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Our research shows the biggest divide facing our society is not a gender divide, racial
divide, income or technology divide but it is the generational divide. For those of us
involved in engaging young people it must be remembered that the gap between us and
them is constantly growing: school students are always aged 5-18 but we are getting
older, so we must work harder to understand them and so remain relevant.
Generation X has been synonymous with young people since the name was first coined
by Douglas Coupland in 1991ii. However many Xers are now in their 30’s and when
it comes to understanding school students we are talking about Generation Y.
Why are young people so different to the other generations?
Age:
Obviously the age or life-stage of this generation makes them unique to other cohorts.
Being young they have different priorities to older generations. They generally have no
financial commitments, thus over 70% of their income is spent arbitrarily, with the majority
going on entertainment, travel, and food. They have different recreational pursuits to other
generations with their top 3 spare time activities being: “go to a party” (74%); “listen to the
radio” (74%); and “go to a movie” (72%)iii. The point is that people operate in different
ways because of their age. However age is not the sole reason for generational
behaviours otherwise teenagers today would be indistinguishable from teenagers of a
generation ago. Yet this is clearly not the case, and it is because life-stage is just one of
three broad factors that differentiate the generations.
Conditions:
The current economic, social, and political conditions which we all live under actually
further divide the generations. The same conditions act upon people of different ages in
different waysiv. Take text messaging on mobile phones as an example: the technology is
available to all, however 74% of messages are sent by Generation Y’sv and so they are
developing the new text language (eg “CU L8R” for “see you later”).
Experiences:
Experiences that occur during the formative childhood and teenage years also create and
define differences between the generations. These social markers create the paradigms
through which the world is viewed and decisions are made. Baby Boomers were
influenced by the advent of the TV, Rock and Roll, the Cold War, Vietnam War, the threat
of nuclear war, and the decimal currency. Xers saw in the Personal Computer, AIDS,
single parent families, the growth in multiculturalism, and the downsizing of companies.
Generation Y’s have lived through the age of the internet, cable television, globalisation,
September 11, and environmentalism. Such shared experiences during one’s youth unite
and shape a generation. There is an ancient saying that bears much truth: “People
resemble their times more than they resemble their parents”.
What most influences Generation Y?
Peers:
While the Builders’ Generation are most influenced by authority figures and Boomers
make decisions based on data and facts, post-modern youth are more likely to make a
decision based on the influence of their own peers. Our research has further confirmed
that the biggest factor determining the choice a teenager will make is the experiences of
their core group of 3 to 8 friends. Rather than making independent decisions based on
core values, they live in a culture encouraging them to embrace community values, and to
reach consensus.
Pragmatism:
It is understandable that young people today are less idealistic than generations past due
in part to the media and pop culture that fills their life. The most popular song of the
1940’s was Bing Crosby’s “White Christmas” (1942), for the 50’s it was “Rock around the
Clock” (Bill Haley and his Comets, 1955), and the 60’s it was the Beatles’ “I want to hold
your hand” (1963)vi. A quick listen to the music of choice for Generation Y reveals what
different times they live in. Much is made of the dark lyrics of Eminem and Marilyn
Manson, but these are just public examples of the popular and pervasive genre. The
influence of music is second only to the influence of TV and movies in Gen Y culture.
George Barna has found that when teenagers were asked, “What/who has a lot of
influence on your thinking and behaviour?” one quarter of the influence on their lives is
from TV and moviesvii.
Australian teenagers are now spending more time watching TV today compared to four
years ago, up from 2 hours 16 minutes per day to 2 hours and 20 minutes, a growth of
3.6%. In addition to the growing Internet and video games use, they are now approaching
4 hours screen time per dayviii.
At the same time Generation Y are increasingly worried by an array of factors from youth
unemployment rates and increasing housing costs, to body image and crime rates. The
result is that they have an increasingly short-term focus. Our research shows that their top
life expectation is to complete their education (94%) with not too many plans after this.
Preference:
For previous generations, the modernism mindset ruled and so people grew up believing
that technology was good and to be trusted, medicine could overcome any problems
humanity faced, and together we could create a great future. However in these postmodern
times, technology is often not trusted let alone held up as the answer. AIDS and
other pandemics continue to defy the experts, and the scientific method has given way to
virtual reality. The concept of absolute and inherent truth has been banished as truth is
deemed to be relative to one’s own background and understanding. The culture today
asserts that any philosophy, religion, or practice is as valid as any other as long as it
doesn’t hurt anyone else, and it is tolerant of the beliefs of others.
What are their values?
