Tag Archives: millennials

Forget The Millennials — It’s Time For Generation K

Blame fickle social scientists. After the baby-boomers the most researched generation has been that of the millennials — so-called due to their coming of age at the turn of the century. We know what millennails like to eat and drink, how they dress, their politics; we know about their proclivity to sharing, their need for meaning and fun at work; we know they need attention and constant feedback. In fact, we have learned so much — and perhaps so little — from the thousands of, often-conflicting, research studies of millennials that some researchers have decided to move on to new blood. Yes, it’s time to tap another rich vein of research material — Generation K. But I’ll stop after relating what the “K” means in Generation K, and let you form your own conclusions.

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Generation K is named for Katniss, as in the Hunger Games‘ hero Katniss Everdeen. That’s right, if you were born between 1995 and 2002, according to economist Noreena Hertz you are Gen-Katniss.

From the Guardian:

The brutal, bleak series that has captured the hearts of a generation will come to a brutal, bleak end in November when The Hunger Games: Mockingjay – Part 2 arrives in cinemas. It is the conclusion of the Hunger Games saga, which has immersed the young in a cleverly realised world of trauma, violence, mayhem and death.

For fans of Suzanne Collins’s trilogy about a young girl, Katniss Everdeen, forced to fight for survival in a country ruled by fear and fuelled by televised gladiatorial combat, this is the moment they have been waiting for.

Since the first book in the trilogy was published in 2008, Collins’s tale has sold more than 65 million copies in the US alone. The films, the first of which was released in 2012, have raked in more than $2bn worldwide at the box office and made a global star of their leading lady, Jennifer Lawrence, who plays the increasingly traumatised Katniss with a perfect mix of fury and resignation. For the huge appeal of The Hunger Games goes deeper than the fact that it’s an exciting tale well told. The generation who came to Katniss as young teens and have grown up ploughing through the books and queuing for the movies respond to her story in a particularly personal way.

As to why that might be, the economist and academic Noreena Hertz, who coined the term Generation K (after Katniss) for those born between 1995 and 2002, says that this is a generation riddled with anxiety, distrustful of traditional institutions from government to marriage, and, “like their heroine Katniss Everdeen, [imbued with] a strong sense of what is right and fair”.

“I think The Hunger Games resonates with them so much because they are Katniss navigating a dark and difficult world,” says Hertz, who interviewed 2,000 teenagers from the UK and the US about their hopes, fears and beliefs, concluding that today’s teens are shaped by three factors: technology, recession and coming of age in a time of great unease.

“This is a generation who grew up through 9/11, the Madrid bombings, the London bombings and Islamic State terrors. They see danger piped down their smartphones and beheadings on their Facebook page,” she says. “My data showed very clearly how anxious they are about everything from getting into debt or not getting a job, to wider issues such as climate change and war – 79% of those who took part in my survey worried about getting a job, 72% worried about debt, and you have to remember these are teenagers.

“In previous generations teenagers did not think in this way. Unlike the first-era millennials [who Hertz classes as those aged between 20 and 30] who grew up believing that the world was their oyster and ‘Yes we can’, this new generation knows the world is an unequal and harsh place.”

Writer and activist Laurie Penny, herself a first-era millennial at the age of 29, agrees. “I think what today’s young people have grasped that my generation didn’t get until our early 20s, is that adults don’t know everything,” she says. “They might be trying their best but they don’t always have your best interests at heart. The current generation really understands that – they’re more politically engaged and they have more sense of community because they’re able to find each other easily thanks to their use of technology.”

One of the primary appeals of the Hunger Games trilogy is its refusal to sugarcoat the scenarios Katniss finds herself in. In contrast to JK Rowling’s Harry Potter series, there are no reliable adult figures to dispense helpful advice and no one in authority she can truly trust (notably even the most likeable adult figures in the books tend to be flawed at best and fraudulent at worst). Even her friends may not always have her back, hard as they try – Dumbledore’s Army would probably find themselves taken out before they’d uttered a single counter-curse in the battlegrounds of Panem. At the end of the day, Katniss can only rely on one person, herself.

