Interview: Stephanie Coontz on Contemporary Families

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I've written extensively on marriage and the Millennial generation (updated research post). However, I've left out the issue of family from this socioeconomic analysis. I recently interviewed Stephanie Coontz, who is the Director of Research and Public Education for the Council on Contemporary Families. A brief bio:

Stephanie Coontz teaches history and family studies at The Evergreen State College in Olympia, WA, and is Director of Research and Public Education for the Council on Contemporary Families. She wrote the book The Way We Never Were: American Families and the Nostalgia Trap. Her work has been translated into French, Spanish, Greek, German, Chinese, Norwegian, Swedish, and Japanese.

Her work is not only helpful to us in order to understand family history, but also how families are evolving.

1. How have American families changed in the past century?

People tend to think that change has been linear, but that is not at all the case. 100 years ago, there was a sexual revolution going on every bit as shocking to contemporaries as anything in the past 20 years has been to modern Americans. There were also more immigrant families in America than today, and the divorce rate was rising precipitously, whereas today it has been falling for the past 30 years. And many more children spent some of their childhood in a single parent family, though that was more often a result of death than divorce. Eighty-two years ago, the US fell into the Great Depression. Divorce rates fell, but domestic violence, desertion, and abuse increased. Then came WWII, which led to a marriage and baby boom followed by a surge of divorce after the war. By 1946, 1 in 3 marriages was ending in divorce. The fact that so many marriages broke up so quickly is one of the reasons that divorce rates stayed fairly steady during the 1950s -- a lot of the shaky marriages had already ended in divorce. Most of us think of the 1950s as the era of the traditional family, but in fact the family arrangements of that day were very unusual. There were more male breadwinner families than than ever before or since. And the age of marriage reached an all-time low in 1960, with nearly half of all women married by age 20.

Still, taking all these variations into account, there have been some clear trends. The age of marriage has been rising steadily since the late 1960s and has now surpassed its previous historical high (which occurred in 1890). Premarital sex, cohabitation, and even having children out of wedlock are far more acceptable than in the past. And there have been interesting trade-offs: Men are doing much more childcare and housework in the past -- when they are present. But there are also more absent fathers then in the past. Successful marriages are fairer, more intimate, and more beneficial to all their members than in the past, but the same things that have made them so have also increased the alternatives to marriage and made an unsatisfying marriage seem less bearable to most people. And of course the increase in acceptance of same-sex couples has been stunningly rapid just in the past 20 years.

2. How would you address the claim made by some media that there's been a decline in family values?

If you look at the Pew Research Center polls on family life you will find that although Americans no longer believe that marriage is essential to a successful life, this does not mean they are giving up on marriage and other committed relationships. Most people say their family relationships are closer than those of their parents or grandparents. And millennials are more likely than older Americans to believe that adult children have the obligation to take in an aging parent if the parent needs assistance. Yes, there is more premarital sex than in the past, but sexual victimization rates have declined substantially in the past 20 years. So have domestic violence rates. Intergenerational relations are also closer. Even before the recession, we were seeing an increase in multigenerational households, partly because of economics, but partly because there has been a decline in generational mistrust, as a result of more democratic childrearing and more socializing between unmarried 20-somethings and their parents.

But of course, every time we solve one problem, we do create new challenges. The more freedom people gain to cultivate their own talents and pursue their own passions, the more possibility they have of going down dead-end streets or getting lost on an unmarked trail. The key is for us to try to figure out how to build on our new possibilities while minimizing our new vulnerabilities. One reason I volunteer my time at the Council on Contemporary Families is because this is an organization that does not waste time bemoaning what we have supposedly lost. Instead, CCF researchers and practitioners accept that family diversity is here to stay and try to get out the research and best-practice findings that will allow every family to build on its potential strengths and compensate for its weaknesses.

3. What major concerns do you see - if any - for the future of families in the United States, and how can we address these (if needed)?

One big concern is the widening gap between low-income, poorly educated Americans and highly-educated, more economically secure Americans in their access to stable, satisfying relationships. Research suggests that the answer lies not in promoting marriage per se but in working on two fronts at once: improving the economic prospects of men and women without a college degree and providing relationship support and training for couples, especially couples with children, whether married, cohabiting or apart. See this, for example.

