10 years from now, Millennials will comprise 75% of the global workforce. Those born between 1981 and 1997 have a different approach to life from the older generation: They are less likely to trust the brands on supermarket shelves, or politicians. They are more conservative about money, less so on social issues like gay marriage. And they want jobs that have more meaning.

“The biggest challenge for corporations and other organisations is how to find and keep this generation of employees.”

How must they adapt? What must they say and do to compete for the very best talent?

Gather has carried out research with international students on undergraduate and postgraduate courses at Strathclyde University Business School and Heriot-Watt University School of Management and Languages to find out how they feel about corporations.

The research answers questions like:

1) How attractive are companies who place social purpose at the centre of their offer?

2) How important is being successful in a high paying career or profession to you personally?

3) Which sectors would you most like to work in?

4) How important is work life balance?

We are living in an era of extraordinary digital and media expansion, where brands are increasingly built by the conversations people are having online.

“Never has it been so important to understand and be clear on how to navigate this complex landscape.”

Today Gather, in collaboration with YouGov, launches an in- depth research report into how corporates feel about digital and social media. Soliciting the views of professional communicators in big and small corporates, the report shows how these organisations feel about their own digital and social media, as well as their various stakeholders’ attitudes towards it.

The report highlights a gap in corporate digital and social media communications that needs bridging. Both digital and social media hold great potential to connect previously disconnected audiences, through the creation of a single organising idea that can then resonate with each group in a way that’s right for them.

Some of the key findings are:


of organisations with a responsibility for communicating with investors admitted that they didn’t currently use any of the main digital and social channels


expect to increase their use of digital media in the next two years, and the prediction is the same for social media

Descriptions of a digital revolution seem like truisms in a world where the ways we engage with brands have changed so radically, so quickly. Nonetheless, the speed and novelty of developments in digital continue to dazzle.

In this paper, our Head of Brand examines how the best companies are making the most of digital technology and the behavior it generates to build closer customer bonds and resilient, more positive association with their brands.

The challenge for everyone is to try to stay ahead of a curve that’s hurtling along.