The values gap: young peopleliving in the future, today
© Business FuturesNetwork London, October 1997
by Sheila Moorcroft, Business Futures, London
Liberate and celebrate the diversity of the individual
The end of absolutes: loss of faith in institutions
Many young people are living in the future. Their values, attitudes and behaviour are more in line with the way the world will work in future, than the way it works today. Their ideas are at the forefront of fundamental changes occurring to a greater or lesser degree in many western societies, as we move from an industrial to a post modern world. This is not to say that all young people are riding on the crest of the wave of change: they are not. Many are in danger of being left on the rocks, and unless our social institutions can respond effectively to the changes now, those people could be left behind. While the final shape of the future is far from clear we can already see some of the changes which will take us there and some of the characteristics it may have.
The plague of interesting times - changes they take for granted
The generation which is now between the age of 18 and 30 were all born in 1967 or later. Their teens and adult life have occurred since 1980 and as a result their values and attitudes have been shaped and influenced by the events which have occurred since then. They are also the beneficiaries of more than 50 years of peace in Europe, unprecedented technological developments and fundamental economic change. As a result, they live in a world which is more interconnected, more volatile, more complex and more potentially liberating than at any previous time. Before looking forwards to where we may be heading, it is useful to reflect briefly on where this group have come from, to highlight some of the defining moments which they have lived through and the things they take for granted.
The world in 1980 was a very different place: we had no PCs, mobile phones, Sony Walkmans, CDs, satellite TV, or MTV not to mention the Internet as a consumer service and Virtual Reality. These and other technologies - such as pagers, answer-machines and video recorders - have become commonplace, bringing the world to us - a world where we can shift and re arrange time, cross boundaries and experience other worlds, be more in touch and totally cut off, more interconnected but less private, aware / disjointed ... recreate ourselves. For young people, these are the norm: they are the computer generation at ease with the technology, its power and potential.On the political front, there were to be fundamental changes, which in 1980 were almost unimaginable. In 1980 Margaret Thatcher had only recently arrived and privatisation was an alien concept: in the USA, Ronald Reagan was only just coming to power. The USSR was regarded as the evil empire and Glasnost and Perestroika, the Berlin Wall falling and a united Germany or independence and democratic elections in the East Bloc countries were not only unthinkable, but would have been considered laughable. But a chink of light was there: Solidarity was born in Poland that year. Nelson Mandela was very much a political prisoner for another ten years, and not the first black President of South Africa.
In the 1980s, assassinations and terrorism became more widespread as political weapons - Olaf Palme, Anwar Sadat, Rajiv Ghandi and died, with attempts on the Pope and Reagan; the attack on the German Embassy in Stockholm, the crisis in Ireland and the Brighton bomb, and the hostages in Lebanon - all brought violence and a sense of vulnerability and threat to our doorsteps. During the 1980s and 1990s a whole range of issues which cross boundaries between public and private domains, national and international spheres have become part of our daily lives entering the psyche of this group and engaging their hearts, minds and activism in new ways.Issues such as the environment, famine in Africa, AIDS, drugs, chronic fatigue syndrome, bulimia and anorexia, animal rights, homelessness and long term unemployment are all part of the lives of young people and have become a focus for their energies. The 18 - 30 age group have grown up with these changes. What to older generations is the new way of doing things, to this group is the norm. They are starting from a very different baseline in almost any area of life you care to mention.
Just as the world they have grown up in is fundamentally different, so are the values they have developed in response to it. We have moved from a world where the old certainties ruled to one where the unthinkable can happen; from static and clear cut boundaries - physical and mental - to fluid and flexible boundaries; a world where the pressures and tensions of change and destruction can be felt on a global, international, national and personal level; a time when the future is more obvious because of the approaching millennium, but its achievement more questioned because of environmental damage; a shift from the constraints of finite physical resources, to one of the infinite potential of renewable knowledge; a recognition of the inter-connectedness of everything on a personal and global level; a change in the mental models for thinking about that world from a mechanical model to an ecological one; a world in which individuals are set to take far more control over their own lives and we as a species have far more control and influence over the shape of the world than we ever had before. Set against these changes is perhaps the most fundamental of all, the shift in values which is what will define how we use our knowledge and influence.
