By Sarah Newton

I recently found this article talking about Gen Z and their entering the workforce. I thought it was interesting on two fronts; one because we are beginning to talk about Gen Z and two, because it appeared to be giving out the wrong information. So I thought I would share my counter thoughts here for you.

If Gen Y is most defined by their approach to social responsibility, then Gen Z is defined by their knowledge and use of technology. They’re the first generation exposed to being connected throughout their lives online.

An obvious one, don’t you think, but hold on. Are they really defined by technology or is it deeper? Is it what technology has done for them, the fact that it has made them creative, innovative and collaborative and has challenged and tipped traditional power structures. When we say they are defined by technology we miss the point; they are defined by what access to technology has allowed them to do and become.

Gen Z is more security conscious than Gen Y. “Gen Zs have been under house arrest by their Gen X parents.” said Dr. Paul Redmond, head of Careers and Employability at the University of Liverpool. “No longer playing outside and always chaperoned, there are concerns about their social, not to mention obesity, issues.”

I totally disagree with this one. They are no more security conscious from what I see, in fact the opposite; they don’t even remember events of 9/11 or July 7^th bombings. They feel really safe and they are not under house arrest at all, they are at home because they choose to be so. Many Gen X parents want their kids to go out more, but the kids want to stay in families. Their parents and their traditional values are hugely important to them.

Gen Z will be more switched on about the risks of social media and is unlikely to splash their personal lives on the net in the same way Gen Y so enthusiastically does. Employers will need to closely consider any social media strategies for this generation. However, they will be technological cosmopolitans and expect information quickly online.

Evidence form a lot of different sources is saying that this is not true at all. (Where does the information come from?) Gen Z will share more and for them, sharing will be the norm. Sorry guys, they will not now or ever, I feel, stop splashing their personal lives on the net; this is a trend that will not reverse. You only need to look at their streams and their social media activity to know this is not true. They may get slightly more selective about whom they let into their circle, but they will continue to share, share and share! Expect more videos and much more insight into their lives, not less.

Redmond warned, due to flitting from one technology to another, they’re likely to know little about a lot of topics, but not hold deep knowledge about a smaller number of subjects.

OK, I give you this one, and this is a concern. We may end up with a group of people who don’t really know a lot about anything. It is up to parents, teachers and future employees to step onto this one, I feel, and ensure we give the next generation the staying power they need.

So, if you are a company already thinking about Gen Z and how you will recruit them, be careful what you read.

Gen Z will be welcomed into the workforce. They are steady, traditional, great at building structure and are less likely to cause as many upsets as their Gen Y counterparts. The older employees in particular will find them much easier to manage.

They are more likely to rebel by behaving better, so although you may have a few years yet, get ready to welcome them with open arms.

By Carol Phillips*

“Oh man, I’d make a career out of the Muppets if I could. That’s my real dream job…” — Jason Potteiger, comment on The Next Great Generation Blog

When the Founding Fathers wrote “life, liberty and the pursuit of happiness” I think they must have had Millennials in mind. For the framers, ‘happiness’ meant the freedom to pursue prosperity and wealth as each individual saw fit.  Millennials are turning the pursuit of happiness into their life goal. Their biggest fear is having to sell out or trade off their passions for an ordinary job, an ordinary life.

Millennials seek to be extraordinary, or to use their word for it, “awesome”, in every area of their lives, but especially their careers.

Of course, every generation strives to be great. What makes this generation different is the intensity of their commitment. Chip Walker describes their aspirations this way an article last year:

“In a world of almost infinite lifestyle choices, Gen-Y activism is about young people knowing their own inner priorities and making a vow to live by them — even in the face of adversity.” — Chip Walker, Head of Planning, Strawberry Frog

When the New York Times wrote about unemployed Millennial, Scott Nicholson, turning down a $40,000 a year job in insurance because it didn’t meet his idea of a fulfilling job, Gen Y’ers understood. They saw nothing wrong with having high standards and admired Nicholson’s willingness to wait for the right opportunity.

Nicholson’s choice, and those of many others, suggest Millennials are looking for more out of work than just a job. They are looking for a place they can grow, and where their work will have meaning. Little surprise that the Great Place to Work Institute Survey identified Google, EBay, Starbucks, Container Store, ScottTrade, UMPQUA Bank, and CarMax as among the top 25 companies that people under 25 give exceptionally high marks. (For more on what makes these companies “Millennial Magnets”, read Neil Howe’s article, “Models for Managing Millennials“).

