New Geography

Author: Morley Winograd and Michael D. Hais

  • Why Most Americans are Both Liberal and Conservative

    American politics is consumed by a bitter, at times violent, debate about the overall role of government and specific governmental programs.

    Pundits often frame this divide in terms of geography (red states versus blue states), ethnicity (Hispanics and blacks versus whites), class (rich versus poor), or age and gender. Those factors matter, but seeing polarization only in terms of group versus group misses an important paradox about Americans: Most of us have both deep conservative instincts and liberal instincts.

    This personal inner conflict need not calcify our national divide. Instead, it could form the basis for a new and unifying consensus or civic ethos. To do this, though, our political leaders must build on the quintessentially American politics of today’s Millennials (those born between 1982 and 2003), who prize individual initiative at the local level to achieve national goals.

    Why we look left and right at the same time
    American political opinion looks in two directions – both left and right, or liberal and conservative – at the same time. Social scientists Lloyd A. Free and Hadley Cantril were the first to use survey research to describe and analyze this paradox of public opinion that has always shaped US politics.

    In their book, “The Political Beliefs of Americans” (1967), they maintained that Americans consistently demonstrate a conflict between their general attitudes toward “the proper role and sphere of government,” (which drove the big GOP gains last November) and their attitudes toward specific governmental programs (which helps explain broad American support for “big government” programs like Medicare).

    According to Mr. Free and Mr. Cantril, most Americans have conservative attitudes concerning the size of government, and liberal beliefs in support of programs to protect themselves economically. This leads majorities to favor smaller government, individual initiative, and local control while endorsing major governmental programs ranging from Social Security to student grants and loans.

    Tensions go back to our founding
    This tension has always been a part of American politics. The US Constitution was itself the product of fierce debate in the wake of the failed Articles of Confederation. The ingenious solution the Founders gave us was both a strong central government and equally powerful guarantees of individual liberty embodied in the Bill of Rights. Notably, that solution was largely the product of that era’s young adults, the so-called Republican Generation.

    Still, the Constitution didn’t settle the question of the government’s role in the economy and personal welfare. That wasn’t resolved, at least temporarily, until the Great Depression, when Americans gave their strong support to FDR’s New Deal programs. Again, it was that period’s young adults – the “greatest generation” – that led the new consensus.

    Small government, big programs
    Such consensus, of course, doesn’t erase our conflicting convictions. Even in the depths of the Great Depression, Gallup revealed this conflict between the public’s programmatic liberalism and conservative ideology. On the one hand, large majorities believed that the government should provide free medical care to the poor (76 percent), extend long-term, low-interest loans to farmers (73 percent), and implement the newly created Social Security program (64 percent). By contrast, only a minority wanted the government to take over railroads (29 percent) and banks (42 percent), or limit private fortunes (42 percent).

    In 1964, as President Johnson was announcing his Great Society initiatives, Free and Cantril, using the results of commissioned Gallup polls, determined that within the electorate, ideological conservatives outnumbered liberals by more than 3 to 1 (50 percent to 16 percent). But in those very same surveys, support for liberal government programs exceeded conservative opposition by a ratio of 4.6 to 1 (65 percent to 14 percent).

    Using data from four of the Political Values and Core Attitudes surveys conducted by the Pew Research Center over the past two decades, we confirmed their research. Across four Pew surveys, from 1987 to 2009, ideological conservatives outnumbered liberals by a ratio of 3.5 to 1, but liberal supporters of specific programs outnumbered conservative opponents by a 2.2 to 1 margin.

    In every Pew survey, there were always more conservatives than liberals regarding the overall role of government and a greater number of liberals than conservatives in support of programs designed to promote equality and economic well-being. In effect, the United States is neither a center-right nor a center-left nation; it is, and always has been, both at the same time.

    Not surprisingly, voters who identify as Republicans have tended toward the conservative side of these two tendencies. And Democratic identifiers have leaned toward the liberal side. Although the gap between the identifiers of the two parties has widened recently, during most of the time since Free and Cantril first published their findings, the greatest number of both Democratic and Republican identifiers, as well as independents, has been ideologically conservative and programmatically liberal.

    Moderates driven out
    Today, driven by more liberal attitudes among the Democrats’ young Millennial Generation and minority supporters, and the more conservative beliefs of the Republicans’ older, white base, the leadership of the two parties is more polarized than at any time since the Great Depression.

    For the first time ever, among Democrats in the House of Representatives, the liberal Congressional Progressive Caucus contains more members than the moderate New Democrats and conservative Blue Dogs combined.

    Across the aisle, few congressional Republicans are willing to call themselves moderates, and liberals, once a meaningful bloc in the GOP, have entirely disappeared.

    Despite these divisions, the leaders of each party must find a way to work together to synthesize both strands of America’s political DNA – a belief in the importance of a strong national community and equality of opportunity as well as a strong desire to limit government’s encroachment on individual liberty – into a new civic ethos that is broadly acceptable to most Americans.

    Millennials can foster a new consensus
    The belief of America’s youngest adult generation, Millennials, in the efficacy of individual initiative at the local level to achieve national goals provides a basis for just such a solution. To once again bind the wounds of internal discord, our political leaders should adopt this approach and successfully appeal to the ideological conservatism and programmatic liberalism of the American people.

    This piece originally appeared at the Christian Science Monitor.

    Morley Winograd and Michael D. Hais are fellows of the New Democrat Network and the New Policy Institute and co-authors of Millennial Makeover: MySpace, YouTube, and the Future of American Politics (Rutgers University Press: 2008), named one of the 10 favorite books by the New York Times in 2008.

    Photo by Zach Stern

  • Will Ideology or Pragmatism Rule American Politics?

    Now that the dust from the midterm elections has settled, America remains just as divided as before on what type of governing approach it favors. As the LA Times’ Gregory Rodriguez, points out, if the United States “was a cartoon character, it would be a cheerful fellow with his head in the clouds and his feet planted squarely on the ground.”

    To win the support of the public, America’s next governing consensus must encompass the nation’s highest ideals, while presenting realistic solutions to today’s challenges. In the short run, the ideological orientation of each party’s congressional representation will push both parties toward their ideological poles. Flush with victory, top House Republicans and strategists said, they saw “little distinction between incumbent members and those who would be joining them as freshman…both benefited from the Tea Party activism that helped them trounce Democrats” and said that “the support deserved to be rewarded”. Congressional Democrats, especially in the U.S. House of Representatives, are also more ideologically uniform than previously. Virtually all of the members of the Congressional Progressive Caucus (75 of 79) were reelected in 2010, as were a clear majority (40 of 68) of the centrist New Democrats. By contrast, a majority of the conservative Blue Dog Coalition (29 of 54) were either defeated or saw their open seats won by Republicans. Together, these changes meant that, for the first time since these organizations were formed in the 1990s, the Congressional Progressive Caucus was larger than the Blue Dogs and New Democrats combined.

