Generation Y is Taking Over by Sarah Perez (Read, Write and Web)

Gen Y is taking over. The generation of young adults that's composed of the children of Boomers, Generation Jones, and even some Gen X'ers, is the biggest generation since the Baby Boomers and three times the size of Gen X. As the Boomers fade into retirement and Gen Y takes root in the workplace, we're going to see some big changes ahead, not just at work, but on the web as a whole.

There's some contention over where exactly Gen Y starts and stops - some say those born 1983-1997, others think 1982-1997. In this week's Entertainment Weekly, Gen Y is defined as "current 13 to 31 year-olds" and BusinessWeek says they can be as young as five. Regardless, we know who they are - they're the young kids of today, the most digitally active generation yet, having been born plugged in.

How They're Different
They're Plugged In: The term "digital native" applies to most Gen Y'ers. Those in Gen Y grew up around computers, the Internet, mobile phones, video games, and mp3 players. They are web savvy multitaskers, able watch TV, surf the web, listen to music, and talk or text on their phones, often performing several of these things at the same time.

TV Isn't King: Although you'll find some Gen Y'ers obsessing over the latest episode of "The Hills," and other shows, they aren't watching TV as much as other generations do. Instead, Gen Y'ers spend more time surfing the net and using other devices, like iPods and Xboxes, even when it cuts into TV viewing. For them, TV is often just "background noise."

They Don't Care About Your Ad, They Care What Their Friends Think: Because they are immersed in media, both online and off, Gen Y'ers are marketed to left and right. But when it comes to making decisions, Gen Y tends to rely on their network of friends and their recommendations, not traditional ads. "Ads that push a slogan, an image, and a feeling, the younger consumer is not going to go for,'' says James R. Palczynski, retail analyst for Ladenburg Thalmann & Co. Instead, they respond to "humor, irony, and the unvarnished truth." They're also somewhat distrusting of ads, which is why grassroots efforts can also work. However, don't get too comfortable, Gen Y doesn't have brand loyalty - they're quick to move the next big thing.

Work Isn't Their Whole World: Sure, they're going to go to work, but it had better be fun. For Gen Y, work isn't their identity. It's just a place. Gen Y sees no reason why a company can't be more accommodating, offering benefits like the ability to work from anywhere, flex-time, a culture that supports team communication, and a "fun" work environment. They're also not going to blindly follow orders just because you're the boss. Sometimes dubbed "Generation Why?" they need to "buy in" as to why something is being done. Old school bosses may find their questioning insubordinate behavior, but they would be best to just change their management techniques and adapt. Gen Y hasn't known much unemployment and they're not going to put up with being treated poorly just for sake of a paycheck. (Bosses, your survival guide is here).

They're Socially Conscious: Gen Y cares about the world. They pay attention to politics, the economy, social causes, and environmental issues. They think they're a force to be reckoned with in elections and follow the candidates online on social networks. They read the news, but not in newspaper format, which is is going to hurt that industry even more as time goes by.

Gen Y & Technology
Since Gen Y grew up on the web, they're going to be the driving force behind the way the web of the future is shaped. What Gen Y wants from the web will be the web.

Internet TV: Although watching TV online is something that few Boomers do, Gen Y is perfectly comfortable with this. They time-shift content all the time, not only on the web but via portable devices and mp3 players, too. When it comes to TV on the web, a recent study showed Gen Y leading the way when it comes to internet TV viewing:

Generation Y (33%) and Generation X (27%) led early Baby Boomers (19%) in use of official TV program web sites.
Gen Y (62%) users are much more likely to have watched a full episode on the program site than Gen X (41%) or younger Boomers (32%).
Socializing Rules...But They Want to Control It: Gen Y thinks a truly "private" life is a crock. 54% have used MySpace, Facebook, or some other social network. Most of Gen Y had to learn the hard way about the perils of posting everything online. As they've aged, they realized blogging their every thought and posting those embarrassing pictures might have hurt their jobs prospects at times, so now some of them are interested in more privacy on their social networks. They're happy to continue over-sharing with friends, but also learning how to protect their updates and set their profiles to private. They're also wary of old folks, like their boss, trying to "friend" them in their social space, especially if they're tragically un-hip wannabes.

