Branding is Routine to Future Workers, Annual List Confirms

Employers trying to get ahead of the recruiting curve can understand how to motivate their future workers thanks to an online tool that studies the mindset and value system of Generation Y. Providing an excellent periscope view of this complex topic is "The Beloit College Mindset List," created by Beloit's Keefer Professor of the Humanities Tom McBride and Public Affairs Director Ron Nief. They annually summarize the worldview of the 18-year-olds who enter college each fall season.

Containing 70 cultural touchstones, the "Class of 2011" list refers to students entering college this year, most of them born in 1989.

These future managers and workers have grown up in a time where it's common for stadiums to be named after corporations and commercial product placements have always been the norm in films and on TV. Some other truths about this group:

  • No one has ever been able to sit down comfortably to a meal of "liver with some fava beans and a nice Chianti";
  • Fox has always been a major network;
  • High-definition television has always been available;
  • Dilbert has always been ridiculing cubicle culture;
  • They have never "rolled down" a car window; and, last but not least,
  • What Berlin wall?

To view the list in its entirety, as well as the list from previous years, visit www.beloit.edu/%7Epubaff/mindset/2011.php

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