Consumerism+and+Individualism+-+Their+impact+on+the+health+of+Gen+Y.

Name: Farah Hussin Student Number: 07598319 Tutor name: Judith Meiklejohn

// “We buy things we don't need with money we don't have to impress people we don't like.” ― // [|Dave Ramsey]

**Cultural artefact:** Image retrieved from []

The picture above is showing a group of girls from a scene of Gossip Girl. Jenny Humphrey (second from right) is striving to be one of the gang by dressing to school in bright tights, patterned socks, headband and carrying a designer bag just like the other girls.

** Public Health Issue: ** Generation Y has been reported to be more materialistic and individualistic than Generation X. Can their materialistic and individualistic mentality be the cause of the rising health problems such as work-related stress, body image dissatisfaction, eating disorder and musculoskeletal disorder? Some researchers have provided possible explanations of why Generation Y’s over ambitious and excessive consumption mentality have affected their health. Statistics from National Survey of Young Australians and State Government of Victoria have also found strong evidences such as body image being one of the top five issues that young Australians are concerned about and increasing number of people are suffering from work-related stress and musculoskeletal disorder (Mission Australia, 2011).

** Literature review: ** The gap between generation X and generation Y is constantly growing and the older generation is finding it hard to engage with young people due to their differences. Age is not the only factor that makes young people so different to the other generations because if it were, teenagers a generation ago would think and behave the same as teenagers nowadays (McCrindle, 2011). But rather than defining generation Y by age, many have defined generation Y based on their characterized behavior and lifestyle. They are young, technology savvy, well informed and ultimately poised to become the next great luxury influential consumers (Schmitt, 2008). According to research by The National Consumer Council’s, vast majority of today’s children (80%) enjoy shopping and care a lot about their possessions. When deciding to accept a job, many have high expectations for salary, lifestyle, and technology because of how they are treated by their parents and society. This generation has seen their parents get rewards from hard work such as houses, cars and material wealth and they were also grown up in an even more media-saturated, brand conscious society than their parents. Nearly half of 10-12 year olds think that brand is important when they buy because they are aware of the value and quality of the products, but they are not as brand loyal as previous generations (Johnson, 2007). Moreover, they are extremely aware of fashion trends and what is currently “in”. Many advertisers are targeting generation Y, generation that has 11% more buying power than the generation X according to media agency OMD (Lafayette, 2011).

They are also becoming an economic force; Australian federal government has estimated that Gen Y consumers are worth in excess $4 billion to the Australian economy each year (Griffin, 2006).Furthermore, according to YouthSCAN survey in 2001, the average gen Y teenager makes $118 per week and 87.7% of all working age gen Y is in employment. This shows us that they have disposable income to satisfy their desires. Even though they are young, research by Draft FCB stated that they could afford high-dollar products because they can rely on friends and family to help them financially (Schmitt, 2008). Generation Y have short attention span and lose interest fast with products they spent on. Because of their fickle attitude, companies are constantly trying to come up with the latest, newest, fastest and best products for them (Schmitt, 2008). It is important for companies to listen to them and be aware of how their minds works because they are the next big group of buyers’ marketers need to cater to. Generation Y is socially conscious and grew up with social network sites for ongoing relationship maintenance and feedback (Schmitt, 2008). Therefore, companies are now trying to get their customers contact information and using social media such as twitter and facebook to listen to the customers’ conversation and issues that need to be addressed. If not, customers will change to other brand that does listen to them (Schmitt, 2008). Companies must constantly strive for improvement and its image to keep their customers.

Nevertheless, they may be the most consumer-obsessed generation but they are also concerned about major current issues such as the environment and the man’s effect. According to a recent study by USA Today calculated that they are becoming more environmentally aware and nearly 70% considers a company’s social and environmental commitment when deciding to buy. Moreover, people with disposable income are willing to spend a little more to buy eco-friendly products (Griffin, 2006). Asides from being a consumerism generation, many have also described generation Y as a generation that is a more individualistic than generation X. This is not in the sense of excessive and selfish individualism; but the development of a greater sense of empowerment and confidence. They come from an era with little job security, intense competition and making profit mentality, people of Generation Y is simply a resemblance of their times (Alan, 2007). Generation Y is largely children of working parents that have established careers and awareness of the importance of child protection. Their parents raised them by giving them stronger confidence and encouraging participation (Schmitt, 2008). Together these factors have fostered a number of distinguishable attitudes and characteristics from the generation X.

