The Millennial Generation: The Next Generation in College Enrollment Gaston College, November 1, 2010 Terri Manning Bobbie Frye Cheryl Roberts A Study Funded by the Workforce Development Board It May Take a Village to Raise a Child, but it Takes a Society to Raise a Generation Economic Conditions Societal Norms Political Events Major Crises Each Generation • Consists of approximately a 20-year span (not all demographers and generation researchers agree on the exact start/stop dates) • Has a unique set of values • Reacts to the generation before them • Looks at their generation as the standard of comparison • Looks at the next generation skeptically “these kids today…” • Those born on the “cusp” may have a blended set of characteristics • They are either idealistic, reactive, civic or adaptive The Veterans Childhood • Raised by the GI Generation (civic) • Large families (3-5 children) • Strong sense of extended family (same town or home) • Grandparents in the home • Average 10-year-old spent 4-6 hours daily with a significant adult role model • Rural society • Apprenticeship businesses and farming • Perception of the world as “safe” Core Values Dedication Hard Work Conformity Law and Order Patience Delayed Reward Duty before Pleasure Adherence to Rules Honor The Veterans • Children of the Great Depression and WWII, this generation decided not to attack the institutions created by the generation before them, but instead, as global thinkers, they chose to focus on improving and refining them so that they could be good for everyone, not just a select few. • The overall goal was not to change the system, but to work within it. • While economically very successful, they were also the inventors of "the midlife crises" probably because they didn't get a chance to enjoy the freedoms of their youth. The Veterans Important Events • Lindbergh Completes First Transatlantic Flight • Stock Market Crash • Depression • The New Deal • Social Security • Pearl Harbor • The End of WWII • FDR Dies • Korean War The Baby Boomers 1943–1964 (the largest generation, idealist) • Divorce reached a low in 1960 of 9% • Families moved due to GI Bill, GI housing and industrialization • First generation to live miles from Core Values extended family Optimism • Family size smaller (2-3 children) Team Orientation Personal Gratification • Few grandparents in the home Health and Wellness • Moms stayed home – no daycare Personal Growth Youth • Children spent significant time with Work adult role models (mostly mom) Involvement • Perception of the world as “safe” Baby Boomers Important Events • Rosa Parks • First Nuclear Power Plant • The Civil Rights Act • Cuban Missile Crisis • John Glen Orbits the Earth • Martin Luther King Leads March on Washington, D.C. • President John F. Kennedy Assassination • National Organization for Women Founded • Martin Luther King Assassination • Robert F. Kennedy Assassination • Watergate • Kent State Massacre • Vietnam War • Woodstock Baby-boomer Results • Very idealistic - banned together and walked through life with their fists held high • Generation gap occurred between them and their parents • Captured phrases like “why be normal” and “question authority” • They weren’t friendly toward authority figures • Did not get along with their parents and swore they would not raise their kids like they were raised • As adults - work an average of 55 hours per week The Late Veterans and Early Boomers Gave Birth to the Next Generation • The Gen Xers 1965–1982 • A Lost Generation… A Nomadic Generation….. • Half the Size of the Baby Boom (reactive) The Gen X Childhood • Divorce reached an all-time high • Single-parent families became the norm Core Values • Latch-key kids were a major issue Dedication of the time Hard Work • Children not as valued – looked at Conformity as a hardship Law and Order • Families spread out (miles apart) Patience • Family size = 1.7 children (many Delayed reward only-children) Duty before • Perception of the world as “unsafe” pleasure • Average 10 year old spent 14 ½ Adherence to minutes a day with a significant adult role model rules • Parents looked around and said – Honor we need to do this better Gen X Important Events • Women’s Liberation Protests • Watergate Scandal • Energy Crisis begins • Tandy and Apple Market PCs • Mass Suicide in Jonestown • Three Mile Island • US Corporations begin Massive Layoffs • Iran Hostage Crisis • John Lennon Shot and Killed • Ronald Reagan Inaugurated • Challenger Disaster • Exxon Valdez Oil Tanker Spill • HIV Generation X • This is the conscientious, extremely pragmatic, self-sufficient generation that has a ruthless focus on the bottom-line. • Born and raised at a time when children were at the bottom of our social priorities, Gen Xers learned that they could only count on one thing - themselves. As a result, they are very "me" oriented. • They are not active voters, nor are they deeply involved in politics in general. • Parents looked around and said “ we have to do this better.” Generation Next (civic) The Echo Boom/Millennials… The Millennials are almost as large as the baby boom-some say larger - depending on how you measure them (approx. 