They've Never Taken A Swim and Thought about Jaws: Understanding the Millennial Generation

Abstract

always been a part of their lives. They use the lights from their cell phones at rock concerts, not lighters or matches. They‘ve never heard Howard Cosell call a game on ABC, Elton John has always been on easy listening stations and Kurt Cobain‘s death was the day the music died. And the best part? Kermit the Frog is older than most of their parents. Welcome to the Millennial Generation, those students who are entering the doors of higher education as we speak (and as you‘ll read later, their parents are not far behind). Through the coming decade, this generation will transform colleges and universities as much as, if not more than, the Baby Boomers did, and will do so in very different ways. Some colleges and universities will figure out this generation, respond, and ―rise in reputation. ‖ Others will not. Some will tailor their services to meet the needs of this generation, and will build lifelong connections to their alumni; others will not. Some will change their marketing approach to cater to this new generation; others will not (Howe & Strauss, 2003). Bottom line: some will succeed; others will not. What will your institution do?