Millennials: Tis Better to Receive than Give?

December 24, 2010 by Chuck Kent

Just a short note before heading off to the Christmas pageant, and one of my best presents this year: seeing my real-life fifth grade angel portraying a Biblical version of same…

As a follow-up to yesterday’s commentary on me-centric millennials, I have to come clean and admit that almost none of the potentially negative indicators I’ve uncovered in these various surveys show any correlation to most of the millennials I know in real life – promising, kind, committed and loving young souls, many of whom hold and live out strong beliefs, and are committed to the good of their communities and world.

On the other hand, I may just be fortunate in the young friends I have – at least according to yet another survey, this one on gift-giving. A recent study sponsored by Venables Bell & Partners notes that while 91.4% of the overall population thinks it better to give than to receive, 23.4% of young adults think receiving is better.

I am not sure what that fairly astounding level of “me first” indicates for marketers, or brand loyalty, or the future of the civilized world… I can only hope, as I head out to observe what I believe to be the coming of the Light, that it will dawn on all of us, professionally and personally, that giving is receiving.

Merry Christmas.

Category: "brand trust", advertising, B2B advertising, belief, branding, branding survey, consumer cynicism, religionTags: , , , , , , , , , , , , , , |


3 Responses to “Millennials: Tis Better to Receive than Give?”

  1. One of the rewards that a teacher experiences in the classroom is to see his scholars correctly apply the principles taught. This annual experience serves as one reminder to the teacher that young people are ready to learn and study correct principles. A further requirement of the class is that scholars must assemble what I call a Twenty-eight Principle Notebook wherein at least one page in the notebook is devoted to each of the 28 Principles of Liberty.

  2. copyklatsch says:

    [...] I know, by and large, are warm, caring and engaged with life around them. Of course, there’s that research I cited in a previous post indicating that millennials think it’s better to receive than give. And now there’s a study [...]

Leave a Reply