The Millennial Generation — that’s men and women born in the years 1982 to 2004 (according to researchers Neil Howe and William Strauss). This generation’s members are ages 17 to 35, and now said to be outnumbering the previously dominant cohort of the Baby Boomers in the workplace (BBers were born 1946-1964, some 77 million in all).
Consumer product marketers of course want to know what the Millennials value, what they are interested in, what information they need, what motivates to shop and buy. And just as important and maybe more: employers want to know more about the Millennials as they recruit them and bring them into their corporate culture. And keep them there!
One of the more long-lasting, familiar brands in Corporate America is Rubbermaid Commercial Products (RCP). The company commissioned a report by Lightspeed to determine the attitude of Millennials and the relationship of corporate and brand values and corporate sustainability to them, in terms of recruitment — and workforce retention.
The resulting report: Recycling in the Workplace: A Millennial View. One important conclusion of the study: To attract and maintain new employees, companies will be required to surpass the status quo and get serious about putting sustainability strategies into action. 90% of the generation, the authors concluded, identified sustainability as a crucial consideration when making career moves.
Sustainable Brands published highlights of the study — see our Top Story for more details.
And — if you have recruited members of the Millennial Generation, point them towards the Governance & Accountability Institute education courses to help them get up to speed quickly on sustainability, corporate responsibility, sustainable investing and related topics. There’s more information on these offerings here: http://www.ga-institute.com/
Top Stories This Week…
New Study Cites Sustainability as Top Priority for Millennial Workforce
(Tuesday – April 11, 2017)
Source: Sustainable Brands – According to a new study by research body Lightspeed on behalf of Rubbermaid Commercial Products (RCP), a brand’s commitment to sustainability — or lack thereof — is an important concern for millennials and one which will…
And there is much more information of value in the Wikipedia definitions of Millennials and other generations (Gen X, Gen Y, BBers, and more):