MindValley is a publishing company with a Millennial heart.

The company describes its mission as “to bring together marketing and technology to help spread enlightened ideas. We work with authors, thinkers, teachers and leaders who have pioneered new ways of doing traditional things: parenting, entrepreneurship, spiritual growth, self-development and more.” Here’s how the web site describes their attitude toward work:

“J-O-B is a dirty word. Work—we believe—needs to be fun, educational and something that makes you so excited that you jump out of bed each morning. Screw the traditional 9-5 job. Instead, get paid to play, create, learn and grow. It’s like being a child again. But with a salary.” MindValley Career page

Employees come from 22 countries and show an impressive diversity of backgrounds. MindValley has an award winning culture and who wouldn’t love their policy of flying all employees and their families to a paradise setting each year? Last year it was Bali, this year Costa Rica. I was especially impressed by MindValley’s recruiting video, titled “Is Happiness the New Productivity?“. These are REALLY happy employees! (This video is worth watching if you want to see what happy Gen Y employees look and sound like.)

Alex Cattoni is one of MindValley’s 35 employees. On the TNGG blog, she describes herself as “Personal development junkie. Marketing diva. Thrill-seeker.” A 2007 business school grad, she was headed to law school when “… like a cold hard slap in the face, I woke up one morning completely and utterly terrified. I had finally listened to that voice in my head telling me law school was not for me. I then had to ask myself probably the scariest question of all “What do I REALLY want in life?””

For Cattoni the answer was a hard shift that brought her to a dream job that involves a lot of travel, managing four businesses and launching a fifth. When asked what is most inspiring about her job, she said it was the company’s drive to think big:

“I would have to say it’s been witnessing my team achieve some incredibly outrageous and scary goals. We like to think BIG. In fact, this is the top value on our “Code of Awesomeness.” In the past 1 year alone, we have grown an outrageous amount – all because we dare to dream big. I love being part of a team that believes we can achieve anything and pulls together to make it so.” – Alex Cattoni, MindValley employee

Not all companies are as Millennial-friendly as MindValley. Increasingly, Millennials are sensing that they will have a better chance of pursuing their passions by entrepreneuring or intrapreneuring their way to jobs they love.

An October 2010 Junior Achievement survey of high school students asked why they admired entrepreneurs like Steve Jobs and Oprah Winfrey. The top answer was their ability to make a difference in people’s lives (31%). Their reasons for wanting to be an entrepreneur, however, focused on independence – working for yourself and controlling your destiny.

If you are a Millennial looking for entrepreneurial inspiration, check out Shatterbox.com. The site features dozens of video stories of “innovative young people who love what they do.”  The common thread in each of these videos is a profound desire to do something that reflects their individual passions. Here’s just a sample:

“So I decided to start my own company to deal with it… and it just became my passion.”– Emily Doubilet, Oberlin graduate, founder Sustainable Party

“It was extremely exciting because it was so interactive. That was something I really fell in love with. I got really excited about bringing a craft that seemed so dusty to new life.”   — Nora Abousteit, Harvard graduate,  founder of social network sewing site, Burdastyle.com

In the last year, I have had the pleasure of working with many young people who have a vision for a new company. They include Matt Cheuvront (Proof Branding), Mark Sawyier (Off Campus Media), Sam Davidson (Cool People Care), and Jon Levin (ClearPoint Communications).

Mark Sawyier started Off Campus Media and its sister company, Moving Off Campus,  in the noble tradition of the ‘dorm room start up’ while studying at Washington University. Today, OCM has 5 full-time employees, an admirable client list, a network of campus ambassadors on 18 college campuses and is looking for office space in New York City. The company does great work helping local and national businesses connect with college students. Starting this month, my firm, Brand Amplitude, is partnering with OCM on a project for one of our clients.

Are they happy? I would venture the Founding Founders would approve.

More research on Gen Y and Job Expectations

Meet the Millennials: Our Most Educated Generation Faces a Most Challenging Time Seattle Times article profiles 11 Millennials who are looking for work as well as provides statistics on Millennial (un)employment

Seeing Eye to Eye… or Not? Research by Citrix on how Gen Y Views work meetings.

Millennials Have Their Own Take on Ethics in the Workplace Research by ERC Shows Millennials Share Interest in Fairness and Respect With Older Co-Workers; Concerns on Privacy and Calling in Sick? Not So Much.

