Posts Tagged ‘Optimism’

If you’ve been following our latest SCAN insights, you know that we’ve noted a decided shift from “me” to “we” and a new definition of individualism across our culture. Now a new book, Millennial Momentum, weighs in and suggests that cooperative-minded Millennials show an optimistic “we” orientation that ranges from social media as a given to a new approach to societal problem-solving.

Whether we call them Millennials or Gen Y, one thing is certain: this generation’s size and worldview is already shaping everything from entertainment to politics. Here’s how the book’s authors describe what makes them different: “Unlike earlier generations, they are oriented toward one another, toward the group, toward society. It’s true they have very strong, passionate beliefs, but they are also highly pragmatic. They work with one another to solve their own problems as a group.” The book pronounces them the next “civic generation” – likening their role to generations that emerged during other key points in history.

At the same time, Gen Y lines up with the rest of America on many other values: self-image markers (ethical, thrifty), the role of government, plummeting trust in institutions and more. Like generations before them, Gen Y has its own multi-layered personality. Is it possible that the generation who brought us the Kardashians just might help solve the bigger issues of our time?

Business Implications: It’s easier to market to optimists rather than pessimists. And Gen Y sees the glass as not just half-full but overflowing. Despite the current disruptive shot of economic realities, they still want to get on with their “exceptional life.” Can your brand be part of the “we” that gets them there?

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