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TEDxNewEngland | 11/01/11 | Joe Kessler, Generation Y and the New Definition of Success

Young people today -- those referred to as Generation Y, or between the ages of 15 and 35 -- have come of age displaying distinct attitudes and behaviors reflecting the social forces that have shaped their lives. Among the most prominent of these are: they are intensely group-oriented; they define themselves by what they share with their friends, family and colleagues; they demand control of the media and messages they consume; they value transparency; and they seek emotional connections with the institutions that attempt to engage them. The confluence of these characteristics has led to a shift in how they aspire to achieve, and ultimately define, success in their lives. For example, they are less enamored with obtaining 'cool products' than they are with gaining 'meaningful experiences.' They live in a real-time world that has compressed their sense of time and given new weight to the concept of 'now.' And, they appear rooted in a value-system that more strongly favors making a difference in the world around them than building a linear career path. As the economic recession begins to recede, Gen Y's -- 70+ million strong -- are going to obtain greater purchasing power, influence social movements, and enter the full-time workforce. So, an understanding of their aspirations is critical to companies, brand and institutions who seek to engage them and gain their loyalty. The talk provides context for these developments, show examples of how they're manifesting in the real world, and inspire to the audience to consider ways they can align their thinking with these emerging trends.About TEDxIn the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.* (*Subject to certain rules and regulations)
Length: 17:38

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