Millennials: The Creators and The Consumers

Sure, it might seem like they only care about ping pong and Instagram but they also bring an optimistic, purpose-driven value unmatched.

This is the first of a 10 part series where we take a closer look and feature the lifestyles and career paths of millennials who work at Level.

Love it or loathe it, everyone is talking about millennials today. They now number 75.4 million and are officially the nation’s largest living generation.

From startups to our industry of digital and design firms, millennials basically run the tech and design world — or will soon. They’re also the new consumers of today, smart enough to watch and scoff as brands grovel at their feet, and creating a lifestyle and career path for themselves as ‘influencers’ which has brands tripping to get close. It only makes sense that this age group of 18–34 year olds should be the ones advising those same brands and creating the experiences that matter.

“Millennials are optimistic, entrepreneurial and purpose-driven” Tom Davis, Forbes Media CMO

Just like millennials don’t want to be marketed to and want to feel an organic connection to brands, they demand the same from where they work. They want to work somewhere that has the same purpose-driven, visionary mindset. If these things don’t already exist, they will certainly inspire a new culture. And you should want them on your team to do just that.

If you’re trying to woo them to join you, and want to keep them happy — there are a few things you should understand and embrace as you weave their lifestyle into your business.

They demand authenticity.

Millennials see through the bullshit. They demand an authentic experience in all that they do. They value transparent and honest dialogue, and really — they expect it. They want the place where they spend most of their waking hours to be full of the same authenticity; for the teams of people they work alongside, and in the experiences (or products) they provide to consumers.

They enjoy life.

They care about the life they live, and they want to enjoy it. So yes, that means that they might take breaks to play pingpong and will likely wander to lunch together, and coffee, and then coffee again a few hours later. They might even petition for team yoga or office massages. Embrace it and encourage it. Maybe even join in. It makes for a happier work life balance.

They’re a bit entitled. But they’re self aware.

More than half of millennials, described their generation as “self-absorbed” while 43% said they were “greedy” according to a Pew Research Center study. That sounds pretty negative, but what makes them unique is that they recognize and admit it. And, maybe it’s not so bad. They know what they want, how much they want it for, and when they want it — and if it doesn’t exist, they are probably going to create it. Guess what. If they’re on your team, they’re going to create it for you and for your clients.

They own the world of technology, and beautiful things.

They’re obsessed with technology, and creating beautiful stories. Completely, and totally obsesssed. And that’s ok — because technology is the future. And storytelling is what sells it. They understand it, they live it, and they always know what’s happening next. Ask them about it, and start creating and building for the future with their insight to guide you.

They value inclusion, diversity, and embrace change.

Millennials are looped in to what’s happening in the world. They’re socially conscious and active. They’re concerned with human rights, fairness, and equality. And they talk about it openly. If you don’t, you can guarantee that they’ll either leave your business, or they’ll start an intiative to make you do better. Let them host events, discussions, and author thought pieces. Join the dialogue. Ask questions, learn, and act.

They are optimistic, and want to believe in better.

For some reason, millennials see the future as full of opportunity, and limitless. 97% of them, in fact. It’s what fuels their passion to do more, and better.

We can all learn from that.

Rheanna Martinez is the Marketing Communications Lead at Level, a digital design firm. Continue the conversation with her on twitter and keep an eye on our millennial series where we take a closer look at the lifestyles and career paths of those on our team.