Digital Nomads: Fuse Explores What the Significant Workplace Trend Says About Marketing to Millennials


BURLINGTON, Vt.–(BUSINESS WIRE)–It’s forecasted that in
the next 20 years, more than one billion people will be Digital Nomads
,
a location-independent lifestyle made possible by the internet, cloud
computing, and other advances in technology. The Digital Nomad trend is
more than just a new way to work; it represents a way to live that’s
connected, adventurous, creative, and collaborative.

Fuse’s research this month surveyed 1,000 consumers between the ages of
22-44, all of whom are presently full-time employees or freelancers.
Some participants of the study already identify as Digital Nomads, while
others said they’d consider it in the future. In either case, our
participants had a lot to say about the future of the workplace and
their priorities.

Passion for Adventure Outweighs Job Security
Working from
anywhere in the world, Digital Nomads have the freedom to follow their
passion for travel – but prioritizing adventure comes at a cost. Digital
Nomads forgo a fixed income and benefits, often taking on freelance
assignments instead of full-time employment. Future work is rarely
guaranteed, yet they happily accept those risks to remain mobile and
able to immerse themselves into the global cultures that inspire them.
In fact, 21% of Millennials said they would accept a 25% salary
reduction
if it meant they could work remotely from anywhere in the
world.

A Sense of Urgency
Jack
Mann, 29-year-old founder and CEO of Vibes
, says about being a
Digital Nomad, “Waking up with the excitement of a new location, the
lure of adventure and the curiosity of the unknown out the window or
around the next corner makes you feel a different type of alive.”
Today’s Millennials take youthful restlessness to a new level. While
previous generations might have delayed similar global adventures,
Digital Nomads are making it a priority early in their lives despite
less savings, little job security, and at great risk to a traditional
career trajectory: 78% of Millennials would choose to work remotely from
a global location even if it meant risking career advancement.

Flexibility Builds Loyalty
A FlexJobs report found that 82%
of Millennials said they are more loyal to their employer if offered
flexible work options
. Fuse’s findings were similar with 95% of
Millennials saying workplace flexibility is one of the most important
factors in whether or not they are loyal to their employer. And whether
workers are simply telecommuting in the traditional sense, or becoming a
Digital Nomad, the number of employment opportunities continues to grow.
The leading industries offering work available to workers offsite
include health care, IT, training, sales, customer service, finance and
hospitality.

Autonomy is the Priority
Having professional autonomy gives
Digital Nomads the freedom to think creatively, set their own work
schedules and build a successful global network of peers to collaborate
with. Digital Nomads believe that their autonomy results in greater
self-motivation compared to a traditional office environment. Fuse’s
study found that 79% of Millennials said they’d be more self-motivated
if they were able to set their own schedule and work remotely, a
sentiment echoed by Melissa Ng, 28-year old founder of successful
nomadic business Melewi, who states, “It’s
the autonomy of being able to choose where I want to be that made [being
a Digital Nomad] appealing.”

Contact
us
to learn more about young adult behavior.

About Fuse
Fuse
is an independent agency that creates authentic brand engagement for
teens and young adults. We specialize in content, campus, influencers,
sports, music and retail while providing services across brand strategy,
social, creative and experiential. Our staff, led by partners Bill
Carter, Issa Sawabini and Brett Smith, is comprised of experienced
marketing professionals and cultural experts who maintain unrivaled
attention to authenticity. For more about Fuse, check out our website or
find us on InstagramTwitter,
and LinkedIn.

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