Understanding & Engaging the Millennial Generation 1
sweeney@njit.edu
Richard Sweeney
973-596-3208
September 17, 2009
Understanding & Engaging the Millennial
Generation
Please fill out the true-false quiz prior to the presentation.
Please note that this document is copyrighted and licensed under the
Creative Commons Attribution 3.0 United States License.
Powerpoint (Revised 7/30/2009) available at:
http://library1.njit.edu/staff-folders/sweeney/
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 2
sweeney@njit.edu
Richard Sweeney
973-596-3208
This PowerPoint can be downloaded at
the URL printed at the top of your
handouts:
http://library1.njit.edu/staff-folders/sweeney/
At the bottom of the web page.
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 3
sweeney@njit.edu
Richard Sweeney
973-596-3208
Today’s Agenda
12:00 – 12:50pm Sweeney Millennial Research:
No Millennials Present
12:50 – 12:55pm Bring in the Millennial Students
12:55 – 1:40pm Live Millennial Focus Group
1:40 – 1:55pm Audience Questions for Millennials
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 4
sweeney@njit.edu
Richard Sweeney
973-596-3208
Millennial 20 True – False Question Quiz
The following questions are FALSE:
# 1 They have NO generational music.
# 5 65% of Millennials voted for Obama.
# 21 Word-of-mouth is the most common reason
they visit a web site.
All other questions are TRUE.
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
Creative Commons Attribution 3.0 United States License.
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 5
sweeney@njit.edu
Richard Sweeney
973-596-3208
“They’re variously called the Internet Generation,
Echo Boomers, the Boomlet, Nexters, Generation
Y, the Nintendo Generation, the Digital Generation,
and, in Canada, the Sunshine Generation. But
several thousand of them sent suggestions about
what they want to be called to Peter Jennings at
abcnews.com, and “Millennials” was the clear
winner.”
http://www.generationsatwork.com/articles/millenials.htm Claire
Raines Associates Managing Millennials 2002
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 7
sweeney@njit.edu
Richard Sweeney
973-596-3208
“The manic commercialization of Internet content
arguably began with the initial public offering of
Netscape in August 1995.” p. 1379
Mowery, David C. and Timothy Simcoe. “Is the Internet a US invention?—
an economic and technological history of computer networking?”.
Research Policy. 31:8-9 (2002) p1369-1387.
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 8
sweeney@njit.edu
Richard Sweeney
973-596-3208
“The manic commercialization of Internet content
arguably began with the initial public offering of
Netscape in August 1995.” p. 1379
Today’s typical college freshman was
only 4 years old in 1995.
Mowery, David C. and Timothy Simcoe. “Is the Internet a US invention?—
an economic and technological history of computer networking?”.
Research Policy. 31:8-9 (2002) p1369-1387.
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 9
sweeney@njit.edu
Richard Sweeney
973-596-3208
Generations
Birth Years
Ages in 2009
GI Generation
1901 - 1924
84 -
Silent Generation 1925 - 1945
64 – 83
Baby Boomers
1946 - 1964
45 – 63
Generation X
1965 - 1978*
31 – 45
Millennials
1979*- 1994
15 - 30
*Experts differ on end or beginning date of generation : 1974-1981
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 10
sweeney@njit.edu
Richard Sweeney
973-596-3208
MILLENNIAL PANELS
 over 60 Millennial panels
 8 to 14 Millennials each
 Canada, Egypt, Guatemala
 Over 24 US States: Arizona, California, Colorado,
Connecticut, Florida, Georgia, Kansas, Louisiana,
Massachusetts, Michigan, Minnesota, Missouri, Nebraska,
Nevada, New Jersey, New Mexico, New York, Ohio,
Pennsylvania, Rhode Island, Tennessee, Texas, Washington
D.C, and Wisconsin.
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 11
sweeney@njit.edu
Richard Sweeney
973-596-3208
Are Millennials different from prior
generations at the same age?
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 12
sweeney@njit.edu
Richard Sweeney
973-596-3208
U.S. Births in Thousands
Boomers
Generation X
Millennials
5,000
1946
19 Years
4,500
1965
14 Years
1978
1979
16 Years
1977
Avg. 3,993
1994
1994
2000
1982
Avg. 3,832
3,415
Avg. 3,415 3,415
3,500
Births
3,415
3,000
2,500
Years
Huge Generation
Copyright 2009 Richard Sweeney
19
94
19
92
19
90
19
88
19
86
19
84
19
82
19
80
19
78
19
76
19
74
19
72
19
70
19
68
19
66
19
64
19
62
19
60
19
58
19
56
19
54
19
52
19
50
19
48
2,000
19
46
Births in 1,000s
4,000
1964
Boomers
Boomers
Still in
All Millennials
in
13
Understanding
& Engaging
the Millennial
Generation
Retired
Workforce Richard SweeneyWorkforce
sweeney@njit.edu
973-596-3208
Born 1946-1953
66 yrs & older
Born 1954-1964
Born 1980-1994
U.S. Births in Thousands
65 yrs & youngerGeneration X@ 23 yrs
old
Boomers
Millennials
5,000
1946
4,500
1965
14 Years
1978
1979
16 Years
1977
Avg. 3,993
1994
1994
2000
1982
Avg. 3,832
3,415
Avg. 3,415 3,415
3,500
Births
3,415
3,000
Workforce 2019
2,500
Years
Huge Generation
Copyright 2009 Richard Sweeney
19
94
19
92
19
90
19
88
19
86
19
84
19
82
19
80
19
78
19
76
19
74
19
72
19
70
19
68
19
66
19
64
19
62
19
60
19
58
19
56
19
54
19
52
19
50
19
48
2,000
19
46
Births in 1,000s
4,000
1964
19 Years
Understanding & Engaging the Millennial Generation 14
sweeney@njit.edu
Richard Sweeney
973-596-3208
U.S. Births in Thousands
Boomers
Generation X
Millennials
5,000
4,500
3,500
3,000
1994
1994
2000
Births
Birth rate in
1990 was the
peak.
2,500
Years
Copyright 2009 Richard Sweeney
19
94
19
92
19
90
19
88
19
86
19
84
19
82
19
80
19
78
19
76
19
74
19
72
19
70
19
68
19
66
19
64
19
62
19
60
19
58
19
56
19
54
19
52
19
50
19
48
2,000
19
46
Births in 1,000s
4,000
From 2009
forward,
the
1946
1964
1965
1978
1979
16 Years
19 Yearsnumber of 14 Years
1977
1982
Millennials who
Avg. 3,993
are turning 18
Avg. 3,832
3,415
will begin to
3,415
Avg.
3,415
decline each
3,415
year.
In
Millennials Not
16In
Understanding & Engaging Millennials
the Millennial
Generation
16
RichardWorkforce
Sweeney
Workforce
973-596-3208
College
Board
Born
1979Born 1986-1994
U.S. Births in
Thousands
Data from Web
1985
Under 23 yrs old
Boomers
Generation X
Millennials
23 yrs & older
sweeney@njit.edu
5,000
1946
4,500
1965
14 Years
1978
1979
16 Years
1977
2008
1994
1994
2000
1982
Avg. 3,993
Avg. 3,832
3,415
Avg. 3,415 3,415
3,500
Births
3,415
3,000
Workforce 2008
2,500
Years
Huge Generation
Copyright 2009 Richard Sweeney
19
94
19
92
19
90
19
88
19
86
19
84
19
82
19
80
19
78
19
76
19
74
19
72
19
70
19
68
19
66
19
64
19
62
19
60
19
58
19
56
19
54
19
52
19
50
19
48
2,000
19
46
Births in 1,000s
4,000
1964
19 Years
Understanding & Engaging the Millennial Generation 17
sweeney@njit.edu
Richard Sweeney
2008
Copyright 2009 Richard Sweeney
973-596-3208
College Board
Data from Web
Understanding & Engaging the Millennial Generation 18
sweeney@njit.edu
Richard Sweeney
2008
Copyright 2009 Richard Sweeney
973-596-3208
College Board
Data from Web
Understanding & Engaging the Millennial Generation 2222
sweeney@njit.edu
Richard Sweeney
2008
Copyright 2009 Richard Sweeney
973-596-3208
College Board
Data from Web
Understanding & Engaging the Millennial Generation 23
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Using descriptors from the 16PF subscales, we found that
Millennial students are more warm and outgoing (Warmth),
more abstract than concrete (Reasoning), more adaptive and
mature (Emotional Stability), more dutiful (Rule
Consciousness), more socially bold and adventuresome
(Social Boldness), more sensitive and sentimental
(Sensitivity), more self-doubting and worried (Apprehension),
more open to change and experimenting (Openness to
Change), and more organized and self disciplined
(Perfectionism) compared to Generation X medical students.”