For Americans who do have good jobs, there is quite a different concern. Increasingly, well-paid and challenging jobs require such intense work hours that it is very difficult for men and women to combine their family responsibilities with their professional ones. At all income levels, Americans need stricter limits on the work week, more generous and subsidized leaves such as those found in Europe and the Nordic countries, and affordable, reliable child care. Given the shortage of jobs, this would be a good time to consider the 35-hour work week, and of course we need to reform health care so that families have more flexibility to work part-time or some protections when they are laid off.

Generation Y Fails In Privacy; 3 Reasons Why

Critics of Generation Y level statements that tend to be true about young people in general; for instance, young people tend to be entitled, and Echo Boomers certainly are. One criticism of Generation Y that I would offer, though seldom mentioned by critics, is disrespecting privacy. An article on IT rules briefly mentions this from a study:

Even worse, one out of three college students revealed that they do not think about privacy nor do they mind sharing personal data online. These respondents also said that they believe that privacy boundaries are loosening.

Yet, one in four experience identity theft before the age of 30, while at least two out of five college students know of friends or family members who have experienced identity theft.

"To us, there is a disconnect here that people are sharing so much but they're seeing grave consequences," Olechowski said.

Based on observations (my own and others), I would adduce that some Echo Boomers either take their privacy for granted, or fail to understand the importance of privacy. This social trend is new as privacy has historically been a right that Americans value. On top of that, philosophers throughout history (Solomon, Plato, Nietzsche, Tzu) advise reticence.

Humorous Story

A while ago I watched Into the Wild with friends and their takeaway of the movie was to share experiences with others. Obviously there is some truth to this, but this can also be taken too far. Echo Boomers love this movie because it justifies their social media attention craze - "I'm sharing my experiences with others!" In most cases, they really value attention. Think about activities that Echo Boomers don't share and it's often because it doesn't get attention or it gets the wrong kind of attention.

For people who've traveled to other cultures, they see this contrast. In the US, you show off as much as you have - and Echo Boomers take this very far. However, this could get you killed in other countries. If you have resources, you live as if you don't have resources. You also don't overshare details because this could also endanger you (or be misinterpreted). The reason why I bring this up is that Echo Boomers will often state, "Everyone wants attention." This is completely false! There are many people who want to stay far away from attention.

Why Echo Boomers Don't Value Privacy

So why do Echo Boomers share so much personal information and fail to respect their own and others' privacy? 3 possible reasons:

1. Information is being used as a way to obtain mass attention (ie: "attention-whoring"), not necessarily to inform people of something valuable (ie: "Facebook IPO set at $[x] billion").
2. Assuming the previous reason, this would mean that private information would receive more attention than common information. For instance, seeing something unusual at the mall is less amazing than engaging in borderline illegal behavior. The latter, in the past, might remain unmentioned, but in a world where everyone is shouting at the top of their lungs for attention, the latter stands out. In a battle for attention, you got to stand out!
3. Assuming the previous two reasons, value is perceived as a concept determined solely by others. For instance, if most of your friends think your experience was awesome, it's awesome, even if you didn't necessarily think your experience was awesome. In other words, you don't determine value; others determine value for you (based on popularity). Technology changes the dimension of social relationships, and privacy (like empathy) is one of those factors. I realize this is an extremely philosophical point but if you stop and think about this point, it has powerful indications about Echo Boomers (and value in general).

I'm not writing that any of these are true in objective reality. These are how Echo Boomers see privacy - they don't value it. Privacy to an Echo Boomer is a lack of attention. They want attention! They're concept of value is centered around what other people value. This is why attention whoring is so popular among Echo Boomers.

What Will This Mean For Businesses?

What this means going forward is that Echo Boomers are going to think that others' business is their business. This won't only affect laws, it will affect businesses. Echo Boomers won't think that your business should be private, especially if they think their peers should know. They will make moral judgements on the basis of what their peers think. This also will affect Echo Boomers themselves because their peers' view of what they do will affect their own view. Suppose that an Echo Boomer has an amazing night but his friends think he wasted his time. His view will change because of how his peers think, not because of what he thinks. Therefore, it's not what an Echo Boomer thinks about your product, it's what Echo Boomers think about your product.

This is why social media use is so popular with Echo Boomers - they are very concerned with what their peers value. A generation that cares little about what others think would rarely share their life. This is both positive and negative. On the one hand, this could be extremely negative for businesses when it comes to protecting private information. On the positive, you only need to get so many Echo Boomers vocal about your product before they share it with their network and convince other Echo Boomers it has value.

