After a growth in sales of 30% from 2007 to 2010, green product market sales declined 2% from 2010 to 2014 in the United States. Business leaders need to incorporate sustainable business practices and use green messaging within advertisements and marketing campaigns to assure that present needs do not compromise the ability of future generations to meet their needs. This qualitative case study explored marketing strategies that business leaders in the green advertising industry use to increase the sale of green products. The social cognitive theory was the conceptual framework used in this study. In-depth interviews with 5 purposively selected business leaders with experience in advertising green products were supplemented with a review of documentation. Yin's 5-step analysis guided the coding process of participants' responses, and member checking was used to validate the transcribed data. The major themes of the study revealed strategies used in green advertising. The themes that emerged from the research include usage of social media, understanding behaviors of green consumers, and expectations of the emerging millennial generation. The implication for positive social change is the potential for increased environmental awareness that could positively affect the environment and improve effectiveness for companies that sell green products.

As a result of the passage of the Affordable Care Act, the behavioral healthcare field is experiencing an increased demand for services. This increase is based on the availability of healthcare coverage to an estimated 13.4 million previously uninsured individuals. To meet this demand for treatment, the workforce of behavioral health therapists must grow. The largest generation entering the workforce, the Millennial Generation - those born after 1980 - is believed to lack commitment to their employers, frequently vacating their positions for the next best offer. The purpose of this case study was to determine factors that both affect retention and contribute to employee turnover among Millennial behavioral health therapists, in the hope of identifying approaches for retaining them in not-for-profit organizations. This exploration used Rousseau's psychological contract theory as the theoretical lens. Secondary data from academic literature, public media, and published surveys were collected and analyzed using open coding to identify patterns and trends. Key variables influencing retention were parity in compensation, organizational culture, the opportunity to advance careers, and make a difference in the community. The implications for social change include informing policy makers and organizational leaders in behavioral healthcare about developing creative methods to increase retention. Recommendations include employer evaluation and improvement in their organizational culture and quality of relationships with their employees. The implementation of these recommendations could result in improved client outcomes, fiscal integrity, and organizational continuity.

A new generation of recent graduates and young workers, the Millennials, have started entering the workforce within the last ten years and work alongside older generations, such as Generation Xers and Baby Boomers. The limited research on Millennials suggests that Millennials are significantly different from their predecessors. The lack of robust or academic findings on the subject of Millennials and their impact in the workplace form the motivation for this research. To give clarity and cohesion on the topic of Millennials and to guide the analysis, it was necessary to develop a comprehensive taxonomy, or model, of Millennials’ traits. Two aspects of the model were investigated through the use of interviews. The results of the study do not support the existence of all of the numerous and distinct traits that Millennial have, as suggested by the literature; however, the results do support a subset of the traits. Compared to other current generations and to other recent generations of youths, the results suggest that Millennials have a greater sense of entitlement, have more unrealistic expectations, and need a greater amount of management involvement, such as supervision, structure, and feedback. Some factors outside of the model were found during the course of conducting the study. These factors may have impacted the results and possibly resulted in a false rejection of the propositions of this study. This exploratory research takes a step towards getting a better understanding of Millennials by providing a comprehensive taxonomy of Millennials’ traits and some academic findings for future research to build upon. A more rigorous study with a strengthened field methodology may better explore the impact of various factors on the results of intergenerational and Millennial investigations.

A new generation of recent graduates and young workers, the Millennials, have started entering the workforce within the last ten years and work alongside older generations, such as Generation Xers and Baby Boomers. The limited research on Millennials suggests that Millennials are significantly different from their predecessors. The lack of robust or academic findings on the subject of Millennials and their impact in the workplace form the motivation for this research. To give clarity and cohesion on the topic of Millennials and to guide the analysis, it was necessary to develop a comprehensive taxonomy, or model, of Millennials’ traits. Two aspects of the model were investigated through the use of interviews. The results of the study do not support the existence of all of the numerous and distinct traits that Millennial have, as suggested by the literature; however, the results do support a subset of the traits. Compared to other current generations and to other recent generations of youths, the results suggest that Millennials have a greater sense of entitlement, have more unrealistic expectations, and need a greater amount of management involvement, such as supervision, structure, and feedback. Some factors outside of the model were found during the course of conducting the study. These factors may have impacted the results and possibly resulted in a false rejection of the propositions of this study. This exploratory research takes a step towards getting a better understanding of Millennials by providing a comprehensive taxonomy of Millennials’ traits and some academic findings for future research to build upon. A more rigorous study with a strengthened field methodology may better explore the impact of various factors on the results of intergenerational and Millennial investigations.

