oacac millennials rebooted
TRANSCRIPT
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MillennialsText
(and their parents)Rebooted
OACAC 2011Jeff Kallay - VP Consulting a.k.a.“Apostle of Authenticity”
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15 American Generations 4 Cycles = 4 Stage/2 Stroke
Generation XMillennials
Millennials RebootedWhat does it all mean?
Discussion and Media Resources
Manage the Expectations
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Disclaimers
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“In America, each generation is a new people.”Alec de Tocqueville, 1830
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LifeCourse Associates www.lifecourse.com
4Number of books by Howe and Strauss
Generations, 13th Gen, The Fourth Turning and Millennials Rising
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LifeCourse Associates www.lifecourse.com
4 - Number of books by Howe and StraussGenerations, 13th Gen, The Fourth Turning
and Millennials Rising
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LifeCourse Associates www.lifecourse.com
4Number of Generations Colliding
in the WorkplaceSilent, Boomers, Xers and Millennials
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Howe and Strauss
23.4Average Number of Years of
American Generations
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Howe and Strauss
15American Generations (19 New World)
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Howe and Strauss
4Number of Generational Cycles and
Number of Generations Per Cycle
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Name + Birth YearsAwakening + 1701-1723
Liberty + 1724-1741Republican + 1742-1766
Compromise + 1767-1791
Revolutionary Cycle
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Name + Birth YearsTranscendental + 1792-1821
Gilded + 1822-1842Progressive + 1843-1859
Civil War Cycle
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Name + Birth YearsMissionary + 1860-1882
Lost + 1883-1900G.I. + 1901-1924
Silent + 1925-1942
Great Power Cycle
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Name + Birth YearsBoomer + 1943-1960
X + 1961-1981Millennials + 1982-2000/01
15th (Homeland or iGeneration) + 2000/01-20??
Millennial Cycle
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Howe and Strauss
4/24 Stage/2 Stroke Per Cycle
The Fourth Turning
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Name + Birth Years = Description Awakening + 1701-1723 = Idealist
Liberty + 1724-1741 = ReactiveRepublican + 1742-1766 = Civic
Compromise + 1767-1791 = Adaptive
Revolutionary Cycle
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Name + Birth Years = DescriptionTranscendental + 1792-1821 = Idealist
Gilded + 1822-1842 = ReactiveProgressive + 1843-1859 = Adaptive
Civil War Cycle
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Name + Birth Years = DescriptionMissionary + 1860-1882 = Idealist
Lost + 1883-1900 = ReactiveG.I. + 1901-1924 = Civic
Silent + 1925-1942 = Adaptive
Great Power Cycle
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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
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Idealist birth CivicReactive birth Adaptive
Civic birth IdealistAdaptive birth Reactive
Repeat
4 Stage / 2 StrokeIdealist Reactive
CivicAdaptive
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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
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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
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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
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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
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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
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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/
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“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
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vs.XMillennial
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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”
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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
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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
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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
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MillennialLargest, most wanted, most watched over and most diverse generation in American history.
Howe and Strauss “Millennials Rising”
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The Three “Kaitlins”
Kaitlin Caitlin Kate Lynn
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3.6Average birthrate of Millennials
(in millions)
Howe and Strauss “Millennials Rising”
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76Million Millennials
(vs. 72 million Boomers and 42 million Xers)
Howe and Strauss “Millennials Rising”
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$50kParents willing to pay for an ovum from an
attractive, high IQ, female at a top university
Howe and Strauss “Millennials Rising”
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50%Increase in amount of stuff in weight in
average American homes vs. 20 years ago
US News and World Report, 2008
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87%College freshmen who have never shared
a room with a sibling
Chronicle of Higher Education, November 2009
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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
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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
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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
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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
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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
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5000Marketing messages your members are
assaulted by each day
Adweek November 2006
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90%Consumers who trust word of mouth,
vs. traditional advertising
Adweek November 2006
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Watch Welcome to the Social Media Revolution
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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
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Who is Next?
15thHomeland or iGeneration
2000/2001-?
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Your Bookshelf
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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
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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
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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
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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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1. Wait for our email with link
2. Go to: www.slideshare.net/targetx/oacac-millennials-rebooted
3. Follow these steps:a. Go to: www.slideshare.net/targetx
b. search OACAC
Download Session PDF
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Free On Friday Webcasts
www.targetx.com/webcast
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MillennialsText
(and their parents)Rebooted
OACAC 2011Jeff Kallay - VP Consulting a.k.a.“Apostle of Authenticity”