    The magnitude of the Republican victory was impressive, but constituted more of a continuation of the type of partisan political volatility the country experiences during periods of great generational change than a massive shift of America to the GOP and conservatism. A Pew survey taken just before the election indicated that the distribution of party identification within the electorate was little different in 2010 (49% Democratic to 39% Republican) than it was in either 2008 (51% to 36%) or 2006 (47% to 38%), two years in which Democrats won sweeping victories at the polls.

    Nor did Election Day exit polls show a clear endorsement of GOP positions on key issues. Only half of the voters (48%) called for repeal of the Democratic healthcare reform law. About the same number (47%) wanted the law left as is or even expanded. Only four in ten voters (39%) favored extending the Bush-era tax cuts to all Americans, including those with incomes greater than $250,000. By contrast, a majority endorsed either the Obama administration’s position of extending the tax cuts to only those with incomes below that level (37%), or the even more liberal position of letting the tax cuts expire for everyone (15%).

    Moreover, exit polls indicated that although the Democrats lost some ground among almost all demographics, the composition of the two party’s coalitions remained largely unchanged. The votes of Millennials (57% Democratic to 40% Republican), African-Americans (90% to 9%), and Hispanics (64% to 34%) were only slightly altered from what they had been in 2006 and 2008. The Northeast (53% to 45%), the West (49% to 48%), and the nation’s cities (56% to 41%) provided a firewall that helped the Democrats to retain control of the Senate.

    The GOP did strengthen its position within its core constituencies, winning solidly among men (56% Republican to 42% Democratic), as well as in the South, in rural areas, and among senior citizens, all of which voted Republican by about 1.5:1 margins. The Republicans were also able to split the women’s vote which they had lost in previous elections, primarily due to massive support from female senior citizens who voted 57% to 41% in favor of the GOP, even as younger women retained their Democratic allegiance. Geographically, Republican gains came predominantly in the Great Lakes watershed where the GOP won at least 25 new House seats, or about 40 percent of their pickups.

    The Republicans also made major gains in America’s suburbs, where the greatest number of Americans of all ethnicities and generations, including Democratic-leaning Millennials, African-Americans, and Hispanics, now live. Obama narrowly won the suburbs, 50% to 48%. In 2010, the GOP carried them even more decisively, 55% to 42%. Democratic losses in the suburbs were particularly great among white voters who had not completed college and were among those who had been most hurt by the Great Recession. The party able to win over suburban voters with a message that is both ideologically and pragmatically appealing will gain the strategic high ground in the battle over the nation’s political direction in 2012 and beyond.

    One of the reasons for this shift in the makeup of the 2010 electorate was a drop in the contribution from Millennials. Turnout among those 18 to 29 years of age was comparable to previous midterm elections: 21 percent of all Millennials eligible to vote did so, about the same percentage as in 2002 but less than the 24 percent turnout in the 2006 midterm elections. Those Millennials that did vote preferred Democratic candidates in almost all contested elections and approved of Barack Obama’s handling of his job as president by a 60% to 40% margin. In contrast to all other generations, Millennials remain overwhelmingly Democratic and liberal in their political orientation.

    If the 2008 election was a victory for young Millennials, the 2010 midterms represented a triumph for senior citizens. A big part of the increase in votes for Republican candidates was inspired by the Tea Party movement’s older supporters. A solid plurality (40%) of 2010 voters claimed to be Tea Party supporters and nearly nine in ten (87%) of them voted for Republican house candidates. The GOP’s clear emphasis on ideological themes, built around concerns about the nature and scope of government, inspired its frightened and frustrated base to turn out in record numbers to prevent what it perceived to be a dangerous drift toward liberal hegemony.

    In the end, however, most of those who voted in 2010 had little good to say about either party. Almost identical majorities among those who voted had an unfavorable opinion of the Democratic and Republican Parties. Reflecting the opinions of some of their Tea Party supporters, even one-fourth of Republican voters expressed a negative perception of the GOP

    So, in spite of the internal structural forces impelling both the Democrats and Republicans toward ideological uniformity, the new ruling party will be the one that most effectively integrates their party’s ideology with the country’s demands for solutions that work. That party will need to appeal both to those who embrace the ideals of individual freedom but also understand the need for a pragmatic program of collective action, integrating national purpose with individual choice. Shaped by some of the most profound demographic changes in American history, the key to future success for both the Democrats and Republicans will lie in synthesizing these two strands of America’s political DNA. The party that most effectively accomplishes that goal will be the dominant political force in the Millennial Era for the next four decades.

    Morley Winograd and Michael D. Hais are fellows of the New Democrat Network and the New Policy Institute and co-authors of Millennial Makeover: MySpace, YouTube, and the Future of American Politics (Rutgers University Press: 2008), named one of the 10 favorite books by the New York Times in 2008.

    Photo by hjl

  • Shifting Voter Demographics: America is a Different Country

    As we head to the unpredictable 2010 elections, many pundits have been left scratching their heads and admitting that they really have no idea how this election is going to turn out. Nate Silver, today’s most careful analyst of election statistics and forecasting, examined a variety of indicators and concluded that there were more closely contested and hard-to-predict congressional races this election than ever before.

    The biggest reason for this uncertainty lies in the fact that America’s electorate is changing as fast as the country’s demographic and generational characteristics, and in the process these changes overturn old assumptions about how politics works – and too often doesn’t work – in America.

    In 1965 the nation was 89% white and 11% black, about the same as it had been during the previous century. Since then, high levels of Asian and Latin immigration have produced an America today which is 66% white and 33% “people of color,” a tripling of the minority population in only four decades. Remarkably, 10% of Americans are of Mexican descent and about 5% of the electorate speaks primarily Spanish. For the first time in US history a president of mixed race, although one who considers himself to be African-American, resides in the White House.

    The second big demographic change is the emergence of the largest, most diverse generation in American history: the Millenials. Like it or not, this generation will dominate the political and cultural life of 21st century America as much as the Boomers did in the late 20th century. The Millennial Generation, born from 1982-2003, is sometimes condescendingly referred to as the “youth vote,” but it should be more accurately recognized as the biggest and most important new voting cohort in America. There are about 95 million Millennials, about half of whom are now of voting age. One out of four eligible voters in 2012 will come from this generation. That will expand to more than one out of three voters by 2020.

