Let’s face it, Millennials have a bad rap. As a Millennial myself, I have received my fair share of criticism and generalizations. We hear we’re lazy, distracted, entitled and rude.

Research begs to challenge our reputation and actually shows millennials are workaholics, they have longer track records with employers than Gen X and they have the highest desire to make a positive impact on their organization (25 percent; compared to 21 percent of Gen X and 23 percentof Baby Boomers).

Digital PR.jpg

With these stats in mind, do you think Millennials could offer positive impact on digital PR? Humor me with five reasons Millennials can transform digital PR for the better:

1. As Goldman Sachs noted, “Millennials have come of age during a time of technological change, globalization and economic disruption. That’s given them a different set of behaviors and experiences than their parents.” Millennials had no choice but to learn all the technologies in their lifetime in order to stay relevant. They adopt and adapt quickly.

2. Being the digital natives, they are more connected on the internet than any other generation. Smartphones are the quickest common information transmitter. Millennials are on-top of trend and news. In additional to social media, digital applications like theSkimm and digg make it possible to access current event immediately.

Millennials.jpgSource: GfK MRI, Spring 2015

3. Millennials have influence. Being arguably addicted to social platforms and creating content, millennials are constantly trying to grow their following. They are also being involved by liking and sharing, making e-influence broader and more valuable to their following.


4. Millennials challenge the media. They lived through the shift of the possibility of something being “fake news.” This term did not exist until the presidential election of 2016. They are holding media outlets accountable and becoming more aware of info they are sharing.

The outcomes of the US presidential election, the UK’s Brexit vote, and Italy’s recent referendum have led many to conclude that new kinds of political and leadership styles are emerging. Some commentators have even hypothesized that we live in a “post-fact” world and that 2016 saw the emergence of popular support for a new style of leadership—one that rejects the globalization agenda, promotes local self-interests, and offers radical solutions in place of gradual change. Results at Italian, UK, and US polling stations suggest this may be the case within the wider population comprising people of all generations, from the economically active to the unemployed or retired. However, within the specific group of millennials covered by this study and interviewed in countries across the globe, most seem reluctant to embrace this “new agenda”.

Millennials are looking for directness and passion, not radicalism. The 2017 Deloitte Millennial Survey

5. Millennials are the most diverse generation in history with only 55% identifying as non-Hispanic and white! This equates to more diverse ideas and thinking.

Despite critique reviews, Millennials have proven that they can have positive influence. I leave you with Millennials main areas of advice to future generations when asked what guidance they would give in regards to the workforce (Deloitte Millennial Survey):

Learn as much as possible

Begin your career open-minded and be ready to learn from others.

Work hard

Do your best and do not be lazy.

Be patient

Take your time when entering the workforce and go step-by-step.

Be dedicated

Be committed to succeeding and persevering.

Be flexible

Be open and adaptable to change and try new things.

This post originally appeared on the 4media Group blog; reprinted with permission.

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Chelsea Johnson

Chelsea Johnson

Chelsea Johnson, 4media Group's Marketing Communications Manager, has extensive roots in experiential, guerilla and activation marketing. She's been involved with planning, managing and executing national events since 2010. Event planning, project management and creative ideation come easy to her.


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