Gen+Y+-+The+Unique+Generation

NAME: Jillanne Rau STUDENT NUMBER: 01596829 TUTOR'S NAME: Ms Abbey Diaz

** ASSESSMENT PIECE THREE ** ** GEN Y – THE UNIQUE GENERATION ** // How healthy is Gen Y? What are the key public health issues facing this generation, and what are the driving social and cultural forces behind these issues? // ** CULTURAL ARTEFACT **



Image retrieved from http://www.unwiredview.com/2011/02/15/iphone-5-now-rumored-to-feature-a-4-inch-display-a5-dual-core-processor/

The cultural artefact chosen is the modern day mobile phone which is a symbol for the technological sophistication that Generation Y (Ys) have enjoyed from a young age. The capacity of the modern mobile phone goes far beyond basic communication to the ability to complete tasks ranging from planning a menu to shopping (Antony, 2007). The image posted above, while done in jest, is an example of the sheer vastness of technological expansion and the endless possibilities it opens up.

While there are a variety of influences which have influenced Ys, technology has had the strongest impact is so defining Generation Y that it has shaped and influenced this generational group so it is like no other generation preceding it, particularly Generation X (Xs). The unique attributes and behaviours of Ys and the unpredictable climate they experience as they progress through adulthood results in the group possessing specific needs with respect to their health. This essay will outline the social, cultural, economic and technological factors which have shaped and moulded Generation Y and discuss the implications that technology in particular has for the physical, social and mental health of this cohort. It will be argued that a re-evaluation is needed in Australia of health policy and delivery of health services so that Ys do not continue to be vulnerable to social, economic and technological forces and their specific health needs are met.

While there is no agreement on dates in the literature, several Australian literature items report people born between 1978 and 1994 are classified as Ys, while those born after 1995 form generation Z. Y’s predecessors Xs were born between 1961-1977(McAllister, 2006; Queensland Tourism Industry Council, 2007; Sheahan, 2005). Generation Y have been the first truly global generation owing to the emergence of the internet, cable television and more recently social networking (Huntley, 2006, Queensland Tourism Industry Council, 2007). The majority of Ys have never known an adolescent or adult life without constant access to mobile phones, internet and email. 9/10 Australian families have an internet connection and ¾ have a broadband connection (Australian Government Office for Youth, 2010). Ys are ‘Digital Natives’ who largely produce digital content as well as consume it. People under 25 years of age are by far the largest users of the internet (White & Wyn, 2008). McMillan found in her qualitative study that Ys felt defined by the internet. She quotes one of her subjects, “The internet filled a void that we did not know we had” (2006, p. 16). Na’Desh’s American study revealed that Generation Y has emerged as a generation which will impact the world more than any other generation and this power that Ys possess largely stems from the concurrent impact technology has had.The internet has enabled Generation Y to expand social interactions and generate socially and ethnically diverse communities (2008).

Australian Ys possess equal potential to make their mark in history. In 2006 the group represented 20% of the Australian working population with this set to double by 2012 (Queensland Tourism Industry Council, 2007). With such large numbers entering the workforce it is still unknown how Generation Y will shape the Australian social, economic, political and cultural environment. What is obvious is that this generation is unique and potentially vulnerable if a greater understanding of this cohort is not sought. McMillan’s study revealed that generation y is at risk of being isolated as other generations do not understand the possibilities of interactive technology (2006). Tooker found adults were responsible for generational gaps not kids (2006).

This immersion in digital technologies not only has the potential to create generational gaps and conflict in the workplace, it also has a number of health implications for Ys. ¼ young people aged between 16-24 are suffering a mental disorder and 1/3 report moderate amounts of psychological distress (Australian Government Office for Youth, 2010). Suicide was still the leading cause of death amongst Australian 15-24 year olds in 2007, however rates in the age group dropped by 48% in the 10 years prior (Australian Government Office for Youth, 2010). 51% of teenage girls in Australia reported sending a ‘sex message’ due to pressure from a boy (Powell, 2010). 1/5 young Australians have experienced cyber bullying and 47% victims have also been bullied in person by the same perpetrator. This relatively recent mode of bullying has been associated with poor self- esteem, poor attendance and performance at school, psychological trauma, suicidal thoughts and self- harm (Commission for Children and Young People and Child Guardian, 2010). It seems technology has allowed yet another opportunity for harassment to occur, a harassment which is more guileful and harder for parents, educators and employers to monitor because of the anonymity and deviousness of the computer and mobile phone users. The issue of cyber bullying alone highlights the fact that Generation Y faces unique health issues compared to other generations. Previous generations did not have to deal with the complexities of online safety due to the absence of advanced telecommunication technology.