*Carol Phillips is the president and founder of the brand strategy consulting firm “Brand Amplitude.” She is also a Professor at the prestigious University of Notre Dame. Carol began her career as a market researcher and strategic planner at Leo Burnett. Later, as an Account Director, she led agency teams at four different agencies – Y&R, Leo Burnett, Mullen and JWT – for a variety of clients including Sprint, Nextel, Ameritech, Heinz, 7UP, and Philip Morris. She blogs at www.millennialmarketing.com.

By Sarah Newton

There is no doubt that the work force has become so much more diverse in every way. From the amount of different generations, the retirement age higher than ever and the gap between young and old and their beliefs of and use of technology have created some big canyons that employers have a challenge crossing. So it is great to see a book addressing this.

According to Bob Weinstein, from Troy Media, the book “Generations, Inc.: From Boomers to Linksters – Managing the Friction Between Generations at Work” offers the following six tips on dealing with generational conflict:

1. Understand work styles. Traditionalists and baby boomers don’t like to be micromanaged, while Gen Y and Linksters (born after 1995) crave specific, detailed instructions about how to do things and are used to hovering authorities.

Yes, yes and double yes, however let me add something here to make this clearer. While traditionalists and boomers don’t like to be micromanaged, they like to know the process, how things are done and then get on with it. Gen Y and Linksters want to know the end result and the structure but they want to make up their own process and check in on the way. So the older employees want to know the how of it and the younger the why of it.

2. Consider generational values. Each generation is protecting a distinct set of values and conflict may threaten these values. For example, baby boomers value teamwork, cooperation, and buy-in, while Gen X prefers to make a unilateral decision and move on, preferably solo.

And let’s add that Gen Y and the linksters value open, honest teams that collaborate and share together and let’s not forget that they like options.

3. Share perceptions. When employees of two or more generations are involved in a workplace conflict, they can learn a great deal by sharing their perceptions. A traditionalist may find the lack of formality and manners of Gen Y offensive, while Gen Y may feel “dissed” when this older employee fails to respect his or her opinions and input.

What I have found to be really helpful here is to have the distinct groups create picture boards of things they value as a generation. They are a visual reminder for everyone and show the difference in a clear way. Also, a fun activity that does not make anyone wrong for how they see things or what they value.

4. Find a generationally appropriate fix. You can’t change people’s life experiences, but you can work with the set of workplace attitudes and expectations that result. A knowledgeable boomer who is frustrated by the lack of experience shown by a member of Gen Y can, coupled with his or her sense of entitlement, be turned into a mentor.

And can I add here that in my experience if you want a problem solving with a creative solution, go to the younger staff. In studies, people immersed in digital technology as a way of life are 10% better at solving problems than their older counterparts. Don’t assume that the decisions and solutions must come from the elders. Gen Y and beyond are the most creative generation we have seen for a long time. Use the skills of each generation to its best.

5. Find commonality. Traditional and Gen Y employees tend to value security and stability. Traditional and boomers resist change, but both crave training and development. Gen X and Gen Y employees place a high value on workplace flexibility and work-life balance. Boomers and linksters are most comfortable with diversity and alternative lifestyles. Gen Y and linksters are technologically adept and committed to socially responsible policies.

Absolutely! Point this out and also their difference. Help them figure out as a team how they can use their strengths as generations. Make them aware of the generation cycle and each generation’s jobs within that, so they can see where they fit in the bigger picture.

6. Learn from each other. Each generation has valuable lessons to teach the next. Traditional and boomers have a wealth of knowledge and tricks of the trade that younger workers need. Generation X employees are widely known for their fairness and mediation abilities. Generation Y workers are technology wizards. And linksters hold clues to future workplace, marketing, and business trends.

Yes, and take this one step further, see if you can have Skills Exchange Days. A day where someone from one generation teaches another a skill they have. What fun that would be!

Read more: How five generations can work together

By Sarah Newton

It seems long gone are the days when as employers we can forget social media and how we can use it to connect with potential or new employees. However many employers are concerned about the information their employees are sharing on social media sites and there have been cases of employees been sacked for letting off steam about their job on Facebook. But is that really fair? Can we expect this digital generation not to share information and should we judge them for it?

A recent Pew research stated that Gen Y is set to continue to share information.

It looks like this is to become a very hot topic.

