Four ways to matter to millennials at work and beyond ( Share by MyanApp Store )

Four ways to matter to millennials at work and beyond

Originally published in Facebook IQ.

By 2019, it's predicted that millennials will surpass baby boomers as the largest generation in the US.1 And due to their sheer size, their choices and preferences will make an outsized impact. Discover how millennials' values at work provide powerful insights into who they are holistically and how this can help you connect with this increasingly important generation.

1. Make flexibility a priority

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Millennials want to exercise their options across work and life. Many no longer stick to strict nine-to-five hours, and they're determined to work when it works for them. And, if they're not finding what they need at their jobs, many say they would consider picking up a "side hustle" or even join the gig economy full time.

Among millennials surveyed globally,

72% say it's important for them to work for a company that offers flexible

working arrangements.

64% of millennials surveyed would join the gig economy to supplement their fulltime job, and 42% even say they would consider replacing their full-time job with freelance work.

2. Showcase what you stand for

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When millennials consider companies to work with or to shop with, many even evaluate whether they feel aligned with companies and their values. And at work, many consider their workplace a community, where people come together to accomplish shared goals.

Across 11 markets surveyed globally, millennials were more likely than baby boomers to say the following:

1.3X more likely to say it's important for them to work for a company that shares their values.

1.5X more likely to say their workplace is a community.

3. Keep communication open

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Transparency matters to millennials. Just as they display much of their lives online, many millennials similarly expect businesses to communicate openly. Many say they value knowledge sharing at the workplace. When millennials consider companies to work with or to shop with, many even evaluate whether they feel aligned with companies and their values. And at work, many consider their workplace a community, where people come together to accomplish shared goals.

Across seven markets surveyed globally

87% of millennials say they encourage knowledge and information sharing at work.

In the US, millennials surveyed say the number one channel they want companies to be transparent on is social media.

4. Leverage next-gen technology 

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Millennials embrace technology that makes their lives better. They're bringing personal technology into the workplace – leveraging everything from live video to messaging to communicate with colleagues. In fact, 87% of those surveyed across seven markets globally say they value being able to message colleagues.

Across 11 markets surveyed globally, millennials were more likely than baby boomers to say the following:

1.4X more likely to say it's important for them to work for a company that uses the latest tools and technologies.

1.4X more likely to say that AI will help people lead more organized lives.

And many seem to expect companies to adopt the latest technology, including AI. At work and beyond, millennials are bringing new expectations to the table and establishing new ways of working. And understanding and incorporating these values can help brands stand out to this generation, as they grow in power and influence.

What it means for marketers?

Share your purpose

Let the world know what your brand or business stands for through words and actions. Consider how you can develop a more transparent company culture that resonates with your employees and the people buying your products and services. To put purpose into
practice, explore how people build communities and how you can connect more meaningfully with them.

Connect with millennials on their terms

Millennials' desire for flexibility extends to all areas of their lives – from working to shopping. Consider how you can give them options that work for them. In communication, this could mean leveraging Messenger and WhatsApp so that they can reach you when it's most convenient for them. In fulfillment, this could mean enabling in-store pickup, allowing same-day delivery or offering subscription-based services.

Look to millennials for what's to come

Millennials are leaders of change across work and life, and businesses are responding. See how forward-thinking companies such as Walmart and Virgin Atlantic, and even non-profits, such as WWF, are becoming more millennial-friendly by embracing next-gen tools at work. And consider how new technologies – from automation to augmented reality – can enhance customer journeys, just as they're already enhancing workers' productivity.

Source unless otherwise stated: "Trends 2.0" by Crowd DNA (Facebook-commissioned study of 11,300 people across AU, BR, CA, DE, FR, ID, IN, KR, NG, UK and US. Millennials are defined as
people aged 24-33 and boomers are defined as people aged 54+), Sep 2018. 1. Richard Fry, "Millennials Projected to Overtake Baby Boomers as America's Largest Generation", Pew Research
Center, Mar 2018. 2. "2018 Deloitte Millennial Survey", Deloitte (survey of 10,455 millennials born between 1983-1994 across 36 countries), Jan 2018. 3. "Work 2017 Study" by Ipsos MORI
(Facebook-commissioned study of 10,526 people across BR, DE, ID, IN, MX, UK and US. Millennials are defined as people aged 25-34 and boomers are defined as people aged 55+), Nov 2017.
4. "From Risk to Responsibility: Social Media & the Evolution of Transparency", Sprout Social, May 2018. 5. "Work 2017 Study" by Ipsos MORI.