrs – 30yrs

43

41

42

28

27

24

17

19

19

7

7

7

6

6

7

1 - Strongly agree 2 3 4 5 - Strongly disagree

Source: Logistix IQ800 August 2007 data

Religion has rules I respect,

regardless of whether I am a

follower of religion or not

It is more important to have

discipline and rules than

freedom to do as you like

Everyone should actively

contribute to the wider

community

35

42

55

32

29

28

23

18

11

7

10

4

3

1

2

1 - Strongly agree 2 3 4 5 - Strongly disagree

49

56

50

36

31

33

13

9

13

2

3

3

0

1

1 - Strongly agree 2 3 4 5 - Strongly disagree

On a scale of 1-5 how much do you agree with this statement?

50

44

31

24

27

28

18

20

19

6

7

11

2

4

9

1 - Strongly agree 2 3 4 5 - Strongly disagree

Millenials have a strong sense of society and duty

I enjoy living in a

multicultural society

Strongly agree

Born 1981 - 2001 Currently 11yrs – 30yrs

Crime and drug use – declining last 10 years

• Since 2001, the proportion of pupils who have

never drunk alcohol has risen

• 17% of pupils had taken drugs in 2006, down

from 19% in 2005.

Source: The British Crime Survey (BCS)

I can’t excuse what Boomers did with

sex and drugs when they were kids

Michael – aged 17

Born 1981 - 2001 Currently 11yrs – 30yrs

Until recently, benefitting from economy and family life

• Affluent families during recent times

• Low inflation and cost of technology falling

• Fewer children per family – spend per child

increased

Until 2009!

Born 1981 - 2001 Currently 11yrs – 30yrs

Digital natives Millennium kids grew up with the computer

1981 – IBM first PC

1984 – Apple Macs

1990 – www created

1993 – www grows by 341,000%

1998 – Google

1999 – dot com bubble & burst

2000 – 20 million websites, PS2

2001 – iPod

2003 – iTunes

2005 – YouTube

2006 - Facebook

25yrs

Born

20yrs

15yrs

10yrs

Born 1981 - 2001 Currently 11yrs – 30yrs

Communication is everything

• All things connected loom large in Millennials

lives. They have come of age during the digital

and internet revolution

• Being connected is incredibly important –

this generation is naturally collaborative

• Media diversity and multi-taking is common

place – not phased by pace or complexity of

communication

Source: Carphone Warehouse

Youth Report 2006

Source: OfCom 2006

Born 1981 - 2001 Currently 11yrs – 30yrs

Web 2.0 is where the Millennials feel at home

• User Generated Content means Millennials voices are heard

• All part of the communication package

• Niche interests – no need to “join up” with large tribes

• Encourages diversity and open-mindedness

Source: Novatris/Harris Interactive 2006

“Adults tend to see all things computer

related as work, even when they’re play;

kids tend to see them as play, even when

they’re work. It’s a profoundly different

mindset”

Elizabeth Weil, Fast Company USA

Born 1981 - 2001 Currently 11yrs – 30yrs

Mobile phone addicts? • Teaching mum and dad - 70% of 11-17 year olds “have to show my parents how

to use certain functions on their mobile phone”

• Texting rather than talking is the rule, and

most kids have pay as you go

• Learning the value of money by earning their top ups

Source: Carphone Warehouse

Youth Report 2006

“78% of young people

say that having a mobile

phone gives them a better

social life”

Born 1981 - 2001 Currently 11yrs – 30yrs

What is the national mood and how are Millenials reacting?