p. 574
Nichole J Borges et al. “Comparing Millennial and Generation X
Medical Students at One Medical School. Academic Medicine; 81.6
(2006): 571-576
Research Studies
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 24
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Furthermore, we found Millennial medical students to be
less solitary and individualistic (Self Reliance) than their
Generation X counterparts.” 574
Note: this study looked only at medical schools students:
Generation X
“Cuspars”
Millennials
born 1965 - 1980
born 1975 – 1980 (Gen X Subset)
born 1981 - 1989
Nichole J Borges et al. “Comparing Millennial and Generation X
Medical Students at One Medical School. Academic Medicine; 81.6
(2006): 571-576
Research Studies
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 25
sweeney@njit.edu
Richard Sweeney
973-596-3208
More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
High Expectations
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
More Liberal
(e.g. Incomes)
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Read Less
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Multitaskers
More Friends 1.5 - 3 Years in Job
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 26
sweeney@njit.edu
Richard Sweeney
973-596-3208
More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
High Expectations
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
More Liberal
(e.g. Incomes)
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Read Less
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Multitaskers
More Friends 1.5 - 3 Years in Job
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 27
sweeney@njit.edu
Richard Sweeney
More Choices Selectivity
Digital Natives
Personalization /
Customization
Gamers
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
Flexibility /
Convenience
Impatient
Read Less
Pull, not Push
Experiential /
Interactive
Media
Consumers
Nomadic
Communication
Multitaskers
973-596-3208
“We have no patience.
The Gen Y consumer is
brand-and–store loyal”,
she said, “but the store
must provide choices and
have them in stock, or
they will go elsewhere.”
Lillo, Andrea. “Young consumers
tell it 'straight' “ Home Textiles
Today; High Point; May 27, 23.38
(2002): 6
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 28
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Trouble is, the world is full of too many choices
[even the cereal aisle can "turn into a painful
decision process"]…. And as Healy describes, they
also have a lot more choices. This generation has
the luxury of living with their parents until they get
on their feet, can start their own company, and can
take time to travel, notes Penelope Trunk,
columnist, blogger, and author of Brazen Careerist
[Warner Business Books, 2007].” p. 6
McCormack, Karyn. “Careers: The Goods on Generation Y”.
Business Week Online, 25 June 2007: 6
More Choices
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 29
sweeney@njit.edu
Richard Sweeney
973-596-3208
“The secret to creating a thriving Long Tail
business can be summarized in two
imperatives
1. Make everything available
2. Help me find it.” p. 217
Anderson, Chris. The Long Tail: Why the Future of Business Is
Selling Less of More. New York: Hyperion, 2006
More Choices
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 30
sweeney@njit.edu
Richard Sweeney
More Choices Selectivity
Digital Natives
Personalization /
Customization
Gamers
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
Flexibility /
Convenience
Impatient
Read Less
Pull, not Push
Experiential /
Interactive
Media
Consumers
Nomadic
Communication
Multitaskers
973-596-3208
“Millennials aren't
interested in the financial
success that drove the
boomers or the
independence that has
marked the Gen-Xers, but
in careers that are
personalized.”
Sacks, Danielle. “SCENES from the
culture clash”. Fast Company, 102
(2006) 72-77
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 31
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Millions of millennials are logging onto social
networks like imeem and iLike, which allow
visitors to discover new music and recommend it
to their friends. Millions more are flocking to
online radio stations such as Pandora Radio,
where you can create your own personalized
stations."
Burrows, Peter. “Stars Are Aligning for Subscription Music”.
Business Week; 12/17/2007 Issue 4063, p066-067, 2p, 2c
Personalization - Customization
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 32
sweeney@njit.edu
Richard Sweeney
More Choices Selectivity
Digital Natives
Personalization /
Customization
Gamers
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
Flexibility /
Convenience
Impatient
Read Less
Pull, not Push
Experiential /
Interactive
Media
Consumers
Nomadic
Communication
Multitaskers
973-596-3208
“Because of their
collaborative upbringing,
law students of the
Millennial generation
thrive on interactive
lessons.” p. 12
“Is Your Firm Ready to Make
Learning High-Tech & Fun?”
Compensation & Benefits for Law
Offices; Aug2007, Vol. 7 Issue 8,
p1-15, 5p
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 33
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Lyons believes that there is an increasing need for a
collaborative business model which focuses on
geographically dispersed teams. She feels that Generation
Yer's fondness of collaborative environments will increase
productivity in companies who embrace these
environments.”
p. 4
Lyons, Martha. “Career Watch”. Computerworld; 1/22/2007, Vol. 41
Issue 4, p39-39, 3/4p
Collaborative / Social Networking
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 34
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Schools should also use digital technologies to
encourage team-based learning. Digital Natives are
proving, all the time, that they can build communities
around ideas, good and bad.
Pauley, John and Urs Gasser. Born Digital: Understanding the First
Generation of Digital Natives. New York: Basic Books, 2008
Collaborative / Social Networking
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 38
sweeney@njit.edu
Richard Sweeney
More Choices Selectivity
Digital Natives
Personalization /
Customization
Gamers
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
Flexibility /
Convenience
Impatient
Read Less
Pull, not Push
Experiential /
Interactive
Media
Consumers
Nomadic
Communication
Multitaskers
973-596-3208
“Gens X and Y insist on
the time to enjoy life and
care for their families,
and they demand the
balance and flexibility to
do so.”
Molas, Sandra A. “Flexibility becoming
the Norm in the Workplace: Is Your
Firm Stretching to Meet the Demand?”.
Pennsylvania CPA Journal; Fall 2006,
Vol. 77 Issue 3, p28-30, 3p
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 39
sweeney@njit.edu
Richard Sweeney
973-596-3208
• 18% Mainly flexible office hours
• 66% Regular office hours with some flexibility
• 16% Mainly regular work hours
Do you think your office hours will be mainly flexible hours
/ mainly regular office hours / regular office hours with
some flexibility?
PricewaterhouseCoopers surveyed a total of 4271 graduates
internationally about their expectations of work.”
George, Lianne. “Managing tomorrow’s people: Millennials at work:
Perspectives from a new generation”. PricewaterhouseCoopers. (2008) 48-49
Flexibility / Convenience
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 40
sweeney@njit.edu
Richard Sweeney
973-596-3208
“They want a great deal of flexibility without
commitment. They like to switch.” p. 12
Cameron, Alan. “Maxing with the Millennials” GPS World; December
2007, Vol. 18 Issue 12, p10-12
Flexibility / Convenience
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 43
sweeney@njit.edu
Richard Sweeney
More Choices Selectivity
Digital Natives
Personalization /
Customization
Gamers
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
Flexibility /
Convenience
Impatient
Read Less
Pull, not Push
Experiential /
Interactive
Media
Consumers
Nomadic
Communication
Multitaskers
973-596-3208
“In short, the future of
the U.S. News industry
is seriously threatened
by the seemingly
irrevocable move by
young people away
from traditional sources
of news.”
Merrril Brown, “Abandoning the
News.” Carnegie Reporter 3.2
(Spring 2005)
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 44
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Over the past 20 years, young adults (18-34) have
declined from being those most likely to read
literature to those least likely (with the exception
of those 65 and older. The rate of decline for the
youngest adults, aged 18 to 24 was 55 percent
greater than the total adult population.”
Hill,
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Kelly. “Reading
at Risk; A Survey of Literary
Reading
in America”
Foreman,
Joel. “Next-Generation
Educational
Technology
National
for the Arts Research Division Report, 46 (June 2004)
Versus Endowment
the Lecture.”
