Who is Gen Z

During the month of March I gave two presentations on Gen Z.  Have you heard of them?  Well if you haven’t you soon will.  Let me be the first to introduce you to them.

Gen Z by the Numbers
Some demographers and researchers describe them as the 1990s babies (born 1990-1999) and others use the 1995 – 2004 birth years as the defining age range.  Which means the years which define Gen Z are fluid (for now), unlike the generations we have been chatting about for years…Traditionalists, Baby Boomers, and Gen X.  Being born in the 1990s (or up until 2004) places a Gen Zer in the 8 year-old to 20 year old range.  Which means Gen Z is the basically the second half of the Millennials.  The first half of the Millennials were born in the 1980s and are now in their 20s…you know, that young kid working beside you.  (Just so I don’t confuse anyone the term “Millennial” and “Gen Y” can be used interchangeably.)

Generational Disclaimer Alert:
When I or anyone discusses the generations we are talking about 10s of millions of people and we make broad generalizations for a group of people that spans 10 to 20 years.  You are stuck in your generation because of your birth year (blame your parents if you don’t like your generation) but that does not mean you won’t have commonalities with another generation’s characteristics.  And understanding someone by their age is just one slice of the onion when it comes to understanding why someone is the way they are.

What Goes Around, Comes Around
Strauss and Howe explain that generations are cyclical and we go round and round between two types.  A team generation is followed by an individualist generation which is followed by a team generation and the cycle continues. So the theory goes Baby Boomers are a team generation, Generation X is an individualist generation, Millennials are team and Gen Z will be individualist. But Gen Z is basically the younger version of Millennials so this point could still be up for debate.  Remember – the cycle impacts how companies respond to the growth and development needs of the workforce.  Do you need the work environment to support working in teams peppered with constant feedback, or not?

World Events
For those who study the generations (or just find them interesting) you know we look at two big areas for information on what will shape a generation.  First is world events impacting the formative years and parenting styles.  Some world events to consider which will shape the perceptions and values of Gen Z are 9/11, the recent recession on a local, national and global scale, the constancy of war, global civic unrest, and new advances in technology.  Pop culture also influences a generation as well but to a lesser degree.

Impact of Technology
Most people have been describing Millennials are digital natives but when you look a little deeper, the older Millennials were in their 20s when tablet fever took hold. True, computers and cell phones were very much part of their daily lives but the speed of communication and new technology introductions really began to take hold throughout the last decade or so, meaning older Millennials didn’t grow up with that kind of technology from birth.  To be described as a native…you need to not know life without it.  Many claim Gen Z will be our true digital natives but I question if the generation following Gen Z – those under 10 years old (and all generations that follow) – will more likely deserve that label.  Consider the 5 year old who tried to change the TV channel by sliding the screen (and couldn’t figure out why it wasn’t working) or the growing number of 3 year olds with their own iPads.

Who Are Their Parents and Why Do We Care?
Gen Z parents are in their 30s and 40s – for the most part – which means Gen Z is being raised by Gen X.  How Generation X raises their children will say a lot of about who they become, as a collective.  What we do know …the ‘every kid is a winner and deserves a trophy’ mantra and mindset continues for adolescents today.  And it is creeping into our preschools.  Parenting magazine (It’s Only a Game, p. 23, April 2012) ran an article on the growing trends of preschools opting to remove games with clear winners and losers.  In addition there is some traction being reported that parenting is moving from the flurry of activities (the more the better) to “slow parenting” or “free-range parenting” in which the idea is to not over-program your kid.  The recession of course plays a big role in this as well as the squeeze on the middle class.

So Gen Z is here to stay…what are your thoughts on them?

Did the PwC Chairman read my Accounting Today article?

In October of last year I published an article in Accounting Today magazine titled “Managing the Millennials…Firms must deal with their changing expectations.”  In the article I discuss how accounting firms are finding themselves stuck between the way the business has been run for decades and the changing expectations of Millennials as they consider their long-range career track. I made the argument that :

“Accountants and auditors are valued precisely because of their deep knowledge and expertise, so radically altering the business model is unrealistic. Yet the looming demand for accounting services and the shrinking talent pool give urgency to finding ways to accommodate the expectations of young workers.” 

