This article about how [Mill] will behave as CIOs misses the marks on pretty much every point. It describes how they are distrustful of big brands and tend to be risk-takers! Nothing could be further from the truth about Millennials. They tend to be very conservative in their life choices (they have been carefully guided at every stage since early childhood) and although they may not believe advertisers as much as [Boom] did, they definitely have a herd mentality to consumption.
Unfortunately the article is perpetuating several ideas about Millennials that are based on a “Generations X+1” idea. [Gen X] is known for being pragmatic individualists who are willing to take risks in an effort to survive. Many view Millennials as the same but more extreme, which is why they are sometimes called “Generation Y”. This entirely misses the true nature of generational cycles. Where X’ers are individualistic, Millennials are collectivistic. Where X’ers are cynical, Millennials are optimistic and hopeful. Where X’ers lack trust of institutions, Millennials are willing to work with and build institutions.
For example the article says:
“This is a generation that’s going to beg for forgiveness when something goes wrong but won’t ask for permission,” Thibodeaux says.
Um, no. Generation X’ers are the ones that will beg forgiveness instead of asking permission. Many managers can attest to the fact that Millennials are in their office all the time asking if they are doing things right! They are not risk-takers and they are not rule-breakers.
I can see how Gen X’ers and Boomers can get confused by the behavior of Millennials. Just because a Millennial does not get swayed by advertising does not mean they are an independent thinker. It just means they trust a different source: Their massive circle of online “friends” who influence every decision they make.
The final thing that is misguided about the article is that they are speculating on how Mills will behave when they are executives. Sorry guys, but that is a long ways off and we should be focusing our efforts on understanding how Millennials are as followers right now instead of how they will be as leaders 10-20 years from now. Most organizations are miserable at managing Millennials and believe that this generation is full of job-hoppers who will be even more mercenary than Gen X’ers were. Nothing could be further from the truth.