    This is the fundamental driver of American political change: Every two years the percentage of non-whites and Millennials increases, a trend likely to continue in the decades ahead. Non-whites will grow from 33% of the population today to as much 50% by 2042. There will also be a rapid increase in the “mixed race” population, which might further complicate matters.

    As these populations grow, a new political reality will take hold in areas most immediately affected, especially in the Southwest and coastal areas of the country. The power of these population shifts to upend conventional political wisdom was demonstrated by Barack Obama’s victories over heavily favored establishment candidates in both the Democratic primary and the general election in 2008

    These demographic transformations are changing the political loyalties and beliefs of the American electorate. Democrats now have their largest lead in national party identification since the early 1960s. In the most recent Pew survey, only 15% of Americans claimed to be completely unaffiliated independent voters, while about half (48%) identify with the Democratic Party and 37% with the Republican Party. By contrast, in 1994, the last time in which a newly elected Democratic president faced a midterm election against an aroused GOP, the two parties were tied in party identification at 44% each. This Democratic advantage is due in large part to Millennials and Hispanics who identify as Democrats by a 2:1 margin over Republicans.

    Survey data also shows that most Americans continue to favor using government to address their economic concerns and societal challenges. This summer, in a survey conducted for the progressive think tank NDN, a clear majority (54% vs. 31%) of Americans favored a government that actively tries to solve societal and economic problems rather than one that takes a hands-off approach.

    These numbers virtually unchanged since Barack Obama’s inauguration. More recently, only 29% of those surveyed this fall told Pew they wanted all of the Bush-era tax cuts to remain in place, while a majority (57%) preferred either that those on the wealthy should be allowed to expire or that all of the Bush tax cuts should end. Forty percent of adults told an Associated Press survey they didn’t think the new health care law went far enough, while only 20% felt the federal government shouldn’t be involved in healthcare at all. These pro-government attitudes are likely to grow as more and more Millennials enter the electorate. By a 60% to 36% margin the generation favors a bigger government providing more services over a smaller government providing fewer services.

    Rather than being surprised every two years by the changing politics of a nation altered by a rapidly changing demography, pundits would be wiser to anticipate that American politics is going to keep changing and evolving every two years, and will never again look like the politics of the 20th century. In the shorter run, the operative question in this year’s midterm elections is the extent to which the rising elements in the electorate make their presence felt at the polls in November. President Obama, who is concentrating his final campaigning efforts on college campuses and minority neighborhoods, clearly recognizes the challenge—but also the rare opportunity—presented by the 21st century electorate. His success in energizing these newest members of the Democratic Party’s base will determine the still uncertain outcome of the midterm elections.

    But the longer term direction of American politics will clearly continue to be driven by the demographic and generational changes now sweeping the country. And unless the Republican Party finds a way to appeal to the emerging groups, they may find themselves enjoying only the most fleeting kind of renaissance.

    Morley Winograd and Michael D. Hais are fellows of the New Democrat Network and the New Policy Institute and co-authors of Millennial Makeover: MySpace, YouTube, and the Future of American Politics (Rutgers University Press: 2008), named one of the 10 favorite books by the New York Times in 2008.

  • Millennials Are Looking for Something Completely Different

    As the country’s political distemper grows, many commentators, reflecting their own generational biases, mistakenly assume that voters are looking for less government as the solution to the nation’s ills. But survey research data from Washington think tank, NDN, shows that a majority of Americans (54%), and particularly the country’s youngest generation, Millennials, born 1982-2003, (58%), actually favor a more active government, rather than one that “stays out of society and the economy.”

    “Dissatisfaction with Obama and the Democratic Congress,” generational expert Neil Howe has observed, “is probably more fed by their failure to use government boldly and vigorously to face hard challenges than by their excessive boldness.”.

    What Millennials are looking for in terms of public policy, to borrow John Cleese’s warning to his Monty Python audience, is something completely different. They are not buying into the tired approaches of either party that have produced the current partisan gridlock in Washington.

    Millennials are not interested in letting ideological posturing stand in the way of “getting stuff done,” as they like to say. Their generation’s idealism – in sharp contrast to the more ideological approach adopted by Boomers – is characterized by a pragmatic impulse focused on finding practical solutions to problems. Much like the civic generations – most notably the World War II era “greatest generation” – before them, Millennials want to reinvigorate the nation’s institutions utilizing government to improve basic conditions in areas as diverse as health care, education and environmental protection.

    However, unlike America’s last civic generation, the GI Generation (born 1901-1924), Millennials do not want to place responsibility for achieving their desired results in a remote, opaque bureaucracy. After all, Millennials were not shaped either by the New Deal era or the Second World War, when government expanded to deal with economic and international concerns that threatened the very existence of American democracy. . Instead they tend to see government’s role more like that of their parents who set the rules but left room for negotiation on what the rewards would be for abiding by the rules as well as the consequences for not doing so. In this Millennialist approach, government provides information and resources to help individuals connect and learn from each other but let’s each person decide how best to discharge their civic obligations.

    The healthcare reform legislation that was forged out of the white heat of the political debate in Congress came surprisingly close to this model. It disappointed ideological Boomers on both sides of the aisle. Liberals didn’t get their dream of a single payer system or even its “nose-under-the-tent” counterpart, the so-called public option. But conservatives were unable, even after Republican Scott Brown’s surprise election as a United States Senator from deep blue Massachusetts, to prevent Congress from mandating that every person in America buy health insurance in order to achieve the goal of universal access. By building a framework for universal coverage on the scaffolding of the existing private insurance system, the final legislative solution used the liberal approach of regulation and national mandates to create a new role for government, but kept government out of the business of actually providing health care.

    The final shape of that reform reflects a new Millennialist approach to the making and implementation of public policy. This approach will result in setting new national standards in many aspects of our national life while, at the same time, allowing individuals to make their own choices about how to comply with those standards.

    The recent adoption by a majority of states of national curriculum standards for what students must learn in core disciplines such as English, math and science is further evidence of this trend. These standards, developed and coordinated by the National Governors Association Center for Best Practices and the Council of Chief State School Officers, outlines “the knowledge and skills students should have within their K-12 education careers,” without dictating how schools should teach the material.

    Meanwhile the Obama administration’s “Race to the Top” grant program, has sparked a firestorm of educational reform legislation in states competing for the money that weaken the hold of administrators and teachers’ unions on what goes on in the classroom. The demands of the parents of Millennials for bottom line results, reflected in such grass roots initiatives as the Parent Revolution in California and Connecticut, is providing the political support needed to take on the current educational monopoly. This will help open the door to widespread experimentation about what works best at the local school level.

