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For all of our Swedish-speaking readers, check out the interesting article in the Swedish daily Svenska Dagbladet by Professor of Economics Anders Parment that discusses the impending societal changes that we can expect as a result of us. Of Generation Y, that is. Or, as Professor Parment so wittingly labels us, "Generation Why," since we question everything that our parents took for granted. Read the article here. For those of you who are less Scando-savvy, here is a brief recount of the article's major points: Professor Parment explains that as the babyboomers retire and the youngest generation of professionals establishes themselves in the workforce, things are going to be shaken up quite a bit. According to Professor Parment, Generation Y sees work primarily as a source of self-fulfillment, rather than as a duty or a right. He describes a future where the employer, rather than the employee, is replaceable. But these new and demanding employees are also predicted to be more creative and productive- if they're given the freedom and challenges they crave, that is. Companies and organizations that aren't pro-active are going to suffer for it while those that are willing to reimagine their work culture to fit the new generation of workers will be able to harness their talent successfully and, as a result, reap the benefits. Professor Parment's predictions don't only apply to the land of the midnight sun. We’ve been reading similar accounts of the changes Gen Y is going to induce Stateside as well (for example, check out “What Gen Y Really Wants” from TIME magazine in our Links section).
Now’s our chance. Let’s tell people what we really want. - Astri
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