The 6 Types of Millennials

With more than 7.3 million of us (the Millennials – born between 1980 and 1995)  living in Canada, we are known to the previous generations for our aggressive consumption of digital media and behavioural reliance on technological advancements. This is both our fortune and folly. We’ve mastered technology to get things done faster than ever, but our sense of entitlement makes older generations joke about how we walk around the office like we “rent” the place. With our ethically sourced freshly grounded french press coffees at our desks, iPhones buzzing next to our keyboards and team building events at local microbreweries, we’re a walking reminder of the Millennial stereotype. These characteristics make it easy to cast inaccurate and grandeur generalizations that lead to the inevitable: “Damn Millennials”

“Millennials cannot be lumped into a single group defined by their age” – Environics Research

To manage us wisely is to understand that there are important distinctions between us. The “Canadian Millennials Social Values Study” groups our generation into Six Tribes that reflect different outlooks and approaches to life. When applied in company culture and employee relations, these Six Tribes give way to flexible management techniques that match value sets of employees.  Though many of us may share similar values (such as meaningful careers and experiences), our managers should spend quality time to understand our unique idiosyncrasies in order to motivate us with the best-fit: (1) approach (2) short term and long term goals (3) incentives

  • Lone Wolves –  values laying low, independence, cynicism and simplicity

      • High proportion live in Quebec
      • Likely to live in urban or rural areas
      • Most likely to live alone

  • Engaged Idealists – values meaningful career, experiences, environment and originality

      • High proportion are early Millennials (older)
      • 45% are single women
      • 7 in 10 are women

  • Bros and Brittanys – values gender roles, “work hard, play hard”, appearance and pay

      • More likely to live in the suburbs
      • Represents ¼ of Millennials
      • More likely to be single men

  • Diverse Strivers – values community, shopping and thrills, safety, status and respect

      • High proportion are late Millennials (younger)
      • 1 in 4 were born outside of Canada
      • Most likely to have household income over 6 figures

  • Critical Counterculturists – values activism, entrepreneurship, nature, meaningful careers

      • High proportion are early Millennials (older)
      • 83% have no religion
      • Nearly half are single men

  • New Traditionalists – values religion, family and duty

      • 61% are conservative protestants
      • Most likely to be married with kids
      • Almost 6 in 10 are women

Are you a Millennial? Find out which tribe you belong to here.

These tribes allow us to better understand and customize management techniques to best suit the individual. This is the ultimate Millennial Management Challenge. At Imagine HR, we provide Management Training and Toolkits to leaders to help them facilitate better relationships and motivate employees for tangible results. This is the first step in retention as well as building a strong commitment to employees for the long run. Sooner or later, you will need to develop realistic succession plans through internal candidates, so start that process now by identifying your talent potential.

Conducted by the Environics Institute for Survey Research, The Counselling Foundation of Canada, RBC, the McConnell Family Foundation and Apathy is Boring, the study includes a survey based on online interviews with 2,072 Canadians aged 21 to 36 across the country between July 6 and August 31, 2016. SOURCE The Counselling Foundation of Canada.

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The need for effective management techniques rises day-by-day as turnover rates climb higher than ever and engagement rates dip in a downward spiral. Everyone’s workforce demographic is bound to tip within the next decade. Learn to encourage and motivate employees, influence behaviours and build real relationships that reinforce your team stability. Start the process of your development before it’s too late. These are the essential people strategies that will allow you to continue expanding your business for the years to come.