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If you really want to understand Millennials, you need to allow your mind to
freewheel. Be like the inventors of vaccines, whose breakthrough came in the
form of a paradoxical concept: The way to prevent an illness is to expose
people to it. Or think like the people charged with protecting the homeland,
who realize that in order to devise effective safeguards against terrorism, it’s
necessary to accept that terrorists are willing to die for their cause.
They do not strive for the things we have accepted as gospel. That everyone
wants to get ahead at work. That work, in fact, is the means to a better life.
That privacy is something to be held dear. It can be very hard, but
understanding Millennials requires parking these preconceptions—and many
more—at the door.
This is a cohort worth getting to know, if for no other reason than the
numbers: In Europe alone, some 51 million Millennials are expected to join the
workforce in the next ten years, while 48 million Baby Boomers will retire.
Beyond the numbers, however, it is the fundamental complexity of Millennials
that makes them so interesting.
So set your personal worldview aside, temporarily remove the phrase “but of
course, everyone wants X” from your vocabulary, and get ready to take a deep
dive into a generation that defies a shorthand. —GARY STOCKMAN
Contents
PORTER NOVELLI INTELLIGENT DIALOGUE:
MILLENNIALS BIG QUESTION 3:
20 If being entertained is the
norm, what happens to work?
INTRODUCTION:
4 Generation what?
BIG QUESTION 4:
24 What does the world
BIG QUESTION 1:
of work and business
6 How different are Millennials? mean to Millennials?
37 In conclusion
SPECIAL THANKS TO
GENERATION
WHAT?
HOW different
ARE MILLENNIALS?
Millennials are the children They were also the first generation to
of Baby Boomers, a generation whose
attitudes toward life were deeply
see widespread consumer adoption of
time-shifting devices—voice mail,
SMART TALK
influenced by events of the 1960s: Civil VCRs—that splintered the shared
Pearl Harbor, McCarthy, JFK, nuclear
Rights, Women’s Lib, the rise of rock- cultural “moments” of the Baby
and-roll and its rebellious icons, and Boomers and ended the era of shared winter, the Munich Olympics, Watergate,
widespread questioning of established adult/child entertainment experiences Berlin in 1989. What seems to set
authority. Baby Boomers were going to such as Rowan & Martin’s Laugh-In
make the world a better place and fix and Hawaii Five-0. Millennials apart is that the events
human beings. Their children were part coinciding with their coming of age, such
Perhaps more significant, they were
of the project, even if Boomers
growing up as prosperity was as 9/11 and the Second Gulf War, failed to
occasionally got distracted by
spreading and globalization was
themselves. (Remember: Tom Wolfe’s produce a fundamental philosophical
kicking in. The Berlin Wall came down
seminal essay “The Me Generation and
in 1989, and the Soviet Union was divide about the kind of world they want
the Third Great Awakening” was
dissolved in 1991—just as Millennials
published about them in 1976.) to live in and how to get there, compared
were becoming aware of
Millennials grew up current events. The to the landmarks for previous
surrounded by technology capitalist-communist
generations. In some difficult-to-define
and entertainment. division of the world
Even more than with was disappearing sense, the ramparts for Millennials lie
previous generations, fast. This, coupled within, erected to cope with social and
screens have been with technology,
(and continue to be) meant that personal undercurrents—growing up
one of their main products, media, with divorce, redefining personhood and
ways of interfacing ideas and money
with their world: TV were moving more purpose without the guard rails of
and movie screens, freely across gender-based and prescribed
but also game borders. Brands and
consoles, computers and the multinational relationship structures. Sometimes this
mobile phones. Millennials corporations that own seems to present as narcissism or self-
came of age at a time when fun them were going global, riding
and media savvy were becoming and helping to sustain a wave of
involvement. Should we be surprised?
mantras for marketers, educators and prosperity and plenty that continued
anyone in the business of influence. with barely a blip for nearly two —Peter Hirsch, Global Corporate Affairs Leader, New York
3.
Sacramento
The Millennial lifestyle feeds off
constant communication.
