Millennials Rising: The Next Great Generation
by Robert W. Grupp, Graduate Program Director, Global Strategic Communication, University of Florida
A New Generation
We hear a lot about millennials. They’re described as selfish, entitled, cynical, self-absorbed, and mooching off their parents. But if you look at the research, it shows something very different. This is a passionate group of people who are determined to change the world and aren’t motivated by the almighty dollar. Instead, they’re driven by being part of value-driven, purposeful companies in which they can drive change.
This message is driven home by Dr. Christie Smith of Deloitte, who shared her research on millennials at the Arthur W. Page Society Spring Seminar. According to Dr. Smith, millennials are the most educated, diverse generation in most countries. They want flexibility in the workplace; to have a life and be successful.
So, what’s going on with this shift in generations?
Today baby boomers and Gen Xers comprise the 75 percent of our workforce. In four years, we’ll see a dramatic shift. Millennials will comprise 50 percent of our organizations, boomers will go down to 22 percent and Generation Xers 20 percent.
So what does this mean? It means millennials have the power to shift culture. They don’t feel the need to stay with an organization that doesn’t live by its stated values. They don’t want to be stuck with a certain skill type, but rather have multiple experiences without respect to job title.
What does the culture of organizations today need to look like?
Dr. Smith predicts we’ll see a work environment that shifts from a hierarchical structure to one that increases collaboration between generations.
The global strategic communication program prepares graduates for the modern workplace with courses including Foundations of Intercultural Communications, International Issues and Crisis Management and the Professional Capstone.
Workplace Changes are Imminent
First needs to be a dramatic shift in technology. Millennials leave companies who don’t invest in technology that generates ideas (read: data and analytics) to accelerate business outcomes.
A second culture shift is skill alignment. Too many millennials work below the level they’re capable of. They serve as PowerPoint junkies or coffee stewards when they might have a good idea but nobody asks.
Third is innovation. Millennials are attracted to a company where they believe they can make a contribution. Millennials say leadership blocks them from being innovative. These old school leaders believe since millennials don’t have experience, they can’t contribute. .
Fourth is the issue of work/life integration. Millennials want to fit work into their lives, and they believe that technology can help accomplish that goal. For this reason, the GSC program curriculum places a strong emphasis on technology and digital concepts. The outcome-based, project-based model we need in today’s companies is emphasized in the GSC Capstone.
Millennials Demand More
Millennials are a generation who demand more. This has a significant impact on the way society looks at diversity and inclusion, but also in the way society looks at the workplace. Research shows these changes increase revenue and shareholder value and provide millennials, Gen Xers and boomers a way to collaborate and interact in a way that has greater impact.
Posted: April 22, 2016
Category: Digital Marketing, Grupp's Column, UF CJC Online Blog
