Seek To Understand Part IV: Generation Y

Understanding the differences between our generations is a core building block to a successful multigenerational workplace. Each generation has unique life and socioeconomic experiences that have molded their values, beliefs, preferences, and expectations and impacted who they are as a group.

Generation Y: Born 1978-1995

Generation Y, also referred to as Millenials, has been dubbed by some as the ‘Echo Boomers’, due to the significant increase in birth rates through the 1980s and 1990s, and because many of them are children of Baby Boomers. Gen Y numbers around 80 million members. They are often more loyal to their peers than to their employer. Teamwork is important to them. They work because they want to make a contribution. When it comes to rules, they create their own. If you thought Generation X pushed the envelope of tradition, you haven’t seen anything yet! Growing up parcel to a “no-one-left-behind” generation, Gen Y is loyal, committed and wants to be included and involved.

Common Characteristics

Socially engaged

Technologically savvy

Creative

Achievement-oriented

Collaborative

Attention-seeker

Family-centric

Respectful

Multi-tasking

Generation Y grew up in a media-obsessed and technology-frenzied environment.  Their parents were optimistic Baby Boomers, who built an idealistic, empowering, and positive culture surrounding them as youths. They grew up in diversity and think of it as a natural occurrence, and their cell phones, laptops, and iPods are an extension of their being.  Classified as a “hero” type generation, Gen Y’ers are heavily dependent on team work, but as adults will emerge as compelling, resolute leaders. Often chided as narcissistic or self-entitled, Generation Y is civic- and socially- minded and many volunteer where they see a need and where they feel they can make a worthy contribution. Generation Y, never really “rebelled” against their parents, unlike previous generations, often enjoying the same movies and music, and holding their parents up as their very real and highly respected heroes.

Notable Generation Y Members

Chelsea Clinton

Britney Spears

LeBron James

Lindsey Lohan

Macaulay Culkin

Prince William

Christina Aguilera

Elijah Wood

We don’t have much historical evidence on Generation Y in the workplace, as their presence is only now burgeoning on the scene. Having grown up in an environment of multi-tasking, Gen Y doesn’t think twice about holding down multiple jobs at once, even in diverse fields.  Generation Y have been referred to as “Trophy Kids”, reflecting the trend in team sports during their youth where participation was rewarded in lieu of actual achievement. “Everyone is a winner!” This is not, however, the current corporate mentality. Studies predict Gen Y will switch jobs frequently and expect benefits immediately from new employers that historically are tenure-based. This generation prefers to communicate through email and text messaging rather than face-to-face which has weakened their interpersonal skill set to an extent.

Gen Y, unlike earlier generations entering the workforce, is being met with three older generations of workers as well, creating quite a conundrum for managers. In the coming years, however, the majority of the workforce will be comprised of Generation Y – we can only imagine what they will ultimately expect and come to command as part of such an influential conglomerate.

Seek To Understand Part III: Generation X

Understanding the differences between our generations is a core building block to a successful multigenerational workplace. Each generation has unique life and socioeconomic experiences that have molded their values, beliefs, preferences, and expectations and impacted who they are as a group.

Generation X: Born 1965-1977

Sometimes referred to as the MTV Generation, Generation X (or Gen X) was born after the baby boom ended. Often the children of two working parents, they spent much time alone at home and were forced to grow up quickly. Rather than follow the rules or challenge the rules, they like to change the rules entirely. They enjoy a life outside of work. It is widely accepted that Generation X was so named because they felt alienated by or disengaged with their cultural surroundings and thus were a “lost” generation. They did not know where they belonged, but they knew they were not their parents!

Common Characteristics

Skeptical

Direct

Self-reliant

Impatient

Value work-life balance

Goal-oriented

Hardworking

Recognition-seeker

Instant gratification

Generation X consist of approximately 51 million people, marginally greater than half the size of the Baby Boomer generation that preceded them. This generation was first to experience the personal computer, cable TV and VCR as part of their youth culture.  As a result, Gen Xers are technologically savvy but they were exposed to things like violence, AIDS, and drug abuse at an impressionable age. Generation watched their parents question their government, military, and corporate America, while they watched their own families disintegrate as their parents focused all their energy on their jobs. But Generation X is self-sufficient; a latchkey child whose parents were pursuing personal ambitions while it was forging its own unguided path into adulthood.