81M). The Millennials are the children born between 1982 and 2002 (peaked in 1990), a cohort called by various names: Echo Boom Generation Y Millennials Net Generation Things Began to Change for This Generation • Abortion rates peaked in 1980 and began a slow decline. • Poverty rate for children peaked in 1983 and began a slow decline (Medicaid began). • US divorce rate peaked in 1981 and began a decline. • Homicide rate against children peaked in 1982 and began a decline. • They were born into a better world, a more optimistic world than the generation before them. • Children of the infertility era, parents really wanted them. Millennials • This generation is civic-minded, much like the previous GI Generation. • They are collectively optimistic, long-term planners, high achievers with lower rates of violent crime, teen pregnancy, smoking and alcohol use than ever before. • This generation believes that they have the potential to be great and they probably do. We are looking to them to provide us with a new definition of citizenship. The Millennial Childhood • The most monumental financial boom in history. • Steady income growth through the 1990’s. • Still great disparity between races. • Saw their parents lose all their stocks and mutual funds (college funds) during the early 2000’s. Demographic Trends The Baby Boomers chose to become older parents in the 1980s while Gen X moms reverted back to the earlier birth-age norm, which meant that two generations were having babies. In 1989, 29 percent of the 4.4 million live births were to women aged 30 and older. Millennials have older largely Baby Boomer parents: Average age of mothers at birth at an all time high of 27 in 1997. Demographic Trends, cont. Smaller families: Only children will comprise about 10% of the population. More parental education: 1 in 4 has at least one parent with a college degree. Kids born in the late ‘90s are the first in American history whose mothers are better educated than their fathers by a small margin. Demographic Trends – Changing Diversity Increase in Latino immigration Latino women tend to have a higher fertility rates than nonLatino women. Nearly 35% of Millennials are nonwhite or Latino. Twenty percent of this generation has at least one parent who is an immigrant. Millennials have become the most racially and ethnically diverse generation in US History. Safety Issues The Safest Generation • This generation was buckled up in car seats, wore bike helmets, elbow and knee pads when skating, and were the inspiration for “Baby on Board” signs. The Well-Being of U.S. Teens • Mortality Rate for US teens aged 15–19 declined from 1960 to 1997. -Teens are having fewer accidents than Boomers Major Influencing Factors 1. 2. 3. 4. 5. Their parents The self-esteem movement The customer service movement Gaming and technology Casual communication Parenting Millennials • This generation is being parented by welleducated, over-involved adults who participate in “deliberate parenting.” They have outcomes in mind. • Boomers were the first generation to be thrown out in to an unsafe world as adolescents. • The 60’s and 70’s were very scary and many of us felt unprepared for it. • We were naïve and didn’t have enough tools in our tool box to deal with it. Baby Boomers as Parents • Boomers rebelled against the parenting practices of their parents. • Strict discipline was the order of the day for boomers. • They made conscious decisions not to say “because I told you so” or “because I’m the parent and you’re the child.” • Boomers became more “friendly” with their children. They wanted to have open lines of communication and a relationship with them. Baby Boomers as Parents • They explained things to their children, (actions, consequences, options, etc.) – they wanted them to learn to make informed decisions. • They allowed their children to have input into family decisions, educational options and discipline issues. • We told them “just because it is on television doesn’t mean it’s true” or “you can’t believe everything you read.” • We wanted them to question authority. The Result • Millennials have become “a master set of negotiators” who are capable of rational thought and