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Understanding Millennials – Who is Generation Y?

Understanding Millennials – Who is Generation Y?

Introducing Generation Y

Every generation has its own traits. For example, the Baby Boomers (born between 1946 – 1964) were said to be work-centric, independent, goal-oriented and competitive. This was driven by their environment, following the second world war when numbers of marriages dropped yet the birth rate increased meaning that the school classrooms were fuller and there was considerable competition for college places.

The same is true with the latest generation, the Millennials, the generation born between 1985 and 2000. A generation forged by the environment they have grown up in, one of greater environmental awareness, new technology and changing workplaces.

Millennials are a now major part of society, making up 27% of the US population, just over 83 million people in total,[1] therefore they have a massive influence on products and major purchasing power averaging around $600 Billion last year (an amount expected to grow to $1.4 Trillion by 2020).

It is for this reason that many organisations have developed specific marketing strategies for millennial’s. However, who are they? How can they be defined and most importantly how can you categorize a generation?

Who are the millennial’s and how do they behave?

Millennials have a complex set of traits very different from ‘Generation X’ they have lived through a time of considerable change in terms of the environment, culture and technology.

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One of the often used phrases to describe millennial’s is the ‘Peter Pan generation’, this is the phenomenon of not wanting, or not being able, to leave their teenage years behind. A combination of the media glamorizing teenage life making it seem more attractive and real financial struggles, , more young people than ever are living with their parents for longer. Pew Research found that over 32% of millennial’s are still living with mum and dad and over 35% are not settling down in relationships until much later, not finding partners and considering children until at least 35 years old.[2]

Millennials Family

    They are aware of marketing efforts, when it comes to purchasing decisions they would rather read independent blogs than believe advertising.  33% read online content to support a purchasing decision, whereas only 3% consider TV as an influencer.[3]

    Millennials Built For Technology

    Growing up during a technological revolution, with the birth of the world wide web in the early 90’s and the introduction of computers with graphical user interfaces like Windows they are certainly engaged with technology.

    A Nielsen survey[4] reveals 85% of millennial’s have a smartphone which they are likely to check more than 45 times per day.[5]  87% are regular users of Facebook and engage with social media regularly.[6] However, being more social online often has an impact on their offline friendships, they may have many hundreds of Facebook friends but struggle to engage with individuals face to face. The exception is in the workplace where friendships are being developed more easily, with more time spent at work millennial’s use the opportunity to make real friendships which have even been found to increase productivity, 57% of respondents in a recent survey found that having friends at work made them more happy and productive.[7]

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    The growth of online video has also made an impact, 80% of millennial’s use video when making decisions about product purchases and 76% follow their favourite brands on YouTube.[8]

    Millennials Favourite Video Site - You Tube

      Politics and Authority

      The two phrases which come about when you speak about millennial’s are entitled and narcissistic, many people class the millennial’s as ‘the me generation’ and, as a recent study shows, ‘entitled’ is a label  which even millennial’s themselves use.

      Dr. Jean Twenge, author of books including ‘Generation Me’ and ‘The Narcissism Epidemic’ says; “Instead of viewing entitlement as a sense that the universe owes you something you may not have earned, many view entitlement as the right to go after big goals and aim high — without asking for permission from gatekeepers and authority figures.”

      Therefore, we are seeing a generation who is self-absorbed, but that this is for a positive reason, they no longer feel they have to be governed by external authority or that any goal is out of their reach.  Young people feel less affiliated with politics or religion, research shows more than 50% do not feel involved with politics and 29% take no part in organised religion.

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      Donald Trump

        Young people now expect that working hard should yield rewards, however not purely fiscal rewards. A recent survey showed that 75% of respondents would rather work for a company who was socially responsible even if the salary offered was less and 64% would not work for an organisation which did not have strong social or environmental commitments.[9]

        Millennials Facts

          In the workplace 55% of millennial’s state they are not engaged with their work, it’s a ‘means to an end’ and they are not motivated to deliver therefore productivity is lower.[10] This is a higher percentage than any previous generation. They require regular engagement and feedback, with 44% being more likely to be engaged when their manager holds regular meetings with them and offers regular feedback. They need a coaching environment more than supervision.[11]

          It paints a picture of a self-driven generation who know their mind and needs to feel that they are taking a personal responsibility not only for themselves as the accusation of narcissism states, but also the wider community. They do not necessarily feel involved or controlled by government and are instead striving to forge their own path.  Overall millennial’s have a greater concern for others than many previous generations with concerns for environmental issues and social causes being high on their agendas, many seek to buy products from organisations which support social causes they care about and work for organisations who demonstrate a corporate responsibility.