Notable Generation X Members

Lance Armstrong

Nicholas Cage

Charlie Sheen

JK Rowling

Michael Jordan

Angelina Jolie

Eminem

Halle Berry

In the workplace Gen Xers aren’t married to any job or employer, focusing on their individual skill sets to maintain a level of attraction to any potential employer who might show interest.  Generation X wants balance and flexibility in the workplace – they have children and a life to live and work is only a necessary means to that end. Growing up, they watched while their workaholic parents sunk their hearts and souls into a corporation and position they believed in and trusted, only to lose it all. As a result, Gen X will change jobs to get ahead if that’s what it takes. They’re as much chameleons in a work environment as they are in their personal lives, adapting extremely well to change. Generation X is ambitious!

Yes, they desire challenges and new responsibilities to keep things exciting, but they expect to accomplish tasks on their own terms without being micro-managed.

Seek To Understand Part II: The Baby Boomer Generation

Understanding the differences between our generations is a core building block to a successful multigenerational workplace. Each generation has unique life and socioeconomic experiences that have molded their values, beliefs, preferences, and expectations and impacted who they are as a group.

Baby Boomers: Born 1946-1964

This generation was born during the post-World War II baby boom and numbers about 78 million strong. While their parents unwaveringly adhered to rules, Baby Boomers are not afraid to challenge rules when necessary. Work is their life, however, and they are willing to keep the same job for many years.

Common Characteristics

Optimistic

Systems-oriented

Independent

Work-centric

Question Authority

Competitive

Socially Conscious

Idealistic

Resourceful

The Baby Boomer generation has had a tremendous impact on our social, cultural and economic scene. They are right now the largest economic group in the US. Baby Boomers are very well educated and quite affluent as a group. Not surprisingly, they are the generation who is reading our newspapers, keeping up with current affairs socially, politically, and economically, but believe it or not are also the generation who is watching more TV than any other. Boomers have money and they like to spend it!

Although the Baby Boomer generation name was derived from the overwhelming number of births during the timeframe attributed to their generation, they also grew up when the US economy was ‘booming’ right along with them and their collective voice ‘boomed’ as they rallied in support of social change and the human rights movement. This generation grew up wealthier and had an abundance of opportunities. They lived in a world distanced from financial worry. Growing up in an era of reform, Boomers tend to believe they can “change the world”, and they often try.

Notable Baby Boomer Generation Members

Ronald Reagan

David Letterman

Madonna

Tom Hanks

Arnold Schwarzenegger

Bill Gates

Bill Clinton

Bruce Springsteen

In the workplace Baby Boomers desire to have a worthwhile career and are defined by their job. They are many times said to “live to work” in contrast to the generation who followed them (Gen X) who is said to “work to live”. They use their resourcefulness and individualistic natures to pull ahead of the pack and strive for the “win”. They believe in a system of hierarchy at the office, and they don’t adapt well to current trends like the flexibility of working from home. This often leads to discord between Boomers and younger generations in the same office. Boomers are at the point now where they are done with the corporate “ladder climbing” and are happily running many of your companies. Most are set to retire soon. However, a number of the Baby Boomer generation are business owners, their personal identities tied so closely to their life’s work, that they may in fact never truly retire.

Seek To Understand Part I: The Traditionalist Generation

Understanding the differences between our generations is a core building block to a successful multigenerational workplace. Each generation has unique life and socioeconomic experiences that have molded their values, beliefs, preferences, and expectations and impacted who they are as a group.

Traditionalists: Born before 1946

Generally recognized as the children of the Great Depression, Traditionalists have great respect for authority, they strictly abide by the rules, and they want to be respected for their historical knowledge of their chosen industry. They are civic-duty minded and committed to hard work; over 50% of the men in this generation served in the military. This generation was comprise of about 50 million members, fewer in number than their predecessor and the aptly named successive generation of Baby Boomers.

Common Characteristics

Loyal

Respect Authority

Dedicated

Obedient

Take Direction

Leadership

Rule-follower

Respect Seniority

Team Player

The Traditionalist generation has also been labeled the “Silent Generation”. This generation was obedient; they grew up in with the ideology that children should be seen but not heard. They did not question authority, as it was a seen as a sign of disrespect. However, this label is seen as a misnomer by many, as the Traditionalist generation brought us leaders in civil and women’s rights, and many artists and writers who have changed the face of the arts.  Many great inventions and innovation came about, as this generation took advantage of more higher education available to them than the prior generation.

Notable Traditionalist Generation Members

Marilyn Monroe

Martin Luther King Jr.

Elvis Presley

John Lennon

Gloria Steinem

Clint Eastwood

Robert F Kennedy

Quincy Jones

In the workplace Traditionalists often built a lifetime career with one employer. They wanted to make their mark, build a lasting contribution, feel like what they accomplished had a lasting impact. As technology became prevalent over the years, it was this generation who took it the hardest – being less adept at technology, it was difficult for them to change their work habits. That being said, teamwork was a strong point for the Traditionalist, and they did not promote conflict in the workplace. Over 90% of Traditionalists are retired today.

