Do the Right Thing Millennial
“It’s up to me to improve the world”

Caucasian women, ages 22-37, with a median income of $40,000 and an average of $20,000 in student debt. The majority are employed part-time, jumping from one job to another. Many are students living at home with their parents, to whom they turn for personal and career advice. A minority are married with children under 10 years of age. They are likely to be pro-Democratic but not likely to have voted in the last presidential election.  They have some college but have not graduated and are seriously considering continuing with or going back to school or getting career training.

They view their job as a way to “pay the bills” rather than as an occupation they enjoy. They are very interested in flexible working hours and a relaxed work environment.  Making friends with their co-workers is not a priority, but having a tight bond with a boss who gives frequent feedback and praise and performs the role of a mentor is highly desired.  They can be impatient and sometimes will question the status quo, resenting “busy work” but being willing to learn new things. They sometimes have difficulty with verbal and non-verbal cues, which occasionally leads to miscommunication with co-workers, bosses, and friends.

Because most still live at home, they speak with their parents frequently and regularly turn to them for personal and career advice.  They spend more time thinking about friends and lifestyle than about work.  They enjoy browsing in stores and online and rank the experience of shopping as highly as the actual purchase.  Purchase decisions are based on price and the recommendation of friends and family rather than on brand-loyalty. They tend to live in the moment, choosing instant gratification over long-term goals.  They are heavy users of social media, are very likely to communicate through instant messaging, texting, Facebook & email rather than through face-to-face communication or telephone conversations, and tend to watch entertainment programs on electronic devices, so they usually have multiple devices such as smartphones, tablets and computers. They do not work out often but do view their appearance as important. They consider philanthropy and civic engagement to be very important and try to “give back” by volunteering time and sometimes purchasing items associated with a particular cause.