They say we hop jobs too often. We have no work ethic, expect too much, and want to be famous despite having no talent. We expect too many thank-you’s and pats-on-the-back, and we don’t take criticism well. Oh yeah, and we just don’t have enough respect for our elders.
At some point, hearing the same anti-millennial garbage over and over gets old.
Millennials get a bad rap. Look, I get it: Some of us are easy targets. Many people my age are poster-children for the Gen Y stereotype: They have helicopter parents, they received praise all of the time and thus expect a reward for everything they do, and they try to emulate Paris Hilton, Lindsay Lohan, and Snooki .
Unfortunately for us, this is a case of a few very rotten apples spoiling the bunch. For every Snooki-obsessed Gen Y stereotype, there are a ton of entrepreneurial, hopeful, caring, and hard-working millennials that go unnoticed.
Things are going to change for the Boomer generation, and they’re slowly catching on to this fact. Naturally, they’re terrified, so they’re lashing out and trying to discredit us. There have already been some quality posts in defense of Gen Y, but I think it’s time to throw my hat in the ring. It’s time to stick up for my generation by explaining or attacking some of the common misconceptions the best I can.
Those darn kids want everything RIGHT NOW!
Yeah, we’re a generation of impatient, ADD-addled people. We want “instant” everything, and waiting on anything is annoying. We want and need everything to be instant: Communication, customer service, information, feedback…everything. It’s not natural for us to wait on these things.
We grew up with the internet and instant messaging, so we had a world of answers at our fingertips and indirect contact to every single one of our friends at all hours. We grew up with mobile phones and text messaging (or at least came of age when they became popular), so we always have had instant access to our friends, family, and customer service, wherever we are. Our life is instant. The older generations are used to waiting for everything, but we aren’t. This is something the older generations are going to have to learn to deal with, because we are in a culture of “instant.”
Those darn kids are unrealistic and entitled
One of the often-used words to describe Gen Y is “entitled.” They say we believe we’re entitled to unrealistically big salaries. And you know what, they’re right. We DO feel like we deserve all of that. But who can blame us? We’re the ones who are paying an incredible amount of money to go to college, yet many of us still haven’t landed a job after graduation. We need a nice job with a big salary because the previous generation made student loans a HUGE hurdle in our twenty-something lives.
We believe in our own abilities to an “unrealistic” level (yes, it’s overconfident, but at least we actually believe in ourselves) because we’re the “good job for trying!” generation that “earned” a trophy for being in last place, just because we participated. There’s a quote attributed to Alex Bogusky, and it goes something like this:
“Being nice about someone’s mediocrity is the worst kind of mean”
We’re a generation that has been constantly rewarded for mediocrity, so of course we’ll feel entitled to unrealistic jobs, salaries, and lives.
Just remember: We’re praise-hungry, entitled monsters because you made us this way.
Those darn kids don’t know how to work
Yeah, we don’t want to work 9-to-5 desk jobs in traditional offices. Get over it, because that’s not going to be the norm in 10 or 15 years.
Who wants a desk job? We’ve seen how miserable our parents could get because of their crappy, thankless desk job. Of course we’re going to fight against having that, and we’re going to do anything we can to avoid it. For us, it IS avoidable….we’re the generation of dorm-room entrepreneurs. We have laptops, the internet, and smartphones; “work” isn’t bound by location or time.
Those darn kids whine on social media
Hell yeah we whine on social media. It works; smart brands understand our influence and want to make us happy (ALL brands should want to make their customers happy). We found a way to be heard, so we’ll send out our grievances in 140 characters or less and hope it reaches someone important.
We found a way to create communities that aren’t bound by geography. We found a way to band together and take the power back from the massive institutions that we can no longer trust. So yes, we’re going to keep writing tweets & blog posts to get your attention, and we will broadcast our negative experiences and expect them to be rectified (instantly, of course).
Those darn kids are…just like us?
