The Rotman Design Challenge, hosted by the University of Toronto's Rotman School of Management, brings together business and design schools to tackle innovation problems. The 2013 challenge asked how Target might leverage its Expect More. Pay Less® and 'Design for All' mantras to be and be recognized by Millennials as a leader in sustainability. We were given just under four weeks to complete the project and present a final 12-minute presentation in Toronto.
Both primary and secondary research methods were used to deepen understanding of Millennials, Target, and how both entities view sustainability.
Millennials believe that collective action can make a difference. They are drawn to big issues and working for causes. They are likely to integrate their causes into daily life.
Crowd sourcing is an important behavior. Millennials are open to getting opinions from peers rather than “experts.”
Millennials connect with a greater number of people than other generations. They tend to shop with friends and coworkers.