Societal+Changes+within+Gen+Y-+Are+Consumerism+and+Individualism+Sources+of+Empowerment+or+Precursors+to+Poor+Mental+Health

 Name: Samantha Willock Student Number: 08092095 Tutor: Emily Mann

**//“ They are not motivated by the same pressures that faced their parents. Four out of 10 Australian Gen Ys do not believe they will own a house. It doesn't seem to worry them: they are great consumers, like to eat out and spend on luxury items… Having grown up in a media saturated, brand-conscious world, they respond differently to advertising.” Brian Patterson, 2011 //** __ARTEFACT__ media type="youtube" key="CmLA5B9CIpo?version=3" height="360" width="640" align="center"

This is an advertisement for the Apple Iphone. It is an advertisement that is aired within many countries, with the voice-over changed to suit. With cheerful music displayed in the background, the advertisement describes all the functions of an Iphone, and explains that these functions are only available within the apple network. The iphone Is the only thing displayed on the screen whilst someone is flicking through the applications and programs on the phone. This advertisement began the catch phrase now known worldwide, “If you don’t have an iphone, you don’t have an iphone” = =

__PUBLIC HEALTH ISSUE__ Mental health within youth is a significant issue within public health. The Australian Bureau of Statistics (2011) reported that in 2007, approximately 26% of youths aged 16-24 were dealing with a mental health disorder. The largest prevalence of mental health disorders within this 26% was anxiety disorders, followed by substance use disorders and affective disorders. Of all youths suffering from mental health disorders, only 23% accessed mental health services within the year previous to the study. Many factors within the modern environment can produce harmful effects to the mental health of youths and this needs to be acknowledged. Although mental health is accepted much more than it was in the past, there is still a substantial amount of stigma attached. A greater understanding of the internal and external factors affecting the mental health of youths could potentially reduce this stigma. __ LITERATURE REVIEW __   Generation Y are those born approximately between the years 1976-1994. They are often described as the independent, individualistic and optimistic generation. Gen Y’s are often branded as having many negative traits such as materialism, and being extremely image-conscious and ego driven. Often acknowledged to seek more autonomy, gen Y’s are said to want things done their way and to stand out from the crowd. On the other hand, standing out too much, is just considered wrong to many gen Y’s. Although gen y’s display a want for individualism, there also seems to be an underlying driving need to conform in order to fit into certain social circles. This is often displayed in the way that they dress, the things that they own, and the way they spend their free time. These things are greatly influenced by advertising.  Our modern world is driven by advertising. Advertising appears to be everywhere you look, from a simple coca cola billboard, to celebrities sporting a Vera Wang dress on the red carpet. Due to this, acquiring knowledge about the newest products of today seems inescapable. With knowledge of these products comes a want for these products. Studies show “gen Y young adults in the 19 to 25 year age group have a purchasing power of $200 billion which is double what it was for Gen X consumers” (Gardyn, 2002). Due to this countless products are targeted specifically at gen Y.  Many gen Y’s thrive on being envied, being the centre of attention, and the one talked about. This is where the use of certain products such as clothes, cars and even purchasing one’s first house can all have social implications attached. Many studies show that Gen Y’s are very concerned with money, and the perfect lifestyle. Studies even go as far to show that Gen Y’s rated their career of top importance, compared to every other generation who voted health of top importance (Hays Accountancy and Finance, 2006). Further studies report that Generation Y, place pay as the top motivator to achieving their life priorities (Corporate Leadership Council, 2004). It begs to question, has materialism become the ultimate partner in crime to obtain social success? Is the pressure to obtain the newest products and keep up with today’s demands of modern society affecting the mental health of Generation Y?  Mental Health is defined as “a state of well-being in which the individual realizes his or her own abilities, can cope with the normal stresses of life, can work productively and fruitfully, and is able to make a contribution to his or her community”(WHO,2011). As stated previously in 2007, approximately 26% of youths aged 16-24 were dealing with a mental health disorder (ABS, 2007). With over one quarter of youths suffering from a mental health disorder, It is clear there must be significant reasons for why these mental health disorders are occurring.  Social pressures have a definite contribution to the mental health of youths in today’s environment. Making the right decision about what is going to be considered socially acceptable or cool is a huge decision that gen Y’s face every day. These decisions are influenced by numerous factors such as peers, families and particularly advertising. Television, which sources most of its income from advertising, is watched by Gen Y’s approximately 4 hours more a day than their parents did at the same age (Wolburg & Pokrywczynski, 2001). Television provides one of the major sources of information. Advertisements appear practically every 3 minutes, aiming many products at youths, enhancing these products to be the hottest must-have accessory. Advertisers know that many gen Y’s use these products enhance their social status. Durvasula and Lysonski (2008, p. 231) say “Material possessions then become a way of “showing off” personal achievement.”  Another social decision gen Y’s are faced with is whether or not they want to partake in drinking alcohol in certain situations. Although Australia is said to have an individualistic culture, there also seems to be a hint of collectivism when describing the typical ‘real’ Australian as one who consumes alcohol on a regular basis. Australian society potentially contributes to the mental health of gen Y by glamorising alcohol. Alcohol is ingrained in our society and drinking is seen as a cultural norm. In Australia, there are many attitudes linked with alcohol that will describe a person as a “weak” or abnormal if they refuse a drink offer. Alcohol consumption is increasing, as is the prevalence of alcohol consumption, with Gen Y’s most likely to drink at a risky to high risk level. People who drank within these levels showed a high to very high amount of psychological distress, compared with people who drink within lower risk levels (ABS, 2006). Alcohol is not only a contributor to psychological distress but contributes considerably to depression. Studies show that Alcohol is the number one substance used by adolescents, (Substance Abuse and Mental Health Services Administration, as cited in Ringwalt,2006) with alcohol use disorder being the most prevalent psychiatric disorder amongst adolescents (Journal of the American Academy of Child and Adolescent Psychiatry, as cited in Ringwalt,2006). Another factor contributing to the mental health of Gen Y is changes in family structure. Compared to previous generations, gen Y experienced a much different family structure than that of the typical family structure of Gen X and Baby Boomers. This involved increased divorce rates and more single parent families. According to the Australian Bureau of statistics (2010); 1/3 of Australian marriages end in divorce. Growing up in family structures such as these can potentially affect the mental health and wellbeing of the children involved. <span style="font-family: Arial,Helvetica,sans-serif; font-size: 140%;"> A study completed in 2003, discovered that children who experienced their parent’s divorce before the age of 7 had a higher lifetime risk of depression (Gilman, Kawachi, Fitzmaurice & Buka, 2003). Further studies show that children growing up in single parent families are twice as likely to have mental health problems, compared to children growing up with married parents (Batty, 2006). Numerous studies have indicated that parental support hugely affects the mental health of youths, with lack of support leading to lower overall life satisfaction (Suedo and Hubener, 2006). It is often harder to obtain support from both parents within divorced families. This is most likely due to different living arrangements, as often one parent will move out.

