Advertising
Advertising

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.

Advertising

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]

    Advertising

    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.

      Advertising

      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.

          Advertising

          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

            More by this author

            Time for an alcohol detox Cut down on drinking! Time for a post-holiday detox 5 Types of Horrible Bosses and How to Beat Them All Understanding Millennials – Who is Generation Y? Natural History Museum Museums in a Changing World – The Evolution of museums Holistic Rehab - Despair and Addiction Holistic Rehab – Choices in dealing with addiction

            Trending in Culture

            118 Dating Ideas with Breathtaking Scenery in the East of England 218 Things You Need To Know Before You Get Your First Tattoo 37 Tools to Optimize Your Next Long-Term Traveling Experience 4What GoT Would Be Like if the Characters Used Social Media 530 Free Dating Ideas For Landscape-Lovers In Ireland

            Read Next

            Advertising
            Advertising

            Last Updated on August 15, 2018

            7 Amazing Things That Will Happen When You Do Plank Every Day

            7 Amazing Things That Will Happen When You Do Plank Every Day

            Bodyweight exercises are gaining ground in the fitness world due to the practicality and simplicity of getting in shape using your own body weight. Planks are one form of bodyweight exercises that will never go out of fashion. Planks are one of the most effective exercises you can do. Why? Because they require a small time investment on your part, and offer the chance to achieve substantial results in a relatively short span of time.

            Video Summary

            Why is it important to train up our core strength?

            There are numerous sites and blogs which detail ways to build your core muscles or core strength. Often though, these sites neglect to explain what your core muscles actually are, and why building them is important.

            This is quite surprising, as core muscles are quite easy to explain. Your core muscles are a series of muscles in your midsection, and are used in most forms of movement. Though they aren’t housed in your arms or legs, your core muscles can help transfer force from one limb to another, or are used in addition to muscles in your arms or legs to increase their effectiveness. As such a strong core will make a big improvement on your ability to move and exercise further.

            Also they are great for helping other muscles in your midsection such as your abdominal muscles. Your abdominal muscles are important for supporting your back and spinal column, and as such are important aids in preventing injuries. However for them to be most effective you need to spend a lot of time developing your core muscles.

            In short, planking exercises can make a huge improvement in your muscles down your whole body. Making them a hugely effective exercise to perform.

            One Exercise, multiple benefits

            There are few forms of exercise as effective at building your core as planking exercises. However, planking exercises benefit far more than just your core strength.

            By holding yourself in the position for a planking exercise, you’ll notice that your biceps, neck, and shoulder muscles are also being tested and strained. This this encouraging their buildup and development. This is great news if you like to do press ups, developed shoulder muscles will have a big impact on your press up performance.

            Advertising

            When planking, you are holding yourself up through your arms and biceps and so by holding a planking position, your arm muscles are being toned and developed. Making planking a great alternative exercise to other forms of bicep developing exercises.

            Moving down your midsection, successful plank exercises actually develop the muscles in your butt! These muscles tend to be ignored by a lot of exercises, so this is another great benefit of plank exercises.

            In much the same way as you develop your biceps and arm muscles, holding the planking position helps develop the muscles in your thighs too.

            What is even better is that planking exercises don’t take much time at all. In fact you should probably only spend about ten minutes max per day in the planking exercise.

            What will happen when you start doing planks every day

              1. You’ll improve core definition and performance: 

              Planks are an ideal exercise for the abdominal muscles exactly because they engage all major core muscle groups including the transverse abdominus, the rectus abdominusthe external oblique muscle, and the glutes. The importance of strengthening each muscle group cannot be underestimated either, for all of these groups serve their own purpose. If you strengthen these muscle groups you will notice:

              • Transverse abdominis: increased ability to lift heavier weights.
              • Rectus adbominis: improved sports performance, particularly with jumping. This muscle group is also responsible for giving you the renowned six pack look.
              • Oblique muscles: improved capacity for stable side-bending and waist-twisting
              • Glutes: a supported back and a strong, shapely booty.

              2. You’ll decrease your risk of injury in the back and spinal column

              Advertising

                Doing planks is a type of exercise that allow you to build muscle while also making sure that you are not putting too much pressure on your spine or hips. According to the American Council on Exercise, doing planks regularly not only significantly reduces back pain but it also strengthens your muscles and ensures a strong support for your entire back, especially in the areas around your upper back.

