Preparing Millennial Designers for Professional Practice

Andrea L. Quam 
(158 College of Design, Iowa State University, USA)

Abstract: The Baby Boomers, born 1946–1964, were the first to be coined a “Me” generation, with a strong focus on themselves. They were the first generation to explore introspection, self-focus and individualism as young adults. However, the students currently filling college classrooms across the nation are the new “Me” generation. This generation, commonly referred to as The Millenials, was born between 1981–1999. They are often described as selfish, rude, and spoiled and have been labeled the most self-centered generation to date. However, these traits are a reflection of the society in which they have been raised. The Millenials have been raised in a society where reliable birth control, legalized abortion and parenthood as a choice, created a generation of the “most wanted children” in American history. The Millenials have been raised to put themselves first. Each has been told they were each special by parents, television, movies and even school programs (Twenge, 2006, p. 6).
    How do we teach a generation taught to think of themselves first to become design professionals — where audience should be placed first? Not only are graphic design students entering a profession whose success relies on the ability to communicate with a range of audiences, they are entering one of the most challenging job markets in the history of our profession. As the latest “Me” peer group enters the workforce, an understanding of generational differences, bridging techniques and educational approaches are imperative for their success.
    While Baby Boomers and Millenials have both been labeled a “Me” generation, in reality they are far apart in their worldviews. When these generations meet in the workplace, “clashpoints”™ occur (Lancaster & Stillman, 2002, p. 20). This paper and presentation will survey generational research, explain how this research may inform curriculum and detail how programs can produce graduates well suited for professional practice in a multi-generation workplace.

Key words: Millennials, graphic design pedagogy, generational research