The myth of the universal millennial: comparing millennials’ perceptions of luxury across six countries

PurposeThe purpose of this research is to challenge the popular belief among luxury practitioners and researchers that millennials are a homogeneous and disruptive generation of consumers which is redefining luxury according to its terms.Design/methodology/approachThis study first presents comparisons of luxury perception among 1,450 actual luxury consumers between the ages of 18 and 34 years in six main luxury markets, eastern and western, mature and emerging (United States, China, Japan, Germany, France and Brazil). Within each country, millennials' perception of luxury is then compared to the perception held by previous generations (Gen X, baby boomers and seniors).FindingsThe results clearly demonstrate that millennials' definition of luxury is not internationally homogeneous; millennials do not hold a global vision that transcends frontiers. Furthermore, comparisons of luxury perceptions among nonmillennials from the same countries reveal that millennials match their national culture more than a cohesive age culture.Research limitations/implicationsThis research has two main limitations linked to the limited number of surveyed countries, along with a limited sample size of millennials per country. Nonetheless, the results give additional support to the glocalization hypothesis. Yet, as millennials represent 44% of personal luxury goods purchases, they catch attention from both luxury sellers and researchers. Evidence indicates the notion of a “millennial luxury consumer” could be still an empty label.Practical implicationsThe extensive use of the “millennial” label across countries implies generational homogeneity across borders, whereas reality is more diverse. Also despite the fact that luxury brands are highly globalized, the perception of what defines luxury – the hierarchy of its most salient attributes – does vary per country, thus needs specific attention.Originality/valueThe current findings reveal that millennials from the six surveyed countries do not share the same perceptions of luxury traits. Moreover, millennials' definition of luxury mirrors the definition held by nonmillennials from their own country, suggesting a strong cultural influence in each country.

Monkey see, monkey do? Examining the effect of entrepreneurial orientation and knowledge sharing on new venture creation for Gen Y and Gen Z

Purpose This study aims to examine the effect of entrepreneurial intention and attitude towards knowledge sharing on new business creation by comparing two generations, Y generation (millennials) and Z generation (post-millennial). In addition, the current study uses a social cognitive theory as a point of departure to test the research hypotheses. Design/methodology/approach This study deploys a quantitative approach (hypothetic-deductive approach) by surveying 300 respondents representing the two Indonesian generations. The questionnaire consisting of demographic items (age, education, etc.) and variables was the primary research instrument. This study used regression analysis, a Wald test for examining the proposed hypotheses and a t-test to provide a deeper analysis of the findings. Findings Findings from the current study show that Gen Y is still seeking a balance for their learning sources by involving in their social environments as well as exploring the digital world. In contrast, Gen Z is much more dominant in the independence to learn things that interest them. They have less dependency on social patrons but prioritise themselves as the leading model. Practical implications The findings of this study provide practical implications for higher education institutions in the development of entrepreneurship education to achieve learning effectiveness. Originality/value This study aims to contribute by providing empirical evidence in the effect of entrepreneurial orientation and attitude towards knowledge sharing on new venture creation with particular reference to Gen Y and Gen Z, suggested by previous studies. Although Gen Y and Gen Z are digital natives, this study provides insight into a shift in the characteristic of two generations, as also found in comparison to previous generations, such as Baby-Boomer vs Gen X and Gen X vs Gen Y. This study proclaims the need to adjust organisational theories to enable them to explain the shifting phenomena at the micro and macro level for every generation. Exploratory research to better understand the characteristics of a generation in other settings is a crucial proposal proposed by this study.

Requiem – Alàgbà, Dr., Prince, Mosọbalájé Ajíbádé Àkàndé Adébáyọ̀ Fálétí, OON, DLitt., FNAL, JP, a.k.a ‘Pa Fálétí’ to Some; ‘Bàbá Fálétí’ to all and Sundry.

What is in a name? It is a testament to everything relational, from the ceremonial to the conventional to the familial! The progression from ‘Knowing of a person’ (mímọ ẹnì kan); ‘knowing something about that person’ (mímọ nǹkan nípa ẹni náà, mímọ ẹni náà); to ‘knowing that person well, personally’ (mímọ ènìyàn náà dáadáa) describes the various levels and depths of measuring knowledge of and/or familiarity with that person. It determines and builds the foundation of relationships. Thus, the trajectory of relationships run the gamut from having heard once of or about the person’s name mo ti gbọ or ́ úkọ yẹn rí (I have heard of that name before); to knowing a smattering bit of information associated with that name, bẹ́ẹ̀ ni, mo mọ ǹkan díẹ̀ nípa orúkọ yẹn (yes, I know a little about that name/person); to having a good knowledge of the person through study of his/her published works, mo ti ka àwọn ìwé wọn; mo mọ iṣẹ́ wọn dáadáa (I have read his/her works; I am quite familiar with them); to intimate, first-hand knowledge of and familiarity with the person, works and all, the Mo mọ wọ ̀ n dáadáa ́ (I know him/her very well, personally), indeed, at the formal and familial levels of relationships. 2 Pamela J. Olubunmi Smith Thanks to the immense, providential endowment trumpeted on the airwaves, and flashed on screen, and showcased on makeshift stages from hamlet, to village, to town squares and city halls, and planted in almost every household so the gen-X and gen-Y Yorùbá can, in varying degrees, claim knowledge of and familiarity with Bàbá Fálétí, the man, the artist, the actor, the prodigious poet, indeed, the half-sung, consummate bard, the cultural icon, beloved son of Yorùbáland. With even greater gratitude to the dear friend who, as the story goes, having read, at Fálétí’s request, a lengthy poem Fálétí had penned in English, advised his B.A. honors-in-English friend to start writing in Yorùbá. Thankfully, Fálétí heeded his friend’s daring, but honest friendly advice, switching his language choice to Yorùbá, and thus making us all heirs to a lasting legacy undoubtedly steeped in and shaped by quintessential Yorùbá traditions.

