Hide Folder InformationInstructions
Go to www.environics.ca, select “Capabilities & Insights“, then “Market Strategy”. Scroll down and open the page titled “Meet the Millennials” (you may have to click “Load More” at the bottom of the page).
Review the six tribe descriptions and identify which description best suits your own personality (yes – even if you are not actually a millennial). You are welcome to complete the quiz if you like (click “Find out which Millennials Tribe you belong to”), but it is not necessary.
Create a Word document, and provide the following information:
a. your full name
b. your preferred Millennials Tribe affiliation
c. a brief description as to why you feel this tribe is the best match to you
d. Create a list of all six tribe names and provide a sample “value proposition” that you feel would be attractive to each tribe (regardless of the product/service). Refer to the “What is a Value Proposition” document in the Week 1 folder in D2L.
e. For each value proposition above, provide a brief explanation as to how it relates to the various psychological, personal, social, and cultural influences that are likely to be common for members of each tribe. Remember to cite your sources using APA format when sharing information from the website.
5. Save document in PDF format.
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** Please note that the following example does not include APA citations. All assignment submissions are expected to include proper in-text citations and a
reference list to acknowledge the original source when sharing information from the www.environics.ca website or any other external sources.**
EXAMPLE SUBMISSION – Millennials Tribes
Student Name: Submission Date:
Preferred Millennials Tribe Affiliation: Engaged Idealists
I believe that the quiz best matched me to this tribe and would agree that ‘Engaged Idealists’ is how I view myself. What stood out for me the most was the Key Values. I often make a point of “seizing the moment” and really look forward to facing new experiences. I generally make an effort to be open-minded to everyone I meet through my travels and daily life. I really believe that everyone has a story to tell and that it is worth the time to learn his or her story and to learn from it. Over the past couple of years, finding a meaningful career has become increasingly important to me. I will admit there is a minimum salary threshold I am willing to accept, but having the opportunity to contribute to my community in a meaningful way is high on my priority list. For example, I value an internship that I recently completed in Europe. This internship was unpaid, but I gained valuable work experience and had the chance to learn from being immersed in a completely different work and social culture. Proposed Value Propositions for each Millennials Tribe:
1. Tribe Name: Lone Wolf Sample Value Proposition: Live your own version of Simple. I identified in this value proposition that Lone Wolves want to identify and live a life that is unique and meaningful to them. I capitalized ‘Simple’ because I want to indicate that it means a “customized” existence.
2. Tribe Name: Engaged Idealists Sample Value Proposition: Learn from the road less traveled. In this value proposition I tried to showcase ‘seizing the moment’ and ‘new experiences’ as taking a road less traveled. I envisioned the road less traveled as being an interesting and creative career option that might be less desirable to those just interested in money. An individual from this tribe might feel pressure not to conform to the traditional career lifestyle of 40-60 hours/ week
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at a desk and therefore may decline career opportunities that are not aligned with their values. The ‘learn’ part of the value proposition is meant to show that – through all of life’s experiences – the element of awareness and growth is always present.
3. Tribe Name: Bros & Brittanys Sample Value Proposition: Live the life, now. This value proposition highlights the element of taking risks, blowing off steam and getting paid. I envisioned a scenario where the individual takes a risk to make more money but may not think of the impact that his or her decisions may have on others or on their company. At the same time, these tribe members may be respected for taking risks by those who hold similar values.
4. Tribe Name: Diverse Strivers Sample Value Proposition: Taking the world to the top, with me. Members of this tribe work hard for their money. This income allows them to live a lifestyle they feel corresponds to the level to which they push themselves. Socially engaged, and possibly athletically competitive, they likely want the best of everything. This value proposition makes sense to me in that Diverse Strivers will push themselves to the top of their field(s) but take their community with them.
5. Tribe Name: Critical Counterculturalists Sample Value Proposition: The norm is neutral; question the norm. This tribe might like to be viewed as the group making the most meaningful impact on society in terms of environmental stewardship, political involvement, etc. This value proposition shows that the norm in which our society operates isn’t bad, but that it is important for each of us to be active in the development of social norms.
6. Tribe Name: New Traditionalists Sample Value Proposition: One generation at a time. New Traditionalists probably struggle with the concept of staying current and prefer to stay true to their long-held conservative values and traditions. They likely feel that the traditional values by which they were raised should provide the basis for all decision making. This value proposition reflects the idea of being patient with societal development and honouring family commitments.