Many of today’s young Brand U’s were brought up in a permissive environment where questioning was an accepted form of behavior. Authority was also questioned. Rules were made to be broken. These Brand U’s threaten traditional managers who demand unquestioning obedience.
Both management and employees may feel threatened by change. Management may feel threatened when they perceive a loss of authority. Employees may feel uncomfortable because of continual changes, emphasis on training, additional responsibilities, elimination of work rules, self-managed teaming, self-direction, and new forms of supervision.