Millennials want to develop their skills, be challenged and not pigeonholed into one job or function for the rest of their career (sound familiar?).  Cross-training is considered a valuable growth opportunity as Millennials develop skills that give them mobility. In the article I urge accounting firms to start the conversation now on how to better grow and develop this need in their young talent. 

Well is seems the PricewaterhouseCoopers Chairman Dennis Nally may have read my article.  In a recent issue of The Wall Street Journal, when asked what is the biggest challenge for companies when trying to recruit talented staff, Nally responded with:

“This millennial generation is not just looking for a job, they’re not just looking for salary and financial benefits, they’re looking for skill development, they’re looking for mobility, they’re looking for opportunities to acquire different skills and to move quickly from one part of an organization to another. How you manage that sort of talent and how you deal with their expectations is very different from what’s been done in the past.” (July 11, 2011, “PwC Chairman Aims to Keep Millennials Happy”)

Mr. Nally – I couldn’t agree more and if my article helped you formulate your people strategy I am pleased it was of use to you. To other companies, not just accounting firms, it is time to understand how the needs of the Millennials regarding career growth and future expectations are changing your workplace and workforce. 

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*Please note – SBR Consulting, LLC is becoming Randall Research… Data-driven solutions for people-driven companies™.  Our services have not changed but our new name better reflects our core mission of using data to drive employee engagement and productivity.  Our new website will be www.randallresearch.com. *

A University Recruiting Perspective on Millennials and the Recession

Our expert series continues with a conversation with Lisa Simmons who is the assistant director of recruiting for the Schools of Business at Wake Forest University.  Our research uncovered interesting findings on the value of education and degrees and Lisa provides insight from her perspective of working within higher education.  Enjoy!

Q: As the Assistant Director, Recruiting for the Wake Forest Schools of Business, what were your initial reactions to the findings in the white paper? 

A: Actually, several points really struck a chord with me.

• Distrust of “big business“ – Millennials hold out a larger and more holistic ideal for companies than the profit motive.  Their model business is engaged in sustainability, diversity, and is giving back to the community. By and large, they are people and not profit focused.  They believe in “doing good” and expect to be treated as a human being and not a commodity by their employers.  
• Dissatisfaction with current employment – Your findings about Millennials actually reflect that of the larger American workforce.  So, while this was no surprise, it did reinforce the belief that college students need careful career exploration and a career plan.  
• Doubt about cost versus value of college education – This has been in the news a lot lately.  Parents, students, and even various pundits have been discussing the issue.  There is no doubt that college can be an expensive endeavor.  Yet, without a degree, it is difficult for young adults to find work and then to grow.  That’s not to say that it cannot happen; only that it is very rare. It is just very difficult to get a foot in the door of a company without the requisite education.  

Q: From your perspective, what are some best practices employed by Wake Forest University Schools of Business in preparing students for the “real world?”

A:

• Focus on lifetime career management – Our career staff provides students with the necessary tools to manage their career and job search, not just while in college, but for a lifetime.
• For-credit career education – Career education is a mandatory part of the curriculum.  While academics are of supreme importance, the student’s ultimate success will be measured by employment.
• Four P’s Program – The career coaching staff trains students in the Four P’s of Purpose, Passion, Preparation, and Performance, which is a solid foundation for career contentment and achievement.
• Dedicated Employer Relations – Having a dedicated staff allows full-time pursuit and development of employer relationships.  Some models I have seen place the responsibility for employer relations on the career coaching staff.  That leaves less time for specialization in either area. 
• Mentorship Program – Career staff carefully pair corporate volunteers with students to provide a more rounded real-world experience.
• Supportive administration – Our administrators understand the importance of student success in our own success as a school.  They supported the building of a career staff that could meet the needs of students.  Wake Forest Schools of Business was featured in a June 10, 2011 Inside Higher Ed article entitled MBA in Job-Hunting?