decision-making skills at young ages. • They will negotiate with anyone including their parents, teachers and school administrators. • Some call this “arguing.” Helicopter Parents • Helicopter Parent (n) A parent who hovers over his or her children. • Or Snowplow parent: Parents who clear the way for their children • ……these (echo) boomers are confident, achievement-oriented and used to hovering "helicopter" parents keeping tabs on their every move. (Anthony DeBarros, "New baby boom swamps colleges," USA Today, January 2, 2003) Helicopter Parent go to College • A new generation of over-involved parents are flooding campus orientations, meddling in registration and interfering with students' dealings with professors, administrators and roommates, school officials say. • Some of these hovering parents, whose numbers have been rising for several years, are unwittingly undermining their children's chances of success, campus administrators say. Now, universities and colleges are moving rapidly to build or expand programs aimed at helping parents strike a better balance. Colleges Ward Off Overinvolved Parents By Sue Shellenbarger From The Wall Street Journal Online Issues for Discussion - Dealing With Parents • The last group of millennials will begin college in 2020. • We need to begin to be proactive now. – Orientation for parents – Materials for parents – Communication with parents via newsletter or emails – Help them learn how to help their student – Help them understand what it takes for a student to become independent and help themselves Dealing With Parents • FERPA only limits us from talking to parents about student progress, attendance, grades, etc. but nothing else. • We feel we shouldn’t have to deal with parents – because our history indicates our average student age has been about 30. • Not so today – most rapidly growing group is under 25 and will continue to be so for a while (in 07-08, 50% were under 30) • Parents need to know about FERPA What Do Universities Do With Parents • • • • Parents organization – great help with fundraising Parent orientation Parents’ weekend (or other events) Mail to parents to purchase care packages during finals week, etc. • Parents pay for services for their children • Could be a great group of volunteers for us • But it takes staff to coordinate them Baby Boomer Parents have been their Biggest Cheerleaders • Millennials expect and need praise. • Will mistake silence for disapproval. • Millennials expect feedback. Parental Care in the Millennial Era • Today’s typical family is spending more, not less, time with kids. • Smaller families mean more time with each child. • Fathers are spending more time with children. • Less housework is being done. • There is a strong connection between the social lives of parents and kids. • They get along with their parents and share their parents’ values. Who are your heroes? • An Associate Press/MTV poll asked millennials who they looked up to as heroes? – 50% said their parents (29% mom, 21% dad) – 11% named a friend – 10% said God – 8% named a grandmother – 7% a brother – 5% a teacher or professor CNN 8/20/07 Focus on Self-esteem • This generation was the center of the “self-esteem” movement. • 9,068 books were written about self-esteem and children during the 80s and 90s (there were 485 in the 70s). • The state of California spent millions studying the construct and published a document entitled “Toward a State of Self-esteem.” • Yet they can’t escape the angst of adolescence – they still feel disconnected, question their existence, purpose and the meaning of life. They want to feel valued and cared about. Focus on Customer Service • Expect access (24/7) • Expect things to work like they are supposed to • If they don’t “that is your problem” • They want what they have paid for • Everything comes with a toll-free number or web address • Want “Gateway Go Back” in classes Add the Impact of Gaming • Gaming has impacted children – The game endings changed based on the decisions children made (Role Playing Games [Legend of Zelda, Final Fantasy, Chronotrigger]) impacting locus of control. – Involves a complex set of decisionmaking skills. – Teaches them to take multiple pieces of data and make decisions quickly. – Learning more closely resembles Nintendo, a trial and error approach to solving problems. We navigated our way through….. They navigated their way through….. Technology • This generation has been plugged in since they were babies. • They grew up with educational software and computer games. • They think technology should be free. • They want and expect services 24/7. • They do not live in an 8–5 world. • They function in an international