What Do Women Want?
It seems like such a simple question and one that people have been asking each other since the beginning of time. There is still no formal consensus, and I certainly won’t attempt to answer it today. What I do want to share with you is new data specific to Millennial women and what they want, which may just surprise you.
Redefining Success
A recent survey of women from around the world found that there has been an overall “generational shift” in life priorities that redefine the concepts of success and life milestones. Conducted by Levi’s®, the survey found that almost all 1,000 respondents (96%) listed “being independent” as the most important life goal for them. Moreover, 87% of them defined success as “being able to shape their future.”
In addition, study participants responded that more traditional ideals and goals important to previous generations are most assuredly not as important to them. When identifying which life goals are important to achieving personal success, 68% selected motherhood and 50% chose marriage (participants could select multiple options). As for wealth defining one’s success, that milestone resonated with only 43% of respondents. Given the current economic state, unemployment rate and overall period of uncertainty, it’s no wonder responses were focused on breaking the traditional molds of success and independence.
The researchers concluded that, “Millennial women [are not only] reshaping what success looks like, they’re changing the way they reach their goals as well. More than half (58%) of women worldwide ‘do not have a definite plan to achieve their long-term goals.’ This lack of a ‘life plan’ is precisely what Millennial women seem to relish—and perhaps what makes previous generations so nervous, leading to accusations of extending childhood into their twenties.”
Back to the Future?
The findings reinforce much of the same data that helped spur the creation of Social Citizens several years ago. In 2006, the Center for Information & Research on Civic Learning & Engagement (CIRCLE) at the University of Maryland conducted a study on youth demographics that arrived at many of the same conclusions we are finding today. Among the many parallels to the Levi’s study, the CIRCLE report noted that young adults are less likely to be married and more likely to be unemployed. Sounds a bit familiar, doesn’t it?
Reflecting on these overarching similarities among study findings, it leaves me to wonder if anything has changed over the last few years. As time has passed, how do these studies reflect the evolution and maturation of the Millennial generation? Will the findings be any different five or 10 years from now?
What Millennial Women Want Now
Millennials distinguish themselves from previous generations in several ways, one of which is their cause lifestyle. The Millennial generation represents a youth that is “infused with giving and volunteering, eventually complemented by careers dedicated to causes.”
This is very much the case for women, and in particular, Millennial women:
- The Women’s Philanthropy Institute at the Center on Philanthropy at Indiana University Researchers concluded in its Women Give 2010 research that, "Women have been an overlooked or untapped resource to fund social change." When it comes to giving at least, “Women across nearly every income category give significantly more than their male counterparts – in many cases, nearly twice as much,” notes Debra J. Mesch, Ph.D., director of the Women’s Philanthropy Institute.
- A recent Reuters survey noted that, “Most young women believe they will achieve a balance between a rewarding career and a fulfilling personal life.”
What's to Come
Levi’s found a creative way to use this research and tap into this younger generation’s journey to success with a new portal called Shape What’s to Come. The online community is designed to empower women—primarily ages 21 to 29—from around the world and from all walks of life. The platform offers like-minded women the opportunity to exchange ideas, find inspiration from others and learn about everything from art and fashion to social entrepreneurship and education.
The community also features several extraordinary Millennial women who serve as ambassadors for the program and regularly post entertaining, engaging and inspiring stories. In addition, the community includes several high profile personalities, including Janelle Monae and Zooey Deschanel. “[Young women] are… fiercely independent. Which I think is pretty cool. But they still see the value of coming together. Which I think is even cooler,” writes Mary Alderete, Vice President of Levi’s Global Women’s Marketing.
Shape What’s to Come is just one example of how a company was able to utilize this research on Millennials. While it's certainly not the first to focus specifically on this generation, it will be interesting to see how the program develops over time. One benchmark I'll be looking at in the coming months is whether or not sales, consumer loyalty and brand awareness among Millennials are at all impacted.
What other notable marketing campaigns are there, and what do you think these campaigns are doing right or wrong when it comes to reaching Millennials? How can other sectors integrate and leverage this research to better communicate their messages?
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Social Citizen Sighting: Derek Blumke
Name: Derek Blumke
Current city: Washington, D.C.
1. What was your college experience like after coming back from serving in the Air Force in Afghanistan?
My college experience coming home from military service was difficult, because I did not have the sense of camaraderie, teamwork and sense of purpose I did while serving. I felt isolated because I did not feel like a "peer" with many of my classmates. While my friendships with the people I graduated from college with will last forever, it was the connection to other veterans on campus that made my college experience what it was.
