Bridging the Generation Gap: A Live Focus Group of Millennials from
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1 Bridging the Generation Gap: A Live Millennial Focus Group sweeney@njit.edu Richard Sweeney 973-596-3208 American Dental Education Association March 17, 2009: Bridging the Generation Gap: A Live Focus Group of Arizona School of Dentistry and Oral Health Students Please note that this document is copyrighted and licensed under the Creative Commons Attribution 3.0 United States License. Powerpoint (Revised 3/3/2009) available at: http://library1.njit.edu/staff-folders/sweeney/ Copyright 2009 Richard Sweeney 2 Bridging the Generation Gap: A Live Millennial Focus Group 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 page. Copyright 2009 Richard Sweeney 3 Bridging the Generation Gap: A Live Millennial Focus Group sweeney@njit.edu Richard Sweeney 973-596-3208 Today’s Agenda 1. 35 minutes - What does the research say about the Millennials? No Millennials present. 2. 55 minutes- A live Millennial focus group will be conducted of those who do not know about this research. Copyright 2009 Richard Sweeney 4 Bridging the Generation Gap: A Live Millennial Focus Group 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 6 Bridging the Generation Gap: A Live Millennial Focus Group 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 7 Bridging the Generation Gap: A Live Millennial Focus Group 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 5 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 8 Bridging the Generation Gap: A Live Millennial Focus Group 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 9 Bridging the Generation Gap: A Live Millennial Focus Group 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 10 Bridging the Generation Gap: A Live Millennial Focus Group sweeney@njit.edu Richard Sweeney 973-596-3208 Are Millennials different from prior generations at the same age? Copyright 2009 Richard Sweeney 11 Bridging the Generation Gap: A Live Millennial Focus Group 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 A Live Millennial All Millennials in Group 12 Bridging the Generation Gap: Focus 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 13 Bridging the Generation Gap: A Live Millennial Focus Group 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 Increased Competition 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 15In Bridging the Generation Gap: AMillennials Live Millennial Focus Group 15 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 16 Bridging the Generation Gap: A Live Millennial Focus Group sweeney@njit.edu Richard Sweeney 2008 Copyright 2009 Richard Sweeney 973-596-3208 College Board Data from Web 20 Bridging the Generation Gap: A Live Millennial Focus Group 20 sweeney@njit.edu Richard Sweeney 2008 2008 Copyright 2009 Richard Sweeney 973-596-3208 College Board Data from Web 21 Bridging the Generation Gap: A Live Millennial Focus Group 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 22 Bridging the Generation Gap: A Live Millennial Focus Group 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 23 Bridging the Generation Gap: A Live Millennial Focus Group 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 24 Bridging the Generation Gap: A Live Millennial Focus Group 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 25 Bridging the Generation Gap: A Live Millennial Focus Group 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 26 Bridging the Generation Gap: A Live Millennial Focus Group 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 27 Bridging the Generation Gap: A Live Millennial Focus Group 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 28 Bridging the Generation Gap: A Live Millennial Focus Group 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 29 Bridging the Generation Gap: A Live Millennial Focus Group 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 30 Bridging the Generation Gap: A Live Millennial Focus Group 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 31 Bridging the Generation Gap: A Live Millennial Focus Group 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 32 Bridging the Generation Gap: A Live Millennial Focus Group 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 36 Bridging the Generation Gap: A Live Millennial Focus Group 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 37 Bridging the Generation Gap: A Live Millennial Focus Group 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 internatioanlly 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 38 Bridging the Generation Gap: A Live Millennial Focus Group 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 41 Bridging the Generation Gap: A Live Millennial Focus Group 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 42 Bridging the Generation Gap: A Live Millennial Focus Group 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 44 Bridging the Generation Gap: A Live Millennial Focus Group 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 45 Bridging the Generation Gap: A Live Millennial Focus Group 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 46 Bridging the Generation Gap: A Live Millennial Focus Group 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 49 Bridging the Generation Gap: A Live Millennial Focus Group 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 50 Bridging the Generation Gap: A Live Millennial Focus Group 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 53 Bridging the Generation Gap: A Live Millennial Focus Group 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 54 Bridging the Generation Gap: A Live Millennial Focus Group 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 55 Bridging the Generation Gap: A Live Millennial Focus Group 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 56 Bridging the Generation Gap: A Live Millennial Focus Group 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 57 Bridging the Generation Gap: A Live Millennial Focus Group 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 58 Bridging the Generation Gap: A Live Millennial Focus Group 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 59 Bridging the Generation Gap: A Live Millennial Focus Group 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 60 Bridging the Generation Gap: A Live Millennial Focus Group 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 61 Bridging the Generation Gap: A Live Millennial Focus Group 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 62 Bridging the Generation Gap: A Live Millennial Focus Group 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 64 Bridging the Generation Gap: A Live Millennial Focus Group 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 65 Bridging the Generation Gap: A Live Millennial Focus Group 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 66 Bridging the Generation Gap: A Live Millennial Focus Group 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 67 Bridging the Generation Gap: A Live Millennial Focus Group 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 69 Bridging the Generation Gap: A Live Millennial Focus Group 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 70 Bridging the Generation Gap: A Live Millennial Focus Group 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 71 Bridging the Generation Gap: A Live Millennial Focus Group 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 72 Bridging the Generation Gap: A Live Millennial Focus Group 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 73 Bridging the Generation Gap: A Live Millennial Focus Group 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 74 Bridging the Generation Gap: A Live Millennial Focus Group 