Read Less
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 46
sweeney@njit.edu
Richard Sweeney
More Choices Selectivity
Digital Natives
Personalization /
Customization
Gamers
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
Flexibility /
Convenience
Impatient
Read Less
Pull, not Push
Experiential /
Interactive
Media
Consumers
Nomadic
Communication
Multitaskers
973-596-3208
“Time, location, and
interaction are the
critical components of
mobile usage for
millennials.” p. 10
Cameron, Alan. “Maxing with the
Millennials” GPS World; December
2007, Vol. 18 Issue 12, p10-12
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 47
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Integrating virtual pedagogies (Internet and
interactive simulations) to support the venerable faceto-face classroom not only helps to tailor our teaching
styles to our students’ learning styles, it also
broadens the boundaries of our “teaching space”
Brower (2003) and Simonson, Schlosser and Hanson
(1999) suggest that we can enhance the learning
experience if we can produce a “touch effect” with
technology— creating the sense of personal
involvement and interaction via technology. p. 75
Proserpio, Luigi; Gioia, Dennis A. “Teaching the Virtual Generation”. Academy of
Management Learning & Education, 6:1 (2007), p69-80,
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 48
sweeney@njit.edu
Richard Sweeney
973-596-3208
“The least boring teaching methods were found to be
seminars, practical sessions, and group discussions. In
other words, tech-free classrooms were the most
engaging.” …[April issue of British Educational Research
Journal]
His philosophy is that the information delivery common in
today’s classroom lectures should be recorded and
delivered to students as podcasts or online videos before
classroom sessions. To make sure that students tune in,
he gives them short online multiple choice tests.” p. A13
Young, Jeffrey R. “ ‘Teach Naked’ Effort Strips Computers from Classrooms”.
Chronicle of Higher Education , LV:42 (2009), A13-80,
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 49
sweeney@njit.edu
Richard Sweeney
973-596-3208
“We highlight three features associated with effective
learning that have implications for teaching the virtual
generation:
(1) active involvement by students in the learning
process,
(2) facilitative social settings, and
(3) problem based focus.
(Alavi, 1994; Alavia, Wheeler, & Valacich, 1995;
Johnson and Johnson, 1975).
p. 74
Proserpio, Luigi; Gioia, Dennis A. “Teaching the Virtual Generation”. Academy of
Management Learning & Education, 6:1 (2007), p69-80,
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 50
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Learning, therefore, is better accomplished when
students are dynamically engaged in the knowing
process, including the production, analysis,
elaboration of information relevant to them. p. 74
Proserpio, Luigi; Gioia, Dennis A. “Teaching the Virtual Generation”. Academy of
Management Learning & Education, 6:1 (2007), p69-80,
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 51
sweeney@njit.edu
Richard Sweeney
973-596-3208
“The sensory mode the majority of students preferred
to receive information was kinesthetic, the hands on
approach to learning.”
Meehan-Andrews, Terri A. . “Teaching mode efficiency and learning
preferences of first year nursing students”. Nurse Education Today. 29:1
(2009) 24-32
Experiential / Interactive
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 52
sweeney@njit.edu
Richard Sweeney
973-596-3208
“The average college class has minimal
interaction; estimates are that students ask 0.1
question per hour and that faculty ask 0.3. By
contrast, students in tutored sessions ask 20-30
questions, and tutors ask more than 100. In
computer based instruction, the number of
questions posed to students per hour ranges from
160 to 800.” p. 70
Diana Oblinger VP, Educause
Diana
XXXXXXXXXXXXXXXXXXXXXXXXXXX
G. Oblinger,
“Learners, Learning
and Technology”,
Educause
Foreman,
Joel. “Next-Generation
Educational
Technology
Review
September/October 2005 66-75
Versus 40.5
the Lecture.”
Experiential / Interactive
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 53
sweeney@njit.edu
Richard Sweeney
973-596-3208
“The authors conclude from the literature review and their
two-year comparative study that PBL [Problem Based
Learning] can be an effective pedagogical approach for
information literacy instruction to engineering students. In
this experience, PBL has proved to be a superior tool that
bridges the gap between theory and practice in
engineering education. The reflective survey results from
the pilot study showed that using PBL in the early part of
education, such as in the freshman year, has motivational
advantages over the LBL [Lecture-Based Learning]
approach.”
Hsieh, Cynthia and Lorrie Knight. “Problem-Based Learning for Engineering
Students: An Evidence-based Comparative Study”. The Journal of Academic
Librarianship. 34:1 (2008) 25-30
Experiential / Interactive
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 54
sweeney@njit.edu
Richard Sweeney
973-596-3208
“We are a generation of learners by exploration. My
“
first Web site, for example, was constructed before
p.X
I had any concept of HTML or Java. I simply
experimented with the commands until the pieces
fit together.”
Note: this article published by a Millennial
Windam, Carrie “Father Google and Mother IM: Confessions of a Net
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Gen Learner”. EDUCAUSE Review, 40.5 (2005): 42–59.
Experiential / Interactive
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 55
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Interaction and a sense of community are the key
requests of those born digital when it comes to online
learning, as surveys indicate.” p. 248
[citing Joel Hartman, Patsy Moskal, and Chuck Dziuban,”Preparing the
Academy of Today for the Learner of Tomorrow”. In Diana G. Oblinger
and james L. Oblinger, ed.s Educating the Net Gegeneration (Boulder:
Educause, 2005), pp. 6.6-6.10
Pauley, John and Urs Gasser. Born Digital: Understanding the First
Generation of Digital Natives. New York: Basic Books, 2008
Experiential / Interactive
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 56
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Even if the lecturer is charismatic, holding the
attention of several hundred students for an entire
lecture of fifty minutes or longer is impossible.”
p.15
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Foreman,
Joel. “Next-Generation Educational Technology Versus the
Lecture.” Educause Review. 38.4 (2003) 12-22
Experiential / Interactive
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 57
sweeney@njit.edu
Richard Sweeney
973-596-3208
“To bridge this gap [i.e. digital divide], schools should
encourage kids to learn by doing in digital
environments.
…The idea is to build on their penchant for developing
online profiles and other materials in MySpace,
Facebook, blogs, and YouTube.” p. 247-248
Pauley, John and Urs Gasser. Born Digital: Understanding the First
Generation of Digital Natives. New York: Basic Books, 2008
Experiential / Interactive
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 58
sweeney@njit.edu
Richard Sweeney
973-596-3208
“The ideal learning situation:
“
1…customized to the very specific needs of the
p.X
individual.
2…provides students with immediate feedback.
3...is constructive ..to explore learning
environments (preferably multi sensorial)...
4…motivates students to persist far in excess of
any externally imposed requirements.
Experiential
5…builds enduring conceptual structures.” p.14
Foreman, Joel. “Next-Generation Educational Technology Versus the
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Lecture.” Educause Review. 38.4 (2003) 12-22
`
Experiential / Interactive
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 59
sweeney@njit.edu
Richard Sweeney
973-596-3208
Teaching-Centered
Learning-Centered
Deliver instruction
Produce learning
Transfer of knowledge from Discovery and construction of
teacher to student
knowledge
Active faculty
Active students
One teaching style
Multiple learning styles
Curriculum development
Learning technologies
development
Quantity and quality of
resources
Quantity and quality of
outcomes
Robert B. Barr and John Tagg, "From Teaching to Learning: A New Paradigm
for Undergraduate Education," Change, vol. 27, no. 6 (November/December
1995): 12–25.
Experiential / Interactive
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 60
sweeney@njit.edu
Richard Sweeney
973-596-3208
Teaching-Centered
Learning-Centered
Quality of faculty
Quality of students
Time held constant; learning
varies
Learning held constant; time
varies
Learning is linear and
cumulative
Learning is a nesting and
interacting of frameworks
Promote recall
Promote understanding
Faculty are lecturers
Faculty are designers of learning
environments
Learning is competitive and
individualistic
Learning is cooperative and
collaborative
Robert B. Barr and John Tagg, "From Teaching to Learning: A New Paradigm
for Undergraduate Education," Change, vol. 27, no. 6 (November/December
1995): 12–25.
