Gen Y is Not *Just* Treading Water
October 1, 2009 at 5:28 am richardhuskey 4 comments
Earlier this year, Fructify authors pondered what high unemployment, especially for Gen Y, meant for new college graduates. We observed a high rate of unemployment, 14.1% US workers aged 20 – 24, and speculated that this would strain (but not break) recent graduates looking for their first post college job. In the months since, this number has predictably risen. The August 2009 US Bureau of Labor Statistics report indicates that, since March 2009, unemployment has increased a full percentage point to 15.1% for this age cohort. Several months after the 2009 graduation season, we find ourselves compelled to ask “how Gen Y is getting on?”
Gen Y expert and University of Notre Dame professor Carol Phillips proclaims that, For Millenials, 2009 Was a Year of Waiting:
Meanwhile, a generation famous for being optimistic, is becoming increasingly discouraged by their ‘life on hold’ status. The immediate response was to make the best of things, opting for low paying jobs with non-profits, unpaid internships or going overseas to teach English as a second language. Others opted to spend their time as unpaid journalists, blogging away and honing social media skills in the hope of catching the eye of someone willing to pay them for their time. Others gave up in favor of using the time to travel, hike the Appalachian trail or pursue another degree.
Phillips references a recent Business Week slideshow profiling 23 recent college graduates as they search for a career path. Phillips observes the frustrated optimism of those profiled, concluding “they cannot stay behind. The recession will push many to new heights of efficiency and creativity, but unfortunately, it will leave many with emotional and economic damage that will take years to sort through.”
I don’t entirely disagree. Phillips points to a Yale School of Management study indicating that starting a career in the midst of a recession can negatively impact long term earnings to the tune of ~$100,000. If the Yale report is any guidance, far reaching economic inhibitors will severely limit Gen Y’s ability to express wealth in a manner similar to their Boomer parents. Surly decreased earnings potential, in conjunction with constrained employment prospects, will have some negative impact on Gen Y. However I am somewhat hesitant to view these factors as generationally crushing.
Yes, money is one aspect of happiness, but it is certainly not everything. Gen Y may be forced to scale back their expectations for physical items, however, they clearly have yet to scale back personal aspirations. This may prove inspirational to other generations, especially Gen Y’s Boomer parents. Heroic may not be the correct word, but this helps contextualize why Boomers are so quick to brand their offspring as such.
But then again, what do I know, I’m just one of those Gen Y dreamers!
Entry filed under: Richard Huskey. Tags: .
1.
Carol Phillips | October 1, 2009 at 5:57 pm
Thanks for picking up the conversation on this topic. I concur, the recession is not likely to be ‘crushing’ but it is set back that we are better off talking about than ignoring. Gen Y (and their parents) will have to adjust its expectations. Marketers need to be aware that Millennials are struggling to figure out how to get on their feet economically and are facing some mighty headwinds. The key words will be be value and efficiency, marketers that show sympathy will be more likely to connect than those who pretend things are business as usual.
Carol Phillips
2.
richardhuskey | October 1, 2009 at 7:41 pm
Hey Carol, thank you for weighing in! Your point that “the key words will be be value and efficiency” is spot on. I also agree that GenY will seek sympathy and gravitate towards compassionate brands. As for what is business as usual, I think this is manifest in two ways. One, pretending that everything is fine and that the recession didn’t emotionally impact GenY (as you clearly point out). The other is thinking that the recession has had little impact on the aspirations of GenY and how GenY consumes. Prior to the economic downturn, it seemed as if some marketers envisioned GenY as mini versions of their boomer parents who spent and behaved in nearly identical ways. I think that notion has been thoroughly shattered. Beyond offering sympathy, efficiency, and value, I think generationally relevant brands will help GenY redefine what success looks and feel like.
Thank you again for commenting. Your original post helped catalyze my thoughts on this subject!
3. Twitter Trackbacks for Gen Y is Not *Just* Treading Water « FRUCTIFY (a verb, to become productive) [fructify.wordpress.com] on Topsy.com | October 2, 2009 at 2:19 pm
[...] Gen Y is Not *Just* Treading Water « FRUCTIFY (a verb, to become productive) fructify.wordpress.com/2009/10/01/gen-y-is-not-just-treading-water – view page – cached Earlier this year, Fructify authors pondered what high unemployment, especially for Gen Y, meant for new college graduates. We observed a high rate of unemployment, 14.1% US workers aged 20 – 24,… (Read more)Earlier this year, Fructify authors pondered what high unemployment, especially for Gen Y, meant for new college graduates. We observed a high rate of unemployment, 14.1% US workers aged 20 – 24, and speculated that this would strain (but not break) recent graduates looking for their first post college job. In the months since, this number has predictably risen. (Read less) — From the page [...]
4.
Ashley Lauren | October 9, 2009 at 1:25 pm
There’s no question that this recession has made its impact on us. But I look around at myself and my friends and I see nothing but optimism and dreams. Perspective and values are and always be everything and like my parents always told me…this too shall pass. Nice post! Thanks,