7.1. CONNECTING WITH MILLENNIALS

Everyone is trying to reach these so-called slacker elites, and everyone is consistently failing to do so. The result has been an exasperated profusion of op-ed dismay over a work force that has hardly passed the fetal stage. The Millennial classification includes individuals between the ages of 13 and 30, approximately. That means that although this generation has, at best, less than 10 years of active work experience, we have already branded them unfit for duty.

Meanwhile, the businesses, movements, and politicians that are embracing these youngsters are thriving. Millennials tend to be extremely loyal to brands, motivated by morals and ethics over dollars and cents (think Whole Foods versus Walmart), and technologically savvy. Facebook, Twitter, and blogosphere campaigns disseminate staggeringly in-depth ideals and information to large cohorts of this generation in minutes or even seconds. If you push a Millennial's button, they'll post it, tweet it, and blog about it. That goes for the good and the bad.

Push a Boomer's button, by comparison, and they'll tell a neighbor—maybe two. Sure, there are some technologically savvy members of this generation as well, but the compounded power of word of mouth is decidedly concentrated among Millennials. Therefore, your goal is to get this group actively involved on your behalf. It's foolish to write them off as over-privileged since these people will work for you free of charge in the realm of social ...

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