Defining+Gen+Y

//“Each generation goes further than the generation preceding it because it stands on the shoulders of that generation. You will have opportunities beyond anything we’ve ever known //” Ronald Regan



Source: []

The artefacts above show how technology has changed over time and the impact these changes have had on generation Y. Generation Y has been surrounded with technology since they were born. Above, the image on the right depicts different social media that generation Y widely uses. The image on the left is a picture of one of the very first black and white Television models which has a facebook picture on its screen depicting how far digital technology has come since the 1950’s.

Defining Gen Y Research conducted by social researcher Mark McCrindle and colleagues (2002) indicates that the largest separation that our society faces today is not gender, race or socioeconomic status, but it is in fact generational divide. According to the Australian Bureau of Statistics (ABS), there is no general agreement when it comes to names and definitions of generations; however, it is widely known that those generations born between the early eighties and the mid-nineties are named Generation Y (ABS, 2009). Table A below represents a time line and identifies the oldest generation; the lucky generation; the baby boomers, generation X and Y; and the internet generation or iGeneration. Table A Time line Source: Australian Government 2007, Guide to the Teaching of Australian History in Years 9 and 10 in ABS, May 2009

The name (Generation Y) is based on Generation X, the generation that preceded them (McCrindle, 2002). The term Generation Y first appeared in mid-fifties and is linked to Robert Capa who was a Hungarian combat photographer and photo journalist (Whelan, 1985). Robert Capa used the title Generation X for his photo-essay exhibition portraying young women and men growing up in the period after the Second World War (Whelan, 1985). The term Gen Y, coined from Generation Y, became widely popular in the early nineties after the Canadian author Douglas Coupland published his novel “Generation X: Tales for an accelerated culture”(McCrindle, 2002).

Statistically speaking, based on 2007 ABS figures McCrindle (2009) provides the following population and workforce percentages. The percentage of the Generation X population was 21% (aged 20-42). The percentage of the work force of Generation X at the time of collecting data was 41%. The percentage of the Generation Y population was 19% (aged 13-27). The percentage of the work force of Generation Y for the same period was 18%. There are three generational groups present in the work force; baby boomers (those born between the early forties and the early sixties comprising 24% of the population and 36% of the work force), generation X and generation Y (McCrindle, 2009).

Cennamo and Gardner (2008) conducted research in order to investigate potential generational differences in work value and likely inconsistencies between the values held between employees and organization. Human resource specialists, executives and researchers have become progressively more interested in how to organize work and handle staff members that belong to different generations in the workplace (Cennamo & Gardner, 2008). This interest is based on the notion that generations differ considerably when it comes to their goals, prospect and work ethics mostly because they have each entered the work force at different point in time (Cenammo & Gardner, 2008). Other reasons that related to potential differences between generations were changes in the significance of work, increasing percentage in double career, single parenting, new technologies and perspective on life-work balance (Cennamo & Gardner, 2008).

A total of five hundred and four employees from different industries participated in Cennamo and Gardner’s (2008) research by completing an online questionnaire. Findings from this research suggested that considerable generational differences were found for individual work values such as freedom and status. In terms of intellectual challenge and stimulation, security of the job and income, contributing to the society and satisfying relationship with managers and colleges no significant differences were recorded. Status was of the highest importance for the younger generations as well as freedom related items. Generation Y places high significance on independence and work-life balance. This finding supports McCrindle’s research (2009) in regards to the attitudes of Gen Y where organizing work around life, not life around work was the significant trait of Gen Y. Cennamo and Gardner’s (2008) findings suggest that younger groups are highly likely to search for work opportunities that provide freedom and independence and are not reluctant to leave the organization if those requirements are omitted. McCrindle research (2008) estimates that youth belonging to Generation Y will have at least 5 careers and 20 employees in their life-time.The way this research was undertaken (cross-sectional and based on self reported data) did not make it possible to distinguish whether variations between participants were related to career stage, life stage or authentic generational dissimilarities (Cennamo & Gardner, 2008). Longitudinal research is necessary to divide the effects of age, generation and other inconsistencies in order to obtain the true differences between generations (Cenammo & Gardner, 2008).