A vast array of technological forms of entertainment has negatively affected the physical health of Ys. Ys were the first group to grow up spending much of their time indoors largely due to technological entertainment and fears for their safety if they were to play unsupervised (Huntley, 2006). The sedentary lifestyle that has been adopted by so many Ys coupled with constant exposure to consumer marketing and the availability of fast food, has contributed to the rising obesity epidemic (Kouris-Blasoz, 2011). The percentage of overweight or obese young people almost doubled from 11% in 1985 to 21% in 1999. In Queensland in 2008 this figure was 26.9% (Commission for Children and Young People and Child Guardian, 2010).

The studies conducted on this issue thus far are somewhat limited as Generation Y is still evolving so ability to track long term behaviours is restricted. In Na’Desh’s study on the impact of Generation Y on workplace organisations, only those from other generations were interviewed. In Bolton’s large study of over 2000 subjects from four generations, self-reporting questionnaires were completed on generational membership and career motivation, however only full time employees participated (2009). As 40% of Generation Y are employed on a casual basis (Huntley, 2006), this is a limiting factor of this study. Additionally debate still lingers on the concept of generation and most studies have found major differences and similarities within generational cohorts so concrete conclusions are difficult to draw. Nevertheless the statistics and studies presented above confirm that Generation Y is a unique group who face numerous challenges and an environment of uncertainty more than any other generational group.

Sociologist Anthony Giddens refers to social identity as being liquid for contemporary generations. For this cohort the world is full of challenge, uncertainty and endless choice because of a lack of guidance. Giddens highlights the traditional boundaries that previous generations have been directed by such as organised religion, the nuclear family and job security. Such social institutions have deteoriated in modern society so they have had to look elsewhere for identity formation and self- construct it (Powell, 2010). Indeed technology has impacted identity formation for Ys so it is interchangeable. McMillan argued that technology so defines Generation Y that those who don’t have access to it run the risk of being alienated (2006).

Giddens uses the term ‘ontological insecruity’ to describe the discontinuity and lack of life structure that modern societies are faced with. He argues that the human psyche is a fragile one and forging ahead on an unpredictable life course without the confines of tradition exposes one to ‘high consequence risks’ (Gross & Simmons, 2002). According to Giddens, compulsive and destructive behaviours of young people such as eating disorders, sex promiscuity, alcohol and drug abuse are inevitable as they represent a defence mechanism. Such addictive behaviours could even provide its own sense of security in an un-autonomous environment which produces anxiety (Gross & Simmons, 2002).

Indeed Generation Y’s upbringing has been immersed in a culture of ‘de-traditionalisation’ (Gross & Simmons, 2002). ¼ of all Ys in Australia have grown up in single parent households, 40% are employed on a casual basis (Huntley, 2006) and will average over 25 jobs in their lifetime (McAllister, 2006). 48% have reported they do not believe home ownership will be achievable in their lifetime (Queensland Tourism Industry Council, 2007). It has been estimated that median house prices in Australia would need to be $150 000 lower if Generation Y are to have the same access to home ownership as the Baby Boomers (Australian Housing Urban Research Institute, 2007). Additional forces which contribute to the uniqueness of Generation Y is the fact that they have been the first to experience on a mass scale the working mum trend, ¾ were raised in households where the female was involved in paid employment (Huntley, 2006). This exposure to stressful daily routines and gender inequities in the home has resulted in Ys placing more value on their quality of life and achieving a work-life balance (Queensland Tourism Industry Council, 2007).

Generation Y’s immersion in technology and the potential information overload on the internet places great pressure on their skills to critically evaluate the information they consume and discard inappropriate material (McMillan, 2006). The National Strategy for Young Australians addresses the inadequacy of parental and individual education about online safety and announced in 2010 an investment of $2.2 billion to the Digital Education Revolution to prepare young people and their families for living in a digital world (Australian Government Office for Youth, 2010). While this is an excellent initiative, is it too little too late for the bulk of Generation Y? In 2011 the majority of Ys will have entered adulthood and thus have already passed through their most vulnerable stage and may not benefit from the training which targets young people and their families. Such delays in appropriate training highlight the failure to prepare Generation Y for a technologically driven uncertain world. This may be a large contributor to the alarming mental health statistics presented earlier in this essay.

