X Marks the Spot

     To whom are you directing your marketing materials?  I recently received an article from David Mastovich, who publishes "Light Reading" as part of his "Massolutions" eNewsletter.  Here's an excerpt -     

Marketers, historians and writers love to coin catchy phrases to describe generations with similar life experiences, values and attitudes. An entire column could debate the segmentation and descriptions of various generations. Instead, let's focus on the communication challenges created as a result of four generations working side by side for the first time in American History, including:

• The Silent Generation, born between 1933 - 1945 (ages 63-75)

• Baby Boomers, born between 1946 - 1964 (ages 44-62)

• Gen X, born between 1965 - 1976 (ages 32-43)

• Gen Y, born between 1977 - 1989 (ages 19-31)

The current talk seems to be about the difficulty working with Gen Y. Since similar angst occurred when Baby Boomers and Gen Xers entered the workforce, we might want to acknowledge that it could be, as Yogi Berra famously said, deja vu all over again. Each generation has similarities and differences.

USA Today, Time Magazine and other media outlets describe Gen Y as nurtured, programmed and pampered by parents more involved than those of previous generations. Academicians note Gen Yers grew up in the era of 'latchkey kids,' daycare and high divorce rates. This combination makes Gen Y the most independent generation to date, with a sense of security, optimism and in some ways entitlement. Their technological expertise, multitasking skills and educational experiences also make Gen Y more prepared to enter the workforce.

     You may realize some truth to the description of generations, although debate exists as to where Generation X ends and Generation Y begins.  If you notice the yearly breakdowns, you'll note that some of the generations indicated above are between 11 and 18 years in length.  Personally, I like to think of a generation spanning 18 years or so (as is reflected in the above description of the Baby Boomers.  Similarly, we can see attributes of the Gen Yers as described present in our current elementary school and high school students - so either Gen Y is has a later "end" date, Gen X is longer than 11 years, or both.  It will be years into the future before we can determine a more clear line of demarcation.

     However, for argument sake, let's think about the ages of the children in our K-12 experience today - 5 years old through 18 - which would make them different from any other generation that has gone before them.  Is that true in your experience?  I hope so.  They have instantaneous access to knowledge that required us Baby Boomers to visit the library and research encyclopedias and closed stack publications in order to substantiate our assertions.  Their methods of communication (texting, emailing, and social networking to name a few) are faster (and more prone to misinterpretation) than putting a pen to paper was when postage was a nickel per letter.  Yet, are teachers using the same pedagogical methods in the classroom?  I'm sure there have been some adjustments, but radical change would be considered anathema by school boards, parent organizations and community leaders.  For instance, does it make any sense that music programs are cut in schools across the country when music one of the only activities that make both sides of the brain work simultaneously?  When research shows that children who participate in music programs perform better academically than those who do not?  Yet, why can students memorize the latest pop music lyric or hip-hop rhyme when they can't memorize the Preamble to the Constitution of the United States of America?  Try setting it to music - it won't rhyme, but they'll remember it.  Try it first with the Prologue to Chaucer's "The Canterbury Tales" - in Old English - and set it to the tune of "Three Little Fishes."  You Baby Boomers will remember the tune.

     But since this is supposed to be about the "X Marks the Spot," realize that those 5 to 18 year-olds have parents that are 26 to 39 years old - give or take a few years.  Most of those parents are of Generation X.  Are they going to listen, understand and comply with what they're asked to do because the school is the authority in how to educate their child? No - because Generation X has an inherent distrust in institutions.  Are they going to be patient, realizing that answers to difficult questions take time to research, test and re-evaluate?  No - because Generation X wants immediate answers.  Are they going to be willing to sacrifice their lifestyle because it's expected that they will do what is necessary to have the best for their children?  No - because Generation X believes that their children are reflections of themselves.

     So how do we market our schools to Generation Xers?  First, you need to determine "WHY" they want to enroll their children in your school.  Once you know that, you can craft your vision for your school and increase its marketability.  How do you begin to do that?  Ask your current parents "WHY" they're there.  Then you'll be able to capture Generation Y.

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