The importance of the research conducted by Cennamo and Gardner (2008) is that its findings increase the awareness of the issue such as dealing with different generations in the workplace. By understanding the diversities and similarities between these groups it gives the opportunity for human resource experts, executives and psychologists to establish strategies that facilitate effective communication and cooperation between employees and organization (Cennamo & Gardner, 2008). Further to this Cennamo and Gardner (2008) recognize the importance of understanding generational differences as a beneficial first step in meeting various employee needs.

Examining the area of education statistics show that both generations Gen Y and Gen X are the most vastly educated generations on record. ABS (2006) figures show that one in four will have a Bachelor degree or above. In each subsequent generation the proportion of females who completed higher education has increased in comparison to males. In 2006, 28% of women (Gen X and Gen Y combined) had a Bachelor degree as oppose to 21% of Gen X and Y male. Looking specifically at Generation Y, McCrindle’s research (2008) indicates that 77% of high school student will complete Year 12. One of the most popular paths from high school is university (29.8%) where the majority of student will enroll in the area of technology. The percentage of students that will continue their education through TAFE is 24.4%. In terms of employment straight out of high school 17.2% will seek full-time work, 12% will engage in part-time work and 9% will remain unemployed (McCrindle, 2008).

Another field that is in great need of understanding generational differences is sport (McCrindle, 2011). According to McCrindle research (2011) engaging Generation Y in sports activities involves understanding their motives and driving forces. Having several generations present in the sporting area indicates that certain changes are necessary in term of coaching methods as those being effective with previous generations may not be of the same value for Generation Y (McCrindle, 2011). According to ABS (2007), 66% of Australians aged 15 and over reported participation in some form of physical activity (McCrindle 2011). Generation Y had the highest participation reaching 75% (McCrindle, 2011). When it comes to the main reasons for participating in sports activities, 45% reported that enjoyment was the main reason, while 26% were involved for health and fitness benefits (McCrindle, 2011). Lack of interest and not enough time due to work commitments were reported as reasons for not participating in sports activities among 47% of Generation Y (McCrindle, 2011).

<span style="font-family: "Times New Roman","serif"; font-size: 16px;">Moving on to other factors that shape characteristic of Generation Y, it has been recognized that regardless of the cultural and geographical location, the identity of Generation Y is progressively more formed through consumerism (McDonald, Pini, Bailey & Price, 2011). Researchers have identified that it is necessary to investigate the impact of consumerism to be able to assess how identity is formed and developed in youth (Hill, 2011). Further to this, Hill (2011) points out that continuous accessibility to technology in the form of computers, television and various other digital accessories enables constant bombardment of purchasing behaviour through media. According to McCrindle (2002) Australian teenagers are now spending a significantly greater amount of time watching television in comparison to four years ago and by the age of eighteen an average young viewer will be exposed to approximately 500,000 TV advertisements.

<span style="font-family: "Times New Roman","serif"; font-size: 16px;">In order to find out the motives behind individual’s consumption behaviour Noble, Haytko and Philips (2008) conducted research among college-aged Generation Y individuals. Nobe et al. (2008) identified that growing up in a consumption driven society and having money at their disposal more than any teen group in history, Generation Y has incredible spending power. The purpose of this research was to understand more about participant’s feelings and thoughts in regards to their consumption behaviours. Thirty-two participants ranged in age from 18 to 22 years old were asked to write down their most recent purchases. Purchased items and participant’s perception of the importance of those items were the main focus of the interviews that followed.

<span style="font-family: "Times New Roman","serif"; font-size: 16px;">The research conducted by Nobe et al. (2008) identified that there are some key themes which motivate Generation Y’s consumption behaviour. Key themes that were identified were freedom and sense of independence from their parents. Next were finding oneself by selecting products in order to define who they are and what is important to them. Thirdly, items were chosen to blend in or stand out in order to maintain individualism or fit into particular group. Brand personality, fashion knowledge and comfort of brands were identified as reasons to show either real or desired image, what is in and out of fashion and a sense of comfort when wearing branded clothes. Lastly, value seeking was important in terms of trying to find quality products at a good price. Despite the limitations, such as quantity of participants, this research gave sound insight into what motivates Generation Y consumers (Noble et al., 2008).

