3. DEMOGRAPHICS
• Second Largest Generation in United
States.
• Born 1982 – Present.
• The most diverse of any generation.
• Arrived on college campuses in the
Fall of 2000.

5. DISCRIMINATING CONSUMERS
• Because they have grown up using technology, they are as media-savvy
as the marketers who are trying to target them. They are desensitized
to media.
• ―Tech-savvy youths absorb, process, and reject information faster than
older generations‖ (Milwood 2007).
• They scrutinize messages and immediately reject those that do not fit
into their lifestyle. They see through hype.
• ―This generation would prefer to hear a testimonial from someone they
know rather than hearing a message from a company that is trying to
make money‖ (Milwood 2007).

6. IMPLICATIONS
• Millennials respond best to clarity, personal
testimony, and honesty. Do not try to ―sell‖ what a
college offers, instead, show them how these
attributes will benefit them.
• Utilize student-to-student groups to display personal
testimonies and experiences. (ambassadors,
mentorships, organizations).
• Also, because millennials are ―special‖ make the
message personal. How does this
college/class/major/club specifically benefit them?

7. VALUES VOLUNTEERING
• ―Millennials are trying to make a difference in the world and expect
others to do the same. This rationale extends to their peers, parents,
neighbors, communities, and to companies‖ (Millennial Cause Study
2006).
• ―Just as the Great Depression and WWII shaped their grandparents
generation, millennials view the world through the lens of 9/11, wars in
Iraq and Afghanistan, and the economic meltdown. The events you
grow up with have a lot to do with what a generation focuses on. This
generation grew up at a time when there was a need to pull together‖
(Sayre 2009).

8. VALUES VOLUNTEERING
The numbers…
• ―…67% of students said helping others who are in difficult
situations is an essential or very important objective‖
(Macsai 2008).
• ―35.2% of undergrads think it’s important to become leaders,
and 42.5% believe it’s important to influence social values‖
(Macsai 2008).
• ―63% of millennials feel personally responsible for making a
difference in the world‖ (Macsai 2008).

9. IMPLICATIONS
Promote already existing volunteer opportunities, and encourage students
to be creative and seek or create new avenues.
Provide increased opportunities for service learning around the college
community and within the classroom.
Highlight positive social or environmental impacts the college is making in
the local communities.
Encourage the exploration of nontraditional post-graduation plans such as
Teach for America and the Peace Corps.
―Community service is part of their DNA. It’s part of this generation to care
about something larger than themselves‖ (Sayre 2009).

10. HARD WORKERS
• Millennials are a generation raised with heavy participation in
extracurricular activities (sports, music lessons, arts). They have
always been expected to work hard, make good grades, succeed, move
on to the next level of education.
• ―This generation is focused on achievement. They are used to filling
every hour of the day with scheduled activities. They’ve been pushed to
succeed‖ (Gleason 2008).
• Because of their technological abilities and childhood filled with many
different activities, they are extremely proficient in multi-tasking and
dislike any delays or downtime.
• They are goal-oriented, ―doing rather than knowing‖ (Jonas-Dwyer
2004) and thrive in structured environments.

11. IMPLICATIONS
• ―Millennials are looking for growth, development
and a career path. Provide opportunities that
challenge students and allow for trying new
things‖ (herdsa).
• Helping them set and achieve educational and
career goals is essential.
• ―Include opportunities for experiential and
authentic learning‖ (herdsa).
• Because they thrive in structure and schedules,
provide clearly defined expectations and
directions.

12. TECHNOLOGY
Increased comfort and proficiency with technology
 Smart phones
 Computers, iPads, etc…
 Mp3 players
 Online social networks like Facebook and Twitter
Advanced technology has led to expectation of high speeds and instant
gratification in other areas of life.

13. Millennial Outpace Older Americans in Technology Use
Millennial Gen X Boomer Silent
(18-29) (30-45) (46-64) (65+)
Internet behaviors % % % %
Created social networking profile 75 50 30 6
Wireless internet away from home 62 48 35 11
Posted video of themselves online 20 6 2 1
Use Twitter 14 10 6 1
Cell phones and texting
Use cell to text 88 77 51 9
Texted in past 24 hours 80 63 35 4
Texted while driving 64 46 21 1
Have a cell phone/no landline 41 24 13 5
Median # texts in past 24 hours 20 12 5 --
Note: Median number of texts based on those who texted in past 24 hour
According to the Pew Research Center (February 2010)

14. IMPLICATIONS
• Implement technology
into services and
academics as much as
possible.
• Smart phone apps.
• Smart classrooms
wherever possible
• Online courses and  Campus tours
degrees  Bus routes
 Class schedules
 Etc…

15. DEMAND SERVICES/HIGH EXPECTATIONS
• Students are more ambitious, but less inclined to study or do homework—may
lead to frustration when expectations aren’t met.
• Expect instant gratification. Any delays in responses creates perception that
they are not valued.
• Have detailed plans for future—looking for school to help them meet those
plans.
• If you do not meet their expectations, whether in school, work, or organization,
they will happily leave.

16. IMPLICATIONS
• When recruiting—highlight all array of services and
resources offered.
• Must work not only to recruit students, but to retain them!
• Expect demands with little recognition
 Career services

17. WORKING IN GROUPS/TEAMS
• More team-oriented than past generations
• Increasingly interconnected
―The attraction of group work includes the
opportunity not only to demonstrate their
cooperativeness but also to reduce the risk of
individual failure‖ (Lowery, 2004).