As to how this all plays out in the long run, see the Eastern Bloc and Soviet Union from history.

What Industries Will Be Winners or Losers With Generation Y?

What They Want Now and What They Will Want

Echo Boomers are changing our society in a multitude of ways. The Millennial generation doesn't want what its parents wanted, and if you want your business to succeed or if you want to lower the probability that you'll be in the unemployment line, take note of the winners and losers with this generation now and in the future.

Winner: The Rise of the Renters.

I could write pages on why Echo Boomers won't own homes like former generations, but I think numbers and graphs tell a better story. Only a third of Echo Boomers express interest in ever owning a home. And the current data?

I expect that things will change over the next few decadesrs, but for now, real estate agents will struggle with this generation in selling homes. Of course, if real estate agents focus their energy on landlords they might succeed. Otherwise, if you rent out decent homes or apartments, prepare for a large customer base among Echo Boomers, but be aware that they can move out quickly if they don't like it.

As for the type of real estate - Echo Boomers are the social generation. They love living around their friends.

Winner: Education Is the New Homeownership.

Yes, I think that education is in a serious bubble (see When Will the Higher Education Bubble Pop?). But I doubt that the Millennial generation will recognize this. The reason for my doubt: over half of Echo Boomers state interest in pursuing a degree, and a third of Echo Boomers with degrees already want to go to graduate school or further their education in some way.

The next generation (iGenZ) may see the error in their older siblings ways: too much faith in education. But for now, there's no indication among the Echo Boomers I speak to that they're changing their view on education. As I've stated in my posts, the stories Echo Boomers tell about education over time will foreshadow whether iGenZ and future generations respect higher education.

The winners here are the trade schools and community colleges - not only do you save Echo Boomers money, Echo Boomers tend to recommend these places to their friends. In fact, when other Echo Boomers go back to school during an education bubble a community college or trade school will hold the highest appeal. Large universities still attract top students, so for now, they're winning too.

Loser and Winner: Marriage Is Dead, But Other Opportunities Exist

If you're in school, and you're considering becoming a divorce attorney or marital counselor, beware: only 21% of Echo Boomers are married! Those may have been the hot professions at one time (especially divorce attorneys), but the future seems dim for them now. Unless those 21% of Echo Boomers line up in divorce court or try to "work things out," the need for divorce law or marital counseling may be history. You could always do the bureaucratic thing and overcomplicate their life in some other way - that is what both of your professions are good at.

Keep in mind that while Echo Boomers are ditching marriage, they seem to favor serial monogamy, which might become its own profitable industry. For instance, Susan Walsh asserted about the hook up culture in our interview:

I see hookup culture sticking around for a long while, but there is some backlash already occurring. ... HPV is causing cancers in both sexes, and there is a strain of gonorrhea in the UK, which is now considered untreatable. Of course, there’s the very real possibility of a new, opportunistic virus, much as we saw with AIDS in the early 80s. A worsening of the outlook in this area could create behavioral changes.

Behavioral changes may create more marriages, but if we see increased STDs or increased protective methods against these diseases, some businesses will need to create these products - whether prescription drugs or advanced protective measures.

And with marriage rates declining, Echo Boomers seem to be putting their money into other places: the fitness industry, the outdoor industry, and the fashion industry. In other words, you still have many other opportunities to have a wide customer base. Keep an eye out for the single Echo Boomers and watch where they spend their money (see Products and Services for Single Female Echo Boomers and Products and Services for Single Male Echo Boomers).

Other winners:

1. Technology - if you're in the engineering profession, prepare to work. Since I've been speaking with engineers at several local colleges, robotics seems to come up the most. There is a growing demand for electrical engineers to perfect the robotics industry.

2. Medical - Echo Boomers will need more medical care as they age. Keep in mind, the obesity rate the in the United States is growing, and this offers medical opportunities for doctors, nurses and those in the research field. I do not expect Echo Boomers to have longer life expectancies than their parents, so they will need medical earlier than you might expect.

3. Innovative Science - the world faces major hurdles in the twenty-first century, and this industry will boom if science continues to overcome these hurdles. Innovative Science includes, but is not limited to, stem cell research, fuel cell technology, electric cars and transportation, robotics, and 3D printing.

4. Green Energy Industry - Echo Boomers like environmentally friendly companies, and green energy not only saves money, but builds a sustainable world. Echo Boomers are unlikely to forget $4 gallon per gallon of gas.