El objetivo general de la investigación es identificar los factores motivacionales intrínsecos y extrínsecos en servidores públicos de la generación millennials de una entidad pública en la ciudad de lima que realizan trabajo remoto durante la pandemia CoViD-19. A través del marco teórico se analizan diversas fuentes y teorías de la motivación de autores como Maslow, Herzberg, McClelland, McGregor, además de la teoría de Deci y Ryan. En la investigación se utilizó la metodología cuantitativa y el proceso ha sido no experimental, dado que no se manipulan las variables por tratarse de elementos motivacionales intrínsecos y extrínsecos, que impactan en factores económicos y emocionales. La técnica de recolección de datos utilizada ha sido a través de encuestas de tipo descriptiva, que permitieron conocer las actitudes, condiciones presentes y opiniones de los entrevistados, describiendo la situación en la que se encuentran los colaboradores millenials de una entidad pública en la ciudad de Lima. El resultado de la investigación es trascendente e importante porque servirá de soporte y análisis para entender el entorno laboral que vienen atravesando los servidores púbicos en diversas entidades del estado y organizaciones en general. Es debido a ello que, este trabajo de investigación busca contribuir con las áreas de recursos humanos proporcionándoles información actual y útil que les permita gestionar al personal de la generación millenials que integra la organización a través e la implementación de aciones orientadas a mantener o mejorar su motivación en el contexto actual de pandemia y trabajo remoto. / The main objective of this research has been identifying intrinsic and extrinsic motivational factors in millennials generation public servants of a public entity in lima city doing remote working during CoViD-19 pandemic. We have consulted different sources of information and theoretical foundations about motivation, authors such as Maslow, Herzberg, McClelland, McGregor and the theory of Deci, and Ryan as well. The research used the quantitative methodology and a non-experimental process because variables aren´t manipulated as they are intrinsic and extrinsic motivational elements, which impact economic and emotional factors. The data collection technique used for this research was the descriptive survey, which made it possible to collect attitudes and opinions, describing the millennials workers' present conditions of the public entity in Lima´s city. The result of the research is transcendent and important because it will serve as support and analysis to understand the work environment that public servants are going through in various state entities and organizations in general. This research seeks to contribute to the human resources areas by providing current and useful information that allows them to manage the personnel of millennials generation that integrates organization through the implementation of actions expectinting to maintain or improve their motivation in the current context of pandemic and remoteworking. / Trabajo de investigación

將本論文比較出生於1980年至1997年之東西方社會年輕人的社會價值與態度。 這群年輕人通稱為「千禧世代」。在新千禧長大的他們被視為歷史上平均受教育最多的一群人， 世界的未來也剛好在他們手上。因此，深入瞭解千禧世代的個人態度與行為模式相當重要。本論文與過往研究不同之處在於比較此世代在東方與西方社會中的區別。 本論文聚焦在個人學歷對 其社會價值及態度的影響，並進一步衡量當地不同文化帶來的效果。 / This research compares socials values and attitudes of individuals born in East Asian and Western societies after 1980 to 1997. The aforementioned time frame encompasses a generation that has been labeled Millennial, for it accounts for individuals who came of age in the beginning of the new millennium. It is considered the biggest and best educated generation in history and is the leader of the tomorrow’s economy; hence, it has become an increasingly important topic for research and discussion in order to understand its particular characteristics. This research study differentiates itself from those existent, in that it focuses on comparing Millennials from different geographic origins and cultural zones —East Asian and Western countries. It identifies and analyzes the effect of educational attainment on individuals’ attitudes toward the self and their role in society considering the particular features of their geographic zones of origin. The study shed light on the effect of education and origin on Millennials’ attitudes toward issues of social interest such as: abortion, homosexuality, divorce, sex before marriage and women emancipation; having East Asians, a more conservative approach than Westerns have. Furthermore, contrary to what it was expected, it was observed higher levels of self-centered attitude among East Asians when compared to their counterpart in the West.

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Social media are online accommodations where users can interact with other users, which has become a phenomenon that has grown and completely exploded over the past decade. Companies are well aware of this and has invested a large amount of resources in order to establish a better contact with their customers. Companies have several different fields of applications with social media such as gathering information, promotion, communicating with customers and reach out to desired audience effectively. Millennials are the generation who most frequently use social media and also grown up during the phenomenon's development. Previous research has shown that companies have had difficulties in reaching out to the millennial generation. This thesis purpose is to gain a deeper understanding of how companies can use social media to facilitate the segmentation process and effectively reach out to the millennial generation. Therefor two research questions have been established. The two research questions have been answered with assistance from relevant theory and research in the subject area. A case study was applied for the study, where the data was gathered from two focus groups discussing the social media platform Facebook. Each focus group consisted of eight participants within the millennial generation containing basic knowledge in marketing. The study’s result indicates millennials to follow (and thereby self-segment themselves) influential profiles they have a personal interest towards. However, Facebook is not the platform where the millennials follow these profiles. The study also indicates the best way to capture millennials interest on Facebook is through short, humorous videos with an interest capturing beginning. The study’s results also show millennia’s have a low interest in interacting with companies on Facebook. / Sociala medier är onlineplatser där personer kan interagera med varandra. Detta fenomen har vuxit i en accelererande fart under de senaste decenniet och fångat stort intresse hos företag som lägger massiva resurser på att få en bättre kontakt med sina kunder. Företag har åtskilda användningsområden av sociala medier, som till exempel att samla kundinformation, marknadsföra sig, kommunicera med kunder och att nå ut till en önskad målgrupp. Millennials är den generationen som flitigast använder sociala medier och har växt upp under fenomenets utveckling. Tidigare forskning visar att företag har haft svårigheter med att nå ut till millennial generationen. Denna uppsats syfte är därför att ge en djupare förståelse om hur företag kan använda sig av sociala medier för att förenkla segmenteringsprocessen och nå ut till millennial generationen. För att få en djupare förståelse inom område, har vi formulerat två forskningsfrågor. Forskningsfrågorna har i sin tur blivit besvarade med ståndpunkt i relevant teori och forskning inom området. Studien utfördes som en fallstudie, där informationen samlades in från två fokusgrupper som diskuterade Facebook. Vardera fokusgrupp bestod av åtta deltager inom millennial generationen, med grundläggande marknadsförings kunskaper. Studiens resultat indikerar på att millennial generationen följer (och där igenom själv-segmenterar sig själva) inflytande profiler de finner ett personligt intresse för. Dock är Facebook inte den plattform de använder för att följa dessa profiler. Vidare indikerar studien att det bästa sättet att fånga millennial generationens intresse är genom en kort, roligt video, där något intressant händer under de första sekunderna. Studiens resultat visar även att millennial generation inte har något större intresse av att interagera med företag på Facebook.

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