Lost Generations

London, RSA Lost Generation Conference, Oct 26^th - A packed room of 20-somethings and politicians sat uneasily as David Blanchflower, professor of economics at Dartmouth College, began his rosy talk about the Lost Generation. "I've spent the last 12 months being Mr. Gloom and Doom. I'm afraid I'm going to carry on doing that." And so began 40 minutes of searing honesty, highlighting one million of the UK's unemployed Gen Ys. 

Blanchflower said that although the media recently shared stories about economic green shoots, he feels there is real danger we could swing into a W shaped recession. He predicted that unemployment would keep increasing until 2011. His main worry was that the experience of unemployment while young causes permanent scars.

But some Gen Ys are fighting the shortage of jobs by finding a way to monetize regardless of the economy.

Show up to any of London's unconferences and you'll find Gen Ys deep in the trenches networking and collaborating on projects without the aid of an organization more effectively than ever before. Their main point of leverage is their ingrained knowledge of web 2.0, unavailable to previous generations. Many have their iPhones out, tweeting and interacting; GPS mobile apps like Foursquare keep them informed as to where their contacts are and who is around them.

Not only are they powerful with tech know how, they desire to become people of value.

Lily Rice, a sixteen-year-old representing the Lewisham Young Advisors, spoke to the RSA panel during the Q and A. She expressed her hope that politicians would view the young not through the media's lens, but rather as young, passionate, lively people with bright futures. (See below for a video clip of Lily chatting with Naked Generations' Chris Lomas)

Gen Ys are also learning how to beat Dunbars Number of maximum personal contacts (150) with web 2.0. They have more people in their network than ever possible. If you have Gen Ys in your employ, why not let them grow your brand/message? Contacts your Gen Y employees may have can save you money and keep more young people employed, stimulating the economy. Tap into their strengths with these two tips; perhaps they will save your organization from the brunt of what Blanchflower calls the worst financial crisis in a hundred years.

1. Ask your star Gen Ys how they use their social networks and let them suggest how they could be used to benefit their career and the company's - if they are keen. Then listen and put faith in their ideas. This trust you give them will make them work harder to meet your expectations and raise the odds of turning them into voluntary brand ambassadors. Next time someone pops your organizations name into Google, wouldn't it be nice if positive messages showed up? Happy Gen Y employees will spread the news online - Real PR, sugarcakes.
2. Allow them ownership over the project with regular updates. With their generation specific skills engaged you put them in a position where they don't just come to work to receive a check and build a CV. With ownership they feel important and will start to identify with the brand. As Dr. Dewey said, The deepest urge in human nature is the desire to be important." Put them in that self-fulfilling position where they see their importance and they will stay for years. Skip this point and they'll resign in a max of 18 months. What do they expect from their job position besides cash and a way to ride out the recession? Do they have a reason remain loyal? Really?

There are more than double the 23-year-olds in the UK than 13-year-olds. Lets support this generation so that they can support the older ones in the future. If this lost generation is left with deep scars from long term unemployment everyone will suffer, including aging Gen Xers and Baby Boomers as they approach (distant!) old age and require support.