Effective Market Segmentation for Open Distance Learning Institutions’ Marketing Strategy

This study aims to examine prospective learners’ perceptions toward effective market segmentation strategies for Open Distance Learning (ODL) advertisements. A descriptive study was conducted to assess preferences based on the generational cohort. Self-administered questionnaires were used to obtain meaningful data from 282 potential learners in Malaysia. The potential learners were working adults based on generational cohorts, namely, Gen Z, Gen Y, Gen X and Baby Boomers. The study was conducted from October to December 2020. Based on the analysis, Substantiality and Accessibility between ODL institutions and the market were viewed by the majority of the respondents as more effective than Responsiveness and Identifiability. However, the standardised path coefficient shows that all variables are significant predictors of the effective market segmentation. Therefore, it is noteworthy to develop creative marketing strategies to attract the attention of a wider audience. The insights obtained can potentially assist ODL institutions to better understand the characteristics of effective market segmentation. The study adds to the existing marketing literature and has strong implications in both academic and ODL institutions, particularly regarding the aspect of prospective learners’ opinions pertaining to effective market segmentation.

South African Consumer Adoption of Plant-Based and Cultivated Meat: A Segmentation Study

The purpose of this study was to assess the likelihood of consumer adoption of plant-based and cultivated meat in South Africa as a pathway to a healthy, sustainable, and equitable food supply. We recruited a large sample of South Africans representative across age (18–61), gender, race, and income to participate in an online survey. Participants responded to a range of measures including adoption indicators, estimated yearly intake, motivators for purchasing, desired product characteristics, preferred species, and sociodemographics. We found a high degree of openness to both products. For plant-based meat, 67% were highly likely to try and 59% were highly likely to purchase. For cultivated meat, 60% were highly likely to try and 53% were highly likely to purchase. The highest acceptance was amongst the younger generations: 60% of born-frees, 62% of millennials, and 53% of Gen X were highly likely to purchase plant-based meat and 55% of born-frees, 55% of millennials, and 46% of Gen X were highly likely to purchase cultivated meat. For the general population, we observed that future meat intake was estimated to be split equally among the three meat categories (conventional, cultivated, and plant-based). We found early adopters (those highly likely to purchase) to be quite similar in attitudinal and sociodemographic characteristics in comparison to the general population. The study findings suggest that both plant-based and cultivated meat could be viable market-based options for improving the food system in South Africa, as consumers across all segments of society, and especially amongst the younger population, indicated broad acceptance.

Effect of Operating Room Personnel Generation on Perceptions and Responses to Surgeon Behavior

Background Little is known regarding the impact of operating room (OR) personnel generation on their perceptions to various surgeon behaviors. We aimed to characterize these relationships by evaluating their responses to 5 realistic intraoperative scenarios. Methods Operating room personnel were asked to assess surgeon OR behavior across a standardized set of 5 scenarios via an online survey. For each scenario, respondents were asked to identify the behavior as either acceptable, unacceptable but would ignore, unacceptable and would confront the surgeon, or unacceptable and would report to management. Chi-squared analyses were used to compare responses to surgeon behavior with respondent generation. Results There were 3101 respondents, of which 41% of respondents were baby boomers (n = 1280), 31% were generation (Gen) X (n = 955), and 28% were Gen Y (n = 866). Overall, when compared to Gen X or Gen Y, baby boomers were significantly more likely to find surgeon behaviors of impatience ( P < .001), being late for a case ( P < .001), swearing in the OR ( P < .001), and shouting with a bleeding patient ( P = .001) to be inappropriate and would talk to the surgeon. Alternatively, Gen Y respondents were more likely to find fault with surgeon behaviors that deviate from rules and regulations, such as forgetting a time-out ( P = .001), when compared to baby boomers and Gen X respondents. Discussion Results of our study demonstrate that OR personnel generation affects their perceptions and response to surgeon behavior. Understanding these tendencies can guide efforts to improve OR interactions among team members.