8 tracks vs the i-pod

Successful communication means understanding the core values of your audience. Sometimes, when we are communicating to people who are in a same demographic that expresses their core values in ways divergent to our paradigm we run the risk of misunderstanding their core values.
Gen Y, people who Between 14 years old and 32, (or there abouts)are a unique generation.... well, maybe not as different as we thought, it turns out. According to Dr. Jennifer Deal they score the same on career engagement, have no trouble focusing on a task for more than 10 minutes and have similar on-line capacities as their older siblings and parents.
They do, though, have a different perspective on how they engage in their world. The Wall Street Journal's research suggests that 50% of university and college graduates consider self-employment more secure than a company job. Very likely due to the changing times: stable, traditional companies of their parents are laying off. Gall-up discovered that about 60% of high school students look forward to starting their own companies. Not that surprising either. They are better educated, encouraged to innovate and reinforced by their parents and teachers.
GenYers' tell us that their most important personal values are authenticity, altruism and community. While their core belief is in themselves, they are looking for things to believe in and support.
We have to be careful that we don't judge other generations by things we don't understand. We need to talk to them, listen to their answers and track their behaviours.
Some of the differences are cultural. I remember the six months 8 tracks were the musical medium of choice (OK, I'm very, very old). When Sweet Cherry Wine boomed from the speakers my parents were aghast. That's my job as a child, to make them aghast.
GenYer's may be using ipods, smart phones and Facebook, but don't be fooled into thinking that they do not hold similar values to past generations.