Experiential / Interactive
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 61
sweeney@njit.edu
Richard Sweeney
More Choices Selectivity
Digital Natives
Personalization /
Customization
Gamers
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
Flexibility /
Convenience
Impatient
Read Less
Pull, not Push
Experiential /
Interactive
Media
Consumers
Nomadic
Communication
Multitaskers
973-596-3208
“Time, location, and
interaction are the
critical components of
mobile usage for
millennials.” p. 10
Cameron, Alan. “Maxing with the
Millennials” GPS World;
December 2007, Vol. 18 Issue 12,
p10-12
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 62
sweeney@njit.edu
“Average Monthly
Calls Made/Received
and Text Messages
Sent/Received per US
Mobile Phone
Subscriber, by Age,
Q2 2008”
Richard Sweeney
973-596-3208
Ages Calls
Texts
Ratio
<12
425
3.1
13-17 231
1742
7.5
18-24 265
790
2.9
25-34 239
331
1.4
35-44 223
236
1.0
45-54 193
128
.7
55-64 145
38
.3
65-
14
.1
137
99
eMarketer Inc. “Why Talk When You Can Text?” September 22, 2008
http://www.emarketer.com/Articles/Print.aspx?id=1006604&src=print_article_graybar_article&xsrc=print1_
articlex
Nomadic / Mobile
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 63
sweeney@njit.edu
Richard Sweeney
973-596-3208
2000
Ages Calls
Texts
Ratio
1800
<12
425
3.1
13-17 231
1742
7.5
18-24
265
Calls
790
2.9
Texts
25-34
239
331
1.4
35-44 223
236
1.0
45-54 193
128
.7
55-64 145
38
.3
65-
14
.1
1600
1400
1200
1000
800
600
137
400
200
0
<12 13-17 18-24 25-34 35-44 45-54 55-64
65-
99
eMarketer Inc. “Why Talk When You Can Text?” September 22, 2008
http://www.emarketer.com/Articles/Print.aspx?id=1006604&src=print_article_graybar_article&xsrc=print1_
articlex
Nomadic / Mobile
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 64
sweeney@njit.edu
Richard Sweeney
973-596-3208
“For example, more than 90
percent of popular Twitter
client Tweetdeck’s audience
is over 25. Furthermore,
Twitter.com’s reach is 6.6
percent for kids, teens and
young adults, whereas it is
12.1 percent for those over
25; implying that adults are
trying Twitter at nearly
double the rate.
Martin, David & Sue MacDonald. “Teens Don’t Tweet; Twitter’s Growth Not Fueled
By Youth” Nielsen News, Online And Mobile . ” July 30, 2009
http://blog.nielsen.com/nielsenwire/online_mobile/teens-dont-tweet-twittersgrowth-not-fueled-by-youth/
Nomadic / Mobile
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 65
sweeney@njit.edu
Richard Sweeney
More Choices Selectivity
Digital Natives
Personalization /
Customization
Gamers
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
Flexibility /
Convenience
Impatient
Read Less
Pull, not Push
Experiential /
Interactive
Media
Consumers
Nomadic
Communication
Multitaskers
973-596-3208
“Technology is a huge
force in shaping the way
Millennials consume as
well as "commune" with
media.” p. 11
Mumford, David E. “Make a
Connection With Tech-Savvy
Millennials”. Television Week;
11/13/2006, Vol. 25 Issue 43, p11-11
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 66
sweeney@njit.edu
Richard Sweeney
973-596-3208
“And we will never understand
or use the technology in precisely the same way
as the Natives do.”
This distinction is critical in education, because
we are currently in a time where all our students
are DIGITAL NATIVES, yet the bulk of our
educators, teachers, administrators and
curriculum developers are Digital Immigrants.” p. 3
Prensky, Marc. “Use Their Tools! Speak Their Language!” Marc
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Prensky. March 2004. http://www.marcprensky.com/writing/PrenskyUse_Their_Tools_Speak_Their_Language.pdf
Digital Natives
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 67
sweeney@njit.edu
Richard Sweeney
973-596-3208
“The most important thing that schools can do is not to
use technology in the curriculum more, but to use it
more effectively. We ought to experiment with ways in
which technology ought to be part of the everyday
curricula in schools—but only where it belongs.”p. 247
Pauley, John and Urs Gasser. Born Digital: Understanding the First
Generation of Digital Natives. New York: Basic Books, 2008
Digital Natives
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 68
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Gen Y was socialized in a digital world. It is more
than technically literate; it is continually wired,
plugged in, and connected to digitally streaming
information, entertainment, and contracts.” p. 6
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Eisner, Susan P. “Managing Generation Y”. SAM
Advanced Management Journal Autumn 2005 70:4 p4-15
Digital Natives
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 69
sweeney@njit.edu
Richard Sweeney
973-596-3208
“While most respondents are enthusiastic IT
users and use it to support many aspects of their
academic lives, most prefer only a ‘moderate’
amount of IT in their courses (59.3 percent)”. p. 13
Salaway,
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Gail
et al.
ECAR Study of Undergraduate
and
Foreman,
Joel.
“Next-Generation
EducationalStudents
Technology
Information
Versus the Technology,
Lecture.” 2007 Boulder, Colorado: EDUCAUSE Center
for Applied Research, 2007
(www.educause.edu/ecar)
Digital Natives
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 71
sweeney@njit.edu
Richard Sweeney
973-596-3208
“35% or the largest portion of those who IM for
about an hour are Gen Y-ers. In contrast, the
greatest percentage of instant messengers who IM
for less than 15 minutes consist of Trailing
Boomers (26%).” p.iii
Shiu,
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Eulynn
and “Next-Generation
Amanda Lenhart. “How
AmericansTechnology
use instant
Foreman,
Joel.
Educational
messaging”.
Pew Internet and American Life Project 9/1/2004
Versus the Lecture.”
http://www.pewinternet.org/PPF/r/133/report_display.asp
Digital Natives
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 72
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Again this year, they overwhelming (85.1 percent)
favor e-mail for official college and university
communications”. p. 12-13`
Salaway,
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Gail
et al.
ECAR Study of Undergraduate
and
Foreman,
Joel.
“Next-Generation
EducationalStudents
Technology
Information
Versus the Technology,
Lecture.” 2007 Boulder, Colorado: EDUCAUSE Center
for Applied Research, 2007
(www.educause.edu/ecar)
Digital Natives
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 73
sweeney@njit.edu
Richard Sweeney
More Choices Selectivity
Digital Natives
Personalization /
Customization
Gamers
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
Flexibility /
Convenience
Impatient
Read Less
Pull, not Push
Experiential /
Interactive
Media
Consumers
Nomadic
Communication
Multitaskers
973-596-3208
“ ‘The most important
things to remember are:
multi-player, creative,
challenging, and
competitive.’
-a high school student” p. 1
Prensky, Marc. “Use Their Tools!
Speak Their Language!” Marc
Prensky. March 2004.
http://www.marcprensky.com/writin
g/PrenskyUse_Their_Tools_Speak_Their_Lan
guage.pdf
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 74
sweeney@njit.edu
Richard Sweeney
973-596-3208
“So we now have a generation of students that is
better at taking in information and making
decisions quickly, better at multitasking and
parallel processing; a generation that thinks
graphically rather than textually, assumes
connectivity, and is accustomed to seeing the
world through a lens of games and play.”
p. 3
Prensky, Marc. “Use Their Tools! Speak Their Language!” Marc
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Prensky. March 2004. http://www.marcprensky.com/writing/PrenskyUse_Their_Tools_Speak_Their_Language.pdf
Gamers
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 75
sweeney@njit.edu
Richard Sweeney
973-596-3208
“The real question is: Does the behavior of this
new group [gamers] change the world in any way
that really matters?
If you’re in business today, the answer is clearly
yes.” p. 1
Beck, John C., and Mitchell Wade. Got Game: How the Gamer
Generation is Reshaping Business Forever. Boston: Harvard
Business School Press, 2004.
Gamers
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 76
sweeney@njit.edu
Richard Sweeney
973-596-3208
“How hard this new cohort works, how they try to
compete, how they fit into teams. How they take
risks – all are different in statistically verifiable
ways. And those differences are driven by one
central factor: growing up with video games.”
p. 2
Beck, John C., and Mitchell Wade. Got Game: How the Gamer
Generation is Reshaping Business Forever. Boston: Harvard
Business School Press, 2004.
