Five generations are currently alive, and for the first time in history there are four in the workforce. Each of these generations has been influenced by the very different times in the last 80 years in which they grew up. Each generation’s experience impacted their outlook on life and working. To understand the attitudes to working and living of the youngest generations, it is first necessary to provide a brief summary of the three older generations for comparison. Jane Hart (2008) have drawn on the findings of a number of sources with regards to these generations:
1. Veterans (born 1925-1945) grew up in times of economic hardship, which led them to become disciplined and self sacrificing. They place duty before pleasure, believe patience is its own reward, see work as an obligation, and, as workers, are loyal, hard working, and dedicated. They respect authority and work within the system. Some of the youngest of this generation are still in the workforce.
Baby Boomers (born 1946-64) are members of a large generation who grew up in economic prosperity after World War II in strong, nuclear families with stay-at-home mums. They are competitive, optimistic, and focus on personal accomplishments. They are workaholics, who “live to work,” and often take work home. Their job or profession defines them, and they like to feel valued and needed. They have no work-life balance; many have sacrificed a home life for a career and for those who tried both, it has been a juggling act. This generation has dominated the workforce for many years, and now holds significant positions within it.
Generation X (born 1965-1979) grew up in very different circumstances (Stephey, 2008). For many, having divorced parents and mothers at work was the norm. This led to their characteristic resilience, independence, and adaptability. At work, they take employment seriously and have a pragmatic approach to getting things done. They “work to live, not live to work,” and move in and out of the workforce to accommodate their family and children.
Compare these profiles with that of the youngest generation in the workplace, Generation Y (also known as Millenials) (born 1980-1995), and the biggest generation since the Baby Boomers. They are the children of Baby Boomers who indulged them and gave them lots of attention, and who now display a high level of self-confidence. This generation grew up in good times, and spent more time in full-time education than any previous generation. Because they have only known economic prosperity, they do not fear unemployment. They are self-reliant and very social. Friends are very important to them, and they have a large network. They like to multi-task, and are always onto the next thing. They question everything, hence their alias, Generation Why? In the workplace they are not afraid of challenging managers (Baby Boomers). Work for them is a means to an end; it is a place, not their identity. They want flexible working hours, to be able to work from home, and to have time off for travel. Gen Y-ers are quite happy to leave a job if it doesn’t come up to expectations. They think they can have it all and are not embarrassed to ask for it. They are happy to job hop until they find what they want.
These generational findings show some quite startling attitudinal differences in the younger generations. It is no longer possible to think workers have the same approach to life, work, or learning as their bosses. In fact, Time Magazine reported that Generation Y is forcing a cultural shift on companies and managers. As such they are becoming change agents, forcing organisations to rethink and improve their methods of recruiting, training, and management. Sarah Perez (2008) in ReadWrite Web, says, “Ignoring the voices of Gen Y is something you should do at your own peril, especially if you're a business looking to hire,” and that would seem to go for learning and development too.
Overview of Gen Y
Generation Y, also known as the Millennial Generation (or Strauss & Howe, 1992), Generation Next, Net Generation (Peter, 2008), Echo Boomers (Armour, 2006) . As there are no precise dates for when the Millennial generation starts and ends, researchers have used birth dates ranging somewhere from the mid-1970s (Gardner, 2006) to the early 2000s (Tovar, 2007). Marino (2006) clarified that members of this generation are called Echo Boomers, due to the significant increase in birth rates through the 1980s and into the 1990s, and because many of them are children of baby boomers. The 20th century trend toward smaller families in developed countries continued, however, so the relative impact of the "baby boom echo" was generally less pronounced than the original boom (Rosenthal, 2007)..
Characteristics of the generation vary by region, depending on social and economic conditions. However, it is generally marked by an increased use and familiarity with communications, media, and digital technologies. In most parts of the world its upbringing was marked by an increase in a neoliberal approach to politics and economics.[14] The effects of this environment are disputed. (Seabrook, 2007).
The term Generation Y first appeared in an August 1993 Ad Age editorial to describe teenagers of the day, which they defined, at that time, as separate from Generation X, and then aged 12 or younger (born after 1980), well as the teenagers of the upcoming ten years. "Generation Y" alludes to a succession from "Generation X." Since then, however, the company has used various start dates for the generation. The name "Echo Boomers" (Armour, 2008) refers to the size of the generation and its relation to the Baby boomer generation (Huntley, 2006).
