Millennials are the generation that drove major shifts in generational differences and had the courage and determination to change the world. They are the generation that transformed society technologically, have well-defined values, and showed the boldness to follow their passions.
Currently, this generation (born between 1981-1996) is the predominant consumer group and has a major impact on the labor market.
This generation is drawn to brands whose mission isn’t just to maximize profit but also values more important than that—such as environmental protection, community support, and alignment with their own values.
According to an RSM study, 70% of Millennials are willing to spend more on brands that support specific causes that resonate with their values and principles.
Companies targeting Millennials as consumers are compelled to change their approach. A study by the Pew Research Center shows that environmental protection is highly important for Millennials, with 80% saying they would choose a company with environmental preservation as part of its mission. This generation is also willing to pay more for eco-friendly products to support their sustainability-based lifestyle.
For example, in the fashion industry, Millennials avoid fast fashion products, even if they’re affordable, because they know these items are produced under unethical conditions in developing countries. They prefer products produced ethically. They also choose sustainable fashion products because this industry is the second most polluting after the oil industry. Similarly, in restaurants, they prefer paper straws over plastic ones to avoid pollution, even influencing legislation in certain countries.
The good news is that this attitude drives society in a positive direction, setting a strong example for Generation Z, who will continue these values. Like Millennials, Gen Z will also change the world we live in, and brands that invest in sustainability will have long-term benefits.
How does your brand’s mission influence its perception?
If your audience predominantly consists of Millennials, your brand needs to understand the values that shape their lives and what matters to them. Your mission must be communicated and positioned so they see it aligns with their values and principles. When civil society events occur, the brand should position itself according to this generation’s expectations. If a brand ignores these aspects, the audience will shift their attention to competitors.
Shared social values help increase brand loyalty
Most Millennials prioritize choosing brands that support causes important to them. Many Millennials are at the age of starting families, so values for raising children and daily-use products that align with their standards are important to them. They are loyal to brands they believe in and will support them whenever necessary. On the other hand, if a brand changes its values, this generation will boycott it, stop purchasing, and even express their dissatisfaction on social media, causing irreversible damage to the brand.
A company’s mission can directly impact purchasing decisions
Brands with a mission beyond selling and that demonstrate commitment to a cause will gain Millennials’ support and loyalty.
Millennials carefully study a brand’s mission when considering a purchase, and this plays an important role in their decision-making. But for brands, it’s not enough to react to current events; they must demonstrate a long-term commitment to a cause and show they can make a difference in the world. Building trust begins with brand authenticity and is achieved through sustainable practices.
Sustainability is more than a trend; it’s a lifestyle
Millennials are passionate about environmental protection and prefer buying from brands that clearly communicate care for this aspect. But simply stating that sustainability is important to the brand is not enough; brands must take action to show their commitment to sustainability. Companies that change their processes through various sustainable practices, recycling, or donations to environmental causes will capture Millennials’ attention.
When asked about the most important aspects of a home, Millennials responded that they prioritize smart homes made from sustainable materials, seeking homes with space and a connection to nature.
Buying from local brands means supporting the community
One of this generation’s values is helping the community they live in, and one way to do this is by purchasing from local brands. During the pandemic, 23% of Millennials preferred buying locally to support these brands (5WPR). If these products are organic or sustainable, they’ll continue buying them, encouraging entrepreneurs to produce more. A study by iSense Solutions shows that 64% of consumers believe Romania’s local market will grow over the next five years, preferring to buy local products from dedicated platforms or supermarket websites.

What values should a company have for Millennials to want to work there?
For Millennials, a company’s mission is important not only when they are consumers but also as employees. They seek companies that align with certain values and, if understood, companies benefit from their knowledge, especially in technology. They are the only generation that can effectively connect with Gen Z and bring creativity to the company.
Previous generations were easier to lead; they came to work, did their job, got paid, and stayed with a company for 30 years. Millennials, however, want to be challenged, lead, and do meaningful work that makes a difference in the company or the world. Money is less important if they can achieve this sense of purpose through their work.
Since they want their work to be meaningful, Millennials believe in the company’s mission and want to know how each employee contributes. Studies indicate that 84% of Millennials value making a difference in the world over a successful career, and 92% believe a company’s success should be measured by societal or community impact, not just profit.
Company image is important to Millennials
In the past, companies donated to charitable causes as a promotional strategy. With Millennials entering the workforce, the benefits of nonprofit donations have grown, as employees can also participate, giving them a purpose and a sense of pride. Although they might not stay long in a company, this value reduces turnover, as they feel proud to work for such a company and share this social aspect with their community on social media.
Employees need growth potential, not promises
Millennials want to grow and learn quickly. They don’t have the patience to wait for long, so if managers promise a better position in the “near future” without delivering, they’ll leave. This behavior might seem self-centered, but it’s understandable, given many grew up watching parents in stagnant careers with few advancements.
This generation doesn’t value bureaucracy or trust traditional company hierarchies. If they feel used, they’ll disengage or leave, always seeking better opportunities. Decisions made without consulting them are offensive, as they feel undervalued. They need to feel involved, have responsibilities, and constantly improve their skills to develop.
Millennials won’t spend their entire career in one company, which can benefit managers by utilizing their fresh perspective and motivating them to progress, whether in the company or elsewhere.
The importance of organizational well-being
A 2021 Deloitte study, surveying 23,000 people from Gen Z and Millennials across 45 countries, shows that the COVID-19 pandemic increased anxiety and depression by 41% for Millennials and 46% for Gen Z, with women feeling higher stress levels than men. Another finding is that 49% of Millennials and 47% of Gen Z took time off work for mental health reasons, underscoring the need for companies to include well-being as a part of their mission.
Simple actions in this direction can increase productivity among younger generations. Happier at work, they’ll share this on social media, and the desire to work for such a company will grow.
In conclusion, each generation has unique experiences, but Millennials are dedicated to changing the world and preparing future generations for a better one. This is reflected in their behavior toward brands they buy from or the companies they want to work for. Companies should consider this, as Millennials are the largest generation today, both as consumers and employees, and they influence the following generations.