The Evolution of the Customer: The 1980s

Certainly, the future never arrives as planned but the wild innovations in our industry and changes in our world over the past 30 years have kept things very interesting. Let us take a ride in a time machine to explore the past!

The 1980s: The “Me” Decade

Housing a generation of status seekers, the 1980s was definitely a decade that embodied the ‘greed is good’ ideology. The ‘yuppie’ (Young Urban Professional) culture emerged. They were selfish and very materialistic. Corporate power was becoming more prevalent, and these up-and-comers wanted their piece of the action!

Technology

Technology had come a long way by the 1980s. Computers were becoming more common household items and not just business machines; they even started making an appearance in schools. In 1981, we launched the first space shuttle, Columbia. The cell phone came into being in the late 80s in big, bulky bags, and they were mostly relegated to business use.

Music

MTV revolutionized the world of music in the 80s. We saw the birth of the compact disc (CD). Pop, punk, new wave, rap, and hip-hop emerged or grew, in some cases exponentially, at various points. In 1985, Bruce Springsteen released his Born in the USA album. People were slam dancing and break dancing across floors everywhere. Milli Vanilli lip-synced their way to their 15 seconds of fame, and Michael Jackson’s Thriller became the best selling album of all time.

Fashion & Style

Teens were seen wearing tank tops, leg warmers, and tight fitting or torn jeans – thank you Flashdance! We loved everything big, bold, and brightly colored. Madonna’s leather and fishnet were as popular as Michael Jackson’s white glove and Donna Karan and Anne Klein designer attire.

Tennis shoes and shoulder pads – oh my!

Teased hair, two-toned eye shadow and glossy lipstick were the “it” look for women. Men pulled off a new business look with paisley or red power ties worn with fashionable suspenders or a silk vest.  And, yes, the 1980s saw the return of big hair – gels, waxes and mousses abounded – and people weren’t afraid to experiment. The net effect was a myriad of outrageous styles that were all about the VOLUME! There were headbands, ponytails, mohawks and crimping… and even the now-laughable mullet.

Film & Television

In the early 80s VCRs became a common household item. Popular movies included E.T. The Extra Terrestrial, Tootsie, Cocoon, Back to the Future, Fatal Attraction, and Driving Miss Daisy. Cable TV was invented, and the 80s quickly became known as the decade of the sitcom: The Cosby Show, Cheers, Roseanne, America’s Funniest Home Videos, Golden Girls, and The Wonder Years were favorites. Dallas, an evening serial drama, was one of the top television shows during the era.

Who shot J.R.?

Lifestyle

Consumers began their love affair with credit cards in the 80s; we borrowed and spent instead of saving for a rainy day. Aerobics, minivans, camcorders, and talk shows became a part of our lives! Popular phrases were:

If you’ve got it, flaunt it!  Shop ‘til you drop! and You can have it all!

The decade began with double-digit inflation, hospital costs rose, and we learned about and lost many to AIDS.  BUT, in the US we also saw the Constitution celebrate its 200th birthday, Gone with the Wind turn 50, and we gave $115,000,000,000 to charity in a single year (1989).

Apartment Industry

In 1980, apartments were a box with four walls and a small kitchen. A community laundry room was considered a great amenity. Communication between management and residents was verbal and most likely face to face. The apartment seeker of the 80s did not have a long list of requirements and amenities; even with many things becoming more sophisticated, for prospects it was simply, “Do you have a one bedroom on the second floor?” By the end of the 80s era, the Baby Boomer generation was moving out of the ‘singles and couples’ phase and into the parenting phase, while the smaller Generation X group was moving away from home for the first time.

Customer Service

In the 1980s we saw the development of database marketing, the precursor to CRM (Customer Relationship Management). Although helpful, information on existing databases tended to be unorganized, as well as hard to track, update and retrieve. But as our use of computer technology and email communication was on the rise, so was the incidence of computer-generated SPAM. No longer was it the simply the annoying call during dinner time, or stacks of junk clogging up our mail box, we began having to sift through undesired marketing materials in our email as well.

Highlights of the 1980s

• The US Hockey team defeated the Soviet Union in the Winter Olympics upset dubbed the “Miracle on Ice”
• Our country declared a “War on Drugs”
• Sandra Day O’Connor became the first woman appointed as a Supreme Court Justice
• The Vietnam Veterans Memorial was erected

And, as we came to the end of an era,

• US President Reagan demanded: “Mr. Gorbachev, tear down this wall!”

At the turn of the decade, many were happy to leave the 80s for the promise of a new way of life and ever-changing culture in the 1990s, but many truly thought (and some still believe):

The 80s were TOTALLY AWESOME!

