Millennials are typically defined as those born between 1980 and 2000. Altogether, there are 1.8 billion millennials in the world, roughly a quarter of the world’s population. Today, about one-third of the American workforce are millennials. However, by 2025, they will represent three-quarters of the world’s workforce. Aware of this, established firms must adapt, to better align with their qualifications, tastes and expectations. We will present millennials as part of the workforce but also as part of our society as a whole, and so we will finally frame them as challenging target customers for companies.

1. GenY:MillennialsEMPLOYEES, CITIZENS AND CUSTOMERS
Global Strategy
Veronica Real de Asúa and Catalina Manzano
Bachelor of Science in International Business
presented by :

2. PRESENTATION_AGENDA
Introduction
Who are they?
I
Conclusion
What have we learned?
V
Employees
New Ways of Working
Unemployment
Entrepreneurship
Migration
II
Citizens
Limited by the government
Tolerance and social
responsibility
Voting
III
Customers
New clients’ characteristics
Love Apps
Back to the vinyl
Bank averse
IV

3. Global Strategy Gen Y: Millennials January 16th
Who Are They?
1.8bn
MILLENNIALS WORLDWIDE
more than 25% of
global population
30%
of American workers are
millennials
2025
WE WILL REPRESENT
¾of the world’s
workforce
TODAY
I. INTRODUCTION

4. Global Strategy Gen Y: Millennials January 16th
I. INTRODUCTION
We are richer than any
other generation
We will live longer
We are digitally native
We are multilingual,
globally minded.
We are the best-
educated generation
ever
We enjoy greater social
freedom
Who Are They?

5. Global Strategy Gen Y: Millennials January 16th
II. MILLENNIALS AS EMPLOYEES
NEW WAYS OF WORKING

6. Global Strategy Gen Y: Millennials January 16th
SENSE OF PURPOSE
Our work is a mean to and end.
CONECTIVITY
Smartphones, Video Calling, Cloud Computing, …
FLEXIBILITY
Flexible schedules, flexible workplace, flexible job.
OPEN TO NEW OPPORTUNITIES
Even when this means leaving the current firm.
II. MILLENNIALS AS EMPLOYEES
New Ways Of Working

7. Global Strategy Gen Y: Millennials January 16th
New employees in France are
on short-term contracts
NEETs in the US: +15% of the
population aged between 15-24
Youth unemployment in Greece,
Spain and Italy: 48%, 48% and 40%
x 3 Youth unemployment
triples
adult unemployment
Globally…
II. MILLENNIALS AS EMPLOYEES
Unemployment

8. Global Strategy Gen Y: Millennials January 16th
“Thefirsttenyears
ofworking
experienceare
essentialinorderto
shapecareersinthe
longterm.Thisis
whenpeople
developthesoft
skillsthattheydo
notpickupat
school”
(TheEconomist,2016)
Someserious
implications

9. Global Strategy Gen Y: Millennials January 16th
ANKARAPRESS.COM
A Nigerian starting a new
publishing house for African
romantic novelists
CASTWEEK.RU
A Russian who set up a virtual
talent agency for models
DANALEONG.COM
An Asian-American electric cellist
who teaches people how to make
new sounds using a laptop
II. MILLENNIALS AS EMPLOYEES
New Businesses
RENTTHERUNWAY.COM/
Two American friends who help
people rent designer items
rather than purchase them.

10. Global Strategy Gen Y: Millennials January 16th
II. MILLENNIALS AS EMPLOYEES
New Businesses
52% OF SUB-SAHARAN AFRICANS WOULD LIKE TO START THEIR OWN BUSINESS
VS
19% in rich Western countries

11. Global Strategy Gen Y: Millennials January 16th
Millennials are…
Multilingual
Global-minded
Digitally native
Let’s see our statistics…
Return to home country
Stay in the US
Go to another country
Harvard research …
Only 26% planned to return to their home state
after graduation; 64% planned to work in New York,
California, Massachusetts or Washington, DC.
II. MILLENNIALS AS EMPLOYEES
Migration

12. Global Strategy Gen Y: Millennials January 16th
II. MILLENNIALS AS EMPLOYEES
Results
Results from a survey taken by 39 students of the Bachelor of Science in International Business (BSIB) at Northeastern University.
Boston, MA.
January 16th, 2019.

13. Global Strategy Gen Y: Millennials January 16th
Millennials are…
Multilingual
Global-minded
Digitally native
Let’s see our statistics…
Return to home country
Stay in the US
Go to another country
Harvard research …
Only 26% planned to return to their home state
after graduation; 64% planned to work in New York,
California, Massachusetts or Washington, DC.
II. MILLENNIALS AS EMPLOYEES
Migration

14. Global Strategy Gen Y: Millennials January 16th
DENMARK “FLEXICURITY”
Hiring and firing becomes
easier for companies
SUPPORTING UNEMPLOYEES
Helping them with
retraining and finding
new jobs
LOWER MINIMUM WAGE
Which protects current
employees but makes it harder
for young people to find a job
ELIMINATE RIDIG LABOR LAWS
Which result in more
reasons for companies to
not hire nor fire people
100%
of governments have
policies to reduce
migration from other
countries
II. MILLENNIALS AS EMPLOYEES
Government

15. Global Strategy Gen Y: Millennials January 16th
x2 Global GDP would double
If all international borders
were completely open.