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          The Millennial Culture

          The millennial age also created a range of music and pop culture moments. It’s the generation which embraced digital music, no longer having to buy a whole album instead being able to pick and chose tracks. More and more people became musical explorers as the technology allowed you to discover new music from around the world in a way that the record shop of previous generations could never have done. There was the growth of a closer relationship with artists via social media, initially using MySpace but now with Facebook, Twitter and others allowing fans to be closer to their favourite performers than ever before. Even the video model changed with the introduction of Netflix, albeit as a service which mailed you physical DVD’s but it was to mark the end of video rental and soon was to become what it is today with instant streaming.

          The top 100 cultural highlights have been collated by Vulture.com, some of the most notable highlights include:[12]

          • The Fresh Prince of Bel-Air – with a catchy theme tune every millennial could sing even now (with thanks to Will Smith and Quincy Jones).
          • The Cha-Cha Slide – that packed dancefloors with synchronised sliding and criss-crossing.
          • Now That’s What I Call Music – a regular musical treat throughout the generation an LP, CD or download of the best music of the moment.
          • Toy Story – basically the birth of Pixar on the big screen and the development of CGI and computer animation generation
          • The Spice Girls – The baby boomer generation may have had the birth of feminism the millennial’s had the birth of Girl Power.
          • Harry Potter – it was the series of books which made reading essential again and then a series of pivotal films

          Millennials Impact on The World

          Although it’s early days for many of millennial’s, when you look at the inventions created already you can see that we may be in for exciting times ahead. This is the generation who created Google, when Sergey Brin and Larry Page sat down and rethought how the internet should be searched and Mark Zucherburg’s Facebook as well as the creation of Twitter and Snapchat. This is to be expected of the first generation of digital natives for whom their smartphones and mobile internet have become a necessity, on average sending 50 texts per day and permanent social media connectivity there’s more communication than any other generation before them. However, they are also a generation with less available income and higher student loan debts, averaging $20,926 before they start working impacting their major purchasing decisions, for example 30% not intending to purchase a car in the near future[13] and over 60% choosing to rent rather than purchase a house.[14] They are certainly Savvy with 57% using technology to compare prices when in stores.[15]

          Google

            The Millennial Future

            The millennial generation is the largest in US history, as they start to reach working age their impact on the economy will be vast. They are a generation who will not be held back, they have the technology to develop amazing things, and if it’s not there they will create it. A massively driven generation who care about the world they live in and have clear ideas of what they want to achieve in their lives. They consider how they live with wellness and health being key. They are living through the effects of massive global financial downturns and rapid change but are succeeding and growing for the future.

            Image Sources: Family, You Tube Logo, Donald Trump, Millennial InfographicComputer

            Featured photo credit: Pixabay.com via pixabay.com

            Reference

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            Last Updated on July 3, 2020

            How to Control Your Thoughts and Be the Master of Your Mind

            How to Control Your Thoughts and Be the Master of Your Mind

            Your mind is the most powerful tool you have for the creation of good in your life, but if not used correctly, can also be the most destructive force in your life. To control your thoughts means to influence the way you live your life.

            Your mind, more specifically, your thoughts, affects your perception and therefore, your interpretation of reality. (And here’s Why Your Perception Is Your Reality)

            I have heard that the average person thinks around 70,000 thoughts a day. That’s a lot, especially if they are unproductive, self-abusive, and just a general waste of energy.

            You can let your thoughts run amok, but why would you? It is your mind, your thoughts; isn’t it time to take your power back? Isn’t it time to take control?

            Choose to be the person who is actively, consciously thinking your thoughts. Be someone who can control your thoughts—become the master of your mind.

            When you change your thoughts, you will change your feelings as well, and you will also eliminate the triggers that set off those feelings. Both of these outcomes provide you with a greater level of peace in your mind.

            I currently have a few thoughts that are not of my choosing or a response from my reprogramming. I am the master of my mind, so now my mind is quite peaceful. Yours can be too!

            Who Is Thinking My Thoughts?

            Before you can become the master of your mind, you must recognize that you are currently at the mercy of several unwanted “squatters” living in your mind, and they are in control of your thoughts.

            If you want to be the boss of them, you must know who they are and what their motivation is, and then you can take charge and evict them.

            Here are four of the “squatters” in your head that create unhealthy and unproductive thoughts.

            1. The Inner Critic

            This is your constant abuser who is often a conglomeration of:

            • Other people’s words—many times your parents
            • Thoughts you have created based on your own or other peoples’ expectations
            • Comparing yourself to other people, including those in the media
            • The things you told yourself as a result of painful experiences such as betrayal and rejection. Your interpretation creates your self-doubt and self-blame, which are most likely undeserved in cases of rejection and betrayal.

            The Inner Critic is motivated by pain, low self-esteem, lack of self-acceptance, and lack of self-love.

