Peek into the Minds of Generation Y
Feb 8, 2008 
CU Newswire | By Donna-Lane Nelson
Common Wealth CU (CWCU) wanted to hire a Generation Y spokesperson, to help make the members of tomorrow, the members of today. They did it by communicating through the channels that age group uses: an on-line video election, probably one of the more unusual job searches ever. CU Newswire interviewed the person they found, 19-year old Larissa Walkiw, who was elected shortly after her first month on the job. Her Youtube.com videos, which get regular hits and the program, has given CWCU regional, national and international publicity. Check out the website.
Q: How did you hear about Young & Free?
LW: I first came across the whole Young & Free initiative through a Facebook ad. Needless to say, it is definitely the most rewarding internet ad I have ever clicked on.
Q: What made you decide to try for it?
LW: The Spokesperson Search appealed to me on so many different levels. It was fresh. It was unprecedented. I couldn't dream up a better job description if I tried. I felt I really understood what Young & Free was about, and I knew that nothing would keep me from entering the competition.
Never before had I seen a business actively reaching out to youth, and recognizing their potential. The position requires inventiveness, accessibility, and enthusiasm (which I am all for!), allows me to work with the people I can best relate to (young adults), and even incorporates my passion for filmmaking. It's the best gig in the world.
Q: How did you decide what to put in your video?
LW: I wanted my 60-second application video to reflect my personality not only in content, but also in style. It is extremely difficult to tell the world who you are in under a minute, so I made sure to focus on visual communication (color, camera angles, quirky editing) as much as I did verbal communication. I wanted viewers (and voters!) to know what to expect from my videos in terms of character and quality.
Q: I know there is a lot media hype about Gen Y, but how would you describe them at least in Canada? How does that differ from what the media says?
LW: Recently, I have noticed that the media has been having quite a lot of fun pasting the "Entitlement" label onto my generation. According to some employers, sociologists, and reporters, my generation is disillusioned, expects instant gratification, and shirks away from any kind of real labour.
Personally, I don't think this speculation could be more wrong. I have had the pleasure to meet, work, and study with so many driven, enthusiastic and hard-working young people over the past few years. They set impressive goals, and give everything they have to offer in order to achieve them. Whether or not this is the case continentally or globally, I cannot say but as far as Albertan youth goes, I find my generation inspiring (one needs only to browse the Young & Free Spokesperson Search Archives to see what I mean!)
Q: What do you think your generation needs to know about finances?
LW: I think my generation needs to know anything and everything it can about finances. I am surprised that more financial institutions do not provide accessible information about basic financial concepts. Deciding what to do with your money can be a very intimidating process, and so I believe that money management is something that others my age would be very eager to learn about, if given the opportunity to. My generation needs to know that they can be comfortable with their financial decisions.
Q: What do you think is the best way to reach them?
LW: Right now I'm definitely a supporter of new media, simply because I find it to be the most interactive method of communication. Print and television media may be just as creative and accessible, but they do not enable dialogue. Websites, blogs, podcasts, Youtube videos and social networking sites create an important interchange that old media cannot imitate. Because Young & Free is all about getting involved and staying connected, it makes sense to use channels of communication that are new and two-way.
Q: Do you have any specific goals for the coming year?
LW: I have not been able to set a "Spokester end goal" for myself because I know that the Young & Free campaign is designed to evolve. I don't know what the initiative will look like two weeks from now, let alone two months down the road! My position is a balance of blogging, Youtubing, and attending local events a balance that will be influenced by feedback and input from Albertan youth. Consequently, I set mini-goals to up my motivation tangible things, like receiving so many comments on a certain blog post, using a certain technique in my video, or getting x number of fans on the Young & Free Alberta Facebook Page.
Q: If you could create an ideal financial package of services for your generation what would it have in it and the best way to communicate it to them?
LW: I think a financial package tailored for post-secondary students would be ideal (mind you, the Young & Free account has already taken a huge step in that direction!). After high school, there is a very sudden financial transition that teens have to make. You turn 18 and suddenly you are dropped into the world of student loans and rent, car payments and credit establishment... It's a struggle. It would be excellent if a financial package could make sense of all those important decisions. The Young & Free account reduces the pressure by providing free services so that young adults can save the cash they would otherwise be throwing away on transaction fees, and put it towards what they need most.
Q: What part of your new job do you think you will like the most?
LW: It is a ten-way tie! I am truly passionate about so many aspects of my position writing, filmmaking, traveling. But I must admit I do experience a rush whenever I receive feedback from site visitors. Whenever someone posts a response to something I have written, or sends me an e-mail with a topic suggestion, I feel as though I'm making a connection. Developing that relationship with youth from all over the province is what I'm looking most forward to.
Q: Do you think this job will change your attitude on how you handle your own money?
LW: My role as spokesperson will undoubtedly change my attitude on how I handle my own money.
Q: If so, what will those changes be (I'm not looking for account info, honestly)?
LW: The biggest change for me will be having the knowledge and confidence to make sound financial decisions. I do not have a strong background in economics or financial affairs. At first, I thought this would be a setback, but now I see it as an asset. I am in the same position as my demographic (i.e. I believe money can be confusing), and so I know I'm covering all the bases when even I can understand what I'm explaining! I'm in the same boat as my audience, which is wonderful because it means I get to learn as I go.
Q: How do you think this year will affect your future professional life?
LW: I think that this whole experience will allow me to develop a skill-set that will be valuable in my future professional career. At the end of this year, I'm heading to university to get my BFA in Film Production.
When I grow up, I would like to be a director of photography / cinematographer. Truth be told, I would rather be behind the camera than in front of it.
My duties encourage me to generate and articulate a wealth of different ideas (which is a great ability to have handy!). Because my position does not have set hours like a regular job, it also demands self-discipline and a strong work ethic. In attending events and speaking with other Young & Free-ers, I am learning more about how to connect with others. Producing weekly videos and illustrating all my blog posts keeps my visual arts skills sharp. All these aspects can easily be applied to my future studies and career.