By understanding what today’s youth most value, we can determine how to most
effectively engage them. The core values of the Builders and Boomers generations
included solid values such as a strong work ethic, respect for authority, loyalty and
commitment, financial conservatism, long-term planning, and delayed gratification. Of
course many chose to reject these values however they were still culturally dominant. The
values in vogue today are drastically different:
Relational Connection:
Gen Y is seeking after more than just friendships. They want community: to be
understood, accepted, respected, and included. Our research shows that while they
spend most of their spare time with their peers, they often fail to experience real
unconditional love, and connection when with them. Above all else, Australian teens wish
for “a happy relationship” and “a loving family”ix. A stereotype is that this generation has
no loyalty however they do demonstrate strong loyalty to their friends. They work hard to
live up to what their peers expect of them, and their self-esteem often rests on how well
regarded they are in their group or sub-culture.
Bigger Meaning:
This generation has observed their parents get the rewards of hard work: houses, cars,
and material wealth. Gen Y has benefited from this being the most materially endowed,
and entertained generation of teenagers ever. Yet they have seen the costs of their
parents’ success in terms of broken marriages, absentee parenting,
and an epidemic of stress related illnesses. For their part Gen Y have been left disillusioned with the materialism they have enjoyed and boredom remains a big problem for them (57% state
that “never being bored” is of highest importance to themx).
Therefore they are looking for more than just continuing the consumerism experiment.
Indeed when deciding to accept a job, salary ranks sixth in order of importance after
training, management style, work flexibility, staff activities, and non-financial rewardsxi.
The young people of this generation do not live to work- but rather they work to live. A job
merely provides the income to do what they want to do. They are on a search for fun, for
quality friendships, for a fulfilling purpose, and for spiritual meaning (1 in 3 claim to
regularly take part in a religious service of some sort). There are more voices than ever
trying to win over a cause-seeking generation. Whether it is environmentalism, social
issues, human rights, or volunteering, young people are getting increasingly involved.
Trusted Guidance:
Our research shows that the third strongest felt need Australian teenagers have is for
guidance or direction in their life that is trustworthyxii. There is much advice on offer but
not much of it is believed by this sceptical generation, and rightly so. By the age of 18, the
average young person has viewed over 500,000 TV commercials, in addition to countless
Internet, radio, and outdoor ads, much of which is pure hype. Like the sign outside the
Pharmacist reading “Ears pierced, while you wait”, or the supermarket aisle sign “Stock up
and save. Limit of 1 per customer”, this generation is hammered with hype and has the
hype radar up screening out most messages. However if our client has a message worth
delivering, and they are authentic in their motives and style, it is possible to have a great
impact. This generation wants guidance in the form of a navigator, not a street directory.
Our society is full of proverbial street directories, which show the way to financial,
relationship, or life success. However most Gen Y’s are unsure of where they are now, let
alone where they are going, and so they are seeking specific direction from someone who
knows them, their situation, and has even travelled that way themselves. They are looking
for real life role models and mentors who not only know the way, but also go the way, and
can show the way.
How can we better communicate with them?
The traditional talk and chalk won’t work with this generation. Our communication style is
structured, yet they want freedom. We stress learning, they like experiencing. We react,
they relate. We focus on the individual, while they are socially driven. Here are four
essentials to consider when engaging with youth today:
Real:
Not only must our communication style be credible, but we must be also. They don’t
expect us to know all about their lifestyle, nor do they want us to embrace their culture.
They are simply seeking understanding, and respect. If our communication has a hidden
agenda, or we are less than transparent, it will be seen. This generation can sniff a
phoney from a long distance.
Raw:
Today’s youth have access to the most advanced technology, movie special effects, and
video games with which we can never compete. But the good news is that they are not
impacted by slick presentations. They don’t want a rehearsed talk, or a manufactured
spiel. The more spontaneous and interactive we are in the classroom, the less
intimidated, and more open they will be.
Relevant:
Obviously what we are communicating has to fall within their area of interest. But the
style, as well as the content of our message must be relevant to a generation who are
visually educated and entertained. There is no point in giving music to a friend on a
cassette tape if they only have a CD player, or on CD if they only use MP3. Similarly we
must research in the most appropriate format for those we are reaching. So in
understanding the communication styles of our target cohort we will be better equipped to
reach them.
Relational:
There is an old and true saying in education circles: “They don’t care how much you know
until they know how much you care!” Communicating to this generation requires
openness, vulnerability, and genuine interest in those we are trying to teach, and above all
else, understanding. The more relaxed the environment, and the more socially conducive
to discussions; the better will be the quality of the learning.
A Final Word:
Whether we are involved in educating youth, or in a leadership role, a quality outcome is
dependent on our understanding of them. Once we have a foundational grasp of their
characteristics, communication styles, and social attitudes, we will be well equipped to
effectively impact this enormous and emerging generation.