Born 1981 - 2001 Currently 11yrs – 30yrs

The current national mood 1980’s and 90’s

Families were weak

Child rearing was tightening

Gender roles were tight

Ideals were debated

Institutions were eroded

Culture was cynical

Social structure was diversified

Worldview was complex

Social priority was individual

Sense of need to do what's right

Vision of future was darkening

2001 – 2020 (Emerging mood)

Families are now strengthening

Child rearing is overprotective

Gender roles are widening

Ideals are being championed

Institutions are being founded

Culture is now practical

Social structure is settling

Worldview is simplifying

Social priority is community

Sense of need is to fix the world

Vision of future is brightening

Born 1981 - 2001 Currently 11yrs – 30yrs

Turnings: The characteristic mood of the nation

First turning: High

Follows a crisis…Friendly,

indulgent child rearing,

contentment, order and

consensus

Second Turning: Awakening

A challenge to highs

assumptions, new spiritual

agendas, soul over science,

public order deteriorates, crime

rises, families weakening

Third Turning: Unravelling

Pragmatism, self-reliance,

poor family structure,

weakening civic habits, low

public trust, pessimism

Fourth turning: Crisis

Solid public consensus, support

of authority, clampdown on bad

conduct, overprotective child

rearing

Source: The Fourth Turning, Strauss & Howe

Born 1981 - 2001 Currently 11yrs – 30yrs

Realism rules over Idealism for Millenials

A belief that the important issues have

been fought

feminism

racial equality

sexual tolerance

education for all

nuclear disarmament

etc.

Therefore more interested in micro-

issues than macro ones

Focused within society

Political convergence – there is

only centre ground – no big

issues to consider

Government focused on

commercial more than

ideological concerns

Pragmatic generation

Born 1981 - 2001 Currently 11yrs – 30yrs

Conservative heroes emerging Values & Attitudes

Respectful of parents

High standards

High expectations

Rejection of radicalism

Confident in own values

Diversity and collaboration

Networked, multiple groups

Democratic, listening

Pursuit of happiness rather than wealth

Individual responsibility

Behaviour

Regard for authority and sacrifice

Prepared to work hard

Driven to achieve

Saving and building - not destroying

Unfazed by struggle, focused

Tolerance, laissez faire

Not compelled to join single rebel tribes

Consensus through collaboration

Work/life balance

Changing my world changes

everyone’s world

Born 1981 - 2001 Currently 11yrs – 30yrs

In a word…

Whatever!

Born 1981 - 2001 Currently 11yrs – 30yrs

What are Millennial’s circumstances?

• In school, university or starting out in the workplace

• Boomer parents own the wealth – high equity in property

• Millennials staying in education, but average student debt over £12,000 will not be repaid for 15 years. 2011 Update – this is now £50k!

• Property prices prohibitive (average cost is £184,000 vs. £96,000 in 1999)

• Older Millennials are debt-ridden and hard working. However, not just motivated by money – looking for experiences and personal balance as much if not more than money

Born 1981 - 2001 Currently 11yrs – 30yrs

What about the in the workplace?

Generation X

• Distrust leadership

• Impatient and cynical

• Egalitarian vs hierarchical

• Prefer tribes to teams

• Rule breakers

Millennials

• High integrity, strong values

• Optimistic and energetic

• technically proficient

• Work well in teams

• Worldly, educated

“At recruitment fairs candidates

used to try to stress what they could

offer to a company. Now it’s the

other way round.”

The Association of Graduate

Recruiters

Source: “Generations at Work – The Power of Customer Demographics” - M Lapierre

Born 1981 - 2001 Currently 11yrs – 30yrs

Heroes of the future? • They will look to rebuild and improve it from within – no ripping down

• Based on a collaborative self-interest, rather than pure idealism of Boomer

parents or individualism of Generation X

• Still question marks over ability to lead – brought up on household democracy,

everyone’s a winner belief and collaboration with peers rather than outright

leadership

• Who will be the Millennial leaders of the future?

This is my generation

and my life, and I’m

going to do something

with it Tyler- aged 17

Born 1981 - 2001 Currently 11yrs – 30yrs

Finally, marketing is aspirational again

Marketing courses are some of the most popular in the country

previously cynicism

now embracing

Now they really know our game!