    As of yet, there is no sign at the national level that a more Millennialist approach to addressing concerns over global warming and environmental degradation has been achieved. But the failure of Congress to pass more bureaucratic approaches, such as cap-and-trade, suggest there is an opportunity for such ideas to take hold in the future. For instance, a campaign to reduce the carbon intensive nature of the nation’s infrastructure could include a government sponsored effort to display the carbon footprint of most consumer products. This would allow individuals decide how to alter their personal purchasing decisions to produce the most environmentally favorable results.

    Similarly, the goal of reducing fuel consumption per family could be achieved by providing tax incentives for telecommuting or for trading in aging gas guzzlers for vehicles that exceed the newly strengthened fuel economy standards for passenger cars. These policies, and others like them, would leave it up to each individual to decide the extent to which they wish to contribute to environmental improvement. Just as anti- smoking campaigns financed by taxes on cigarettes has been found to be an effective deterrent to smoking , the strategy would be to “nudge” rather than command behavior in order to achieve the desired policy goal. Given the strong environmental sensitivity of the younger generation, this approach will likely accomplish more in terms of actual carbon usage reduction than the ideologically-driven schemes proposed by Boomers in Congress.

    The trajectory of public policy in a Millennial Era is becoming increasingly evident. The push for an increasing number of national standards and preferred behavior will cause libertarians to decry the evolving “nanny state” and argue strenuously against an increasingly intrusive government. But liberals, too, may be upset by approaches that eschew “top down” bureaucratic solutions and focus on using government to improve society without new administrative burden.

    In the future the public, led by Millennials, will be the one forging sustainable solutions. National consensus, coupled with localism and individual choice, will become the watchwords of the nation’s newest civic era.

    Morley Winograd and Michael D. Hais are fellows of the New Democrat Network and the New Policy Institute and co-authors of Millennial Makeover: MySpace, YouTube, and the Future of American Politics (Rutgers University Press: 2008), named one of the 10 favorite books by the New York Times in 2008.

    Photo by Vincent J. Brown

  • Twenty-first Century Electorate’s Heart is in the Suburbs

    Even as the nation conducts its critically important decennial census, a demographic picture of the rapidly changing population of the United States is emerging. It underlines how suburban living has become the dominant experience for all key groups in America’s 21st Century Electorate.

    While suburban living was once seen as the almost exclusive preserve of the white upper-middle class, a majority of all major American racial and ethnic groups now live in suburbia, according to the newest report on the state of metropolitan America from the Brookings Institute. Slightly more than half of African-Americans now live in large metropolitan suburbs, as do 59% of Hispanics, almost 62% of Asian-Americans, and 78% of whites. As a result the country is closer than ever to achieving a goal that many thought would never be achieved: city/suburban racial/ethnic integration. This is particularly so in the faster growing metropolitan areas of the South and West.

    The trend is likely to continue for the foreseeable future. A majority of Millennials live in the suburbs and 43% of them, a portion higher than for any other generation, describe suburbs as their “ideal place to live.”

    The nation’s one hundred largest metropolitan areas have grown twice as fast as the rest of the country in the last decade. That growth was heavily concentrated in lower density suburbs, which grew at three times the rate of cities or inner ring suburbs. At the same time, one third of the nation’s overall population growth was due to immigration. As a result about one-quarter of all children in the United States have at least one immigrant parent. In 2008, non whites became a majority of Americans less than eighteen years old, a demographic milestone that underlines just how fast and how dramatically the country is changing. Any political party that wants to build a lasting electoral majority must align its policy prescriptions with these new demographic realities to attract the votes of a younger, more ethnically diverse population, most of which now lives in the suburbs.

    Economic opportunity continues to be the major driver in determining where people want to live and work. Five of the six fastest growing metropolitan areas in the last decade were also among the top six in job growth according to data from the Census and the Bureau of Labor Statistics analyzed by the Praxis Strategy Group. The same five metropolitan areas – Phoenix, Riverside (CA), Dallas, Houston and Washington, D.C – also ranked high in the diversity of their population, differing only in the degree of educational attainment their residents have achieved.

    With America experiencing the first decade since the 1930s in which inflation adjusted median income declined and job creation slowed to levels not seen in decades, this movement to where the jobs are located is likely to intensify, as current migration to economically buoyant Texas cities and Washington, DC suggests. This crucial factor is often overlooked by urban planners who argue that cultural amenities and sport complexes are the key to attracting new residents. In fact, metropolitan areas that focus on job creation for Millennials (young Americans born 1982-2003) and minorities have the best chance of gaining population in the next decade.

    Clearly providing higher quality public education experiences is a key part of any such economic strategy. The arrival of stealth fighter parents at local school district meetings across the country only reflects the passion among young families about the quality of education their children receive. They are unwilling to allow Boomer ideological debates to delay the changes needed to properly prepare their children for a higher educational experience that increases the odds of economic success. The traditional separation between municipal partisan politics and nominally non-partisan schools is increasingly outdated when so much of a city’s economic success depends on the quality of the education its residents receive.

    Safe neighborhoods of single family dwellings with a surrounding patch of land continue to attract families of every background to the nation’s suburbs. Metropolitan areas that provide such an environment to all of their residents are the furthest along in achieving a more integrated society. Los Angeles, for instance, which is often decried by non-residents as simply an aggregation of suburbs with no central core, has a suburban population whose demographic profile almost exactly matches the city’s population. The fact that most of its housing reflects the tract developments of the 50s and 60s, as well as the city’s low crime rates – down to levels not seen in five decades – are two key reasons for this polyglot profile.

    Rather than fighting this desire on the part of America’s 21st Century Electorate to live comfortably in the suburbs, politicians of all stripes should find ways to embrace it and advocate policies that reflect our new economic realities. For instance, rather than insisting on higher density housing and light rail systems as the only answer to the nation’s appetite for foreign oil, the federal government should adopt tax incentives that encourage telecommuting and continue policies to foster more energy efficient automobiles. If all Americans worked from home, as many Millennials prefer to do, just two days a week, it would cut that portion of our nation’s gas consumption by more than a third. The FCC’s recently announced broadband policy will help put in place the infrastructure required to make such a lifestyle possible and even more productive.

    Three out of four commuting trips involve a single individual driving their car to work and this isn’t likely to change in the foreseeable future. But putting as much emphasis on making our nation’s highways “smart” as in creating a smart electrical grid would make it possible for the existing highway system to shorten commuting time and reduce the quantity of fuel used in such trips. Recent developments in mobile technology makes this a practical, near term solution if state and local governments are prepared to invest in upgrading an infrastructure that is already designed and deployed to connect people’s homes to their workplace.