There are a lot of things that separate our generation from the Boomers or Gen X. We’re very different because we grew up in different time periods, with different cultural norms and different situations. But, remember this: Just like your generation and the next generation after us will, our generation wants to laugh, love, and live. The definitions of what these things mean may be different, but we’re still driven by the same desires. Of course I’m going to complain about the next generation, and I hope the next generation feels free to challenge their elders like we do.
But for now, shut up and give us some respect for once, will ya?
What do you think about Gen Y?
On a particularly moving episode of Mad Men this season, Don Draper fell apart. The only woman who ever truly knew him (Spoiler alert! He’s not actually Don Draper) had died, and he was having a very hard time dealing with it. For the first time in the series’ run, Don Draper broke down and cried.
12 hours later, an image of Don Draper crying exploded across the internet. Within hours of its creation, Sad Don Draper was the internet flavor of the week. It became an internet meme.
What’s a meme?
According to the term’s originator, Richard Dawkins, you should think of a meme as a tiny bit of culture that gets passed along like a gene. A meme is a cultural virus. It is passed between humans in person, through word-of-mouth, and through various forms of media until it remixes itself or reaches extinction.
An “internet meme” spreads primarily from the ground up on the internet. This means that memes don’t usually originate from Google or Facebook, but rather 4Chan, the lawless, “international waters” of the internet. It then “infects” others through word-of-mouth, email, blogs and social media. Memes are all around us.
If you’re my age, you probably remember the Hamster Dance (and the mere mention of it probably brings back that horrible, horrible song). More recent memes you’re probably familiar with include The Rickroll (click the link, I DARE YOU), The Bed Intruder Song, Keyboard Cat and, of course, LOLcats.
Sounds quite a bit like going viral, right?
Yep. “Going viral” simply refers to a meme’s ability to infect culture online, often with a brand message. The most recent (and largely successful) viral campaign was the Old Spice Guy, Isaiah Mustafa. While that campaign was the result of previous paid media (TV ads came before the viral phenomenon), Old Spice’s viral Youtube campaign will go down in advertising history.
Brands understand the power of viral videos; word-of-mouth spreads, and consumers trust other consumers more than advertisers. While most word-of-mouth is still spread offline (the proverbial “watercooler” is still alive and well), viral videos have a large impact on offline culture. This is why Tosh.0, a show devoted to viral videos and internet culture, often gets bigger ratings than The Daily Show. Internet culture has become our culture. Like it or not, we are Generation Meme.
Let’s use memes to sell stuff!
Naturally, brands are trying to capitalize on our love of memes. They’re trying to find out what makes something go viral so that they can create the newest viral masterpiece. Some advertisers are beginning to use viral stars in their ads; most recently, the The Double Rainbow Guy was featured in an ad for Microsoft. So, will we continue to see more and more memes show up in ads?
It really depends on how fast the advertisers can react to culture. Old Spice’s viral campaign was about as low-latency as it gets; people were sending out questions via social media to Old Spice, and within a day an ad had been made and aired on Youtube. However, this isn’t the norm. By the time a lot of advertisers will have devised a script, developed a budget, and produced the commercial, the meme would already be decreasing in popularity or extinct.
The cycle time for a meme (from initial discovery to extinction) is getting much shorter. As soon as one meme pops up, another will soon follow. Memes are popping up weekly. This means that advertisers are going to have to get the approval of clients and create an entire ad in very little time. This is not easy to do.
For advertisers, it’s really a race to see if they can put together a coherent ad before the meme loses its place in pop culture. If there’s one thing worse than not making an ad at all, it’s trying to capitalize on pop culture after the fad is over and looking uncool and out-of-date (though, sometimes that’s the point).
I guess the real question is whether or not memes will stay around in culture long term. Is Sad Keanu going to be our generation’s Mona Lisa? Absolutely not. But for now, they make us laugh. As long as the internet allows us to share all the strange and wonderful things we find, memes will have a place in our funny bones.
What do you think: Are memes now a part of pop culture or are they just odd spasms of internet weirdness? Can advertisers use them without “selling out?”