Managers need to stay connected with
Millennials by providing regular direction
and on-the-spot feedback so they feel a
9. Be patient with the iPod/earphones multitasking. It’s the
Millennials’ way of life, and they are much better team
players than we ever were. —Ellen Field, EVP, Health and Social
Marketing, Washington DC
Albie Jarvis strong bond with the manager and the
team. —Albie Jarvis, SVP, Boston
Jim Barbagallo
Encourage their “conquer the world”
approach to life. Put challenge after
challenge in their path. —Jim Barbagallo,
Partner, Managing Director, Boston
21. Millennials love to
ask “Why?” and work
most productively when they fully
understand the end goal of a project.
Carolyn Tieger Millennials seem much more engaged
and deliver a better product when
WHAT happens
TO CONFIDENTIALITY IN
AN AGE OF Radical
transparency?
SMART TALK T
Twwoo ddeeffiinniinngg aanndd mmuuttuuaallllyy phone calls, text messages, Instant
reinforcing characteristics of Millennials Messaging, social networking sites, e-
Millennials are different from the X are their focus on friends and their mail, blogs, Flickr and Twitter.
intense use of digital interactive
generation: 9 to 5 mentality, social life is technology to stay in contact. In the These new communications
important/work-life balance, high salary pre-digital era, people relied on letters, technologies have two other
demands, management telephone calls and face-to-face characteristics that may be less
meetings to stay in touch. These beneficial: They can be reproduced and
demands (coaching by the spread rapidly and widely, and their
took time and effort, and were
best senior people) and limiting in place. Now people content can hang around a long time.
constantly looking for new (especially Millennials) have a This means that hastily composed
challenges. much bigger range of options that e-mails, rashly expressed blog posts or
—Frank Peters, Frank Peters are instantaneous, very easy and Facebook photos of drunken
Managing Partner, Amsterdam independent of location: mobile indiscretions may turn up on hard
Source: Ian Jukes and Anita Dosaj, the InfoSavvy Group, Gartner
IF BEING
entertained
IS THE
NORM, WHAT
HAppenS
TO
WORK?
dramatizations; it can sometimes take Typical of the Valley ethos is
One of the Baby Boomers’ legacies
a second to discern whether you’re Smugmug, a successful subscription-
is the notion that any activity should
watching CNN or MTV. only photo-sharing site now in its sixth
include some fun and entertainment.
year. The privately owned site, founded
This line of thought is a standard ploy In Silicon Valley, the American
and run by father-and-son team Chris
in marketing, with “fun-size” packages, heartland of the Millennial generation,
and Don MacAskill, prides itself on its
entertaining advertising and high-touch companies have to compete for
fun approach. Staff still work in
retail concepts. It’s mainstream in Millennials’ typical talents: digital
cubicles, but they’re given an
education, started by Sesame Street smarts, creativity and a “random
allowance to decorate them any way
and present in thousands of interactive access” hyperlinked approach to
they want—a growing trend. The effort
learning games; it’s a must-have in projects. And tech companies are at
of Smugmug staffer Mark MacAskill
cars, with on-board computers, DVD the forefront of snagging talent by
won the 2008 Coolest Cubicle Contest
players and TV screens for the kids. offering Millennial treats in the
run by the tech blog Lifehacker.
(Even New York City taxis have TVs workplace: casual dress codes,
Commenting on his cubicle, which he
these days!) Even more serious massages, ping-pong tables, putting
decked out with camouflage, like a
segments of journalism are feeling greens, games facilities, bean-bag
military bunker, he told Lifehacker:
increasing pressure to include lively corners, in-office happy hours and
“The war on terror is second only to
graphics, mood music and regular social events.
the war on boredom. And my cube was
WHAT STORIES
ARE MILLENNIALS TELLING
TO MAKE SENSE OF THEMSELVES AND
THEIR GENERATION?
SMART TALK
Millennials are committed to doing
something meaningful, making a
difference—because it’s important to them
personally, not because
it’s important to the
company they work for.
Teach for America saw a
big spike in applicants
Wendy Hagen this year. Millennials are
more comfortable with
technology as a utility or like oxygen—it’s
no big deal; they take its presence and
functionality for granted.