Millennials want value alignment
By the year 2025, Millennials will make up 75% of the workforce.
Making up such a huge proportion of the workforce means that the Millennial-mindset has an overbearing influence on the state of employment.
Millennials, those born between 1981 and 1996, don’t consider income as being the primary reason for job satisfaction. Because of this, we’ve seen in the last 15 years that workplace loyalty has dropped. It’s rare to see a CV with a long tenure, anywhere.
Bear in mind that we are currently in a job-seeker’s market. LinkedIn, Seek and a plethora of other sites make job-seeking easier than it’s ever been, and there is a large supply of jobs available.
In my day, kids had to print their resume and awkwardly hand it in at shops to try and get a job. That’s what I did. The trend today seems to be more about job hopping to increase salary and find more fulfilment. And it’s becoming a cultural norm!
What does this have to do with purpose and value?
Millennials are the first generation to start talking about ‘purpose’ being important to them. A 2016 survey found that 83% of Millennials would be more loyal to a workplace if it cared about more than just company profit, and 94% of those under age 38 wanted to use their skills to benefit society, not just profit.
Don’t get me wrong, this isn’t limited to the young. Purpose-driven brands are booming across all age groups.