<span style="color: #ff0600; display: block; font-family: 'Lucida Console',Monaco,monospace; font-size: 31px; text-align: center; text-decoration: line-through; vertical-align: super;">__CULTURAL AND SOCIAL ANAYLISIS__ <span style="font-family: Arial,Helvetica,sans-serif; font-size: 140%;">Generation Y have been described many times as the individualistic generation. This could be due to the drive to succeed, a quality that many gen Y’s possess. Although, in competition to succeed, are gen Y’s in fact acting like collectivists due to underlying traits of consumerism? Rugimbana (p. 305, 2006) says“…individualism and collectivism as constructs are separate poles and can coexist within the same individual thus accounting for the bi-cultural nature of consumers and their capability to change orientations as expressed by their behaviour patterns to suit particular situations.” One explanation for this consumption could be described by “achievement vanity”. Achievement vanity is vanity that comes from ones achievements or acquirements. As mentioned in the literature review, many gen Y’s believe acquiring certain products can enhance their social status. To acquire these products many youths engage in excessive shopping and compulsive buying. However, these types of behaviours have been linked with increased anxiety, low self-esteem and depression (Durvasula &Lysonski, 2007). <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;">Globalisation could be partly at blame for the attitudes gen Y’s possess today. Globalisation, which has been described as “worldwide integration and development” (dictionary.com, 2011), has changed the way societies and cultures interact by combining many beliefs, attitudes and customs. Globalisation has become extremely predominant with technology allowing faster access to more information within many countries. This spread of information allows for access to the latest products, fashions, trends within one click of a button. Globalisation and media are heavily linked in that respect. With the media throwing products and idea’s at Gen Y’s by the minute, it is no wonder that they have grown up to be such immense consumers with similar purchasing patterns. Along with media, globalization has enabled goods to be transported from country to country within days, making purchasing products extremely simple. <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;">In terms of increased divorce rates and single-parent families, societal changes are the main cause. Globalisation has contributed to change in cultural identities with many people and loss of religion with some. This potentially contributed to the increase in divorce rates, as many weren’t as faithful to their religion. The stigma attached to divorce has decreased considerably, with many people feeling less guilty or ashamed of divorcing their partner. <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;">Mental health within Gen Y is an extremely important issue that needs to be addressed. Despite this, it is a very complex issue, especially when taking into account the specifics of consumerism and individualism. Contributors to depression such as consumerism, individualism, alcohol consumption and divorce rates are things that are difficult to tackle. These factors will most likely continue to be a part of Australian society for many years to come. In saying this, they are all heavily influenced by external factors such as the media, peers and families. Public health professionals could attempt to tackle this issue through early intervention, educational packages and further research.

