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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 March 30, 2020

            Why You’re Feeling Tired All the Time (And What to Do About It)

            Why You’re Feeling Tired All the Time (And What to Do About It)

            Feeling tired all the time?

            Have you ever caught yourself nodding off when you’re watching TV, listening to someone drone on during a meeting or even driving a car?

            I know I have, especially when I worked 70 hours per week as a High-Tech Executive.

            Feeling tired all the time may be more widespread than you think. In fact, two-fifths of Americans are tired most of the week.[1]

            If you’re tired of feeling tired, then I’ve got some great news for you. New research is helping us gain critical insights into the underlying causes of feeling tired all the time.

            In this article, we’ll discuss the latest reasons why you’re feeling tired all the time and practical steps you can take to finally get to the bottom of your fatigue and feel rested.

            What Happens When You’re Too Tired

            If you sleep just two hours less than the normal eight hours, you could be as impaired as someone who has consumed up to three beers.[2] And you’ve probably experienced the impact yourself.

            Here are some common examples of what happens when you’re feeling tired:[3]

            • You may have trouble focusing because memory and learning functions may be impaired within your brain.
            • You may experience mood swings and an inability to differentiate between what’s important and what’s not because your brain’s neurotransmitters are misfiring.
            • You may get dark circles under your eyes and/or your skin make look dull and lackluster in the short term and over time your skin may get wrinkles and show signs of aging because your body didn’t have time to remove toxins during sleep.
            • You may find it more difficult to exercise or to perform any type of athletic activity.
            • Your immune system may weaken causing you to pick up infections more easily.
            • You may overeat because not getting enough sleep activates the body’s endocannabinoids even when you’re not hungry.
            • Your metabolism slows down so what you eat is more likely to be stored as belly fat.

            Are you saying that feeling tired can make me overweight?

            Unfortunately, yes!

            Feeling tired all the time can cause you to put on the pounds especially around your waist. But it is a classic chicken and egg situation, too.

            Heavier people are more likely to feel fatigued during the day than lighter ones. And that’s even true for overweight people who don’t have sleep apnea (source: National Institutes of Health).

            Speaking of sleep apnea, you may be wondering if that or something else is causing you to feel tired all the time.

            Why Are you Feeling Tired All the Time?

            Leading experts are starting to recognize that there are three primary reasons people feel tired on a regular basis: sleep deprivation, fatigue and Chronic Fatigue Syndrome (CFS).

            Here’s a quick overview of each root cause of feeling tired all of the time:

            1. Tiredness occurs from sleep deprivation when you don’t get high-quality sleep consistently. It typically can be solved by changing your routine and getting enough deep restorative sleep.
            2. Fatigue occurs from prolonged sleeplessness which could be triggered by numerous issues such as mental health issues, long-term illness, fibromyalgia, obesity, sleep apnea or stress. It typically can be improved by changing your lifestyle and using sleep aids or treatments, if recommended by your physician.
            3. Chronic Fatigue Syndrome (CFS) is a medical condition also known as Myalgic Encephalomyelitis that occurs from persistent exhaustion that doesn’t go away with sleep.

            The exact cause of CFS is not known, but it may be due to problems with the immune system, a bacterial infection, a hormone imbalance or emotional trauma.

            It typically involves working with a doctor to rule out other illnesses before diagnosing and treating CFS.[4]

            Always consult a physician to get a personal diagnosis about why you are feeling tired, especially if it is a severe condition.

            Feeling Tired vs Being Fatigued

            If lack of quality sleep doesn’t seem to be the root cause for you, then it’s time to explore fatigue as the reason you are frequently feeling tired.

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            Until recently, tiredness and fatigue were thought to be interchangeable. Leading experts now realize that tiredness and fatigue are different.

            Tiredness is primarily about lack of sleep.

            But fatigue is a perceived feeling of being tired that is much more likely to occur in people who have depression, anxiety or emotional stress and/or are overweight and physically inactive (source: Science Direct).

