This speed of communication has resulted in this generation being able to process
information at a very fast pace. So fast in fact that they are easily bored; they are information
obsessed. This combined with a strong entrepreneurial spirit (as a result of their parents
effusive encouragement) and an inquisitive mind means that they seek constant stimulation.
It also means that they do not suffer fools gladly and will consciously avoid people they do
not rate or respect. Generation Y set out their stall and only want to deal with like-minded
people. That does not mean that they do not want to be challenged, on the contrary they
seek stimulation. What they are looking for is similar mindsets, values and energy from their
colleagues and friends.
Generation Y are attracted to strong brands. They notice much more than just the product
itself; what it stands for (values, ethics), how the brand connects with people (via social
media and altruism), how the company respects and leads its staff. They are master
networkers who can spread the word, whether that is positive or negative, at a speed faster
than most of us can imagine. So a brand can be supported or rejected very quickly indeed.
Some observers believe Generation Y are lazy and that they just want to socialize or play
on their technical gadgets. Of course every generation has some idol participants,
however I do not agree with that view as a generalization. When Generation Y are
passionate about what they are doing there is little differentiation between personal life and
work and they can be very hard working indeed. If they are excited by a task, a job, a
cause, they will spend as much time as necessary on it regardless of which category of life
it falls in to. They are happy to work around the clock if they are given responsibility, they
can see the value of the task and they believe in what they are doing. But the freedom to
make the choice about when and where to work is high up on their list of requirements.
They will not do it if they are just told to.
Having said this however, many Generation Y are not driven by getting their manager’s job.
Yes they work hard, but many feel that the benefit of any incremental money does not
outweigh the additional pressure. They have seen their parents chained to their desks and
become stressed, all for money. Salary and status are not high on the priority list, according
to the study by Talentsmoothie, a firm that consults companies in banking, professional
services and the law on the changing workforce. Generation Y’s main concern is to do
meaningful work in an environment that gives them stimulation, responsibility, fun and
flexibility. After all, they have their parents financial support to keep them afloat. However it
does not mean that you can take advantage of this and get away with paying below the
market. Generation Y want to be respected and underpaying them is a fast track way to
alienating them.
‘‘ A strong entrepreneurial spirit (as a result of their parents
effusive encouragement) and an inquisitive mind means that
they seek constant stimulation. ’’