Very cool Change Manifesto written by DK, founder of Phatgnat. Manifesto is called The Youth of Today (pdf download req.)

DK sounds like a really neat guy with a very big mission. "Everyone is always wondering what kids are thinking. DK gives you a view into the complicated and sometimes contradictory world of today's teens." His organization, Phatgnat, us-them-you together "operates between the commercial and public sectors. Phatgnat creates opportunities for companies and brands to engage and communicate with young people whilst supporting local and central government’s youth-oriented initiatives through specific, high profile projects."

The manifesto DK has written gives insight into what is on the minds of teens today and the attitudes, beliefs, mindsets and experiences they are having in their lives now which they will of course bring with them to the world of work within the next 5-10 years. His ideas focus on the following areas: identity, politics and government, brands and labels, school, responsibility, parents, idols, being young, hopes and dreams, crime, friends, technology, the environment, religion, "old people," and sex.

Here are some items that I find particularly interesting and that I believe will have signficant implications for the future of work.

Politics and Government:

"I think I'd be more interested if they were more representative of real people; they don't make it interesting enough for me to care. Jules, 14"

Companies will have the same thing to worry about that politicians are worrying about - apathy. Apathy doesn't mean they don't care...it means whatever is being worked on is not interesting enough to cause them to care. (This is pretty scary given the things going on in the world right now.) What will cause the spark to be interesting enough to care? So what we need to start thinking about is how to manage the routine and also build stretch into every job - to keep work interesting, stimulating and challenging. Jobs (and organizations) need to be designed with this in mind. Really, this shouldn't be so difficult given the complexity and demands of business.

Responsibility and Old People:

"Responsibility is a by-product of power. Young people rarely have the opportunity to fully understand the concept of responsibility because adults are uncomfortable relinquishing power....Young people do respect their elders but more to the point how many older people respect young people?"

Relinquish power? Most people who have it would rather put a "pin in their eye" than give it up. But that is what good bosses do all the time - they give power to others. But when it doesn't happen, then you get into the weird parental transference issues and you get stuck in the the proverbial self-fulfilling prophecy. Those who have the power believe those who don't take responsibility never will and therefore those who don't appear to accept responsibility never will. Yikes!

Recently I wrote a post called Engaging the Generations At Work. This is a tool and an approach to start the conversation between the generations. It is a "spark" not a panacea. It creates the room and awareness for a conversation between the generations to begin. Maybe mindsets can change as a result of a deeper understanding of the needs, motivations and values of all the generations at work? Maybe it leaves some room for a mutual level of respect to grow?

Technology

"In their world, technology is ubiquitous and not a differentiator. However, technology is used as a tool to communicate first and entertain second. And because it is ingrained in their culture, it is harder to impress young people with new gadgets or ranges."

Rajit at Rootburn posted about Flytop which is a new, unique computerized pen. It does amazing things and I think it is just fab. I showed the whole really cool on-line demo to my 14 year old niece who didn't even bat an eyelash or even utter a wimpish wow...not a sound!

Brands and Labels:

"What young people seek is authenticity - brands that make statements and promises which deliver - they don't want to be patronised or exploited. Young people are leading the co-creation movement and are impacting on the design and development of brands."

Sounds like this could be a time for large organizations to start mingling with their workforce of tomorrow. Consider it a preview of sorts and/or one very large focus group. Since teens are a segment who are interested in co-creation seems like it would be a good time to start engaging in conversation now - and with all the technology available now! Lots of buzz about what a great place to work someday. Employer brands that are genuine and authentic will rule! I wonder if there are HR people participating at events designed for young people by marketers to understand and start engaging this demographic??

Looks like DK has gotten a jumpstart on this which I believe is a very smart move! I agree with DK - let's change this.