Gamers
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 77
sweeney@njit.edu
Richard Sweeney
973-596-3208
“The important thing for business professionals
to know about games isn’t whether someone
plays them now, but whether he or she grew up
playing them.”
p. 25
Beck, John C., and Mitchell Wade. Got Game: How the Gamer
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Generation is Reshaping Business Forever. Boston: Harvard
Business School Press, 2004.
Gamers
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 78
sweeney@njit.edu
Richard Sweeney
973-596-3208
“So we now have a generation of students that is
better at taking in information and making
decisions quickly, better at MULTITASKING and
PARALLEL PROCESSING; a generation that
THINKS GRAPHICALLY rather than textually,
assumes connectivity, and is accustomed to
seeing the world through a lens of games and
play.”
p. 3
Prensky, Marc. “Use Their Tools! Speak Their Language!” Marc
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Prensky. March 2004. http://www.marcprensky.com/writing/PrenskyUse_Their_Tools_Speak_Their_Language.pdf
Gamers
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 79
sweeney@njit.edu
Richard Sweeney
More Choices Selectivity
Digital Natives
Personalization /
Customization
Gamers
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
Flexibility /
Convenience
Impatient
Read Less
Pull, not Push
Experiential /
Interactive
Media
Consumers
Nomadic
Communication
Multitaskers
973-596-3208
“In teams, Nexters can
be very effective, but
they want a strong leader
for guidance and well
defined goals, she says.”
[Loyalty Factor President
Dianne Durkin]
p.18
Marshall, Jeffrey. “Managing
Different Generations at Work”.
Financial Executive. July/Aug 2004
20:5 1p.
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 80
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Gen Y employees are goal-oriented and have
high expectations of themselves. They’re highperformers, competitive, and seek tasks with tight
deadlines that reward and acknowledge their
efforts. They take ownership of their work, value
individualized goal setting, and seek new skills.”
p. 1
Understand Gen Y Employees”. Credit Union Magazine; April 2006
72:6 p.70
Practical / Achievement Oriented
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 81
sweeney@njit.edu
Richard Sweeney
More Choices Selectivity
Digital Natives
Personalization /
Customization
Gamers
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
Flexibility /
Convenience
Impatient
Read Less
Pull, not Push
Experiential /
Interactive
Media
Consumers
Nomadic
Communication
Multitaskers
973-596-3208
“For these new 20something workers, the
line between work and
home doesn't really exist.
They just want to spend
their time in meaningful
and useful ways, no matter
where they are.” p57
Trunk, Penelope. “What Gen Y
Really Wants.” Time South Pacific
(Australia/New Zealand edition);
7/16/2007 Issue 27, p57-57, 1p
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 82
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Theirs is, however, essentially a culture that also
emphasizes immediacy (24/7 information availability),
curiosity, and intellectual openness (Tapscott, 1998). p.
72
Proserpio, Luigi; Gioia, Dennis A. “Teaching the Virtual Generation”. Academy of
Management Learning & Education, 6:1 (2007), p69-80,
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 83
sweeney@njit.edu
Richard Sweeney
973-596-3208
“We want everything to be easy, and we want it
now," said Katie Smith, a student at the University
of Florida. "We have no patience.”
p.6
Lillo, Andrea. “Young consumers tell it 'straight' “ Home Textiles
Today; High Point; May 27, 23.38 (2002): 6
Impatient
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 84
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Busy Around the Clock
“Millennial teens may be America’s busiest
people.
Long gone are the days of Boomer kids being
shooed outside to invent their own games – or of
GenXer Kids being left “home alone” with a “selfcare” guide." p. 45
Howe, Neil and William Strauss. Millennials Go To College.
Washington, DC: American Association of Collegiate Registrars,
2003.
Impatient
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 85
sweeney@njit.edu
Richard Sweeney
973-596-3208
“ ‘Nothing infuriates us more than busywork,’
says 24-year-old Katie Day, an assistant editor at
Berkley Publishing, a division of Penguin Group
USA. Fearlessness ? "I don't have time to be
intimidated," says Anna Stassen, a 26-year-old
copywriter at the advertising agency Fallon
Worldwide who treats her bosses like ‘the guys’."
Sacks, Danielle. “SCENES from the culture clash”. Fast Company,
102 (2006) 72-77
Impatient
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 86
sweeney@njit.edu
More Choices Selectivity
Personalization /
Customization
Collaborative /
Social
Networking
Flexibility /
Convenience
Read Less
Experiential /
Interactive
Nomadic
Communication
Richard Sweeney
973-596-3208
“…selling effectively to our
New Millennial prospect
requires that you become a
Gamers
non-stressful provider of
information, because New
Practical /
Achievement Millennials are over-stressed
Oriented
and over-scheduled. You'll
need to highlight peer-toImpatient
peer testimonials, because
Pull, not Push New Millennials seek that
approval.” p. 9
Media
Digital Natives
Consumers
Multitaskers
Stein, Dave. “Selling Across
Generation Gaps”. Sales &
Marketing Management; Oct 2007,
Vol. 159 Issue 8, p9-9,
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 87
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Word-of-mouth is a strong motivator with Millennials.
According to the survey, word-of-mouth is the most
common reason for Millennials to visit a Web site. A
television ad was the second-most-common reason. ”
Millennials claim to tell 17.7 people about things of
interest to them. In the survey, the average respondent
replied at a rate of 9.7, meaning Millennials spread wordof-mouth to 82 percent more people than the average
respondent. p. 68
Dominiak, Mark. “'Millennials' Defying the Old Models. Find More Like
This”. Television Week; 5/7/2007, Vol. 26 Issue 19, p68-68, 1p, 1c
Pull, not Push
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 88
sweeney@njit.edu
Richard Sweeney
973-596-3208
“In the inversion of power that has accompanied
the user-driven web—individuals trusted more,
institutions trusted less---the most effective
messaging comes from peers. Nothing beats
word of mouth, and as we’ve seen, the Web is
the greatest word-of-mouth amplifier the world
has ever seen.
p. 229
Anderson, Chris. The Long Tail: Why the Future of Business Is
Selling Less of More New York: Hyperion, 2006
Pull, not Push
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 89
sweeney@njit.edu
Richard Sweeney
More Choices Selectivity
Digital Natives
Personalization /
Customization
Gamers
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
Flexibility /
Convenience
Impatient
Read Less
Pull, not Push
Experiential /
Interactive
Media
Consumers
Nomadic
Communication
Multitaskers
973-596-3208
“Millennials, however, do not
view the online space in any
way, shape or form as a
conventional media channel.
…Millennials, therefore,
invest 50 percent more time
with user-generated content
than the average user. ” p. 68
Dominiak, Mark. “'Millennials'
Defying the Old Models. Find
More Like This”. Television Week;
5/7/2007, Vol. 26 Issue 19, p68-68,
1p, 1c
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 90
sweeney@njit.edu
Richard Sweeney
973-596-3208
“[SUNY Fredonia Psychology] Students in the podcast
condition had an average score of 71.24% (SD =
16.50%), whereas students in the lecture condition
had an average score of 62.47% (SD = 17.03%). This
result was surprising given the assumption that
students who attend class and take notes normally
score best on exams.”
p. 621
McKinney, Dani; Jennifer L. Dyck, Elise S. Luber. “iTunes University and
the classroom: Can podcasts replace Professors?. Computers &
Education. 52:3 (2009) p617-623.
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 91
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Students who took additional notes scored
significantly higher, 76.23% (SD = 13.61%) than
students who merely listened to the podcast but did
not take additional notes, 62.08% ( SD = 17.93%).
The mean of the students who merely listened to the
podcast but did not take additional notes, was not
significantly different than the in-class lecture
students, t(42) = .06 p>.05.” p. 621
McKinney, Dani; Jennifer L. Dyck, Elise S. Luber. “iTunes University and
the classroom: Can podcasts replace Professors?. Computers &
Education. 52:3 (2009) p617-623.
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 92
sweeney@njit.edu
Richard Sweeney
973-596-3208
“The results of this study are in no way an indication
that audio copies of lectures could or should replace
actual professors, or even regular class attendance.
The advantage the students in our study received was
only when the student took notes as they would do
during a lecture, and when they listened to a lecture
more than once.” p. 622
McKinney, Dani; Jennifer L. Dyck, Elise S. Luber. “iTunes University and
the classroom: Can podcasts replace Professors?. Computers &
Education. 52:3 (2009) p617-623.