<span style="font-family: "Times New Roman","serif"; font-size: 16px;">Another changing trend between generations is that of alcohol consumption. Research shows that there has been a shift in the way generation Y consumes alcohol compared to previous generations. An area where this shift is noticeable is around early adulthood. Transition to adulthood for young people is unquestionably fairly challenging and reflects a period of dealing with complex issues (McDonald et al., 2011). This period of life for late adolescence encompasses an increased importance of exploration of personality and social experimentation (Bukobza, 2009). Exploring the social scene and experimenting with alcohol is one of the health issues that the young generation is facing. The negative impact of drinking is evident and supported by New South Wales Bureau of Crime Statistics and Research (2006). Hua, Baker and Poynton (2006) report that youth belonging to Generation Y most commonly appear in court for drink-driving offences. Most of those who appeared in court did so only just after they turned 18 which coincide with the time of their life when they are legally allowed to purchase alcohol (Hua et al., 2006). McCrindle research (2010) points out that it is not just extreme alcohol consumption has a negative impact, but it is also binge drinking that is driving Generation Y towards violent behaviour. Further to this McCrindle (2010) indicates that even though the Australian culture of binge drinking has been widespread for longer than a decade, generation Y has changed this culture where drinking is not just limited to pubs and clubs; it is indeed present in public spaces and more increasingly at home. Another noticeable cultural change is that the number of females drinking enormously has increased significantly in comparison to previous generations (McCrindle, 2010). Social stigma that was once present around female drinking does not seem to exist among generation Y; hence they are taking it to another level. On August 26, 2011channel nine featured the story on 60 Minutes about female binge drinking. Reporter Tara Brown interviewed four Gen Y girls and a transcript of the story could be found through the following link [].

<span style="font-family: "Times New Roman","serif"; font-size: 16px;">Becoming aware of the issues associated with excessive alcohol consumption and the consequences following drunken behaviour raises the question of what role does society hold in addressing excessive alcohol consumption. McCrindle (2010) emphasizes the importance of parenting style, saying that a more tolerant approach where parents give their children more freedom at a much younger age than they were once given could lead to the development of undesirable drinking behaviours. Further to this McCrindle (2010) indicates that a lack of limitations and not emphasizing the importance of personal responsibility creates environment where there is a very limited understanding of consequences. Hua et al. (2006) highlight that it is not just family that holds the responsibility of dealing with such issues, but it is also the health sector and the education sector responsibility. These sectors could have a great influence through providing services such as programs for mental health treatments and after-school support (Hua et al., 2006).

<span style="font-family: "Times New Roman","serif"; font-size: 16px;">Finally going back to the very beginning of this essay, the chosen artefacts represent one of the characteristics of Gen Y which is their use of digital technology. In defining the generation Y significant world events are also taken into account such as growth in digital technology and such events that have had an inevitable effect on those surrounded by it. Gen Y is living their entire life surrounded by digital technology which explains why 74% of messages on mobile phones are sent by Generation Y (McCrindle 2002). Image 1 bellow illustrates the frequency Gen Y are using some of the products of modern technology.

<span style="font-family: "Times New Roman","serif"; font-size: 16px;">Image 1 <span style="font-family: "Times New Roman","serif"; font-size: 16px;">Source:htpp://thechrisvossshow.com/are-you-addicted-to-social-media-the-stats///

//<span style="font-family: "Times New Roman","serif"; font-size: 16px;">Working on this assignment has given me the opportunity to look further into understanding what the factors are that determine generations, how those differences impact different spheres of our society and what society can do to help rectify identified health issues. I am now more aware of the importance of comparing finding from credible resources to how the media portray the same topic, especially as I have found that the findings between the two sources quite often vary significantly. I believe that the skills that I have developed through this subject will be very beneficial for my future studies and career. //