Firstly, they are considered more optimistic than generation X. They have gone through critical events such as September 11 and the Bali Bombings with optimism. Society and parents have treated them as individuals from a young age and they contributed their opinions into any decision made for them. In their society, the goals of individuals are valued more highly than the goals of the group. Despite their reputation as fickle individuals, they are highly educated and ambitious (Alan, 2007). A study by Chartered Management Institute calculated that 74% of Generation Yers believe that their future success depends on their skills and suggested that they would be attracted to employers offering good training to learn new skills. This shows that they recognize that they are hired and promoted largely based on individual achievement and qualifications.

Yet at the same time, working long hours can discourage them. According to Australian Lifestyles Survey in 2001, 57% of Generation Y state that “never being bored” is the highest importance to them. They desire fun, quality friendships, fulfilling purposes and spiritual meaning. They are increasingly voicing their opinions about the environment, social issues and human rights. This is consistent with report of an increase number of young people participating in volunteering activities by Australian Bureau of Statistics which found that in 2006, 5.2 million people aged 18 years and over participated in voluntary work at least once in the previous 12 months and 3.1 millions of them were volunteers who worked once per fortnight for one or more organisations. Through their contribution to organisations, they are increasingly recognising the importance of building social networks, shared values and social cohesion (Australian Bureau of Statistics, 2011).

Generation Y also grew up with a different set of social values. They grew up knowing no barriers, have a healthy level of confidence and self-esteem (Schmitt, 2008). For example, women are no longer seen as an inferior sex. Australian Bureau of Statistics has found that the number of women who were employed increased in every age group between 1979 and 2004 due to changing social attitudes. More women now have higher education qualifications because they believe education can enhance their career and wages. Moreover, work also provided them social interaction and job satisfaction (Australian Bureau of Statistics, 2011).

** Cultural and Social analysis: ** Jean-Jacques Rousseau, a Swiss philosopher born on June 28 1972, once said “Man is born free, and everywhere he is in chains”. He believed that man was naturally good but becomes corrupted by the influence of human society. His theory can be applied to Generation Y, generation that has always been encouraged to pursue happiness and follow their dreams by their parents. They have been known to want more freedom in opinions and behaviours (McCrindle, 2011). However, are really striving for freedom? How many of them owns Ipods, mobile phones and follows what we see in the magazine? Most of us are buying unnecessary things we don’t need just to conform to society.

Companies and advertisers relentlessly target the emerging new shopping generation, which can make them experience stress from the excessive commercial marketing. As they become more brand aware and less satisfied with what they have spent, they feel compelled to have the latest items (Mayo, 2005). Their tendency of excessive reassurance from other people is predicted to cause stress. The criticisms they get from friends and peer rejections also overtime deteriorate friendship (Flynn, 2011). Moreover, the concept of ideal body image portrayed by advertisers is usually unrealistic, unhealthy and difficult to attain (Derenne & Beresin, 2006). According to National Survey by Young Australians, from 2007 until 2010 body image stayed as one of the top five issues that young Australians are concerned about (Mission Australia, 2011). This shows that most Generation Y consumers experience feelings of inadequacy as a result of the “ideal” body image promoted by advertisers. The misconception of beautiful has also increased the prevalence of eating disorders in particular anorexia nervosa and bulimia nervosa. This is supported by a study by Flinders University, whereby there is an increasing prevalence of eating disorders in South Australia from 1995 to 2005: 4.7% to 11%. As a result of irresponsible advertising, young people are becoming unhappier and therefore protections for them are needed. It is vital for companies to be honest about their products and services, treat people with respect, restrict the use of inappropriate advertising and set strict rules for marketing products that are bad (Mayo, 2005).

Moreover, Generation Y’s ambitious attitude has caused work-related stress to rise. They are working where work demands of various types and combinations exceed their capabilities (State Government of Victoria, 2010). Work-related stress is a growing problem in Australia and worldwide, that affects not only health and well being but also the productivity of the employees. It has become the second most common compensated illness after musculoskeletal disorder (State Government of Victoria, 2010). Back pain, a musculoskeletal disorder is also closely related to stress. One of the side effects of stress is muscle tension which over time can lead to fatigue, stiffness and localised pain. Additionally, working long hours result in lack of exercise and poor posture, which over a period of time can cause back pain (State Government of Victoria, 2010). Women in particular who continue to carry greater responsibility place them under increased stress and musculoskeletal disorder (Australian Bureau of Statistics, 2011). Therefore, it is important for Generation Y to stay active and exercise regularly to improve posture and increase muscle support of the spine (State Government of Victoria, 2010).