“Generation Y Millennials will continue their current habit of sharing large amounts of personal information online as they age, according to the recent “Future of the Internet” study from the Centre’s Internet & American Life Project and Elon University’s Imagining the Internet Centre.

Sixty-seven percent of technology experts and 69% of total survey respondents agreed with a statement that said in part, “By 2020, members of Generation Y will continue to be ambient broadcasters who disclose a great deal of personal information in order to stay connected and take advantage of social, economic, and political opportunities.”

And knowing youth the way I do, I have to agree the trend will continue. Generation Z are at an early age showing more openness and willingness to share much more information than we ever have before. Where will it end? Well I have to say it won’t. I don’t think so and while I think users may get much more choosy about who they share with and what and think.

With Facebook recently reaching the grand total of 500 million and Mark Zuckerberg halting any please make certain things more private due to his belief that we all have one identity and we should be able to just be that, where does this leave us older generations. Well confused mostly.
Most employers are at a total loss to understand this need for sharing especially if it may get them into trouble at work or heaven forbid they say something bad about them as a employer. And with a mindset not brought up in a digital world we can’t. Aleks Krotoski (presenter of The Virtual Revolution) was recently asked on a programme should we be concerned about the digital imprint youth are leaving and what that may say to a potential employer. Alex said no, as an employer we should be more concerned if we can’t find a digital imprint. I hope I got this right Alex, I am paraphrasing.

In essence what she was saying was that it is now normal for us to see pictures of our employees having a good time dressed up for the last fancy dress party and to see a few status updates of how bad their job went today. This is not going away and we need to get used to it and find strategies to deal with it.

As employers we should ask how fair it is to delve into the private lives of our employees, even if they have invited us and as employees, we need to ask if it is a good idea to be friends with our boss.

I do think these are areas that need to be looked at and people need to give serious consideration to. As an employer you either friend none of your employees or you friend all of them under the proviso that anything you see, read etc. will not affect their work.

And as employees we need to decide what we want to do. Do we never friend our boss/work colleagues or do we friend them and know we may need to edit or moderate some of our posts?

I’m not sure what the answer is, I just know there has to be one. What do you think?

By Blake Sunshine*

The hardest part about growing up is figuring out what you want. For a lot of Gen-Y’s this means deciding what to do after graduation. But even years after graduation, the journey of knowing what you want never seems to end. Figuring out what you want is hard, but it becomes so much easier if you allow yourself to be honest about your journey.

When the Lakers won the final game of the NBA championship, Ron Artest thanked his doctor and his psychiatrist. “Thank you so much,” Artest said, “There’s so much commotion going in the playoffs. She helped me relax.”

The whole world knows how difficult Artest’s journey has been. He has battled with alcoholism and with anger issues and I’m sure there was a time where he wondered if basketball was really giving him what he wanted from life. But Artest carried on and was beyond honest with the world that night, letting everyone know about his time in therapy and how his life has changed since the “Malice at the Palace.”

“I think the public is learning more about this because athletes like Ron Artest are brave enough to come forward and say this person really helped me and I want to thank him,” said Dr. Nicole Miller.

Well I want to thank Ron Artest, because he has helped me on my journey too and taught me a few things along the way:

1. Know that you have nothing to be ashamed of – Artest has never been ashamed of his past and you could see it in his game that night.
2. Know that things can always change- It’s never too late to change the path you are on. Making honest changes to who you are can be difficult, but the effort is always worth it.
3. Prove you know yourself best- You always have and always will know yourself and your journey better than anyone else.

Ron Artest has been honest about his journey from the beginning, and now he has an NBA championship.

How can you be more honest in your journey?  What will you become a champion of?

Read the original post at: Generation Y Journey.

*Blake Sunshine is just a regular girl living in Austin, Texas, blogging and working in social media for National Instruments. A year ago Blake graduated from the University of Texas in Austin with a degree in public relations and is now chief-blogger for The Perennial Millennial -  a blog about things that are interesting and make Blake happy: Social media, blogging, public relations, millennials, queso, innovation and football. She blogs at http://www.blakesunshine.com

By Sarah Newton

I do think when it comes to managing Gen Y we are missing a trick.

We talk a lot about how Generation Y are good at asking for what they want and fantastic and speaking up, putting their work-life balance at the centre of what they do, all of which I think are great attributes.  However we don’t take enough advantage I think of their fairness attitude. Most employers find them very difficult to manage, purely due to their inability to get Gen Y to sometimes share another point of view, which I think is a youth thing rather than a Gen Y thing.

