Millennials, for those who don’t remember, were born starting in 1982. The oldest millennials are 26 today—and they sure are different from boomers and xers. Here are some traits that distinguish them:
They’re special and they know it. They’ve been told they’re special by everyone, in a multitude of ways. Think about all the products tht are sold using a kid in the ad-it’s always a positive message. For millennials, this translate into the knowledge that “If I do the wrong thing, I’ll let my parents and friends down.” And special people don’t want to do that. To get ready for this special generation, Howe suggests exploit and leverage their “specialness” with messages that ensure them that you know they are special and that you expect special things from them. Co-marketing to their parentsand be prepared to channel the energy of these helicopter moms and dads early. Get to know parents first-include them in freshman orientation, develop covenants and contracts for them, and keep them informed via webcams, newsletters, and other means. A good message is contained in the U.S. Army ad: you made them strong, we make them Army strong.
They’re sheltered. Howe gave plenty of examples of policies that have sheltered the millennials: child-protection policies, urban curfews, and the ubiquitous Baby on Board bumper stickers. Millennials aren’t bothered by this approach; their attitude is, “I get it, I’m special and you want to protect me.” Here’s how to get ready for the sheltered millennials, Howe says: it’s more in loco parentis, and less FERPA. Make them accountable on campus, banish anonymity and promote a collegiate, small-school feel. Make sure you get rid of any gaps in structure or supervision. Promote living-learning communities and ramp up residency requirements on campus, a sure winner with parents and kids alike.
They’re confident. Wow, are millennials confident about their own abilities (they’re special, after all) and they’re also optimistic about their own success and that of others. Howe noted that one indication of this is the recent decline in suicide rate among teens. To get ready for them, he suggested stressing the good outcomes by graduates of your institution-millennials want to know where they’re going and career development is important to them. Highlight anything you do to help students to perform as professionals-”career pipelines, channels, pathways” to some place that will have a successful outcome. They also like long-term curriculum plans and required personal progress plans.
They’re team-oriented. Millennials like to do things in groups, and Howe pointed out that this is particularly clear in contemporary teen marketing, which shows young people doing things in groups. This is also a 24/7, peer-on-peer, connected generation: they’ve turned technology into a gigantic group hug. Add to this the rising percentage of teens who volunteer and an increasing number who participate in mainstream politics. To reach them, Howe advises showcasing live/learn groups and create and promote strong service links to the community. And show off what you’re doing in classes and res life via IMs, wikis, and social networks.
They’re conventional. Millennials aren’t rebels. They have conventional life goals: they want a balanced career, they strive to be good citizens and good neighbors, and they want to get married and have kids. A record number report “no problems” with any family member! They feel comfortable consulting with their parents and, even when they aren’t home, communicate with them an average 8.8 times a week. To speak to this need, Howe suggests creating a big-brand bonding experience; stress a single core curriculum; and use rituals to celebrate collective progress instead of waiting until graduation. And assume the millennial’s need to share and find consensus and their desire to view faculty as exemplars.
They’re pressured. Millennials aren’t used to unstructured, free play and don’t sleep as much as previous generations. They know that admission standards are up and they’re nervous about getting in. Expect them to stress long-term life planning over short-term opportunities. Howe anticipates big changes in grad schools: Millennials will want to get their degrees more quickly and they’ll stress overall mastery of a subject as a goal. Forget the student who never graduates: millennials expect continuing testing, assessment, feedback & redirection.
They’re achievers. Millennials are interested in achievement. There’s a huge rise in kids that take APs and a concomitant reduction of emphasis on aptitude: with this generation, you are what you can prove you’ve achieved. Tool up for a new insistence on educational quality from parents and students, demonstration of standards, and a renewed emphasis on return on investment.
Michael Stoner Co-Founder and Co-Owner Was I born a skeptic or did I become one as I watched the hypestorm gather during the dotcom years, recede, and congeal once more as we come to terms with our online, social, mobile world? Whatever. I'm not much interested in cutting edge but what actually works for real people in the real world. Does that make me a bad person?