A founder and president of a millennial marketing research and consulting firm explains why a new brand of self-management, as pioneered by Zappos, is well-suited for the millennial generation

As powerful consumers, marketers have had their eye on the millennial generation for some time now. These young adults born between 1977 and 2000 have revolutionized the consumer economy and created the most connected and innovative culture in history. However, while marketers were spending their time trying to understand these young adults from a consumer perspective, millennials were busy growing up, graduating college and entering what we like to call “the real world.”

Today, millennials represent a strong majority of the workforce and by 2020 they will make up 50 percent of the total adult working population in the United States. Unfortunately, millennials are a generation that is still largely affected by unemployment. More than 15 percent of millennials are currently unemployed and just one third has obtained a bachelor’s degree. A large reason for this high percentage of unemployment is largely due to the fact that millennials are having a hard time finding jobs that align with their values and future goals.

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