world. Millennials Want to Learn With technology With each other Online In their time In their place Doing things that matter (most important) Source: Achievement and the 21st Century Learner. Cell Phone Technology • 39% had cell phones in 2004 – 66% by 2009. Expect to be in contact 24/7. • Not a phone – a lifestyle management tool • Staying “connected” is essential. • Communication is a safety issue for parents. • Communication has become casual for students (IM, email and cell phones. Children and Teens and Technology Children and Teens on the Computer Source: Los Angeles Times Cell Phone Usage Texting • The typical American teen sends 50 messages a day or 1,500 a month. • 31% of teens send and receive more than 100 messages a day (3,000 a month.) • 65% of high school students use cell phones in school, 25% text in class. • 86% of adults have cell phones. Source: www.techcrunch.com (Feb. 2010) Mobile Devices • 25% of Americans 12 and older have listened to audio from an iPod. • 18% of 8-18 year-olds have iPods/MP3 Players in 2004 – 76% by 2009. • 26% of people read news on a mobile device. The average American digests 34 gigabytes of information outside of work daily, • More than 100 million access Facebook from a mobile device Daily Technology/Media Use Kaiser Generation M2-Kids/Youth/Media Survey (Jan. 2010) Social Networking • The world spends 110 billion minutes on social-media and blog sites. This equates to 22% of all the time online or 1 in every 4 ½ minutes. • These sites were visited by 75% of the global consumers who go online. The average visitor spends almost 6 hours a month. • Facebook passed the 500 million user mark in July 2010. • 50% of Americans have profiles on social networking sites. Source: www.web-strategist.com Common Sense Media Poll (Aug. 2009) Teen social networking by the numbers 51 Percentage of teens check their sites more than once a day. 22 Percentage check their sites more than 10 times a day. 39 Percentage have posted something they later regretted. 37 Percentage have used the sites to make fun of other students. 25 Percentage have created a profile with a false identity. 24 Percentage have hacked into someone else's social networking account. 13 Percentage have posted nude or seminude pictures or videos of themselves or others online. The “Information Age” Mindset • Students have never known life without the computer. It is an assumed part of life. • The Internet is a source of research, interactivity, and socializing (they prefer it over TV). • Doing is more important than knowing. • There is zero tolerance for delays. • The infrastructure and the lecture tradition of colleges may not meet the expectations of students raised on the Internet and interactive games. What About 1st Generation Students? • Not all students will be proficient; first-generation and students from low income or working class families may have less experience. • Their experience with technology has been in arcades and minimally in school (poorer districts.) • They have not had the exposure to educational uses of technology. • We need another placement test – remedial keyboarding and technology. • Huge digital divide between the “haves” and the “have nots” based on income levels (class). • Digital divide is appearing in pre-K. In School • They need to understand why they are doing what they are doing – objectives of classroom activities and projects. • They want to have input into their educational processes. • They want to be involved in meaningful activities, not mundane work. • They think it is cool to be smart. • They will respond well to programs like “learning communities and service learning.” Millennial Expectations • Clear expectations, explicit syllabi, and well structured assignments. • They expect detailed instructions and guidelines for completing assignments. • They have come from K-12 systems where students are actively involved in learning and classroom activities change often. • Teachers are helpers and facilitators of learning. Satisfaction with Online Courses Source: Educause SAT Scores – 20 Years of Progress Millennials Began Taking SAT ACT Percent College Ready Class of 2009 Only 23% of all students were considered “college-ready” in all four subjects. Ten Year Trends (actually improving) Ambitions Most • • • popular college majors: Medicine Education/teaching Business and marketing • • • Engineering Law and politics Computer science Most sought after qualities in careers: • • • Responsibility Independence Creativity Most • • Source: Industry Week, March, 1998. • Idealistic and committed co-workers common job trends : Multi-taskers Change Careers • • Seek security & benefits Stay with