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  • Millennials: Ready To Change The World

    Millennials don’t see huge barriers between themselves and the companies with which they do business. They want to see more business leaders follow that path of Bill Gates, Warren Buffett or Richard Branson.

    Upstart: Startup/Entrepreneur

    By harnessing tools like social media, collaboration, and creativity, and leveraging their comfort with technology, they have high expectations

    Courtesy: Philip Date/PhotoXpress Free Images

    not only of what they can achieve, but also what companies and business leaders can do, finds a new survey from Euro RSCG Worldwide, a global advertising agency based in New York.

    Millennials don’t see huge barriers between themselves and the companies with which they do business. They’re perfectly comfortable interacting with businesses and pressing them for information and change,” Marian Salzman, CEO of Euro RSCG Worldwide PR, the public relations arm of Euro RSCG Worldwide, told Portfolio.com in an email interview. “They see what people like Bill Gates, Warren Buffett, and Richard Branson have been able to do with their millions and billions of dollars, and they want to see more business leaders follow that path.”

    These findings echo the results of the Class of 2011 study conducted by I Love Rewards, an employee-recognition firm with offices in Cambridge, Massachusetts, and Toronto, and Experience Inc., a college career-services website provider that reaches 4.2 million students and alums. One of the student respondents noted that, “If I were given the choice of picking my own employer, some of the things that I would consider would be…the moral values by which the company is guided and operates under.”

    Millennials prefer companies that reward hard work with continued learning and position their brands to make lifelong connections with consumers. Their approach to brand awareness and the fluidity of the modern workplace makes Millennials uniquely qualified to handle the changing landscape of global labor. “We joke about this generation as having grown up with highly structured play dates and hands-on parenting rather than independent play and learning, but a consequence of all this group activity is that they truly understand how to work with others. As important, this is the first generation that is accustomed to working with people they don’t actually know in the ‘real world,’” Salzman explained. “They have contacts in other parts of the country and other parts of the world, and they don’t recognize geography or culture as impenetrable barriers.”
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    Upstart: Business and Management for 20-40 Year Old Professionals

    Filed Under: Startup/Entrepreneur


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    1. Thanks for your comment, Alicia. You make some great points!

      You’re 100% correct. It is increasingly important for organizations to treat employees well. Companies will have to do so whether they like it or not, much in the same way that employees have had to submit to unfair treatment in days gone by, whether they liked it or not.

      Times, they’re a’changin!

    2. Alicia Blain says:

      Great article & it brings up some interesting points. I think many companies today still don’t get that a seismic shift has taken place with regards to how they see their employees vs. the consumers. So many still don’t realize that thanks to the huge changes created by technology & social media, there are no distinctions between the two. Today, if you treat employees badly it can very well have consequences on your brand given the wide reach that employees have thanks to their vast networks in Facebook, Twitter, etc. As your article mentions, the reach extends beyond the local community but can, in fact, be global.

      This past year I interviewed 20-somethings that had been working from 1 to 5 years & almost all of them were shocked when faced with the realities of the workplace. Things like having bad bosses, lack of collaboration, not being properly valued, etc. Although every generation before has felt that shock, we had no choice but to deal with it & accept it. But Gen Yers are choosing not to do that which I think is great. They have so many options at their disposal to express their dissastifaction and one of them is to invoke their rights as consumers.

      In less than 3 years, Gen Yers will make up 50% of the workplace with huge access to voice their concerns & opinions. Organizations are still not wrapping their heads around those numbers & the importance that treating employees fairly & with respect has on their brands. The ones that do will be the winners in the 21th Century & have lifelong connections with their employees/consumers.

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