Understanding Generational Differences on Campus NACA Regional Conference October 6, 2006 Birmingham, AL D. Kurt J. Keppler Vice President for Student.

Understanding Understanding Generational Generational

Differences on Differences on CampusCampus

NACA Regional ConferenceNACA Regional ConferenceOctober 6, 2006October 6, 2006Birmingham, ALBirmingham, AL

D. Kurt J. Keppler D. Kurt J. Keppler Vice President for Student AffairsVice President for Student Affairs

Valdosta State UniversityValdosta State University

Who are the People???Who are the People???

GenerationsGenerations A generation is composed of people whose common location in A generation is composed of people whose common location in

history lends them a collective persona. The span of one generation history lends them a collective persona. The span of one generation is roughly the length of a phase of life. is roughly the length of a phase of life.

On Campus Today (4 Generations)On Campus Today (4 Generations) Silent (1924-1942) Colin Powell/Gloria SteinemSilent (1924-1942) Colin Powell/Gloria Steinem Boomer (1943-1961) Steven Spielberg/Oprah WinfreyBoomer (1943-1961) Steven Spielberg/Oprah Winfrey Generation X (1962-1981) Michael Jordan/Jodie FosterGeneration X (1962-1981) Michael Jordan/Jodie Foster Millennials (1982-2002) Frankie Muniz/ Mandy MooreMillennials (1982-2002) Frankie Muniz/ Mandy Moore

““Millennial attitudes and behaviors represent a sharp break from Millennial attitudes and behaviors represent a sharp break from Generation X, and are running exactly counter to trends launched Generation X, and are running exactly counter to trends launched by the Boomers.” (Howe And Strauss,by the Boomers.” (Howe And Strauss,

What Impacts Generational What Impacts Generational Differences? Differences?

The Big 8The Big 8

MediaMedia Popular CulturePopular Culture TechnologyTechnology Current EventsCurrent Events Health/WellnessHealth/Wellness Personal AppearancePersonal Appearance EconomyEconomy DiversityDiversity

Keppler, 2004Keppler, 2004

Why Does this MatterWhy Does this Matter

We have four different generations at work We have four different generations at work together on campustogether on campus

People are at the heart of what we doPeople are at the heart of what we do The GAP is wideningThe GAP is widening Different values, experiences, styles, and Different values, experiences, styles, and

attitudes create>>>attitudes create>>> Misunderstandings and frustrationMisunderstandings and frustration

(ETSU, HR Presentation, 2005)(ETSU, HR Presentation, 2005)

As SGA Leaders….As SGA Leaders….

You will interact with students, faculty, You will interact with students, faculty, staff and administrators from these staff and administrators from these different generations! It is important to different generations! It is important to understand how they look at campus life understand how they look at campus life through their own lens.through their own lens.

The New Millennials- better The New Millennials- better known as “Millies”known as “Millies”

MMore Conservativeore Conservative IInterested in Group and Organization Affiliationnterested in Group and Organization Affiliation LLess Critical of Authority- Follow Rules …. To ess Critical of Authority- Follow Rules …. To

the “T”the “T” LLots More Optimistic about the Futureots More Optimistic about the Future IIncreased Consumerism- High Expectations & ncreased Consumerism- High Expectations &

DemandsDemands EExtremely Technologically Savvyxtremely Technologically Savvy SStay Busy!tay Busy!

(Keppler, 2004)(Keppler, 2004)

Howe and Strauss identify 7 Howe and Strauss identify 7 distinguishing characteristics for distinguishing characteristics for

the Millennial Generation: the Millennial Generation:

1- 1- SpecialSpecial—It has been communicated by the culture to the —It has been communicated by the culture to the Millennials that they are special and vital to the future of the nation. Millennials that they are special and vital to the future of the nation. They are also central to their parents' sense of purpose. Many of They are also central to their parents' sense of purpose. Many of their Boomer parents delayed having children until they were their Boomer parents delayed having children until they were financially secure, and a rising proportion went through financially secure, and a rising proportion went through extraordinary measures to conceive. Unlike the latchkey Gen-Xers, extraordinary measures to conceive. Unlike the latchkey Gen-Xers, these young people know they are special. these young people know they are special.