company that offers a challenge Difference in Values • They have witnessed their baby boomer parents coming home from stressed jobs, exhausted, falling asleep at the dinner table; and don’t want that for themselves. • They are a generation who is interested in a life with value and meaning – they do not aspire to what the “boomers” aspire to – they want something different. True Multi-taskers • Millennials have lived programmed lives and are already quite capable of learning several jobs simultaneously and performing them admirably. • Millennials will change careers many times. • Retooling and recycling their skills and talents will become common. • To retain them, smart employers will encourage Millennials to try out different careers within the same company. What Do Businesses and Colleges/ Universities Need to Know about Today’s College Students and Graduates Here Come the Girls Boys Issues in K-12 For Every 100 Girls Who…. Number of Boys Enroll in Kindergarten 116 Enroll in Ninth Grade 101 Enroll in Twelfth Grade 98 Are Suspended from K-12 250 Are Expelled from K-12 335 Diagnosed with Learning Disability 276 Enroll in the gifted and talented program 94 The Boys Project. http://www.boysproject.net/statistics.html Boys and Their Educational Choices For Every 100 Girls Who…. Number of Boys Graduate from High School 96 Enroll in College 77 Earn an Associates Degree 67 Earn a Bachelors Degree 73 Earn a Masters Degree 62 Earn a Doctorate 92 The Boys Project. http://www.boysproject.net/statistics.html First Time Freshman Enrollments by Gender – 50 Years (numbers in thousands) 1600 (54.8%) 1400 1200 (45.2%) 1000 800 Males Females 600 400 200 04 20 00 20 95 19 90 19 85 19 80 19 75 19 70 19 65 19 60 19 19 55 0 College Graduation Projections (numbers in thousands) (61% of degrees will go to women) 1050 (62.6%) 950 850 Assoc. Degree Male Assoc. Degree Female Bach. Degree Male Bach. Degree Female 750 650 (37.4%) 550 (60%) 450 350 (40%) 250 6 50 20 7 60 20 8 70 20 9 80 20 0 -1 9 0 20 1 -1 0 1 20 2 -1 1 1 20 3 -1 2 1 20 4 -1 3 1 20 Need for Services • It is estimated that 3 million Millennials have been diagnosed with ADHD and have been medicated (80% are boys). • Within student populations, the number with disabilities has jumped from 3% to 9%. – – – – Many have had individual education plans. Many need testing services (quiet, separate). Need to self-advocate to teachers. Major transition from high school to college. 2004 Research Study • Central Piedmont Community College’s Center for Applied Research was contracted to do this study by the Workforce Development Board. – Focus Groups were conducted. – An Online Survey was administered. – Data collected January–March 2004 from the University of NC at Charlotte, Central Piedmont Community College and Johnson C. Smith University. Characteristics They Look for in Teachers • At least 50% said: – – – – – – Enthusiastic about the course/teaching Are fun to be around Provide intellectual challenges Have flexible class policies Are sensitive to your needs/feelings Emphasize preparing for future career Working in Teams • How do you feel about working in teams? – I like it – Have no feelings about it – I don’t like it 44.7% 25.9% 29.4% Working in Teams • In the classroom, do you do the following? 1 = never 2 = rarely 3 = sometimes 4 = often Mean (sd) Are given “team grades” on working with others Write papers/do projects with others Study/do research in teams 2.62 (.89) 2.41 (.79) 2.35 (.80) What Will You Do After Graduating? • • • • • Immediately get a job Continue my education Take some time off Marry/start a family Not sure 43% 34% 5% 6% 13% Career Field How likely do you think it is that your first job out of college will be in your career field? – Somewhat Likely – Not Likely/Not Sure – Very Likely 37.4% 20.5% 39.4% Salary Expectations • Realistically, what do you expect your starting salary will be when you begin working? – – – – – – $15-20K $21-30K $31-40K $41-50K $50K+ Not sure Millennials 7.7% 29.3% 27.0% 15.9% 7.0% 12.5% Approximately 65% felt they would earn $40K or less Importance of Career Components • Elements thought to be very important Respected on the Job Opportunity for Professional Development Ability to Have an Impact on the World Importance of Career Components • Items thought to be somewhat important: Access to Information and Expression of Personal Opinion Having High Job Prestige Working with Inspiring Colleagues Geographic Location of Job Receive Guidance and Direction from Supervisor Importance of Career Components • Items thought to be somewhat important: Participating in Company Decisions Independence/Professional Autonomy Using Creativity on the Job Lots of