Authors William Strauss and Neil Howe have been very influential in defining American generations in their book Generations: The History of America's Future, 1584 to 2069 (1991). Their generational theory is frequently cited in books and articles on the subject. Howe and Strauss maintain that they use the term Millennials in place of Generation Y because the members of the generation themselves coined the term, not wanting to be associated with Generation X. Almost a decade later, they followed their large study of the history of American demographics with a book devoted to the new generation, titled Millennials Rising: The Next Great Generation (2000). In both books, William Strauss and Neil Howe use 1982 and 2001 as the start and end years of the generation, respectively. They believe that the coming of age of year 2000 high school graduates sharply contrasts with those born before them and after them due to the attention they received from the media and what influenced them politically.
According to the authors' 1997 book, The Fourth Turning, modern history repeats itself every four generations; approximately 80–100 years. The authors of the book mention that the four-cycles always come in the same order. The first one, the High cycle, occurs when a new order or human expansion is developed, replacing the older one. The next cycle is called the Awakening. More spiritual than the previous, this is a time of rebellion against the already established order. The third cycle is known as the Unraveling, when elements of individualism and fragmentation take over society, developing a troubled era which leads directly to the Fourth Turning, an era of crisis dominating society during which a redefinition of its very structure, goals, and purposes is established.
Each cycle has its archetypes, the four having the following one defined as: Prophet, Nomad, Hero, and Artist. According to the aforementioned book, Millennials belong to the Hero category, featuring a deep trust in authority and institutions; being somewhat conventional, but still powerful. They grew up during an Unraveling cycle with more protections than the previous generation (Gen X). They are heavily dependent on team work, and thus, when they come of age, turn into the heroic team-working young people of a Crisis. In their middle years, they become the energetic, decisive, and strong leaders of a High cycle; and in old age, they become the criticized powerful elders of an Awakening cycle. Another previous generation that belongs to this category according to Carlson (2009) is The Greatest Generation (1916–1924).
One author, Elwood Carlson, locates the American generation, which he calls "New Boomers," between 1983 and 2001, because of the upswing in births after 1983, finishing with the "political and social challenges" that occurred after the attacks of September 11, 2001, and the "persistent economic difficulties" of the time. (Carlson, 2008).
In Australia, there is much debate over the dates of Generation Y - that is, when "Gen Y" began, and the "cut-off" period. It is generally accepted, however, that the first "Gen Y" members were born in 1982. Though some sources use the date range 1982-1995 for the generation, many, including the Australian Bureau of Statistics, use 1982-2000. (McCrindle, 2005). In Canada, 1982 is generally thought to be the starting birth year for Generation Y, ending in the mid-1990s or 2000, sometimes even as late as 2004.(Crealock, 2008). Like members of Generation X, who are heavily influenced by the advent of MTV, early members of Generation Y are also sometimes called the MTV Generation. This term can also be a catch phrase for youth of the late 20th century, depending on the context.(Silverman, 2002).
Fred Bonner (Hoover, 2009) believes that much of the commentary on the Millennial Generation may be partially accurate, but overly general and that many of the traits they describe apply primarily to "white, affluent teenagers who accomplish great things as they grow up in the suburbs, who confront anxiety when applying to super-selective colleges, and who multitask with ease as their helicopter parents hover reassuringly above them." Other socio-economic groups often do not display the same attributes commonly attributed to Generation Y. During class discussions, he has listened to black and Hispanic students describe how some or all of the so-called seven core traits did not apply to them. They often say the "special" trait, in particular, is unrecognizable. "It's not that many diverse parents don't want to treat their kids as special," he says, "but they often don't have the social and cultural capital, the time and resources, to do that."
This generation is also sometimes referred to as the Boomerang Generation or Peter Pan Generation, because of the members' perceived penchant for delaying some rites of passage into adulthood, longer periods than most generations before them. These labels were also a reference to a trend toward members living with their parents for longer than previous generations. (Shaputis, 2004)
The primary cause of this increased trend can be defined in economic terms.(Palmer, 2007). Economic crises, including the dot-com bubble in 2000, and the United States housing bubble that led to the current financial crisis have made paying market-level rent, or any rent, difficult for a generation riddled with high unemployment levels.