            Symptoms of fatigue include:

            • Difficulty concentrating
            • Low stamina
            • Difficulty sleeping
            • Anxiety
            • Low motivation

            These symptoms may sound similar to those of tiredness but they usually last longer and are more intense.

            Unfortunately, there is no definitive reason why fatigue occurs because it can be a symptom of an emotional or physical illness. But there are still a number of steps you can take to reduce difficult symptoms by making a few simple lifestyle changes.

            How Much Sleep Is Enough?

            The number one reason you may feel tired is because of sleep deprivation which means you are not getting enough high-quality sleep.

            Most adults need 7 to 9 hours of high-quality, uninterrupted sleep per night. If you’re sleep deprived, the amount of sleep you need increases.

            So, quantity and quality do matter when it comes to sleep.

            The key to quality sleep is being able to get long, uninterrupted sleep cycles throughout the night. It typically takes 90 minutes for you to reach a state of deep REM sleep where your body’s healing crew goes to work.

            Ideally, you want to get at least 3 to 4 deep REM sleep cycles in per night. That’s why it’s so important to stay asleep for 7 or more hours.

            Research also shows that people who think they can get by on less sleep don’t perform as well as people who get at least seven hours of sleep a night[5] So, you should definitely plan on getting seven hours of deep restorative sleep every night.

            If you are not getting 7 hours of high-quality sleep regularly, then sleep deprivation is most likely reason you feel tired all the time.

            And that is good news because sleep deprivation is much simpler and easier to address than the other root causes.

            It’s also a good idea to rule out sleep deprivation as the reason why you are tired before moving on to the other possibilities such as fatigue or Chronic Fatigue Syndrome, which may require a doctor for diagnosis and treatment.

            4 Simple Changes to Reduce Fatigue

            Personally, I’m a big believer in upgrading your lifestyle to uplift your life. I overcame chronic stress and exhaustion by making these four changes to my lifestyle:

            1. Eating healthy, home-cooked meals versus microwaving processed foods or eating out
            2. Exercising regularly
            3. Using stressbusters
            4. Creating a bedtime routine to sleep better

            So, I know it is possible to change your lifestyle even when you’re working crazy hours and have lots of family responsibilities.

            After I made the 4 simple changes in my lifestyle, I no longer felt exhausted all of the time.

            In addition, I lost two inches off my waist and looked and felt better than ever.

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            I was so excited that I wanted to help others replace stress and exhaustion with rest and well-being, too. That’s why I became a Certified Holistic Wellness Coach through the Dr. Sears Wellness Institute.

            Interestingly enough, I discovered that Dr. Sears recommends a somewhat similar L.E.A.N. lifestyle:

            • L is for Lifestyle and means living healthy including getting enough sleep.
            • E is for Exercise and means getting at least 20 minutes of exercise a day ideally for six days a week.
            • A is for Attitude and means thinking positive and reducing stress whenever possible.
            • N is for Nutrition and means emphasizing a right-fat diet, not a low-fat diet.

            The L.E.A.N. lifestyle is a scientifically-proven way to reduce fatigue, get to the optimal weight and to achieve overall wellness.[6]

            And yes, there does seem to be an important correlation between being lean and feeling rested.

            But overall based on my personal experience and Dr. Sear’s scientific proof, the key to not feeling tired all of the time does seem to be 4 simple changes to your lifestyle.

            L — Living Healthy

            Getting enough high-quality sleep every day is the surefire way to help you feel less fatigued, more rested and better overall.

            So, whether you’re sleep deprived or potentially suffering from fatigue or Chronic Fatigue Syndrome, you probably want to find a way to sleep better.

            In fact, if you aren’t getting enough sleep, your body isn’t getting the time it needs to repair itself; meaning that if you are suffering from an illness, it’s far more likely to linger.

