“If You've Seen One, You've Seen Them All!” Are Young Millennials the Same Worldwide?

Abstract

The values of coming-of-age millennials in the United States, Sweden, and New Zealand were studied to determine if their values are similar, thus enabling marketers to stress the same values panculturally. While similarities were found on some value dimensions, many differences were noted as well. U.S. and Swedish millennials were most different from one another while New Zealand millennials were more similar to U.S. respondents than Swedes, a finding consistent with Hofstede's model of cultural values. The findings support the need to understand cohort-based values and cultural values in designing a marketing strategy targeting millennials across cultures.

So, are early career researchers the harbingers of change?

“…There are other reasons for studying ECRs than their newness or youthfulness: ECRs typically constitute the largest body of researchers in the higher education sector (Jones, ) and in some countries, such as China, can be counted in the tens of millions (see www.most.gov.cn/kjtj/201803/P020180305380063904804.pdf in Chinese). ECRs are recognized as being among the most creative and energetic researchers and, as such, constitute a vast pool of global talent that can play a central role in knowledge economies (Friesenhahn & Beaudry, ). There are their millennial beliefs about openness, sharing, and transparency (Anderson & Rainie, ; Taylor & Keeter, ), which apply across all nationalities (Schewe et al, ), and ECRs can conceivably be the harbingers of disruptive change in research and innovation systems according to Boulton () and LERU (). They provide a powerful lens through which to investigate the scholarly communications system because they are the research workhorses. Thus, our data show that they are authors; reviewers (usually as proxies for their mentors); and sometimes sit on editorial boards and lead research groups and undertake most of the fundamentals, such as searching, discovery, and referencing.…”

“…• There are their millennial beliefs about openness, sharing, and transparency (Anderson & Rainie, 2010;Taylor & Keeter, 2010), which apply across all nationalities (Schewe et al, 2013), and ECRs can conceivably be the harbingers of disruptive change in research and innovation systems according to Boulton (2011) andLERU (2010).…”

Defining generational cohorts for marketing in Mexico

“…Several studies focus on generational cohorts outside of the U.S.: Schewe and Meredith (2004) identify generational cohorts in Russia and Brazil; Egri and Ralston (2004) compare generational cohorts in China and the U.S.; Fukuda (2010) compares vehicle expenditure for different generational cohorts in the U.S. and Japan; and Schewe et al (2013) compare generational cohorts in the U.S., New Zealand, and Sweden. Meredith et al (2002) indicate that younger generational cohorts are converging around the world because of globalization in communications, as the use of the Internet has become increasingly common in many countries.…”

Confident millennials: Differences in consumer confidence across five generations

“…Some suggest that the Swedish MG may be different from MGs in other developed countries as they will have experienced some events that are unique to Sweden (Schewe et al, 2013). Many of these events are not, however, likely to affect the generation's economic confidence.…”

“…Equally as large as the Baby Boomers, or in some countries, even larger, is the Millennial Generation, which was born between 1985 and 2000 (Schewe et al, 2013). They experienced a similar macroeconomic environment as the Baby Boomers during their formative years, but may have different attitudes because they grew up in a world of computers, mobile phones and the Internet.…”