Word: yankelovich
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...study is ready for release. News flash! The youngsters are ambitious get-aheads--even more so than their parents or grandparents. They are confident, savvy and, the survey concludes with a measure of relief, materialistic. "Gen X is committed," enthuses J. Walker Smith, managing partner at the polling firm Yankelovich Partners. "Gen X is connected. Gen X craves success American-style...
...first X rays of the new generation were distorted. "The baby boomers of the media and marketing world were desperate to explain a generation they didn't understand, so they reduced Xers to a cartoon," says Adam Morgan, managing partner at TBWA Chiat/Day, the ad agency that collaborated with Yankelovich. "It may be the most expensive marketing mistake in history." Last year the magazine Who Cares and the Center for Policy Alternatives, a Washington think tank, released a survey that showed 72% of 18-to-24-year-olds believe this generation "has an important voice, but no one seems...
...idealism and personal growth. Young Xers, however, lurched through the recession of the early '80s, only to see the mid-decade glitz dissipate in the 1987 stock-market crash and the recession of 1990-91. Gen X could never presume success. In their new book Rocking the Ages, Yankelovich's Smith and his colleague Ann Clurman blame Xers' woes on their parents: "Forget what the idealistic boomers intended, Xers say, and look instead at what they actually did: divorce. Latchkey kids. Homelessness. Soaring national debt. Bankrupt Social Security. Holes in the ozone layer. Crack. Downsizing and layoffs. Urban deterioration. Gangs...
...rather than electing to tune in, turn on and drop out, Gen Xers are proving to be deeply competitive. Back when bumper stickers exhorted one to make love not war--in 1973, to be exact--only two-thirds of twentysomethings polled by Yankelovich agreed that "competition encourages excellence." Today 82% of their counterparts say, "I like to compete: it makes me perform better." The recent surge of extreme sports--from bungee jumping to sky surfing--is no accident. The hip slogan of the Gen X T shirt? NO FEAR. Indeed, adversity, far from discouraging youths, has given them a harder...
...wary of packaged news, linear-plotted entertainment and happy endings. "Xers prefer to get their information unembellished," says Yankelovich's Smith. The hit TV show X-Files weaves in layered story lines and leaves questions unresolved. In MTV News Unfiltered, viewers call in story ideas and the network sends out video cameras for them to record their own segments. On last month's show, South Carolina's underground tattoo artists told of their efforts to legalize the practice of body art, and a 16-year-old Oregonian recounted her hard life as a single mother. "Generation X actively pursues...