But I think the key could lie in something I learnt in police training. When doing my sergeant’s exam we had to do some hideous practical exams, where we had to deal with six role play situations, one after the other, while been assessed. I did so much training for these exams and passed really well, but the best piece of advice I got was, think in threes. That was when we were trying to get our point across to a PC, we were disciplined to think how it reflected on them, us and the organization as a whole.

This stuck with me and in my earlier worked with families in conflict, I would always ask people to think of what they wanted, what the other person wanted and then what the family wanted. It was always so successful at getting people to realize the complex relationships involved.

Recently, I have begun to use this in my work with young employees.  Since most of my experience lies in the catering industry, that is where I started. For example, time off in the catering industry is a real challenge due to the antisocial hours you have to work. The old pattern was, ask for time off, get refused and get mad. We simply changed this to having every conversation include another person and that third part was “the business”. So when an employee asked for time off the manager would say, “I would love to give you the time off, let’s look at what the business needs that day”. They would then sit down and just go through the business needs for that day, balancing that with what they both needed as individuals and come to a conclusion which, more often than not, was not favourable for the employee. What we found though was that suddenly, employees started to find their own solutions to ensure the business needs got meet, they stopped blaming the managers and feeling liked they were been picked on. By clearly stating the facts and appealing to Gen Y’s need for things to be fair, we solved a very contentious issue.

I continue to use this technique in other situations, but my sense is that it will work just as well, begging the question of whether Gen Y really are difficult or are we just not dealing with them in the best possible way?

By Carol Phillips*

Financial services are waking up to the potential of Gen Y consumers. Millennials may not have a lot of money now, but they are determined to pay down their debt and conserve resources for the future.  Coming of age in an era of massive financial uncertainty, they may even come to be known as “Gen Frugal”.

That’s good news for community banks and credit unions which are all about helping moderate income people responsibly manage their own money.

Last week I was interviewed by Myriam DiGiovanni of the Credit Union Times.  She wrote an article titled “Forget the Cool Factor, Focus on Millennials’ Needs” based on our talk. Here the full article (bold face mine):

Looking to engage meaningfully with younger consumers? Then stop assuming and start connecting through a common interest rather than trying to sell credit unions. “I think the main difference in marketing to Millennials and other generations is that they have great filters–they only see what they want to see. If you want to engage them, the message can’t be about brand but rather something they care about,” said Carol Phillips, president of consulting firm, Brand Amplitude, LLC. “It’s not about being hip but providing services they find useful now, like finding a job, figuring out how to finance their education or new business. They are starting out their lives at a difficult time and credit unions should credibly speak to that.”

She added that credit unions shouldn’t fall for the stereotypical myths surrounding this group such as they are all tech savvy–they are in fact tech dependent. Another myth is that they have money–many don’t and those that do are in saving mode or paying down debt said Phillips.

Forget about making the luxury appeal. When pricier purchases are made they tend to rationalize it based on whether it’s a good investment. According to Philips, for example, moving in with their parents is not viewed as an admission of defeat. Rather they see it as a strategy for saving.

Don’t look to the exclusive use of social media as a guaranteed in either. While they are very social, Millennials have close bonds with their parents, often consulting them regarding financial matters or major life decisions. Phillips said it’s yet another challenge because typically you’d market to the buying group, which in this case would include their trusted board of advisors consisting of parents, family members and friends. The key is for credit union to reach out and be a part of their world, and Phillips said initiating a conversation is a good start. Given the age span of the group is from 16 to 30 years old, she also advised credit unions to segment by interests. From there, credit unions can figure out how to connect in interesting ways whether around careers, music, causes or even sponsoring events that matter to them rather than talking about the latest checking product.

“Meaningful connecting requires recognizing that they are not the same as their parents. They do not respond to marketing, and that is the definition of different,” said Phillips. “Take time to understand who they are as people and introduce your services in context of what is relevant to them. Social media is about a humanization of the brand but is still just a tool [and] not a strategy. So be interesting, have a conversation.”

She added their values are no different than previous generations-they care about family, leading a good life, finding a fulfilling job and they want to give back.

One bank that seems to be getting it right with young adults is UMPQUA, a fast growing regional community bank in California, Oregon and Washington.

