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Earlier today I was speaking to a very bright and enthusiastic college student who had some questions about the world of advertising. During the conversation we became very excited, sharing our career goals and ambitions with each other. At one point I heard myself speak the infamous words of none other than Veruca Salt — “I want it now.”
(If you’ve been living under a rock since 1971, Veruca Salt is the greedy little girl who wants a golden goose in Willy Wonka and the Chocolate Factory.)
Later in the evening, I was thinking about her song and realized that much of what she says epitomizes the stereotypical Gen Y outlook on life and work. Let’s take a look, and try to separate the stereotype from the reality (at least from my perpective).
I want the world.
I want the whole world.
I want to lock it all up in my pocket.
Stereotype: Gen Y has been spoiled by our parents throughout childhood, and we continue to be spoiled and greedy as we become adults.
Reality: Our generation does have big ambitions and dreams. This is true. However, most of us want to take the world and make it a better place. In fact, over 80% of us believe it’s important to give back to the community through work. Not too shabby!
I want a party with roomfuls of laughter.
Stereotype: We expect work to be a barrel of laughs. If it’s not fun, we don’t want to be doing it.
Reality: Whether or not you believe me, we understand that every minute of every day can’t be filled with hilarity. We really do. But what is wrong with enjoying what we do as much as possible? We believe that fun and excitement are key components to a worthwhile and successful career.
I want today.
I want tomorrow.
I want to wear ‘em like braids in my hair
and I don’t want to share ‘em!
Stereotype: We believe that our time belongs to us — not you — because work is not life. We will plan our schedules as we see fit.
Reality: Whether we were in dance classes, voice lessons, basketball practices, or math contests, Gen Y has always filled our time with activities specifically geared at enriching our lives. Many of us were encouraged to pursue any and every activity that we wanted (that we could fit in between school and dinner!). We view this flexibility as a very positive thing as adults, allowing us to learn and grow both personally and professionally.
I want the works.
I want the whole works.
Presents and and prizes and sweets and surprises
of all shapes and sizes.
Stereotype: Gen Y demands constant rewards for mediocre performance.
Reality: Gen Y loves feedback. And although positive reinforcement and rewards are always nice, we also understand that constructive criticism can be necessary and helpful at times. However, instead of receiving this feedback at set intervals (i.e., scheduled employee reviews), we appreciate when the feedback is given immediately, so we can learn, adapt, and grow more quickly.
…………………
Gen Y may be ambitious, but I do believe that our hearts are in the right place. (I also think the Oompa Loompas would approve!)

"What do you get when you come from Gen Y? Passion is strong and your standards are high!"
(Sorry for the cheesiness!! It’s late.)
Anyway, do you think that these qualities will ultimately help us to succeed? Or are we just a bunch of spoiled brats lusting after a golden goose?
I don't think I have ever found a better way to put the stereotypes against the reality. Maybe I'm delusional, but I don't think it's so wrong to have goals and ambition. You could say that it's because my parents raised me that way (if you had no goals or ambition, how were you going to get into a good school). But I don't want to think that the force diving me is all nature, something that's ingrained because of being a boomer child. And sure, there are life events that contribute to who I am (moving constantly, being overscheduled, medical problems, etc.), but I imagine my ability to handle those came from another part of my nature, something that got clicked on when needed. Like any large group, there are many who fit either end of the stereotype spectrum, with plenty of people in between. I think you did a nice job at handling assortment of people you'll find in this generation.
This is such a great article. I really agree with you on all of these things.
I wonder what your thoughts are, though, about the members of our generation who seem truly lost, unmotivated, and defeated by the world they find themselves in after college. I find about half of my Gen Y friends fit this article to the letter. But the other half are... well... I don't even know what they are. Lost, confused, self-entitled, angry, bitter, ?
I love this analogy.
I think like every generation we have our faults and we have our virtues. Most of us give back in some way or another. some of us get a bit wrapped up in ourselves.
It's not wrong to want more out of life. I think given the chance, everyone would better their lot. I think that expectations need to be tempered at times. Life is not one big get-rich-quick scheme and it's important to remember to pay your dues (not matter how much that sucks)
JRandom42 - That sounds like a nice way to have it all! :)
Jess - Thanks! I'm not sure about the "lost" members of our generation. I think we'll have to see how everything plays out in the next couple of years as the economy recovers. On the other hand, this would likely be the best opportunity for them to do something unique, innovative, and entrepreneurial, given the fact that many are out of work and have loads of free time. I guess we'll just have to see!
Great post Emily. I am a Gen Xer so I like hearing your perspective. I was struck most by this comment "We view this flexibility as a very positive thing as adults, allowing us to learn and grow both personally and professionally.".
I think it's fabulous to have lots of interests and flexibility is good in theory but there can be a huge benefit to picking a lane too. Jack of all trades, master of none - those aren't the people we remember. A lot of people who fail to commit to something (and go for it without excuses and stories) end up scattering their energies so much that nothing has time to stick.
I have way too many interests and in my 20s and early 30s I hopped from job to job, thing to thing and now at almost 40 I wonder what would have happened had I just picked a lane and became really truly great at something.
:) Melani
Melani - Thanks so much for your feedback! It's great to have a Gen Xer's point of view.
You're right that picking something and sticking to it is a good recipe for success. I didn't mean to recommend that we be "jacks of all trades, masters of none" -- rather, I think that we can use our different talents and interests to help us become better, more unique masters of our trade...to hopefully give us each a distinct point of competitive advantage.
Perhaps I'm just being idealistic (I am a Gen Y!) by believing that we have the time and energy to do so. Either way, I appreciate your advice and definitely plan to take it into consideration as I continue in my career.