    Aligning the message at the heart of a party’s programs with the values and behaviors of America’s 21st Century Electorate is the best road towards achieving political victory –for either party – or years to come.

    Morley Winograd and Michael D. Hais are fellows of the New Democrat Network and the New Policy Institute and co-authors of Millennial Makeover: MySpace, YouTube, and the Future of American Politics (Rutgers University Press: 2008), named one of the 10 favorite books by the New York Times in 2008.

    Photo by delbz

  • Leading a Los Angeles Renaissance

    Surprisingly, despite the real challenges Los Angeles faces today, the city is out in front of many of its urban competitors in transforming its capacity to provide a safe place to raise and properly educate children, exactly the criteria Millennials use in deciding where to settle down and start a family. It is the kind of challenge that cities around the country must meet if they wish to thrive in the coming decade.

    LA’s biggest win in this respect derives from the political courage of former Mayor James Hahn. It was Hahn who appointed Bill Bratton as police chief, who then deployed his COMPSTAT process for continuously reducing crime. During his tenure as the city’s Police Commissioner under both Mayor Hahn and his successor, Antonio Villaraigosa, Bratton achieved the same improvement in LA as he did previously in New York,– in a city with many of the same societal problems but about one-fourth the police resources and a much larger area to patrol. Even as unemployment soared in 2009 during the Great Recession to 12.3 percent in Los Angeles County, the city saw a 17 percent drop in homicides, an 8 percent reduction in property crime and a 10 percent drop in violent crime. This is a first great step in restoring Los Angeles, once the destination for families, back to its historic promise. Today, Angelinos feel safer than they have in decades.

    COMPSTAT is above all a vehicle for changing bureaucratic cultures. In his initial dialogue with the brass of the New York Police Department (NYPD) Bratton told his management team that he planned on holding them accountable for the crime reductions he had promised Mayor Rudy Giuliani.

    Citing the FBI’s national crime reports, they responded by telling Bratton that since crime “is largely a societal problem which is beyond the control of the police,” it was completely unfair to hold them accountable for reducing it. Since the police department was not responsible for the city’s economic vitality, its housing stock, its school system, and certainly not its racial and ethnic tensions, all of which were the root causes of crime, the managers felt it was unreasonable to expect them to actually reduce crime.

    When Bratton asked them what they could be held accountable for, the leadership replied that they were prepared to accept responsibility for the “perception of crime in New York City” and that their existing tactics of high profile drug busts, neighborhood sweeps, and the like were effective ways to manage that perception. Bratton adamantly refused to accept this definition of accountability from his team and went about creating a system that placed accountability for crime reduction on the NYPD’s leadership, something that also worked its way down through the ranks of every precinct in the city and into the fabric of the department’s culture.

    This fully captures the type of cultural change that every part of any city’s bureaucracy must undergo to become a Millennial city.

    During Mayor Hahn’s tenure in Los Angeles, for example, he expanded the COMPSTAT process to all departments in order to hold General Managers accountable for their performance under a program called “CITISTATS.” Some departments, such as Street Services, Sanitation, and Street Lighting, are still using the lessons learned in that experience to continuously improve the cost and quality of their services.

    But Los Angeles’s recovery has often been blocked by the City Council which has proven reluctant to cede its traditional right to intervene in department operations and to direct resources to specific projects or programs in their Councilmanic districts regardless of the overall city’s needs. When Villaraigosa ascended to the Mayor’s office he removed the potential irritant to his relationship with the Council by disbanding CITISTATS. That decision has deprived Los Angeles of key insights that could have been used to help deal with its current budget challenges.

    It also removed one of the more promising vehicles for Neighborhood Councils to hold city bureaucrats accountable for the services they deliver. The Councils, although far from perfect, remain one of the city’s best hopes for fulfilling Millennials’ desire for direct, locally-oriented involvement.

    In contrast, Mayor Villaraigosa’s determination to hold the Los Angeles Unified School District (LAUSD) accountable for the performance of its students has begun to pay dividends. Recently the board voted 6-1 to adopt a policy mandating competitive bids eventually be issued for the management of all 250 “demonstrably failing schools” as defined by federal education law. The parent revolution that spurred this new approach would not have been successful without the support of LAUSD board members that the Mayor had helped to elect.

    Including parents armed with new information on student performance in the process of reforming LAUSD’s schools promises to produce schools that deliver superior results at lower costs and to create a new, decentralized, parent-controlled, educational decision-making system that will be especially attractive to Millennials and their parents.

    Now that the Great Recession has brought single family housing back to affordable levels in many parts of Los Angeles, the building blocks of safer streets and better schools give the metropolitan area an opportunity to establish an environment that can attract large numbers of Millennials just as they enter young adulthood. To take advantage of this opportunity, however, all members of the city’s leadership will need to learn one more Millennial lesson.

    Unlike the Baby Boomers running the Los Angeles City Hall today, Millennials aren’t interested in confrontation and debilitating debates focused on making sure one side wins and the other loses. They want what business people term “win-win” solutions that take into account everyone’s needs and produce outcomes that benefit the group or community as a whole. Los Angeles, a city built on the expectations of the last civic GI Generation that came to LA in the 1940s, must realign itself to the tastes of the emerging next civic generation, the Millennials.

    Finding such solutions, given the many challenges LA faces, will not be easy. LA continues to be run by Boomer politicians, like those in Congress, who know how to play up divisive issues, but haven’t demonstrated an ability to get results.

    But if today’s leaders in cities like Los Angeles aren’t up to the task, it won’t be long before a new generation of leaders who have grown up believing in such an approach will emerge to take their place. As Ryan Munoz, a politically active high school senior put it, “With all the technology at our disposal, our approach is different. We can be less partisan, less confrontational and work better together.”

    Rachel Lester, who at 15 years old just won election as the youngest member of any Los Angeles Neighborhood Council by campaigning with her Facebook friends, captured the potential power of the generation. “When a few teenagers do something, a lot of teenagers do something.” When cities develop leaders as great as America’s newest civic generation, the Millennials, those cities will once again take their rightful place in the pantheon of America’s most desired places to live. Los Angeles would be an ideal place to start that movement.

    Morley Winograd and Michael D. Hais are fellows of the New Democrat Network and the New Policy Institute and co-authors of Millennial Makeover: MySpace, YouTube, and the Future of American Politics (Rutgers University Press: 2008), named one of the 10 favorite books by the New York Times in 2008. Morley Winograd served as a consultant to Mayor Hahn on the implementation of the CITISTAT process.

    Photo by Lucas Janin

  • The Millennial Metropolis

    Back in the 1950s and 60s when Baby Boomers were young, places like Los Angeles led the nation’s explosive growth in suburban living that has defined the American Dream ever since. As Kevin Roderick observed, the San Fernando Valley became, by extension, “America’s suburb” – a model which would be repeated in virtually every community across the country.

