TEACHING STRATEGIES FOR THE MILLENNIAL ADULT

C. Denise Hancock, PhD, RN, LCCEAssistant ProfessorWilliam Carey University

Disclosures

• Purpose: The purpose of this activity is to enable the learner to identify key characteristics of the Millennial generation and develop strategies to engage and connect with Millennial adults

• Target Audience: Registered Nurses

Objectives

• By the end of this activity, participants will be able to:• Explain the concept of generational differences• Compare personal generation and characteristics to the Millennial generation

• Describe common learning styles and preferences of young Millennial adults

• Identify at least 3 potential strategies to adapt teaching and learning activities

“that complex whole which includes knowledge, belief, art, morals, law, custom, and any other capabilities and habits acquired by man [or woman] as a member of society”

Sir Edward B. Tyler, 1871(Campinha-Bacote, 2007)Photo source: Wikimedia Commons. From Popular Science Monthly 26 (1884): 145. Public Domain

Culture

What is a Generational Cohort?

(Strauss & Howe, 1991)

Strauss & Howe’s Generational Theory

Idealist Reactive Civic Adaptive

(Strauss & Howe, 1991)

Each era is 80 year cycle with 4 archetypes

Generational Theory – Today’s Cohorts

Baby Boomer

1946-1964

Generation X

1965-1980Millennial1981-1996

Post Millennial

1997 -

(Pew Research Center, 2015; Strauss & Howe, 1991)NOTE: Sources disagree on dividing birth year boundaries by as much as 5 years.

Idealist Reactive Civic Adaptive

Let’s compare

Source: Pew Research Center tabulations of the 2014 March Current Population Survey from the Integrated Public Use Microdata Series (IPUMS)

Post-millenials

now about

61 million.

Millennials: the most diverse adult cohort

Source: Pew Research Center tabulations of the 2014 March Current Population Survey from the Integrated Public Use Microdata Series (IPUMS)

1 in 5 is Hispanic

12% Have at least 1 immigrant parent

(Pew Research Center, 2011)

Millennials are different.

Lowest rates of marriage (28%) & military service (3%)

1 in 4 claim no religious

affiliation

Enough with numbers.

What happened?

Baby Boomers

(Photos from various sources in public domain)

Generation X

Millennials

Post-Millennials (Generation Z?)

Millennials

Millennials’ lives are shaped by technology

• “Digital natives” who are techno-literate, techno-fluent, even techno-dependent

• Typically use 5+ technologies per day• 97%+ have cell phones• 8 in 10 sleep with cell phone • Instant access communication is the norm (text/IM)

• 49% of young adults use messaging apps like WhatsApp, Kik, iMessage or SnapChat

(Mr Youth & RepNation Media, 2015; Pew Research Center , 2015)

Millennials are the heaviest users of social media

• 82% on Facebook• 55% on Instagram• 32% on Twitter • 27% on Pinterest • 22% on LinkedIn

(Pew Research Center , 2015)

Family and parenthood are important to Millennials. Marriage? Not so much.

• 60% raised by both parents / 40% not• 44% think marriage is obsolete• 30% say successful marriage is a priority• Expect and want gender-neutral family roles• More than half say being a “good parent” is a priority• Typically have good relationships with own Baby Boomer

or Gen X parents• May even live in parental home

(Pew Research Center, 2010; Ray, 2013)

Social connections center on peers & families. Strangers and celebrities also influence decisions.

• Social media sites are used to create and maintain community.

• Rely heavily on consumer review sites (Yelp, Google, LivingSocial, Groupon, etc.)

• “crowdsourced decision-making”

(Boston Consulting Group, 2015; MrYouth & RepNation Media, 2009; Pew Research Center, 2010)

• Millennials report that, on average, their purchasing decisions are influenced by 5 people (compared with 3 for Baby Boomers).

• Who influences them? • 59% friends, • 52% partners, • 51 % parents,• 33% strangers, and • 23% celebrities.

Who doesn’t influence them? Experts!

(Boston Consulting Group, 2015)

Core Millennial Values

• Both genders are egocentric. • High value on things such as appearance , wealth,

professional success, status, luxury, consuming, adventure, excitement, and travel.

• Engage in multiple modes of self expression• 1 of 5 have posted a video of themselves online. • 4 of 10 have a tattoo (or more)• 1 of 4 have a body piercing (other than ear)

(Boston Consulting Group, 2015; Pew Research Center, 2010)

Gender Differences in Values

Males place greater importance on external recognition.

• status, professional success, luxury, craftsmanship

Females more likely to espouse intrinsic and psychosocial values.

