Do You Actually Know How To

Engage A Millennial? 5 of 5.
A series of strategic memos designed to help people across all industries think differently about the
Millennial generation, in an effort to accelerate a shift in the way we engage them.
by Brian Reich and Kari Saratovsky
June 16, 2014
Is There A Leadership Gap
Among Millennials?
Introduction
Do you know how to engage a Millennial?
That was the rst question that we asked at the 2014 SXSW Interactive Festival in Austin, TX. Our
answer? Based on how most organizations market to and communicate with young people,
probably not.
While the headlines and experts would claim that young people are coddled, protected, and con-
stantly connected, the facts are very different particularly when it comes to what they want, how
to engage with them, and what it means for your work. What do we know? Millennials are post-
institutionalthey dont rely on the government, private sector, or nonprots to dene them, or
shape their behaviors. In large part, they believe it takes a blending of sectors and approaches in
order to make impact and they crave openness and demand transparency from brands and or-
ganizations where they are involved. Millennials have different expectations for their involvement
with brands, media, issues and especially social causes and they have limited time, limited dol-
lars and limited attention spans - so, if you're lucky enough to gain any of these things, you better
know what to do with it.
Based on our conversation at SXSW, we have developed a series of strategic memos designed to
help people across all industries think differently about the Millennial generation, in an effort to ac-
celerate a shift in the way we engage them.
This is the fth memo in the series: Is There A Leadership Gap Among Millennials?
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We Have A Leadership Shortage
Millennials expect to be engaged in an authentic way - whether they are connecting with a brand,
supporting a social cause, or sharing their views on an issue facing our society. They want to be
able to understand what the impact will be if they commit their time, energy or resources to some-
thing. They want to know that the same old ways of operating, and the lack of success and impact
that they believe it has delivered, wont be the driving force behind whatever happens in the future.
That is not some defense mechanism that young people have developed, it comes from a very
authentic place a true desire to change the world, to create something bigger and better than
themselves. Organizations that gure out how to develop those real, genuine relationships, and tap
into that desire for progress - as opposed to those who inict marketing onto Millennials, or defend
the status quo will be far more successful.
Taking that leap as an organization requires something more than data or good process. That type
of transformation, and future-oriented thinking is the product of strong leadership. And right now,
we have a leadership shortage. There is no shortage of people who hold positions of power and
authority, or who are put on a pedestal and given the title of leader - by the media, their supporters,
or too often themselves. But they aren't leaders. Actual leadership is in short supply. And Millenni-
als know it.
In fact, the word leader is tossed around pretty casually these days. CEOs and politicians are de-
scribed as leaders; sometimes celebrities or athletes are, as well. You often hear words like "inno-
vative," "inuential," and "accomplished" when the topic of leadership is raised, as if success is a
qualication for leadership. But are those people willing to make the kinds of sacrices necessary
to truly be leaders? Will a CEO give up their job (or their bonus) for something they believe is impor-
tant? Will a politician risk the outcome of an election to say what they believe, no matter what vot-
ers might think? Who is willing to risk everything they have achieved for a cause greater than them-
selves?
Leaders teach, guide, support and mentor people - they inuence and shape the actions that oth-
ers take, but don't necessarily prescribe how things must unfold. We dont see that very often in
the United States -- people truly standing up shoulder to shoulder for something they believe in,
and committing themselves to something larger than themselves. And around the world, the lead-
ers that we often see emerge from the most dangerous and inhumane situations are not exactly
the type of training programs we want to replicate. There are plenty of people sharing their ideas.
There are plenty of individuals and brands promoting themselves and building a following. But it's
very different when people come together around a shared interest. Millennials value that kind of
connection and want to be a part of that kind of effort.
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Hyper-Connected. Under-Engaged.
There is a signicant difference between an organized action, online or ofine, and a movement
that develops in a digital or virtual space, and then produces measurable ofine actions. Flash-
mobs are not movements. A trend perhaps, but not the foundation for meaningful change. There
are very exciting online campaigns being waged and connections being made that ultimately
have limited measurable impact on the real world. There are meetings and discussions taking
place in cafes and classrooms across the globe, that have the potential to become the foundation
for policy and innovation that will change the world. But right now, the online-only efforts are
mostly helping to build awareness, generate attention, and build the ranks of the organization be-
hind the effort nothing more. The people plotting ofine are operating in isolation, when working
together these small groups could be so much smarter and more effective.
For those of you trying to organize, engage and mobilize young people, remember that transferring
that digital engagement to a real conversation or action is necessary for real progress to be made.
And creating the mechanism for collaboration, and elevating the analog efforts of few so that they
can benet, and tap into the intelligence and creativity of the many, is not happening as needed.
The established pattern of marketing, whether it is in support of a brand or social cause, encour-
ages and celebrates big spikes in trafc and ashes of interest. These efforts use simple actions to
spur lots of participation. And then when the initial push ends, the engagement drops off. This
doesnt help to deliver the kinds of meaningful, measurable impact that is necessary greater
sales, increased voter turnout or whatever it also undermines your efforts to successfully engage
your Millennial audience.
