The goal: show you what your company would look like if Millennials were already in charge. After all, they are already your major consumers, leading influencers of culture and future leaders of your
Through a six-month study taking place in both the United States and the United Kingdom, we explored and identified major themes using a three-tiered approach:
- Digital ethnography – The study began with developing an online community to bring Millennials from around world to a single place to discuss various lifestyle topics . The team of anthropologists immersed themselves in this digital space where they observed patterns in
conversations and teased out the topics that were of the most importance to this generation.
- Virtual Companies – Next, two groups of Millennials (one in the US and one in the UK) were tasked with developing the business of tomorrow. This exercise was held during three in-person sessions and challenged the two groups to explore the various aspects of creating a fashion retail business (organizational structure, product development and marketing), resulting in identifying Millennials’ main approaches for creating and managing a successful business.
- Quantitative Surveys – To conclude the study, over 800 individuals were surveyed online across the US and UK to confirm and validate our findings. Topics included their viewpoints on their careers,
work environment, marketing and messaging preferences, incorporation of technology into their lives, ecology/green living and more.