“In today’s hyper-competitive world with unrelenting technological advances, shifting markets and the war for talent raging, leaders must take advantage of every opportunity to attract and engage the best talent. Millennials are destined to play a significant and profound role in business, and to be successful, we’ll need to understand how to leverage their many talents,” said Dr. Mulhern.
Specifically, the paper draws attention to the study’s major findings by pointing out that millennials:
value authenticity and ethics
are more socially tolerant and altruistic
expect to succeed using clear guidance
are technological multitaskers
prioritize relationships on all fronts
prefer flexible work environments
respond to frequent, positive feedback and recognition
view advertising and marketing very differently, both as participants and consumers.
“With as many as 95 million millennials about to dominate the American workforce, this research prepares B2B companies to understand the impact that they will have in transforming our world,” said BMA Chairman Steve Liguori. “These include vastly different expectations such as the pervasiveness of technology to how they integrate and behave within teams.”
To download the research report and original study, visit the Knowledge Center area of the BMA website (http://www.marketing.org/
About the FORUM
The FORUM at Northwestern University is the strategic original research division of the Business Marketing Association. The FORUM promotes a people-centered leadership approach by: providing relevant, provocative, and actionable academic research; creating a platform for leaders to dialog, network and benchmark practices; delivering ideas for practical action and experimentation;
About the Business Marketing Association
For more than 90 years, the Business Marketing Association (BMA) has dedicated itself exclusively to the discipline of business-to-