Research shows that Millennials—those born between 1984 and 2002—are showing an orientation towards seeking meaning and purpose in their lives. Worldwide, they are becoming increasingly aspirational and, as such, will be drawn as customers, employees and investors to equally aspirational organizations—that is, to companies that have MTPs and live up to their tenets. In fact, we expect to see individuals coming up with their own MTPs, which will juxtapose, overlap and symbiotically exist with the organization’s MTP.
