budd's blog: September 2008

MY DEMOGRAPHIC: 18-25: "Generation Nexters"

1. What are some predominately shared values? (broadly in life, not politics)
-In reassuring ways, the generation that came of age in the shadow of Sept. 11 shares the characteristics of other generations of young adults. They are generally happy with their lives and optimistic about their futures. Moreover, Gen Nexters feel that educational and job opportunities are better for them today than for the previous generation.
-An overwhelming majority of Gen Nexters believe in planning ahead for life. More than eight-in-ten (82%) say when a person reaches the mid-20s, it is important for them to have a good plan for what they are going to do with the rest of their lives; only 16% say it is really not necessary for someone at this stage of life to have a clear-cut plan. Opinions on this issue are remarkably stable across generations. Roughly eight-in-ten Generation Xers, Baby Boomers and Seniors say people in their mid-20s need to have a good life plan.
-When asked not about themselves but about their generation, most 18-25 year-olds say getting rich and being famous are important goals for people in their age group.

2. What political policies/issues are particularly important to this demographic in this election? why?
-In their political outlook, they are the most tolerant of any generation on social issues such as immigration, race and homosexuality. They are also much more likely to identify with the Democratic Party than was the preceding generation of young people, which could reshape politics in the years ahead. Yet the evidence is mixed as to whether the current generation of young Americans will be any more engaged in the nation’s civic life than were young people in the past, potentially blunting their political impact.
-As is the case for many Americans, money is a source of worry for Gen Nexters. When asked to name the most important problem facing them in their lives today, 30% of Nexters mentioned financial issues including bills, debt and the cost of living. This was also the top concern of those over age 25.
-The second biggest concern for young people is education. Nearly one-in-five (18%) say getting into college, paying for tuition, handling the workload and graduating are among their most important problems. Young people also worry about their jobs and careers: 16% name finding a job, career advancement, job security and job satisfaction as their most important problem. This is less of a worry for older Americans; just 6% name job-related issues as their most important problem.

3. Are there any cultural references your demographic identifies with? what?
-While most Gen Nexters see themselves as part of a unique generation, they are hardpressed to come up with a word or phrase to describe their generation. In fact, they had an easier time describing their parents’ generation than they did their own. Survey respondents were asked to give one word or phrase that best describes their generation. No single response was offered by more than a handful of Gen Nexters. The words and phrases they used varied widely, ranging from “lazy” to “crazy” to “fun.” When asked to describe their parents’ generation, Nexters used words like “hard-working,” “conservative” and “hippie.”
-They use technology and the internet to connect with people in new and distinctive ways. Text messaging, instant messaging and email keep them in constant contact with friends. About half say they sent or received a text message over the phone in the past day, approximately double the proportion of those ages 26-40.
-They are the “Look at Me” generation. Social networking sites like Facebook, MySpace and MyYearbook allow individuals to post a personal profile complete with photos and descriptions of interests and hobbies. A majority of Gen Nexters have used one of these social networking sites, and more than four-in-ten have created a personal profile.
-About half of Gen Nexters say the growing number of immigrants to the U.S. strengthens the country – more than any generation. And they also lead the way in their support for gay marriage and acceptance of interracial dating.
-They maintain close contact with parents and family. Roughly eight-in-ten say they talked to their parents in the past day. Nearly three-in-four see their parents at least once a week, and half say they see their parents daily. One reason: money. About three-quarters of Gen Nexters say their parents have helped them financially in the past year.
-Their parents may not always be pleased by what they see on those visits home: About half of Gen Nexters say they have either gotten a tattoo, dyed their hair an untraditional color, or had a body piercing in a place other than their ear lobe. The most popular are tattoos, which decorate the bodies of more than a third of these young adults.
-One-in-five members of Generation Next say they have no religious affiliation or are atheist or agnostic, nearly double the proportion of young people who said that in the late 1980s. And just 4% of Gen Nexters say people in their generation view becoming more spiritual as their most important goal in life.
-In Pew surveys in 2006, nearly half of young people (48%) identified more with the Democratic Party, while just 35% affiliated more with the GOP. This makes Generation Next the least Republican generation.
-They are more comfortable with globalization and new ways of doing work. They are the most likely of any age group to say that automation, the outsourcing of jobs, and the growing number of immigrants have helped and not hurt American workers.
-Asked about the life goals of those in their age group, most Gen Nexters say their generation’s top goals are fortune and fame. Roughly eight-in-ten say people in their generation think getting rich is either the most important, or second most important, goal in their lives. About half say that becoming famous also is valued highly by fellow GenNexters.

4. What does their graphic landscape look like? (This is sometimes called a "visual audit")

5. Including the AIGA document and other sources, what are the issues cited for this group not voting?
-The likelihood of voting clearly increases with age, as each successive age group reports voting with a greater level of frequency, and this pattern has remained consistent over time. Compared with previous generations, regular voting is down slightly among Generation Nexters – just 37% said they always or nearly always voted in 2004.
-Not only does a smaller share of Generation Nexters vote compared with older age groups, but they feel less committed to the idea of voting.
-In addition, when they do not get around to voting, Gen Nexters don’t feel particularly guilty.
-Young people also lag behind in their interest in politics and their engagement in the political process.
-There are large gaps across age groups when it comes to news consumption. Young people read the newspaper, watch television news and listen to news on the radio at much lower rates than their older counterparts. Because young people spend less time following the news, it follows that they are less wellinformed about current events.
-Nexters are just as skeptical as the rest of the American public about whether elected officials really care what they think.

SELF-DRIVEN, REAL-LIFE ACTIVITY:

*music collection*
-collection would include artist authorized content only

physical boundaries:
-what's involved: getting tickets to a show, finding out if you have permission
to record the show, recording, editing, uploading, and sharing!

-place: concerts, recording studios, basements, garages
-weather requirements: indoor and out, no rain unless waterproof equipment

participant needs:
-physical attributes: limited to those without hearing impairment
-clothing: no shirts, no shoes, no service!
-transportation: anything from legs to wheels (to get to shows)
-symbols of membership: membership card i.d. system, application paraphernalia

needs of the collective:
-relating objects: recorders, computer, microphones, internet access
-influence: friends, bands, musical advocacy
-gathering spaces: concerts, message boards, collection database
-managers/facilitators: moderators on pages, artists, record labels