• disconnecting /unplugging, fitness, simplifying, tradition, stability, locally grown, home, local communities, family, spirituality, wellness, saving, naturalness

(Boston Consulting Group, 2015)

How do Millennials describe themselves?

(Boston Consulting Group, 2015)

83 million millennials are in prime

child-bearing years!

Big impacts coming for families, communities, and healthcare systems.

Key Pregnancy & Birth Trends (U.S. 2013)

• 4 million births per year • Mothers are getting older, mean age 26 at 1st birth

• Birth rates for young mothers at historic lows (26.5 for teens and 80.7 for mothers in 20s)

• Highest birth rate for mothers in 30s (98.0)• Lowest birth rate for mothers in 40s (10.4)

• Mothers are likely to be unmarried (40.6% births)• More twins! (Historic high rate of 33.7)

Note: Birth rates are per 1,000. (CDC, 2015)

Financial impact of childbirth

• Childbirth is single largest reason for hospitalization in the U.S.

• Costs are reported to be high and growing

• Researchers and policy experts are beginning to publish reports pushing for cost containment

Image Source: http://www.cdc.gov/nchs/data/nvsr/nvsr62/nvsr62_05.pdf

Mixed success covering Millennials with private insurance

• Private insurance usage for birth has declined last 10 yrs• Black, Hispanic and Teens more likely to use Medicaid.• Among employees < 26 yrs, 83% are eligible for insurance

but “take rate” only 44% (compared to 69% overall) (ADP Research Institute, 2015)

• Possible reasons• Premium affordability • Some may still be on parental insurance

• Although the ACA offers options, millennials have low health insurance literacy (Wong et al, 2015)

Millennial characteristics - Health literacy

• Historically, health education provided in high school • Curriculum cuts eliminated health education for many • Researchers found strange contradiction. HS seniors had

low health content knowledge but higher application knowledge (Lloyd et al., 2013)

• Where is it coming from? Internet, social media, advertisers?

• Seems to be a GAP for accurate, accessible health education

Putting research-based information together to reach Millennials

• Millennials are brand-sensitive • “Digital natives” who seek information from multiple

sources• online research, consumer review sites, social media networks,

& word-of-mouth referrals.

• Respond best to messages close to the care decision, such as online advertising and targeted location messages

• Prefer instant access communication

Teaching & Learning

Principles of Adult Learning Theory

• Adults need to be involved in the planning and evaluation of their instruction.

• Experience (including mistakes) provides the basis for the learning activities.

• Adults are most interested in learning information with immediate relevance to job or personal life.

• Adult learning is problem-centered rather than content-oriented.

(Knowles, 1990 as cited by Billings & Halstead, 2012)

Learning styles & preferences

• Setting/Learning environment

• Format (Technology)

• Social connections

Setting / Learning Environment• Millennials tend to prefer informal settings with norm of

equality. • Should be comfortable & aesthetically pleasing• Consider café-style, rather than classroom or round table• Plan for music and multimedia usage in your setting • Create learning environment that is both physical and

virtual.

(Bracy, Bevill & Roach, 2010; Roberts, Newman & Schwartzstein, 2012; Roehling et al., 2011)

Is the learning environment welcoming?

• Millennials are the most diverse generation, but also have subgroups. Who is your population & do they feel welcome? Consider:• Age ranges• Unmarried partners / co-parents • LGBT parents• Racial and ethnic groups• Religious traditions and sects• Primary languages other than English

• Are friends, parents, and other extended family welcome? How do you engage them?

Format (Technology)

• ASK adults about preferences and practices • Paper handouts are passé among most Millennials. • Print books may or may not be used.

• Learn how to use current technologies and media• Content may be the same, but how you organize,

present and share it will change. • Vary the type of technology used, with other activities.

• Recognize that Millennials are sophisticated users, and will have high standards and expectations for technology usage.

What is your technology value-add?

• Emphasize opportunities for additional help and support• Post available resources on an easily-accessible electronic

site.• Set clear expectations and boundaries for communication. • Millennials have little patience with delays or resources that

are difficult to obtain. They may expect you to be available 24/7 by email or text.

• Millennials need guidance and focus to identify information sources that are reliable and accurate. • Keep in mind: Google is the most used electronic resource

(Nichols, 2008 ; Roberts, Newman & Schwartsztein, 2012)

Social Connections• Social networks are critical to this

generation.• Encourage adults to collaborate

and connect with you and each other.

• Remember that peers, partners, parents, strangers & celebrities influence decisions.

How can you “link in”?

But I’m from a different generation…• Seek to understand Millennials without judgement.• Be open. Avoid assumptions about motivation, resources,

values, preferences, etc. • Avoid references to the past that may have little relevance

to current learners.• Millennials respect older generations, as long as they

perceive mutual respect. • DO share your life experiences, your philosophy, and your

passion. It will enhance your impact.

