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Gen Y: A new breed of student. Col McCowan Head, Careers & Employment Queensland University of Technology c.mccowan@qut.com www.qut.com/careers. Givens with young people. Identity development Social-emotional development Adolescent / parent relationship Peer group relationships - PowerPoint PPT Presentation
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Page 1 CRICOS No. 00213J
Gen Y: A new breed of studentGen Y: A new breed of student
Col McCowan
Head, Careers & Employment
Queensland University of Technology
c.mccowan@qut.com
www.qut.com/careers
Page 2 CRICOS No. 00213J
Givens with young peopleGivens with young people Identity development Social-emotional development Adolescent / parent relationship Peer group relationships
But is there another layer??
Page 3 CRICOS No. 00213J
GenerationsGenerations Every 18/19 years Common denominators
– Physical– Psychological– Social– Economic– Experiences in formative years (eg Bhutan / war..)
Similarities but diverse Reputations (eg Hippies in the 60’s) Themes for market research…
Page 4 CRICOS No. 00213J
Five GroupingsFive Groupings - Veterans/Builders, 20/30/40’s (going/gone) - Baby Boomers, 40/50/60’s (managers) - Generation X, 60/70/80’s (staff + some
students) - Generation Y, 82/00’s (students) - Generation Z, 01/19
Page 5 CRICOS No. 00213J
Gen Y - BackgroundGen Y - Background Witness economic growth, no bad consequences Central to family, treated as adults, value parents Bred for success, need chance to achieve and shine Parents want quality life for themselves as well as kids Protect from consequences Unchurched Material things equal success Without boundaries
– Nothing to break away from
Not so much theory – need relevance
Page 6 CRICOS No. 00213J
CharacteristicsCharacteristics Self confident, optimistic
– can seem arrogant or disrespectful
Quick decision makers– strawberry – chocolate
Interested in politics, but not to vote Comfortable with both technology and tradition Involve parents/grandparents
– money trees!
High tech - High touch
Page 7 CRICOS No. 00213J
Characteristics (cont.)Characteristics (cont.) Know they are customers and we need them Like to be entertained Multiple inputs Short attention span Concerned with self image
– In line with fads
Entrepreneurial Confirm chosen option
Page 8 CRICOS No. 00213J
Peter SheahanPeter Sheahan High acceptance of change/choices Anything is possible Flexibility Respect honesty / integrity (consumers??)
Page 9 CRICOS No. 00213J
Hugh MackayHugh Mackay Change is the only world they know
– What else is there? Leave to last minute. Anything better?
– Not necessarily disloyal
Mobile phone behaviour Focus on lifestyle Play precurser to socialisation / action
TV precurser to role models / entertainment Get tribal identity from others, as extended family Values vacuum - you work it out MWTKs - fringe dwellers
Page 10 CRICOS No. 00213J
Student (29 yrs) on Gen YStudent (29 yrs) on Gen Y Lack of awareness of & respect for needs of others Unreasonable demands and expectations Don’t take personal responsibility – blame others.. Cant wait for a lecturer to slip up Derogatory comments based on superficial features Arrogant, inflated egos, posturing, not genuine Image obsession – either ‘in’ or ‘out’ Limited attention span, lack of focus Poor organisational ability
Page 11 CRICOS No. 00213J
My summaryMy summary Egocentric High demand Instant Bomb Life style Image - cool Consumer Negotiation Little consequence Overload
Page 12 CRICOS No. 00213J
Learning/Working StylesLearning/Working Styles Jigsaw - fit enough pieces together to get the pattern
Mosiac - put bits and pieces together to create own picture
Scaffolding – make the steps clear, discrete & achievable
(sort of contradictory)
Page 13 CRICOS No. 00213J
Kolb Learning StylesKolb Learning StylesKolb - four styles: inside the square, outside the square, by doing, by thinking.
Enthusiastic - get totally involved quickly and take risks Imaginative - think before doing and have creative solutions Logical - understand and plan before doing Structured - get on and get done without distraction
Page 14 CRICOS No. 00213J
Choice as DynamicChoice as Dynamic ‘Choice is not an instantaneous or even short-term
period of decision. It is a momentary external expression of the balance between a wide range of social, cultural and economic perceptions.
Its expression is unlikely to be identical to its expression as a choice tomorrow’
Hemsley-Brown and Foskett,
Page 15 CRICOS No. 00213J
Image and ExpectationImage and Expectation Contracted images from own expectations Delegated images come from others’ perceptions Derived images from media All 3 important in shaping perceptual constructs Reinforcement, protecting & expressing of self image
High expectations (over optimism)– Over-estimation of chance/success– Default to a much less ambitious choice
Page 16 CRICOS No. 00213J
Choice StrategyChoice Strategy Not the culmination of a rational, reasoned process and
once made will be revisited Not necessarily a non-rational process but a choice of
justification strategies Rational within the confines of limited information,
minimised effort and pressure to preserve self-image Unstable, subject to change, modification and reversal
over short or long periods
We must view this ‘instability’ not as a sign of failure but as integral to their choice making
Page 17 CRICOS No. 00213J
Multiple ChangersMultiple ChangersUK Report Kidd & Wardman
research found that multiple changers Only ever considered one option, or Premature closure on decision due to
– Poor research– Many unresearched options– Poor time management /close to deadline
Page 18 CRICOS No. 00213J
Eg. Choice of Uni Eg. Choice of Uni (DEST, 2000)(DEST, 2000)
Major factors in decision/choice making
Use only but any two of Reputation Convenience Successful outcome Entry Score (measure of quality)
but low knowledge of specific characteristics
How to cope with 600+ courses
Page 19 CRICOS No. 00213J
Mismatched ExpectationsMismatched Expectations(DEST 2000)(DEST 2000)
Consumer orientation Oversell affects expectations & beliefs before Competition removes obligation to be well informed Few concrete expectations before arrive First weeks crystallise - testing/shaping Finding a place in a new peer group Expectations not met
Page 20 CRICOS No. 00213J
ApproachApproach Study UCSD Career Service:
– very important to deliver using latest technology:
informative, organised, current, effective, competent
– but most important to deliver:
a friendly service
Page 21 CRICOS No. 00213J
ImplicationsImplications
Not homogeneous as a group High tech (latest, competent)
High touch (friendly, personalised)
Choices (cursory, image driven, too many,
without consequence)
Style (how, what)
Normalise (work with)
Negotiation (skilled)
Image (protecting)
Involve parents/grandparents
Page 22 CRICOS No. 00213J
IssuesIssues Consequences Last minute Negotiation TV role models - active play Teach decision making Multi-modal approach Present in bite-size chunks Distract often
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