            Why else would this person abuse you? And since this person is youwhy else would you abuse yourself? Why would you let anyone treat you this badly?

            2. The Worrier

            This person lives in the future—in the world of “what ifs.”

            The Worrier is motivated by fear, which is often irrational and has no basis. Occasionally, this person is motivated by fear that what happened in the past will happen again.

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            3. The Reactor or Troublemaker

            This is the one that triggers anger, frustration, and pain. These triggers stem from unhealed wounds of the past. Any experience that is even closely related to a past wound will set him off.

            This person can be set off by words or feelings and can even be set off by sounds and smells.

            The Reactor has no real motivation and has poor impulse control. He is run by past programming that no longer serves you—if it ever did.

            4. The Sleep Depriver

            This can be a combination of any number of different squatters including the inner planner, the rehasher, and the ruminator, along with the inner critic and the worrier.

            The Sleep Depriver’s motivation can be:

            • As a reaction to silence, which he fights against
            • Taking care of the business you neglected during the day
            • Self-doubt, low self-esteem, insecurity, and generalized anxiety
            • As listed above for the inner critic and worrier

            How can you control these squatters?

            How to Master Your Mind

            You are the thinker and the observer of your thoughts. You can control your thoughts, but you must pay attention to them so you can identify “who” is running the show—this will determine which technique you will want to use.

            Begin each day with the intention of paying attention to your thoughts and catching yourself when you are thinking undesirable thoughts.

            There are two ways to control your thoughts:

            • Technique A – Interrupt and replace them
            • Technique B – Eliminate them altogether

            This second option is what is known as peace of mind.

            The technique of interrupting and replacing is a means of reprogramming your subconscious mind. Eventually, the replacement thoughts will become the “go-to” thoughts in applicable situations.

            Use Technique A with the Inner Critic and Worrier and Technique B with the Reactor and Sleep Depriver.

            1. For the Inner Critic

            When you catch yourself thinking something negative about yourself (calling yourself names, disrespecting yourself, or berating yourself), interrupt it.

            You can yell (in your mind), “Stop! No!” or, “Enough! I’m in control now.” Then, whatever your negative thought was about yourself, replace it with an opposite or counter thought or an affirmation that begins with “I am.”

            For example, if your thought is, “I’m such a loser,” you can replace it with, “I am a Divine Creation of the Universal Spirit. I am a perfect spiritual being learning to master the human experience. I am a being of energy, light, and matter. I am magnificent, brilliant, and beautiful. I love and approve of myself just as I am.”

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            You can also have a dialogue with yourself to discredit the ‘voice’ that created the thought—if you know whose voice it is:

            “Just because so-and-so said I was a loser doesn’t make it true. It was his or her opinion, not a statement of fact. Or maybe they were joking and I took it seriously because I’m insecure.”

            If you recognize that you have recurring self-critical thoughts, you can write out or pre-plan your counter thoughts or affirmation so you can be ready.

            This is the first squatter you should evict, forcefully, if necessary:

            • They rile up the Worrier.
            • The names you call yourself become triggers when called those names by others, so he also maintains the presence of the Reactor.
            • They are often present when you try to fall asleep so he perpetuates the Sleep Depriver.
            • They are a bully and is verbally and emotionally abusive.
            • They are the destroyer of self-esteem. They convince you that you’re not worthy. They’re a liar! In the interest of your self-worth, get them out!

            Eliminate your worst critic and you will also diminish the presence of the other three squatters.

            Replace them with your new best friends who support, encourage, and enhance your life. This is a presence you want in your mind.

            2. For the Worrier

            Prolonged anxiety is mentally, emotionally, and physically unhealthy. It can have long-term health implications.

            Fear initiates the fight or flight response, creates worry in the mind, and creates anxiety in the body. This may make it more difficult for you to control your thoughts effectively.

            You should be able to recognize a “worry thought” immediately by how you feel. The physiological signs that the fight or flight response of fear has kicked in are:

            • Increased heart rate, blood pressure, or surge of adrenaline
            • Shallow breathing or breathlessness
            • Muscles tense

            Use the above-stated method to interrupt any thought of worry and then replace it. But this time, you will replace your thoughts of worry with thoughts of gratitude for the outcome you wish for.

            If you believe in a higher power, this is the time to engage with it. Here is an example:

            Instead of worrying about my loved ones traveling in bad weather, I say the following (I call it a prayer):

            “Thank you great spirit for watching over _______. Thank you for watching over his/her car and keeping it safe, road-worthy, and free of maintenance issues without warning. Thank you for surrounding him/her with only safe, conscientious, and alert drivers. And thank you for keeping him/her safe, conscientious, and alert.”

