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Time For A Global Warming Up To Millennials
by Cori Ferman, Friday, April 6, 2012 6:13 AM
USA Today recently shed light on a study
published by the American Psychological Association that analyzed two surveys, University of Michigan's Monitoring the Future and UCLA's American Freshman, both of which position Millennials as more
focused on ourselves than anything else. While there is some truth to this, many of our moms told us the “S” on the tag in the back of our shirts is for Special versus Small; perhaps the
cultural shift in young adults requires further review through a different lens. It’s not about suddenly disregarding what many thought was unique and positive about Millennials and
shifting the focus to future generations for hope in the welfare of our world. It is about taking the characteristics that people deem Millennial-ish and finding ways to use them in a positive
way. Brands should think about the impact, really the benefits, of a more individualistic group of people on their business internally and externally. Such people are doers. We want to
be challenged, empowered, acknowledged, and, to be honest, it would not be so bad to be rewarded. Consider our motives (us); use us to your advantage for our advantage … just
don’t abuse. Be honest about it, and we will do the same. Here are some ways to leverage what we are already doing: Millennials like to take action The Society
for Human Resource Management (SHRM) informs us that, because our generation is populated with overachievers, there’s a need to feel our actions are making a big impact on the organization. Per
SHRM’s report on findings from The Learning Café’s “Engaging a Changing Workforce: A Study of Four Generation,” Millennials:
- place a premium on
challenging, varied work and hate being bored
- prefer to work on a variety of substantial, important projects that encourage learning and using new skills
Millennials like to talk … about you According to Bazaarvoice’s “Talking to Strangers” infographic, the majority of Millennials believes that other
consumers care more about their opinions than companies do – and that’s why they continue to share their opinions online.
- 71% continue to share opinions because they
feel other consumers value those opinions
- 64% feel that companies should offer more ways to share their opinions online in the future
Millennials like to innovate/be
innovative According to the Nationwide cell phone and landline survey by
Young Invincibles and other partners, Millennials are passionate about starting
their own business and recognize entrepreneurship is the key to reviving the economy. (Maybe even your personal economy and ours, too.) But, Millennials face many barriers including money, access and
business know-how in fulfilling their dreams.
- 54 % either want to start a business or already have started one
- 51% want to start a business in the next five years
Still feeling Millennials deserve the cold shoulder? Here’s another log to fuel your fire, according to
NYSE Magazine’s essay, “What Millennials Want,” keep
in mind there are a lot of Millennials to do a lot for you. “Numbering nearly 80 million Americans with $1 trillion in spending power, they are the future of every U.S. company: the generation
of teens to thirtysomethings known as the Millennials.” So, warm up to some ways to merge Millennials wants and needs with yours.