Let me start at the beginning.
This thought has entered my mind repeatedly over the last couple of years.
Usually, it occurs when I’m looking at research about consumer trends. Consumer research is, essentially, the study of people. It provides a window into the minds of individuals and communities. Lately, it's been telling me that...
So, what is the something? Well, evidence suggests that a major change is taking place in the world, and it revolves around people. Evidence like:
- The collapse of long-standing institutions that were considered permanent.
- The rise of a ‘shadow economy’ that now employs half the world’s workers (and will employ 75% of them in less than a decade).
But perhaps most important, a phenomenon is occurring that has never happened before in history. I’m talking about the Millennials (people currently under 30 years old), the biggest generation ever, who now make up over HALF of the world’s population! Their impact promises to be both exciting and profound, because, simply stated, this group is determined to improve the world.
Even more fascinating, new research suggests that the most significant changes will be driven by a small subset of the Millennials, about 11 percent to be exact, because they possess particular qualities, such as an optimistic mindset, quick adaptability to new technologies, and a unique ability to problem-solve in ways that are both aspirational and practical. Plus, they have a natural ability to attract communities of supporters. That's how you get things done!
These people really want to discard institutions and beliefs that are no longer relevant in a modern context (there seem to be a lot of them!) and create new ones that are better suited to the needs of society today. That may be why historians believe this moment in time will be as significant as the Renaissance and the Industrial Revolution!
So, who are they, this 11 percent? Where are they? What is the preferred future they are envisioning? What are they doing to make it a reality?
That’s what I’m going to explore in this blog.
I’m going to seek out these ambitious Millennials – wherever they are in the world (because they are everywhere) – and engage them conversations about the momentous universal experience that has begun and the role they are playing in driving it.
I hope you’ll join me on the journey.