Their web site looks more like an ecommerce site than a traditional bank and they call their branches ‘stores’.  The language is plain English and yet stylish. The checking account featured on the home page is called HIP( for High Interest Paperless Checking) and offers 2% APR on  deposits and returns ATM fees. Nothing tricky about that!  News is broken out locally and is called ‘murmurs’. There are quick links to ‘deals and steals’, ‘reorder checks and supplies’ and ‘attend a neighborhood event’.  The navigation is straightforward as well and feels like you could do everything you need to do from opening an account to managing it to taking a loan, right from the web. There are spam alerts and interesting discussions. The site is very sticky and feels quite local, despite being spread across three states.

The short, awareness-oriented TV spots featured on the home page are cheerful, and perky, and not very ‘bank-like’ — “Bank on the Bright Side“, “Optimists Unite“, “Pursue Hopefulness“,  ”You deposit your check in the Northwest economy, like a gentle rain in a garden of courage“, “Optimists are just realists ahead of their time“.  The graphics and the voice over work together to create a hopeful feeling. I feel better just listening to them!

The part of the website I like best is under the tab heading ‘UMPQUA Life”. The sub categories speak directly to Millennial lives – Support, Belong, Discover, Inspire. The sub-subcategories  further emphasize local charitable and volunteer opportunities, neighborhood events and community responsibility. There are links to social media like Twitter, but they are discreet. The site itself  already feels like a social media site.  Even the history page is fun, with just the right information about the banks’ origins with emphasis on what it is doing in the community with music, eco-friendly programs and being included in Fortune’s Best companies to work for.

It should be noted that UMPQUA’s products are not all that special.  But, they are presented in a relevant and very accessible way that speaks directly to the Millennial mindset.

I suspect UMPQUA has been successful in attracting a higher than usual percentage of young adults and people who want banking to be less stuffy and more a seamless part of their lives. Other banks and credit unions could learn from their example.

*Carol Phillips is the president and founder of the brand strategy consulting firm “Brand Amplitude.” She is also a Professor at the prestigious University of Notre Dame. Carol began her career as a market researcher and strategic planner at Leo Burnett. Later, as an Account Director, she led agency teams at four different agencies – Y&R, Leo Burnett, Mullen and JWT – for a variety of clients including Sprint, Nextel, Ameritech, Heinz, 7UP, and Philip Morris. She blogs at www.millennialmarketing.com.

By Sarah Newton

As England comes home defeated from the World Cup, it becomes so obvious that there is lack of good talent coming up through the ranks of sport in the UK and it seems that this skill shortage is hitting hard.

My eyes were recently drawn to an article in Construction Manager (my hubby is in the field) entitled, “Industry is storing up trouble over skills shortage, reveals CIOB survey.” http://www.ciob.org.uk/resources/research

This survey reveals that the industry is laying the groundwork for an on-going skills crisis. A third of respondents  said that the recession had resulted in reduction in graduates at their firms, while 20.3% said it had stopped altogether, with 32.9% saying that apprenticeships were down and 17.5% stating that they had stopped apprenticeships altogether.
Lyne Crowe, regional manager of the recruitment consultant Hays Constructions, says that the industry sees graduates and recruitment as a major cost, rather than a long term investment.

While I know nothing about the construction industry, my guess is that this trend is far-reaching and worldwide.

To me, cutting down on employing fresh talent seems totally counter intuitive. Not only do we create future problems for ourselves in terms of skills, but we also cut out the new creativity, energy and enthusiasm that young fresh meat can bring.

As a company, when the going gets tough do you cut your most valuable resource, the young fresh talent? What can you do to make sure this doesn’t happen?

This is a post that I have wanted to write for so long and no, I haven’t been procrastinating, I just needed to get an inside ticket, so to speak.

In the UK there are a few amazing companies that have been started by Gen X ( of Gen Jones for those of you who are into generations in a big way) that are walking and living examples of how to run companies that Generation Y want to work for. However, there is no company that has done it better then the guys at Innocent Drinks. I have already talked about this company before. They are living, breathing examples of building a business based on real values through and through and Gen Y fall over themselves to get a slice of the Innocent pie. Richard Reed, Adam Balloon, Jon Wright, now 36, started their business in 1998 with a clear goal to get fresh healthy drinks out to the public, and they did it in a very quirky way.

I have always had a sneaky suspicion that these wonderful, rebellious, middle class Gen Xs, determined to do everything a different way, had built a company that not only appealed to but valued Generation Y’s qualities and that they had managed to build something quite unique, a company that values above all else its young employees. However, this was all just hearsay; I needed to see for myself, so after a few years of trying I finally managed to get a ticket to their AGM (a grown up meeting) where I, along with loads of other people, spent the day with the crew at Innocent.

