Post on 08-May-2015
MillennialsText
(and their parents)Rebooted
OACAC 2011Jeff Kallay - VP Consulting a.k.a.“Apostle of Authenticity”
15 American Generations 4 Cycles = 4 Stage/2 Stroke
Generation XMillennials
Millennials RebootedWhat does it all mean?
Discussion and Media Resources
Manage the Expectations
Disclaimers
“In America, each generation is a new people.”Alec de Tocqueville, 1830
LifeCourse Associates www.lifecourse.com
4Number of books by Howe and Strauss
Generations, 13th Gen, The Fourth Turning and Millennials Rising
LifeCourse Associates www.lifecourse.com
4 - Number of books by Howe and StraussGenerations, 13th Gen, The Fourth Turning
and Millennials Rising
LifeCourse Associates www.lifecourse.com
4Number of Generations Colliding
in the WorkplaceSilent, Boomers, Xers and Millennials
Howe and Strauss
23.4Average Number of Years of
American Generations
Howe and Strauss
15American Generations (19 New World)
Howe and Strauss
4Number of Generational Cycles and
Number of Generations Per Cycle
Name + Birth YearsAwakening + 1701-1723
Liberty + 1724-1741Republican + 1742-1766
Compromise + 1767-1791
Revolutionary Cycle
Name + Birth YearsTranscendental + 1792-1821
Gilded + 1822-1842Progressive + 1843-1859
Civil War Cycle
Name + Birth YearsMissionary + 1860-1882
Lost + 1883-1900G.I. + 1901-1924
Silent + 1925-1942
Great Power Cycle
Name + Birth YearsBoomer + 1943-1960
X + 1961-1981Millennials + 1982-2000/01
15th (Homeland or iGeneration) + 2000/01-20??
Millennial Cycle
Howe and Strauss
4/24 Stage/2 Stroke Per Cycle
The Fourth Turning
Name + Birth Years = Description Awakening + 1701-1723 = Idealist
Liberty + 1724-1741 = ReactiveRepublican + 1742-1766 = Civic
Compromise + 1767-1791 = Adaptive
Revolutionary Cycle
Name + Birth Years = DescriptionTranscendental + 1792-1821 = Idealist
Gilded + 1822-1842 = ReactiveProgressive + 1843-1859 = Adaptive
Civil War Cycle
Name + Birth Years = DescriptionMissionary + 1860-1882 = Idealist
Lost + 1883-1900 = ReactiveG.I. + 1901-1924 = Civic
Silent + 1925-1942 = Adaptive
Great Power Cycle
Name + Birth Years = DescriptionBoomer + 1943-1960 = Idealist
X + 1961-1981 = ReactiveMillennials + 1982-2000/01 = Civic
15th (Homeland or iGeneration) + 2000/01-20?? = Adaptive
Millennial Cycle
Idealist birth CivicReactive birth Adaptive
Civic birth IdealistAdaptive birth Reactive
Repeat
4 Stage / 2 StrokeIdealist Reactive
CivicAdaptive
Rebels against the elder-built world and against the generation before it.
(Think X>Boomer and Millennial>X)
Redirects society towards its own inclinations.
Each Generation
1. Solves the problems facing the prior youth generation (Millennial>X)
2. Corrects for the behavioral excess it perceives in current midlife generation (Millennial>Boomer)
3. Fills the social role being vacated by the departing elder generation (Millennials>G.I.)
Each Generation
Is shaped by their surroundings and by the generations with which they interact.
While being born becomes history, and as they age they make history.
Each Generation
Social Moment - a brief period of time when people perceive historical events to radically alter their social environments.
1. Secular Crisis - when society focuses on reordering the outerworld of institutions and social behavior.
2. Spiritual Awakening - when society focuses on changingthe inner world of values and personal behavior.
Types of History
1. Idealist - encounters a spiritual awakening in rising adulthood and a secular crisis entering elderhood.
2. Reactive - encounters a spiritual awakening entering youth,and a secular crisis entering midlife.
3. Civic - encounters a secular crisis entering rising adulthood, and a spiritual awakening entering elderhood.
4. Adaptive - encounters a secular crisis entering youth,and a spiritual awakening entering midlife.
Repeating in America
Five Surprising Facts Marketers Should Know About 2010 Census Stats
Advertising Age April 4, 2011
http://adage.com/article/news/census-2010-surprising-facts-marketers/149692/
“Applications and yield numbers are down”NACAC Study, October 2010
“Loan crisis goes to college.”CNN Money.com, May 2010
“College loans are the new subprime crisis”New York Times, June 2010
vs.XMillennial
X“A generation that can sneakily trump boomer
narcissism and millennial entitlement.”