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;"><span style="color: #ff0600; display: block; font-family: 'Lucida Console',Monaco,monospace; font-size: 31px; text-align: center; text-decoration: line-through; vertical-align: super;">__ANALYSIS AND REVIEW__ <span style="font-family: Arial,Helvetica,sans-serif;">The artefact included is an advertisement by Apple for the Iphone 4. It links globalisation with the consumerist attitudes of gen ys today. Although this advertisement originated as an American advertisement, it has also been adapted to be displayed in many other countries with the voiceover changed to suit, and is shown all over the world. The catchphrase “If you don’t have an Iphone, you don’t have an Iphone” further demonstrates that certain products can enhance your social status. I have seen it first-hand, with two friends arguing who had the better phone and whether the apple (with iOS5) or Samsung (and a number of other brand names using Google's android software) was “cooler”. Having this sort of product could be an example as being affected by “achievement vanity”. <span style="font-family: Arial,Helvetica,sans-serif;">This topic is personally interesting to myself as I am part of generation Y. I have had friends affected by depression at certain times in their life, it and is particularly interesting to understand some factors that can contribute to it. It is quite interesting that generation Y are perceived as the generation that only care about their own success rather than gen X and baby boomers who placed a greater emphasis on health. This brings with it the question "Is it gen Y's values that have contributed to the increase in mental health disorders? Is valuing your career over health in fact detrimental to one's mental health?" It definitely brings into question whether gen Y really //are// self-obsessed consumers due to the media or if it is just the way the media portrays them. Completing this assessment gave me a greater insight into generation Y and the advertising campaigns that are targeted specifically at them. It increased my knowledge and made me aware that depression is quite predominant in gen Y and is a very important public health issue. <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;"> <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;"><span style="color: #ff0600; display: block; font-family: 'Lucida Console',Monaco,monospace; font-size: 31px; text-align: center; text-decoration: line-through; vertical-align: super;">__REFERENCES__ <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;"> <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;">Australian Bureau of Statistics. (2006). Alcohol Consumption in Australia: A Snapshot, 2004-05. Retrieved September 5, 2011 from <span style="font-family: Arial,sans-serif;">[] Australian Bureau of Statistics. (2010). Parental Death or Divorce during Childhood. Retrieved September 3, 2011 from []

<span style="font-family: Arial,sans-serif; font-size: 18px; text-align: left;">Australian Bureau of Statistics. (2007). Mental Health of Young People, 2007. Retrieved September 5, 2011 from [] Batty, D. (2006). Single-parent families double likelihood of child mental illness. Retrieved September 3, 2011 from []

<span style="font-family: Arial,sans-serif; font-size: 18px; text-align: left;">Cetron, M., & Davies, O. (2005). Trends Now Shaping the Future: Economic, Societal, and Environmental Trends. //The Futurist, 39//(2), 27-42. Retrieved from [] Durvasula, S., & Lyonski, S. (2008). A double-edged sword: understanding vanity across cultures. //<span style="font-family: Arial,sans-serif;">Journal of Consumer Marketing, 25 //(4), 230-244. doi:10.1108/07363760810882425] Durvasula, S., & Lyonski, S. (2007). Money Attitudes, Materialism, and Achievement Vanity: An Investigation of Young Chinese Consumers’ Perceptions. //<span style="font-family: Arial,sans-serif;">IIMK, // 497-499//<span style="font-family: Arial,sans-serif;">. // Retrieved from <span style="font-family: Arial,sans-serif;">[] <span style="font-family: Arial,sans-serif; font-size: 18px; text-align: left;">Gilman, S., Kawachi, I., Fitzmaurice, G., & Buka, S. (2003). Family Disruption in Childhood and Risk of Adult Depression. //American Journal of Psychology. 160//(5), 939-946. Retrieved from [|http://ajp.psychiatryonline.org] <span style="font-family: Arial,sans-serif; font-size: 18px; text-align: left;"> Ng, E., Schweitzer, L., & Lyons, S. (2010). New Generation, Great Expectations: A Field Study of the Millennial Generation. //Journal of Business Psychology, 25//, 281-292. doi: 10.1007/s10869-010-9159-4 <span style="font-family: Arial,sans-serif; font-size: 18px; text-align: left;">Patterson, B. (2011). A-Z of Generation Y. Retrieved from September 5, 2011 from [] <span style="font-family: Arial,Helvetica,sans-serif; font-size: 18px; text-align: left;"> Queensland Tourism Industry. (2008). Council Generation Y Profile. Retrieved September 5, 2011 from <span style="font-family: Arial,sans-serif;">[] <span style="font-family: Arial,sans-serif; font-size: 13.5pt;">Rugimbana, R. (2006). Generation Y: How cultural values can be used to predict their choice of electronic financial services. //Journal of Financial Management Services, 11//(4), 301-313. Retrived from [|www.palgrave-journals.com/fsm]

