Millennials, poised to become the biggest generation in the workforce and the leaders of tomorrow, are less homogenous in attitudes and aspirations than commonly believed. A global survey of Millennials highlights the differences among this generation in the different regions of the world, and even with different countries in those regions. (Editor's Note: this article is based on Part 5 of the survey.)
Many business leaders tend to paint all Millennials with the same brush — as young people who on one hand refuse to compromise on work-life balance issues while at the same time expecting fast-track careers without ‘paying their dues’.
A global study of 16,000 Millennials in 43 countries — conducted in 2014 and co-sponsored by the INSEAD Emerging Markets Institute, the HEAD Foundation and Universum — reveals that Millennials not only differ from region to region, but even from country to country within those regions of the world. Here are some examples:
In analysing the results, the researchers found four categories of respondents from the different regions (listed from largest to smallest):
Although part five of this seminal survey reveals the differences in Millennial attitudes that exist even from country to country, it would be difficult for a global company to tailor its talent communication strategy to every country. However, it is possible, for those in charge of talent recruitment and retention, to take into account Millennials attitudes and aspirations at the regional level — or perhaps even for clusters of countries when dealing with regions as disparate as Western Europe or the Asian Pacific region. In Europe, for example, Millennials from Sweden and Norway, Germany and Austria, and Spain and Italy share many of the same views and preferences. Of course, even within a single country, Millennials are not going to be a monolithic group of people. Nevertheless, the regional and clustered-country differences highlighted in the INSEAD survey can help provide some general directions and goals for a company’s efforts to attract and keep Millennials.
We Are More Different Than You Think: A Look at the Diversity of Millennial Ideas and Attitudes Within Regions, and the Implications for Employers. Henrik Bresman. Part Five of Understanding a Misunderstood Generation (2014).
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