Q: Do you find that students ask different questions than students did 5 or 10 years ago regarding the ROI on their college education investment?

A: It’s my opinion that the value of a college education has not changed but the perception of its value has in the weak job market.  A college education has been understood to be the usual gateway to the “American Dream.”  It is a door opener and a box that must be checked for many jobs. While it is still true that a college degree is a necessary step on the path to a career, given the state of the job market, some students (and even parents) may have begun to doubt. 

The competition for jobs is high.  Job seekers not only need a degree for many jobs, but also must be competitive in job seeking. It’s like the adage, “I don’t have to outrun the bear, I just have to outrun you.”  Thus, job seekers need to outpace the competition.  The resume, elevator speech, and interview skills must be polished.  The candidate needs to be able to relay his or her value to the employer.  In addition, the candidate should be able to demonstrate knowledge of the company, industry, and competition.  That is why university career services offices are crucial to student success.  

Q: As mentioned in the white paper, there have been numerous recently released statistics regarding people looking to make a move and my research showed 70% of Millennials were considering the possibility of changing jobs.  As someone on the ground floor working with the Millennial generation, what is your reaction to these type of statistics?

A: I think there may be a few factors at play here.  First, as students step out into the world for the first time, they may learn that things are not quite as they once imagined.  Reality may shake apart previously held idealistic views when they finally get on the job.  Perhaps the job that they thought they wanted no longer seems to be a good fit, or maybe the industry in which they are working is no longer desirable.  Of course, the current economic conditions are not facilitating employee satisfaction by and large.  The temptation for employers is to try to do more with less, and this usually falls on the shoulders of the employees via increased workload, light to non-existent raises, few promotion opportunities, and benefit cuts.  There may even be inadequate funds for professional development and other needs / programs.

Another reason that Millennials might be unhappy is that they did not receive enough career assistance while in college.  Either their school did not stress career management or students never believed it to be necessary.  They may have taken the first job offered rather than having set and pursued a goal throughout college, culminating in a close approximation to their dream job.  How many undergrad students become engaged with career services when they are freshman or sophomores versus the last semester of their senior year when graduation is knocking on the door?  How many graduate students ignore the career resources at their disposal? The temptation may be to pursue the academics and let the career development take care of itself.  Unfortunately, that strategy works best at or near full employment and not during a recession. 

Wake Forest is concentrating on the development of the whole person since the launch of the Office of Personal & Career Development. Likewise, the Wake Forest Schools of Business, faculty and staff are very involved with students because our success is measured by their success.  Thus, shortly after orientation, our career staff begins to expose students to the work world through industry panels, company information sessions, company site visits and trips, practical learning opportunities and other career education opportunities.  In addition, they assist students in putting together a plan and a brand and provide a mentor.  This leads to more informed career decisions that are likely to boost eventual job satisfaction. 

Thank you Lisa for your time!

The Employee Experience…Not Just For Millennials

Our expert series continues as we look deeper at the survey results released in the Millennial Generation Today: Impact of economic environment on recruitment, retention and engagement white paper.  We are speaking with Bob Dean who is the Director of the North American business for Profiling Online, a global talent management solutions company. Bob has served as a senior executive for learning and talent management for Ernst & Young, Grant Thornton and Heidrick & Struggles. In 2006, he became one of the first ten people in the world to be certified in the models and frameworks of the The Experience Economy.  Bob uses this certification to design, develop, and deliver transformational customer and employee experiences for his clients.

Q: What are your initial thoughts on the survey results?

A: The survey covered information that is relevant today.  When you consider the financial meltdown and all that has happened in our country, and the world, information or articles on one generation from three years ago may not necessarily be as relevant today.

Q: Where or why have companies lost their way in engaging employee over the last few years?

