2. Source: Pew Internet & American Life Project
and Next America, 2014
Younger teens (12-14)
Older teens (15-17)
Generation Y (18-28)
Generation X (29-40)
Trailing Boomers (41-50)
Leading Boomers (51-59)
Matures (60-69)
Were known as
Generation Next
(aged 16-25)
Who are the Millennials?
Are currently
18 to 34
(Born after 1981)
3. What do they want from us?
Not just about
communication styles
Or simply media
preferences
But about values and
general “world view”
Our ability to connect
with them
4. Millennials are. . .
Digital Natives
They don’t remember a time before computers
Achievement Oriented cheered on by helicopter
parents
Value-driven
They grew up in an era of renewed faith in the family unit
and have led highly scheduled, prioritized lives
They value social responsibility, diversity, and the
environment,
Eager for feedback and impatient to make an
impact
On their new organizations and on society at large, half
declare themselves to be political independents.
-Neal Howe, Generations
5. Millennials. . .
Live by the motto “have it your way”—in food,
music, education
See relationships as social networking
Challenge the boundaries of institutions and
corporate behavior
Value social consciousness
6. Don’t blame them; blame their
Helicopter Parents
The rise of cell phones makes it easy to stay connected
More connected via text and phone than ever before
Chronicle of Higher Education survey found that current students
in 2012 called their parents 12 times a week, whereas baby
boomers tended to call home just once a week.
Hiring consultants to fine-tune college applications
Calling professors to complain about grades
Some officials are calling the more-aggressive ones "lawn-
mower parents," in reference to their attempt to run over
administrators by challenging their authority
Calling employers to negotiate salary and benefits, and
some are even showing up at job fairs
Calling bosses to complain about treatment at work
7. Shaped by technology
Facebook (average 250 “friends”)
Emerging tools like Instagram, SnapChat,
redefine “social”
Have it their way with YouTube, iTunes,
Pandora
Text Message rather than phone
Multitasking is the norm
10. Boomerang kids. . .
By age 30, a smaller percentage have
Finished school
Left home
Gotten married
Had a child
Reached financial independence
15. Millennial buying habits are different.
For example, when it comes to cars. . .
Why is that?
Cost of cars
Cost of gas
Affinity with healthy lifestyle
Preference for urban living
Concern for the environment
18. Crowd-sourced transportation and
physical fitness converge
Motivate, American firm
focused on designing,
owning and operating
large scale bike sharing
Capital Bikeshare in Washington DC and
Arlington VA
Divvy in Chicago
Hubway in Boston
Pronto! Cycle Share in Seattle WA
CoGo in Columbus OH
Bay Area Bike Share in Bay Area CA
Bike Chattanooga in Chattanooga, TN.
19. Bottom Line: they love you, don’t
want to be you. . .
Have observed what their parents have
done and don’t want that
Don’t trust the establishment—or almost
anyone or anything
Think they are the first generation to “get it”
Feel entitled to “have it your way”
20. How do they view banking?
Quick 10 questions
Distributed via friends
and family via Facebook
Using Survey Monkey
21. 1. Where is your primary residence?
CA
DC
GA
IL (3)
IN (23)
KY
MN
NC
UT
NY (3)
OH
OR
TN
39 Total
13 States
28. 8. How did the factors below
influence the bank you chose?
29. 9. Do you look to your primary bank
for any of the following? Check all
30. 10. Have you changed where you do
your primary banking in the last
12 months?
32 No
2 Yes
Moved
Merged bank account with fiancé, new bank
had more atm locations in the city.
31. Enter, Apple Pay
Self service
Convenient
Tech enabled
Higher trust
Aligned with
their affiliations
32. As of January 2015
Aeropostale
American Eagle Outfitters
Apple
Babies ‘R’ Us
Bi-Lo
BJ’s Wholesale Club
Bloomingdale’s
Champs Sports
Chevron and Texaco
The Disney Store
Duane Reade
ExtraMile
Foot Locker
Foot action
Harveys Supermarket
McDonald’s
Meijer
Nike
Office Depot
Panera Bread
Petco and Unleashed
by Petco
RadioShack
Sephora
Shaws
Six:02
Sports Authority
Staples
Star Market
Subway
Toys ‘R’ Us
United Supermarkets
Unleashed
Walgreens
Wegmans
Whole Foods Market
Winn-Dixie
Coming soon: Acme,
Albertsons,
Anthropologie, Free
People, Urban
Outfitters, and Walt
Disney World.
33. What services does your financial
institution offer for these life events?
Red: Going off to college
Green: Moving out / getting your first place
Yellow: Getting Married
Blue: Buying your first home
34. A shift in career priorities
Of the 37,000-plus undergraduates surveyed
by Universum in 2012
No. 1 career goal was to "balance personal and
professional life“
"Security and stability" came in second
35. What matters to them in
employment?
Universum 2014 U.S. Student Survey
36. May be a slow change in employers they
admire as the economy recovers. . .
38. YouTube is an extremely team-oriented, creative work
place. Every single employee has a voice in the choices we
make and the features we implement. Besides all the
traditional benefits (competitive salary, full medical/dental,
stock options) you'll have the opportunity to directly
influence a revolutionary service used by millions of people
every day. Oh, and you'll get free snacks and your very own
YouTube t-shirt.
From the employment section of their website:
39. Giving Back
Driven by a desire to get into a good
college or by pure altruism
63% of Millennials feel personally
responsible for making a difference in the
world
40.
41. Can we all just get along in the
workplace?
Intergenerational tension
For the first time in U.S. history, four
generations co-exist in the workforce
Older workers staying longer
Healthy and vibrant
Not ready to retire financially
Millennials impatient and don’t
differentiate between technical skill and
problem solving wisdom
42. What can you can do tomorrow
based on what we have covered?
Notas del editor
Millennials: Born after 1981They’re less religiously affiliated, and they’ve been slow to marry and have children.“Digital natives” who grew up with cellphones and social networking. Highly educated, but because of the economy, struggling financially.On politics, half identify as independents, more than any generation.
Demographers differ on just what ages they include in this next generation. Some include those born since 1980; others start with 1982 and go to about 2000. Most researchers have focused on the "first-wave" millennial — those roughly ages 16 to 25. Although there's no one set of traits that everyone shares, research has suggested some commonalities in areas ranging from home life and education to workplace behavior and leisure-time interests
A study of more than 260,000 college freshmen released this year by UCLA's Higher Education Research Institute found that 66.3% of freshmen surveyed last fall said it is "essential or very important" to help others, the highest percentage to say so in 25 years.
The term "helicopter parents" is a pejorative expression for parents that has been widely used in the media; however, there has been little academic research into the phenomenon. Although the term seems to have originated and been in use among schoolteachers as far back as 1991, it only gained wide currency when American college administrators began using it in the early 2000s as the millennial generation began reaching college age. Their late-wave baby-boomer parents in turn earned notoriety for practices such as calling their children each morning to wake them up for class and complaining to their professors about grades the children had received. Some of these parents had, in fact, chosen the child's college, and hired consultants to help fine-tune the application process.
calling employers to negotiate salary and benefits, and some are even showing up at job fairs
YouTube is a popular video sharing website—a video Napster where users can upload, view, and share video clips. Videos can be rated, and the average rating and the number of times a video has been watched are both published. YouTube was created in mid February 2005 by three former employees of PayPal