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Gen Y, Net
Generation these and at least thirty other titles are used to describe the millennial
generation. They are the demographic cohort that directly follows to generation
X. The millennials are individuals thought to have been born and reached
adulthood around the turn of the 21st century. The term millennials though
a direct result from the term Millennium, was coined by two researchers Neil
Howe and William Strauss, authors of the 1991 book Generations: The History of America’s Future, 1584 to 2069. Howe and
Strauss define the Millennials as consisting of individuals who are born
between the years 1982 and 2004

are likely the most studied generation to date. This is a report according to
U.S. Census bureau statistics, there are plenty of them to conduct studies on, standing
at a whooping estimated global population of 80 million plus. They are
considered the largest cohort size in history. There is data available to find
most of what you are looking for, as the data is varied and sometimes
contradictory.  As a matter of fact,
Millennials are full of contradictions, which may explain the youth of this


To identify
the development stages and changes over timeTo
identify the various shortcomings of the generationTo
determine if there are any intrinsic and extrinsic motivational factors that
influence the generation To draw
comparisons between millennials from the western and African culturesTo observe
social behaviors and interactions practiced by millennials.To observe
physical and body image practices observed by the generation and its
psychological repercussions.To draw
comparisons between the Gen y and its predecessors.



What are
the main views and values of the generation?Roles of
technology and education for the generation?Cultural practices
of the generation across regions?Draw
comparisons between the Gen y and its predecessors. Is it just an evolution
cycle?Is the
generation failing?Are Gen y
motivational factors misplaced/justified?The
impacts of social interactions social media on the generation



study seeks to find out how the values of the generation. All studies on the
millennials are recent as is the generation and the research on them is quite
progressive. This paper will therefore act as a baseline of the conducted
studies that describe the current situations of the generation.



one-Description of the millennial generation and their characteristics. Who are
the millennials and how can we describe the generation.

two- Millennials in comparison to its predecessors and what are the notable
features that are unique to the generation that are not to its predecessors. Development
and changes over time.

three- Defining factors of the generation

*Millennial social interactions and social media
influences. This generations is considered the most diverse generation in terms
of social interaction, does this generation use this opportunity to network and
further themselves or use this as part of their social presence. The first generation
born into the digital era, almost becoming an easy sixth sense for this
generation, what are the pros and cons of technology? Millennials and the use
of social media, being the most dominant and active users on the platforms what
influences them, the rise of social media personalities and socialites, reality
stars and celebrities and their influences. The good and the bad of social

*Mental and psychological changes and changes in
the generations’ perspective over these matters. What is the generation’s
opinion on mental healthcare and mental issues affecting them and their respective
countries? Does this generation ignore mental issues if it is not an issue that
affects them directly? Are the generations and societal pressures pushing more
millennials to the edge? An analysis on the psychological repercussions the
generation faces, suicide and depression rates in this generations as compared
to other generations.

*The generations’ concentration on physical
appearance and image branding over content. Does it apply to all millennials
across different cultures, economic and social ranks?

*Millennials perspective on education and
employment. What are their views on education? Do they value their education? What
are their expectations of a work environment? Does this generation demand
companies to conform to their needs? Millennials views on entrepreneurship and
do they want to be their own bosses


*Unemployment rate, loans and debt rates within
the the generation living beyond their means?

*Violence, drugs and substance abuse. The rise
in use of cool party and designer drugs within the generation prescription
drugs, sedatives, tranquilizers, Sheesha, acid etc. Alcohol abuse within the
generation as a form of social interaction. An analysis on the statistics on
the drug use over time with increased use of hard drugs over time with a
comparison globally e.g. coast cocaine epidemic. Violence is due to easy access
to weapons over time, the need for the generation to make quick money, sustain
a certain lifestyle laziness to work hard are some of the motivational factors
that lead the generation to violence. Rise in gangs making it one of the
biggest pandemic globally.

*Immorality within the generation. Acceptance and
open practice of lgbt lifestyle, early pregnancies and rise in abortions which
has been normalized, sex practices and rise of philias and sexual taboos. Marriage
and changed value of marriage in this generation an analysis on the rise of
divorce rates and factors leading to it. Drug and alcohol abuse in pregnant
mothers and 21st century parenting with blurred parental roles and
rules within households.