Jeff Gordiner, “X Saves the World: How Generation X Got the Shaft but Can Still Keep Everything from Sucking”
Born and raised as independent latch-key kids.Sexual Revolution, Watergate, Vietnam,
Gay Rights, High Divorce Rate, Recession and Woman’s Movement peppered their youth.
Demonized by Hollywood: Rosemary’s Baby, The Exorcist, Taxi Driver, Pretty Baby and The Omen.
About Generation X
Playing to win by half expecting to lose.
Accepting wide gaps between personal outcomes and sex roles.
Proud of their ability to cut through the hype.
About Generation X
Becoming cautious in family life and gradually mellowing in personality.
Dedicated to starting and maintaining stable families, something their Silent generation
parents did not.
About Generation X
MillennialLargest, most wanted, most watched over and most diverse generation in American history.
Howe and Strauss “Millennials Rising”
The Three “Kaitlins”
Kaitlin Caitlin Kate Lynn
3.6Average birthrate of Millennials
(in millions)
Howe and Strauss “Millennials Rising”
76Million Millennials
(vs. 72 million Boomers and 42 million Xers)
Howe and Strauss “Millennials Rising”
$50kParents willing to pay for an ovum from an
attractive, high IQ, female at a top university
Howe and Strauss “Millennials Rising”
50%Increase in amount of stuff in weight in
average American homes vs. 20 years ago
US News and World Report, 2008
87%College freshmen who have never shared
a room with a sibling
Chronicle of Higher Education, November 2009
35% are non-white (and Latino).
1 in 5 have an immigrant parent, 1 in 10 have a non-citizen parent.
Largest separation in wealth in American history.
About Millennials
Celebrated, cherished and protected.
Celebrated by Hollywood: Three Men and Baby,Baby Boom, Mr. Mom and Disney princesses.
Empowered females.
Bike helmets, car seats, nanny cams and more.
About Millennials
Raised by attached parents.Freakishly close to their “Helicopter Parents” or
“Blackhawks” transitioning to “Stealth.”
Parents are “Best Friends” and co-purchasing.
Conservative. Or Conventional?
About Millennials
Team Oriented.Task Oriented.
Civic Oriented. (not in march on D.C. way)
Want to achieve high standards set for them.Feel that they have already “paid their dues.”
About Millennials
Eliminate Ambiguity.Think of Time as 24/7 Resource.
Combine Work with Play.Make it Worthwhile.Handle with Care.
Play to Their Strengths.Group Think.
Reaching Millennials
5000Marketing messages your members are
assaulted by each day
Adweek November 2006
90%Consumers who trust word of mouth,
vs. traditional advertising
Adweek November 2006
Watch Welcome to the Social Media Revolution
Regonize 2nd Cohort.Post Great Recession.
Shift from Boomer Helicopter to Xer Stealth.Parents want ROI.
Financial Aid knowledge is key!Cut through the hype.
Online and In-Person support work in tandem.
Millennials Rebooted
Who is Next?
15thHomeland or iGeneration
2000/2001-?
Your Bookshelf
Did You Know? Videohttp://www.youtube.com/watch?v=PHmwZ96_Gos&feature=related
Web 2.0 Videohttp://www.youtube.com/watch?v=6gmP4nkeOE0E
Pew Internet Researchhttp://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx
Media and Resources
Mommy, Tell My Professor He’s Not Nicehttp://www.sptimes.com/2006/06/19/State/Mommy__tell_my_profes.shtml
A Generation Serves Notice; It's a Moving Targethttp://query.nytimes.com/gst/fullpage.html?
res=9D0CE7D9123FF931A15752C0A9609C8B63
Facebook grows uphttp://www.newsweek.com/id/32261/page/2
YouthQuake (Millennial Values in Work)http://www.businessweek.com/magazine/content/08_03/b4067000290367.htm?
chan=magazine+channel_top+stories
Scenes From A Culture Clashhttp://www.fastcompany.com/magazine/102/culture-clash.html
Get The Best Out Of Millennialshttp://www.adage.com/talentworks/article?article_id=124891
The Millennials are Cominghttp://www.cbsnews.com/stories/2007/11/08/60minutes/main3475200.shtml
Employee Evolution - Millennials at Workhttp://www.employeeevolution.com/
TargetX iThink Bloghttp://.targetx.com/ithink
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MillennialsText
(and their parents)Rebooted
OACAC 2011Jeff Kallay - VP Consulting a.k.a.“Apostle of Authenticity”