(Bracy, Bevill & Roach, 2010; Roberts, Newman & Schwartsztein, 2012; Roehling et al., 2011)

Summary• Our purpose today was to help you identify key characteristics of the Millennial generation and develop strategies to engage and connect with Millennial adults.

• Our objectives were enable you to:• Explain the concept of generational differences• Compare your personal generation and characteristics

to the Millennial generation• Describe common learning styles and preferences of

young Millennial adults• Identify at least 3 potential strategies to adapt teaching

and learning activities

Taking it home.

What are 3 things you can do to adapt your own practice?

Denise Hancock, PhD, RN, LCCEdhancock@wmcarey.edu(504) 296-2087

Twitter @DHancockRN

Contact me.

Suggested Resources

• PEW RESEARCH CENTER – Generations and Age Research at http://www.pewsocialtrends.org/topics/generations-and-age/

• Take the quiz! How Millennial Are You? http://www.pewresearch.org/quiz/how-millennial-are-you/

References• ADP Research Institute (2015). 2015 ADP Annual Health Benefits Report. Retrieved from http://

www.adp.com/tools-and-resources/adp-research-institute/research-and-trends/research-item-detail.aspx?id=59BB90A0-2A8A-4BE8-BBEB-1D750E5CB008

• Billings, D.M. & Halstead, J.A. (2012). Teaching in Nursing: A Guide for Faculty (4th Ed.). St. Louis, MO: Elsevier Saunders

• Boston Consulting Group (2015). How Millennials are changing the face of marketing forever. Retrieved from https://www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever/?chapter=3

• Bracy, C., Bevill, S., & Roach, T. D. (2010). The Millenial generation: Recommendations for overcoming teaching challenges. Allied Academies International Conference: Proceedings Of The Academy Of Educational Leadership (AEL), 15(2), 21-25.

• Campinha-Bacote, J. (2007). The Process of Cultural Competence in the Delivery of Healthcare Services: The Journey Continues. Self-published.

• Centers for Disease Control (CDC), (2015). Births: Final Data for 2013. National Vital Statistics Reports , 64( 1). Retrieved from http://www.cdc.gov/nchs/data/nvsr/nvsr64/nvsr64_01.pdf

• Lloyd, T. Shaffer, M.L., Stetter, C., Widome, M.D., Repke, J., Weitekamp, M.R., Eslinger, P. J., Bargainnier, S. S. & Paul, I. M. (2013). Health knowledge among the millennial generation. Journal of Public Health Research, 2(1): 38–41. doi: 10.4081/jphr.2013.e8

• Mr Youth and RepNation Media (2009). Millenial moms 101: Why millenial moms are supplanting college students as the most connected and technology dependent population. New York, NY: RepNation. Retrieved from http://www.mryouth.com/archives/millennialmom101.pdf

• Nicholas, A. J. (2008). Preferred learning methods of the millennial generation. International Journal of Learning, 15(6), 27-34.

References, continued. • Pew Research Center (2010) Millennials: A portrait of Generation Next. Washington, DC:

Author. Retrieved from http://www.pewsocialtrends.org/files/2010/10/millennials-confident-connected-open-to-change.pdf

• Pew Research Center. (2011) The Generation Gap and the 2012 Election. Washington, DC: Author.

• Pew Research Center (2015). Comparing Millennials to other generations. Retrieved from http://www.pewsocialtrends.org/2015/03/19/comparing-millennials-to-other-generations/

• Pew Research Center (2015) Mobile Messaging and Social Media 2015. Retrieved from http://www.pewinternet.org/files/2015/08/Social-Media-Update-2015-FINAL2.pdf

• Ray, J.A. (2013). Today’s young families: Successful strategies for engaging millennial parents. Childhood Education,89(5) 332-334.

• Roberts, D. H., Newman, L. R., & Schwartzstein, R. M. (2012). Twelve tips for facilitating millennials' learning. Medical Teacher, 34(4), 274-278. doi:10.3109/0142159X.2011.613498

• Roehling, P. V., Vander Kooi, T. L., Dykema, S., Quisenberry, B., & Vandlen, C. (2011). Engaging the millennial generation in class discussions. College Teaching, 59(1), 1-6.

• Strauss, W. & Howe, N. (1991). Generations: The History of America's Future, 1584 to 2069. New York: William Morrow and Company.

• Wong, C.A., Asch, D.A., Vioya, C.M., Ford, C.A., Baker, T., Town, R., Merchant, R.M. (2015). Seeing health insurance and HealthCare.gov through the eyes of young adults. Journal of Adolescent Health, 57(2), 137–143.