Understanding the Millennial Generation

1. Understanding the Millennial Generation Pam Horne Office of Admissions and Scholarships Michigan State University pamhorne@msu.edu

2. Topics • Demographics – the Numbers • Characteristics, Behavior, and Preferences of Millennials • Their Parents • Challenges & Opportunities Office of Admissions and Scholarships Michigan State University

3. Sources • Millennials Rising, Howe & Strauss, 2000 • Millennials Go to College, Howe & Strauss, 2003 • StamatsSTATS Vol. 2, no. 6 • “The Organization Kid” by David Brooks, Atlantic Monthly, April 2001 • Trends and Tudes, The Harris Poll, • University of Michigan Institute for Social Research • National Center for Health Statistics, 2003 • Knocking at the College Door, ACT, The College Board & WICHE, 2003 (actual HS grads through 2002, projections through 2014) • UCLA Higher Education Research Institute, 2003 • “Understanding the New Students” by Diana Obliger, EDUCAUSE, July-August, 2003 • MSU Dept. of Residence Life First-Time Freshmen Survey, 2003 Office of Admissions and Scholarships Michigan State University

4. US High School Graduates Office of Admissions and Scholarships Michigan State University

5. Midwest High School Graduates Office of Admissions and Scholarships Michigan State University

6. Michigan High School Graduates Office of Admissions and Scholarships Michigan State University

7. US High School Graduates Office of Admissions and Scholarships Michigan State University

8. Midwest High School Graduates Office of Admissions and Scholarships Michigan State University

9. Michigan High School Graduates Office of Admissions and Scholarships Michigan State University

10. US HS Graduates of Color Office of Admissions and Scholarships Michigan State University

11. Midwest HS Graduates of Color Office of Admissions and Scholarships Michigan State University

12. Michigan HS Grads of Color Office of Admissions and Scholarships Michigan State University

13. US HS Grads by Ethnicity Office of Admissions and Scholarships Michigan State University

14. Midwest HS Grads by Ethnicity Office of Admissions and Scholarships Michigan State University

15. Michigan HS Grads by Ethnicity Office of Admissions and Scholarships Michigan State University

16. Millennials and Diversity • By 2010, minority groups will make up 52% of the under-18 population • 20% of Millennials are second-generation immigrants • 1 in 10 has a non-citizen parent • In regard to interracial dating – 82% in a react.com 1999 poll say love should be colorblind • With Internet, satellite news, porous national borders, and end of Cold War, 1st generation to think of itself as global Office of Admissions and Scholarships Michigan State University

17. School Politics, circa 2004 Office of Admissions and Scholarships Michigan State University

18. Generation Theory & Millennials • Whatever era we’re living in, tend to think future will be straight line extension of present – but that is never true • Howe & Strauss theorize that there is a pattern to generations – in the case of Millennial Generation: • Breaks from the young-adult generation (Gen X) • Corrects what it perceives as excesses of the current midlife generation (Boomer parents and leaders) • Fills social role by departing elder generation (WW II GI – Great Generation) Office of Admissions and Scholarships Michigan State University

19. Office of Admissions and Scholarships Michigan State University

20. Behavior and Attitudes • Unlike any other youths in living memory • Births to teens continue to decline – 28% decline since 1990, among younger teens, 38% decline – abortion rate also down among this age group (NCES, 2003) • Political awareness higher than in a decade; drinking and smoking lowest levels in several decades (CIRP, 2003) • Developing a meaningful philosophy of life has declined as a life goal (CIRP, 2003) Office of Admissions and Scholarships Michigan State University

21. From Baby Boomer to Gen Xer to Millennial Teen Office of Admissions and Scholarships Michigan State University

22. Behavior and Attitudes • Illicit drug use among teens peaked in 1996 or 1997 (depending upon grade level), now in decline among 7th-12th graders at each grade level; including prevalence of alcohol use and occasions of heavy drinking (UM ISR, 2003) • Violence and other crimes committed by youth peaked in 1993, dramatic decline ever since -- as much as 78% decline in some states [even with Columbine and copy crimes – fewer in # than media represented] • In 1970 – ratio of adult to youth crime was less than 2; now it is greater than 3 Office of Admissions and Scholarships Michigan State University