16. Global Strategy Gen Y: Millennials January 16th
ELDERS
"Millennials are at least
twice as likely as their elders
to be unemployed"
(The Economist, 2016)
HOUSING
"Over-regulation has doubled the cost
of a typical home in Britain. Its effects
are even worse in many of the big cities
around the world where young people
most want to live".
(The Economist, 2016)
Limitations
III. MILLENNIALS AS CITIZENS

17. Global Strategy Gen Y: Millennials January 16th
• Racism
• Gender equality
• Homosexuality
SUSTAINABILITY
Benefits
TOLERANCE
• Impact investing
• Universities
III. MILLENNIALS AS CITIZENS

18. Global Strategy Gen Y: Millennials January 16th
We Must Stand Up For Ourselves
"Signing online petitions is no
substitute for voting (…) When the
young show up at polling stations,
democratic governments will heed
their views (…) And when the
millennials start calling the shots more
widely in society, they will do so for a
long time.”
(The Economist, 2016)
III. MILLENNIALS AS CITIZENS

19. Global Strategy Gen Y: Millennials January 16th
ALLY BANK
FLEXIBILITYAIRBNB
SAPPHIRE RESERVE
EXPERIENCES
EVERLANE
COFFEE SHOPS
TRANSPARENCY
New Clients’ Characteristics
IV. MILLENNIALS AS CUSTOMERS

20. Global Strategy Gen Y: Millennials January 16th
( Tinder )
LOVE APPS
(Crosley )
VINYL
( Fintonic )
DIGITAL BANKING
New Emerging Products
IV. MILLENNIALS AS CUSTOMERS

21. Global Strategy Gen Y: Millennials January 16th
EMPLOYEES
CITIZENS
CUSTOMERS
Three Identities, One Generation
V. CONCLUSION

22. Global Strategy Gen Y: Millennials January 16th

23. Global Strategy Gen Y: Millennials January 16th
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https://www.economist.com/the-economist-explains/2018/10/10/how-established-firms-are-winning-over-millennial-consumers
The Economist a. (2017, November 25th). Generation SRI: Sustainable investment joins the mainstream. The Economist. Retrieved from:
https://www.economist.com/finance-and-economics/2017/11/25/sustainable-investment-joins-the-mainstream
The Economist b. (2018). Generation Gap: Established Firms Try Dancing to a Millennial Tune. The Economist. Published October 4th, 2018. Retrieved
January 14th from https://www.economist.com/business/2018/10/04/established-firms-try-dancing-to-a-millennial-tune
The Economist c. (2016). Special Report: High Hopes Meet High Fences. The Economist. Published Januart 23rd 2016. Retrieved January 13th from
https://www.economist.com/special-report/2016/01/23/high-hopes-meet-high-fences
The Economist d. (2016). Special Report: The Walled World of Work. The Economist. Published Januart 23rd 2016. Retrieved January 13th from
https://www.economist.com/special-report/2016/01/23/the-walled-world-of-work

24. Global Strategy Gen Y: Millennials January 16th
The Economist e. (2016). The millennial generation. Young, gifted and held back. The Economist. Published January 23rd, 2016. Retrieved from:
https://www.economist.com/leaders/2016/01/23/young-gifted-and-held-back
The Economist f. (2016). The young. Generation Uphill. The Economist. Published January 23rd, 2016. Retrieved from:
https://www.economist.com/special-report/2016/01/23/generation-uphill
The Economist g. (2016). When the young get older, their time will come. Published January 23rd, 2016. Retrieved from:
https://www.economist.com/special-report/2016/01/23/their-time-will-come
Dukes, E. (2016). Millennials Are Eliminating 3 Workplace Trends in 2017. iOffice. Retrieved September 14th from https://www.inc.com/elizabeth-
dukes/3-workplace-trends-millennials-are-eliminating-in-2017.html
Ladge, B. (2018). Work-Force Trends. Lecture Presented at Northeastern University, Boston, September 2018.
Treu, W. (2018). An Easy Fix to Dealing with Generational Gaps in the Work Place. Environments. Retrieved January 13th from
https://www.sgenvironments.net/single-post/2018/02/28/An-Easy-Fix-to-Dealing-with-Generational-Gaps-in-the-Work-Place
Sinek, S. (2016). Millennials in the Workplace. Youtube. Retrieved January 13th from https://www.youtube.com/watch?v=hER0Qp6QJNU
REFERENCES

25. GenY:MillennialsEMPLOYEES, CITIZENS AND CUSTOMERS
Global Strategy
Veronica Real de Asúa and Catalina Manzano
Bachelor of Science in International Business
presented by :