“Ultimately, the message of the Hunger Games is that everything’s not going to be OK,” says Penny. “One of the reasons Jennifer Lawrence is so good is because she lets you see that while Katniss is heroic, she’s also frightened all of the time. She spends the whole story being forced into situations she doesn’t want to be in. Kids respond because they can imagine what it’s like to be terrified but know that you have to carry on.”

It’s incontestable that we live in difficult times and that younger generations in particular may be more acutely aware that things aren’t improving any time soon, but is it a reach to say that fans of the Hunger Games are responding as much to the world around them as to the books?

Read the entire story here.

Video: The Hunger Games: Mockingjay Part 2 Official Trailer – “We March Together”. Courtesy of the Hunger Games franchise.

What of the Millennials?

The hippies of the sixties wanted love; the beatniks sought transcendence. Then came the punks, who were all about rage. The slackers and generation X stood for apathy and worry. And, now coming of age we have generation Y, also known as the “millennials”, whose birthdays fall roughly between 1982-2000.

A fascinating article by William Deresiewicz, excerpted below, posits the millennials as a “post-emotional” generation. Interestingly, while this generation seems to be fragmented, its members are much more focused on their own “brand identity” than previous generations.

[div class=attrib]From the New York Times:[end-div]

EVER since I moved three years ago to Portland, Ore., that hotbed of all things hipster, I’ve been trying to get a handle on today’s youth culture. The style is easy enough to describe — the skinny pants, the retro hats, the wall-to-wall tattoos. But style is superficial. The question is, what’s underneath? What idea of life? What stance with respect to the world?

So what’s the affect of today’s youth culture? Not just the hipsters, but the Millennial Generation as a whole, people born between the late ’70s and the mid-’90s, more or less — of whom the hipsters are a lot more representative than most of them care to admit. The thing that strikes me most about them is how nice they are: polite, pleasant, moderate, earnest, friendly. Rock ’n’ rollers once were snarling rebels or chest-beating egomaniacs. Now the presentation is low-key, self-deprecating, post-ironic, eco-friendly. When Vampire Weekend appeared on “The Colbert Report” last year to plug their album “Contra,” the host asked them, in view of the title, what they were against. “Closed-mindedness,” they said.

According to one of my students at Yale, where I taught English in the last decade, a colleague of mine would tell his students that they belonged to a “post-emotional” generation. No anger, no edge, no ego.

What is this about? A rejection of culture-war strife? A principled desire to live more lightly on the planet? A matter of how they were raised — everybody’s special and everybody’s point of view is valid and everybody’s feelings should be taken care of?

Perhaps a bit of each, but mainly, I think, something else. The millennial affect is the affect of the salesman. Consider the other side of the equation, the Millennials’ characteristic social form. Here’s what I see around me, in the city and the culture: food carts, 20-somethings selling wallets made from recycled plastic bags, boutique pickle companies, techie start-ups, Kickstarter, urban-farming supply stores and bottled water that wants to save the planet.

Today’s ideal social form is not the commune or the movement or even the individual creator as such; it’s the small business. Every artistic or moral aspiration — music, food, good works, what have you — is expressed in those terms.

Call it Generation Sell.

Bands are still bands, but now they’re little businesses, as well: self-produced, self-published, self-managed. When I hear from young people who want to get off the careerist treadmill and do something meaningful, they talk, most often, about opening a restaurant. Nonprofits are still hip, but students don’t dream about joining one, they dream about starting one. In any case, what’s really hip is social entrepreneurship — companies that try to make money responsibly, then give it all away.

[div class=attrib]Read the entire article here.[end-div]

[div class=attrib]Image: Millennial Momentum, Authors: Morley Winograd and Michael D. Hais, Rutgers University Press.[end-div]