What do Latin America's millennials want?
This generation shares common traits with its international peers but the ones living inside the region present unique characteristics.
Let’s start from the beginning, what is a millennial?
Millennials are all who were born and raised in this millennium (after the year 2000), but it may also include those who were born from 84’ to the 2000’s. They are easily recognized by a rebellious and autonomous lifestyle. They do not want to follow the rules but they are interested in the easy life. The incomprehensible generation or so it seems.
The majority is independent. They are interested in generating money through their own means and that can be seen in the creation of countless digital companies; the term “freelance” has been coined by this peculiar generation. They are demanding individuals that need bi-directional feedback from their peers, whether real or virtual. In their world, if you don’t exist on the web, you do not exist in real life.
Interesting enough, millennials born from 1995 onward, Generation Z, have their own subcategory. They are considered to be lazy and arrogant. With a thirst for money and love for travelling, stability is not part of their vocabulary.
But is this just a stereotype of developed countries where they are seen as only promising consumers?
Latin America has a different breed of millennials. These individuals wish to make a difference as they seek innovative methodologies and strategies to better the market, including the implementation of technology to speed up tedious processes. On the other hand, they also need flexibility when it comes to work schedules and understanding from their leaders.
They, as well as millennials from abroad, are not scared of technology and all the changes that it brings. On the contrary, they see in it the possibility to connect with different people from around the world in the hopes to change the current society.
Latin America’s millennials seek to grow as individuals and change the course of its region. They see hope in the midst and are not afraid of a little challenge. Said characteristics should be seen as something positive because, according to study made by Universum Global, by 2020 millennials will make up 50% or more of the workforce in the world.
LatinAmerican Post | Lady Johana Ospina - @LadyOspinaV
Copy edited by Susana Cicchetto