Gen y

5 Massive Changes in Workforce by 2025

It has become widely known that Generation Y is the largest generation, consisting of roughly 20 – 30 year olds.  With the majority of them graduating college in their late 20’s, it is imperative to recognize their effect on the workforce.  By the year 2025, 75% of the workforce will be Millennial.  Listed below are 5 effects this workforce will have on the average workplace.  All information was gathered through research and personal experience since I too am a part of this generation.

   1.  Encourage relationship with boss

Generation Y expects to be able to share ideas and concerns with those in authority over them.  When our boss tells us to do something, we tend to ask “why?” before putting it into action.  This is night and day from Generation X who follows instructions, then asks “Was that good enough?”  Generation X raised Millennials, telling us that our voice and opinion matters.  Naturally we expect that it matters in the workplace as well.

   2.  Flexible work schedules

Throughout the years employees have been content with working more often than engaging with family or friends.  Millennials do not share the same values.  We’ve witnessed generations before us over-work themselves every day.  This has inspired Generation Y to pursue careers that allow for regular personal time during the work day.

   3.  Work for a purpose

Generation Y expects to work for a purpose instead of only money.  We were told we can be anything we want to be growing up and we can change the world.  That has become the general Millennial aspiration, to impact the world.

   4.  Strive for efficiency

Growing up engulfed in exponentially advancing technology has fueled our push for efficiency.  American lifestyles as a whole became more fast-paced and hectic throughout Gen Y’s younger years.  This is why we have grown accustomed to and even prefer a workplace that strives to be more fast-paced.

   5.  Embrace change

As stated in the previous point, Millennials grew up submerged in a changing environment.  Adapting to change has become second-nature to us.  Change means progress in our minds, therefore it is essential employers encourage and embrace it as well.

 

Taking all of these points into consideration, what do you think the workplace will look like 10 years from now?  Well, it’s not too hard to imagine since we can see some of these effects already. In order to embrace efficiency companies have implemented instant messaging systems and cloud sharing capabilities.  Best Buy implemented a Results Only Work Environment which improved productivity by 41% and reduced turnover by 90%.  Offering this type of flexibility made it so Millennials could work virtually from anywhere, anytime as long as the work was completed.  Those are specific examples of changes, however there are more out there and many more to come.  I encourage you to notice these changes and work towards implementing them in your own workplace.  Your future employer will thank you for it!

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Generation Y: Politically Purple

Generation Y voted for Obama and is now regretting that decision.  Although they do believe there should be a government controlled healthcare system, Obamacare is not the solution.  The majority of articles out there take this to mean that Gen Y is turning more republican.  This post stands to prove that Gen Y is neither republican nor democratic.  I am included in this generation and am using research to support the 7 findings listed below.

Political Viewpoints

Millennials are not very involved with politics as a result of frustration.  We witnessed corruption in the government as well as national news stations.  This is not to say we don’t have an opinion on matters.  Being that Gen Y is the largest generation, consisting of about 25% of the US population, these opinions will produce changes.

               Diversity

It would be hard to find somebody from Gen Y who does not have a personal relationship with somebody of a different race or sexual preference.  For that reason it is apparent that we are comfortable and supportive of diversity.  The majority of us support immigration reform and marriage equality.  Studies show 69% of Millennials support marriage equality.  Young republicans do as well with 61% supporting gay rights.

               Gun Control

Generation Y used to hold 59% in support of gun control.  However this has fallen in the year 2014 more than any other generation.  We now hold 49% supporting gun control.

               Obamacare & Big Government

As stated before Gen y is against Obamacare.  However the majority of us do believe in a big government.  Studies show 62% of Millennials agree big government is needed to handle economic problems.       

             War on Drugs

Having witnessed an endless and futile war on drugs, the Millennials feel it should be legalized.  They feel it should be a personal choice whether you want to use it.  Just look at the 69% of this generation that supports the legalization of marijuana.

Rand Paul (R) and Sen. Cory Booker (D) agreed to continue to work on drug law reforms in 2014. 

Coming Together

Gen Y is unhappy with Obamacare and deficits from Bush/Cheney administration.  Unfortunately a majority of them tend to tune out of politics all together as a result.  However those who do act, support candidates like Ron Paul and Dennis Kucinich as a solution to our government’s biggest issues. This has led to many changes in government already with more to come.

               War on War

The American public once divided over whether to go to war are joining together against it.  The Obama Administration sought to invade Syria, however congress did not agree.  So instead the administration used more diplomatic means.  Experts say this war-weary trend will continue through the 21st century.

               Movement to Stop Funding NSA

There was a bipartisan debate in the past year to cut funding for the NSA this summer.  It was led by Democrats and Republicans alike who want to stop government spying.  However it failed to pass by twelve votes.  It can be expected that this will be a continual issue that is challenged and addressed as Millennials begin voicing their opinions.

             States reform drug laws

As stated before, Gen Y supports legalization of marijuana and this has already changed some areas.  Certain states have fully legalized the recreational use of marijuana and others have reformed drug laws.

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Marketing to Generation Y: 5 Do’s and Don’ts

There are so many lists of what to do to market to Generation Y. But how about what not to do as well? Here is a list of what to do and not to do when looking to market to Generation Y. This list was made using various resources as research and through my own experiences since I am a part of this generation as well.

Do:

Make a public effort to better your local economy

Studies show 40% of Gen Y will personally purchase local goods even if it costs more money. As a business it is important to purchase local goods or ingredients. It is understood that buying locally also reduces material transit time, which means reduced usage of fossil fuels and gas emissions.

Focus on ways to “go green”

The going green message has been furthered by efforts from Gen Y. We would much rather support a brand that stands for a good cause than one that just looks cool. Another study shows 62% of this generation prefer companies that try to reduce their carbon footprint.

