Why We Should Stop Calling Millennials “Narcissistic Owners Of Participation Trophies”

Why We Should Stop Calling Millennials “Narcissistic Owners Of Participation Trophies”
SHARE
THIS



In this guest post, David Willey (pictured below), founder and director of Growth Tank and the Millennials Marketing Conference, shares his views on why marketers need to start looking at Gen Y in a more positive light.

David Willey

Lazy, entitled, self-absorbed, impatient – all ring true as common adjectives used to describe Millennials. Surrounded with negativity, they are often undermined when compared to the earlier generation of Baby Boomers. Stereotypes to define this age group are often positive representations such as self-sufficient, hard-working and career-minded. With this discernible imbalance, it is increasingly difficult for Millennials to compete with their ambitious and successful elders. However, it turns out Millennials do actually have strengths and assets lacked by the majority of Baby Boomers.

Hard work over holidays

Millennials are an ambitious bunch, so much so that a recent survey stated that Millennials made up 24 per cent of respondents that did not take their entitled holiday leave in 2015, compared to just 17 per cent of Baby Boomers. Many believe their dedication as a team member will prove to their managers that they deserve more responsibility, thus furthering their career. Always looking to be challenged, Millennials thrive in environments where they are constantly learning and able to put those new skills into practice.

Optimistically facing financial adversity

Despite constantly increasing college/university fees, more Millennials are obtaining a higher education compared to Boomers. After witnessing the 2008 economic recession, Millennials’ perspectives were changed as they realised ‘safe’ jobs no longer existed. Adopting an ambitious mindset, they soon worked out that you must work hard to get what you want, even if that means suffering years’ worth of debt to get a good education.

Living in the moment, Millennials still feel confident about their finances, opting to spend their well-earned salaries on travelling, experiences and eating out. Unlike Boomers, they are less likely to jump on the property ladder in their early 20s and waste less time worrying about their financial future.

Millennials take ownership

At a young employment age, many Baby Boomers remained in their first jobs, working their way up the corporate ladder for the ultimate prize – financial security in a high-ranking role. They may have been miserable in that job and felt no satisfaction but that was secondary to financial guarantees.

Millennials, however, see the world differently. Their version of success requires a meaningful role where the work they do makes a difference to them and the world, in some way or another. They want to develop genuine relationships with people, providing a service that enriches their lives. With 61 per cent believing owning a business provides more security than traditional employment, their entrepreneurial mindset is encouraging them to set out and achieve their own goals that they feel passionate about.

As Boomers reach retirement age, it’s time to let the so-called lazy Millennials take over. I think they’ll do a great job.

Please login with linkedin to comment

David Willey Growth Tank Millennials Millennials Marketing Conference

Latest News

Purpose, Or Is It Porpoise?
  • Opinion

Purpose, Or Is It Porpoise?

In his latest guest post, B&T regular Robert Strohfeldt skewers marketers’ latest buzzword – purpose… I used to flick through the various newspapers cartoons each day – reckon it would be tough trying to create a cartoon each day, based on a major news story, that is both funny and insightful. Since the PC mob […]

Opinion

by B&T Magazine

B&T Magazine
MILO Cereal Launches ‘Beast Mode’ Campaign Via Connecting Plots
  • Campaigns

MILO Cereal Launches ‘Beast Mode’ Campaign Via Connecting Plots

MILO Cereal has launched its first major marketing campaign for its newly launched Protein cereal, via independent creative communications agency Connecting Plots. Building on MILO’s brand message of fuelling active kids, the new campaign platform, ‘Beast Mode – Activated’, evolves the master brand’s focus on team sports. This aims to celebrate how MILO Protein helps […]

Dear Internet – One Year On From COVID
  • Opinion

Dear Internet – One Year On From COVID

This columnist has thanked the internet for keeping us connected. The NBN fails to get a mention, unsurprisingly.

Opinion

by B&T Magazine

B&T Magazine
Flight Centre Unveils New Captains In First-ever Global Brand Campaign
  • Campaigns

Flight Centre Unveils New Captains In First-ever Global Brand Campaign

Flight Centre has unveiled a new look and a global brand campaign that poses a tongue-in-cheek challenge to Aussie travellers. The launch also marks the brand’s first global campaign across Australia, New Zealand, the UK, Canada and South Africa, highlighting Flight Centre’s collective travel expertise. Created by Flight Centre Australia’s in-house creative team, ‘There’s Nowhere […]

Facebook To Release Clubhouse Competitor
  • Technology

Facebook To Release Clubhouse Competitor

Facebook set to release a Clubhouse competitor. That's an audio-based social media app & nothing at all to do with golf.

by B&T Magazine

B&T Magazine