23. Office of Admissions and Scholarships Michigan State University

24. Quotes about Millennials in the Media • “Our generation isn’t all about sex, drugs, and violence. It’s about technology, discovery, and coming together as a nation.” Mikah Giffin, eonline, 2000 • “In some ways they are as wholesome and devoid of cynicism as the generation that wore saddle shoes.” NY Times, 2000 • “Perhaps reacting to what might be described as the excesses of their parents’ generation, teens today are decidedly more traditional than their elders were, in both lifestyles and attitudes” George Gallup, 2002 • "Millennials are less vulgar, less sexually active, less violent than the youth culture adults have created for them. This is the only teen generation in recent memory for whom this is true.“ Millennials Rising, 2000 Office of Admissions and Scholarships Michigan State University

25. High Level Millennial Characteristics • Special • Sheltered • Confident • Team-Oriented • Conventional • Pressured • Achieving Office of Admissions and Scholarships Michigan State University

26. Special • Precious “Babies on Board” of 1980s • Inculcated as vital to nation and parents’ sense of purpose • High expectations that can feel like entitlement, particularly around housing and food service • Need for feedback, reinforcement, structure in the classroom • Special needs with individual plans & parent advocacy, e.g. learning disabilities • Consumer mentality – have been marketed to since birth Office of Admissions and Scholarships Michigan State University

27. Sheltered • Safety a high priority from birth • Zero tolerance in schools • Increased supervision • Depression and teenage suicide rates down, but addressing emotional problems & learning disabilities a higher priority – more reliance on psychotropic medication • Trust in adults and reliance on authorities – not used to speaking for themselves • But increased scrutiny and challenge if answer isn’t what family wants to hear – but parent more likely to “protest” than student Office of Admissions and Scholarships Michigan State University

28. Office of Admissions and Scholarships Michigan State University

29. Confident • 90% of teens say they are personally happy and excited about future • Old message to teens was horrible things will happen if you don’t make right choice; new message is good things will happen if you make right choice • Fewer intellectual risks; more conformity; fear of failure • 90% of MSU freshmen expect to earn 3.0 or better (73% do); 95% say they will keep up to date with academic work (89% say they do); only 32% say they will skip a class (84% do!) Office of Admissions and Scholarships Michigan State University

30. Team Oriented & Conventional • Working & involved in teams since toddler hood • Peer pressure more often toward achievement than misbehavior • Truly enjoy community service; may be more involved with politics & voting • Extreme is conforming – individualism (and even creativity) are suspect • The “Organization Kid” (Brooks, 2001) • Have led lives that are structured, supervised and stuffed with enrichment • Little free time, tightly packed existence • Optimists, cooperative team players • Accept authority, rule followers Office of Admissions and Scholarships Michigan State University

31. Pressured • 79% of ’03 MSU frosh felt overwhelmed compared to 66% of ’00 frosh • Two greatest worries among teens are grades and college admission (20 years ago-nuclear war and 10 years ago-AIDS and violent crime) • Long term plans to seek security, stability, and life balance – have experienced economic downturns & job loss and sometimes chaotic family life • But few skills to achieve balance and frequently feel “overwhelmed” – structured group activities important for this Office of Admissions and Scholarships Michigan State University

32. Office of Admissions and Scholarships Michigan State University

33. Achieving • ACT & SAT scores have stabilized or increased, despite larger & more diverse pool • It’s become cool to be smart • In addition to starting to catch up to academics around the world, US Millennials unique in commitment to arts, leadership, sports, service • Have a high regard for their own generation – they know they’re a powerhouse of achievers • Campuses should respond with many different extracurricular infrastructures & challenging curriculum • Can bail out if something is hard; fear of failure Office of Admissions and Scholarships Michigan State University

34. In Summary…. • The highest achieving Millennials: • Are bright, morally earnest, and industrious • Prefer to study and socialize in groups • Create and join organizations enthusiastically • Feel no need to rebel -- regard the universe as beneficent and orderly • Do not perceive themselves as a lost or radical generation - may be next “greatest” Office of Admissions and Scholarships Michigan State University

