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The Life of Y
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The Life of Y
Engaging Millennials as Employees and Consumers

  • Debashish Sengupta - Director, Alliance School of Business Alliance University, Bangalore, India


November 2017 | 316 pages | SAGE Publications Pvt. Ltd

1st prize in the DMA-NTPC Management Book Awards, 2018.

Currently, we have about 2 billion millennials in the world, aged between 17 and 37 years, who are fast becoming the world’s most important generational cohort in terms of consumer spending growth, sourcing of employees and overall economic prospects. Engaging this cohort for businesses, societies and nations is no more a matter of choice.

The 2016 millennial survey by Deloitte on millennials has alarming news for companies the world over. Majority of the millennials or Gen Y workers are likely to change their companies by 2020. While the world over similar trends are visible, India ranks third where the probability of Gen Y workers leaving their current companies is maximum. The survey also points to the fact that this lack of loyalty may be a sign of neglect that millennials might be facing in their organizations. Such poor levels of engagement of millennial workers in India and rest of the world are a huge red flag for all companies. Poor engagement will not only have cost implications but also have huge negative implications on the growth, profitability and sustainability of companies, especially when the going is not particularly easy for most of the industry sectors.

This book attempts to create a deep empathy for millennials and is a result of the author’s extensive research spanning almost a decade. The book dives deep into the life of Generation Y and seeks to create an unbiased understanding about this generation, thereby exploding the perceptual myths and stereotypes about them. Based on the research, the book suggests a new strategy to engage with the millennial generation in the workplace and marketplace in particular and the society in general. It provides a consultative guidance to engaging millennials seeking to replace the old models and designs of engagement.

 
Foreword by Marshall Goldsmith
 
Foreword by Kiran Mazumdar Shaw
 
Preface
 
Acknowledgements
 
Part I: Unravelling Millennial Behaviour
 
The Misunderstood Generation!
 
Understanding Millennials
 
Part II: The Life of 'Y'
 
Emotional and Social Wellness Paradox
 
Material Wellness Paradox
 
Physiological Wellness Paradox
 
Paradoxical Life and Happiness Reversal
 
Part III: Engaging the Millennial Generation
 
The New Rule of Engagement
 
Engaging Millennials at the Workplace
 
Engaging Millennials at the Marketplace
 
Engaging Millennials in the Society
 
Corporate Leadership and the Future of Millennial Engagement
 
References

‘Millennial puzzle is a global challenge today. There is certainly a sense of excitement as millennials populate workplaces and marketplaces and become more dominant players in the society. However, there is also a sense of uncertainty as to how to engage them, aggravated by the widespread myths that prevail about this generation. This book not only spectacularly busts those myths but also introduces us to the “real” millennial as never before. Actual life narrative accounts of millennials make it even more lively and gripping. A must-read for everyone, including millennials themselves!’

Ranjini Manian
Author of Make It in India Founder, Global Adjustments

‘This book is a must-read for organizations that are looking to positively engage with the millennial generation. It boldly attempts to define the rules of engagement for a generation that will reshape our future.’

 

Kiran Mazumdar Shaw,
Chairperson & Managing Director, Biocon

‘This book is a must-read for organizations that are looking to positively engage with the millennial generation. It boldly attempts to define the rules of engagement for a generation that will reshape our future.’

Kiran Mazumdar Shaw,
Chairperson & Managing Director, Biocon

‘This is a very relevant topic across the world. It is even more pertinent in India given the demographic profile. Dr Debashish Sengupta is passionate about this topic and has covered all the key aspects of it’. 

Mohandoss T.
Senior Executive in a large MNC firm

This book attempts to create a deep empathy on what millennials want. In this book author has thrown some light on the behavior of Gen Y, and has made an attempt to list a few pointers on how to interact with them and develop the next level of managers. Based on the research, the book suggests a new strategy to engage with the millennial generation in the workplace and marketplace in particular and the society in general, the research explains how the millennials behave,  react in different circumstances and what makes them happy, thereby helping prospective employers gain wisdom on how to successfully engage the millennials at the workplace

BUSINESS WORLD, 28 April 2018

‘The life of Y’ by Debashish Sengupta is a good work on understanding the life of millennial not just within organization and but also in the burgeoning social and formal marketplace as consumers of products and services.

The idea of this book revolve around engaging the millennia generation at workplace, market place and as contributing member of the society. The author emphasizes that to thrive and to survive in this dynamic changing world, corporates need to attract, train and retain the best of these talented workforce.

The book is structured and phased into three parts:

Part-I, covers ‘Unravelling Millennial Behavior’ in which the author emphasizes that there is a need for deeper drive into their lives and their experiences to truly understand them and their behavior. He stresses the need to understand contextual and environmental influences which are never static but evolve and changes over time. So according to him keeping the track of change

Part-II covers ‘The life of Y’ which highlight the emotional and social wellness paradox, Material wellness paradox, Physiological wellness paradox and reversal of millennial happiness.

Part-III covers how this understanding and deep empathy about the life of millennial can be used o engage them at workplace, marketplace and in the society to create an effective sustainable organization

ABHIGYAN, April-June 2018
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ISBN: 9789386602749
£15.99