A: Many corporate cultures have failed to adapt in the last 10 years.  Companies need to get back to their core values and what they stand for.  Companies should consider what culture they currently have and if it is the type of culture they need to sustain their businesses.  If it is a sustainable culture then the communication with employees has to change and have substance.  Communication has changed dramatically and communicating with employees is more than just an intranet or Facebook page.

Companies, especially large ones, have historically thought anything they needed to know as an organization they could find by tapping into their employees, their inside collective knowledge.  When they needed to know something they went to their employee source.  But what happens to companies when a large number of the employees leave through a layoff?  That company’s collective knowledge is now out in the market place.  And the marketplace now mirrors what the company once was in terms of knowledge. 

A company is either a closed culture or an open culture and those that are closed have lost their way and are not quick to understand the value of talent and tapping into collective knowledge. 

Q: Explain the employee experience concept?

A: Millions and billions of dollars is spent on corporate learning and development.  If you assess the retention and application of what’s covered in training sessions – it is maybe 20%.  So, much of the training has become a “check the box” activity.  Companies, spending that kind of money, need to get more out of their investment, should want to get more out of their investment.  The idea of the employee experience is to design learning experiences that deliver and make an impact.  Think about getting coffee at Starbucks versus your home.  It is the personal experience that differentiates what you remember and apply (in this case choosing to return to Starbucks).  The employee experience was adapted from The Experience Economywritten by Joe Pine and Jim Gilmore in 1999.  I was certified in this book in 2006.  The concept started with differentiating the customer experience through customization and has been adapted for the employee experience. You can learn more at www.strategichorizons.com.

Thank you Bob for your time and expertise.  I appreciate you sharing your knowledge with our readers.

Looking Deeper at Social Entrepreneurship: Here to Stay or a Fad?

We are enjoying our expert interview series as we dive deeper into our “The Millennial Generation Today” research results.  We have spoken with a financial expert for graduates, CEO of a staffing and recruiting agency, CEO of a national Millennial-led organization and we continue our blog series today with Christopher Gergen, a visiting lecturer and adjunct faculty member of the Hart Leadership Program at Duke University’s Terry Sanford School of Public Policy.  Our discussion continues with social entrepreneurship.

So let’s start with some food for thought…what does it mean for companies today – your company – that a majority of Millennials want to work for a company that does well by doing good?  According to our research 66% of Millennials believe it is important to work for a company that embraces and supports social responsibility and 69% want to work for a company that does well by doing good.  What does this mean for your company?

Q: So is social entrepreneurship here to stay or just a fad?  

A: I teach an undergrad class at Duke called “Leading as a Social Entrepreneur.”  I will be teaching it for the second time this coming fall and we already have 40 students on the wait list; this class fills fast.  Students are interested in taking these kinds of classes because they have a significant appetite for learning about opportunities that align with their values.  Consider the largest student group at Fuqua (Duke’s School of Business) is Net Impact.  Duke’s Net Impact mission states: 

As business school students, we believe our greatest benefit to future employers is not only increasing their bottom line, but doing so while creating a sustainable world. We believe sustainability will continue to emerge as a value creation opportunity for businesses in the 21st century.

There are Net Impact chapters at business schools all across the country and there are others opportunities for students to get involved including the Social Enterprise Conference at Harvard which is the largest student led conference, and the growing number of Changemaker campuses. 

Q: Our research shows that while it is important for Millennials to work for companies which embrace social responsibility there is a disconnect with Millennials being skeptical of companies and their corporate social responsibility (CSR) plans.  What are your thoughts?

A: I think this reflects a broader trend of growing corporate skepticism.  Companies claim they are green but in reality they are not, their statements are superficial.  There is a move toward a more authentic direction.  Standards are being created to define what social responsibility really means.  Through the B Lab a validation process certifies companies a B Corporations.  And companies that are authentic in their drive for the triple bottom line attract better talent, have a more loyal customer base, and attract a different kind of investor, an “impact investor” looking to make a difference. 

Q:  Our research found only 9% want to start their own company in the next five years but 46% do want to work for themselves.  What are your thoughts on these findings? 

