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Generation Y 

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Please improve this article if you can. (July 2008)

Generation Y (sometimes referred to as "Millennials" or "Echo Boomers", even The Youtube Generationcitation needed) refers to a specific cohort of individuals born, roughly, between 1980-94 as defined by Australia.[1]. There is not a definitive name for this demographic of people, as Millennials is also commonly used[2] "Generation Y" alludes to a succession from Generation X, a term popularized by the Canadian fiction writer Douglas Coupland in 1991, in his book Generation X: Tales for an Accelerated Culture.

Generation Y are primarily children of the Baby boomers, though some are children of the Generation Jones and older Gen X adults.[3]

Contents

Generation Y defined demographically

Generation Y - The generation following Generation X, especially people born in the United States, Canada and other parts of the world from the early 1980s to the late 1990. The generation is also alternatively defined as the children of the Baby Boomer generation.

Generation Y defined sociographically

Generation Y are labeled for being peer oriented and seeking instant gratification. The rise of Facebook, MySpace, YouTube, texting, IM as well as other instant communication technologies may explain Millennials' reputation for being peer oriented and for seeking instant gratification. Millennials, like other generations, are shaped by the events, leaders, developments and trends of its time.[4] The Internet becoming a mainstream communications network, 9/11, the War on Terror and the Iraq War can be considered definitive events for members of this generation.

Trends among members

As with previous generations, many trends (and problems) began to surface as members of Millennials came of age[5].

  • Members of this generation are facing higher costs for higher education than previous generations[6][7].
  • They have been labeled the "sandwich generation" because so many remain home well into their 20s right at the time that their own parents are needing more care[8].
  • In the United States as they begin to enter colleges and universities in large numbers, some of their Baby Boomer parents are becoming helicopter parents. Many college advisors and administrators worry that this could have a negative effect on the student's social progress, ego, and developing maturity[9].
  • They represent more than 70 million consumers in the United States. They earn a total annual income of about $211 billion, spend approximately $172 billion per year, and considerably influence many adult consumer buying choices. They also face a greater degree of direct corporate marketing than any other generation in history.[10]
  • A 2008 survey by UK recruitment consultancy FreshMinds Talent in partnership with Management Today suggested that Generation Y are generally more ambitious, brand conscious and tend to move jobs more often than ever before. The survey of over 1,000 people, entitled Work 2.0, also suggests several possible misconceptions about Generation Y, including that they are as loyal as their predecessors and believe that their job says something about them as individuals[11].
  • There is more experience of family breakdown. The generation has seen high divorce rates, and homes with 2 working parents are much more common. This has greatly changed their relationships at home when compared to their parents and grandparents. This may have led them to be more peer-oriented and this may be a contributing factor to the premium that Gen Y workers place on workplace culture[4]
  • A 2007 episode of the American news magazine 60 Minutes entitled The Age Of The Millenials proposed that members of the generation are exceptionally tech-savvy, are especially tuned to their own value in the job market, have limited loyalty to any particular employer, and insist on working in a stimulating job environment.[12] However, these are simply characteristics and attitudes that were previously attributed to Generation X in works such as in the 1999 article "The Hunter-Gatherers of the Knowledge Economy: The Anthropology of Today's Cyberforagers" by David Berreby,[13] so these behaviors may be consequences of modern culture or of the modern economy rather than qualities of a particular generation.
  • The generation is sometimes defined as "Civics", characterised as wealth creators and nation builders. They are sometimes described as an "overachieving, overscheduled" generation."[14].

Generation Y and technology

In their recent book, Reynol Junco and Jeanna Mastrodicasa[15] found that in a survey of 7,705 college students in the US:

  • 97% own a computer
  • 94% own a cell phone
  • 76% use Instant Messaging and social networking sites.
  • 15% of IM users are logged on 24 hours a day/7 days a week
  • 34% use websites as their primary source of news
  • 28% author a blog and 44% read blogs
  • 97% have downloaded music and other media using peer-to-peer file sharing
  • 49% regularly download music and other media using peer-to-peer file sharing
  • 75% of college students have a Facebook account[16]
  • 60% own some type of portable music and/or video device such as an iPod.

Alternative names

  • Backpack generation [17]

See also

External links

References

  1. ^ "Australia's Generations - The Definitive Classification". Fast Facts. McCrindle Research. Retrieved on 2008-07-19.
  2. ^ Shapira, Ian (2008-07-06). "What Comes Next After Generation X?", Education, The Washington Post, pp. C01. Retrieved on 2008-07-19. 
  3. ^ Herbig et al., 1993
  4. ^ a b McCrindle, Mark. "The ABC of XYZ: Generational Diversity at Work". McCrindle Research. Retrieved on 2008-07-19.
  5. ^ Rout, Milanda (2006-10-16). "Junk Food Bans at Schools", Herald Sun. Retrieved on 2008-07-19. 
  6. ^ Males, Michael (March 1996). The Scapegoat Generation: America's War on Adolescents. Common Courage Press. ISBN 1567510809. 
  7. ^ Rothberg, Steven (2007-03-30). "Gen Y: Community Focused or Money Hungry?". College Recruiter. Retrieved on 2008-07-19.
  8. ^ Pleffer, Andrew (2007). "Generational Warfare". Snapshot. McCrindle Research. Retrieved on 2008-07-19.
  9. ^ "(title not known)", The Wall Street Journal (2005-07-28). Retrieved on 2008-07-19. 
  10. ^ **Harris Interactive 2003 Youth Pulse(SM) Survey
  11. ^ "Work 2.0 Survey - My Generation". MT FreshMinds (2008-02-28). Retrieved on 2008-07-19.
  12. ^ "The Age Of The Millenials". 60 Minutes. 2007-11-08.
  13. ^ Berreby, David (1999). "The Hunter-Gatherers of the Knowledge Economy: The Anthropology of Today's Cyberforagers". Strategy+Business: 52–64. New York: Booz & Company. ISSN 1083-706X. 
  14. ^ Devine, Miranda (2006-10-19). "Gen Ys Dish it Back, for the Right Reasons", The Sydney Morning Herald. Retrieved on 2008-07-19. 
  15. ^ Junco, Reynol; Mastrodicasa, Jeanna (2007-03-29). Connecting to the Net.Generation: What Higher Education Professionals Need to Know About Today's Students, 1st, NASPA. ISBN 0-931654-48-3. Retrieved on 2008-07-19. 
  16. ^ Przybyla, Heidi (2007-05-07). "Obama's 'Youth Mojo' Sparks Student Activism, Fueling Campaign", Bloomberg. Retrieved on 2008-07-19. 
  17. ^ Curtis, James M. (Spring 2001). "The Backpack Generation and Art History". Journal of Aesthetic Education 35 (1): 31–44. doi:10.2307/3333769. Retrieved on 2008-03-21. 
Preceded by
Generation X
(1961-1981)		 Millennials (Generation Y)
(1982-2001)		 Succeeded by
Generation Z and/or Internet Generation
(2001 –2020) [1]
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