transition era. New parenting and social
rights have created ‘spoilt’ millennial
kids. These kids demand independence
even when they cannot take care of their
pee stuff. They demand to be treated in a
certain way like they were born holding
an upbringing manual. They are so
individualistic that all they mind is to
preserve their feeling. Anything you try
to instill in them, you hurt their feelings.
They are spineless. They lack the substance
that formed the grit in their parents and
grandparents.
With the millennials being the majority
of our employees and consumers, a lot has
shifted, and a complete social restructuring
is required. The softer issues have taken
the front seat. We are talking about
taking care of feelings before character
and grit. When you put these millennials
under pressure, they crumble at a very
low threshold. Big part of management
today, is also about parenting. These kids
have been shielded from the realities and
harshness of life, and the first place they
confront full authority is at the work place.
As consumers, millennials will demand
that you, and your products, or services,
take care of their feelings first. They want
flexibility, they want independence, and
they want convenience. Their spending
priorities are also spontaneous.
During our time, you couldn’t buy a car
if you were still renting. We cooked our
foods at home, we washed our clothes.
Today, they order ready foods, they have
house helps, even when living alone, they
have washing machines. And, they are
willing to spend on anything that makes
them look cool. These are guys who will
We are living in the transition era. New par-
enting and social rights have created ‘spoilt’
millennial kids who demand independence
even when they cannot take care of their
pee stuff. They demand to be treated in a
certain way like they were born holding an
upbringing manual. They are so individual-
istic that all they mind is to preserve their
feeling. Anything you try to instill in them,
you hurt their feelings. They are spineless.
They lack the substance that formed the
grit in their parents and grandparents.
spend without any historical poverty
baggage.
These millennials also want to feel trusted
and left alone to do their stuff. So how
does your product, service, and method
ensure that? Relationship building, lots of
talking, and providing what the company
promises, will achieve that. Relationships
and trust is consolidated by openness and
truthfulness. A lot of what used to be
company secrets, is now being discussed
openly. If the company is not making
money, or is facing some difficulties,
consumers and employees will need to
know.
When mistakes happen, they want to be
told the truth. They are moving out of
‘faultless-paradise-type’ of picture that
we paint in relationships. Trump, and
Akothes’ of this world are a product of
this. They are admired for standing for
what we all know is the reality but refuse
to acknowledge because we want to
conform.
The millennials want flexibility too. With
the new technology, independence of
choice, and convenience, flexibility is
becoming paramount. I want to get what
I personally need, and not what everyone,
or the majority wants. I want it when I
need it, and not when it’s convenient to
the companies providing it. I want to pay
for what I have used, and not for all that
is offered.
Success in these new business topography,
will only be achieved with increased
productivity. That means choosing where
and with whom to work, choosing the
best activities and processes to drive
performance, and reduced waste.
On the other hand, we are called to learn
how to take care of the soft issues of staff
and customers. We are called to make
products, services, deliveries, payment
methods, and after sale support flexible.
And when mistakes happen, we will be
called to be honest with our information
and response.
Herman Githinji is a seasoned
marketing practitioner and law
graduate from the University Of
Nairobi. Currently the CEO Bidco
Land O’Lakes Company that makes
quality Animal Feeds using American
Technology. You can commune with
him on this and related issues via email
on: [email protected].