Understanding Millennials in the Middle of a Pandemic

Posted by on Apr 16, 2020 in Baby Boomers, G.I. Generation, Millennials | 0 comments

In the midst of the corona virus pandemic, many Millennials (born 1982-2000) have been going on trips, playing at the beach, and socializing at bars. It’s as if they can’t get enough of each other face-to-face which is a bit strange for a generation that usually texts one another.

The President asked Millennials to adhere to social distancing. Dr. Fauci and Dr. Birx informed them of the dangers of congregating. Governor Cuomo visited Central Park and advised young people not to gather together. Surgeon General Adams pleaded with them to self-isolate to shield their grandparents.

But here are a few typical Millennial responses:

“We’re just living for the moment.”

“If I get corona, I get corona.”

“I’m not going to let it stop me from partying.”

In spite of remarks like these, Millennials are not unfeeling. The problem is this: messages, pleas, and requests to adhere to social distancing are being sent in the language of Baby Boomers (born 1943-1960). That approach usually elicits a Millennial response … “OK, Boomer”. The fact is when speaking to Millennials, one has to speak to their values, attitudes, and lifestyles to motivate them. Millennials expect other generations to understand and to connect to their real lives. And, that’s hard for Baby Boomers who have been doing things their own way since shortly after World War II. Baby Boomers see Millennials as younger versions of themselves.

So, how can older generations motivate Millennials to behave?

Appeal #1 – Millennials need to be rallied by people they trust. For many, that means people like Bernie Sanders. Imagine Senator Sanders and President Trump joining forces to make a Public Service Announcement together to ask young people to isolate themselves. Or how about a PSA with Ivanka Trump and AOC posted on one of AOC’s social media accounts.

Appeal #2 – Millennials care about others. On TV and the internet, Millennials witnessed their peers and idols demonstrating care for others. The Live 8 Concerts (a day-long series of global benefit concerts that took place in 2005) were devoted to encouraging aid in the global fight against poverty, especially in Africa. Years later, many Millennials, including Meghan Markle, went to Africa to help people.

Appeal #3 – Millennials expect previous generations to understand their real-life concerns … like carrying enormous student debt and being disproportionately affected by layoffs. A pandemic-stricken economy will haunt them forever.

Appeal #4 – The Millennial mindset is all about group-think. Millennials value the good of the group over the needs of the individual. That’s one reason they like socialism …. working together as a team is a big part of their DNA.

So, if America wants to understand Millennials and the role they could play in winning the war against COVID 19, there’s this: Millennials have the potential to be the modern-day version of America’s greatest generation — the G.I. Generation (born 1901-1924) — who brought us out of the Dust Bowl, the Great Depression, and World War II. Millennials are the can-do kids whose actions we hope will change the course of America. Let’s give them a chance.

This is the moment when 80 million Millennials, one-fourth of today’s U.S. population, might help save America … just like the WWII-G.I. Generation did … and take their place in American history as the second greatest generation.