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 75 Bridging the Generation Gap: A Live Millennial Focus Group 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 76 Bridging the Generation Gap: A Live Millennial Focus Group 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 77 Bridging the Generation Gap: A Live Millennial Focus Group 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 78 Bridging the Generation Gap: A Live Millennial Focus Group 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 79 Bridging the Generation Gap: A Live Millennial Focus Group 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 80 Bridging the Generation Gap: A Live Millennial Focus Group 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 81 Bridging the Generation Gap: A Live Millennial Focus Group 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 82 Bridging the Generation Gap: A Live Millennial Focus Group 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 83 Bridging the Generation Gap: A Live Millennial Focus Group 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 84 Bridging the Generation Gap: A Live Millennial Focus Group 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 85 Bridging the Generation Gap: A Live Millennial Focus Group 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 86 Bridging the Generation Gap: A Live Millennial Focus Group 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 87 Bridging the Generation Gap: A Live Millennial Focus Group 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 88 Bridging the Generation Gap: A Live Millennial Focus Group 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 89 Bridging the Generation Gap: A Live Millennial Focus Group 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 91 Bridging the Generation Gap: A Live Millennial Focus Group 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 Bridging the Generation Gap: A Live Millennial Focus Group 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 93 Bridging the Generation Gap: A Live Millennial Focus Group 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 94 Bridging the Generation Gap: A Live Millennial Focus Group 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 95 Bridging the Generation Gap: A Live Millennial Focus Group 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 Bridging the Generation Gap: A Live Millennial Focus Group 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 97 Bridging the Generation Gap: A Live Millennial Focus Group 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 Copyright 2009 Richard Sweeney 98 Bridging the Generation Gap: A Live Millennial Focus Group 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 99 Bridging the Generation Gap: A Live Millennial Focus Group 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 100 Bridging the Generation Gap: A Live Millennial Focus Group 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 101 Bridging the Generation Gap: A Live Millennial Focus Group 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 102 Bridging the Generation Gap: A Live Millennial Focus Group 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 103 Bridging the Generation Gap: A Live Millennial Focus Group 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 104 Bridging the Generation Gap: A Live Millennial Focus Group 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 105 Bridging the Generation Gap: A Live Millennial Focus Group 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 106 Bridging the Generation Gap: A Live Millennial Focus Group 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 107 Bridging the Generation Gap: A Live Millennial Focus Group 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 108 Bridging the Generation Gap: A Live Millennial Focus Group 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 109 Bridging the Generation Gap: A Live Millennial Focus Group 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 110 Bridging the Generation Gap: A Live Millennial Focus Group 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 111 Bridging the Generation Gap: A Live Millennial Focus Group 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 112 Bridging the Generation Gap: A Live Millennial Focus Group 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 113 Bridging the Generation Gap: A Live Millennial Focus Group 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 114 Bridging the Generation Gap: A Live Millennial Focus Group 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 115 Bridging the Generation Gap: A Live Millennial Focus Group 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 116 Bridging the Generation Gap: A Live Millennial Focus Group 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 117 Bridging the Generation Gap: A Live Millennial Focus Group 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 118 Bridging the Generation Gap: A Live Millennial Focus Group 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 119 Bridging the Generation Gap: A Live Millennial Focus Group sweeney@njit.edu 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 Copyright 2009 Richard Sweeney 120 Bridging the Generation Gap: A Live Millennial Focus Group 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 121 Bridging the Generation Gap: A Live Millennial Focus Group 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 122 Bridging the Generation Gap: A Live Millennial Focus Group 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 123 Bridging the Generation Gap: A Live Millennial Focus Group 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 124 Bridging the Generation Gap: A Live Millennial Focus Group 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 125 Bridging the Generation Gap: A Live Millennial Focus Group 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 126 Bridging the Generation Gap: A Live Millennial Focus Group 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 127 Bridging the Generation Gap: A Live Millennial Focus Group 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 128 Bridging the Generation Gap: A Live Millennial Focus Group 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 129 Bridging the Generation Gap: A Live Millennial Focus Group 129 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 130 Bridging the Generation Gap: A Live Millennial Focus Group 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 131 Bridging the Generation Gap: A Live Millennial Focus Group 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 152 Bridging the Generation Gap: A Live Millennial Focus Group 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 Bridging the Generation Gap: A Live Millennial Focus Group 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 Bridging the Generation Gap: A Live Millennial Focus Group 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 Bridging the Generation Gap: A Live Millennial Focus Group 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 170 Bridging the Generation Gap: A Live Millennial Focus Group sweeney@njit.edu Richard Sweeney 973-596-3208 “A number of studies, including new ones by the Center for American Progress in Washington and by Demos, a progressive think tank in New York, have shown that Americans in this age group [Millennials] are faced with a variety of challenges that are tougher than those faced by young adults over the past few decades. Among the challenges are worsening job prospects, lower rates of health insurance coverage and higher levels of debt.” Herbert, Bob. “Here Come the Millennials”. New York Times; 13 May 2008 late ed. A21. Research Studies Copyright 2009 Richard Sweeney