18. IMPLICATIONS
• Offer opportunities to work in groups.
 Organizations
 Sports
 Group projects in classes
 Community service/civic engagement
• Be aware of ―groupthink‖.
• Seek and help students who have not found
their place in community or campus.

19. DESIRE FOR STRUCTURE & MENTOR
• Want to have prototypes, samples, and examples provided
• Need direction and guidance
• In need of everyday heroes and role models

20. LIFESTYLE
• Tattoos
• Body Piercings
• Going Green
• Exercise and
Leisure

21. LIFESTYLE
Tattoos
Silent
77%
(65+)
Boomer
42%
(46-64)
Gen X Series1
48%
(30-45)
Millennial
56%
(18-29)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

22. LIFESTYL
E
Body
Piercing Silent
s (65+)
Boomer
(46-64)
Gen X
(30-45)
Millennial
(18-29)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

23. LIFESTYLE
Going Green 90%
80%
70%
60%
50%
40% Recycle From Home
30% Buy Green Products
20%
10%
0%
Millennial Gen X Boomer Silent
(18-29) (30-45) (46-64) (65+)

24. LIFESTYLE
Exercise and Leisure 39%
56% Millennial
19-29
Gen X
30-45
Boomer
46-64
42% Silent
65+
48%

25. “HELICOPTER PARENTS”
• Parents are more and more involved.
―…always hovering, ultra-
protective, unwilling to let go…‖ (Howe
& Strauss, 2003).
• Stronger bond with parents than past
generations.
• Parents are role
models, loving, involved.
• Decisions are made together:
• “co-purchasing”.

26. HELICOPTER PARENTS

27. HOW THIS AFFECTS HIGHER ED.
• Involved in choosing college.
• Seen as financial provider and stakeholder.
• Increased parent-initiated contact with university
from admission through graduation.
• Parents often go straight to ―the top‖ with even the
smallest complaints
• I.e: contacting University President about roommate
conflict

28. HOW DO WE RESPOND?
• Include parents in recruitment efforts
• Involve parents as part of the college experience
• Develop resources specifically for parents about
institutional policies and procedures.
• Educate parents on proper protocol for reporting
problems.
• Educate parents on limitations of what information
can be shared.
• FERPA

29. WORKS CITED
Wilson, L. (2005). Teaching millennial students. Informally published
manuscript, School of Education, University of Wisconsin Stevens Point
, Stevens Point, Wisconsin. Retrieved from
http://www.uwsp.edu/education/facets/links_resources/Millennial%20Sp
ecifics.pdf
Pew Research Center, . (2010). Millennials confident. connected. open to
change. America’s next generation: the Millennials., Retrieved from
http://pewsocialtrends.org/files/2010/10/millennials-confident-
connected-open-to-change.pdf
Howe, N. (2003). Millennials go to college [American Association of
Collegiate Registrars and Admissions Office]. (PDF), Retrieved from
http://eubie.com/millennials.pdf

30. Gleason, P. (n.d.). Meeting the Needs of Millennial Students, In Touch
Newsletter, Volume 16, Number 1, Student Services, CSULB. California
State University, Long Beach. Retrieved April 20, 2011, from
http://www.csulb.edu/divisions/students2/intouch/archives/2007-
08/vol16_no1/01.htm
Gordon, J. (2007, February 15). Millennials on a Mission. Businessweek -
Business News, Stock Market & Financial Advice. Retrieved April
20, 2011, from
http://www.businessweek.com/bschools/content/feb2007/bs20070215_3
71042_page_2.htm

31. Jonas-Dwyer, D., & Pospisil, R. (n.d.). The Millennial Effect: Implications for
Academic Development. University of Western Australia. Retrieved April
20, 2011, from www.herdsa.org.au/newsite/wp/wp-
content/uploads/conference/2004/PDF/P050-jt.pdf
Macsai, D. (2008, August 22). Marketing to Millennials - BusinessWeek.
Businessweek - Business News, Stock Market & Financial Advice.
Retrieved April 20, 2011, from
http://www.businessweek.com/smallbiz/content/aug2008/sb20080822_5
37869.htm
Millennial Cause Study. (n.d.). Cone Inc.. Retrieved April 20, 2011, from
www.solsustainability.org/documents/toolkit/2006%20Cone%20Millenni
al%20Cause%20Study.pdf

32. Milwood, A. (2007, January 29). The NRN 50. Natural Restaurant News.
Retrieved April 20, 2011, from
archives.lf.com/version2/assets/nonindexed/NRN/2007/pdf/849653.pdf
Sayre, K. (2009, April 19). 'Civic generation' rolls up sleeves in record
numbers - USATODAY.com.
News, Travel, Weather, Entertainment, Sports, Technology, U.S. & World
- USATODAY.com. Retrieved April 20, 2011, from
http://www.usatoday.com/news/sharing/2009-04-13-millenial_N.htm
Dyk, D. V. (2008, February 21). Who's Holding the Handbag? - The Global
Millennial Generation - TIME. Breaking
News, Analysis, Politics, Blogs, News Photos, Video, Tech Reviews -
TIME.com. Retrieved April 20, 2011, from
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