The New Generation and the Cultural Shifts that Define It.

It’s no secret that society has drastically changed, lifestyles have transformed and culture has shifted as things like technology, the economy, the environment and access to education all continue to hold changing roles in our lives.  The Internet, social media, global warming – for all of these reasons and more a newly defined generation was born – Generation Y.

Modern day society gives us resources at our fingertips to answer all of our questions and meet our quickly changing needs.  With access to these cutting edge resources, our expectations, for ourselves and those around us, change and, therefore, our performance and style of living changes also, and this is what Generation Y is built on.

As a result of these cultural and lifestyle shifts, to begin, one can assert that Generation Y is tech saavy, team oriented, entitled and interested in affecting positive change and philanthropy.  Members of Gen Y are most likely born between 1980 and the early 2000s and are also referred to as Millennials or Echo Boomers.  For more info on Gen Y check out Modite, a blog managed by Rebecca Thorman, Gen Y entrepreneur and marketing brain behind Alice.com.

It’s typical of Gen Y to be concerned about the environment and interested in accepting the responsibility to do what they can to protect and preserve, but it is also typical of Gen Y to feel entitled to the top-of-the-line products and equipment that help maintain this efficiency in the work and home space.  And some critics see the negative, “entitled” portion of the marriage as the heavier definer.  Gen Y is described by the unique, and very tricky balance of technology, instant gratification and responsible intentions.

As Fast Company reports in this article, Johnson Controls (IMRE client) explains that a study conducted by OSYGENZ found that at the office 70.3 percent of respondents want recycling bins, 47.4 percent want water saving devices, 52.7 percent want standby devices on all electrical equipment, 71.6 percent want to share printers and 47 percent want solar panels on site.

So we know that Gen Yers want greener products, but how do they learn about the newest trends and hottest eco-friendly items on the market?  They use the tool they know best – Internet.  Gen Yers are dedicated to consulting the group, their friends and word of mouth.  A 2009 research report, “Why Y Women” found that 92 percent of Gen Y women consider themselves trend leaders and 61 percent said they once they found or experienced a great new product or resource, they “share it with as many friends as possible.” This dependence on the group opinion and natural affinity to share their thoughts is a result of the strong presence of Internet and social media (blogs, twitter, etc.) in the life of the Gen Yers.  Their communication about new products, movements and causes is mostly affected by their experiences online and at exclusive events, not as much through magazine and television exposure.

Gen Y’s online communication has changed the way consumer and lifestyle trends grow.  The green living movement caught traction through some mainstream media communication, but once it was established, it was through online news sources, blogs and forums that the leading consumer brands in the movement really earned a strong identity.  So will Gen Y have what it takes to lead the sustainability revolution effectively? Some critics believe so, and some don’t.  It all ladders up to the careful balance Gen Yers will have to maintain the balance between the instant gratification and entitlement they are used to, and the sustainably philanthropy and responsible living they are attracted to.