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Please read the Making Responsible Decisions insert on page 72. The decision is based on Millennials Are a Force for Good – Millennial Style.

Based on your analysis, post your response to the following question:

1. How will your interest in being a force for good influence your education and career

decisions? Be specific.

Post your response to the questions and comment on at least one of your peer’s posts.

Making Responsible Decisions
Millennials Are a Force for Good
As the next generation of business leaders, millennials are determined to redefine the workplace as an outlet for
creating both profit and meaning. They are idealistic, energetic, transparent, and eager to get started. In short,
they are a force for good, particularly when it comes to social and environmental responsibility. The group
includes students in college and graduate school and many early career employees, who are all driving change in
different ways.
There are approximately 17 million undergraduate millennials who expect sustainable campus communities that
include LEED (Leadership in Energy and Environmental Design)-certified housing, campus transit systems, and
recycling programs. Graduate students are looking for programs with sustainability electives, case studies, and
potential for involvement with organizations such as Net Impact (www.netimpact.org @), a nonprofit for students
who want to “use business to improve the world.” Sara Hochman is a typical example. She was interested in
environmental issues in college, and her first job was an environmental consultant. To make a bigger impact on
her clients, she enrolled in graduate school at the University of Chicago where she could take an elective on
renewable energy and join the Energy Club.
Early career employees want “green” jobs such as social responsibility officer, corporate philanthropy manager,
MacBook Pro
Early career employees want “green” jobs such as social responsibility officer, corporate philanthropy manager,
and sustainability database specialist. In addition they want to work at companies that advocate good corporate
citizenship, responsible capitalism, and “B-corp” status. They view themselves as part of a “positive business”
movement that balances the interests of shareholders, employees, and society. Charlotte Moran, a mid-20s group
marketing manager for Siemens Home Appliances, explains: “I’d find it very hard to work for a company that
didn’t understand its impact on the environment and didn’t make an effort to change for the better.”
Some companies are taking note of millennials’ interests. Unilever has launched its Sustainable Living Plan to
create “brands with purpose,” Apple’s new headquarters is described as “the greenest building on the planet,”
and Whole Foods Market makes decisions only after considering the needs of all stakeholders.
How will your interests in being a force for good influence your education and career decisions? The world will
know soon!
Racial and Ethnic Diversity
A notable trend is the changing racial and ethnic composition of the U.S. population. Approximately one in three U.S. residents
belongs to the following racial or ethnic groups: African American, Native American or Alaska Native, Asian American, or Native
Hawaiian or Pacific Islander. While the growing size of these groups has been identified through new Census data, their economic
impact on the marketplace is also very noticeable. Hispanics, African Americans, and Asian Americans spend more than $1.3
trillion, $1.1 trillion, and $770 billion each year, respectively. To adapt to this new marketplace, many companies are developing m
ulticultural marketing programs, which are combinations of the marketing mix that reflect the unique attitudes, ancestry,
communication preferences, and lifestyles of different races and ethnic groups. S

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