Ask any generation throughout the ages if they love their parents, and their answer will be “yes”, of course. Well, practically every generation. Gen X may answer in a way that make many of us uncomfortable! But Gen Y* really loves their parents. The rebellious baby-boomers who paved their way (and still do) with pomp and protest, are raising a generation who argue considerably less than they did with their parents and pave their direction with little if any fanfare.
Not pressured to prove or move. Moving back home after college is the new normal. 85% of current college grads are moving back in with their parents, and not only because of the challenging job market they find themselves in upon leaving school. Even prior to the recession, 67% made the decision to move back into their childhood room, and the comfort, convenience and care of their parents. Unlike generations before them, the status quo is something they can live with – at least for awhile. In Europe they are in favor of the same benefits that have been around for a long time, although the economic reality makes this highly unlikely.
Consider their non-engagement as much as their engagement. They make themselves seen and heard through their sheer numbers, not by calling attention to themselves. In the 2008 US Presidential elections, Gen Y showed up in mass to elect President Barack Obama. Their engagement was expected, and they delivered. Equally powerful, was their protest through non-engagement in the 2010 US mid-term elections. In both cases by showing up or passing, they drove the shift, and will continue to so.
Discover their subtleties, rather than make assumptions. Frankly, they are too thoughtful and polite to be rebels in the traditional sense – but they will execute their power to turn towards or away in huge numbers.
*Failure to connect may result in obsolescence.