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 93
sweeney@njit.edu
Richard Sweeney
973-596-3208
“.. A recent Kaiser Family Foundation report,
"Generation M: Media in the Lives of 8- to 18-YearOlds," found that students who use media the
most also spend more time with family, friends,
and other activities. That may explain the need to
do many things at once.” p. 33
McHale, Tom. “Portrait of a Digital Native” Technology & Learning,
26.2 (2005) 33-34
Media Consumers
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 94
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Because they are all about media, and boy, do
they consume it. They use media differently than
you or I, to paraphrase F. Scott Fitzgerald. They
consume content in their own way.” p. 10
Cameron, Alan. “Maxing with the Millennials” GPS World; December
2007, Vol. 18 Issue 12, p10-12
Media Consumers
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 95
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Media influences: Baby Boomers rely on
traditional media such as
television
(50 percent boomers, 27 percent Generation Y)
and newspapers (19 percent versus 6 percent),
while Generation Y business owners rely on the
Internet for news (31 percent versus 9 percent of
Boomers).” p. 15
“Boomers vs. Gen Y”. Community Banker; Sep2007, Vol. 16 Issue 9, p15
Media Consumers
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 96
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Mastery effort, intrinsic motivation, abstract
reasoning, assessment focus and independent
learning increase with age. However, the younger the
students, the more likely they are to prefer working
collaboratively and learn using visual formats rather
than reading…
“As people age they are likely to grow stronger as
[sic] cognitive voyaging. Multimedia collaboration is
more strongly associated with younger students.”
Jeffrey, Lynn M. “Learning Orientations: Diversity in higher education”.
Learning and Individual Differences. 9:4 (2008) 1-14
Doi: 10.1016/j.lindif.2008.09.004
Media Consumers
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 97
sweeney@njit.edu
Richard Sweeney
e of Arabia The Great Escape Best War Movies
973-596-3208
Apocalypse Now
nal
Catch Me If You CanDir:
Dir: Steven
Frank Darabont
Spielberg Minority Report
m Hanks
Actor: Tom Hanks
Actor: Tom Hanks
Schindler’s List
Artificial Intelligen
Actor: Tom Hanks Actor: Tom Hanks
You’ve Got Mail
Away The
The
Green Mileonline
Saving
Private
Toy Story 2 (1999)
favorite
Millennial
environment,
is virtual,
(1998)
)
(1999)
Ryan (1998)
Dir: Lee Unkrich
interactive,
multimedia,
Rich,personalized,
this is one
Dir: Nora Ephron
obert Zemeckis
Dir: Frank Darabont
Dir: Steven full motion,
Starring:
of my
Starring:
and sociallyTom
networked.
ng:
Starring:customized,
Spielberg
Hanks Janet
favorites.
Tom Hanks,
Hanks,
Tom Hanks,
Starring:
Tim Allen
Meg Ryan,
Media Consumers
n Hunt,
Michael Clarke Duncan,
Tom Hanks,
Don Rickles
Parker Posey,
e Wildman,David Morse,
Tom Sizemore,
Jim Varney
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 98
sweeney@njit.edu
Richard Sweeney
973-596-3208
More Choices Selectivity
Digital Natives
Personalization /
Customization
Gamers
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
Flexibility /
Convenience
Impatient
“In a phrase, they are the
multiplexed generation or
Generation MUX… The
members of Generation
MUX have adapted to that
digital flow. They multitask
better than their
predecessors did.”
Read Less
Pull, not Push
p. 42
Experiential /
Interactive
Media
Consumers
Nomadic
Communication
Multitaskers
Harney, Ken. “Generation MUX”
Where will we find tomorrow’s best
IT workers? . InfoWorld. 7/18/2005,
Vol. 27 Issue 29, p42-42
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 99
sweeney@njit.edu
Richard Sweeney
973-596-3208
“IM-ers are multi-taskers.
32% of IM users say they do other things on their
computer such as browsing the web or playing
games virtually every time they are instant
messaging and another 29% are doing something
else some of the time they are IM-ing. p. iv
Shiu,
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Eulynn
and “Next-Generation
Amanda Lenhart. “How
AmericansTechnology
use instant
Foreman,
Joel.
Educational
messaging”.
Pew Internet and American Life Project 9/1/2004
Versus the Lecture.”
http://www.pewinternet.org/PPF/r/133/report_display.asp
Multitaskers
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 100
sweeney@njit.edu
Richard Sweeney
973-596-3208
"It's the way we've all come to be raised," says Fear, a
senior at Hunterdon Central Regional High School in
Flemington, New Jersey. She is a member of the
National Honor Society, student leader of the local
Amnesty International chapter, and president of the
school's International Thespian Society. "There's a lot
of work we're expected to do. You have to multitask to
get everything done. ”
McHale, Tom. “Portrait of a Digital Native” Technology & Learning,
26.2 (2005) 33-34
Multitaskers
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 101
sweeney@njit.edu
Richard Sweeney
973-596-3208
"Last week, researchers at Stanford University
published a study showing that the most persistent
multitaskers perform badly in a variety of tasks. They
don’t focus as well as non-multitaskers. They’re more
distractible. They’re weaker at shifting from one task
to another and at organizing information. They are, as
a matter of fact, worse at multitasking than people
who don’t ordinarily multitask. ”
Pennebaker, Ruth . “The Mediocre Multitasker”.
2009: WK5
Multitaskers
Copyright 2009 Richard Sweeney
NY Times, 30 Aug.
Understanding & Engaging the Millennial Generation 103
sweeney@njit.edu
Richard Sweeney
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More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
High Expectations
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
More Liberal
(e.g. Incomes)
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Read Less
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Multitaskers
More Friends 1.5 - 3 Years in Job
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding
& Engaging
the Millennial
Generation
Understanding
& Engaging
Millennial
Generation
Students
sweeney@njit.edu
Richard Sweeney
973-596-3208
Pryor, John H. et al. “2008 CIRP Freshmen Survey Report” UCLA
The Higher Education Research Institute (HERI).
http://www.gseis.ucla.edu/heri/
Politically Engaged
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 105
sweeney@njit.edu
Richard Sweeney
973-596-3208
Change in Percentage of Electorate Voting
BUSH
2000 2004
2008
18-29 years old
17% 17% 18%
30-34 years old
29% 29% 29%
45-59 years old
30% 30% 30%
60 and older
24% 24% 23%
Data Source: CNN
http://observationalism.com/2008/11/09/selected-exitpoll-comparisons-2000-2004-2008/
http://www.cnn.com/ELECTION/2008/results/president/
Politically Engaged
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 106
sweeney@njit.edu
Richard Sweeney
973-596-3208
More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
High Expectations
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
More Liberal
(e.g. Incomes)
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Read Less
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Multitaskers
More Friends 1.5 - 3 Years in Job
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 107
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Some 30% of freshmen say they're liberals,
compared with 21% in 1981. Popularity of the
"liberal" label has increased for five consecutive
years, Sax says. About 49% now are "middle-ofthe-road" and 21% "conservative" or "far right.”
Elias,
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Marilyn.
“Boomer
echo: CollegeEducational
freshmen look
liberal” USA
Foreman,
Joel.
“Next-Generation
Technology
TODAY
28, 2002, Monday, FINAL EDITION
VersusJanuary
the Lecture.”
More Liberal
Copyright 2009 Richard Sweeney
Understanding
& Engaging
the Millennial
Generation
Understanding
& Engaging
Millennial
Generation
Students
sweeney@njit.edu
Richard Sweeney
973-596-3208
Pryor, John H. et al. “2008 CIPA Freshmen Survey Report” UCLA
The Higher Education Research Institute (HERI).
http://www.gseis.ucla.edu/heri/
More Liberal
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 109
sweeney@njit.edu
Richard Sweeney
973-596-3208
Candidates Voting by Age Groups
2000
Gore
BUSH
Bush
2004
2008
Kerry
Bush
Obama McCain
18-29 years old
48%
46%
54%
45%
65%
32%
30-34 years old
48%
49%
46%
53%
52%
46%
45-59 years old
48%
49%
48%
51%
49%
49%
60 and older
51%
47%
46%
54%
47%
51%
“Election Results 2008; National Exit Polls Table”. New York Times.