    These suburbs – perfectly suited to the sun-washed car culture of Southern California – have remained the ideal for most Americans. And they remain so for the children of Boomer and Generation X parents, Millennials,(born 1982-2003), who express the same strong interest in raising their families in suburban settings.

    According to the most recent generational survey research, done for Washington-based think tank, NDN, by Frank N. Magid Associates, 43 percent of Millennials describe suburbs as their “ideal place to live,” compared to just 31 percent of older generations. In the same survey, a majority of older generations (56%) expressed a preference for either small town or rural living. This may reflect the roots of many older Americans, who are more likely to have grown up outside of a major metropolis, or it may indicate a desire of older people for a presumably simpler lifestyle.

    By contrast, these locations were cited by only 34 percent of Millennials as their
    preferred place to live. A majority (54%) of Millennials live in suburban America and most of those who do express a preference for raising their own families in similar settings. Even though big cities are often thought of as the place where young people prefer to live and work, only 17 percent of Millennials say they want to live in one, less than a third of those expressing a preference for suburban living. Nor are they particularly anxious to spend their lives as renters in dense, urban locations. A full 64 percent of Millennials surveyed, said it was “very important” to have an opportunity to own their own home. Twenty percent of adult Millennials named owning a home as one of their most important priorities in life, right behind being a good parent and having a successful marriage.

    This suggests that some of the greatest opportunities in housing will be in those metropolitan areas that can provide the same amenities of suburban life that Los Angeles did sixty years ago. In this Millennials are just like their parents who moved to the suburbs in order to buy their own home, with a front and back yard, however small, in a safe neighborhood with good schools.

    Given the fact that nearly four in five Millennials express a desire to have children, cities that wish to attract Millennials for the long-term will have to offer these same benefits. These Millennial metropolises also will need to be built with the active participation of their citizens, using the most modern communication technologies, to create a community that reflects this generation’s community-oriented values and beliefs. Metropolises that wish to attract Millennials, will also need to include them in their governing institutions. Such cities will have a leg up on those run by closed, good old boy networks that don’t reflect the tolerance and transparency Millennials believe in.

    The passion of Millennials for social networking and smart phones reflects their need to stay in touch with their wide circle of friends every moment of the day and night. In fact, 83 percent of this generation say that they go to sleep with their cell phone. This group-oriented behavior is reflected in the efforts of Millennials to find win-win solutions to any problem and their strong desire to strengthen civic institutions. Seventy percent of college age Millennials have performed some sort of community service and virtually every member of the generation (94%) considers volunteer service as an effective way to deal with challenges in their local community.

    The other key characteristic of the Millenial metropolis will be how it carves out a safe place for children. The Boomer parents of Millennials took intense interest in every aspect of their children’s lives, earning them the sobriquet “helicopter parents” because of their constant hovering. Now the Generation X “stealth fighter parents” of younger Millennials are turning the Boomer desire to hover and talk into a push for action and better bottom line results.

    This can already be seen in cities like Los Angeles where a parent revolution is successfully challenging the entrenched interests in the Los Angeles Unified School District (LAUSD).

    The idea began with a website, www.parentrevolution.org, that offered a bargain to parents willing to participate in a grass roots effort to improve individual schools. The organizers, led by Ben Austin, a long time advocate on behalf of Los Angeles’s kids, promised that if half of the parents in a school attendance district signed an online petition indicating their willingness to participate in improving their local school, they would “give you a great school for your child to attend.”

    This process has worked both in working class areas like East Los Angeles’ Garfield High School and the Mark Twain Middle School in affluent West LA. With the backing of the parents, Austin went to the Los Angeles school district and demanded that they either put the management of the school “out to bid,” or his organization would be forced to respond to the parent’s demands by starting a charter school in competition with the LAUSD school. Since each child has seven thousand dollars of potential state funding in their back pack, a newly enlightened LAUSD agreed to these demands. When 3000 parents showed up to demonstrate their support of the concept, the school district voted 6-1 to adopt a policy mandating competitive bids eventually be issued for the management of all 250 “demonstrably failing schools” as defined by federal education law.

    The key to building the Millenial metropolis will be to accommodate such changes. Places like Dallas, Houston, Austin, or Raleigh-Durham that have survived the Great Recession reasonably well now are focusing on producing open, accessible communities with good schools and safe streets. These communities appear best positioned to take advantage of the next bloom of urban growth. Of course the ability to provide America’s next great generation with good jobs and a growing economy will also be required if any metropolis wants to attract Millennials. But with the right leadership and a sustained effort to focus on the basics of family living, almost any city has the opportunity to become a leader in the rebirth of America’s Millennial Era metropolises.

    Morley Winograd and Michael D. Hais are fellows of the New Democrat Network and the New Policy Institute and co-authors of Millennial Makeover: MySpace, YouTube, and the Future of American Politics (Rutgers University Press: 2008), named one of the 10 favorite books by the New York Times in 2008.

    Photo: Papalars

  • Why Millennials are Economic Liberals and What to Do About It

    The Obama administration celebrated the anniversary of the passage of the American Recovery and Reinvestment Act, or economic stimulus, by pointing out the gradual recovery of the United States economy has resulted in “saving or creating two million jobs.” But young Americans continue to bear the brunt of what is still America’s worst recession since the Great Depression.

    From December 2008 to December 2009, the employment of 16-24 year olds in the U.S. fell by 1.78 million, or a third of the total estimated drop in employment of 5.4 million. Only 41% of Millennials are working full time, a drop of 9 percentage points in the last few years, even as the proportion of older workers employed full time remained fairly stable.

    The experience with hard times of Millennials, born 1982-2003, is one of the main reasons why they strongly support the classic liberal solution of effective government intervention in the economy. Recent Pew research, for example, indicates, that far more than older generations, a large majority of Millennials (71%) agrees that the government should guarantee that every citizen has enough to eat and a place to sleep. Millennials are also the only generation in which a majority (54%) disagrees with the contention that if something is run by the government it is usually inefficient and wasteful and a plurality (49%) rejects the belief that the federal government controls too much of our daily lives.

    A recent study by UCLA professor Paola Giuliano, and her colleague Antonio Spilimbergo, clearly documents the impact of recessions on people who are between 18 and 25, “during which most beliefs on how society and the economy work are formed.” Their research found that individuals who experienced recessions much milder than our current Great Recession during these formative years believe that “luck rather than effort is the most important driver of individual success, support more government redistribution, and have less confidence in institutions.” Other research shows that people who think luck is the primary driver of success are more willing to increase taxes to pay for a more activist government. Giuliano and Spilimbergo’s findings support the observation that lies at the heart of William Strauss and Neil Howe’s generational cycle theory, namely that the “values, attitudes and world-views” acquired during this period of early socialization “become fixed within individuals and are resistant to change.”

