The “Startup Generation” Just Wants to Work for These Big Companies

Our data on the 10 companies that Millennials want to work for most reveals that the generation just wants to be employed by big brands and organizations…

When Ypulse asked 18-35-year-olds about their current personal goals, getting their dream job was in the top ten list, and 92% tell us having a meaningful career is important to them—but what that meaningful career looks like has surprised some.

We’ve long debunked the myth of the entrepreneurial Millennial being the generational norm. Instead, as they’ve aged up we’ve found that Millennials have gravitated towards jobs that make them feel safe—and that stability is more often than not found at big companies and organizations. After all, those are the places that are more likely to stay alive during another recession, and this is a generation that has learned that layoffs can always be right around the corner. Our Millennial Employee Handbook found that over half would rather work at a large established organization with many employees than a small start-up-like company with few employees.

But it’s not just about their day-to-day reality. Their desire for stability is so great that even their dream jobs are more likely to be with big brands than at their own fledgling venture. When we asked 18-35-year-olds, “If you could work for any company in the world, what company would you most like to work for?”* in our most recent survey on employment and careers, here’s what we found:

*These were open-end response questions to allow us to capture the full range of companies that 18-35-year-olds are interested in working for—without our preconceived ideas shaping their responses. As with any qualitative question, the responses include those that are top of mind and those that are most popular. The list is ordered according to number of…

 
 

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Quote of the Day: “It's free to walk to work and I get some exercise in.”—Female, 26, NY

Niche beauty brands have blurred gender lines at their core—can large cosmetics companies play catch up without seeming “disingenuous”? Milk Makeup and Fluide have built their brands on being inclusive, but larger brands sometimes strike consumers as hopping on the band wagon when they try to do the same—especially since they created so many of the gender norms they’re now rallying against. The best way for them to get in on the trend? Start by making their hiring process more inclusive both “behind the lens” and in front of it. (Fast Company)

Starbucks thinks the “health and wellness” trend is to blame for declining Frappuccino sales. Despite marketing efforts like the Unicorn Frappuccino, syrupy drink sales are down 3% from last year. However, rivals like McDonald’s and Dunkin' Donuts could be stealing sugary beverage sales from the coffee giant, meaning young consumers’ penchant for healthification isn't necessarily the culprit. In fact, McDonalds recently debuted two new frozen drinks that earning praising on Twitter. (NYPFox News)

Apple is getting into kids’ content, teaming up with Sesame Workshop for a slate of original shows. Live-action, animated, and puppet-based series will be included in the programming, but Sesame Street itself is not part of the deal. There are no details yet on where Apple will release the shows, meaning they could either shop them to another platform or debut them on their own streaming platform. Considering that Apple has several original program deals in the works, they could be looking to bulk up their own bid in the streaming wars. (Kidscreen)

Twitter and Tumblr posts are getting a new lease on life—as screenshots on Instagram. While young users of Twitter and Tumblr have declined, Ypulse’s Social Media Trackerfound that over half of 13-35-year-olds use Instagram daily. Instagram is the preferred place to post memes, despite many accounts creating their content elsewhere. Why do they switch platforms to post? Instagram’s Discover tab allows faster browsing than Twitter, while Instagram images are displayed in full rather than being cut off, like they are on Twitter. (The Verge)

Eggo sales are down in between seasons of Stranger Things. Yes, the sci-fi series has that much influence on the frozen waffle’s revenue. One Eggo executive explains that they “quickly leveraged the [resulting] consumer engagement” from the show, and it paid off: sales jumped 14% in the fourth quarter of 2017 and 9.4% for the first four months of 2018. However, fewer people are binging the Gen Z & Millennial favorite these days, so Kellogg’s frozen pancakes, waffles, and French toast sales have slowed to just 1.3% year-over-year. (CNN)

Quote of the Day: “I fell in love with trance music.”—Male, 23, NY

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