            As unlikely as it sounds, though, fatigue can sometimes make it difficult to sleep. That’s why I’d recommend taking a look at your bedtime routine before you go to bed and optimize it based on sleep best practices.

            Here are 3 quick and easy tips for creating a pro-sleep bedtime routine:

            1. Unplug

            Many of us try to unwind by watching TV or doing something on an iPhone or tablet. But tech can affect your melatonin production due to the blue light that they emit, fooling your body into thinking it’s still daytime.

            So turn off all tech one hour before bed and create a tech-free zone in your bedroom.

            2. Unwind

            Do something to relax.

            Use the time before bed to do something you find relaxing such as reading a book, listening to soothing music, meditating or taking an Epsom salt bath.

            3. Get Comfortable

            Ensure your bed is comfortable and your room is set up for sleep.

            Make sure you room is cool. 60-68 degrees is the ideal temperature for most people to sleep.

            Also, it’s ideal if your bedroom is dark and there is no noise.

            Finally, make sure everything is handled (e.g., laying out tomorrow’s clothes) before you get into your nice, comfy bed.

            If your mind is still active, write a to-do list to help you fall asleep faster.[7]

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            Above all, be gentle with yourself and count your blessings, some sheep or whatever helps.

            This article also offers practical tips to build a bedtime routine: How to Build a Good Bedtime Routine That Makes Your Morning Easier

            E — Exercise

            Many people know that exercise is good for them, but just can’t figure out how to fit it into their busy schedules.

            That’s what happened in my case.

            But when my chronic stress and exhaustion turned into systemic inflammation (which can lead to major diseases like Alzheimer’s), I realized it was time to change my lifestyle.

            As part of my lifestyle upgrade, I knew I needed to move more.

            My friends who exercise all gave me the same advice: find an exercise you like to do and find a specific time in your schedule when you can consistently do it.

            That made sense to me.

            So, I decided to swim.

            I used to love to swim when I was young, but I hadn’t done it for years. The best time for me to do it was immediately after work, since I could easily get an open swim lane at my local fitness club then.

            Also, swimming became a nice reason for me to leave work on time. And I got to enjoy a nice workout before eating dinner.

            Swimming is a good way to get your cardio or endurance training. But, walking, running and dancing are nice alternatives.

            So find an exercise you love and stick to it. Ideally, get a combination of endurance training, strength training and flexibility training in during your daily 20-minute workout.

            If you haven’t exercised in a while and have a lot of stress in your life, you may want to give yoga a try because you will increase your flexibility and lower your stress.

            A — Attitude

            Stress may be a major reason why you aren’t feeling well all of the time. At least that was the case with me.

            When I worked 70 hours per week as a High-Tech Executive, I felt chronically stressed and exhausted. But there was one thing that always worked to help me feel calmer and less fatigued.

            Do you want to know what that master stress-busting technique was?

            Breathing.

            But not just any old breathing. It was a special form of deep Yogic breathing called the “Long-Exhale Breathing” or “4-7-8 breathing” or “Pranayama” in Sanskrit).

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            Here’s how you do “Long-Exhale Breathing”:

            1. Sit in a comfortable position with your spine straight and your hand on your tummy (so you know you are breathing deeply from your diaphragm and not shallowly from your chest)
            2. Breathe in deeply and slowly from your diaphragm with your mouth closed while you count to 4 (ideally until your stomach feels full of air)
            3. Hold your breath while you count to 7 mentally and enjoy the stillness
            4. Breathe out through your mouth with a “ha” sound while you count to 8 (or until your stomach has no more air in it)
            5. Pause after you finish your exhale while you notice the sense of wholeness and relaxation from completing one conscious, deep, long exhale breath
            6. Repeat 3 times ensuring your exhale is longer than your inhale so you relax your nervous system

            This type of “long-exhale breathing” is scientifically proven to reduce stress.

