More Research Questions the Net Gen Hype

The results of another study are casting more doubt on the prevailing view of the "net generation". This study, out of Ashridge Business School in the UK, produced similar results to those from our BCIT study and are consistent with research done in Australia and elsewhere in the UK.

The Ashridge study found, among other things:

• Media hype has produced a largely untrue image of Generation Y, which may be restricting their potential in the workplace and society.
• Just like any other group of human beings, Generation Y is made up of individuals. There are wide variations in their attitudes and behaviour.
• The generational landscape is complex, with many different influences and variables. Teasing out real cause and effect is a challenge.
• Generational boundaries of about 20 years do not accurately represent the backgrounds and behaviours of cohesive groups. Instead, Generation X and the Baby Boomers are better represented by being split into two ten-year cohorts, and the same may be true of Generation Y as it matures.
• Viewpoint is important. How each person sees him/herself and how others may see that person is often different and leads to stereotyped images of Generation Y and of older generations by Generation Y.

One concern I have about this study is few details of the research methodology are provided and it appears that the full report is only available for purchase.