But that's not to say their over-sharing is going to stop - Gen Y is getting into lifestreaming too, streaming live video via services like Yahoo! Live. In their own world, they're celebrities. Says Jason Barg, a 2004 graduate of Penn State University and founder of an online real estate company, notoriety is more about standing out from the crowd. "A primary goal of people my age is not necessarily to become famous but to become distinctive," he says.

Marketing Has To Change: Because Gen Y is media savvy and conscious of being marketed to, brands that succeed in the future will be those that open a dialog with their customers, admit their mistakes, and essentially become more transparent (save one notable exception, apparently). Companies' web sites that want to attract GenY'ers will become more like today's Web 2.0 sites. Social networking will be just a feature. Blogs will be standard ways for companies to reach their customers. Customer service won't just be a phone call away, it will be available via non-traditional means, too. Today, savvy companies might be using Twitter, but that could change at any time if Gen Y moves on. Companies will have to keep up with Gen Y and not get too comfortable using any one format. (Oh, and you can stop calling everything "viral" - that's lame.)

Work Tools Need to Mirror Web Tools: Gen Y will drive adoption of "Enterprise 2.0" products and services. Gen Y in the workplace will not just want, but expect their company to provide them with tools that mirror those they use in their personal lives. If socializing on Facebook helps them get a sale, then they're not going to understand why they can't use it at work. For more buckled down companies, if workers aren't provided with the tools they want, they're going to be savvy enough to go around I.T.'s back and get their own.

Companies wondering how Gen Y wants to use these tools at work should take a look at this - Sacha Chua's Gen Y Guide to Web 2.0 at Work (made for IBM):


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Web Sites Will Need to Cater to Shorter Attention Spans: No more long boring text! Thanks to constant media input, Gen Y has shorter attention spans and their "grasshopper minds" leap quickly from topic to topic. (They also didn't read this whole article...too long!)

Mobile Web? Yes Please!: Gen Y will be happy to adopt the mobile web - they are practically glued to their phones. Currently, Gen Y is using the mobile web to socialize, not search. Steve Ives, Taptu CEO, in a company whitepaper, Making search social: Unleashing search for the mobile generation, concludes that "...Generation Y, who sees the mobile as a social device first and an information device second, is not using today's mobile search as much as expected. But Generation Y is using mobile phones to access social networks."

Conclusion
Ignoring the voices of Gen Y is something you should do at your own peril, especially if you're a business looking to hire, a company selling a product, or an advertising firm trying to reach the

Feeling old/young. Remember this:

"A person is as young as their dreams and as old as their cynicism." Tony Campolo

Hope

Hope is the thing with feathers---
That perches in the soul---
And sings the tunes without the words---
And never stops- at all. Emily Dickinson

New Years quotes

"For last year's words belong to last year's language and next year's words await another voice. And to make an end is to make a beginning."
--T.S. Eliot,

"Cheers to a new year and another chance for us to get it right."
(Oprah Winfrey)

"Be always at war with your vices, at peace with your neighbors, and let each new year find you a better man." Ben Franklin

"Every New Year is the direct descendant, isn't it, of a long line of proven criminals?"
Ogden Nash

"An optimist stays up until midnight to see the new year in. A pessimist stays up to make sure the old year leaves."
Bill Vaughan

"The new year begins in a snow-storm of white vows."
George William Curtis

“A new year is unfolding – like a blossom with petals curled tightly concealing the beauty within."

A prayer for 2009

FOR 2009 MAY GOD
BLESS you with what you PRAY for,
REWARD you with what you WORK for,
GRANT you with what you HOPE for, and
SURPRISE you with lots of MIRACLES in your life.

Dr. Salvador Ortiza,

A "special" Texas High School Football Game (ESPN story)

They played the oddest game in high school football history last month down in Grapevine, Texas.

It was Grapevine Faith vs. Gainesville State School and everything about it was upside down. For instance, when Gainesville came out to take the field, the Faith fans made a 40-yard spirit line for them to run through.

Did you hear that? The other team's fans?

They even made a banner for players to crash through at the end. It said, "Go Tornadoes!" Which is also weird, because Faith is the Lions.