    The research of Giuliano and Spilimbergo also suggests that the Millennial Generation’s economic liberalism comes with a healthy dose of skepticism about the ability of institutions to help them meet their profound economic challenge. To fully restore Millennial confidence, government will need to take effective action to deal with the economy and reaffirm America’s tradition of economic mobility and rising middle class incomes. Beyond whatever short-term benefits President Obama’s stimulus program has provided, longer term more structural changes in the economy will need be made — starting with education.

    Higher education remains an important antidote to low wage employment in such economic circumstances, but only if students complete their chosen field of study. Yale economist Lisa Kahn has found that “the labor market consequences of graduating from college in a bad economy are large, negative and persistent,” resulting in lower wages, in less prestigious jobs for extensive periods of time. Her research suggests that even college graduates fortunate enough to get a job still suffer a 6 to 7 percent initial loss in income for every one percent drop in employment. Even though the differential diminishes over time, her research found such unlucky graduates still experiencing a statistically significant 2.5% loss of wages fifteen years later.

    Even so, those who get a four year college degree earn on average 35% more than those who leave college without getting a degree. Getting one or two years of post-secondary education and receiving an associate’s degree from a community college or a certificate from a career college also boosts wages above what they would have been without such a degree. One Florida study found that holders of certificates in particular occupations such as health care or IT earned 27% more than those who attended, but failed to complete, college. Associate degree holders earned 8% more than those who had no post-secondary education.

    One major reason students aren’t able to get a degree or certificate is that three-fourths of associate degree or certificate seekers end up working to help cover their education and living costs. Meanwhile federal support for higher education has failed to keep up with rising costs so that more and more students find themselves financing their education with student loans of one type or another. In Indiana, for instance, 62 percent of those who do manage to graduate carry student loan debt averaging $23,264 per student. The loan burden in that state is even higher for graduates of for-profit, private colleges who leave school with an average debt burden of $32,650.

    Increasing Pell Grant funding and the value of college tuition tax deductions are two steps government could take to address this problem. Reforming the student loan program to eliminate subsidies to banks as President Obama has advocated, and including student loans under any consumer protection agency that might be created as part of financial regulatory reform would also help address this problem that would fit with Millennial’s liberal perspectives.

    The other major reason students fail to complete their post-secondary education is the inadequate preparation for college, especially in math and science, they receive in high school. This is something that parents of Millennials will tolerate no longer. As Neil Howe points out, “when these Gen-X “security moms” and “committed dads” are fully roused, they can be even more attached, protective and interventionist than Boomer [parents] ever were. . .They will juggle schedules to monitor their kids’ activities in person. . . [and] will quickly switch their kids into – or take them out of – any situation according to their assessment of their youngsters’ interests.”

    These “stealth-fighter parents” have already begun to move one of the largest and most consistently poorly performing school districts in the country, Los Angeles Unified, forcing the district to grant them more say in school curriculum and governance. Their success led California’s usually dysfunctional legislature to pass a “parent trigger” law empowering a majority of parents in a demonstrably failing school attendance area to fire the principal and half the teachers as part of a turnaround initiative. Congress should incorporate this very interventionist idea into its reauthorization of the framework federal education law when it comes up for renewal this year. It should also expand funding for the Obama administration’s innovative Race to the Top initiative, which rewards schools that improve student learning performance rather than simply subsidizing mediocrity.

    All of these ideas will be resisted by those who believe that individual success is solely based upon effort and initiative and don’t believe in the efficacy of government efforts to revive the economy. Others with a stake in the status quo will argue against some of these ideas. But Millennials, whose lifetime of liberal economic beliefs have been forged by their experience with the Great Recession, will resist entreaties from those who offer only laissez faire economic policies or who try to delay dealing with these problems. They want government to act quickly and effectively, before they and their siblings are doomed to never enjoy the American Dream.

    Morley Winograd and Michael D. Hais are fellows of the New Democrat Network and the New Policy Institute and co-authors of Millennial Makeover: MySpace, YouTube, and the Future of American Politics (Rutgers University Press: 2008), named one of the 10 favorite books by the New York Times in 2008.

  • Blame Their Parents, Not Us

    We appreciate Pete Peterson’s attention to our work, but in responding to his complaint that we are denigrating Generation X and underrating its civic participation, we should begin at the beginning, define our terms, and give credit where credit is due. In writing our book, Millennial Makeover: MySpace, YouTube, and the Future of American Politics, we borrowed heavily from the thinking of and acknowledged our intellectual debt to Neil Howe and the late William Strauss, the founders of generational theory. In their seminal books, Generations (1992) and The Fourth Turning (1997), Strauss and Howe described the four generational archetypes – Idealist, Reactive, Civic, and Adaptive – that have cycled throughout Anglo-American history. Stemming from the way each generation was reared by its parents, each generational type develops a characteristic set of attitudes and behaviors that is broadly similar regardless of where in American history it appears.

    It is the attitudes and behaviors of these archetypes, not our biases or disdain for Generation X, that underpin our comments. Those same archetypical attitudes and behaviors also shape the statistics that Peterson cites both selectively and somewhat out of context in his New Geography posting.

    One of Peterson’s contentions is that members of Generation X currently participate in voluntary or non-profit activities to at least the same extent as Millennials do. He cites a survey conducted by the National Conference on Citizenship (NCOC) to prove his point. It is clear, however, that the NCOC itself places great hope in the Millennial Generation, entitling a section in its reports, “The Emerging Generation: Opportunities with the Millennials” and stating that “In the 2009 Civic Health Index, Millennials emerge as the ‘top’ group for volunteers.”

    While the NCOC statistics do indicate that Millennials lead the way in civic engagement, to be fair the overall differences between the X and Millennial Generations are not large. What most distinguishes Millennials from other generations is the type of community activities in which they are involved. Not surprisingly, given the lower incomes normally associated with entry level jobs and the fact that the Great Recession has hit them to a far greater extent than other generations, Millennials are more likely than older generations to volunteer rather than make financial donations. While a plurality of those in all generations say they both volunteer and donate financially, Millennials are substantially more likely to engage solely as volunteers. Among those who only volunteer, Millennials do so at 3.25 times the rate of Baby Boomers, 2.6 times that of seniors, and 1.3 times more than members of Generation X. In effect, at least in the current economy, Millennials have more time than money.

