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Misperceptions keep Millennials away from retail careers

Friday, April 19, 2013   (0 Comments)
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The majority of young adults aren't seeking careers in retail, largely due to a limited understanding of the industry, according to a study by the National Retail Federation.

Millennials lack interest in retail careers because they have a narrow perception of retailing, viewing the industry as a world of "cash registers and name tags” and little else, according to a NRF, which conducted a nationwide survey of 700 young adults ages 18 to 24.

"If we don't start to dispel these types of myths,” said NRF President and CEO Matthew Shay, "then we won't be able to compete for the high-quality talent that we need.”

Forty percent of the young adults surveyed said they want their opinions heard, 31 percent want their ideas implemented and 25 percent desire the opportunity to own and manage their own projects in their first jobs.

The number-one most important experience young adults are seeking in their first job is to learn new or innovative technology, the survey revealed.

When considering a potential job, nearly half of the young adults said they value work/life balance. A quarter of young adults feel working for a company whose mission and values match their own is one of the most important characteristics when evaluating a career opportunity. Twenty percent consider positive community involvement and the same percentage values environmentally responsible practices.

The survey coincides with the NRF's "This is Retail" campaign, designed to help retailers understand the career wants of new and emerging talent.

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