5 Nov 2008
http://elections.nytimes.com/2008/results/president/national-exit-polls.html
More Liberal
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Understanding & Engaging the Millennial Generation 110
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Richard Sweeney
973-596-3208
“Only three conservative positions in this survey garnered
agreement from at least 60 percent of Americans under 30
(compared to 14 progressive positions) and two of them
were on economic and domestic policy.” p. 27
Free trade is good for America because it creates new markets
for our goods and services and lowers costs for consumers
(68%),
Social Security should be reformed to allow workers to invest
some of their contributions in individual accounts. (64%)
America has taken too large a role in solving world problems
and should focus more at home. (80%)
Halpin,
John Joel.
& Karl “Next-Generation
Agne. The Political Ideology
of the Millennial
Generation.
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Foreman,
Educational
Technology
May, 2009. Center for American Progress
Versus
the Lecture.”
<http://www.americanprogress.org/issues/2009/05/pdf/political_ideology_youth.pdf>
More Liberal
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 111
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Richard Sweeney
973-596-3208
More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
High Expectations
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
More Liberal
(e.g. Incomes)
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Read Less
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Multitaskers
More Friends 1.5 - 3 Years in Job
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 112
sweeney@njit.edu
Richard Sweeney
973-596-3208
81% have volunteered in the last year.
“Nearly nine out of ten Millennials surveyed, ages 13 – 25,
stated that they are likely or very likely to switch from one
brand to another (price and quality being equal) if the
second brand is associated with a good cause.”
Faville, Kelly. “Cone 2006 Millennial Cause Study”. CAUSE Marketing
Forum.
www.causemarketingforum/page.asp?ID=473
Social Involvement
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 113
sweeney@njit.edu
Richard Sweeney
973-596-3208
More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
High Expectations
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
More Liberal
(e.g. Incomes)
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Read Less
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Multitaskers
More Friends 1.5 - 3 Years in Job
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 114
sweeney@njit.edu
Richard Sweeney
973-596-3208
“About a fifth of these echo boom children are the
offspring of immigrants who arrived in the U.S. during the
1980s and who often had relatively large families. The
ethnic profile created by these immigrant children is far
different from the white and black 1950s and 1960s.” p. 4
Williamson, Christopher. The war of the ages; Planning 68.7 (2002): 4-9
More Diverse / Inclusive
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 115
sweeney@njit.edu
Richard Sweeney
973-596-3208
More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
High Expectations
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
More Liberal
(e.g. Incomes)
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Read Less
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Multitaskers
More Friends 1.5 - 3 Years in Job
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 116
sweeney@njit.edu
Richard Sweeney
973-596-3208
“And the Millennials feel perfectly comfortable
talking back to their superiors.” p. 114
Burnett, Linda. “welcome millennials”. Contract, May 2006, 48.5, p114-114
Socially Bold
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 117
sweeney@njit.edu
Richard Sweeney
973-596-3208
More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
High Expectations
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
More Liberal
(e.g. Incomes)
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Read Less
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Multitaskers
More Friends 1.5 - 3 Years in Job
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 118
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Millennials want meaning. They've been called the next
"greatest generation“ because they are civic and cause
minded: 59 percent of them volunteer three and a half hours a
week: 83 percent of incoming college freshmen volunteered
in the past year; and 61 percent feel personally responsible
for making the world better.”
Butterfield, Bruce; Fox, Susan. “Preparing for the Millennial Tsunami”.
Associations Now, May2007, 3.6: p11
Patriotic / Civic Minded
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 119
sweeney@njit.edu
Richard Sweeney
973-596-3208
More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
High Expectations
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
More Liberal
(e.g. Incomes)
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Read Less
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Multitaskers
More Friends 1.5 - 3 Years in Job
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 120
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Gen Y knows that their ideal is to gain a greater work/life
balance but is also keen to gain employability. To balance
these preferences many actively seek an employer where
they can be part of a team, have fun and make friends within
the workplace.” p. 20
Drewery, Kelly, Ann Riley et al. Gen Up: How the four generations work.
London, England: Penna. 2008
http://www.cipd.co.uk/subjects/dvsequl/general/_genup.htm
More Friends
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 121
sweeney@njit.edu
Richard Sweeney
973-596-3208
More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
High Expectations
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
More Liberal
(e.g. Incomes)
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Read Less
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Multitaskers
More Friends 1.5 - 3 Years in Job
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 122
sweeney@njit.edu
Richard Sweeney
973-596-3208
“The Generation Y makes up 75% of the McDonalds
workforce…
A study conducted by the academic Adrian Furnham showed
that 90% of McDonalds’ staff showed high levles of employee
engagement. The key contributing factors in this high level
of engagement among McDonalds employees were the
opportunities for training and development offered by the
organization.” p. 34
Drewery, Kelly, Ann Riley et al. Gen Up: How the four generations work.
London, England: Penna. 2008
http://www.cipd.co.uk/subjects/dvsequl/general/_genup.htm
Training
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 123
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Richard Sweeney
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More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
More Liberal
High Expectations
(e.g. Incomes)
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Read Less
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Multitaskers
More Friends 1.5 - 3 Years in Job
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 124
sweeney@njit.edu
Richard Sweeney
973-596-3208
“74% of the students expect to be better off than
their parents in terms of income and quality of life
over their lifetime.”
Ernst and Young, Canada. “Sixty-five Per Cent of College Students Think
They Will Become Millionaires.” 2001. Press Information Worldwide.
3/14/05. http://www.pressi.com/us/release/35870.html
High Expectations
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 125
sweeney@njit.edu
Richard Sweeney
973-596-3208
More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
More Liberal
High Expectations
(e.g. Incomes)
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Read Less
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Multitaskers
More Friends 1.5 - 3 Years in Job
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 126
sweeney@njit.edu
Richard Sweeney
973-596-3208
“They believe passionately that merit rather than length
of service should drive promotion, progression and the
acquisition of responsibility. They argue their baby
boomer managers should acknowledge their
demonstration of competence more fulsomely.” p.17
Hutton, Will. “Wear Kid Gloves When Tackling Generation Y.” Personnel
Today (2003): 17.
Merit Systems
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 127
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Gen Y’s relatively aggressive attitude to performance
management may be a further source of conflict for Baby
Boomers. While very few Boomers believe that underperformers should be fired, Gen Y is much less tolerant of
underperformance. Nearly one in five Gen Y’s believe that the
best solution for underperformance is for someone to be
fired.” p. 27
Drewery, Kelly, Ann Riley et al. Gen Up: How the four generations work.
London, England: Penna. 2008
http://www.cipd.co.uk/subjects/dvsequl/general/_genup.htm
Merit Systems
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 128
sweeney@njit.edu
Richard Sweeney
973-596-3208
More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
High Expectations
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
More Liberal
(e.g. Incomes)
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Read Less
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Multitaskers
More Friends 1.5 - 3 Years in Job
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 129
sweeney@njit.edu
Richard Sweeney
973-596-3208
“According to research by Drake International on Gen Y,
remuneration isn’t the only important consideration they
weigh up when accepting a job. The key features that
attract Gen Y are listed as professional growth, work-life
balance, variety, social interaction, responsibility, and
input, reward and recognition.” p.24
Twyford, Tee. “Generation Why?”. NZ Marketing Magazine October, 2007
26.19: p23-25
Balanced Lifestyles
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 130
sweeney@njit.edu
Richard Sweeney
973-596-3208
“73 percent worry about balancing professional and
personal obligations.” p. 3
Robert
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Half Joel.
International.
“What Millennials
Want: How
to Attract and
Foreman,
“Next-Generation
Educational
Technology
Retain
Employees.” Yahoo hotjobs. November 2008.
