The Impact of “Generation Y”
A study that is on the rise is the study of the internet generation, and how the way they have been raised and the technology with which they have grown up has affected the generation as a whole. This technologically savvy generation is distinctly different from generations prior to it. The members of this generation are starting to come of age, entering the world of college, the workforce, and being able to vote. They are more politically active than other generations before them. People are beginning to wonder how this generation will affect the world, and because of this they have become a hot topic of discussion, debate, and research.
Several names are given to this generation, but all have the same basic definition. Whether they are called “First Digitals,” “Echo Boomers,” “Generation Y,” or “Millennials”, this generation is on the rise and will soon become the dominant generation. They are the children of the “baby boomers” or “generation x”, which are common names given to the generation born in the immediate years following World War Two. For the most part this generation is opposite of their parents’ generation in terms of politics, values, and ambitions. Considered to some as “generation x on steroids” (Oberlin.edu), Generation Y is an ambitious generation full of self confidence. Generation Y sees life as full of opportunities for them, and finds no reason that they should not succeed in every goal they aim for.
Generation Y consists of individuals born between 1981 and 1997. There are between 80 and 95 million people in this generation, and those people are beginning to come of age. They are graduating high school, going to college, and entering the workforce all at one time. As Generation X ages, Generation Y will become the dominant generation in America, ruling politics, economics, and the workforce. Statistically by the year 2010, “Millennials will outnumber both Baby Boomers and Gen-Xers and will be the most significant consumer sector for the media & entertainment industries” (millenialsconference). Generation Y, or “millenials”, already spend $170 billion a year on consumer goods, and the majority of the generation is not yet 30 years old. Because of this, those in the marketing business are trying to come up with new tactics to reach this generation. Generation Y expects more, so the typical 30 second commercials that have attracted consumers in the past are no longer going to cut it. This age group spends a lot of time on the internet, and tends to be more drawn to a product that they see on a celebrity than to one they see on television. Also, being a generation of ambition, these young men and women like to find products on their own as if on accident then to have advertisement shoved down their throats. However, despite the money spent on consumer goods, this generation does not look as though it will follow in the footsteps of Generation X, with high debt and little savings. In a survey conducted by the Diversified Investment Advisors of Purchase in New York, it was reported that “37 percent of Generation Y members expect to start saving for retirement before they reach 25, with 49 percent who say retirement benefits are very important when accepting a position” (Oberlin.edu). This is promising, especially because Generation Y is proving to be more politically involved than youth of the past.
The young adults of Generation Y are concerned with worsening economic conditions in the United States. They are aware that the worsening economy may lower their job prospects, and the job field will become more competitive with so many people going to college and earning a higher education. They are also concerned with health care and retirement benefits, and feel major changes need to be made to the health care system, and “The American Progress study found that Millennials are more likely to support universal health coverage than any other age group over the past 30 years” (New York Times). Generation Y will be responsible to pay for the debt of their parents. Millenials, or Generation Y, also tend to lean politically to the left, while Generation X has a tendency to support conservative, right-wing policies. This difference promises a lot of political change in the years to come, as more of this generation reaches the voting age.
The social experiences of Generation Y are very different then every before in American History. There is an increased security in schools with situations such as the shooting at Columbine High School. At many schools children are required to wear or carry I.D tags at all times. Children are increasingly spending more time at school with after school programs and sports teams, so school has a more important role in everyday life than ever before. Even simple things like cafeteria food are changing. With obesity being such a problem in America, schools and parents are monitoring what children eat from a young age. This used to be something that was taken care of at home, but healthy eating is not as high of a concern in the home as it used to be. The increased time spent in schools and afterschool programs have made members of Generation Y more racially and culturally accepting than generations of the past. Many young people are joining Gay Rights and other equality groups in support of their peers. Things that were once shunned and hushed up are now being talked about openly due to the acceptance this generation has.
