The Generation Naming Game. Tweens, millennials, Gen-Xers, and boomers are the basics, as far as generational names go. But every now and then we come across a new term that’s supposed to capture the most distinguishing attitudes and behaviors of a generation. The latest is “The Go-Nowhere Generation,” composed of millennials who are less willing to leave their hometowns to find better opportunities. This group has become risk-averse, sedentary, and too happy at home checking Facebook, according to the Buccholzes in their March NY Times article. So, how should we go about identifying them? In a rush to define a new generation, the multicultural perspective has been forgotten. Millennials are those currently between 18-35 years old, accounting for approximately 70 million of the total U.S. population. When looking at the 34-and-under population, we see that Asians, African-Americans, Hispanics, and GLBTs comprise almost 51 percent. So in turn what we have is a multicultural millennial population, which needs to be accounted for when considering this segment. This more diverse generation shares a very strong and unique drive ? a drive that fuels them to act and behave knowing that they are leading, shaping, and defining the cultural fabric of the mainstream with their art, fashion, music, culture, and entrepreneurial spirit. Here are four key insights into the Multicultural mindset highlighting why this group could be called the “Unstoppable Generation”: Fitting in by standing out – As they embark on a quest to define their identity, one of the key behaviors we are seeing is how they are literally sampling from as many sources and subcultures as possible to create a unique self. Inspired by struggle and liberation – Their shared minority backgrounds keep them actively engaged in their communities, culturally tuned in, and constantly seeking to find the means to advance in their fields. Spirit of endurance – They’ve been raised by their parents and communities with a strong moral obligation to do more, be more, and pay it forward, feeling a need to prove to others that they can make it. Risk takers – The main risk this group is taking is that of following their dreams and pursuing their passions. They aren’t doing what is expected of them or instituted, even if they have little support for following non-traditional paths. We have to go beyond the labels and deeper into their mindset when looking at such a diverse group as the millennials. Coining generational names is great, identifying shifting attitudes and behaviors even greater, but we all need to get in the habit of including the multicultural perspective. Otherwise, short hand can come up short. by Gabriela Gonzalez, strategic planner at Dieste Inc. Article can also be found at Hispanic Market Weekly.

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