*Cultural influences on the millennials a look
at the African culture and western culture millennials and the studies conducted
on both groups, shortcomings especially in the African studies and advantages
of the studies done on this groups and what can be done.

*Is the generation failing or is this an
evolution cycle and a repetition of what other previous generations did?


Literature Review

Like every other generation,
Millennials display generalized and unique traits. Economic, political, and
social background influences the culture and creates a lasting impact. Changes
cannot be fully understood for some time, usually around the time the unique
characteristics of the next generation become recognized. Imprints move through
the life cycle of individuals, making more significant impressions on youth
when they are forming their core values.  Of course, these societal
events affect other generations, though they are often interpreted differently
through the lens of maturity and experience. Eventually, the young adults of
one generation become the elders, carrying elements of their generational
influence with them and making a lasting impact on society. 

If each generation would be described
using personality traits, you may say that the baby boomer generation are
idealist. Generation X is the skeptical independent. Generation Y is the
connected, diverse collaborator, shaped by diversity, texting, social media and
the internet. 

It is therefore understandable that the
stereotypical ambitious boomer workaholic may be critical of one who does not
share the same ethics and values. The independent ‘Gen-Xer’ may not appreciate
the team orientation and desire for seemingly constant feedback. At the same
time, the social-minded Millennial may not understand the priorities of other

They are considered optimistic, with 41%
satisfied with the way things are going in the world, compared with 26% of
those over 30.Optimism abounds despite the many tragic events that have shaped
this generation, such as US bombing in Nairobi terrorist attacks, school
shootings like, the 2004 Southeast Asian tsunami, and hurricane Katrina.
Political, economic, and organizational influences.

They are considered the most diverse
generation, young people are more tolerant of races and groups than older
generations. Multitasking redefined, Millennials are considered multitaskers
extraordinaire, though brain science tells us that multitasking is a myth. More
likely, they are apt to switching tasks quickly enough to appear to be doing
them simultaneously.  When it comes to heavy media multitasking, studies
show greater vulnerability to interference, leading to decreased performance.
Some studies suggest that this generation is rewiring the brain with extensive
multitasking training, evidenced by the teenager who can simultaneously text on
his/her mobile device, watch TV, and do homework. They are retraining the brain
to reduce the performance deterioration of multitasking by increasing the speed
of information the brain processes. This rewiring allows multiple tasks to be
processed in more rapid succession. This activity and research suggest that our
brains are evolving. 

Some researchers say that the
Millennials are a Self-Generation and individualistic today’s youth are more
interested in extrinsic life goals and less concerned for others and civic
engagement. They are described as overly self-confident and self-absorbed. This
generation masters self-expression, with 75% creating a profile on a social
networking site, 20% posting a video of themselves online, 39% with one to six
tattoos, and 23% with a piercing in some place other than an earlobe. There
is also a trend toward personal branding, which, on its surface, appears
self-promoting. Looking a bit deeper reveals a method for young people to
identify their passions and determine the most convenient path forward, rather
than having others set a path for them. 

Millennial’s main sources for news are
television (65%), the Internet (59%) and the radio (45%). Lagging behind is
newspapers (24%).Different from the youth of the two previous generations,
parents have considerable influence on Millennial’s political views. In one
study of young leaders, 61% listed parents and at least one celebrity as most
influential, far in advance of public leaders (19%) and the media (12%). Faith
leaders ranked as having minimal or least influence. 

Millennials are never far away from
their next text, with 80% sleeping with their cell phone next to the bed. For
some, this bed is in their parents’ homes, as 13% have “boomeranged” back
because of the recession after living on their own. Thirty-six percent say they
depend on financial support from their families.

Many Millennials have grown up with
parental support and encouragement and have experienced relatively comfortable
lifestyles. Approximately 20% Millennials living in poverty have not been so
privileged. Nearly half of Millennials feel they may be worse off than their
parents. Health trends indicate that Millennials could be the first generation
in over a century to see their lifespan level off and even decline, with
obesity and lifestyle diseases becoming epidemic.


The study will be conducted
on USIU-Africa grounds the unit of analysis is individuals. The study sample is
specifically USIU-A students not staff or faculty.

