Channeling My Inner Millennial

Mary Shea

As a very late Boomer or — as The New York Times columnist Richard Pérez-Peña likes to call us — a Boomer reboot, I find that I have Millennials on my mind all the time! I’m not on social networks for 3 hours a day; I’m just an avid user. I sleep with my smart phone on my bedside table, and I’m a pretty good multitasker. I work with a group of phenomenal Millennials at Forrester, and I now clock more than a year in terms of researching, writing, and speaking about Millennials in the workplace. As I think about our team of researchers, I’m reminded of a Forbes quote of the day that Caroline Robertson shared with me recently: “If you put Boomers and Millennials together in the same place and with the right setting and conditions, it’s amazing how they spark each other.” I wholeheartedly agree.

Check out our most recent report, “Millennial B2B Buyers Come of Age,” and see if you agree. Shanta Samlal-Fadelle and I coauthored this report, which looks at the impact that the heads-down generation is having on purchasing decisions for their firms. Although 73% of Millennials in B2B organizations tell us that they have involvement as influencers or decision makers, our research shows that B2B marketing and sales leaders are not paying enough attention to this increasingly present and influential constituency. In the report, you’ll hear directly from Millennials regarding their engagement and channel preferences, while Shanta and I provide actionable advice on how to fine-tune your approach to attract, rather than repel, Millennial buyers.

Read more