Generational expert to speak on how businesses can connect with millennials

American millennials number over 80 million, representing a quarter of America's population and the largest segment of its workforce. So what can business do to keep up with them?


Gen Z and millennials researcher Jason Dorsey will spend half a day discussing that question with Washtenaw County community members at the Generational Workforce and Sales Growth Summit. The summit is hosted by Destination Ann Arbor and will be held on May 22 from 8:30-11:30 a.m. at the Ann Arbor Marriott Ypsilanti at Eagle Crest, 1275 S. Huron St. in Ypsilanti Township. Event registration closes May 15.


The summit aims to provide insight into implementing millennial-friendly marketing and recruiting strategies for business and sales leaders.


"Millennials and Generation Z are causing challenges and driving change on the customer and employee side," Dorsey says. "In this summit, we want to break through the myths of all generations and provide specific examples of how businesses can reach millennials."


Dorsey says one misconception people have about millennials is that they're all in in their 20s. However, most millennials are now over the age of 30. Dorsey also says millennials are the top generation to refer friends to a business, a fact many businesses should consider in their marketing strategies.


With millennials as the largest generation in the workforce and outspending all other generations, Dorsey says it's important for business owners to understand how to attract millennials to their businesses – for purchases or employment opportunities.


Dorsey will share specific to-do items that companies can implement to attract and retain millennial employees in the summit.


"If you can successfully adapt to millennials, you'll attract other generations," Dorsey says. "For employment, it's never been more important than now to keep millenials. We are the core group to understand."


Emily Benda is a freelance writer based in Ann Arbor. You can contact her at


Photo courtesy of Destination Ann Arbor.

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