However, economics is not the only explanation. Questions regarding a clear definition of what it means to be an adult also impact a debate about delayed transitions into adulthood. For instance, one study by professors at Brigham Young University found that college students are more likely now to define "adult" based on certain personal abilities and characteristics rather than more traditional "rite of passage" events.(Lusk, 2007). Dr. Larry Nelson (Lusk, 2007), one of the three Marriage, Family, and Human Development professors to perform the study, also noted that some Millennials are delaying the transition from childhood to adulthood as a response to mistakes made by their parents. "In prior generations, you get married and you start a career and you do that immediately. What young people today are seeing is that approach has led to divorces, to people unhappy with their careers ... The majority want to get married [...] they just want to do it right the first time, the same thing with their careers.”
McCrindell (2008) believed that the Millennial Generation (or Gen Y), like other generations, has been shaped by the events, leaders, developments and trends of its time. The rise of instant communication technologies made possible through use of the internet, such as email, texting, and IM and new media used through websites like YouTube and social networking sites like Facebook, MySpace, and Twitter, may explain the Millennials' reputation for being somewhat peer-oriented due to easier facilitation of communication through technology. (Davie, 2008)
Expression and acceptance has been highly important to this generation. In China, with a total population of a billion people, the urge to stand out and be individualistic has become a staple of the Chinese youth culture.(Gallup,com, 2010). Elsewhere, mainly in more well-developed nations, several cohorts of Generation Y members have found comfort in online games such as MMORPGs and virtual worlds like World of Warcraft and Second Life. (Duan, 2009). Flash mobbing, internet meme, and online communities have given some of the more expressive Generation Y members’ acceptance, while online pen pals have given the more socially timid individuals acceptance as well. (Perez, 2009)
Digital technology
In their 2007 book, authors Junco and Mastrodicasa (2007) expanded on the work of Howe and Strauss to include research-based information about the personality profiles of Millennials, especially as it relates to higher education. They conducted a large-sample (7,705) research study of college students. They found that Next Generation college students, born between 1982–2003, were frequently in touch with their parents and they used technology at higher rates than people from other generations. In their survey, they found that 97% of these students owned a computer, 94% owned a cell phone, and 56% owned a MP3 player. They also found that students spoke with their parents an average of 1.5 times a day about a wide range of topics. Other findings in the Junco and Mastrodicasa survey (2007) revealed that 76% of students used instant messaging, 92% of those reported multitasking while IMing, 40% of them used television to get most of their news, with 15% watched The Daily Show and 5% The Colbert Report, and 34% of students surveyed used the Internet.
In June 2009, Nielsen released the report, "How Teens Use Media" which discussed the latest data on media usage by generation. In this report, Nielsen set out to redefine the dialogue around media usage by the youngest of Generation Y, extending through working age Generation Y and compared to Generation X and Baby Boomers.
Attracting Gen Y Via Learning & Development
Economic prospects for the Millennials have worsened due to the late-2000s recession. Several governments have instituted major youth employment schemes out of fear of social unrest such as the 2008 Greek riots due to the dramatically increased rates of youth unemployment. (Spiegel.de, 2010). In Europe, youth unemployment levels are very high (40% in Spain, 35% in the Baltic states, 19.1% in Britain (Travis, 2009) and more than 20% in many more). In 2009 leading commentators began to worry about the long term social and economic effects of the unemployment. (Lowrey, 2009) Unemployment levels in other areas of the world are also high, with the youth unemployment rate in the U.S. reaching a record level (18.5%, July 2009) since the statistic started being gathered in 1948. In Canada, unemployment amongst youths aged 15 to 24 years of age in July 2009 was 15.9%, the highest it had been in 11 years . (CBC.ca, 2009).
Generation Y who grew up in Asian countries show different preferences and expectations of work to those who grew up in the US or Europe. This is usually attributed to the differing cultural and economic conditions experienced while growing up. Alsop (2008) mentioned that the Millennials are sometimes called the "Trophy Generation", or "Trophy Kids,". The term actually reflects the trend in competitive sports, as well as many other aspects of life, where mere participation is frequently enough for a reward. It has been reported that this is an issue in corporate environments. (Alsop, 2008). Some employers are concerned that Millennials have too great expectations from the workplace.