            Smile when you think about it or say it aloud, and phrase it in the present tense. Both of these will help you feel it and possibly even start to believe it.

            If you can visualize what you are praying for, the visualization will enhance the feeling so you will increase the impact in your vibrational field.

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            Now, take a calming breath, slowly in through your nose, and slowly out through the mouth. Take as many as you like! Do it until you feel that you’re close to being in control of your thoughts.

            Replacing fearful thoughts with gratitude will decrease reactionary behavior, taking the steam out of the Reactor.

            For example: If your child gets lost in the mall, the typical parental reaction that follows the fearful thoughts when finding them is to yell at them.

            “I told you never to leave my sight.” This reaction just adds to the child’s fear level from being lost in the first place.

            Plus, it also teaches them that mom and/or dad will get mad when he or she makes a mistake, which may make them lie to you or not tell you things in the future.

            Change those fearful thoughts when they happen:

            “Thank You (your choice of Higher Power) for watching over my child and keeping him safe. Thank you for helping me find him soon.”

            Then, when you see your child after this thought process, your only reaction will be gratitude, and that seems like a better alternative for all people involved.

            3. For the Troublemaker, Reactor or Over-Reactor

            Permanently eliminating this squatter will take a bit more attention and reflection after the fact to identify and heal the causes of the triggers. But until then, you can prevent the Reactor from getting out of control by initiating conscious breathing as soon as you recognize his presence.

            The Reactor’s thoughts or feelings activate the fight or flight response just like with the Worrier. The physiological signs of his presence will be the same. With a little attention, you should be able to tell the difference between anxiety, anger, frustration, or pain.

            I’m sure you’ve heard the suggestion to count to ten when you get angry—well, you can make those ten seconds much more productive if you are breathing consciously during that time.

            Conscious breathing is as simple as it sounds—just be conscious of your breathing. Pay attention to the air going in and coming out.

            Breathe in through your nose:

            • Feel the air entering your nostrils.
            • Feel your lungs filling and expanding.
            • Focus on your belly rising.

            Breathe out through your nose:

            • Feel your lungs emptying.
            • Focus on your belly falling.
            • Feel the air exiting your nostrils.

            Do this for as long as you like. Leave the situation if you want. This gives the adrenaline time to normalize. Now, you can address the situation with a calmer, more rational perspective and avoid damaging behavior, and you’ll be more in control of your thoughts.

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            One of the troubles this squatter causes is that it adds to the sleep depriver’s issues. By evicting or at least controlling the Reactor, you will decrease reactionary behavior, which will decrease the need for the rehashing and ruminating that may keep you from falling asleep.

            Master your mind and stop the Reactor from bringing stress to you and your relationships!

            4. For the Sleep Depriver

            (They’re made up of the Inner Planner, the Rehasher, and the Ruminator, along with the Inner Critic and the Worrier.)

            I was plagued with a very common problem: not being able to turn off my mind at bedtime. This inability prevented me from falling asleep and thus, getting a restful and restorative night’s sleep.

            Here’s how I mastered my mind and evicted the Sleep Depriver and all his cronies.

            1. I started by focusing on my breathing—paying attention to the rise and fall of my belly—but that didn’t keep the thoughts out for long. (Actually, I now start with checking my at-rest mouth position to keep me from clenching.)
            2. Then I came up with a replacement strategy that eliminated uncontrolled thinking—imagining the word in while breathing in and thinking the word out when breathing out. I would (and do) elongate the word to match the length of my breath.

            When I catch myself thinking, I shift back to in, out. With this technique, I am still thinking, sort of, but the wheels are no longer spinning out of control. I am in control of my mind and thoughts, and I choose quiet.

            From the first time I tried this method, I started to yawn after only a few cycles and am usually asleep within ten minutes.

            For really difficult nights, I add an increase of attention by holding my eyes in a looking-up position (closed, of course). Sometimes I try to look toward my third eye but that really hurts my eyes.

            If you have trouble falling asleep because you can’t shut off your mind, I strongly recommend you try this technique. I still use it every night. You can start sleeping better tonight!

            You can also use this technique any time you want to:

            • Fall back to sleep if you wake up too soon
            • Shut down your thinking
            • Calm your feelings
            • Simply focus on the present moment

            The Bottom Line

            Your mind is a tool, and like any other tool, it can be used for constructive purposes or destructive purposes.

            You can allow your mind to be occupied by unwanted, undesirable, and destructive tenants, or you can choose desirable tenants like peace, gratitude, compassion, love, and joy.

            Your mind can become your best friend, your biggest supporter, and someone you can count on to be there and encourage you. You can be in control of your thoughts. The choice is yours!

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            Featured photo credit: Priscilla Du Preez via unsplash.com

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