ARE MILLENNIALS THE LOST
GENERATION? A GLOBAL
Millennials are often portrayed in the media as lazy, narcissistic
and entitled, but these harsh generalisations could not be further
from the truth. According to the Rise of the Millennials survey
conducted in October 2015 by Standard Life Investments,
which seeks to find what motivates millennials, it was found
that 61% of the millennials interviewed were worried about the
state of the world and felt that they were personally responsible
for making a difference.
WHO ARE THE MILLENNIALS?
Millennials are generally characterised as individuals born
from 1980 to 2000. These individuals have grown up in
a period of profound technological change, globalisation,
climate change and economic disruption. This has shaped their
world view, behaviour and experiences.
GENERAL TRENDS OF MILLENNIALS ON
For millennials, the idea of ownership is no longer prevalent.
They are reluctant to buy items such as cars, homes and luxury goods. They would rather spend money on services
that provide access to what they need without necessitating
ownership. This has given rise to the “sharing economy”.
Social justice and equality
According to Forbes, 75% of interviewed millennials said it’s
important that a company gives back to society instead of
just making a profit. To millennials brands are no longer as
important as the impact their products have on society and the
IMPLICATIONS FOR THE INVESTMENT
According to asset manager BlackRock, 45% of millennials
are more interested in investing now than they were five years
ago. And millennials are increasingly looking for investments
that reflect their social and environmental concerns.
The graphic below highlights the millennials’ clear interest
in integrating sustainability into their investment portfolios,
according to Morgan Stanley’s Sustainable Signals report of