Live from #TMRE13: Last Wave Millennials Have Great Expectations

‘We’re self-centered, entitled, narcissistic, lazy and
immature, and we are sorry for that. You raised us to believe we are special,’
say a group of Millennials in a video presented by Jane Gould, SVP, Consumer Insights
at Nickelodeon at TMRE 2013 in Nashville, TN this morning. According to Gould, Millennials
were born into a special moment in time, but we shouldn’t blame them for what
they were born into.
First Wave Millennials, born 1982-1987, are characterized as
special, sheltered, confident, team-oriented, conventional, and pressured. Most
First Wave Millennials believe that their Last Wave peers are headed in the
wrong direction. And, Last Wave Millennials, born 1999-2004, are characterized
as more special, more sheltered, more and less confident, more and less
team-oriented, more conventional and both more and less pressured. They feel
even better about who they are than the First Wave Millennials as they were parented
by Gen X parents who have a very different way of parenting than the Baby
Boomers.
Specifically, Last Wavers have a great focus on themselves
than others. They are also happy and content because they have it pretty good (or
adults have it pretty bad).  They are
also in tighter circles of friends as safety is a concern, personal exposure is
limited, and friendship is changed. First Wave Millennials think they are
smarter than any other generation because they have a support group who is
invested in their happiness and success. As a result, they feel like they are
smarter than anyone.
In the mind of First Wave Millennials, Last Wave parents are
indulging their kids too much, are too invested in their kids’ feelings, too
involved in their kids’ lives, and fail to give their kids responsibilities.
It turns out, Last Wave Millennials think they could be
doing more and their parents agree. They are investing in work rather than
play, assuming less responsibility for their things than they think they should
be, less accountable for their actions than they believe is ideal, and are significantly
more dependent on their parents than they think is best.

About the Author:
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR’s blogs
including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business
Analysts
. She previously worked at Technology Marketing Corporation as a
Web Editor where she covered breaking news and feature stories in the
technology industry. She can be reached at aciccatelli@iirusa.com. Follow
her at @AmandaCicc.