Greenberg Millennial Survey: How “Generation WE” Are Taking Over America and Changing the World

 Are the 90 million-plus 'Generation WE' poised to become the next Greatest

                                Generation?



    NEW YORK, Aug. 25 /
EMWNews
/ -- As the Democratic and

Republican parties prepare to nominate their 2008 presidential candidates,

a new generation is about to seize the reins of history -- and shape the

political landscape for years to come. Generation WE (also called the

Millennials), the biggest, most diverse, and best-educated age cohort in

the history of the nation, are prepared to exert their influence in this

year's race and in the political, social and environmental sectors.



    According to a new 2007/2008 Gerstein | Agne Strategic Communications

research study, sponsored by entrepreneur Eric H. Greenberg, the

Millennials_- - those born between 1978 and 2000, currently including 95

million young people up to 30 years of age -- are very different from the

Baby Boomers (78 million by comparison) and Gen-Xers and are already

creating a new politics and social dynamic in America. Politics as usual is

not an option for Generation WE, who project to be 100 million strong by

2015.



    Millennials are post-ideological because they are uninterested in

learning about and defending the "conservative" or "liberal" approaches to

the problems our country faces. However, although they reject both

traditional ideological labels, they are shifting decisively away from

conservatism. In 2002, Millennials voted Democratic by a 49-47 margin.

Since then, their progressive tilt has steadily increased. Their votes made

the 2004 presidential race close and decisively tipped the 2006

Congressional elections, with 18-29 year olds favoring Democrats 60-38.



    The in-depth national survey of 2,000 individuals aged 18 to 29 along

with a series of twelve focus groups offers a revealing snapshot into the

values and attitudes of the Millennials. The worldview of the Millennial

generation is shaped by two unique dynamics. The first is a commitment to

the greater good over individual gain, an ethos that reaches across

traditional divisions such as race, ideology, and partisanship.



    Because of this commitment, Millennials are highly involved in

community and national life, as shown by the increase in the under-30

electoral turnout. In the 2004 election, Census data indicate that the

18-24 year old group, completely composed of Millennials, increased their

turnout 11 points to 47 percent of citizens in that age group, while 18-29

year olds -- dominated for the first time by Millennials -- increased their

turnout 9 points to 49 percent. These increases were far, far higher than

among any other age group.



    In 2006, Millennials also increased their turnout levels relative to

the last congressional election. Census data show that 18-29 year olds

(almost all Millennials at this point) increased their turnout from 23

percent to 26 percent of citizen-eligible voters, a 3 point gain relative

to 2002. This gain was once again higher than among any other age group.

Voting trends in the recent primaries indicate an even higher under-30

turnout should be experienced in the 2008 presidential election.



    "The political leaders who act first to join Generation WE in their

quest for a new era of American freedom, security, and prosperity will

become generational heroes and benefit spectacularly from the epochal

political realignment that has already begun," said Eric. H. Greenberg.



    The second important dynamic characteristic of the Millennials is their

across-the-board rejection of the country's current leadership and dominant

institutions. Whether it's Congress, the federal government, major

corporations, or organized religion, these young Americans believe the

large institutions that dominate modern society have failed, placing narrow

self-interests ahead of the welfare of the country as a whole.



    Despite their harsh assessment of the current state of affairs and

leadership, Millennials are not pessimistic about the future and have a

clear sense of generational identity. Ninety percent of the survey's

respondents agreed that their generation "shares specific beliefs,

attitudes, and experiences" that set them apart from generations that have

come before them. They also feel a very strong kinship with young adults of

their generation abroad (70 percent), which contrasts with the connection

they have with generations of older Americans.



    They also believe that new leadership can transform government and

corporations. Millennials have the entrepreneurial belief that they can

innovate themselves out of the troubled world they're inheriting and the

future challenges they face. That task begins with the unique role of

technology has had in shaping this generation and the confidence it has

given them in the power of innovation to fundamentally change the world.



    When asked what events or trends for their importance in shaping the

attitudes and beliefs of their generation, nearly 50% of the survey's

Millennial respondents cited "the rise of the Internet, cell phones, text

messaging, e-mail, and similar advances in personal technology," as the

primary influence. Technology as an integral part of their lives was the

most influential factor of fourteen tested in the research shaping the

generation.



    With the issues at hand facing a generation seeking change and who

possess a willingness to get things done, what is the Generation WE change

agenda? One item proposed in the survey was Project FREE: To create an

Apollo or Manhattan-like project to invent new sources of non-fossil fuel

energy free from carbon emissions based on hydrogen, fusion, or other

means. The Project FREE concept earned overwhelming (70 percent) support

from the Millennials who participated in the research. Other items of

importance on the Millennial agenda include restoring and protecting the

environment, providing quality nutrition and health care for all,

modernizing and equalizing our educational system, among others.



    The full survey, the focus group transcripts, and detailed demographic

and psychographic analysis will be available on a newly-launched web site

GEN- WE.com on Monday August 25, 2008. The site is the premier online

destination for Millennial content and a digital launch pad for the

Generation WE movement.



    In addition to the Millennial survey, Mr. Greenberg has co-written a

book with New York Times-bestselling author Karl Weber entitled, Generation

We: How Millennial Youth Are Taking Over America and Changing Our World

Forever, (Pachatusan; Available mid-October; Order Now through Book

Masters; $19.95; ISBN 978-0-9820931-0-8; paperback). The book explores the

emerging power of the Millennial generation, describes the positive changes

they are ready to drive, and shows how the Millennials (and their

supporters from other generations) are poised to change our nation and the

world for the better.



    "In my travels around the world, I have been very impressed by today's

young people. They are smart, caring, creative, and generous. I share the

hope expressed by Greenberg and Weber that this new generation will help

re-orient our planet and conquer the problems of poverty, war, and

pollution that currently plague it," said Muhammad Yunus, Founder of

Grameen Bank and Co-Winner of the 2006 Nobel Peace Prize.



    The self-published book is based on the Millennial driven information

model of transparency. It, and all of the research and analysis conducted

to write it, will be available in PDF form for free on the Generation WE

web site on September 8, 2008. For those interested in a physical copy of

the graphically rich, four-color book composed by award winning designers,

it will be available in paperback on Amazon.com and at select bookstores

nationally by mid-October.