Among what I can tell you is that this company has got it when it comes to Gen Y, but what is the IT? Well simply, a culture that allows their Gen Y employees to thrive. Their employees are passionate, committed, loyal and very efficient, going totally against the grain of how we think of Gen Y employees. So what have they done?

Well, walk into Fruit Towers and you know this place is different, from being greeted by a town crier to seeing the astro turf vans to the bean bags that adorned the floor and the bunting all around the office. This is a Gen Y’s dream and mine too!

Employees of Innocent do not sit in departments, they are all mixed around and there are no offices with shut doors. Most meetings take place in the very large communal area that resembles more of a 5th year common room, while looking at a screen adorned with grass and daisies. Their board of directors are actually called the “bored” by the staff and they meet in the “bored room”, which has “blah” written all over the walls. They give employees grants to do things that they really want to do, which they all vote on, the most recent being a remake of Thriller aptly called Chiller. You just get the impression that this is a great place to work.

They don’t stick Gen Y in a box with a list of tasks, they instil in them vision and then expect the results. They care about their staff, having pictures of them all as babies on the wall. They have sports clubs for the staff, a gym masseur, breakfast for everyone, Fridays evenings out, all giving a valuable message to their employees that they care about them as people. They appeal to Gen Y’s need for balance and they haven’t missed out the families too, giving employees an extra 5 days off if they get married and extra tax free money towards childcare. It is a Gen Y dream.

However, ask them how they created this culture and they will clearly state that it is all down to their amazing staff, even turning down TV opportunities to talk about the Innocent culture because it is not their job to tell others what to do . To them, it’s all about the people and they choose their people based on whether they fit with the values of the company and have the capacity to do well before they even look at their experience.

While I was there, someone asked if the innocent culture could be adapted to another business, which was a great question. I began to wonder if it could and came up with the conclusion that it would take a grounded, egoless, innovative person who did not feel it was their job to control how and what others did. To portray a culture that Gen Y love and admire, I even heard one employee say that they would have gone back to New Zealand ages ago, but just couldn’t leave Innocent. You have to be a very special person who cares as much about making relationships as you do about making a successful business and above all, thinks work is fun. I don’t know about you, but most people just are not brave enough.

By Sarah Newton

There has been little talk up to now about Gen Z, but I can see a few things coming up through the ranks. A recent post has claimed that they are more like Gen Y than Gen Y. Saying that, they are more connected and more comfortable with technology – well of course it is all they have ever known! At 9 years old, my daughter has her own web show, her own Skype and plays computer games while talking for hours to her pal over the Internet.

However, to me this is a little on the surface for Gen Z. Because they have mainly Gen X as parents, they have something that Gen Y did not have and that is realism.

While the Baby Boomers molly coddled their little Gen Y, Gen Z will have none of that!

Their Gen X parents have taught them to stand up for themselves rather than fit in. They have taught them to toughen up, as life is not fair (a favourite saying of Gen X). They have taught them to be individualistic and rebel, so while they may appear similar to Gen Y, they are entirely different.

They are more cynical; you only have to read my daughter’s account of a cleaning product (http://genyguide.com/the-world-from-the-eyes-of-generation-z/) to understand that. They demand structure and will no longer just get excited by an idea; the Coca Cola Happiness video taught me that. http://genyguide.com/gen-y-gen-z-viral-video/

And if we look at Howe and Strauss, (and while I love this I appreciate that others don’t) we find that they are the next artist generation.

Artists are subtle, indecisive, emotional and compromising, often having to deal with feelings of repression and inner conflict. They grow up as the over-protected children of a Crisis, come of age as the sensitive young adults of a high, rebel as indecisive midlife leaders during an Awakening, and become the empathic elders of an Unravelling. The Silent Generation is an example of an Artist generation. The ingeneration (the term coined by Larry Rosen in his book Rewired: Understanding the ingeneration and the Way They Learn) is expected to emerge as the next generation of this example.

So they are not the Heroes Generation as Generation Y is. Their passing may bring little of note, but you can guarantee they will bring structure and a sense of stagnation, which may be a good thing. One thing is for sure, this generation will be the most family-connected generation ever and in my opinion are much more likely to make a loyal and committed workforce.