2- 2- ShelteredSheltered—Since the 1990s, there has been a major youth —Since the 1990s, there has been a major youth safety movement. We now see kids decked out in helmets and pads safety movement. We now see kids decked out in helmets and pads to ride bikes and strapped into elaborate car seats that would to ride bikes and strapped into elaborate car seats that would survive a nuclear explosion. Baby on Board signs and Tot-finders survive a nuclear explosion. Baby on Board signs and Tot-finders stickers were created for this generation. The Boomer parents of stickers were created for this generation. The Boomer parents of Millennials tend to be over-protective. Millennials tend to be over-protective.

3- 3- ConfidentConfident—Millennials have a high level of trust and optimism in —Millennials have a high level of trust and optimism in comparison to previous generations. They are hopeful of the future and comparison to previous generations. They are hopeful of the future and enjoy strong connections with their parents. It remains to be seen whether enjoy strong connections with their parents. It remains to be seen whether the September 11 terrorist attacks and recent economic downturn will the September 11 terrorist attacks and recent economic downturn will significantly alter this characteristic. significantly alter this characteristic.

4- 4- Team-orientedTeam-oriented—— Millennials have spent much of their time working and Millennials have spent much of their time working and learning in groups. As such, they have established tight peer bonds. learning in groups. As such, they have established tight peer bonds.

5- 5- AchievingAchieving— — This generation may well become the best-educated This generation may well become the best-educated American generation. They are goal-directed and achievement-oriented, American generation. They are goal-directed and achievement-oriented, with even sixteen-year-olds creating resumes for themselves.with even sixteen-year-olds creating resumes for themselves.

6- 6- PressuredPressured—— Millennials are pushed to study hard and avoid personal Millennials are pushed to study hard and avoid personal risks, pressured to succeed. risks, pressured to succeed.

7- 7- ConventionalConventional—— Millennials, as a generation, will support conventional Millennials, as a generation, will support conventional social rules and standards of behavior.social rules and standards of behavior.

Things that will separate Things that will separate Millennials from many of their Millennials from many of their

mentors:mentors:

1. For many of them today, it’s all about the “bling, bling.”1. For many of them today, it’s all about the “bling, bling.” 2. They know who the “Heroes in a half shell” are.2. They know who the “Heroes in a half shell” are. 3. Peeps are not a candy, they are your friends.3. Peeps are not a candy, they are your friends. 4. They have been “dissing”and “burning” things all their 4. They have been “dissing”and “burning” things all their

lives.lives. 5. They can expect to get a ticket for “ricing out their 5. They can expect to get a ticket for “ricing out their

wheels.”wheels.” 6. They knew how to pop a Popple and trade a Pog.6. They knew how to pop a Popple and trade a Pog. 7. They can still sing the rap chorus to the 7. They can still sing the rap chorus to the Fresh Prince Fresh Prince

of Bel-Airof Bel-Air and the theme song from and the theme song from Duck TalesDuck Tales..

© 2003 Beloit College, Beloit, Wisconsin© 2003 Beloit College, Beloit, Wisconsin

Ten Trends of the Information Ten Trends of the Information Age- The Millennial MindsetAge- The Millennial Mindset

1- Computers are not technology1- Computers are not technology2- The Internet is better than TV2- The Internet is better than TV3- Reality is no longer real3- Reality is no longer real4- Doing is more important than knowing4- Doing is more important than knowing5- Learning more closely resembles Nintendo than logic5- Learning more closely resembles Nintendo than logic6- Multi-tasking is a way of life6- Multi-tasking is a way of life7- Typing is preferred to handwriting7- Typing is preferred to handwriting8- Staying connected is essential8- Staying connected is essential9- There is zero tolerance for delays9- There is zero tolerance for delays10-Consumer and creator are blurred10-Consumer and creator are blurred (Oblinger, 2003)(Oblinger, 2003)