                Check out this article if you would like to find out about how doing planks on different surfaces can impact the effectiveness of this exercise in strengthening your core.

                3. You’ll experience an increased boost to your overall metabolism

                  Planking is an excellent way of challenging your entire body because doing them every day will burn more calories than other traditional abdominal exercises, such as crunches or sit-ups. The muscles you strengthen by doing this exercise on a day-to-day basis will ensure that you burn more energy even when sedentary. This is especially important if you are spending the majority of your day sitting in front of a computer. Also, making it a daily 10- to 1 minute home exercise before or after work will not only provide an enhanced metabolic rate but it will also ensure that that metabolic rate remains high all day long, (yes, even while you are asleep).

                  4. You’ll significantly improve your posture

                    Planking exercises have a great impact and improvement on your posture. This is great news as a strong posture brings with it a huge number of fantastic benefits .

                    A good posture keeps your bones and joins in the correct alignment which means both your bones and joints will be better maintained and more healthy, but also means the overall effectiveness of your muscles will be improved.

                    Advertising

                    A good posture will ensure your back or spine is in the correct position and so you will suffer less back pain.

                    On top of everything, someone with good posture looks better, healthier, and more confident.

                    5. You’ll improve overall balance

                      Have you ever felt that when you tried standing on one leg, you couldn’t stand up straight for more than a couple of seconds? It’s not because you were drunk- unless you happened to be at the time!-  but rather, it’s because your abdominal muscles weren’t strong enough to give you the balance you needed. Through improving your balance by doing side planks and planks with extensions you will boost your performance in every kind of sporting activity.

                      6. You’ll become more flexible than ever before

                        Flexibility is a key benefit of doing planks regularly, for this form of exercise expands and stretches all your posterior muscle groups – shouldersshoulder blades, and collarbone – while also stretching your hamstrings, arches of your feet, and toes. With a side plank added in to the mix, you can also work on your oblique muscles. This will provide you with further benefits when it comes to hyper-extending your toes, a movement that is crucial for supporting your body’s weight.

                        7. You’ll witness mental benefits

                        Advertising

                          Plank exercises have a particular effect on our nerves, making them an excellent means of improving overall mood. How? Well, they stretch out muscle groups that contribute to stress and tension in the body. Just think about it: you are sitting in your chair, at home or at work, all day long; your thigh muscles get tight, your legs get heavy due to being bent for several hours; and tension develops in your shoulders due to being forced to slump forward all day. These are all circumstances that put too stress on the muscles and nerves. The good news is that planks not only calm your brain, but they can also treat anxiety and symptoms of depression– but only if you make it part of your daily routine.

                          How to hold a plank position

                          1. Get into pushup position on the floor.
                          2. Now bend your elbows 90 degrees and rest your weight on your forearms.
                          3. Keep your torso straight and rigid and your body in a straight line from ears to toes with no sagging or bending.
                          4. Your head is relaxed and you should be looking at the floor.
                          5. Hold the position for as long as you can.
                          6. Remember to breathe. Inhale and exhale slowly and steadily.
                          7. When your form begins to suffer, pull the plug. You’re only benefiting from the plank by actually doing the plank.

                          Watch the video if you have any doubt!

                          Here is a great infographic that shows the best plank variation exercises to evenly target all abdominal muscle groups:

                            How to improve your plank time gradually

                            1. Start with the easier variation if needed. You can start with a bent-knee plank if you can’t perform a regular plank yet. If you can hold a plank for more than two minutes with ease, you can move on to these tougher variations.
                            2. Practise every day. Space your planking exercise throughout the day and do 3-4 times every day. Try to hold the position 10 seconds longer each time.
                            3. Perform other body-weight exercises at the same time. Push-up and squat will improve your core strength too.

                            Are you ready to devote 5-10 minutes of your day, every day, to stay fit, healthy and, most importantly, strong as a bull? Then jump in and make doing plank exercises a part of your life.

                            Who Should Be Cautious Doing The Plank?

                            You need to be cautious doing Planking exercises if any of these risks apply to you:

                            • Prolapse
                            • After prolapse surgery
                            • Pelvic pain conditions
                            • Weak or poorly functioning pelvic floor muscles
                            • Previous childbirth
                            • Overweight

                            Choose an alternative pelvic floor abdominal exercise or consult your doctor before performing plank regularly.

                            Read Next