What are they like?
What do they value?
– emotional connection
– social DNA
They are mobile
They live for experiences (experiences >> product)
They’ve developed a ‘real time reflex’ and a tech ‘sixth sense’ (NOW; integration b/w physical and digital lives; expectation that technology will be there for them)
Culture of calm – escapism
They aspire to entrepreneurship – 37% interested in entrepreneurship, 51% want to be self-employed
They highly value freedom – take time off to take hobby than on the fast career track
They are interested in making a difference – 88% value work-life balance, 73% want to work for positive impact
“Our generation doesn’t want to make money; we want to make meaning.”
Institutions/organizations/parents: how to create unique experiences for Gen-Ys?
– do it in real time
– let them work in teams
– deliver a sense of freedom/independence
– serve culture of calm
– allow them access to technology
– help them make a difference