Are young decision makers stepping back from the hard sell?

Millennials, or people born between 1981 and 1996, are currently the largest generational demographic in the UK, at an estimated 14.4 million in 2024. With 12.2 million currently active in the UK workforce, 36% of the total working population, Entec Si CEO Eman Al-Hillawi explains that it’s no surprise that the way decisions are made within organisations is also changing, as younger, tech-savvy board members and decision makers take control.

Similar to their younger counterparts (Gen Z), Millennials are a generation driving diversity, inclusion and sustainability within the workplace, whilst also pushing for a healthier work-life balance. Approaching the topic of organisational change will therefore need to be carefully aligned with these factors to secure full buy-in from Millennial business leaders.

Unlike Baby Boomers or Gen Alpha, Millennials are the last generation to vividly remember a time before technology ruled every aspect of our lives; having experienced the tech revolution from cassettes to Spotify and VHS to Netflix in real time. As a result, this generation is far more inclined to conduct thorough online research before committing to any change. Proposing a change project will therefore need to be well planned and researched, and clearly lay out the benefits the transformation will bring to the business.

People are at the core of every transformation project, and Millennials are leading the way for people-first change. Growing up in an electronic and online environment has created a generation eager to acquire new skills whilst positively encouraging and educating those around them. During times of digital transformation, Millennials are therefore much more likely to fly the flag for a digital revolution and have the technical know-how ensure the whole team succeeds.

Before approaching a Millennial business leader or decision maker with a change project proposal, it’s crucial to consider how the transformation is set to impact their employees. For example, if the implementation of brand-new software and hardware is planned, it’s essential to understand how this change will impact individuals within the workforce and create a plan to ensure all employees will be upskilled or supported prior to pitching it to a Millennial board.

As a generation, those born between 1981 and 1996 are found to be much more vocal about their values than older generations. Topics such as sustainability, developing existing talent and promoting a culture of work-life balance are the key to winning over Millennial Board members. Before pitching, consider whether the transformation will support any of these areas of interest. If not, is there a way to tie everything together?

For example, a digital transformation may be intended to modernise the way important notices are filed within the business. Digital notices will help to use less paper and take less time for employees to file and find, contributing to the workplace’s sustainable initiatives whilst simultaneously freeing up more time for employees to do other important tasks.

When approaching the topic of change with a Millennial Board, the key is not to sell, but to convince. As a generation, Millennials are much more in tune with their emotions and consider the needs of employees as highly as the needs of the business. It’s important to emphasise that most digital transformation projects are designed to increase productivity of the workforce and simplify existing processes, which in turn will boost team morale. Promoting the benefits of any change for the business’ people will make a pitch far more successful and likely to land.

It’s no secret that decision makers are getting younger, and with each generation of leaders comes new priorities. Understanding exactly what Millennials want to see and achieve within the world of work is the first step to creating and delivering a successful pitch for change. However, when it comes to the sale, it’s always best to lead with evidence and emotion and leave any forceful over-promotion at the door.

Eman Al-Hillawi is the CEO of business change consultancy, Entec Si.