Gen Y Party at The Office

No, I'm not talking about the folks who find it amusing to climb the tanks and toss off computer monitors (which will definitely be more difficult to do now that the ladders have been cut off); but about the 50 or so folks who were milling around the back yard of the office last night. First, let me quote a national marketing firm's definition of Generation Y, which seems to square with my own understanding:

Born between 1981 and 1995, generation y members in America are more than 57 million strong. The y generation is the largest consumer group in the history of the U.S. Other names for gen y include Echo Boomers and the Millennium Generation.

Member of the y generation have annual incomes totaling $211 billion, according to a study from Harris Interactive. The study found that generation y spends $172 billion per year and saves $39 billion per year, and drives many adult purchasing decisions. Consequently, the y generation represents the future market for most consumer brands. The study also found that pre-teens (ages 8-12) spend $19.1 billion annually, while teens (13-19) spend $94.7 billion annually and young adults (20-21) spend $61.2 billion. 87 percent of income for children under age 13 years is adult-supplied, compared to 37 percent of teens and 7 percent of young adults, with teens and young adults relying mostly on jobs for their income.

Marketing to generation y members requires using more involved techniques than the traditional ones used to attract their parents. Member of generation y best respond to marketing methods that bring the message to places the y generation congregates, both offline and online. Successful generation y brands are perceived as hip and popular, but without the air of heavy commercialism. Also, generation y demographics show that gen y is more racially diverse, with one out of three members considering themselves non-Caucasian. One out of every four members of generation y lives in a single-parent environment and three in every four have working mothers.

This definition includes all of my children by birthdate, though thankfully they grew up in a two-parent environment. This also includes most of the folks who enjoyed a Christmas party at the office last night. The Mister helped put on the party to thank the volunteer leaders of Young Life, which is an outfit supported by everyone in the office in some way or another.

Young Life is an organization that reaches out to teens - Gen Y'ers - by primarily using college students - other Gen Y'ers - and offering support and friendship during the tumultuous junior high and high school years. The leaders offer a Christian world view, but the acceptance of this world view is in no way required for the participants; and if I say "Christian" and you think "church youth group," let me correct that impression. A common phrase among these folks is that "it's a sin to bore a kid with the gospel" - and believe me, they do not allow kids to be bored for a minute in whatever activity they are promoting. Skits involving pudding and chili peppers are common, and their summer camp up near Williams AZ is like a 5 star resort for kids, complete with zip lines, swimming pools and game rooms, and lots of noise and activity. They reach out to any kid: nerd, jock, goth, handicapped, and they even have a special program that reaches out to teen moms.

That is why we want to thank the volunteer leaders, the college age kids who spend about 20 hours a week on various Gilbert campuses, making friends, bringing pizza, attending cross-country meets and badminton tournaments. They do not receive pay for this, just the reward of reaching out to their own generation, and the thanks of us old folks who throw some money their way to cover expenses.

There are plenty of Generation Y kids that make the headlines for their poor decisions. I am grateful that we get to know some of the Gen Y'ers that make great decisions and also make a difference in the lives of their peers. They're good kids.