Alguna vez y por diferentes motivos la palabra “millennials” ha sido escuchada y leída en distintos ámbitos, ya sean personales, profesionales o académicos. Los miembros de esta generación destacan por su adaptación al cambio, su alta autoestima, su familiaridad con la tecnología y su aporte con nuevas ideas sobre una determinada actividad. Esta generación representa actualmente la cuarta parte de la población peruana, lo que equivale a ocho millones de habitantes, los cuales tienen intereses muy particulares en relación al trabajo, a la calidad de vida y a su desarrollo personal. Su capacidad de relacionamiento es distinta a la de otras generaciones, están pendientes de las últimas tendencias de comunicación; la conectividad es parte de su ser, es la generación de la rapidez, del aquí y ahora. Sin embargo, el estar siempre conociendo nuevas tecnologías y nuevos procesos hace que los millennials no se sientan cómodos en una organización que no los rete, sobre todo cuando ya llevan laborando más de dos o tres años. Ante ello, la rotación laboral es un problema que todas las organizaciones a nivel mundial deben enfrentar, más aún, las empresas nacionales, donde la mayoría de sus colaboradores son representados por esta generación. Estas empresas deben preguntarse cuál o cuáles son los motivos por el que este personal rota de trabajo en trabajo, no sin antes reconocer en su organización al verdadero millennial para saber el tipo de liderazgo que deben aplicar los jefes para tenerlos y retenerlos dentro de sus equipos. El tiempo para la generación millennial vale mucho, en gran medida porque han crecido viendo a sus padres y abuelos dedicándole la mayor parte de su vida al trabajo, sus familias han vivido para trabajar y esta generación busca cambiar este concepto, en base al equilibrio entre el trabajo y su calidad de vida. El presente trabajo de investigación buscará mediante investigaciones, encuestas, entrevistas, tablas, teorías y cuadros estadísticos conocer cuáles son las razones principales por las que este grupo tiende a cambiar de empresa en el corto plazo y qué acciones deben tomar las organizaciones para retenerlos. / Abstrac: Once and for different reasons the word millennials have been heard and read in different fields, whether personal, professional or academic. The members of this generation stand out for their adaptation to change, their high self-esteem, their familiarity with technology and their contribution with new ideas about a particular activity. This generation currently represents a quarter of the Peruvian population, which is equivalent to eight million inhabitants, who have very particular interests in relation to work, quality of life and personal development. Their relationship capacity is different from that of other generations, they are pending the latest communication trends; Connectivity is part of your being, it is the generation of speed, from the here and now. However, being always aware of new technologies and new processes mean that millennials do not feel comfortable in an organization that does not challenge them especially when they have been working for more than two or three years. Given this, labor turnover is a problem that all organizations worldwide must face, even more, large companies, where most of their employees are represented by this generation. These companies must ask themselves what or what are the reasons why this staff rotates from work to work, but not before recognizing in their organization the true millennial to know the type of leadership that the bosses must apply to have them and retain them within their team. The time for the millennial generation is worth a lot, largely because they have grown up watching their parents and grandparents dedicating most of their lives to work, their families have lived to work and this generation seeks to change this concept, based on the balance between Work and its quality of life. This research work will search through research, surveys, interviews, tables, theories and statistical tables to know what are the main reasons why this group tends to change companies in the short term and what actions organizations should take to retain them. / Trabajo de investigación

Background: Millennials are the largest and most pertinent audience for mobile advertisements and yet, following an extensive literature review, there were no mobile marketing studies which delimited their scope specifically to Millennials. Furthermore, advertisements are complex presentations which are described by both content factors such as playfulness or informativeness, and also media type factors through which the advertisement is delivered. These different factors cause different attitude levels in Millennials. Purpose: The purpose of this thesis is to discuss and analyze different media type, content and context factors of mobile advertisements in order to gauge which of these factors mobile advertisements should possess. Method: The research has a quantitative approach and is based on a survey design. Both secondary and primary data were used. The primary data collection was conducted with the help of a questionnaire which was distributed online. Conclusions: The results show that Millennials have the most positive attitude towards advertisements which they were exposed to through Apps, and that the content factor which has the most influence on their attitude is the entertainment value. Therefore, marketers should focus on making highly entertaining ads and delivering them through Apps in order for Millennials to have more positive attitudes towards them.