2. How do you think the needs of Iraq and Afghanistan generation veterans are different than those of past generations?
The needs of this generation of veterans vary greatly from those of our past. The veterans who came home from World War II transformed higher education for the better and made themselves into the "Greatest Generation," and continued to transform our country to be what it is today. Other generations after that were not given the recognition, support and resources they deserved, and as result many veterans from the Vietnam War struggled in ways they did not deserve. They should have been thanked for their service, but instead they were degraded and dishonored for their sacrifices to our country. Today, veterans of the wars in Iraq and Afghanistan are being recognized, thanked and commended for their sacrifices, but they are still disconnected as result of the gap between those who wear the uniform and those who do not. Only 1% of the population serve in the United States military and many of those who have not, have difficulties understanding the life of military service - as much as they may like to.
3. How did you manage to expand Student Veterans of America with your co-founders to more than 300 chapters while still in school at the University of Michigan?
Teamwork. Student Veterans of America was founded not as result of the efforts of one individual, but instead came out of a universal need by student veteran leaders across the country. While I made significant sacrifices making SVA what it is today, so did countless others help in building a nationwide network of support for our returning warriors.
4. How has technology played a role in assisting your chapters and members? And for members supporting each other?
Facebook. Student Veterans of America chapters were initially connected through Facebook. It allowed us to find veterans on college campuses across the country and gave us the ability to help each other transition to college and succeed in growing a support network that helps tens of thousands of veterans successfully transition to college, and attain college degrees.
5. What has been one of your favorite moments since starting SVA?
While helping to pass the Post 9/11 GI Bill through Congress and watching it be signed into law was incredibly rewarding, the most significant moments for me are when I hear young student veterans thank SVA leaders, and myself, for giving them the opportunity to have a new mission, which is helping yesterday’s warriors become today’s scholars and tomorrow’s leaders.
For more information about Student Veterans of America, please visit www.studentveterans.org
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How can Millennials form the Next Generation Democracy?
Here on Social Citizens, we often times ask our readers how to best define the Millennial generation. Infographics and research tell us that Millennials are tech-savvy, intellectual and engaged, both on a community and national level. At the same time, Millennials are also extremely complex and often divided by issue, cause, area of study, and political party even among their peers.
Jared Duval taps into these similarities and differences in his new book, Next Generation Democracy. Duval asks, “What can we learn and expect from the rising generation of so-called digital natives, or Millennials? How are we different, if at all, from previous generations, and what skills, ethics, and approaches will inform our work as we rise to positions of influence in our society?”
How can we shape the next generation democracy?
Duval addressed these questions at the official launch of his book at Busboys and Poets in Washington, DC this week. Duval’s book argues that we can use the vast size and complexity of the Millennial population to our nation's advantage by creating a brighter, more united future for Americans. He defines Millennials not as a generation that just texts and tweets, but as one that has an incredible potential for “applying lessons from the world of Web 2.0 to the global challenges that now demand solving.”
The book provides a handful of personal accounts as told through Duval’s compelling narrative on how everyday, ordinary people use the principles of transparency, participation and collaboration in the open-source movement to enact large-scale social change. It’s written in a relatable and sensible tone that makes the book accessible not just to Millennials, but to the larger audience as well.
The launch event ended with an engaging open-ended discussion on Millennials and civic engagement, one that will hopefully be continued here and elsewhere on the web. If you’re interested in reading more, you can purchase a copy of Next Generation Democracy at your local bookstore or online at Amazon.com. You can also hear some of the audience’s opinions, including my own, on the topic in the video above.
So what does Next Generation Democracy mean to you? How do you think Millennials can take best advantage of the principles of open-source information and social media? And to what extent can this innovation be leveraged for democratic and governmental power? Feel free to join the discussion and let us know what you think of Duval’s book.
Guest blogger Andrea Lum is an intern for the Case Foundation.
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A Moment of Sincerity
Last Saturday, an estimated 215,000 people attended the Rally to Restore Sanity and/or Fear hosted by Jon Stewart of The Daily Show and Stephen Colbert of The Colbert Report. The two faux news anchors have a loyal following of more than one million viewers thanks to their ability to deliver commentary on everything from politics to pop culture with sharp tongues, comic skits and insightful observations. Much like their shows, the rally was part comedy and part entertainment, and managed to address difficult issues through laughter.
Throughout the day, even amongst the levity, funny signs and comedic bits, there was an underlying tone of seriousness and a realization about why we were all there in the first place—to raise our hands and say yes, I choose civil discourse; yes, I choose the right to make my own decision; and no, I will not blindly follow that which I am told to accept.
During a “moment of sincerity,” as Comedy Central dubbed it, Stewart expressed his hope that attendees would continue to “work together,” not by yelling and name-calling, but rather by compromise and compassion. Stewart discussed just how we’d reached this point in our society—seemingly so far from civility—and placed a large portion of the blame squarely on the 24/7 news media cycle and politicians on the Hill. The crowd straining to hear each of Stewart’s words nodded in agreement with his position that, “The news cycle didn’t create our problems, but it made solving them that much harder… if we amplify everything, we hear nothing.” In the end, Stewart challenged each person to be a vanguard of our country’s sanity and champion against fear by reminding us that, “Sanity has always been and will always be in the eye of the beholder.”
