What Millennials Feel

“Millennials are more aware of society's many challenges than previous generations and less willing to accept maximizing shareholder value as a sufficient goal for their work. They are looking for a broader social purpose and want to work somewhere that has such a purpose” - Michael Porter



The first step in understanding what Millennials value is to note that they see themselves as agents of change – 60% believe that their generation has done more than any other to address discrimination and inequity. This sets the scene for many of their deeply held convictions.


Multiculturalism became a topic of conversation in Australia well before their time, and despite only 8.4% of Millennials having been born overseas, 57% of Millennials enjoy being surrounded by different cultures which they see as influencing their foods, purchase decisions and household consumption patterns. Their embrace of diversity extends to 74% believing in gender fluidity and 68% agreeing that as a culture we’re more open to hearing diverse voices than ever before. In a similar fashion, people with disabilities make up a relatively minor proportion of Millennials (7%), but with 67% of Millennials committed to building a more equitable culture, they are strong supporters of inclusivity in the community and workforce.




Consistent with a strong desire to improve the world, over one in three Millennials (36%) are extremely concerned about climate change. This concern translates into pessimism, with 54% feeling that we have already reached the point of no return, these are probably the same 50% who try to purchase environmentally friendly products of which plastic products are a particular focus for 34%.

Nearly one in two (49%) of Millennials feel attached to their local community. Their attachment has helped them understand the challenges faced by local businesses with 96% feeling that the importance they attach to shopping locally has increased since the pandemic. Interestingly, 70% expect to continue to make an extra effort to support local businesses after the pandemic. 





Marketers are often challenged to identify the emotional triggers for different market segments. For Millennials, family relationships are the single most important determinant of their happiness. Millennials have often been characterised as being less consumerist than Baby Boomers in particular, and personal wealth is a key driver of success for only one in four (26%) of Millennials.



Factors that they view almost equally important for their personal happiness and success in life include looking after their health, being able to travel and being close to friends. These provide interesting opportunities for marketers who are trying to level multiple customer emotions. The pandemic has changed the lives of 66% of Millennials and has led significant proportions to experience varying degrees of negative emotions that may have been amplified by reduced physical activity during shutdowns. 





Written by Grant Davidson
Grant is the founding partner and head of strategy at Davidson Branding. Over his 30 year career, Grant has developed world’s best practice knowledge and expertise through his studies at Harvard Business School and his experience working with global leading brands.
Follow Grant Davidson on LinkedIn

Related Posts