//<span style="font-family: "Times New Roman","serif"; font-size: 16px;">MY DISCUSSION: // //<span style="font-family: "Times New Roman","serif"; font-size: 16px;">1. Page title: Gen Y’s new outlook-‘drinking to get drunk’ // //<span style="font-family: "Times New Roman","serif"; font-size: 16px;">Great job on your Wiki Kaitlyn. I find your work to be of a very high standard, it is evident that you have put in a lot of effort in finding good reputable sources for your research. Topic that you have chosen truly deserves a lot of attention. Schoolies Week is just one of many events that show how out of control young people could be when there is alcohol involved. Statistics that you presented are alarming and extremely disturbing. I completely agree with you that this issue of excessive drinking calls for some drastic measures. //

//<span style="font-family: "Times New Roman","serif"; font-size: 16px;">2. Page title: ‘Sport and Feminity Do Not Mix’, says who? // //<span style="font-family: "Times New Roman","serif"; font-size: 16px;">A particularly interesting artefact that wonderfully reflects your topic Emma. You started your essay with Hutchinson’s statement from 1893, and here we are now 118 years later still dealing with the same issue of inequalities when it comes to women in sport. The information that you have provided through your literature review sadly indicates that there is definitely uncertainty when and if this unfairness will end. //

<span style="display: block; font-family: "times new roman","serif"; font-size: 16px; text-align: center;">References //<span style="font-family: "Times New Roman","serif"; font-size: 16px;">Australian Bureau of Statistics (2009). //Age Matters//. Report number 4914.0.55.001//

//<span style="font-family: "Times New Roman","serif"; font-size: 16px;">Australian Bureau of Statistics (2006). From generation to generation. Report number 2070.0 //

//<span style="font-family: "Times New Roman","serif"; font-size: 16px;">Bukobza, G. (2009). Relations between rebelliousness, risk-taking behaviour, and identity status during emerging adulthood. //Identity: An International Journal of theory and Research, 9//(2), 159-177//

//<span style="font-family: "Times New Roman","serif"; font-size: 16px;">Cennamo, L., & Gardner, D. (2008). Generational differences in work values, outcomes and person-organisation values fit. //Journal of Managerial Psychology, 23//(8), 891-906//

//<span style="font-family: "Times New Roman","serif"; font-size: 16px;">Hill, J. A. (2011). Endangered childhoods: how consumerism is impacting child and youth identity. //Media, Culture & Society, 33//(3), 347-362//

//<span style="font-family: "Times New Roman","serif"; font-size: 16px;">Hua, J., Baker, J., & Poynton, S. (2006). Generation Y and Crime: A longitudinal study of contact with NSW criminal courts before the age of 21. //NSW Bureau of Crime Statistics and Research, 96//, 1-9//

//<span style="font-family: "Times New Roman","serif"; font-size: 16px;">McDonald, P., Pini, B., Bailey, J., & Price, R. (2011). Young people’s aspirations for education, work, family and leisure. //Work, employment and society, 25//(1), 68-84//

//<span style="font-family: "Times New Roman","serif"; font-size: 16px;">McCrindle, M. (2011). Engaging with new generations. Retrieved from [] //

//<span style="font-family: "Times New Roman","serif"; font-size: 16px;">McCrindle, M. (2010). Many ingredients make this gen Y cocktail of violence. Retrieved from [] //

//<span style="font-family: "Times New Roman","serif"; font-size: 16px;">McCrindle, M., & Wolfinger, E. (2009). //The ABC of XYZ : Understanding the Global Generations. //Sydney: University of NSW Press//

//<span style="font-family: "Times New Roman","serif"; font-size: 16px;">McCrindle, M. (2008). The Face of Australian Youth. Retrieved from [] //

//<span style="font-family: "Times New Roman","serif"; font-size: 16px;">McCrindle, M. (2002). Understanding Generation Y. Retrieved from [] //

//<span style="font-family: "Times New Roman","serif"; font-size: 16px;">Noble, S. M., Haytko, D. L., & Phillips, J. (2008). What drives college-age Generation Y consumers? //Journal of Business Research, 62//, 617-628//

//<span style="font-family: "Times New Roman","serif"; font-size: 16px;">Whelan, R. (1985). //Robert Capa: A Biography//. New York: Knopf