Convenience has become a huge factor in our lives. We want everything to be custom-built and delivered right away, from the entertainment we consume to our daily chores and choices at work.
Not that long ago we waited at least an hour, and often a day or two, to get film developed. We had television programs that we watched at a certain time, on a certain day of the week and with — gasp — commercial interruptions. We had pen pals. We waited days or weeks for a reply. We used landlines. We wrote in diaries instead of posting status updates for the world to see.
Although convenience was a part of our lives, it wasn’t a driver. Now, convenience is expected with every experience.
Wired in
The millennial generation has often been referred to as the convenience generation (among other things) due to its reliance on technology and the fact that life is always “on.” Since millennials are always on the go, it stands to reason. A wired, connected world is really all that they have ever known.
In order for your brand to be successful, you need to cater to the millennial expectation of what a positive experience should be and how conveniently it will fit into their mobile, multitasking lifestyle.
Similarly, to attract and retain the best and the brightest, you must offer a workplace that demonstrates it is well connected and convenient to navigate.
Experiential workplaces
Experiences allow your employees — and clients — to create memories they can associate with your company. And the more adventurous the experience, the better.
Corporate picnics aside, many companies are hosting experiential outings where employees can not only enjoy time out, they can try cooking and painting classes, explore white water rafting, local wine tastings and more. Company-sponsored pub crawl and warrior dash teams are a step up from the company-sponsored softball team.
This new era of the experiential workplace is allowing brands to be pushed in a different direction.
Updated communities
Want another example? Take a look around Interstate 270. Many of Columbus’ suburban neighborhoods like Dublin, Hilliard and New Albany are focusing on being walkable, convenient and lifestyle-oriented.
Millennials have become used to this and can demand it from where they choose to live. They don’t want to drive 20 minutes for a great craft beer experience or to play in a sports league.
Rental communities are incorporating brewpubs and sand volleyball courts into their designs to attract new residents. Many are hiring event planners as full-time staffers. And it is working.
These communities want to be innovative, diverse, lively and — most importantly — convenient. Thus, providing a “living experience” for residents.
Even music festivals like Bonnaroo, Firefly and Columbus’ Fashion Meets Music Festival are combining multiple experiences into one, for maximum convenience and event attendance.
Millennials are looking for employers who provide experiences, convenience and adventure. It boils down to better integrating work and life to make your employees feel at home and at ease.
Derek Grosso is the president, CEO and founder of the Columbus Young Professionals Club, which is recognized as the largest membership organization of young professionals in the U.S. with more than 22,000 registered members. The CYP Club hosts 200 professional and social events, 40 recreational sports leagues, and weekly volunteer efforts to benefit members and the community.
