The young millennials have had their share of bad press. From the baby boomers generation to workplace senior management. They’ve come to be associated with terms such as entitlement, narcissism, laziness and impatience.
I'm in the advertising industry and we have had to find new ways to engage this generation because they are going to be the consumers of tomorrow. Are they different? Yes. Is it a problem? No.
Throughout history, how often have we had parents tell their children, "when I was your age...". I remembered my dad saying that, and I won't be surprised if I've said something along the same lines to my only daughter. I'm sure my father has heard that line from my grandfather too. And to defend that line, we often spew the phrase "I've eaten more salt than you have rice."
So they are different. Why is that bad? They grow up in very different circumstances as I did. So I cannot expect them to hold the same values or react the same way I would have.
Here's what I found different about the millennials.
They're not into buying things. They buy experiences.
My generation takes pride in owning things. Whether it's your Music Album collection or Books. I used to collect even magazines. I still have every issue of National Geographic from since 1983!
But the millennials stream music and movies. They don't have to "own" them. After all, it's just to listen or watch. That's buying experience. It's cheaper, takes up zero space and no depreciation. That's a good thing.
And the fastest growing stocks reflect that culture. Uber don't own a single vehicle. Airbnb don't own a single room and Alibaba don't own a single product they sell. They all meet a need without the burden of ownership. That's a good thing.
Our generation slog to own a car, then a house and when their children have completed their studies...travel. Millennials today travel much more than we ever did. Why? They're buying experiences. At a physical condition that allows them to better enjoy their travels. They do their homework, buy cheap fares, scout out bargain stays and with their smartphones, travel the world. Why pay travel agents?
As for managing them at the workplace, you need to understand them first. The problem is many employers expect the young recruits to tow the line and follow company rules. Working long hours are no longer a reflection of a productive employee. Millennials are often driven by the passion they find in their work. And they produce their best work when they are given room to express themselves.
Fan that flame and they do extraordinary stuff. Why? It's part and parcel of the experiences they buy into. I have had the privilege to bring on board some of these young talents and they surprises me. It's a privilege to mentor these talents because they are hungry to learn and not being technology-shy, they have huge resources they can tap into.
And that brings me to another facet about the millennials. They are being accused of having no real relationships because they are always staring into that small screen filled with selfies, chats and likes. Unlike my time when designers often work in isolation, this generation is well networked. They interact and they see what others are doing. There are exchanges of ideas and concepts, a canvas for them to share their work and get feedback and a place where they can be discovered. That's a good thing.
The reason I wrote this is because my circle of friends my age or even younger have often made negative comments about the millennials. We need to know how to connect with them because whether you like it or not, these are the ones who will take our world to the next level. And that's a good thing.
Oh...and I find this interesting. If we throw our moral standards on the millennials, it may be good to know that the latest research found this out.
"Tinder generation' turns its back on sex, as millennials are less likely to be promiscuous than their parents' generation."
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