Generation XGeneration X

25-43 year olds (roughly)25-43 year olds (roughly) The Direct 6The Direct 6

Determined-- persevere, dedicated, self-assuredDetermined-- persevere, dedicated, self-assured Introspective– thought-provoking, analyticalIntrospective– thought-provoking, analytical Recreational Wizards-- experts at having fun, partying, Recreational Wizards-- experts at having fun, partying,

stress releasestress release Enterprising– creative, artistic, curious, “beat the system”Enterprising– creative, artistic, curious, “beat the system” Challenging– demanding, expect reasoning for Challenging– demanding, expect reasoning for

decisions, efficient user of resourcesdecisions, efficient user of resources Tolerant– broad-minded, mercifulTolerant– broad-minded, merciful

(Keppler, 1995)(Keppler, 1995)

Generation X InfluencesGeneration X Influences

MTVMTV Game BoyGame Boy Personal ComputerPersonal Computer Divorce rate tripledDivorce rate tripled Latch-key childrenLatch-key children LitigationLitigation

Description- “Skeptical”Description- “Skeptical”

13 Challenges for the 1313 Challenges for the 13thth Generation Generation

1- Create Good Jobs1- Create Good Jobs 2- Protect the Planet2- Protect the Planet 3- Control Crime3- Control Crime 4- Prevent Aids4- Prevent Aids 5- Reinvent Social Security5- Reinvent Social Security 6- Design a Post-Cold War Military6- Design a Post-Cold War Military 7- Make Education Affordable7- Make Education Affordable

13 Challenges Continued13 Challenges Continued

8- Give Equal Rights to Gays8- Give Equal Rights to Gays 9- Help End Homelessness9- Help End Homelessness 10- Guarantee Freedom of Choice10- Guarantee Freedom of Choice 11- Trim America’s Budget11- Trim America’s Budget 12- Win Affordable Health Care12- Win Affordable Health Care 13- Reform Our Politics13- Reform Our Politics

(Howe & Strauss, 1992)(Howe & Strauss, 1992)

The Boomer ParadoxThe Boomer Paradox

Boomers (roughly 43-60 year olds) believe Boomers (roughly 43-60 year olds) believe strongly in the following:strongly in the following:

LoyaltyLoyalty SenioritySeniority Hard work gets resultsHard work gets results Success is earnedSuccess is earned Their national heroes made a differenceTheir national heroes made a difference CompetitiveCompetitive Question AuthorityQuestion Authority $$$$$$$$

Baby Boomer InfluencesBaby Boomer Influences

SuburbiaSuburbia TelevisionTelevision WatergateWatergate Civil RightsCivil Rights HeroesHeroes Sex, drugs and rock “n rollSex, drugs and rock “n roll VietnamVietnamKey Word--- OptimisticKey Word--- Optimistic

The Silent Generation The Silent Generation (Traditionalists)(Traditionalists)

Traditionalists (60 +) value….Traditionalists (60 +) value…. Logic & DisciplineLogic & Discipline Status Quo- don’t appreciate changeStatus Quo- don’t appreciate change Their legacyTheir legacy PatriotismPatriotism

Influenced by----Influenced by----Great Depression, Roaring 20s, 3 Wars, G.I. BillGreat Depression, Roaring 20s, 3 Wars, G.I. Bill

Key Word--- LoyalKey Word--- Loyal

So as SGA Leaders, What does So as SGA Leaders, What does this Mean???this Mean???

Like, geography, ethnicity, religion, Like, geography, ethnicity, religion, social economic status, family history, social economic status, family history, etc…..etc…..

Age plays a part in campus diversity!!!!!Age plays a part in campus diversity!!!!!

An awareness of generational An awareness of generational influences can contribute to better influences can contribute to better communication.communication.