With technological shifts, cultural paradigm shifts and a general abundance, the millennial generation is next up on the list to take hold of the reigns of the world stage in all aspects of life.

Their grandparents grew up during world wars and depressions and were happy just for an opportunity to land a stable job and be able to save a little money. Their parents had it easier, breaking away from the monotony of sticking with one factory job for the rest of their lives and experimenting with different ideas.

Now the Millennials, provided everything they could possibly want and need, an abundance of comfort, and an increasingly connected and rapidly changing technological landscape, are looking towards more purpose in life and don’t like too much deviation from that purpose. And being that most of the waking hours are spent at work trying to make a living, it is only expected that those same entitled millennials are expecting to be pandered to by their workplaces to provide them with that purpose.

Companies would do well provide for purpose to be more appealing to return customers and strong talent. People will be drawn into the company that provides the value and purpose that they resonate with. And as well, with millennials increasingly taking positions in management, they will be better suited to handling the present landscape, with the ability and flexibility to handle the ever changing, increasingly connected, and globally competitive business world.

A workplace provides purpose through it’s culture by laying out values that are worth striving for and holding its management as well as its employees accountable to those values. Now more than ever, millennials strive for equality and diversity, fighting for the rights of minorities and those they perceive as oppressed peoples. Therefore those companies that aim at offering equal pay and cracking down on discrimination, for example, will be more appealing to millennials. Though due diligence should be performed so that the rules do not become so inflexible and commanding that the opposite of what is intended occurs.

With the older generations growing older and the rapidly changing conditions that the millennials grew up under, it is only logical that for a company to stay competitive, they should be more attractive to the newer generations by providing a culture more resonant with their purpose.