A:  Millennials, like most of us, want control of their own destiny.  They want to live an intentional life that has a purposeful path.  They are seeking to work with smart, passionate people and want to be constantly challenged.  We all want these things but in this generation I see it more pronounced.  They want to pursue a path that keeps with their values.  In the classes I teach there is an entrepreneurial mindset. But it also depends on how you define “entrepreneur.”  There are different shades of entrepreneur – consider the free agent versus a scaled entrepreneur. 

Thank you Christopher for your time and providing great insight on social entrepreneurship and what it means to the Millennial generation. 

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Expert Interview Series: Market Movement

Our expert series continues with a Q&A with Melissa McGuire, CEO and founder of Sherpa.  Sherpa is a Charlotte-based staffing, recruiting and consulting agency focused on the fields of accounting & finance, technology and project management.  You can find them online at www.sherpallc.com. 

Q: As mentioned in our white paper (The Millennial Generation Today: The economic environment impact to recruitment, retention and engagement), there have been numerous recently released statistics regarding people looking to make a move and our research showed 70% of Millennials were considering the possibility of changing jobs. What is your reaction to these type of statistics?

A: I believe the statistics. First of all, I believe a large percentage of all employees are considering changing jobs. Never before have I heard so many people express so much stress about their jobs. Most have worked harder than ever during the recession and have received fewer rewards: lower or no bonuses, less 401k matching, less job security, higher health care costs, etc. Additionally, because of fears of layoffs and pressure to produce results has lowered morale in many companies. I don’t track millennials because I don’t look at age when evaluating people, but those newer to the work force are likely to be disillusioned with their jobs and believe there are greener pastures. However, I do believe that most will find better times if they stay in their current jobs. But, the trust has been broken, so many will probably leave.

Q: Do you see movement of those currently employed starting to pick up or has it held steady throughout the recession?

A: I have seen people very reluctant to change jobs during the recession. Instead, they hung on to them, even if they didn’t like them. It is the increase in confidence in the economy that is creating the environment for job changing. There are more jobs to move to and there is a little less fear of being the “last one in” at a company, which is the fear that they could be the first one out if the company had layoffs.

Q: When your recruiters contact passive candidates (those currently employed) are they more willing to consider an opportunity you may be calling about than they were 2 or 3 years ago?

A: Definitely.

Thanks Melissa for taking the time to answers our questions.  We appreciate your insight and know the statistics have some of those responsible for retaining their current talent very nervous. 

As a reminder, the white paper is available for download at www.sbrconsult.com.

Planning for the Future – Guest Interview Re: New Millennial Research

For the next few weeks I will posting a question and answer format with experts in different fields to dive deeper into the results of my research.  We will discuss movement in the market, social entrepreneurship, high cost of education and more. 

For our first “Expert Conversation Series” we are talking with Shay Prosser.  Shay is the co-founder and lead trainer of Get It Together Today. Get It Together Today is a leader in independent financial and legal education. They offer workshops, trainings and mentoring to help all of us manage the business of life. Shay’s new book, authored with her business partner Hallie Hawkins, is now available at www.nowgetittogether.com.  The book is titled Get It Together: The Real-World Money Guide for Graduates.

Q: Our research shows only 41% of the Millennials make saving for retirement a priority? How does this strike you – better than you have seen in recent years or worse?

A: Your research seems to be in line with what I would expect, and frankly it is probably a greater percentage than the % of people in the average population that made saving a priority before the recession. The Millenials are seeing what is happening to older workers and have experienced layoffs firsthand, and as you state in your research, they have found out that it is not pretty. I think in recent years they have become even more aware of the need to take care of yourself and save for a both a rainy day and for the inevitable, getting older. Of course I would love to see an even higher number think saving for retirement, but given their current age and how far away retirement can seem 41% is pretty good. What is also encouraging is that they are looking more closely at benefits that companies offer. For many companies benefits are a place they can be competitive, and retirement is often a centerpiece of those benefits. By simply taking advantage of the opportunity to save some, hopefully with an employer match, a Millennial can get well on their way to financial security.