The Australian Government in their publication The National Strategy for Young Australians, accepted that specific health issues are not being addressed and young people in Australia have expressed difficulty in accessing information, health resources and community services. Further indications from the community are that while people are aware of young people’s health issues they find it challenging to communicate with them (Australian Government Office for Youth, 2010). Nevertheless some progress has been made. The $127 million invested through the National Suicide Prevention Program (Australian Government Office for Youth, 2010) has clearly had a positive impact on declining suicide rates. Additionally it could be deduced that decline in suicide rates for 15-24 year olds could also be partially attributed to the deliverance of two excellent web based counselling sites - Beyond Blue and Reach Out. The Reach Out website was launched in March 1998 (Inspire Foundation, 2011), while the Beyond Blue website was created in October 2000 (Young, 2007). Unfortunately the oldest Ys would have already aged in their early 20s when such online mental health help became available. It is tragic to think about how many young lives were lost to suicide that could have perhaps been prevented if appropriate, web based help was available earlier. Thus it is evident that further measures need to be implemented to reorient health services which cater for the unique behaviours, consumption patterns and communication methods of modern generations and provide training for health service providers from other generations so they can better deliver health services.

Perhaps the most effective way to do this would be to involve Ys and encourage their input into the restructuring of health services and training of providers. The government has made a positive step in announcing a series of $20 000 grants for young people to design their own websites to create online community youth spaces (Australian Government Office for Youth, 2010). In one large American study, 2/3 of 15-24 year olds regularly sought health information from the internet (Lau, 2002). Organisations such as Sports Medicine Australia (SMA) have accepted that their future rides on their ability to ‘involve and engage’ with Generation Y. Their Australia on the Move campaign is an online social networking initiative to encourage young people to engage in physical activity. “The project highlights the need to use evolving and to date unconventional methods to capture an audience which is not likely to respond to traditional mediums” (Marino, 2010, p.3).

The above recent initiatives are positive measures which recognise the distinctive behaviours of contemporary generations and the need to start catering for them. Unfortunately the unprecedented immersion in digital technologies and the profound change this brought to lives of Generation Y has surged faster and far beyond the abilities of other generations to adequately respond to it. It is important that measures are taken to continue to closely support Ys through adulthood as much of the guidance they received through childhood and adolescence may have been inappropriate or not delivered effectively. In December 2009 the Australian Government explained when announcing the impending National Health Reform Plans, “Young People’s health and wellbeing, whether physical, emotional or mental, is a critical factor in their later life outcomes” (Australian Government Office for Youth, 2010, p.13). It remains too early to know whether the later life outcomes of Generation Y have been negatively affected from shortfalls in their health and wellbeing during their youth.

The modern mobile phone and Generation Y are synonymous, it is an icon for Ys and means far more than a phone. According to Demographer Bernard Salt a phone is, “a personal accessory, a personal communications device and a personal entertainment centre” (Huntley, 2006, p.16). For previous generations, a phone may be just a device to perform basic communications, however for Generation Y it symbolises freedom, flexibility and reflects your personality (Huntley, 2006). The mobile phone represents the mind set of Ys and how their preferred communication methods are instinctive, specialised and varied. The constant advances in sophistication of the mobile phone go hand in hand with the unique nature of Ys, their sophisticated communication techniques and their consequent health needs. One continues to evolve alongside the other.

Research on this topic has allowed an improved understanding of Generation Y and their behaviours. In the past I have been guilty of dismissing the behaviours of Ys as indulgent, fickle, impersonal, socially inept and demanding, however now I have a greater appreciation of the forces behind this generational group. This essay has highlighted to me just how precarious and uncertain a world Ys have grown up in, the fact that they have emerged with defining characteristics of confidence and optimism amidst such challenges is commendable. Researching this essay has established for me as a future health care provider, the importance of understanding the social, cultural, economic and political forces behind health issues and constantly re-evaluating my approach to ensure I deliver my service in the most effective way.