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Lead Or Get Out Of The Way.
Millennials expect to have an impact. They are far less interested in a single hack or attack on the
status quo, and are desperate to commit to efforts that will sustain and evolve over time. What will
it take for this cohort to accomplish something of signicance? What do Millennials need in order
to become the greatest of all generations? They need leaders.
Momentum in the masses can help shape a vision or build an organization - but it cannot lead
complex change. That requires leadership people who are willing to sacrice and teach and
manage the change. Leadership is about more than branding and awareness. Individual actions
are signicant, but we are far more likely to drive change working together. That's why leadership is
about direction and change. Leaders motivate others to take their own actions, to take responsibil-
ity for their own behavior, and not simply follow others - but to do so with a shared purpose and
common objective in mind. Leaders teach, guide, support and mentor people - they inuence and
shape the actions that others take, but don't necessarily prescribe how things must unfold.
One of the key elements of leadership is thinking differently, and helping others to do the same.
Millennials are desperate for leadership individuals and organizations who they can work with to
do something important in the world. Individuals and organizations looking to engage Millennials
need to lead.
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SOLVING Big Problems
Many of the most serious political, social and humanitarian challenges we face cannot be positively
affected with a single act or a local change. Solving those kinds of complex problems will require
global buy-in and collaboration. Unfortunately, the models that have been used by past generations
are now ineffective at best, and the current approaches, in some cases, seem to be making these
problems worse. Fortunately, we have new and better options available. We have the ability to
harness mass mobilization and collective ingenuity to help create meaningful, measurable out-
comes. Truly innovative public policy, commercial products and social contracts can be created -
and dramatically transform how our society functions.
These new, more dynamic ways of solving problems will require brands, government, non-prot
and other organizations to work together and learn from each other. Here are two key elements to
help keep things aligned
1) Listen Closely. MIllennials are not shy, especially when asked to share their opinions about
what you should be doing differently. What do they know? A lot. You will have more success
when it comes to nding or creating new ideas, improving your products, and shaping your
marketing and communications plans if you welcome input and feedback from your young
audience. But that requires more than a contact us page, research study or highly orches-
trated listening tour. Take the necessary time to ask young people what they think (vs. rolling
your eyes and dismissing them because they lack experience) - and do it over and over
again. Dont create something thats polished and ready to go, then expect them to carry
forward a message on your behalf. Instead, nd ways to co-create the message or cam-
paign. Consider giving them the ability to re-mix the content and share it in the most authen-
tic ways possible. Millennials will work for you, but only when they feel they have been
brought in from the beginning, not just asked to be distribute at the end.
2) Make progress. It is critical that you make, and demonstrate, progress on the issues you
are working to address. If you commit to solving a problem, you better solve it. Big solu-
tions to complex issues like poverty, climate change, immigration, etc. will not be found any-
time soon, but small victories and evidence of forward progress will keep people engaged,
and help to deepen their commitment over time. Chart your progress. Provide evidence that
helps to show what you are accomplishing, and show how your work is having a direct in-
uence, and where more work is needed. Millennials are moved when they see the impact
of their investment be it time or dollars so dont wait until a campaign is complete, or a
goal is reached, and dont skimp on the details when explaining your success. Involve Mil-
lennials at each stage of your progress so they are invested in the nal outcome and you will
seem them more interested in being part of the journey you take to get there as well.
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About The Authors
Brian Reich is a writer, thinker and strategist for CEOs, CMOs and other leadership at global
brands, non-prot organizations, media companies, startups and political/advocacy organizations.
He is the author of two books: Shift & Reset: Strategies for Addressing Serious Issues in a Con-
nected Society (Wiley, 2011) and Media Rules!: Mastering Todays Technology to Connect with and
Keep Your Audience (Wiley, 2007).Brian has provided analysis on digital strategy, innovation, so-
cial good/social impact and related issues to media in the United States and abroad. He also key-
notes, moderates and teaches at corporations, associations, and universities around the world on
the impact of media and technology on our society.
You can email Brian at brian@littlemmedia.com. For more information, visit
www.ShiftandReset.com or follow @BrianReich on Twitter.
Kari Saratovsky is the Chief Engagement Ofcer of Third Plateau Social Impact Strategies. She
has spent her career working in both the government and nonprot sectors building strategic alli-
ances, directing programs and facilitating national efforts that advance social change. She was
Founder and Principal of KDS Strategies, Vice President of Social Innovation at the Case Founda-
tion and Executive Director of the Presidents Council on Service and Civic Participation. She is
author of Cause for Change: The Why and How of Nonprot Millennial Engagement and is a
highly sought after speaker on the topic of Millennial engagement.
You can email Kari at Kari@thirdplateau.com. For more information, visit www.thirdplateau.com or
follow @KDS on Twitter.
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