Monday, October 21, 2013

Live from #TMRE13: Last Wave Millennials Have Great Expectations

“We’re self-centered, entitled, narcissistic, lazy and immature, and we are sorry for that. You raised us to believe we are special,” say a group of Millennials in a video presented by Jane Gould, SVP, Consumer Insights at Nickelodeon at TMRE 2013 in Nashville, TN this morning. According to Gould, Millennials were born into a special moment in time, but we shouldn’t blame them for what they were born into.

First Wave Millennials, born 1982-1987, are characterized as special, sheltered, confident, team-oriented, conventional, and pressured. Most First Wave Millennials believe that their Last Wave peers are headed in the wrong direction. And, Last Wave Millennials, born 1999-2004, are characterized as more special, more sheltered, more and less confident, more and less team-oriented, more conventional and both more and less pressured. They feel even better about who they are than the First Wave Millennials as they were parented by Gen X parents who have a very different way of parenting than the Baby Boomers.

Specifically, Last Wavers have a great focus on themselves than others. They are also happy and content because they have it pretty good (or adults have it pretty bad).  They are also in tighter circles of friends as safety is a concern, personal exposure is limited, and friendship is changed. First Wave Millennials think they are smarter than any other generation because they have a support group who is invested in their happiness and success. As a result, they feel like they are smarter than anyone.

In the mind of First Wave Millennials, Last Wave parents are indulging their kids too much, are too invested in their kids’ feelings, too involved in their kids’ lives, and fail to give their kids responsibilities.

It turns out, Last Wave Millennials think they could be doing more and their parents agree. They are investing in work rather than play, assuming less responsibility for their things than they think they should be, less accountable for their actions than they believe is ideal, and are significantly more dependent on their parents than they think is best.

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business Analysts. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at Follow her at @AmandaCicc.  

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