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The metropolitan area form has changed over time, transitioning from one central city surrounded by suburban bedroom communities to regions that possess several self-sufficient centers of activity. While these changes have occurred, metropolitan areas are commonly compared using the simple city-suburb distinction. The changing nature of the suburbs has been discussed in terms of changes in the built environment as well as changes in the residents; most recently, anecdotal media reports have suggested that preferences of the Millennial generation (now roughly 25-to-34-year-olds) may be influencing this shift. There are two main goals of this dissertation: to explore how density has changed in the context of the overall metropolitan area, as well as to explore whether the characteristics of residents in metro areas have changed. A quantitative approach is used, with an analysis that explores changes in density over time as well as a potential relationship today between density and the characteristics of the residents, including whether the Millennial generation has any relationship to changes, if they exist. Findings from the analysis indicate that the suburbs-city distinction is no longer relevant, and density is changing at a similar rate in both types of geographies. This suggests that density is a more appropriate metric to gauge metropolitan form changes. Further, characteristics of the population related to density have not changed since 1990, suggesting that changes in density do not have a relationship to an increase in influence by members of one generation. / Ph. D.

In purpose to investigate what highly educated employees born from 1981 and forward found motivating this basic qualitative study is based on interviews regarding nine individual’s perceptions about their work and employers. Nine interviews were conducted with individuals born between 1981 to 1994 regarding motivation at work, which led to six themes being presented, “Developing”, “Feeling secure”, “Good leadership”, “Experience of autonomy”, “Identifying with values” and “Thrive in the organizational structure”. The results were analyzed based on previous research regarding intrinsic and extrinsic motivation and studies of individuals born between 1980 and late 1990. It could be concluded that the participants preferred development, challenge and leadership to permanent employment and high wages. / I syfte att undersöka vad som motiverar högutbildade arbetstagare födda från 1981 och framåt har den här grundläggande kvalitativa studien baserats på intervjuer med individer om deras uppfattning om arbete och arbetsgivare. Nio personer födda mellan 1981 och 1994 blev intervjuade gällande upplevelser av motivation i arbetet varav sex teman lyftes fram, “Att utvecklas”, “Känna trygghet”, “Ett bra ledarskap”, “Upplevelse av autonomi”, “Identifiera sig med värderingar” och “Trivas i organisationsstrukturen”. Resultaten analyserades utifrån tidigare forskning om intern och extern motivation och studier av individer födda från 1980 och framåt. Det kunde antas att studiens deltagare värderade utveckling, utmaning och ledarskap framför en fast anställning och hög lön.

Background: Consumers in today’s market place request companies to take on responsibility and to act as good citizens. In this sense, cause-related marketing (CM) is a campaign format whereby a company promises to donate a specific amount to a non-profit organization (NPO) or cause in response to every CM-labeled product purchased by the consumer. Throughout the last 30 years CM has proven a successful campaign format that resonates well with consumers but also provides benefits for companies and NPOs. While scholars focused on the assessment of attitudes and behavioral responses towards CM, the specific Millennial age cohort and the study of consumers’ perception have been limited. Considering Millennials’ peculiar and unique characteristics, it was worth to investigate how Millennials view CM and to evaluate if a different set- up, management and communication of CM campaigns is required to best resonate with this age cohort. Better understanding Millennials is especially valuable because of the age cohorts’ spending power and future importance in the market place.  Purpose: The purpose of this thesis was to explore Millennials’ perception of CM by focusing on different stimulus factors associated with CM and individual factors related to the consumer.  Method: To attain the purpose, a systematic literature review was conducted to identify relevant stimulus factors and individual factors influencing perception of CM. Based on the factors identified three research questions were made central to semi-structured in-depth interviews as the main method of primary data collection. A total of twelve interviews were held with Millennial participants. The qualitative research approach chosen for this thesis allowed for rich data and deep insights into the perceptual process and Millennials’ interpretation of CM factors.  Conclusion: The findings indicate that Millennial participants processed CM campaign stimuli in a highly individual top-down approach, implying that individual beliefs, knowledge and experiences guided perception. Moreover, it became apparent that participants had a high need for transparency and required framing of different stimuli to resonate with this need. Regarding individual factors the findings of the thesis suggest that especially familiarity with the CM campaign format, personal identification with and perceived relevance of the supported cause as well as skepticism influenced participants’ perception of CM.