VersusGen
theYLecture.”
http://www.hotjobsresources.com/pdfs/MillennialWorkers.pdf
Balanced Lifestyles
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 131
sweeney@njit.edu
Richard Sweeney
973-596-3208
More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
High Expectations
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
More Liberal
(e.g. Incomes)
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Read Less
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Multitaskers
More Friends 1.5 - 3 Years in Job
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 132
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Richard Sweeney
973-596-3208
“The Millennial Generation, who turned 18 around
the year 2000, show the smallest gap with the
values of older generations than any teens have
shown since the history of polling.” p.B8
Kleinfeld, Judith. “Millennials: our next great generation,” Anchorage
Daily News (Alaska), January 30, 2004 Friday, FINAL EDITION, ALASKA;
Pg. B8, 712 words,
Values
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Understanding & Engaging the Millennial Generation 133
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Millennials:
…identify with parent’s values and feel close to
their parents”;
Oblinger, Diana. “Understanding the New Student.” Educause Review,
38.3 (2003): 36-42.
Values
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 134
sweeney@njit.edu
Richard Sweeney
973-596-3208
More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
High Expectations
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
More Liberal
(e.g. Incomes)
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Read Less
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Multitaskers
More Friends 1.5 - 3 Years in Job
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 135
sweeney@njit.edu
Richard Sweeney
973-596-3208
“They have been raised in an environment where credit
seemed to be a right (versus a privilege)…
• The median credit card debt of low and middle-income
people ages 18 to 34 is $8,200
• The average college debt of recent grads is more than
$20,000 and rising.
• People between the ages of 25 and 34 make up 22.7% of all
U.S. bankruptcies (but just 14% of the population at
large.”
The impact of today’s financial crisis on Generation Y. Albany, New York:
Media Logic. 2008
http://www.mlinc.com/geny/impact.cfm?cid=gib03
High Debt
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 136
sweeney@njit.edu
Richard Sweeney
973-596-3208
“In November alone, 71,000 Canadians lost their jobs -- 27
per cent of the newly unemployed are people aged 24 and
under -- and economists predict this is only a bellwether of
worse to come. Suddenly, many of those retiring boomers
can't afford to retire. Making matters worse, Millennials are
saddled with more debt than any previous generation (an
average of $5,631 per year in student debt alone, not to
mention the load sitting on their credit cards, and what
they're doling out in car payments). This recession is not
what they signed up for. ”
George, Lianne. “Dude, Where’s My Job?”. Maclean’s. 122:1 (2008) 48-49
High Debt
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 137
sweeney@njit.edu
Richard Sweeney
973-596-3208
More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
High Expectations
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
More Liberal
(e.g. Incomes)
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Read Less
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Multitaskers
More Friends 1.5 - 3 Years in Job
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 138
sweeney@njit.edu
Richard Sweeney
973-596-3208
“About half of respondents expect to spend no more
than 1 or 2 years “paying their dues” in entry level
jobs.” p. 7
Robert
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Half Joel.
International.
“What Millennials
Want: How
to Attract and
Foreman,
“Next-Generation
Educational
Technology
Retain
Employees.” Yahoo hotjobs. November 2008.
VersusGen
theYLecture.”
http://www.hotjobsresources.com/pdfs/MillennialWorkers.pdf
Working Expectations
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 139
sweeney@njit.edu
Richard Sweeney
973-596-3208
“The Veteran may be surprised that the Gen Y employee is
willing to work longer hours for more pay or flexibility. They
may be equally surprised therefore that the Gen Y employee
may also expect to change job very 2-3 years.” p. 25
Drewery, Kelly, Ann Riley et al. Gen Up: How the four generations work.
London, England: Penna. 2008
http://www.cipd.co.uk/subjects/dvsequl/general/_genup.htm
Working Expectations
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 140
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Millennials work best in a supportive, peer group based
environment, Fifty five percent of respondents aged 55 or
older strongly agreed with the statement that their company
encourages managers to be approachable, but only 36% of
employees aged between 26 and 44 concurred.” p. 15
Harris, Imogen et al. Is Europe Ready for the Millennials? Innovate to Meet
the Needs of the Emerging Generation. Forrester Consulting: Cambridge,
MA. 2006
<http://www.ffpress.net/Kunden/XER/Downloads/XER87000/XER87000.pdf>
Working Expectations
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 141
sweeney@njit.edu
Richard Sweeney
973-596-3208
“61% of CEO’s say they have difficulty recruiting and
integrating younger workers.”
PricewaterhouseCoopers surveyed a total of 4271 graduates
internationally about their expectations of work.”
George, Lianne. “Managing tomorrow’s people: Millennials at work:
Perspectives from a new generation”. PricewaterhouseCoopers. (2008) 48-49
Managing Millennials
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 142
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Notwithstanding, it is clear that as Generation Y gains a
foothold in the workplace, organizations will need to change
to accommodate their norms instead of expecting young
workers to change to accommodate existing organizational
norms.”
Crumpacker, Jill M. “Succession Planning and Generational Stereotypes:
Should HR Consider Age-Based Values and Attitudes a Relevant Factor or
a Passing Fad?”. Public Personnel Management. 36:4 (2007) p349-369.
Managing Millennials
Copyright 2009 Richard Sweeney
143
Understanding
& Engaging
the Millennial
Generation
Understanding
& Engaging
Millennial
Generation
Students
143
sweeney@njit.edu
Richard Sweeney
973-596-3208
Are my students more engaged and better learners?
“Did You Know 2.0” www.youtube.com
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 144
sweeney@njit.edu
Richard Sweeney
973-596-3208
More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
High Expectations
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
More Liberal
(e.g. Incomes)
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Read Less
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Multitaskers
More Friends 1.5 - 3 Years in Job
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2009 Richard Sweeney
145
Understanding
& Engaging
the Millennial
Generation
Understanding
& Engaging
Millennial
Generation
Students
sweeney@njit.edu
Richard Sweeney
973-596-3208
Thanks for your kind attention.
• Powerpoint (available at:
• http://library1.njit.edu/staff-folders/sweeney/
•
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation 166
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Two proven innovation strategies are the
common-course redesign strategy and the flex
program and service redesign strategy. These
strategies use IT innovatively to improve
accountability-that is, to improve and account for
institutional performance-whenever measurably
improved academic results and reduced unit
costs are simultaneous goals.” p. 79
Graves,
XXXXXXXXXXXXXXXXXXXXXXXXXXX
William.
Institutional
Performance
through ITForeman,
Joel. “Improving
“Next-Generation
Educational
Technology
Enabled
Innovation”.
Versus the
Lecture.”EDUCAUSE Review Nov/Dec 2005: 79-98
Engagement & Productivity
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation
sweeney@njit.edu
Richard Sweeney
973-596-3208
“With a few important [ IT ] exceptions, these
investments did not directly seek to reduce longterm unit costs and/or dampen spiraling tuition
increases and, not surprisingly, did not do so
whether or not they used technology to enable
innovation. As a result, these “innovations” did
not increase productivity but instead either added
to long-term operating expenditures or proved
unsustainable after the loss of special funding. p. 84
Graves,
XXXXXXXXXXXXXXXXXXXXXXXXXXX
William.
Institutional
Performance
through ITForeman,
Joel. “Improving
“Next-Generation
Educational
Technology
Enabled
Innovation”.
Versus the
Lecture.”EDUCAUSE Review Nov/Dec 2005: 79-98
Engagement & Productivity
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation
sweeney@njit.edu
Richard Sweeney
973-596-3208
Learning Strategies for Millennials:
1. Increase teacher – student interaction; feedback
2. Engage students (motivation; involvement)
3. Accelerate student learning
4. Increase experiential learning (gaming;
simulations, role playing)
5. Increase learning options
6. Increase peer-to-peer (collaboration) learning
7. Offer more “pull” web based learning options
8. Offer more interactive multimedia learning.
Millennial Learning Strategies
Copyright 2009 Richard Sweeney
Understanding & Engaging the Millennial Generation
sweeney@njit.edu
Richard Sweeney
973-596-3208
Examples:
• Managing the Digital Enterprise (Rappa-North Carolina State)
• Solar System Collaboratory (Colorado)
• Virtual chemistry experiments (Davidson)
• U.S. History Videos (History Channel)
• BoilerCast (Purdue - podcasts, vcasts)
• Game Based Learning Sites (Marc Prensky)
• Math Emporium (Virginia Tech)
• Building bridges (Civil Engineering-Nova)
• Physics Tutorial Modules Andersen Center (RPI)
• Collaborative Learning Table (RPI)
• Immediate stock market quotes (Yahoo Finance)
• SearchPath information literacy tutorial (Rutgers)
Examples
Copyright 2009 Richard Sweeney