New Research Reveals Baby Boomers Taking more Risk, Bringing More Entrepreneurial Spirit to the Workforce than Gen-Y

  New Research Reveals Baby Boomers Taking more Risk, Bringing More
  Entrepreneurial Spirit to the Workforce than Gen-Y and Millennial Branding Release New Data on Multi-Generational
                               Worker Attitudes

Business Wire

MAYNARD, Mass. -- February 27, 2013, the worldwide leader in successfully connecting people to job
opportunities, and flagship brand of Monster Worldwide, Inc. (NYSE: MWW), and
Millennial Branding, a Gen Y research and consulting firm, today announced new
survey data on the state of worker attitudes across multi generations of

The new report found 41% of Gen X employees (loosely defined between ages of
30-49 years) and 45% of Boomers (loosely defined between ages of 50-69 years)
consider themselves to be more entrepreneurial compared to only 32% of Gen Y
(loosely defined between ages of 18-29 years) workers. And while younger
workers tend to be drawn to start-ups and smaller companies in order to have
more creative freedom and decision making ability, the Monster Millennial
Branding research demonstrated the concept of intrapreneurship^1 is alive
across all generations of workers within many companies today.

Nearly one third of all respondents feel they have the freedom, flexibility
and resources to be an intrapreneur, and slightly more Gen Y respondents feel
that they have their management’s support in becoming an intrapreneur. But
while 42% of respondents feel they have opportunities to work on projects
outside of their direct responsibility, only 23% feel encouraged to work on
these projects.

“The internet has created unique entrepreneurial opportunities, not just for
Millennials but for all generations of workers,” said Dan Schawbel, Founder of
Millennial Branding and Author of ‘Promote Yourself.’ “We don’t see the same
barriers to entry to starting a new business as we saw 10 years ago. Everyone
has the technology to connect and now all you need is an innovative idea and a
website to create a startup.”

“This survey revealed that the entrepreneurial spirit resides in all of us and
across all generations of workers” said Jeffrey Quinn, Vice President, Global
Monster Insights. “Whether it’s a direct result of the current economy, or a
person’s independent drive, we are seeing more and more people across
generations starting their own businesses as alternatives to traditional jobs
or careers. Employer retention strategies could benefit from creating
environments that encourage entrepreneurial culture and opportunities for

While a primary characteristic of entrepreneurs is an appetite for risk, the
Monster Millennial Branding research showed Gen Y respondents are actually
less risk adverse. Only 28% of Gen Y respondents identified with being high
risk, compared to 40% of Gen X and 43% of Boomers who felt the same way. This
could be due in part to Gen Y employees viewing their jobs as temporary, with
55% of Gen Y respondents indicating their current employer is a “step” in
their career path. When Gen Y respondents were asked about their intentions to
stay with their present company for a long time, only 26% agreed or strongly

Monster sent an invitation to 200,000 randomly selected Monster users to
participate in a Monster Workplace Survey between October 29 and November
29^th 2012. A total sample of 2,828 of those invited participated by
completing an online survey form. Given the sample size this survey has a
general margin of error of +/-1.85% at the 95% confidence level.

To access the full research findings and infographic, and for additional
resources on how to manage the multi-generational workforce, please visit:

About Monster

Monster is the worldwide leader in successfully connecting people to job
opportunities. From the web, to mobile to BeKnown™ on Facebook, Monster helps
companies find people with customized solutions, using the world’s most
advanced technology to match the right person to the right job.With a local
presence in more than 40 countries, Monster works for everyone by connecting
employers with quality job seekers at all levels and by providing personalized
career advice to consumers globally.Through online media sites and services,
Monster delivers vast, highly targeted audiences to advertisers. To learn more
about Monster's industry-leading products and services,
More company information is available at

About Millennial Branding:

Millennial Brandingis a Gen Y research and management consulting firm based
in Boston, Mass. Millennial Branding helps companies understand the emerging
Gen Y employee by providing research, training, and advisory services. As
representatives of Gen Y and advisers to management, our goal is to provide
research and insights that will make you more profitable, grow your market
share, help you understand your Gen Y employees, and turn you into an industry
leader. As ambassadors to Gen Y, we want to give our generation a voice,
support their careers, and connect them with brands that understand their

^1 An Intrapreneur is defined as a person within a large corporation who takes
direct responsibility for turning an idea into a profitable finished product
through assertive risk-taking and innovation.

Photos/Multimedia Gallery Available:



Monster Worldwide
Kristen Gugliotta, 978-461-8089
Millenial Branding
Dan Schawbel
Press spacebar to pause and continue. Press esc to stop.