Generation-Y Marketing

In this episode of Tj's Hard Talk, we reviewed the behaviour of Generation Y. Individuals will be taken through the way they operate, move, think and how differently they manage in the world today.

Teenagers and young adults (the so-called Generation Y) have watched with horror as their parents have worked punishing hours in their scramble for money and status. Now, as this group branch out in search of jobs, they have different priorities. They care less about salaries, and more about flexible working, travel times and a better work-life balance. In response to this shift, employers are having to meet these demands.

The lack of significant downturn in the economy over the past decade and a half has contributed to driving this new attitude of Generation Y, say experts. A research by Talentsmoothie 'Generation Y: what they want from work', concluded that 'they have only ever known economic prosperity. They have many choices, which makes gap years and extensive travel the norm for them. They can work a company, or set up their own business.

They have seen their parents in stressful jobs, working long hours, and have realised that hard work for big companies apparently does not bring prosperity and happiness, or make the world a better place. They want their lives to be different. If they are dissatisfied with their jobs, they resign'.

The study also found that 85 per cent of Generation Y wanted to spend 30 to 70 per cent of their time working from home. In addition, more than half wanted a flexible working arrangement.

The top priority when choosing a job for Generation Y was 'doing work that I love', earning alot of money was way down the list in their reasons for choosing jobs, in seventh place infact. When it came to walking away from an employer, a lack of motivation was the top reason followed by a work-life balance. 'The Boomer generation [who are over 45] created the culture of long working hours and Xers [aged between 28 and 45] reluctantly accepted it,' the report said. 'But not Generation Y. While they are not work-shy, they do not live to work. They will get the job done on time, but on their own terms'.