Konsumentbeteendet har förändrats till följd av Generation Y's framåtmarsch och en särskild faktor som påverkats är hur de föredrar att betala för sin konsumtion. Beteendet har förflyttats från ägande och inköp av produkter och tjänster, till att istället betala återkommande licensavgifter för att få tillgång till produkten i fråga. Detta fenomen går att se på allt från fordon till musik, där Generation Y nu väljer leasing och streaming istället för att äga bil eller CD-skiva.Detta nya sätt att konsumera innebär även att en konsument kan bryta sin relation med företaget och lämna tillbaka sin bil eller avbryta sin prenumeration. När detta konsumentbeteende standardiseras ökar kraven på friheten i relationen mellan kund och företag. Studier visar att generationen född mellan år 1980 och år 2000 är den första generationen som tar denna typ av konsumtion för givet och uppges vara kritiska mot oskäliga villkor som startavgifter och bindningstider.En kvalitativ studie av tre organisationer verksamma inom gymbranschen i Västra Götaland har genomförts för att utvärdera hur deras applicering av bindningstider påverkar lönsamhet. Resultatet visar att det strategiska resonemanget bakom användandet av bindningstider skiljer sig mellan organisationerna vilket också återspeglas i hur produkterna som erbjuds är utformade. Studien har visat delade resultat i hur bindningstider har påverkat lönsamheten.

Christianity in America is in decline. Millennials are leaving the evangelical churches of their youth in droves, but they aren’t leaving the idea of God or spirituality. Statistics show that the theology of the fundamentalist/conservative evangelical church is contributing to this exodus of Millennials, particularly when it comes to issues of environment, sexuality, and violence. This thesis explores the roots of fundamentalist theology—particularly their understanding of what the Bible is, and how it is to be understood—and how this theology is practically worked out in their approach to the three issues mentioned above. Finally, I offer an alternative framework for understanding what the Bible is, and how it could be applied in a way that takes the text seriously, is faithful to the Christian tradition, and offers a way forward that is more inclusive. While this thesis does not answer every question that might be raised about all these issues (and more than these), it does offer a helpful, workable framework and approach to the Bible and culture that must be taken into account by anyone wishing to use the text in an exclusionary manner.

Master of Science / Department of Communication Studies / William Schenck-Hamlin / Although some literature exists to describe the difference between Millennials and other generations in the workplace, I have developed my own ten steps that will help match what Millennials want from their bosses and workplace with what the company needs from them based on the research available and my own personal experience in a a workplace that did not cater to Millennials.

Master of Regional and Community Planning / Department of Landscape Architecture/Regional & Community Planning / Brent Chamberlain / Growing urban populations and the increasing prevalence of the millennial generation are profoundly changing personal travel behaviors and patterns. As a result, cities, planners, and developers must understand and act upon the shifting preferences and expectations of these public transit users in order to align costly public transit services with user needs in efficient ways. While public transit systems are becoming an increasingly vital part of urban life, few jurisdictions have considered the need to tailor these systems to millennials – those most likely to incorporate public transit into their daily lives. This paper examines the travel behaviors of University Students engaged in a forced travel intervention caused by a sudden relocation of their work site. The change in work location encouraged the use of a free public transit system as means of commuting. Longitudinal survey results, taken pre and post-intervention, indicate statistical differences between transit preferences and actual habits related to transit use and other modes of travel. Survey findings suggest that there is a statistically significant difference between the stated willingness and actual travel behaviors of public transit users and of drivers, and that modal shifts can assist in overcoming the attitude/behavior split related to personal travel among millennials.