We are going from an economy of execution of tasks (Daniel Pink would call this Economy 2.0) to an economy of creativity, thinking outside the box, and problem solving (Economy 3.0). On work floors where this new economy takes shape, we need people who are connected yet creative, driven by goals yet conscious of their surroundings, individualistic yet communicative. These are exactly the traits that do not fit neatly into mainstream corporate working cultures.
Are Millennials the answer? Do they hold the key to changing our economy from 2.0 to 3.0? And if so, how do we fit them in? How do we motivate them to bring out the best that our new challenges require?
Millenni-what?
Millennials are probably the most researched generation in history. Sociologists, psychologists, economists, and marketers have been focused on Gen Y (also known as Millennials) for more than a decade. Most researchers adopt 1995 as the dividing year to define who is a Millennial versus Generation X. So everybody who in 2014 was 18 to 30 years old falls in this bracket.
Let us take a stab at the real question: how do we arrange work floors in organizations so they cater to the motivations of Millennials? Let us look at motivation in general, then at generational differences.
Myself, My Group, and My Purpose
All human beings are most motivated (and most happy) in settings where they experience Autonomy, some sense of Purpose, and Connectedness. This holds true for all generations across the ages. Knowing that you have a large degree of autonomy in your actions, that your life and work means something, and that you feel socially connected is what drives long-term happiness.
But if this is true for all humans, how do we differentiate motivational strategies from one generation to the other? To put it simply: Boomers respected authority. Generation X respected capable authority. Generation Y generally only respects authority if it supports their life goals and ambitions.
Octalysis to the Rescue: The Millennial Player Type
To understand what motivates Generation Y and how to engage them on the work floor, let us apply the Octalysis Framework. Here are the most relevant Core Drives for Millennial motivation:
Core Drive 1: Epic Meaning and Calling. Millennials want to contribute to something that matters. They want their work to have purpose beyond the paycheck. Design their work experience around missions, impact narratives, and community contribution.
Core Drive 3: Empowerment of Creativity and Feedback. Millennials expect to be able to express themselves and to get meaningful feedback loops. Not the annual review. Continuous, constructive, and creative.
Core Drive 5: Social Influence and Relatedness. This generation is more socially connected than any before it. Social recognition, peer feedback, mentorship, and team-based accomplishment are powerful drivers.
Core Drive 4: Ownership and Possession. Millennials value autonomy over their work, their schedule, and their development path. Give them ownership, not just tasks.
As you can see, designing for Millennial motivation puts less emphasis on Points, Badges, and Leaderboards (though we do design for those short-term motivators as well) and more on meaning, creativity, social connection, and ownership.
The Millennial Motivation Design
Gamification for Millennials cannot be done off the shelf. Creating engagement for Millennials requires a custom-designed model where intrinsic motivational design is central. The Octalysis Framework identifies which Core Drives to activate, in what combination, and at what intensity.
The shift from Economy 2.0 to 3.0 requires a workforce that is self-directed, purpose-driven, and socially connected. Behavioral design is the bridge between where most corporate cultures are today and where they need to be.
By the way: are you ready for Gen Z? A whole new ball game with people under 18 coming to a work floor near you.
Joris Beerda, the world’s leading practitioner of Octalysis and expert in enterprise gamification, has helped organizations design engaging workplace experiences that resonate with Millennial employees.
Want to explore how behavioral design can transform motivation on your work floor? Contact us to start the conversation.