Sample size is 80-100
students with a margin of error factored in the sample size

I will use stratified sampling this is the
process of dividing members of the population into homogeneous subgroups before
sampling. The strata should be mutually
exclusive i.e. every element in the population must be assigned to only
one stratum. The strata should also be collectively
thorough to make sure no element is excluded. I will then further use simple
random sampling within each stratum. The objective for this would be to enhance
accuracy of the sample by reducing sampling error. With the subgroups being
International students to represent the western culture, local and African
students to represent the African culture perspective and lastly millennial
parents within the campus either working or still studying.

I will also use comparative studies across generations,
derive comparisons advantages and limitations to the different studies.

I intend to use questionnaires as my primary method of
data collection backed by desktop research. I intend on having minimum bulk
with at least a one page short questionnaires that will bore and draw away
attention from the “impatient” generation. The data will be collected at the
following spots; USIU cafeteria, caffelatta, former sac offices and the Frieda
brown student center. My methods of analysis are both qualitative and
quantitative due to the comparative articles research, as well as
questionnaires used to collect the data.


The following primary code of ethics will be observed

1.      The activities organized by me the project student should make certain that
the data collection process is in accord with the universities community values
and norms, and

2.       Participation in the data collection process is voluntary for the
students. Students who express the desire to withdraw are allowed to do so at
any time. 

3.      All information or data collected on the students will be kept strictly
confidential. A student identification number and subgroup category will be
given and the names of participants will not be applicable to this study to
maintain anonymity.

4.      For purposes of confidentiality, the collected data will not include
student names as well as a read out agreement read out to the student prior to participation
explaining the study, the method of data collection and the wish for the
project student to keep students names in the study anonymous.

5.      The project student is responsible for the quality control of the data
coding and entry.



Being a
new field of study, comprehensive research done on the generation is
contradictory, there are extremes to every spectrum in this generation and despite
having a large sample size, this is also a generation out to “people please”
therefore want the best side of their story told and those who speak on the
worst sides are judged. An advantage is that this study is a compilation of
various research works that cover different sections that each have a role in
the generation.



Gen X, Millennials, what should next generation be?”. USA Today. Retrieved 24 November 2012.

Strauss, William; Howe,
Neil (2000). Millennials
Rising: The Next Great Generation. Cartoons by R.J. Matson. New York, NY: Vintage Original.
p. 370. ISBN 0-375-70719-0. Retrieved 17 October 2013.

Strauss, William; Howe,
Neil (1991). Generations:
The History of America’s Future, 1584 to 2069. Harper Perennial. 

Y” Ad Age 30 August

Francese, Peter (1
September 2003). “Trend
Ticker: Ahead of the Next Wave”.AdvertisingAge. Retrieved 31 March 2011. Today’s 21-year-olds, who
were born in 1982 and are part of the leading edge of Generation Y, are among
the most-studied group of young adults ever.

Samantha Raphelson (6
October 2014). “From
GIs To Gen Z (Or Is It iGen?): How Generations Get Nicknames”. NPR. Retrieved 7 October 2014.

Online NewsHour: Generation Next”. PBS. Retrieved 24 August 2010.

Shapira, Ian (6 July
2008). “What
Comes Next After Generation X?”. The Washington Post.
pp. C01. Retrieved 19 July 2008.

Armour, Stephanie (6
November 2008). “Generation
Y: They’ve arrived at work with a new attitude”. USA
Retrieved 27
November 2009


Erikson, E.H.
(1968). Identity: Youth and Crisis. New York: Norton.


Eysenck, H.J.
(1977). Crime and Personality. 3rd Edition., Routledge and Kagen Paul, London.


Farrington, D.
(2002). Explaining and Preventing Crime: The Globalization of Knowledge.

Fishbein, M.
(1993). Attitudes and Opinions, Review of Psychology  


Finkelhor, D.,
Ormrod, R., Turner, H. A., & Hamby, S. L. (2005).The victimization of children
and youth: A comprehensive, national survey. Child Maltreatment


Freud, S. (1923b).
Translated by Joan Riviere. (1927). „The Ego & the Id? (Hogarth
Press/Institute of Psycho-Analysis, London).


Freud, S. (1933).
‘New Introductory Lectures on Psychoanalysis? (Hogarth Press, London).



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