<span style="font-family: Arial,sans-serif; font-size: 13.5pt;">Scheuerman, W. (2010). Globalization. Retrieved September 29, 2011 from [] <span style="font-family: Arial,Helvetica,sans-serif; font-size: 18px; text-align: left;">Suldo, S., & Shaffer, E. (2008). Looking Beyond Psychopathy: The Dual-Model Factor of Mental Health in Youth. //<span style="font-family: Arial,sans-serif;">School Psychology Review, 37 //(1), 52-68. Retrieved from <span style="font-family: Arial,sans-serif;">[] Thisisliving93. (2011). IPhone 4 Ad- If you don't have an IPhone- App Store [Video File]. Retrieved September 8, 2011from [] Wolburg, J., & Pokrywczynski, J. (2001). Psychographic Analysis of Generation Y College Students. //<span style="font-family: Arial,sans-serif;">Journal of Advertising Research //, 33-52. Retrieved from <span style="font-family: Arial,sans-serif;">[] <span style="font-family: Arial,sans-serif; font-size: 18px; text-align: left;">Wu, L., & Ringwalt, C. (2006) Use of Alcohol Treatment and Mental Health Services Among Adolescents With Alcohol Use Disorders. //Psychiatric Services, 57//(1), 84-92. Retrieved from [|http://ps.psychiastryonline.org] <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;"> <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;"> <span style="color: #ff0600; display: block; font-family: 'Lucida Console',Monaco,monospace; font-size: 31px; text-align: center; text-decoration: line-through; vertical-align: super;">__LEARNING ENGAGEMENT AND REFLECTION TASK__ <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;"> <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;">Students page: 'An Ocean Between Us' <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;"> http://healthculturesociety.wikispaces.com/An+Ocean+Between+Us

This is a great cultural artefact to represent the topic you are presenting. At first glance the advertisement appears quite innocent until you take another glance. I definitely agree with you when you say the ad is “new-wave” and I believe for that reason it will capture the attention of many. Whether it is positive or negative attention, any attention drawn to this topic is advantageous, as it will increase awareness on this public health issue. You mentioned a need for more community programs, and I believe this is true but I think they would need to involve not only adults in the community but teens also. There is definitely a need to address sexual health from all cultural aspects. In saying this, it would be very time-consuming and possibly drain resources if trying to address sexual health while being culturally sensitive. I think that sexual education is particularly important within schools and shouldn’t be stopped completely, even within communities that partake in celibacy. <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;"> <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;">Students page: 'Generation Y. Materialistic and Egocentric? The destruction and comparison of mental health issues associated with me, myself and I generation.' <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;"> <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;"> http://healthculturesociety.wikispaces.com/Generation+Y.+Materialistic+and+egocentric%3F+The+deconstruction+and+comparison+of+mental+health+issues+associated+with+a+Me%2C+Myself+and+I+generation.

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 140%; text-align: left;"> Your cultural artefact is a very powerful image to present your public health issue. It is horrifying that images of women clearly suffering from anorexia nervosa would be appealing and envied by others. You mentioned that this image was one that was an “ideal look” but then you later went on to say that many adolescents who were underweight felt insecure about their bodies. I found this a touch confusing and contradicting. In saying that, the media throws thousands of images and ideas to adolescents by the second which could easily create a sense of insecurity no matter what body type one possessed. Media is an extremely powerful tool for education and contributes greatly to forming ideas in society today. This can and should be used to its advantage. Health promotion is a great tool for preventing negative attitudes and body images in adolescents today. The use of celebrities (such as Jessica Alba who suffered from bulimia nervosa) for health promotion campaigns could send a very powerful message and get through to many.