** REFERENCES ** Antony, B. (2007). Phone face-off. //Billboard, 119//(37), 30-30. Retrieved from @http://search.proquest.com/docview/227230276?accountid=13380

Australian Government Office for Youth. (2010). National Strategy for Young Australians. Retrieved from Australian Government Office for Youth website www.youth.gov.au

Australian Housing and Urban Research Institute. (2007). //Affordability and access to home ownership: past, present and future?// Retreived from Australian Housing and Urban Research Institute website www.ahuri.edu.au

Bolton, S. (2010). Career Motivation Theory: Generational Differences and Their Impact on Organizations (Doctoral Dissertation). Retrieved from ProQuest Dissertations and Theses Database. (9781109637359)

Commission for Young People and Child Guardian. (2010). Snapshot 2010 Children and Young People in Queensland. Brisbane: Commission for Young People and Child Guardian.

Gross, N. & Simmons, S. (2002). Intimacy as a Double-Edged Phenomenon? An Empirical Test of Giddens. //Social Forces//, 81(2), 531-555. Doi: 10.1353/sof.2003.0011

Huntley, R. (2006). The World According to Y: inside the new adult generation. Crows Nest NSW: Allen & Unwin.

Inspire Foundation. (2011). Reach Out Story. Retrieved from [|www.ReachOut.com]

Kouris-Blazos, A. (2011). Overweight and obesity. In M. Wahlqvist (Ed.), //Food & Nutrition – Food and Health Systems in Australia and New Zealand//. //3rd ed// (pp521-564). Crows Nest: Allen & Unwin.

Lau, D. (2002). Gen Y looks to net for health info. //School Library Journal//, Winter 2002, 4.

Marino, N. (2010). Gen Why? //Sport Health//, 28(1), 1-3.

McAllister, M. (2006). Gen Y. //In Cite//, 27(10), 16. Retrieved from www.ebscohost.com

McMillan, S. (2006). Coming of Age With the Internet: A Qualitative Exploration of How the Internet Has Become an Integral Part of Young People's Lives//.// //New media & society//, 8 (1) , 73-95. doi: 10.1177/1461444806059871

Na’Desh, N. (2008). Grown Up Digital: Gen-Y Implications for Organizations. Retrieved from ProQuest Dissertations and Theses Database. ( 9780549762621)

Powell, A. (2010). Sex Power and Consent: Youth Culture and the Unwritten Rules [EBL Version]. Retrieved from http://www.qut.eblib.com.au.ezp01.library.qut.edu.au/patron/FullRecord.aspx?p=542878&userid=WqD8YeS%2fAEP%2fBPvxHTqEsA%3d%3d&tstamp=1319594387&id=60F91B1D780AEA3CC4992B072E01E91817F8F5D2

Queensland Tourism Industry Council, (2007). Generation Y Profile. Retrieved from Queensland Tourism Industry Council website www.qtic.com.au

Sheahan, P. (2005). //Generation Y: Thriving and surviving with Generation Y at work//. Prahran, Victoria: Hardie Grant Books.

Tooker, J. (2006). The Next Greatest Generation? //Leadership for Student Activities//, 34(5), 19.

White, R. & Wyn, J. (2008). Youth & Society. Victoria: Oxford University Press.

Young, L. (2007). Our history. Retrieved from [|www.beyondblue.org.au]

** LEARNING ENGAGEMENT AND REFLECTION TASK **
 * Below are copies of the reflective comment I left on two people’s wiki pages. **

I think your choice of cultural artefact is a really appropriate one with a fitting title, "I was born this way". I have studied the gen y topic myself and have given the concept of generation much thought as I was born just within the cutoff of gen x. According to some dates if I was born just 10 days later I would be considered gen y. I personally though don't feel in any way similar to gen y and don't feel I share most of their characteristics. So I guess I was just born that way!
 * Appropriate title **

I agree whole totally. As a sports fan and former PE Teacher for 10 years, I get so frustrated when I see how females and female athletes are portrayed in the media. It is not just their athletic performance that comes under scrutiny but also their looks and image. So essentially female athletes have a double battle: 1) To compete with male sport and attract recognition in the media at all for their performances 2) To attract media attention for the right reasons ie. for their athletic performance as opposed to their looks and image. It's high time women start having some input in sporting media circles.
 * Female athletes double battle **