Millennials Would Rather Work for This Company Than Work for Themselves

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

We asked 18-34-year-olds what company they would most like to work for, and one brand was a clear favorite…

Either you’re employing the largest workforce in America’s history or you’re a part of it—and it’s undeniable that Millennials are shifting the 9-to-5. Our Millennial Employee Handbook trend detailed some major findings about these young workers, including who the next generation of managers are, how many have a side hustle, and what workplace trends are worth investing in. We found that for Millennial employees, work-life balance and flexible hours are second and third to only salary when it comes to what makes the perfect position. But that’s not to say all young adults are aiming for a future of freelancing: 60% would rather work in a company, the average ideal size being 150 people. Their need for stability and clear paths for growth are evident, especially since simply being employed is something they’re still learning to trust.

We continued our research into Millennial employees' wants and needs with our most recent monthly survey of 1,000 13-34-year-olds, focused on employment and career goals. About seven in ten Millennials are employed in some capacity, with over half employed full time. Almost eight in ten tell us they’re happy with their current jobs, and the majority don’t plan to look for another job in the next year. But what if they could have their dream job? To find out more about Millennials’ career aspirations and dreams, we asked them “If you could work for any company in the world, what company would you most like to work for?”* Once again, their practicality shone through—with a big, well-known, brand winning out over the more risky entrepreneurial choices. Here are the companies that received the most mentions:

*These were open-end response questions to…


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The Newsfeed

"I play [games] constantly until 4 in the morning. When I’m not on my game I’m checking my phone. And the whole time I’m doing all of that my desktop is on the internet.”—Male, 22, OH

Twitch is airing every episode of Mister Rogers’ Neighborhood, in celebration of the late Fred Rogers’ 90th birthday and the show’s 50th anniversary. The esports streaming service is expanding to nostalgia entertainment (which young viewers can’t get enough of), but they have a unique twist. The show will be available for co-viewing, with popular Twitch streamers chiming in from time to time. (Mashable)

Over one-third of 18-34-year-olds have stopped using a brand after hearing negative news about them, more than any other generation. Among the brands that most consumers said they gave up on were Wells Fargo, Target, Papa John’s, and Uber. However, Critical Mix and kNOW also found that young consumers are more willing to forgive a brand for bad press: While only 30% of consumers overall would use a brand again after a scandal, 41% of 25-34-year-olds would. (MediaPost)

Alamo Drafthouse is bringing back VHS—offering free rentals for Millennials that wax nostalgic for analog products. Their first store, Video Vortex, is opening in North Carolina. Not only are they “fostering a movie-loving community” with the extensive gratis collection of 75,000 titles, but they’re making money off of the added “beer, food, and merchandise.” No VHS player? No problem. They’re renting those as well. (BoingBoingEW)

Researchers were surprised to find Gen Z students were “relieved” to ditch their smartphones for a few weeks. Screen Education’s study of 62 12-16-year-olds found that 92% thought “it was beneficial” to disconnect from their smartphones while they were at camp. And even though 41% admitted they felt frustrated at times, 35% were able to cut down their use after camp and 17% convinced a friend to curb their time spent on smartphones, too. (PR Newswire)

Beauty brands love augmented reality, but an app can’t replace in-store experience. Not only did Ypulse found time and again that young consumers expect Experiencification and flock to marketing activations (like pop-ups), but brick-and-mortar locations build loyalty. People think they’re scamming Sephora when they re-do their makeup gratis, but that time-spent-in-store is really “turning the ‘scammers’ into buyers.” (Quartzy)

"I love my smart phone. It is just like my best friend [and] I just can't do without my smartphone...”—Male, 27, CA

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