"I WOULDN'T EXPECT ANOTHER PARENT TO TELL SOMEBODY TO HIT THEIR KIDS. BUT THEY WANTED US TO!"
It was rivers running uphill and cats petting dogs. More than 200 Faith fans sat on the Gainesville side and kept cheering the Gainesville players on—by name.

"I never in my life thought I'd hear people cheering for us to hit their kids," recalls Gainesville's QB and middle linebacker, Isaiah. "I wouldn't expect another parent to tell somebody to hit their kids. But they wanted us to!"

And even though Faith walloped them 33-14, the Gainesville kids were so happy that after the game they gave head coach Mark Williams a sideline squirt-bottle shower like he'd just won state. Gotta be the first Gatorade bath in history for an 0-9 coach.

But then you saw the 12 uniformed officers escorting the 14 Gainesville players off the field and two and two started to make four. They lined the players up in groups of five—handcuffs ready in their back pockets—and marched them to the team bus. That's because Gainesville is a maximum-security correctional facility 75 miles north of Dallas. Every game it plays is on the road.

This all started when Faith's head coach, Kris Hogan, wanted to do something kind for the Gainesville team. Faith had never played Gainesville, but he already knew the score. After all, Faith was 7-2 going into the game, Gainesville 0-8 with 2 TDs all year. Faith has 70 kids, 11 coaches, the latest equipment and involved parents. Gainesville has a lot of kids with convictions for drugs, assault and robbery—many of whose families had disowned them—wearing seven-year-old shoulder pads and ancient helmets.

So Hogan had this idea. What if half of our fans—for one night only—cheered for the other team? He sent out an email asking the Faithful to do just that. "Here's the message I want you to send:" Hogan wrote. "You are just as valuable as any other person on planet Earth."

Some people were naturally confused. One Faith player walked into Hogan's office and asked, "Coach, why are we doing this?"

And Hogan said, "Imagine if you didn't have a home life. Imagine if everybody had pretty much given up on you. Now imagine what it would mean for hundreds of people to suddenly believe in you."

Next thing you know, the Gainesville Tornadoes were turning around on their bench to see something they never had before. Hundreds of fans. And actual cheerleaders!

"I thought maybe they were confused," said Alex, a Gainesville lineman (only first names are released by the prison). "They started yelling 'DEE-fense!' when their team had the ball. I said, 'What? Why they cheerin' for us?'"

It was a strange experience for boys who most people cross the street to avoid. "We can tell people are a little afraid of us when we come to the games," says Gerald, a lineman who will wind up doing more than three years. "You can see it in their eyes. They're lookin' at us like we're criminals. But these people, they were yellin' for us! By our names!"

Maybe it figures that Gainesville played better than it had all season, scoring the game's last two touchdowns. Of course, this might be because Hogan put his third-string nose guard at safety and his third-string cornerback at defensive end. Still.

After the game, both teams gathered in the middle of the field to pray and that's when Isaiah surprised everybody by asking to lead. "We had no idea what the kid was going to say," remembers Coach Hogan. But Isaiah said this: "Lord, I don't know how this happened, so I don't know how to say thank You, but I never would've known there was so many people in the world that cared about us."

And it was a good thing everybody's heads were bowed because they might've seen Hogan wiping away tears.

As the Tornadoes walked back to their bus under guard, they each were handed a bag for the ride home—a burger, some fries, a soda, some candy, a Bible and an encouraging letter from a Faith player.

The Gainesville coach saw Hogan, grabbed him hard by the shoulders and said, "You'll never know what your people did for these kids tonight. You'll never, ever know."

And as the bus pulled away, all the Gainesville players crammed to one side and pressed their hands to the window, staring at these people they'd never met before, watching their waves and smiles disappearing into the night.

Anyway, with the economy six feet under and Christmas running on about three and a half reindeer, it's nice to know that one of the best presents you can give is still absolutely free.

Hope.

The future (Written by 10 year Mattie Stepanek)

Even though the future seems far away,

It is actually beginning right now.

And while we are living in the present

We must celebrate life everyday.

Knowing that we are becoming history

With every word, every action,every moment.

Because we, today,are the history of tomorrow.