            When your exhale is twice as long as your inhale, it soothes your parasympathetic nervous system, which regulates the relaxation response.[8]

            Plus, this is a great technique for helping you get to sleep, too.

            N — Nutrition

            Diet is vital for beating fatigue – after all, food is your main source of energy.

            If your diet is poor, then it implies you’re not getting the nutrients you need to sustain healthy energy levels.

            Eating a diet for fatigue doesn’t need to be complicated, time-consuming though.

            For most people, it’s just a case of swapping a few unhealthy foods for a few healthier ones, like switching from low-fiber, processed foods to whole, high-fiber foods.

            Unless your current diet is solely made up of fast food and ready meals, adjusting to a fatigue-fighting diet shouldn’t be too much of a shock to the system.

            Here’re 9 simple diet swaps you can make today:

            1. Replace your morning coffee with Matcha green tea and drink only herbal tea within six hours of bedtime.
            2. Add a healthy fat or protein to your any carb you eat, especially if you eat before bed. Please note that carb-only snacks lead to blood-sugar crashes that can make you eat more and they can keep you from sleeping.
            3. Fill up with fiber especially green leafy vegetables. Strive to get at least 25g per day with at least 5 servings (a serving is the size of your fist) of green vegetables.
            4. Replace refined, processed, low-fiber pastas and grains with zucchini noodles and whole grains such as buckwheat, quinoa, sorghum, oats, amaranth, millet, teff, brown rice and corn.
            5. Swap natural sweeteners for refined sugars and try to ensure you don’t get more than 25g of sugar a day if you are a woman and 30g of sugar a day if you are a man.
            6. Replace ice cream with low-sugar alternatives such as So Delicious Dairy-Free Vanilla Bean Coconut Ice Cream.
            7. Swap omega-6, partially-hydrogenated oils such as corn, palm, sunflower, safflower, cotton, canola and soybean oil for omega-3 oils such as flax, olive and nut oils.
            8. Replace high-sugar yoghurts with low-sugar, dairy-free yoghurts such as Kite Hill Plain Yoghurt with 1g sugar or Lifeway Farmer Cheese with 0g sugar.
            9. Swap your sugar-laden soda for sparkling water with a splash of low-sugar juice

            Also, ensure your diet is giving you enough of the daily essential vitamins and minerals. Most of us don’t get enough Vitamin D, Vitamin B-12, Calcium, Iron and Magnesium. If you are low on any of the above vitamins and minerals, you may experience fatigue and low energy.

            That’s why it’s always worth having your doctor check your levels. If you find any of them are low, then try to eat foods rich in them.

            Alternatively, you might consider a high-quality multi-vitamin or specific supplement.

            The Bottom Line

            If you are tired of feeling tired, then there is tremendous hope.

            If you are tired because you are not getting enough high-quality sleep, then the best remedy is a bedtime routine based on sleep best practices.

            If you are tired because you have stress and fatigue, then the best remedy are four simple lifestyle changes including:

            • Enough High-Quality Sleep with Bedtime Routine
            • Regular Exercise You Love
            • Stress Reduction with Long-Exhale Breathing
            • Fatigue-Reducing Diet

            Overall, adopting a healthier lifestyle Is the ideal remedy for feeling more rested and energized.

            More Tips to Help You Rest Better

            Featured photo credit: Cris Saur via unsplash.com

            Reference

            [1] YouGov: Two-fifths of Americans are tired most of the week
            [2] National Safety Council: Is Your Company Confronting Workplace Fatigue?
            [3] The New York Times: Why Are We So Freaking Tired?
            [4] Mayo Clinic: Chronic fatigue syndrome
            [5] Mayo Clinic: Lack of sleep: Can it make you sick?
            [6] Ask Dr. Sears: The L.E.A.N. Lifestyle
            [7] American Psychological Association: Getting a Good Night’s Sleep
            [8] Yoga International: Learning to Exhale: 2-to-1 Breathing

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