Bill Sussman on Millennials: “Authenticity Works”

June 13, 2014
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Born between the years 1984 and 2002, the 80 million-plus people that make up the Millennial generation are one of the most critical (and currently, most targeted) marketing demographic groups out there. The emergence of this generation and its impact on shopping, marketing, and more was the focus of a two-part series on “8th and Walton.” Along with Denise Natishan from Cameron Smith & Associates and Fernando Salido from IRI Worldwide, Collective Bias CEO, Bill Sussman, provided key insights on what Millennials desire and expect from their workplaces, the brands they follow on social media and the ways they shop.

Millennials will make up 75% of the workforce by 2025, according to the news segment. How does this play into the workplace? Bill shared that they are the most-connected of any generation, meaning this should not change during work hours. A strongly-connected and authentic company culture is essential to fitting the environment Millennials crave at their everyday jobs.

To find out how authenticity also plays into retail and social space interactions with Millennials, watch part one of the 8th and Walton segment here.

 

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