Studies by Kunreuther, Frances; Kim, Helen & Rodriguez, Robby (2009) predict that Generation Y will switch jobs frequently, holding far more than Generation X due to their great expectations. To better understand this mindset, many large firms are currently studying this conflict and are trying to devise new programs to help older employees understand Millennials, while at the same time making Millennials more comfortable. For example, Goldman Sachs conducts training programs that use actors to portray Millennials who assertively seek more feedback, responsibility, and involvement in decision making. After the performance, employees discuss and debate the generational differences they have seen played out. (Alsop,2008)
Aggregating all the characteristics identified, we can build a profile of the learner of today as someone who is:
Most likely to be under 30 (and a member of Generation Y or even Z)
A digital native (or a very tech-savvy digital immigrant),
Connected 24/7 via a PC and/or mobile device, and
A highly engaged user of a broad range of social media tools on a frequent (daily) basis.
It can also be summarized that some features of the new breed of learner:
They prefer hyperlinked information coming from many sources.
They are skilled multi-taskers, and they parallel process. They are used to simultaneously working with different content, and interacting with others.
They are highly visual learners, preferring to process pictures, sounds, and video rather than text.
They are experiential learners who learn by discovery rather than being “told.” They like to interact with content to explore and draw their own conclusions. Simulations, games, and role playing allow them to learn by “being there,” and also to enjoy themselves and have fun.
They have short attention spans, so prefer bite-sited chunks of content (either on a PC or iPod).
They are very social, and love to share with others. They enjoy working in teams. Interaction with others is key to their learning, and they want to be part of a community, collaborating, sharing, and exchanging ideas.
They are happy to take on different roles in their learning, either as a student, or even as instructor or facilitator or supporter of others, and switch between them.
They prefer to learn “just in time,” that is, have access to relevant information they can apply immediately.
They need immediate feedback, responsiveness, and ideas from others, as they are used to instant gratification.
They are very independent learners, and are able to teach themselves with guidance; they don’t need sets of instructions like their predecessors — just like they found out how to use their iPods or Google.
They prefer to construct their own learning – assembling information and tools from different sources.
One thing is clear, that just because learning is made available online (as e-Learning) doesn’t make the traditional “talk and chalk” approach any more effective for them, and linear PowerPoint presentations and courseware simply bore them.
Furthermore, if we add into the equation the point mentioned above, that Generation Y are a much more demanding generation than previous generations, then it follows that younger learners, in particular, are going to insist that new approaches and tools are adopted in the workplace.
Three key questions arises:
1.What differences have you noticed in learners today?
2.To what extent are you implementing Web 2.0 learning approaches and technologies to meet the needs of these new learners?
3.How do you ensure that other, more traditional learners are prepared for these Web 2.0 learning approaches and technologies?
Byron Cutting, Learning Solutions Specialist with AAA, had spotted generational differences in learners when he was teaching, “Whereas traditional learners (i.e. those that grew up prior to the Internet) are used to sitting through lectures and long reading assignments, newer learners often struggle to do so (Hart, 2008). Instead they prefer to gather information from multiple sources, often simultaneously, to gain knowledge.” He noticed too, the younger learners in his classes would turn to Wikipedia or Google to look up additional information as he was lecturing. He remarked, “I discovered very quickly that not only were they gaining the deeper knowledge they sought from the Internet, but they were also picking up on the key points from my lecture – even though they didn’t seem to be paying any attention.” In his current organisation, he says, “Older workers often do their best to avoid CBT offering and not use the collaboration tools available to them. The younger workers, however, can be seen IMing, texting, surfing, and flipping back and forth through multiple browser windows.” (Hart, 2008)
Roger Pearman of Qualifying.org, Inc. said that, “While it is tempting to note generational differences, I’ve observed that the issue is more complex. I have had a sizable number of 55-year-old participants who are using blogs and iPods in our programs. As is often the case, “learners” are those who use multiple strategies to achieve a new understanding and greater effectiveness. It is just that in today’s technological environment there are more strategies than five years ago to learn new information and behaviours. I’m coming to the view the true learners are eager to use as many pathways as possible — especially if it will allow multi-tasking.” (Hart, 2008).
