Millennial Momentum

Price: $26.95  

Subtitle: How a new Generation Is Remaking America
Author: Morley Winograd and Michael D. Hais
Subject: American Studies
Cloth ISBN: 978-0-8135-5150-0
Pages: 328 pages, 2 tables
Publication Date: September 2011

Praise:

"In this timely analysis of demographic data, Winograd and Hais examine the habits, values, and desires of the generation born between 1982 and 2003. The most racially diverse and ideologically tolerant population the U.S. has ever known, Millennials are also the best networked group of humans in history. Believing that every consumer choice, every vote, every blog post and tweet matters, young people come of age expecting to be heard and to make change. Although still gaining momentum, Millennial thinking has already proved itself powerful—the networked grassroots organization that elected Barack Obama is the book's most persuasive example. The book offers important insights into the dynamic, interdependent forces that will shape America's future."
—Publishers Weekly

"Winograd and Hais have emerged as the country's best, and most solidly supported, analysts of the emergent Millennial Generation. Leaders of both parties—and forward-looking businesses—need to study this book for a unique look into America's evolving future."
—Joel Kotkin, author of The Next Hundred Million: America in 2050

"In recent years few have thought so much and been as prescient about the emerging politics of the United States as Mike Hais and Morley Winograd. This new book adds breadth and depth to an already powerful set of insights they've had."
—Simon Rosenberg, President, NDN & The New Policy Institute

"The authors offer a wonderfully persuasive picture of America's future—by providing a penetrating and well-researched portrait of the rising Millennial Generation that is beginning to define that future."
—Neil Howe, co-author of Generations and The Fourth Turning

Description:

About every eight decades, coincident with the most stressful and perilous events in U.S. history—the Revolutionary and Civil Wars and the Great Depression and World War II—a new, positive, accomplished, and group-oriented "civic generation" emerges to change the course of history and remake America. The Millennial Generation (born 1982–2003) is America's newest civic generation.

In their 2008 book, Millennial Makeover, Morley Winograd and Michael D. Hais made a prescient argument that the Millennial Generation would change American politics for good. Later that year, a huge surge of participation from young voters helped to launch Barack Obama into the White House.

Now, in Millennial Momentum, Winograd and Hais investigate how the beliefs and practices of the Millennials are transforming other areas of American culture, from education to entertainment, from the workplace to the home, and from business to politics and government. The Millennials' cooperative ethic and can-do spirit have only just begun to make their mark, and are likely to continue to reshape American values for decades to come.

Drawing from an impressive array of demographic data, popular texts, and personal interviews, the authors show how the ethnically diverse, socially tolerant, and technologically fluent Millennials can help guide the United States to retain its leadership of the world community and the global marketplace. They also illustrate why this generation's unique blend of civic idealism and savvy pragmatism will enable us to overcome the internal culture wars and institutional malaise currently plaguing the country. Millennial Momentum offers a message of hope for a deeply divided nation.

Morley Winograd is a senior fellow at the University of Southern California's Annenberg Center for Communication Leadership and Policy. He served as senior policy advisor to Vice President Al Gore during the second term of President Clinton's administration..

Michael D. Hais is retired as the vice president of entertainment research at the communications research firm, Frank N. Magid Associates.