Getting to the future first! Young peoples behaviour, attitudes and approach to life regularly receive a lot of criticism in the media. In many respects this is nothing new. What is new is that the criticisms are not just across the eternal generation gap which every generation has experienced, but across a divide that is growing and fundamentally challenging the status quo: the values gap. The values gap and the resulting criticism and misunderstandings are the result of the cumulative shift in values and priorities from generation to generation which has been occurring since the early 1950s, but most especially the changes in this latest generation. The older generations, the organisations they have developed and the mental models they rely on are anchored in values which have been shaped by a very different world. The challenge of the values gap can be seen in three core areas: the diversity of the individual, the end of absolutes and valuing the intangible which are outlined very briefly below.
Liberate and celebrate the diversity of the individual
To be, not to become The younger generation are more in tune with, more aware of, want to reflect and be true to their own individuality to a far greater degree than previous generations. This is not in the sense of excessive and selfish individualism, but the development of a greater sense of self, of inner strength and confidence. Aware of the complexity and variety of their inner world, they choose to express it in a pick and mix way drawing on gender and sexuality, work, interests, political issues, relationships, fashion etc. They are at ease with the resulting ambiguities, emphasising one set of characteristics in one context, another set in another as they move through and between different communities and aspects of their lives. But all the while it is their choice, they are in control: they want to be true to themselves and not sell their soul to the needs and diktats of organisations and institutions, roles and social conventions.
The future is feminine, the feminine is more masculine Young women are redefining the rules more than their male contemporaries. They are claiming what they see as their inheritance, redefining their role, image and identity, achieving more, looking for the pleasures of life and increasingly rejecting the traditional role of partner and mother. The female strengths of communication and relationships are also more in tune with the needs of the future.Taking it out on yourself - But for many young people - especially young women but increasingly young men too, the challenges and pressures are too great - either because they lack the skills and opportunities and are frustrated by their situation or because they are vulnerable to the pressures . Self destruction through bulimia and anorexia or depression are becoming a more frequent problem. For others the self destruction turns outwards onto their surroundings in violence, crime, drugs and aggression.
The end of absolutes: loss of faith in institutions
As a direct result of their own greater emphasis on individuality combined with the apparent failure of many of the traditional institutions of society - Church, family, politics, the law, the nation state - young people are turning away from convention and finding new ways of expressing and acting on their beliefs and ideals. The result is a transition from a society where an agreed single set of norms were adhered to and maintained through the auspices of core institutions, to one where the personal ethics of the individual and the rules of a whole host of smaller communities prevail.
The family is dead, long live the family - Young people are inventing relationships and the family in their own image, to reflect the needs, ideals and sexuality of the individuals in question. Who does what, how it is organised, how roles and responsibilities are shared are all being redefined and in some cases literally negotiated. It is not the crisis of moral decline that is perceived when measured according to the traditional family framework, but a redefinition: abandoning the stereotypes and norms. The greater independence of young women is central to this shift, but is being matched increasingly by the growing involvement of young men in caring and sharing the nurturing roles in the family. So too are homosexual and lesbian relationships, and the desire to stay single and childless.
Do less: achieve more - Young people have opted out of the traditional political system in droves: not registering to vote, not voting and even fewer joining the traditional parties. This is often characterised as apathy: what it hides is their desire for passionate commitment. In part this loss of faith in the institutions of government is a result of the scandals and seeming lack of responsibility on the part of the politicians, their double standards especially when talking about the importance of young people, then doing little for them. Instead, young people are getting involved where they can express their own form of passionate commitment, be true to their ideals and see the results of their efforts. As a result, focused forms of direct action, voluntary work and self help dominate their political reality. The new political heroes are the likes of Swampy in the UK: veteran road protestor and tunneller against planned motorways and airport runways.
Act global: drink local Along with conventional politics, traditional identities such as nationality and citizenship are also coming under fire. Many young people see themselves as European or even world citizens: at the same time, they identify strongly at a local level and create new communities both in the real world and on the net based on their interests and ideals. They act, think and respond on any number of levels as they move between the different communities, adapting to the unwritten rules and codes required. An ability to read the signs and boundary hop is increasingly important.