    As Peterson points out, when respondents were asked whether they had increased their civic participation in the past year, Gen-Xers led the way with 39% answering “yes” surpassing Millennials (29%), Boomers (26%), and seniors (25%). He dismisses the possibility that this might reflect improvements in previously low engagement levels among Gen-Xers, but actually it does. According to the U.S. Department of Education in 1984, when all of them were Gen-Xers, only a quarter (27%) of high school students participated in community service. Twenty years later, when all high school students were Millennials about three times as many (80%) did so. It could be argued that this increase occurred simply because by 2004 students were required to be active in their communities while they weren’t previously. But, for whatever reason, Millennials better seemed to internalize the lessons about community service to which they were exposed in high school. In 1989, 13% of those participating in the National Service organizations like the Peace Corps and Teachers Corps were from Generation X, about the percentage contribution of the generation to the U.S. population at that time. In 2006, 26% of National Service participants were Millennials, twice their percentage in the population.

    Peterson also maintains the voting turnout of Generation X equals that of Millennials when the two generations were of similar age. To demonstrate this he compares youth turnout in the 1992 and 2008 presidential elections. According to CIRCLE, a non-partisan organization that studies and attempts to increase the political participation of young people, 18-29 years did indeed vote at similar rates in 1992 when those of that age were Gen-Xers (50%) and in 2008 when that age group consisted primarily of Millennials (52% overall and 59% in the competitive battleground states in which the Obama and McCain campaigns concentrated their efforts).

    What Peterson did not do is to report on what occurred in all of the elections between 1992 and 2008. This provides more nuanced data that is generally more favorable to Millennials. For example, in 1996, when again all young voters were members of Generation X, youth electoral participation fell to 37%, the lowest of any year for which CIRCLE reports data. Youth voting began to steadily increase starting in 2000 as the first Millennials attained voting age until, in 2008, it reached the highest level since 1972.

    But, Peterson’s biggest unhappiness with those of us who “gush” about the Millennials really seems to be his belief that we extol them for partisan reasons. It is true that Millennials lean heavily to the Democratic Party. They supported Barack Obama against John McCain by a greater than 2:1 margin (66% vs. 32%) and, according to Pew, last October identified as Democrats over Republicans by 52% vs. 34%. They are also the first generation in at least four to contain more self-perceived liberals than conservatives.

    We certainly don’t hide the fact that we are life-long Democrats, something we clearly pointed out in the introduction to our book even as we made every effort to be evenhanded in our examination of American politics. That evenhanded examination suggests that as a civic generation, at this point in American history, it is hard to imagine most Millennials being anything other than Democrats. Civic generations, like the Millennials, favor societal and governmental solutions to the problems facing America. At least since the New Deal, the Democratic Party has had more affinity for such approaches than the GOP. It is for this reason that the GI Generation (Tom Brokaw’s Greatest Generation) became lifelong Democrats in the 1930s and why we believe most Millennials now see themselves as Democrats and vote that way. For Peterson to wish that were different won’t make it so.

    But, in the end, all generational archetypes play key roles in the mosaic of American life. In truth, no generation is somehow “better” or “worse” than another. When the civic GI Generation served America so nobly and effectively in World War II, members of the idealist Missionary Generation like Franklin D. Roosevelt inspired it and it was commanded in battle by great generals from the reactive Lost Generation such as Dwight Eisenhower and George Patton. America now faces a new set of grave issues. It will take the concerted efforts of all generations to confront and resolve them.

    Morley Winograd and Michael D. Hais are fellows of the New Democrat Network and the New Policy Institute and co-authors of Millennial Makeover: MySpace, YouTube, and the Future of American Politics (Rutgers University Press: 2008), named one of the 10 favorite books by the New York Times in 2008.

  • Millennials Need to Stand Up and Be Counted

    As the campaign to ensure a complete and accurate count of every American in this year’s census gets off the ground, a new survey of American attitudes toward participating in the census shows that young Americans, members of the Millennial Generation, born 1982-2003, may prove least likely to stand up and be counted. The Pew Research Center for the People and the Press found that roughly one-third of 18-29 year olds hadn’t heard of the census, and even after having the process described to them, 17 percent were still unaware of just what the census involved. This lack of knowledge translated directly into this key demographic segment’s unwillingness to participate, with only 36 percent of 18-29 year olds indicating that they “definitely” would respond to the form when it arrives, compared to large majorities in all other age segments who said they would do so.

    The Census Bureau has a plan to address this lack of knowledge, but it’s not clear yet if its approach will successfully reach, let alone motivate, this generation. This month the Bureau launched the first ad about the census as part of an overall $340 million public awareness campaign, $133 million of which will be spent on television advertising.

    The new ad features one of Hollywood’s best-known environmentalists, Ed Begley, Jr. in another of his satirical roles portraying a clueless corporate executive. In the Census Bureau ads he plays a Hollywood director pitching the idea of taking a literal snapshot of everyone in American all at once, even as others in the spot point out that the Census Bureau already has a plan to “get the shot.” All the actors in this humorous spot are white Baby Boomers, two generations older than Millennials and not exactly the demographic most needing to be educated about the census. Maybe even more serious, broadcast television is not the Millennials’ favorite way to absorb information.

    More promising is the allocation of much of the rest of the awareness campaign’s budget for social networking and appearances at major crowd events like the Super Bowl and Daytona 500. In addition, information on the need to respond to the census will be translated into 27 different languages, which will help with the very multi-ethnic Millennial generation as well as Latinos and Asian of all ages. Still, the campaign needs to go beyond awareness if it wants to convince Millennials to participate.

    Those who know what the census is used for, and that participation is required by law, are much more likely to say they will definitely participate. But the survey found that only 15 percent of Millennials knew that the law requires their participation. Only about half knew that the final count will be used to allocate government money to their community and determine its level of representation in Congress. They also represented the smallest group to know that the census will not be used to locate illegal immigrants. Millennials are more than willing to participate in civic activities and follow social rules, but right now they are dangerously uninformed about why they need to be a part of the nation’s most important decennial civic undertaking.

    Millennials continually share information with each other to reach a group consensus on what they should do next. Someone other than those with strictly Boomer sensibilities needs to engage the generation in a conversation about the census. If that happens, America will have gone a long way toward ensuring a complete and accurate snapshot of its increasingly diverse, and youthful, population.

    Morley Winograd and Michael D. Hais are fellows of the New Democrat Network and the New Policy Institute and co-authors of Millennial Makeover: MySpace, YouTube, and the Future of American Politics (Rutgers University Press: 2008), named one of the 10 favorite books by the New York Times in 2008.

    Photo: Travelin’ Librarian