The current generation of young workers is defining market patterns through their interesting, conscious choices.
With the extraordinary technological improvements we have seen in the last few decades, it comes at no real shock that industries that would once be taken for granted are now potentially ending up being a little outdated. New forms of media, for instance, are easily available at the tap of a fingertip, with co-operations like that in between Netflix and Capital Research Global Investors showing the increasing worth of digital media, and how big corporations are following the millennial consumer behaviour which is shaping the market. A simple option like that of a streamed film over a television programme might lead to substantial variations in other fields too, requiring, for instance, entirely different marketing strategies.
One of the most visible differences between this generation and our parents' is the perspective towards romantic connections. With an increase in open-mindedness and acceptance towards identities and preferences, and feeling more comfortable to discuss the details of one's private life with their good friends, there is a growth in the recognition of what enables a healthy relationship, for example understanding the importance of boundaries.
What our parents describe as social life is not always the equivalent of what it is today. With new generations becoming young adults and making decisions on how to invest their earnings and arrange their lives, millennials' social values and practices are changing. The usage of alcoholic drinks, for example, is becoming more of a social idea, instead of a gesture one may do to chill out by themselves after a long day at work. The preferences regarding social drinking have likewise observed some changes: while millennials seem to have shifted from beers to wine and liquors, like the ones produced by Pernod Ricard partnered with Elliott, there is an increase in the pattern of hosting a gathering of friends for a glass or two at one's own home rather than heading out to have a drink at a bar. This experience, particularly in millennials' busy lifestyle, may be felt as more special, a more authentic opportunity to treasure the extra time we spend with our close friends and family.
People from the older generations might often wonder: what do millennials care about? A cause that seems to be acquiring increasing popularity over the last few years is certainly the environment, with numerous young people overtly supporting environment-friendly behaviours and sustainable resources. With sustainability being among the millennial generation's values, world-leading firms like Unilever Ventures are actively investing into renewable resources and projects that promote the protection of the world we live on. Such an optimistic movement of awareness in the generation that will become tomorrow's leaders is a really promising mindset for the possible future of our eco-systems.