Be customer service friendly

It is important to provide good authentic customer service. We don’t want to hear a scripted question that is said to every customer in order to maybe make a sale. Instead we crave valuable relationships and memorable interactions.

Create a product or service that we have to talk about

Create all message towards this demographic to be something of interest that we’ll have to share with each other. Ads that only promote the brand name will not gain many “likes” or “shares” if they don’t relate to our way of thinking. The most rewarding way to accomplish this is to create a video that is intriguing and goes viral. (i.e. First Kiss YouTube video by Wren)

Show personality

The personality of the company has to do with what it stands for and against. Companies that can make a strong stance against violence or bullying for example will gain our business and attention more than the store next door that does not publicize their standpoint. With all information at our fingertips with one quick search, we are able to verify these claims.  So make sure there is evidence to back them up.

Don’t Do:

Have ads, products or services that do not function properly on mobile devices

It is known that Generation Y is obsessed with using smartphones. (60% compulsively check phones) Studies show 48% of consumers who come across a website that does not work on a mobile device take that as a message that the brand does not care. So when we look up a brands website, it better function properly or it has lost all interest.

Underestimate us or our opinions

Generation Y is the largest generation yet, even bigger than the baby boomers. There are 1.8 billion of us across the globe. We are expected to exceed the earnings of the baby boomers within 4 years. Needless to say the spending power in this demographic is huge. Ensuring good standing with this demographic will sustain a successful business.

Use mainstream media

Unlike previous generations, Millennials do not trust mainstream media. We see it as paid viewpoints and opinions. The only trustworthy advertisements is through social media or peer reviews.

Neglect social media conversations

As stated before, Gen Y values having a relationship with a brand. Actively participating in the social media conversations produces brand trust and loyalty among Generation Y. We want to feel that we are being heard, that we have a say and are valued as a customer. Not being present in these conversations shows us the opposite, producing a negative feeling toward the brand.

Believe the stereotypes

There are many stereotypes that are not true when discussing the Generation Y. One of them that personally gets under my skin is the thought that we are lazy. Constantly using technology to work more efficiently is NOT lazy. We also are not motivated by money, instead we work hard as a result of passion. Another stereotype that has been thrown around is that because on average we don’t stay at a job for more than 2 years, we have a short attention span. Truth is when we leave a company it is to progress our career, not leave it.

QR Codes Breed New World of Marketing

The ultimate goal of QR codes in America is to link print media with online marketing efforts. They are a necessary step in the right direction, however they are not the end solution. There are many ways in which QR codes fail to impact the target market. But they have lead to the production and use of several other options that will successfully reach this audience.


 

The United States marketing industry has become obsessed with the usage of Quick Response codes (QR codes) within the past 5 years.  It is clear neither the technology nor target audience was prepared for this implementation.  While smartphones are able to scan the codes, most need an additionally downloaded app.  This has proven to be one too many steps for the short attention span and hectic lives of the public.  The idea is spot on; transforming offline print ads into online efforts.  However, the environment in which it is being utilized will not allow these QR codes to succeed.

A big factor in the QR code’s lack of success is many businesses behind the creation of these ads continually miss the mark.  First of all that black and white box in the middle of an ad does not add value.  It distracts from the overall feeling that ad was meant to convey.  When scanned, the code should provide additional information or prompt the audience to perform some action.  The problem is it does not instruct the audience what they should do with that information.  Many businesses drop the user off on the company website, leaving them wondering why?  In worst case scenarios the website creates frustration because it does not function properly.

Technical issues occur when the code leads to a site that is not formatted to function on mobile devices or there is no Wi-Fi.  The latter is not under the control of the advertising brand, however functionality of the website is.  It is a business’s lack of planning that results in poorly formatted websites on smartphones.  When a QR code leads to a poorly constructed website, the brand ultimately sends the consumer to a dead end. Thus, by using the code in the first place, the company is creating noise (anything that distracts from message intended) and negatively impacting the brand image.  Those are two examples out of many that are causing whatever message the company is trying to convey to the consumer to fail. 

Another reason these messages are failing is the environment in which they are being introduced.  It has become widely known that the U.S. audience is constantly bombarded with brand advertisements.  This fact is apparent when we turn on the T.V. or watch any online streaming videos.  QR codes are no different in this respect.  As stated earlier, the U.S. industry has become obsessed with using these codes.  The fact that they can be created for free online shows anybody can use them.  This situation is not ideal because it will result in a vast amount of clutter, just like T.V. commercials.  Once the consumer is aware brands are just trying to sell them something they ignore their message.  That is one of the reasons the audience has become tough to reach via T.V. commercials.  At least commercials are each unique and can be intriguing, still capturing the attention of the audience. They are constantly being changed to fit and attract the attention of a certain demographic.  QR codes are not able to adapt in such a way.  Once a code is created it cannot be changed nor can alter its physical appearance to gain attention of consumers. All QR codes look the same to the consumer’s eye and, with a cluttered market, they have lost all attention.

There are alternatives to using QR codes that have been developed as technology is constantly advancing. Digimarc® has created a way for smartphones to be able to scan a watermark code with their cameras and function as the QR codes.  The difference is they are watermarks so they do not distract from the overall presentation of the ad.  Also, in order for the consumer to even know to scan the picture with their phone there needs to be instructions telling them to do so.  This mitigates the earlier mentioned issues with QR codes when they are used incorrectly.  My expectation is that a product such as Google Glass will become widely used by 2034.  This will make it so consumers who glance at printed ads will automatically scan the ad for watermarks and pop up with an informational video or information pertaining to that advertisement. But as of today, we are stuck with this beauty.
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Voice your opinion in the comments below and vote in my poll (expires July 6, 2014)

                

              

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