Millennials, the generation after Generation X (making them Generation Y), born in the 1980’s and 1990’s, have their own demographic group. If you have a millennial client (or opposing party) in a negotiation or mediation appealing to emotions may be the way to motivate them and convince them to make certain decisions or see things a certain way, according to a study discussed in Science Daily.
Who millennials are and how they make decisions is the subject of much study.
- Millennials want to find purpose in their toil and their career and while Gen X’ers live to work, many in Gen Y work to live, according to an article in Forbes magazine.
- Millennials have multiple passions and are more global than their predecessors. One survey showed 70% say they would like to work abroad at some point during their lives.
- Transparency is important for millennials. For instance, they want to know where their food comes from and how it’s processed.
- They’re opinionated, have their own tastes, are socially and environmentally conscience, often making purchases that feel good to them and are good for the environment.
- By one estimate 95% of millennials make purchases based on whether a product comes from a company perceived as socially responsible.
- Industry must keep up with millennials’ high-speed, digital-age expectations, if they’re going to gain and keep them as customers.
Though some label millennials as selfish, research from Concordia University shows they aren’t so self-centered when supporting charities, if marketers use the right tactics for each gender.
- When asked to support charities millennials respond best to social media campaigns emphasizing how others benefit rather than how they benefit themselves.
- The study proposes that while women’s innate empathy results in action, men need to be approached with an emotional appeal showing the underlying moral value of how their support benefits others.
If you’re trying to convince a millennial to take a certain action or see things your way in a negotiation or mediation, you may want to try to,
- Make the process and reasons as transparent as possible,
- Discuss why their decision will have greater purpose,
- Discuss the morality of the decision,
- Address why they would “feel good” about this decision,
- Appeal to their emotions and discuss how others may benefit, and
- Discuss how your proposal is the more moral path to choose.
Transparency, morality and an emotional appeal may work for any number of people, no matter their age. Everyone is an individual and an appeal that may work with one millennial may not work with another, but if a client or opposing party belongs to Generation Y, these methods may work for you.