Thanks again!!
Melani-
As someone trying hard to redirect myself from the "jack of all trades" path, I really appreciate your thoughts. My goal is to stop hopping. I kind of hate that, because hopping is so much fun! But I think it's time to pick something, because I'm sure there is just as much fun in striving to become really great at something. (I hope.)
Varuka Salt is a great explanation of the idea of social media. I want the world - I want it now - I want it in "proverbial pocket" or shared for free.
To add I want it in the clouds- I want it in real time- not just now, but reoccurring data- I want to see if I'm blinded.
Gen Y uses rules as guidelines not fact. They understand that certain truths change over time. http://bit.ly/6Ca7wz Thanks for sharing great post ;)
I'm increasingly dealing with a lot of Gen Y (I'm a baby boomer). Gen Y is a mixed bag. Veruka Salts exist in spades, they poison the well for all the hard workers I know. It's very demoralizing to be treated so shabbily by so many of them. I'm in a position to do a lot for them. That doesn't mean suck up, it means to come through with a modicum of respect, that which you'd give to anyone on a first approach. Put out what I expect of people my own age if you want the same things they do.
I've thought a lot about this, discussed it extensively on my forum (for fashion entrepreneurs) over the last two days. I truly do not believe it is a matter of being held back in the pack *until you pay your dues*. Really. It's competency. It's wisdom, it's experience. It's the gap btwn education and experience. I deal with fashion designers all. day. long. It takes years to become successful, to learn the craft. But today's kids, they want to be at the same level as leading designers now. Those designers plied their craft for 20 years. It's not paying dues, that sounds punitive. If you're skilled, I don't care if you've paid your dues, you're hired. But many Verukas think they should be able to do the equivalent of plunking down a credit card and "buying" that position now even if they don't have the currency of competency the position demands.
Much of what people are taught in school (in my industry) is useless. I don't need someone to draw pretty pictures, research trends, or create storyboards. Artwork or social media savvy doesn't keep the power grid running. There's a reason it pays poorly -saturation. I need hard skills with seminal judgment that comes with it. I want a partner, not a peon. A colleague, not a clown. I don't want someone I have to monitor to keep on task. Look around, things get done because somebody does them. Before you came, I scrubbed the toilets so if I ask you to share the duties, I'm not asking anything less than what I'm doing myself. Who brings in the revenue? You're not doing as nearly as much as you think. Sure, I could do the drudge work just so Veruka's feelings don't get hurt but if I'm doing that instead of bringing in the money, Veruka's not going to have a job. Like I said, it's wisdom, the whole trail of responsibility and duties. Many young people seem to expect fairies to come in and do the entry level stuff.
When I saw my boss sweeping the floor, I was mortified, horribly embarrassed. I took the broom from her and got her a cup of coffee. I did. It wasn't sucking up, it was shame. She never had to say a word to me. That sums it up right there.
I have to say that I have a very mixed response to this point of view. As a member of Generation Y, I have a perspective of the Baby Boomer generation that is not entirely positive. I find it strange when I hear a Baby Boomer speaking of the younger generations with utter and total disdain about the fact that we are so spoiled and expect instant gratification- while their own teen and twenty-something sons and daughters are feverishly texting on their IPhones and driving their BMWs at the same time. How the high and mighty forget- some of us became enveloped in online games, social networks, and text messaging because our parents were work-a-holic Baby Boomers who were too busy trying to get a piece of that "American Dream" to even relate to us or teach us how to interact with humans on a real-time basis. Maybe we're spoiled because *GASP*- you guys spoiled us so that you didn't have to deal with us. And, while the Baby Boomer generation toiled to advance our communication technology, their own children's social skills and abilities to have empathy atrophied at the same rate. I was not one of these children, however I do have the priveledge of being surrounded by self-entitled little brats and the parents who stuffed them full of material things to shut them up.
Is Generation Y the problem child of the Baby Boomer Generation- OR are we the wake up call society needs???
Oh great Chris, so you're saying you're not responsible. We spoiled you. Know the definition of narcissism? One is avoiding responsibility, blaming others for one's short comings.
You know, my dad beat the crap out of me till the day I left home, broke my jaw even. Does that mean I can blame it on him if I became an abuser too? Of course not. Narcissism and avoiding responsibility doesn't get you anywhere outside of a circle jerk or echo chamber.
You have no control over whence you came but you are responsible for where you go. Playing the victim card is a sad sad strategy, you get the wrong side of pity. It ends up sounding like the whole whining thing people also accuse of gen y.
"It's competency. It's wisdom, it's experience. It's the gap btwn education and experience. " I think Kathleen, you bring up a very strong point that is lost on several of us in GenY. The art and value of mastery. The gap between ideas and execution. I think as many of the commenters mentioned, the issue is not with our ambition. I don't think anyone can take issue with our ambitious and idealistic nature. I love my 23 year old idealism. What I do think is missing more often than not, is a respect for the people who have applied 23 years of technical practice to their idealistic ideas in the fields we are just entering.
I think that the internet has had a huge role in shaping this attitude. With the democratization of information so many of us have access to information 20 year old college grads in the 80s didn't have. With iphones and blackberries, I think we are accustomed to having the world...quite literally...at our fingertips. I do think many of us can leverage opportunities and move forward in a more powerful way if we acknowledge that experience provides a layer of expertise that all the innovative thinking in the world couldn't make up for....and then honor that by sweeping the damned floor once in a while. lol.
Thank you for your perspective. There is not enough cross generational conversation and I appreciate your view.