HypeLife Brands Says Cash Not King for Generation Y

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Branding and marketing agency points to reasons why Millennials are choosing happiness over money in their careers.

Curt Cuscino, Principal of HypeLife Brands

Curt Cuscino, Principal of HypeLife Brands

The simple reason this generation is choosing a quality of life over financial security is inherent in their name. It's because they ask 'why'?

Quality of life is king, says HypeLife Brands, a leading branding and marketing agency focused on the youth market. In the wake of a recently released study that indicates that the highest concentration of Gen Y workers (47%) are at companies with fewer than 100 employees, HypeLife Brands has released several reasons for the shift as well as tips for attracting top Gen Y talent.

According to Curt Cuscino, Principal of HypeLife Brands, Generation Y’s focus on quality of life is effectively shifting the way success in the workplace is viewed. And what’s more, he maintains that this shift is one we shouldn’t be that surprised to see. “This is a generation with more access and more autonomy than any before it, thanks in large part to the Internet,” says Cuscino. “Questioning things, seeking out the answers on their own, finding more than one answer for every question — these are things that are ingrained in their web-based DNA’s.

“To take these questions into the workforce, and to see the changes they bring, is the logical evolution of a generation.”

HypeLife Brands suggests that the crux of these questions is grounded in a view of success not based in dollar signs. Cuscino contends that where larger corporations once had a distinct advantage in luring top talent, mainly through the promise of higher salaries, comprehensive health care packages or increased stability, Gen Y uses an entirely different set of criteria when considering a potential workplace.

“Most young workers simply do not equate money or salary with quality of life," says Cuscino. "And because smaller companies can more easily offer flexible work schedules or casual dress codes — the things that are important to Millennials — you’re seeing a surge in top talent heading to work for these kinds of groups.”

HypeLife Brands notes that the questions Millenials are asking are relatively simple in their logic, including: ‘Why can’t I finish my work at home?’ or ‘Why can’t I access social media at the office?’ or ‘Why does it matter when I come and go, as long as I get my work done?’ The problem, according to Cuscino, is that the people in a position to answer these questions are often older, and many of the sentiments behind these questions stand in direct contrast to the way their generation viewed the role of work in their lives.

“The simple reason reason this generation is choosing a quality of life over financial security is inherent in their name,” says Cuscino. “It’s because they ask ‘why’? The important hurdle for many companies will be their answers to these questions, and how those answers are reflected in the tangible workplace.”

To clear these hurdles and stay competitive in the recruitment of top Gen Y talent, Cuscino and his HypeLife Brands team suggest companies start with four critical selling points:

Be adaptable. Young employees want to the ability to work from home on occasion. And thanks to the Internet, there’s no longer any reason not to let them (as long as it doesn’t become a habit.)

Socialize. Don’t limit access to social media. For Gen Y, social media is a lifestyle, and that lifestyle includes their jobs. Limiting one will eliminate the other.

Pile it on. This is the most educated generation in history. Information is often one click away. So give them responsibility, set goals, create potential for upward mobility. They won’t stick around otherwise.

Dress the part. Again, work is an extension of their lifestyle. Forcing a suit on an employee will do nothing but force them out the door. Keep it casual.

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About HypeLife Brands

HypeLife Brands is the leading branding and marketing agency focused on helping brands engage the youth market, specifically Generation Y and Millennials. Key client industries include apparel and streetwear, musicians and recording artists, entertainment and extreme sports. Founded in 2001, the agency is headquartered in Kansas City, Missouri, with offices in Los Angeles and New York City. HypeLife Brands can be found at http://www.hypelifebrands.com/.

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Zach Russell
HypeLife Brands
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