Q: Can you provide a few tips on how to prepare for retirement for those in their 20s?

A: The best tip I can give about preparing for not only retirement, but your financial life, is to educate yourself. Students are taught algebra and foreign languages in schools, but very often are not taught basic financial skills. Dealing with your own financial life is something everyone has to do throughout their life. So start out right by understanding the basics. Once they understand the basics they are in a far better place to make good financial decisions. From what we have seen with our older clients, many downfalls have been from simply not understanding what they were doing, the options or the possible consequences. Here are a few tips to get started:

1. Manage your credit, don’t take it for granted – build a good credit rating by understanding what good credit is and how to maintain it.

2. The why is just as important as the how much – know why you are making a decision, and what it will give you both tangibly and intangibly. Then make the decision. Your research on higher education is a great example of this – if you are going to go back to school, or attend a pricier school, calculate how much more you will make and compare that to the student loans or savings you will need to spend to get there. And ask yourself, is it worth it?

3. Make choices – sounds simple, but it is important. Decide what you want and make a plan to get there. And make retirement part of your plan. Financial security is something that will help you weather the next downturn, and allow you the opportunity to direct your own life.

4. Start saving now – no matter how little it may seem that you can save now, it can make a big difference. The longer your money has to grow, the more money you will have when you need it.

Q: What advice do you have for graduates struggling with paying back loans and balancing saving for retirement.

A: I would say, do three things at once – save for the short term, save for retirement, and pay off your loans. No one thing is more important than the other. You can pay down your debt and save for both the long and short term all at once. The best way to do this is to separate your money into “buckets” and create a goal and a monthly contribution amount for each bucket. Think in percentage of your income rather than dollars. For instance, if you are making $40,000 and can put away 20% toward debt and savings (which is ideal) you have about $7000 (after taxes) to put away. If you pay $250 toward student loans each month you will have $4000 to put toward short and long term savings, which I would split evenly until you have 6-9 months of living expenses in your short term saving.

And of course there is more on all of this in our book Get It Together: The Real-World Money Guide for Graduates. Check it out on www.nowgetittogether.com

Thanks Shay for taking the time to comment on our research and provide practical advice for Millennials navigating the world of work and life!

Up next for our blog – we talk to the CEO of a staffing, recruiting and consulting agency on the movement in the market. Look for that post by the end of this week. Remember you can download The Millennial Generation Today white paper from www.sbrconsult.com. Click on the research tab.

New Research Release: What we need to know NOW about our largest generation

The Millennial Generation Today: Impact of the economic environment on recruitment, retention and engagement white paper is available online at www.sbrconsult.com.  The white paper is available complimentary.

Almost 1,200 Millennials (21 to 30 years old) participated in the national online survey to gauge how this generation feels about working in corporate America, thoughts on future employment decisions, and changing consideration of what’s important about work and their future. 

So what did our survey find? Here are a few key highlights…

• We have entered a “flight pattern” of workers wanting to find new employment opportunities. 70% of Millennials say there is a possibility they will change jobs.
• Women are more likely than men to consider leaving.
• Top three priorities are compensation, flexible work schedule and opportunity to make a difference.
• Despite the economic reality, 70% are positive about their future in general.
• Only 41% make saving for retirement a priority.

Results include findings on Millennials and the Workplace (will they stay or go, what’s important and the continual layoff affect), the Education Debate (high cost versus ROI and does your degree work for you?) and Future Visions (retirement, entrepreneurism and CSR impact). 

Take a moment and read through the white paper and then let us know your thoughts on the results.  We look forward to engaging in conversation with you.

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Follow our blog over the next few months as we talk with experts from areas related to our findings to dig deeper into the story of our data.  Up first is Shay Prosser, author of Get It Together – The Real-World Money Guide for Graduates.  She’ll discuss her thoughts on the retirement findings and the financial impact of our new economic normal on this generation. Look for her blog interview on Monday, May 23, 2011.