** Analysis of the artefact and my learning reflection: ** The television series Gossip girl is extremely popular among young people. One of the main characters, Jenny Humphrey goes to an elite private school and has an ambition to be a fashion designer. In school, she mostly dressed like the other girls and struggled to fit in. At the same time this series glorifies materialism and excess. This artefact resembles the lives of Generation Y that is becoming more materialistic and educated. They have seen their parents with established careers get material possessions as rewards. Because of this they are becoming more brand aware and constantly seeking for a better job so they can afford to buy expensive things. However, this generation constantly seek acceptance and assurance from other people. Consequently more people are suffering from body image dissatisfaction because the media, which is a big part of their life, continuously portrays the ‘ideal’ thin body image that is unrealistic and shows fashion trends that is hard to keep up. Evidently their attitudes and behaviour have impacted them not only positively but also negatively. Therefore I feel that relevant authorities and we have responsibility to redress the health issues Gen Y’s is facing.

** My discussions: ** Topic: The technological citizen Comment: You've wrote an extensive article about how our citizen has become revolutionized by all the advanced technologies. It is interesting that you did not only mentioned how humans are affected by technologies but you also mentioned how the earth is negatively affected and deteriorating by the harmful chemicals by all the advanced machinery and equipments. Asides from that, it is true that more people are addicted to Internet. A while ago, I came across an news article about the first rehab center for internet addiction that opened in U.S. This shows us that, internet addiction does indeed exist just like drug addiction.

Topic: Each time you sleep with someone, you're sleeping with his past Comment: I find that your topic really reflects your whole article. Generation Y needs to be more careful when they decide to sleep with someone because as you've mentioned sexually transmitted diseases are an increasingly common occurrence among Generation Y. Moreover, viral STI is not a curable infection but can be easily preventable through safe sex. I agree that our media culture bombards kids with unhealthy sexual messages and more over young people look up to what they see on magazines and television. Therefore, these factors can contribute to unsafe sexual activity. Generation Y is also turning away from religion, a study by Monash University, the Australian Catholic University and the Christian Research Association found that less than half young Australian believe in God. This study coincides with your article, more Generation Y perceives sex as something pleasurable than something sacred.

** References: **

Alan, J. (2007). Understanding Generation Y. //Manufacturers’ Monthly. 14.// 14. Doi: 196939421.

Australian Bureau of Statistics. (2011). Muscoskeletal conditions in Australia. Retrieved from []

Derenne, J.L & Beresin, E.V. (2006). Body Image, Media & Eating Disorders. //Academic Psychiatry,// 30, 257-261. doi: 10.1176/appi.ap.30.3.257

Flynn, M. (2011). Stress Generation and Adolescent Depression. //Journal of Abnormal Child Psychology. 39.// 1187-1198. DOI: 10.1007/s10802-011-9527-1

Griffin, C. (2006). Millennial Responsibility. //Sports One Source.// 39(12). Retrived from [|http://gateway.library.qut.edu.au/login?url=http://search.ebscohost.com/l ogin.aspx?direct=true&db=bsh&AN=23595814&site=ehost-live]

Johnson, A. (2007). Understanding generation Y. // Manufacturers' Monthly. // 14. Retrieved from []

Lafayette, J. (2011). Marketers Targeting Generation of Millennials. //Broadcasting &Cable. 141//(15). 28. Retrieved from [|http://gateway.library.qut.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bsh&AN=60147534&site=ehost-live]

Mayo, E. (2005). Shopping generation. //Young Consumers: Insight and Ideas for Responsible Marketers//, //6//(4), 43 – 49. Doi:10.1108/17473610510701296

McCrindle, M. (2011). Understanding Generation Y. Retrieved from: [|http://www.learningtolearn.sa.edu.au/colleagues/files/links/understandinggeny.pdf]

Mission Australia. (2011). Body image and environment of greatest concern to young Australians. Retrived from [|http://www.missionaustralia.com.au/news/2493-body-image-and-environment-of-greatest-concern-to-young-australians]

Nimon, S. (2007). Generation Y and Higher Education: The Other Y2K. Journal of Institutional Research. 13(1). 24-41. Retrieved from [|http://www.aair.org.au/app/webroot/media/pdf/JIR/Journal%20of%20Ins titutional%20Research%20in%20Australasia%20and%20JIR/Volume%2013,%20No.%201%20November%202007/GenY.pdf]

Schmitt, G. (2008). MILLENNIAL GENERATION. //Dealernews//, //44//(10), 66. Retrieved from [|http://gateway.library.qut.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bsh&AN=34795485&site=ehost-live]

State Government of Victoria. (2010). Back Pain. Retrieved from [|http://www.betterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/Back_painopen]

State of Government of Victoria. (2010). Work-related Stress. Retrieved from [|http://www.betterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/Work-related_stress]

University of Minnesota. (2011). Youth Development. Retrieved from []