Business Case for Service

Millennials Care More About Saving the World Than Receiving Credit for Their Work.

Screen Shot 2013-09-06 at 2.40.51 PMCould it be true?

HBR contributor, Dan Schawbel, dug up a study conducted by Bentley University in 2013 which found that 84% of Millennials say that, “knowing I am helping to make a positive difference in the world is more important to me than professional recognition.
This is an interesting point, especially given that it seems to contradict the well-known “fact” that Millennials are narcissistic and care too much about their own agenda and getting credit. (Think of all the awards and trophies that Millennial parents are giving their Millennial children simply for showing up) [WSJ].
Perhaps it’s narcissistic or impractical to choose a job based on whether or not a company allows me to give back, but what happens when an entire generation is similarly narcissistic? Doesn’t that just mean a movement, a sea change, a paradigm shift is happening?
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2 Comments

  1. Very cool! We have been studying the Conscious Consumer movement in America and have found that consumers are attracted to businesses and products that align with their personal values – and are willing to pay more to support these brands.

    If you’re interested in learning more, you can download our THINK Reports here: http://blog.claritycoverdalefury.com/think/

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