Now that the suspense surrounding the rally is over, we ponder what it all means and what the possible ramifications of this one moment in time will be on the Millennial generation, on Americans, on Election Day and beyond.
Comic Relief
Stewart and Colbert are just entertainers, aren’t they? Should we put stock in what they are saying or is this a publicity stunt? Looking back, it is not the first time they have blurred the line between entertainment and real life to get a few laughs—whether it’s in the hot seat during a debate or running for President in 2008.
Their ability to command our attention lies in their talents to transcend between the two genres and to blend the two worlds together. After all, it’s much easier to talk about a controversial topic or deal with what may be a frightening situation when it’s presented through satire and comedy, right? As Erica, a rally attendee and Millennial exclaimed, “I think [Stewart and Colbert] are entertainers, politicians, comedians and advocates. And I don't think that being both a comedian and a celebrity in any way diminishes the impact of their messages.”
Erica’s not alone in her sentiments. A report released by Rasmussen Reports in 2009 found that “nearly one-third of Americans under the age of 40 say satirical news-oriented television programs like The Colbert Report and The Daily Show… are taking the place of traditional news outlets.” In addition, “21% characterize programs these types of shows as at least somewhat influential in shaping their political opinions.” Most however (70%), of respondents (from all age groups) still say these types of shows are not influential.
Is Anyone Really Listening?
The dynamic comedy duo have long been heralded as the voice of the 18 to 34 year old demographic in particular. In fact, some pegged the rally as one that would define the Millennial generation, and in so polarize those from older generations.
Contrary to what many believed, the turnout at the rally was noticeably mutli-generational. It’s no surprise though when you look at demographics for both shows. The median age for both has actually gone up in recent years. As of 2009, the average viewer was age 41.4 for The Daily Show and age 38.3 for The Colbert Report. According to a report from Forbes.com, the number of viewers ages 18 to 34 actually fell between 14% and 15% for both shows between 2008 and 2009. Comedy Central spokespeople confirmed for Forbes however, that both shows “still attract the youngest viewers of the late night talk shows.” Looking around at the many people from all different generations at the rally, it was clear to see these statistics had come to life on the National Mall.
Is the Media Really to Blame?
We as a society are spending more time consuming news than a decade ago. Pew Research Center for the People & the Press found that technology has made the news much more accessible and therefore contributed to our increased consumption.
In an interesting twist, the same survey found that the public remains “skeptical” when it comes to trusting news from the major outlets. In fact, “no more than a third says they can believe all or most of the reporting by 14 major news organizations.” Believability ratings for all sources of news have seen a significant decline since the 1990s.
We also find ourselves forging a deepening divide between political parties and credibility ratings among new sources. Responses revealed that, “Republicans express far less confidence than Democrats in most major outlets.” When it comes to cable news outlets the divide is growing at an unprecedented rate. Take Fox News for example, “In 2000, about equal percentages of each [party] said they could believe all or most of what Fox News said (26% Republicans, 27% Democrats). Since then, Fox News’ credibility rating among Republicans has increased (now 41%). As a result, there is now a 20-point partisan gap in Fox News’ credibility ratings.”
Who do you believe? What sources can you trust? Is the media part of the problem as Stewart suggested? In the end, the choice is ours—we can choose to change the channel, pick a specific newspaper or click on one link instead of another. Ratings, subscriptions and number of views are the name of the game and to invoke the words of Captain Planet who was also in attendance at the rally, “the power is yours.”
What Happens Next?
That appears to be the big question looming on peoples’ minds—so now what? Stewart and Colbert shined a light on very ugly problems, but rather than lay out a 10-point plan, empowered people to make their own stand when it comes to our country’s future.
In light of the mid-term elections taking place today, it’s anybody’s guess whether or not this rally will impact peoples’ decision to vote in the short term. Patrick, another enthusiastic rally attendee who is a Millennial as well noted, “It seems like the right has a lot of energy and fervor going into the mid-term elections. This rally seems like a response to a lot of the hysteria being drummed up...” I guess we’ll just have to wait and see if Stewart and Colbert’s efforts will have a ripple effect or not in voting booths across America.
As for the longer-term impact of the rally, Erica reflected, “I think civic dialogue has been lost to the vocal minority and the media. I'm not sure if the rally itself will do much to impact the younger generation, but if anything, I think it will motivate the young people who are sympathetic to Jon Stewart's message to be more confident—but not louder—in the face of disagreement from others.” At the end of the day all we can ask for is that we agree to disagree rather than be uncivil. It is clear by the overwhelming attendance and positive word of mouth about the rally that there is something to all of this. I dare say it is perhaps a movement in the making.
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