Heroes: The Ultimate Millennial Fantasy?

I have already nominated several fictional characters as the ultimate Millennial persona: Andy Sachs, heroine of Devil Wears Prada, Harry Potter and his friends, the ensemble cast of Hamlet2. The common theme is the ability of seemingly ordinary kids to conjure up hidden talents or even hidden powers to accomplish something very difficult, usually beyond the capabilities of adults. Now we have NBC's smash hit, Heroes, which seems to fully capture the essence of this 'wait til you see the real me' fantasy in full. Here is how the Heroes wiki site describes two of the show's key characters:

Claire Bennet is a high school student formerly of Odessa, TX where she used to be a cheerleader. She lives with her adoptive family in Costa Verde, CA. Claire discovers she has the ability to heal seemingly any wound, nearly instantaneously.

Peter Petrelli worked as a common hospice nurse while living in New York City. Peter appeared to his family as a witless dreamer, who believed he had a greater place in life than just saving one life at a time. He discovered he was an evolved human who had the ability to absorb and use the powers of other evolved humans. Peter has since decided to use his abilities to save the world.

The show is wildly popular among Millennials, and given Millennials' passion for making a difference in the world, it's easy to see why the show is so appealing. Marketers would do well to tap into this fantasy, with products that help Millennials be more the person they know they were meant to be, and make a greater impact for good. NBC is leveraging this insight well, with a create your own hero contest and animated online series. Superpowers for ordinary mortals of course is not a new theme. but what makes Potter nd Heroes different from, say Superman, is the unique generational angle. It's not just about having unique talents, it's about being YOUNG and having unique talents. That is what makes these characters remarkable in their worlds and appealing in the world of Millennails.

Meet Two Millennials: Sarah and Mike

This week, Ad Age launched a new blogging feature called "GenNext". I am thrilled to report that two of my favorite former Notre Dame MBA students (now grads) are featured bloggers. Sarah Ewing and Michael Girts were both standout students, and are now about to be stars in the blogosphere. Since I nominated them for this gig, I am confident you will find their musings of interest. Here are some excerpts from each of their initial blog entries. I've included links to their Ad Age bios as well. BTW, Both Sarah and Mike are currently in the hunt for marketing jobs.

Sarah Ewing Ad Age Blogger Bio

Top talent seeks a long-term relationship and will partner with companies whose manners reflect a soulmate, like online retailer Zappos.com. In my interview experience with them, the only prices discussed were potential media buys. Our date included an all-expenses paid trip to Vegas, a trip to the "Soul Doctor" (Zappos' personal onsite psychologist and career therapist) and a Polaroid for my personal scrapbook. In the end, I didn't get the job because they were looking for someone with more experience, but had things worked out, I could easily see myself growing old(er) with them (as can other swooning potential employees). To attract top talent, I recommend these behaviors: 1. Don't make me go Dutch. Please pay for interview travel. It indicates financial stability and employee value. 2. Don't speed date. This is a courtship. Get to know me beyond a rote questionnaire. 3. Break up via phone, not silence. Quickly tell me that we are through rather than dragging it out in ambiguity. 4. Value me for me. As an MBA, I know what I'm worth. Although advertising agencies are notorious for paying under industry average, please do not immediately lowball my desired salary. Treat me like a potential partner. Partners require negotiation. Remember: Any company can find employees. But a charming company who uses these manners will almost always get the most striking partners in the employment pool—and keep them, too. Which do you want to be?

Michael Girts Ad Age Blogger Bio

As I write this, I'm 12 weeks into the 10-week internship [with Leo Burnett]. In other words, they've asked me to stick around. I'm thrilled about it. I've worked hard all summer long. I like the people I'm working with, and I'm interested in the work I'm doing. Early in my internship, I asked my supervisor if I could take a shot at writing a case study for an upcoming new business pitch. Rather than wait for someone to teach me the best way to write a case, I asked if I could try it myself and schedule time with her the next day to review and improve the case--or scrap it if need be. Well, I did it well enough that we used the case, and she asked me to write another. And another. And another and eventually, I was the go-to-guy for new case studies. I was meeting one of the business-development team's real needs. And before the internship was over, I had put myself in a position where it was much easier to keep me on, rather than find some new way to replace me. The interns that are still around are the same interns that seemed happiest all summer long. For all the talk about the perks and the freebies, it seems that what people really want out of their internship is real responsibility and legitimate work experience. Those people who sought the opportunity for real work--and subsequently seized that opportunity--are the ones who enjoyed their internships the most. They're also the ones who are still here.

The Millennial Persona: Part II

If you are casting around (as I have been) for alternatives to Andy Sachs, Hannah Montana, and Harry Potter to epitomize the Millennial Persona, look no further. Joshua Glenn of the Boston Globe provides a comprehensive list of candidates by birth year from 1984-1993. His fresh takes on the subject include the observation that many of the icons of Gen M are actually throw backs to the fifties - think Nancy Drew, Lion Witch and the Wardrobe, High School Musical (a less edgy Grease). He also wonders at the sheer number of Millennial actresses called upon to play the role of 'princess':

I'm thinking of Lindsay Lohan ("Lifesize," in which a princess doll comes to life), Kiera Knightley ("Princess of Thieves," "King Arthur," plus every other role), Mandy Moore (supporting role in "The Princess Diaries"), Hilary Duff ("A Cinderella Story," plus she's sort of a princess in "Material Girls" and "The Lizzie McGuire Movie"), Amanda Bynes ("What A Girl Wants," also sort of a princess), Scarlett Johansson ("The Other Boleyn Girl"), and Michelle Trachtenberg ("Ice Princess"). Plus India Oxenberg on the reality show "I Married a Princess.

Glenn points out that many of the most successful TV shows aimed at young girls suggest princess-dom without the crown: Nickelodeon's "iCarly" is about a schoolgirl with a globally popular website, "Hannah Montana," Miley Cyrus plays an average kid by day who's a rock 'n' roll superstar by night. Are Millennials as insipid as these fictional princesses and fifties personas suggest? Until real life achiever Millennials emerge, we may have to live with these fictional personas.

The Millennial Personna

Is Andy Sachs, heroine of 'The Devil Wears Prada' the ultimate Millennial? Michael D. Hais and Morley Winograd say she is in their new book, Millennial Makeover: MySpace, YouTube, and the Future of American Politics'. This book has received a lot of attention for its assertion that Millennials are going to determine the 2008 election (Obama for sure) and go on to change just about everything else in politics. Politics aside, is Andy Sachs truly the 'Graduate' of her generation? According to the book (Sachs is) "a true Millennial, different from the lead character of previous coming of age movies about other generations". Personally, I say no. True she is practical, behaves like her own person (at least for most of the movie), cares about those around her and uses technology as a weapon in her fight to impress the imperial editor. Yet, where is the team work, the social conscious, the ambition that marks Millennial values as unique? I don't have a better candidate right now, but I am not ready to concede that Andy Sachs is the face of this generation.