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Millennials, born between 1982 and 1999, are the most scrutinised generation in recent history, often misunderstood and unfairly labelled as entitled or lazy.
In reality, Millennials have grown up in a world of unprecedented technological change, economic shifts, and evolving social norms, all of which have shaped their values, behaviours, and aspirations.
As Australia’s largest living adult generation, they now make up around 40% of the workforce and are hitting middle age—an important milestone for businesses, employers, and property investors to understand.
In my 50 years of advising clients on wealth creation, I’ve learned that understanding generational trends is crucial for making informed investment decisions, and Millennials are a generation that can’t be ignored.
Their influence on the economy, the workforce, and the property market is profound, and understanding what drives them can offer significant advantages for anyone looking to succeed in these areas.
Who Are the Millennials?
Millennials, also known as Generation Y, are the children of baby boomers and Gen X.
Their upbringing was marked by relative economic stability, particularly in Australia, where they grew up in households that, on average, did not experience severe material deprivation.
Unlike previous generations, Millennials were often told, "Follow your dreams" and "It doesn’t matter what you do, as long as you’re happy."
While this provided a nurturing environment, it also created what Simon Küstenmacher refers to as the "tyranny of choice."
As adults, Millennials face an overwhelming number of career, lifestyle, and investment options—leading many to feel paralysed in making decisions.
Delayed Life Milestones: Why Millennials Are Taking Their Time
One of the defining characteristics of Millennials is their delay in hitting traditional life milestones, such as getting married, having children, and buying homes.
There are several reasons for this, including extended education, economic constraints, and shifting social values.
Extended Education
Millennials are arguably the most educated generation in history, but with that comes an over-saturation of degrees in the job market.
Many have pursued higher education, believing that a degree guarantees career success.
However, with half the population now holding a bachelor’s degree, competition has intensified.
For many Millennials, a bachelor’s degree no longer offers a clear pathway to a stable career, and many are now turning to master’s degrees or even PhDs.
The result is that Millennials are entering the workforce later, often with significant student debt, delaying their ability to purchase homes or start families.
Economic Constraints
While Millennials have not experienced the same economic hardship as previous generations, they face a different challenge: they are the first generation expected to do less well financially than their parents.
The cost of housing has skyrocketed, wages have stagnated, and job security is no longer a given.
These factors have pushed Millennials to delay homeownership and family formation, contributing to the so-called "Peter Pan" or "kidult" phenomenon, where they are perceived as staying in an extended adolescence well into their 30s.
The Quest for Meaningful Work
For Millennials, work is not just about earning a paycheck.
They are the first generation to place a high value on finding meaning and purpose in their jobs.
This quest for meaningful work is partly driven by the overwhelming number of career options they face and the influence of social media, where stories of startup success and entrepreneurial triumph are glorified.
Millennials are bombarded with narratives of people leaving "soul-sucking" 9-to-5 jobs to follow their passions, creating startups, and achieving extraordinary success.
While this has inspired a wave of Millennial entrepreneurs, it has also created what Simon refers to as "work image issues."
Much like body image issues caused by unrealistic portrayals in the media, Millennials are now grappling with unrealistic expectations of career success.
Even those in high-paying, secure jobs may feel unsatisfied if their work does not align with their values or passions.
Millennials in the Workforce: What Employers Need to Know
Millennials now make up around 40% of the Australian workforce, and as baby boomers retire, they are increasingly taking on middle-management positions.
However, they bring a different set of expectations to the workplace compared to previous generations.
- Flexibility: One of the key demands Millennials have in the workplace is flexibility. They value work-life balance and want the option to work remotely or have flexible hours, particularly as many are now starting families. Employers who insist on rigid work arrangements may struggle to retain Millennial talent, particularly in today’s competitive job market.
- Purpose-Driven Work: Millennials want to work for companies that align with their values, particularly around social and environmental issues. They are more likely to be loyal to employers who demonstrate a commitment to corporate social responsibility, but this loyalty is contingent on their belief that the company’s values align with their own.
- Career Growth: While previous generations may have stayed with one company for decades, Millennials are more likely to switch jobs in search of better opportunities. They are driven by the desire for career growth and development, and employers who offer clear pathways for advancement will be more successful in retaining this generation.
Millennials and Property: What Investors Should Know
Millennials are currently in a critical phase of their life cycle when it comes to property.
Despite the challenges of affordability, they are starting families and looking for homes that fit their lifestyle needs.
Understanding what Millennials want in a home can offer significant opportunities for property investors.
Delayed Homeownership
Millennials have delayed homeownership longer than any previous generation, largely due to affordability issues.
However, they are not abandoning the idea of owning a home; they are simply waiting until they are more financially stable.
As they enter their late 30s and early 40s, many are now looking to buy family-sized homes, particularly in outer suburban areas where prices are more affordable.
Urban Fringe Movement
The high cost of housing in inner-city areas has pushed many Millennials to the urban fringes, where they are buying or renting larger homes to accommodate their growing families.
This movement presents a significant opportunity for property investors, particularly in areas that are still developing.
As Millennials move to these areas, they will demand amenities such as cafes, parks, and family-friendly services, creating opportunities for both residential and commercial investment.
Sustainability Preferences
While Millennials are often portrayed as environmentally conscious, their actual purchasing behaviour is more pragmatic.
They prefer energy-efficient homes and sustainable features, but they are not willing to pay a significant premium for them.
Investors who can offer green features at a competitive price will find a receptive market.
Entrepreneurship and Technology: A New Wave of Innovation
Millennials are also driving a wave of entrepreneurship, with many starting businesses at a higher rate than previous generations.
As they enter their 40s, many Millennials are using the knowledge and experience they’ve gained in their careers to branch out on their own, often in consulting or other service-based industries.
Technology plays a critical role in Millennial entrepreneurship.
Having grown up with the internet and mobile phones, Millennials are digital natives who use technology to their advantage.
Whether it’s leveraging social media to market their businesses or using apps to streamline their operations, Millennials are adept at using technology to create innovative solutions.
A Generation of Pragmatic Environmentalists
Millennials care about the environment, but their environmentalism is often tempered by financial realities.
While they may express a preference for green products and services, they are not willing to pay a significant premium for them.
For businesses, this means that while it’s important to offer sustainable options, price and convenience are still the most important factors driving Millennial purchasing decisions.
The Future of Millennials: What’s Next?
Over the next decade, Millennials will continue to reshape industries, particularly in the property and workforce sectors.
As they enter their prime earning years and start families, they will demand homes, services, and products that fit their values and lifestyles.
For property investors, this means focusing on outer suburban areas and offering homes that meet the needs of growing families.
For businesses, it means creating work environments that offer flexibility, purpose, and opportunities for growth.
Millennials are not the "snowflake" generation they are often portrayed as.
They are pragmatic, driven, and innovative, but they are also facing unique challenges that previous generations did not encounter.
By understanding what motivates them and anticipating their needs, businesses and investors can position themselves to thrive in a Millennial-driven future.