Four Generations at Work

Why don’t you all f-fade away (Talkin’ ’bout my generation)
And don’t try to dig what we all s-s-say (Talkin’ ’bout my generation)
I’m not trying to cause a big s-s-sensation (Talkin’ ’bout my generation)
I’m just talkin’ ’bout my g-g-g-generation (Talkin’ ’bout my generation)

[from ‘My Generation’, written by Pete Townshend of The Who]

These lyrics were written about a generation in 1965 that was trying to find their place in society. Forty-six years later, we find four generations trying to fit into one workplace.

It’s complicated.

Generational diversity brings an array of experiences and perspectives to the office; different backgrounds have an impact on the way generations respond to leadership and work with one another. To be successful in business today, it is essential to understand that.

There is A LOT to learn about each generation. First, let’s identify them.

 

WHO ARE THEY?

In today’s office, you will find Traditionalists, Baby Boomers, Generation X, and Generation Y.

Combining four different mindsets into one workplace can be difficult. (It certainly makes the “water cooler conversations” more interesting!) However, despite the gaping differences, there is a common element—they all want to learn, cooperate, and help others. What motivates them to accomplish these goals is what you need to know.

 

HOW ARE THEY DIFFERENT?

1.       Traditionalists are approximately 63-86 years old. They are strict rule followers and have a great respect for authority. They want to be respected for their historical knowledge of their chosen industry. They believe that if you “pay your dues” you will climb the corporate ladder. They prefer long-term tenure and commitment.

2.       Baby Boomers are approximately 42-62 years old. While their parents tend to follow rules, they are not afraid to challenge rules when necessary. They live to work. They will fight their way up the corporate ladder and straight into the big corner office. They are committed, hard-working, and career focused–which has caused them to be tagged as workaholics. They are willing to stay in the same job for a long time.

3.       Generation X is approximately 28-41 years old. They were forced to grow up quickly because they were often left home alone while both parents were working. Rather than follow the rules or challenge the rules, they like to change the rules entirely. They do not intend to be a “lifer” on the job. They are career focused but strive for a good work-life balance. They enjoy autonomy. A flexible workplace is a must and they value constructive feedback from their leaders. They are tech-savvy and open to change.

4.       Generation Y is approximately 27 years old and younger. They are like Gen X on speed! When it comes to rules, they want to create their own. Often more loyal to their peers than to the company, they work to “contribute”. They would rather communicate through email, Instant Messaging (IM), blogs, and text messages than on the phone or face-to-face.

 

GEN Y ON THE RISE

The traditionalists have been at work the longest. The reign of the Baby Boomers is just now dwindling. Generation X has long since earned their reputation, and Generation Y is beginning to enter the scene. Before long, Generation Y will begin to dominate the workforce. By the year 2020, Gen Y is predicted to occupy almost half of the working population. Let’s talk about them a little bit more.

Dr. Jordan Kaplan, an Associate Managerial Science Professor at Long Island University-Brooklyn in New York, was spot on when he said, “Generation Y is much less likely to respond to the traditional command-and-control type of management still popular in much of today’s workforce. They’ve grown up questioning their parents, and now they’re questioning their employers. They don’t know how to shut up, which is great, but that’s aggravating to the 50-year-old manager who says, ‘Do it and do it now.’ “

 

MORE ON GEN Y

• Gen Y is always connected. Consequently, the boundaries between work and private lives are a blur. They are very good at adding and blending connections. Privacy is not an issue for them.
• They want to work for a company that offers a dynamic culture and allows them to blend their work, personal, and social life together. They need flexibility.
• Having grown up with constant feedback from parents, teachers, and coaches, the “annual review” process does not appeal to them. They expect ongoing feedback, and they will certainly return the favor.
• A career path that offers variety attracts them. Provide them with a diversity of experiences and they will stay. If not, they will leave.
• Teamwork is important to them. They like to collaborate and they love being around people. They want to work, but they do not want work to be their life.
• Working with friends is important. There is little separation between family, friends and work.

 

We’ve just covered a lot of information! To sum it all up, here are 4 easy points you can remember. Scribble them on your notepad, recite them into your hand recorder, copy and paste them into an email, or put them in your iPhone—whichever you prefer.J

1.       Traditionalists want respect

2.       Baby Boomers want success

3.       Generation X wants autonomy

4.       Generation Y wants validation

 

LOOKING AHEAD

Examining the four generations of today’s work population, we find many differences. However, we will be wise to remember the lessons we learned yesterday and strive to understand the generation of today – Generation Y. Then, we will be ready to face a successful tomorrow!