A spiritual direct line - Just as disintermediation has been a growing feature of many consumer markets and professional services, so too in religion. The uniformity and imposition of traditional morals and values through the framework of the Church has been rejected: spirituality and a belief in has not. For growing numbers of young people being part of a world consciousness, a global spirit is replacing traditional ideas of religion; new age religions, pantheism, even the environmental movement itself are all new forms of spiritual¿ expression. The result is that the uniform social norms associated with traditional religions and their role in defining social morality are being replaced by equally strongly held beliefs about what is right and what is wrong, but on the basis of personal ethic.
Valuing the intangible
The fundamental shift in the structure of the economy away from the traditions of industry through the development of the service and into the knowledge economy, is mirrored by the changing the priorities of young people. While they do not shun material wealth, and indeed in many respects take it for granted as a result of such long term economic stability, material things are secondary. Their aim is less to impress through possessions but to enjoy the intangible qualities of life: experiences, feelings, relationships, personal self knowledge and awareness
Im alive! - For many of this age group intense experiences, pushing the boundaries in some way has become an essential part of feeling truly alive. Meeting this need comes in many forms. For some, it is living at the adrenalin edge by participating in dangerous, high energy sports such as bungee jumping. For others, often those for whom opportunities are few, drugs and crime may be seen as one of the few options for feeling anything in an otherwise monotonous world.
Creative impact - Creativity and self expression are a way of life for this generation and enable them to combine and move between all aspects of their lives in a seamless transition. Music, art, video, film, VR, animation - all provide the opportunity to explore their own identity while also enabling them to be seen and heard. This generation have the confidence and the technology to liberate their creative energies in a way that far exceeds previous potential, both in terms of the technology to do it and the markets in which to sell the end result.
Fragmentation and multi connection - A natural extension to being in touch with the diversity of your own identity is to use that knowledge to create and experiment with other relationships. The opportunities to form relationships and the resulting range and nature of those relationships are almost unlimited. Meeting and talking to friends across the world on the Net is rapidly taking over form talking to friends from school on the phone. With the new technologies come new possibilities to redefine and explore your own identity and experience the world from a completely new perspective.
Liberating the potential of diversity
The world that is emerging will be more fragmented and more complex on almost every level imaginable. The inherent diversity this liberates presents boundless opportunity. However, if those opportunities are to be realised and diversity - together with the freedom of choice it represents - is to be a liberating rather than a paralysing experience, developing new skills, new services and new approaches to old problems will be critical. This future of greater choice, freedom and self reliance is not necessarily easy to live in. Relying on the static frameworks of tradition and social structures to define your life and make decisions requires much less effort than taking control of your own destiny. To make choices and thrive, not just survive, people will need new forms of dynamic stability. Stability that comes not from external structures and clearly defined routes forward, but from inner strength and awareness, an ability to navigate the flow and grow flexible roots.
Minds that can swim - In education, we will need a greater emphasis on life skills, the ability to form relationships, to communicate effectively, to negotiate and cope with transitions and change. Research in the US has shown that emotional intelligence - self awareness, empathy and an ability to communicate in particular - correlate more closely with success in life than do the conventional qualifications measured in school and college exams. Young people are already very adept at and focused on these areas of skill. Their disaffection with the education system as it stands may in large part be the clash between old style emphasis on content and control, versus a new values emphasis on emotional intelligence. What we are witnessing is a redefinition of the knowledge base: a move away from the traditions of formal and explicit knowledge as the primary if not only focus of education, to the inclusion of and increasingly greater emphasis on the intangible in all its guises.From steady state, to trial and error - In the past the transition from education to the job market was regarded as a single line trajectory whereby you went to school, learned a trade or profession, stayed in your job / profession for life (albeit perhaps with one or two changes up the hierarchy) then retired. No more. Not only have we seen the demise of traditional job structures, but for many young people that is not what they want. Work, in whatever form, is not just about earning a living, but is an essential part of life and fulfilment.
Getting it right, is therefore even more important now than in the past. Not knowing precisely what you want to do, in what way you want to develop your skills and interests, wanting the opportunity to try different options until you find the one that fits is understandable, sensible and logical - and at present almost impossible. Our educational and support systems do not allow trial and error: in future it will be the norm. Not only will such dilemmas face young people at the beginning of their working lives, but will continue to do so as they move in and out of work and find different ways of contributing to society.
