University of Southern California

CTM Conference to Examine "Millennial" Impacts on Business
Social Networking, Lack of Hierarchy Transforming Business Cultures of the Future, Speakers Say
April 21, 2008 • by News at Marshall

As the so-called "Millennial" generation enters the U.S. workforce, it promises to upend long-standing corporate hierarchies, approaches to technology and ways of doing business, in ways that are only beginning to be understood.

To examine these changes, the Institute for Communication Management Technology, or CTM, at the University of Southern California's Marshall School of Business will hold a half-day conference on May 2 featuring top speakers on Millennial demographic, technological and business issues.

"Millennials are only now beginning to hit the workforce in significant numbers, bringing a great work ethic, understanding of technology and collaborative approach, but also a sense of entitlement and disdain for hierarchy that challenge the way business gets done," said Morley Winograd, CTM's executive director. "Business, marketing and technology leaders need to start understanding the implications for this transformation and to adapt the way they operate."

Though exact demographic dividing lines are subject to some dispute, Millennials are generally described as that cohort of Americans born between about 1983 and 2003. They are generally a generation with high self-esteem, intense interest in new communications technologies such as social networking and instant messaging, a close relationship with highly protective and involved parents, a sense of entitlement and an indifference to traditional hierarchical authority structures.

Winograd, co-author of "Millennial Makeover: MySpace, YouTube and the Transformation of American Politics," is one of two keynote speakers at the May 2 event at USC's Davidson Conference Center in Los Angeles. Winograd will examine whether organizations can “successfully adopt a 'peer-to-peer' culture" as their own.

Winograd will be joined as a keynote speaker by Pete Markiewicz, co-author of "Millennials and Pop Culture" and CTO of Indiespace, a pioneering consultancy focused on how companies can use online tools to market and sell music, movies and other entertainment. Markiewicz will discuss Millennial consumers, who rely on social-networking technologies, instant messaging and text messaging to stay in close contact with their peer group and family members.

The conference also will feature panels on "New Corporate Information Systems for the Millennial Worker" and "Exploiting Enterprise Social Networks for Corporate Productivity."

To register for "The Millennial Generation: Revolutionizing the Enterprise Workplace?" go to:

To see video of Winograd discussing "Millennial Makeover," go to:

To see video of Markiewicz discussing Millennials, their technology habits and the implications for marketers and other business leaders, go to:

About the USC Institute for Communication Technology Management
The USC Institute for Communication Technology Management, or CTM, conducts research, education and conferences on the Networked Digital Industry, whose technologies and business practices are transforming the world's economy. CTM's executive director is Morley Winograd, former senior policy advisor to Vice President Al Gore and co-author of "Millennial Makeover: MySpace, YouTube and the Transformation of American Politics." CTM's units include the Institute for Critical Information Infrastructure Protection and the annual Mobility Study, which annually examines mobile-technology adoption and usage in more than a dozen countries. CTM is a unit of the USC Marshall School of Business.

About USC Marshall School of Business
Based in Los Angeles at the University of Southern California, at the crossroads of the Pacific Rim, the USC Marshall School is the best place to learn the art and science of business. The school's programs serve nearly 5,000 undergraduate, graduate, professional and executive-education students, who attend classes in facilities at the main Los Angeles campus, as well as satellite facilities in Irvine and San Diego. USC Marshall also operates a Global MBA program in conjunction with Jiao Tong University in Shanghai, China.

About the USC Marshall School of Business
Consistently ranked among the nation's premier schools, USC Marshall is internationally recognized for its emphasis on entrepreneurship and innovation, social responsibility and path-breaking research. Located in the heart of Los Angeles, one of the world's leading business centers and the U.S. gateway to the Pacific Rim, Marshall offers its 5,700-plus undergraduate and graduate students a unique world view and impressive global experiential opportunities. With an alumni community spanning 123 countries, USC Marshall students join a worldwide community of thought leaders who are redefining the way business works.