BAYLOR PROF SAYS GENERATION Y COULD BRING NEW VALUES TO WORKFORCE, SOCIETY
After the Generation X worker comes Generation Y, or the worker of the "Millennial Generation." But employers should take heart, says Baylor University management professor Dr. Joe Cox. The average Generation Y worker could turn out to be a keeper, he predicts.
In fact, compared to their Generation X counterparts, Generation Y workers seem to be perceived "much more positively: less hostile, with strong spiritual and religious values, no 'Cold War' or a 'Vietnam,' a stronger tie to their parents, and a sense of what is right and what is wrong."
A member of the Baylor business faculty since 1977, Cox has been studying the changing nature of America's workforce and the year-2000 challenges faced by employers. He defines Generation X workers as those born after 1961, and the emerging Generation Y workers as those born after 1980, "give or take a few years."
He says there is already a growing body of information addressing how the business world should and can work with the Generation X worker. "žBooks, seminars, internet sites, and articles in current journals are attempting to explain why this generation (Generation X) tends to have certain less-than-desirable traits: disloyal, short attention spans, selfish, not willing to pay their dues."
Purchasing? Cox says Generation Yers are drawn to style, fashion, cutting-edge products, but are very market savvy and know when they are being hyped. He says one researcher cited an "aging compression" as girls used to play with Barbie dolls until about age 9, but now, typically, they stop playing with Barbie at age 5 or 6. "The 'hurried child"š' syndrome is still with us and increasing," he says. "Certainly technology is the major purchasing pull: computers, personal digital assistants, cell phones, etc."
Is there a Generation Y stereotype? Cox says, "Probably not Seinfeld, as he is in his 40s and about done with his major fame years. Members of this generation seems to get along quite well with their parents . . . not as angry or rebellious. One possible stereotype would be the 'Jetsons,' from the television series of years ago . . . highly technology oriented, good intra-family relations, a dad who really wasn't good with technology, etc."
Says Cox, "Since this generation is bothered by hype and spin, they don't seem to lock onto a certain person/persona as the role model. They have seen their heroes like O.J., Princess Diana, politicians, etc. show that they are human."
"Obviously, " says the Baylor professor, "these characteristics or stereotypes are NOT typical of everyone in that generation. They are just generalities which seem to typify a large portion of each generation."
Cox can be reached at (254) 710-6193 or by e-mail at [email protected]
Submitted by Alan Hunt Baylor Public Relations (254) 710-6271 or [email protected]
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