UNWIRING	  SINGAPORE’S	  MILLENNIALS	  
The	  Millennials	  People	  born	  in	  the	  Digital	  Age	  who	  have	   always	  had	  the	  internet	  in	  their	  ...
 What	  we	  don`t	  want	  to	  focus	  on	  
Reality	  check	  Real	                      Virtual	  world	                     world	      REALITY	  for	  Millennials	...
My	  world	  =	  Communal	  cocooning	  	  
‘Full	  control’	  
Self	  image	  
‘CAN	  DO’	  GENERATION…	  SoluSons	  are	  always	  available	  
The	  result	  •  They	  see	  themselves	  as	  very	  different	       –  “We’re	  open	  to	  change	  &	  advancement”	...
SO	  WHAT	  IS	  DRIVING	  THEM?	  
The	  psyche	  Driven	  to	  progress	  
Psyche:	  Millennials	  must	  have	  a	  sense	                 of	  momentum	  
ATTITUDES	  &	  BEHAVIOURS	  TOWARDS	  WORK	  
Want	  it	  now	  •  They	  want	  	      –  instant	  progress	      –  instant	  success	  •  So	  when	  it	  comes	  t...
I	  want	  to	  be	   significant	  now	  •  Not	  willing	  to	  wait	  &	  work	     their	  way	       –  “I’ve	  done	 ...
Upgrade	  now	  •  Obsessed	  with	  upgrading	  •  Not	  necessarily	  ‘improving’	     themselves,	  but	  more	  about	...
Search	  for	  true	             meaning	  •  Millennials	  	  are	  looking	  for	  a	  job	     with	  meaning	        –...
Passion	  •  Result	  is	  very	  few	  Millennials	  are	  truly	     ‘passionate’	  about	  their	  jobs.	  Highest	    ...
TRAVEL	  INDUSTRY	  AS	  EMPLOYER	  
A	  problem	  of	  percepSon…	                     Not	  for	  ‘smart’	  people	                           Not	  professio...
A	  big	  perceptual	  gap	  Psychologically	  driven	  to	                   Offers	  li]le	  opportunity	  progress	  &	 ...
How	  the	  travel	  industry	  a]ract,	  retain	  and	  opSmise	  Millennials	  IMPLICATIONS	  
1.	  Rethink	  job	  frameworks	  1.  Offer	  jobs	  that	  are	  perceived	        as:	  -­‐  ‘Worthwhile’:	  doing	  some...
2.	  ReposiSon	  Travel	  industry	  Psychologically	  driven	  to	                                    Offers	  li]le	  opp...
The	  perfect	  example	  
Laurenz	  Koehler,	  Managing	  Partner	  	  Laurenz.koehler@duxtonconsulSng.com	  DUXTON	  CONSULTING	  
Unwiring Singapore’s Millennials
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Unwiring Singapore’s Millennials

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Unwiring Singapore’s Millennials