Employability - the ability to continue to develop a range of skills on an ongoing basis is one of the essential characteristics of this future workplace. Life long learning is necessary to maintain employability. But, it will not just be about updating existing knowledge and skills: employability and lifelong learning will be about reassessing, redefining and redirecting energies and interests in response to changes in the individual and the world around them. Again, trial and error, an opportunity to pick and mix will be essential.Go and get yourself a proper job - An example of many of these changes today is the music industry: it generates more overseas income for Sweden and the UK than do many traditional engineering sectors, and yet wanting to be a musician is still not regarded as a proper job! In addition, it involves personal creativity at every level of the production process; the structures of work patterns over time are extremely flexible with teams and companies often coming together and dissolving on a project by project basis; it creates communities of interest linking and involving people according to their interests and enthusiasm rather than duty and necessity.
I'll do it my way - This is increasingly the byword of the younger generation. They are more likely to want to work for themselves, have their own company and be their own boss than previous generations. This is especially apparent among young women who are unwilling to have to conform to the constraints and rules of conventional organisations. Young people are also more likely to look to their own age group for advice and help than go to conventional institutions. Providing new forms of personal and professional support, contact and direction will as a result be a growth sector in the future. Doing it my way also means taking on less, finding another way to live, putting life and fulfilment before work and conventional measures of success, opting out of conventional career structures. Whereas the older generations are talking about downshifting, the desire to find more time, a greater sense of meaning in their lives, more balance between living and working: the younger generation are doing it, and starting out with that in mind.
Bridging the values gap
The values gap represents a fundamental realignment of the basis on which people make their decisions about how to live their lives. The core values of autonomy, fulfilment, excitement, involvement and individualism on which young people place far greater emphasis than previous generations will challenge social institutions and companies alike to rethink their approach to customers, employees and beneficiaries. People will be more informed, have more confidence and expect more influence in any transactions and contact. They will expect to be treated as equals and genuinely to have their needs met both in the marketplace and the workplace. Organisations will come under far greater scrutiny to practise what they preach. As a result, not only will the values and image they present carry more weight, but any failure to live up to them in word and deed is likely to be discovered and met with immediate sanction.Power and influence will be far more widely distributed, moving away from the traditional institutions and sources of decision-making to the individual and local community. As a result, societies will certainly be less homogeneous and the potential for conflicts of interest will almost certainly increase, but we will not see the decline into depravity and moral decay so often forecast from the other side of the values gap. The increasing desire to be true to the complexity and diversity of oneself and to achieve ones potential will further reinforce the shift in power structures. The balance between rights and responsibilities, the impact of real knowledge about oneself eg through the genome project, the accessibility and checkability actions by organisations and public figures are all part of the shift in power.
Greater awareness of self on a personal level combined with greater access to knowledge and information through continued technological change will result in a profound shift in perception, thinking and understanding. As our own awareness grows, the potential for genuine systems-thinking reinforced by information technology can be seen as extending the potential for wisdom - albeit on a lower level than ultimate self-less forms of spiritual wisdom. That potential for wisdom will create insights and levels of integrated understanding on a rational, emotional and spiritual level which go far beyond purely intellectual understanding. This integration of all aspects of learning about self and the world and the interaction between the two will cause a major shift in how people behave and respond to their surroundings, the kinds of institutions they accept and the roles they wish to play.
Technology, while not driving the changes, will have a critical role in enabling the process. Its power, ease of use, portability and accessibility - both in terms of price and location - will continue to increase such that the constraints in future are more likely to be how we decide to use the technology, the values and aims of the communities, organisations and societies we create rather than inherent in the technology itself.
We are moving to world where organisations are more responsive and more consistent in practising what they preach. Not necessarily because they want to, but because they have no choice: their actions will be transparent and trackable. Their values, how they live by them and how they present them will decide whether they are able to attract employees and customers alike.
See too article on The Quaternary Hypothesis and trends summarised by The International Futures Forum 1998
© Business FuturesNetwork London, October 1997