35. Office of Admissions and Scholarships Michigan State University

36. Millennials and Technology • Ages 16-18 – 17.3 hours per week on net; 12 hours with TV; 11.3 hours with radio; 7.6 hours on telephone/cell • Internet used for • School research; being sure of accurate info (!) • Meet someone new or different from me • Purchasing & comparison shopping Office of Admissions and Scholarships Michigan State University

37. Millennials and Technology • TV used for breaking news, catching up with news • Newspaper – what is on sale • Phone – communicate quickly with close friends • Magazines – latest products, trends, celebrities Office of Admissions and Scholarships Michigan State University

38. Office of Admissions and Scholarships Michigan State University

39. View of Technology • Computers are not technology – just a fact of life like refrigerators • IM and Email are natural methods of socialization and communication (70% IM regularly) • Shifting from desk top to lap top computers • Reality is no longer real – they know addresses can be fake, images can be altered, content may not be accurate Office of Admissions and Scholarships Michigan State University

40. View of Technology • Learning resembles gaming more than logic – trial & error rather than linear approach • Multitasking is a way of life • Typing is preferred to hand-writing • Staying connected is essential • Zero tolerance for delays • Consumer and creator are blurring (file-sharing and cut-and-paste world) Office of Admissions and Scholarships Michigan State University

41. Implications for Service & Classroom • Expectation of 24/7 service • Expectation of self-service online • Expectation for fast service • Desire for experiential, interactive, and authentic learning with online connections and community Office of Admissions and Scholarships Michigan State University

42. Millennial Style • Gen X dressed in ripped jeans and dark, sullen, earthy tones, while the [Millennial generation] chooses neat styles and bright colors. Jonathan Last • Edgy Gap ads in the 90s, individuals posing in black – now show perky conformists in pastels, dancing to show tunes or holding hands • Women – small, tight, showing skin – 60s & 70s color, pattern & style (bags!) • Men – still comfortable, but not grungy • 70s styles recycled Office of Admissions and Scholarships Michigan State University

43. Marketplace Preferences • Favorite stores: Gap, American Eagle, • Favorite fast foods: McDonald’s, Applebees, Taco Bell, Subway • Favorite hangouts: Mall, Friend’s House, Home, Movies, Coffee shops • TV Networks: MTV, Fox, ESPN, VH1 • TV Shows: Sports, Friends, Reality Shows, South Park Office of Admissions and Scholarships Michigan State University

44. More Favorites • Favorite web sites: yahoo, espn, hotmail, mtv, ebay • Books: To Kill a Mockingbird, Chicken Soup, Catcher in the Rye • Magazines: Seventeen, Sports Illustrated, YM, TV Guide, In Style • Colors: blue, green, purple, pink (not as into black as Gen X) Office of Admissions and Scholarships Michigan State University

45. Millennials’ Role Models • According to Harris Poll (2002)– top five models • 59% - my mother • 43% -- father • 22% - grandparent • 19% - teacher or coach • 18% - entertainer • Half of all 13-17 year olds would call mom first if in trouble Office of Admissions and Scholarships Michigan State University

46. Defining Events for the Class of 2004 • 9-11 • Columbine • War in Iraq • Clinton Scandals • Gore-Bush Election • What they don’t remember…… Office of Admissions and Scholarships Michigan State University

47. The Next Wave of Millennials! Office of Admissions and Scholarships Michigan State University

48. Parenting the Millennials • What Boomers say is “right” for their kids will be enforced, with zero tolerance for protest. Just as Boomers were “right” when exercising their freedom 30 years ago, so too are they now “right” when denying their children the same self-expression. Rich Tauchar • It’s very important to us [Boomers] that our children grow up to be similarly independent thinkers, as long as they reach the same conclusions we do. Ivy Main Office of Admissions and Scholarships Michigan State University

49. Parenting the Millennials • It’s almost as if the boomers are using us to erase the many mistakes they made when they were our age. Oscar Sots, 16 • Must market to parents and effectively manage their expectations as well • Much of their “power-parenting” for past 18 years has had college admission as the primary goal Office of Admissions and Scholarships Michigan State University

50. Office of Admissions and Scholarships Michigan State University