Stop calling us millennials, say young people

THE word “millennial” has become synonymous with the young – but evidence suggests that they are starting to reject it.

According to research, three quarters of under-30s say they do not feel the term – for those born in the late Eighties and early Nineties – represents them and more than a third say they don’t even know what it means.

The study, carried out by marketing agency ZAK, argues that those between 18 and 30 have been misunderstood by society. The research suggests that young people have had enough of the negative connotations of the word, and experts say they may have a point.

The paper is one of a series challenging the idea that young people are selfish and work-shy.

Elisabeth Kelan, professor of leadership at the Cranfield School of Management, who has researched millennials in the workplace, agreed that many of the stereotypes about young people have come out of their economic and social circumstances.

“Much of the research is not based on really good evi- dence. I think it’s much more about the experiences that led you to have a specific mindset,” she said.

She added that she was “not convinced” that young people were less hard-working than their parents. They see it as a marathon not a sprint – it’s much more about where that job can take you in the future,” she said.

The term “millennial” came about because young people were unhappy at being called “Generation Y” – because it was too closely related to the previous group, Generation X, those born in the mid Sixties to early Eighties, added Professor Kelan.

Professor Cary Cooper, of Manchester business school, said young people were shaped by watching their parents divorce, lessening enthusiasm for romantic commitment, and seeing family be laid off during the financial crisis.