Responsibility Flexible Work Hours Dress Code Appropriate to Work Environment Importance of Job Benefits • Benefits thought to be very important Health Insurance Salary Growth Plans like 401K Life Insurance Bonuses Employer-paid Retirement • Benefits thought to be unimportant Stock Options Profit Sharing Jobs in Lifetime • How many jobs do you think you will hold in your lifetime? – 1-3 35.7% – 4-6 41.5% – 7-10 16.5% – Over 10 6.2% 64% expect to have 4 or more jobs Future Odds • The following % felt it was very likely that they would someday: Work for themselves/own business Have lifestyle they grew up with 21% 63% • 79% felt a two income household would be somewhat to very important in reaching their lifestyle goals? Quality of Life? Rank order of items that contribute to a good quality of life (% ranking item in top 3 on a scale of 1-8) – – – – – – – Having a secure future for my family Time to enjoy family/children Having family/children Having a great job Having good friends Having plenty of money Having plenty of free time 71.5% 68.7% 63.2% 60.4% 55.2% 45.5% 40.2% Your Generation in the Future • Someday, your generation will be raising kids, running corporations and occupying high political office. When that day comes, which areas of American life will be better, the same or worse than today because of your generation? – 3 = better – 2 = same – 1 = worse Areas they felt they would do better: Technology Race Relations Areas they felt they would do about the same: Economy Schools Arts/Culture Foreign Affairs Areas they felt they couldn’t improve on: Government Family Life Religion Crime/Public Order So How Do We Work With Them? • Because they have grown up in a different world, never assume that they know certain things like: – You don’t want to talk to their mother when they are having problems. – You don’t get points for showing up or an A for effort. – The definition of plagiarism and cheating. – It’s not appropriate to call the professor at home after 9pm. – They can’t use IM language in papers. – It’s not okay to email the professor 10 times a day. – That when they email you at 3am, you’re not sitting on the other end waiting to respond to them. – The business office (and most others) close at 5pm. Some Major Issues Worth Addressing • Some of them have been performing below grade level all their lives… and they may not know it (age of social promotion). • You may be the first strict grader they have encountered (will discourage them). • Many are not very “hardy.” Will quit or drop out because “it’s hard.” • They are very good consumers and will figure out a way to stay “under the radar.” • They are not good planners and will do everything late if allowed. What Should Institutions Do (In the Classroom)? • Develop policies and practices around appropriate communication (by department). • Give them electronic access to as much as is philosophically possible. • Draw a line on negotiations. • Give them definitions, boundaries and rules. What Should Institutions Do? • Stop existing in an 8-5 world. • Establish prerequisites for reading and writing intensive courses. • Force them to take developmental courses the first semester (don’t set them up to fail). • Stop letting them register late, hand in late work and procrastinate. What Should Institutions Do? • Don’t let them take online courses if they are not tech savvy and don’t possess the motivation to complete. • Train all faculty to detect and work with low performing students (especially in gate keeper courses). What Should Institutions Do? • Look into what is known about learning. • Try to actively engage them. • Engage them in group-oriented activities – Service learning – Study groups – Supplemental instruction – Learning communities What Should Institutions Do? • Create alterative ways for the low-tech students to come up to speed. – Basic keyboarding skills. – Special workshops or lab sessions on the basics. – Help them master software that “will do work for them.” – Get access to computers (refurbished, community projects, grants, etc.) One Final Word • In case you're worried about what's going to become of the younger generation, it's going to grow up and start worrying about the younger generation. (Roger Allen) Who Are They? • This year all over America, K-2 consists of a new generation. • A new “Silent Generation” referred to as Generation Z, Generation Alpha or the Homeland Generation. • Starts mid-2000’s until about 2017 to 2020 and will be considered an artist generation: http://en.wikipedia.org/wiki/Strauss_and_Howe For a copy of this presentation: http//www.cpcc.edu/millennial Click on: “workshops and presentations” Contact: terri.manning@cpcc.edu