Use of technology
Marcel de Leeuwe (in Hart, 2008), an Educational Scientist at a multimedia publisher in the Netherlands, noticed that today’s younger learners use the technology without even realising it; whereas older, less tech-savvy workers require instructions and books to find out about it. He also felt there was also a big difference in the mindset of workers; again today’s younger learners want to create and share content themselves, but this is beyond the comprehension of most older employees.
Nicola Avery (Hart, 2008) saw a big difference in confidence levels at the University of Surrey in England, where she is an E-Learning Advisor. The students who had more experience in trying things out online were happy to get stuck in and experience the technologies, compared with the educators who were more resistant to using the technologies, and then were more likely to use them for their own research rather than for teaching purposes.
Inge de Ward (Hart, 2008) , E-Learning Coordinator for the Institute of Tropical Medicine (ITP) in Antwerp, Belgium also found the geographical differences in the use of technology and culture of the international students at the Institute. Students from Asian countries appeared much more competent with the use of mobiles and computers than some of their Western counterparts, and “In Western learning culture, most of the learning process is focused around ‘me’ while in a lot of Southern hemisphere countries (e.g., Peru) as well as in other cultural groups (first nations for example), learning is part of a community engagement.” She has also observed that African countries, which may not be so advanced in their use of technologies, are making an enormous leap into learning, as they are eager to become engaged and acquire knowledge from others.
The Future: Gen Z
For both Generation Y and Generation Z (born 1996 onwards), the members of which will start appearing in the workforce in five or so years. Generation Z or "Net Generation" is a common name for the generation of people born between the early 1990s and the early 2000s. (Posnick-Goodwin,2010, David,2008)
As the most recent generation, the earliest birth year commonly noted is 1991. (Schmidt & Hawkins, 2008). More generally, some of the oldest members of this generation were born at the end of the "Echo Boom" while the youngest of the generation were born during a baby boomlet around the time of the Global financial crisis of the late 2000s decade, ending around the year 2010, with the next unnamed generation succeeding.(Jayson, 2008).Members of Generation Z are typically the children of Generation X, their parents may also include the youngest Baby Boomers as well as older members of Generation Y. (David, 2008).
Due to media attention, a variety of terms are being used to describe Generation Z, including the Dreamer Generation, Generation I (Internet Generation or simply Net Generation), Generation @ [10] and Generation 9/11 in reference to the youth who were 10 years of age or younger at the time of the September 11 attacks.(Leonard, 2000). Within the Strauss-Howe generational theory, by Neil Howe and William Strauss, they are known as the "Homeland Generation" and are similar in type to the Silent Generation. (Howe & Strauss, 2008)
Trends
Generation Z is highly connected, many of this generation have had lifelong use of communications and media technologies such as the World Wide Web, instant messaging, text messaging, MP3 players, mobile phones and YouTube, (Riedling,2007). These earning them the nickname "digital natives".(Schmidt & Hawkins, 2008). No longer limited to the home computer, the Internet is now increasingly carried in their pockets on mobile Internet devices such as mobile phones. A marked difference between Generation Y and Generation Z, is that older members of the former remember life before the takeoff of mass technology, while the latter have been born completely within it. Some can be described as impatient and instant minded, and tending to lack the ambition of previous generations. Psychologists are claiming an "acquired Attention Deficit Disorder" since their dependency on technology is high and attention span is much lower, as opposed to previous generations who read books and other printed material, along with watching live television. They are also more consumer-oriented than the previous generation, which was focused on technology, retro, and indie culture.
Generation Z are also more individualistic. While members of Generation Y are group and team oriented, members of Generation Z are more self directed. Parents of Generation Z are working part time or are becoming stay-at-home parents so that children are raised by them and other family members instead of a day care facility, which forces children to be in groups. However, Soccer moms and helicopter parents are just as common with these members as with children of the previous generation.[19] Despite being in a day care facilities, many children have structured extracurricular activities, reducing free playtime. Parents are becoming more like advisers to this generation.
Beyond Z
It has been suggested that the next generation, born from 2010, will be called "Generation Alpha". While Generation Z is often referred to as the 21st century generation, Generation Alpha will be truly the first millennial generation because they will be the first entirely born into the 21st century (some of the youngest members of Generation Z were born at the tail end of the 20th century). (McCrindle, 2009).
Generation Alpha will largely be the children of Generation Y and older members of Generation Z, as well as the grandchildren of the younger Baby Boomers and of the older members of Generation X. (McCrindle, 2009)
References
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