A Generational Leadership Vacuum?

Recently I co-presented at an event with a Dean of a Liberal Arts program on how colleges and universities are teaching students differently today and the impact that has on companies regarding development, training and work performance.  Keep in mind, for the most part, when we discuss traditional college students we are talking about the Millennial generation (born 1980 to 2000). 

But what our presentation was about is not nearly as important as the question I was asked by another academia at the end of the program.  The question was about the leadership vacuum being created within the Millennial generation.  Specifically the attendee wanted to know my thoughts on how the Millennial generation would lead one day and if we have a generation that will not be able to lead well. 

I’m not exactly sure how I answered because to be honest I think the question may be premature.  Isn’t it natural for an older generation to wonder and question – out loud – if the generation younger than them will be able to take their place one day?  When Generation X entered the workforce didn’t the Baby Boomers and Traditionalist question if we would have the work ethic to show up on time, day in and day out (remember they did call us ‘slackers’).  Now the Xers can’t wait for the Baby Boomers to hurry up and get out of the way so it can finally be their time to be in charge. 

And when in your 20s don’t you naturally make mistakes when it comes to leading or even working with your co-workers, typically your peers, and begin to develop your leadership style in the early part of your career?  Is there an expectation being set today that the Millennials should be able to graduate one day and shortly after assume the helm of a team, project or division and be successful at it?

When we discuss a leadership vacuum, is there really one?  If you look around your company how many people do you think would like to move into a leadership role? Could you make an accurate assessment that is not solely based on your subjective opinion?  And of those ready for a leadership role which ones have been trained, coached, mentored and held accountable for developing their leadership skills?  How many have received accurate and timely feedback on their behaviors and abilities?    

How many Millennials are receiving this kind of training and development now?  If you want them to lead for some future “tomorrow” don’t you need to invest in them now?

A New Generation Brand in Celebration of Earth Day

As we all know everything is going green (or eco-friendly, sustainable, renewable, and so on).  While some adopt these practices because they truly care, others do so because it looks good.  You can’t get away from the “green” movement.  It touches all facets of our lives from the building industry to household cleaners to retail and fashion.  Try being a recruiter today without a “green” message, regardless if it actually makes a recruit pick you over your competitor.  This potential ‘fad’ has taken root.  But what are the considerations of this movement for the next generation (those born after 2001), those who follow the Millennials/Gen Y? 

Some generational experts are calling them Generation Z which certainly fits and follows the previous two generations quite nicely – Gen X and Gen Y.  Others are referring to them as Generation Thumb because all they will know how to do is talk with their thumbs…which is really not that different from the Millennials.  But I propose a new brand for this group of 10 years old to those not yet born.  (Keep in mind a generation spans 20 years so in 2012 we will just begin to start welcoming the second decade of this latest generation to the world.)

I propose G² – Generation Green.  No, not because I think we are going to be raising a bunch of tree huggers.  I believe the green movement has roots in the parents of young children today and the habits will be passed down.  Our young parents today are the younger Xers (those in their 30s) and the older Millennials (those in their late 20s). 

When I was in college in the 90s we didn’t have recycle bins on every floor in our dorm but now they are staples on just about every floor in every dorm.  When you go shopping at IKEA or Earth Fare you have to figure out what is trash and what is not and as we all ask our kids to clean up the table those decisions now fall to them.  As I settle into my early 30s my husband and I have adopted more green and eco-friendly practices.  We, like a number of our neighbors, have rain barrels, plant gardens, shop at farmers markets and recycle in larger volumes than we did when we were younger (when our Baby Boomer parents called the household shots).  

We are creating habits with enough reinforcement to likely sustain our young children well into adulthood.  And this is why I think our latest generation should be rightfully named G² – Generation Green. 

Happy Earth Day to all the Generations.  Remember Earth Day is Friday, April 22^nd – don’t forget to plant a tree!