  1. 1. UNWIRING  SINGAPORE’S  MILLENNIALS  
  2. 2. The  Millennials  People  born  in  the  Digital  Age  who  have   always  had  the  internet  in  their  lives.   Under  25  years  of  age  
  3. 3.  What  we  don`t  want  to  focus  on  
  4. 4. Reality  check  Real   Virtual  world   world   REALITY  for  Millennials   No  difference  
  5. 5. My  world  =  Communal  cocooning    
  6. 6. ‘Full  control’  
  7. 7. Self  image  
  8. 8. ‘CAN  DO’  GENERATION…  SoluSons  are  always  available  
  9. 9. The  result  •  They  see  themselves  as  very  different   –  “We’re  open  to  change  &  advancement”   –  “We’re  much  more  global  &  connected”   –  “We’re  cri8cal  thinkers…  we  ques8on  the  norm,  we   don’t  just  blindly  follow  the  machine  •  Believe  the  ‘old  way’,  the  ‘old  mentality’  is   inefficient   –   given  the  opportunity  they  probably  could  do  a  beBer   and  more  efficient  job  •  A  generaSon  of    confident  ‘empowered’   individuals……who  operate  in  an  intensely   communal  environment  
  10. 10. SO  WHAT  IS  DRIVING  THEM?  
  11. 11. The  psyche  Driven  to  progress  
  12. 12. Psyche:  Millennials  must  have  a  sense   of  momentum  
  13. 13. ATTITUDES  &  BEHAVIOURS  TOWARDS  WORK  
  14. 14. Want  it  now  •  They  want     –  instant  progress   –  instant  success  •  So  when  it  comes  to  work/ career  they  tend  to  be   focused  on:   immediate  results,  &  less   concerned  about  the  long   term!  
  15. 15. I  want  to  be   significant  now  •  Not  willing  to  wait  &  work   their  way   –  “I’ve  done  a  degree,  so  why   would  I  want  to  start  my  career   shovelling  poop?”  •  Prefer  to  work  for  a  big   name  ‘status’  brand  today  so   that  they  can  ride  on  it’s   significance  now  •  This  also  fills  them  with  self-­‐ belief   –  “Give  me  the  opportunity  now   and  I  won’t  let  you  down”  
  16. 16. Upgrade  now  •  Obsessed  with  upgrading  •  Not  necessarily  ‘improving’   themselves,  but  more  about   adding  a  ‘premium’  to  one’s  self:   –  new  skills  added  to  their  CV   –  New  achievements  are   milestones  in  their   development,  ie  overseas   trip,  industry  courses  •  With  each  upgrade  comes  even   greater  expectaUons:   –  Pay  increase,  be]er  Stle,  respect,   status,  etc.  
  17. 17. Search  for  true   meaning  •  Millennials    are  looking  for  a  job   with  meaning   –  In  what  they  do   –  Their  role  within  the  team   –  In  how  they  can  progress  with  it  •  In  absence  of  that  emphasis  on   money  &  status  –  anything  that   recognizes  their  progress.  •  If  meaning  and  money  is  short,   they  are  quick  in  changing  jobs   and  even  industry  
  18. 18. Passion  •  Result  is  very  few  Millennials  are  truly   ‘passionate’  about  their  jobs.  Highest   percentage  of  ‘disasUsfied  with  my   job’  employees*  •  Any  ‘Passionates’  were  all  in   customer  interacUon  employment:     –  Sales,  customer  service,  nursing,  etc  •  Possibly  due  to  them  receiving  direct,   posiUve  ‘feedback’  from  their   customers  which  recognises  that  they   are  mastering  new  skills,  and  making   a  difference   *WDA  study  2012  “Employee  needs”  
  19. 19. TRAVEL  INDUSTRY  AS  EMPLOYER  
  20. 20. A  problem  of  percepSon…   Not  for  ‘smart’  people   Not  professional   “Not  an  industry  that   “Everyone  would  rather   aBracts  really  talented   work  in  an  office  in   people”   Raffles  Place.”   “It’s  low  paying,  so  they   “I  want  my  friends  to   don’t  even  want  good   know  I’m  doing  well”   people”   Embarrassing   Serving  a  no-­‐no  “I  tell  people  I   “In  this  society,  you  work  in  marke8ng   shouldn’t  be  in  a  job  first,  tourism   where  you  serve.”  second.”   “I’ve  studied  for  4  years,  “People  always   I  don’t  want  to  be  a  assume  you’re   server…”  wearing  a  costume  or  a  8cket  seller.”  
  21. 21. A  big  perceptual  gap  Psychologically  driven  to   Offers  li]le  opportunity  progress  &  advance   for  advancement    
  22. 22. How  the  travel  industry  a]ract,  retain  and  opSmise  Millennials  IMPLICATIONS  
  23. 23. 1.  Rethink  job  frameworks  1.  Offer  jobs  that  are  perceived   as:  -­‐  ‘Worthwhile’:  doing  something   that  makes  a  difference    -­‐  Challenging:    learning  and   achieving  new  skills  -­‐  Progressive:  offers  a  clear  path   for  personal  development  and   greater  income  -­‐  RecogniUon:  ‘status’  8tles  &   constant  performance  feedback   are  cri8cal.  
  24. 24. 2.  ReposiSon  Travel  industry  Psychologically  driven  to   Offers  li]le  opportunity  progress  &  advance   for  advancement     •  Close  the  image  gap  
  25. 25. The  perfect  example  
  26. 26. Laurenz  Koehler,  Managing  Partner    Laurenz.koehler@duxtonconsulSng.com  DUXTON  CONSULTING  

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