One important thing that Generation Y has grown up with that no generation before has ever experienced is regular, on demand internet access. The internet provides endless sources of information instantly. The importance of the internet and the new emergence of it in the world and its impact on Generation Y is demonstrated, although maybe slightly over-exaggerated, in Coupland’s Microserfs. The main characters in the story are members of Generation Y who are having their entire lives affected by the internet. With the internet came the downloading of music, e-mail, instant messaging, and the emergence of social networking websites. Almost every member of this group has a cell phone, an IPod, and has played a video game. These things have helped this generation to become excellent multi-taskers, able to do several things at once without thinking twice. These things reach outside of the United States, and stretch to a world-wide community.
Overall, Generation Y was raised differently then their parents, Generation X. People of this generation are very ambitious and have sufficient goals for the future. In some ways, Generation Y actually parallels the generation of their grandparents. Like those born in the early 20th century, Generation Y wants to be respected, do the best they can, and avoid disappointing the people around them. The rebellion of the last generation with the counter-culture revolution has been replaced by traditional values and people striving to follow the rules. They work very hard, and want to succeed. This generation is used to being catered to, and they are “protected and polished, they are trophy children in every sense of the word” (CBS News). This, however, has lead to young people being less independent and more willing to conform to groupthink ideals, and "this is a generation that has long aimed to please. They've wanted to please their parents, their friends, their teachers, their college admissions officers" (CBS News). But some think that this may not be such a good thing. When speaking to a CEO of a major corporation on new employees, Dr. Mel Levine found that the major characteristics of young employees, according to the CEO, are that 'They can't think long-range. Everything has to be immediate, like a video game’ (CBS News). They aren’t used to delayed gratification, which may be difficult when it comes to job competition for this generation in the future.
I believe that many of these things are true to a certain extent. Almost all of my friends have completed high school and are now in college, ready to earn degrees and enter the job force. As far as advertisement goes, I know that I personally hardly have any time to watch T.V and rarely pay attention to commercials. I hear more about a popular product when I go on MSN.com or read a magazine because a popular celebrity has used it or is promoting it. Also, I agree that young people are much more aware of things going on in the world and are watching the news more. During election time last November, kids all over Dearborn’s campus were advocating their candidates of choice and discussing the issues. I noticed that for the most part, the students did tend to lean toward the left. Although that was not my personal feeling, I was one of the few who expressed conservative views.
I was very involved in my high school, and am also very involved on Dearborn’s campus. It has always seemed to me like kids were always spending extra times at school doing after school activities, and I had never really thought of that fact that it may not have always been that way. I agree that the young adults of today are very interested in college and career pursuits, and are used to having a plan and following it. However, I know plenty of people who do not have a plan, and I don’t think the concept of having life planned out and expecting instant gratification applies to everyone. It may be a common stereotype of the group as a whole, but it is important to keep in mind that stereotypes are not always true, and therefore do not apply to all people. I am interested to see how people reflect upon our “Generation Y” after we have all grown up, and the differences a new generation will bring.
Works Cited
Coupland, Douglas. Microserfs. New York: HarperCollins, 1996.
Herbert, Robert. “Here Come the Millennials”. The New York Times May 13th, 2008.
Accessed 24 April 2009.
< http://www.nytimes.com/2008/05/13/opinion/13herbert.html?_r=1 >
Leung, Rebecca. “The Echo Boomers”. CBS News September 4, 2005. Accessed 24 April, 2009.
< http://www.cbsnews.com/stories/2004/10/01/60minutes/main646890_page2.shtml >
The Millennials. September 27, 2007. The Millennials Conference. New York City.
Accessed 25 April 2009.< http://www.millennialsconference.com/ny/ >
“Understanding Generation Y”. The Oberlin Review. December 8, 2006. Accessed 24 April 2009.
<http://www.oberlin.edu/stupub/ocreview/2006/12/08/features/Understanding_Generation_Y.html>
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