Innovation has not been demographically characterized. In addition, the records that show a level of understanding of their variables by country are limited, partly due to the lack of consensus and, in part, due to the lack of studies. And although some countries may use certain global indices and indicators of the state of the economy, its history and its opportunities, it is possible to think that each country, with its idiosyncrasy, has innovation practices that vary. Under the same logical principle, when contemplating the demographic aspect, we will surely find variations in characterizing the population and segmenting it, just as organizations do. There is mainly the generational category when segmenting a market and the segment that most attracts attention is that of the new workforce that will take over the economy in the near future. A substantial objective of this work is to determine how the attitudinal peculiarities of the millennial converge with those of the same-generation entrepreneurs found in field work, in the manner of a cross-referencing of information that allows, within a general theoretical framework, to support a conjecture on the behavior of these and how they carry out the practices that allow them to be innovative. Is there evidence that there are own innovation procedures or a distinctive feature for this generation outside of what has already been raised in the literature on this subject? This research shows that, beyond speculation, there is evidence of a particular affinity towards innovation and the appropriation of at least one innovative practice in particular, which is also consistent with a typification of own attitudinal values identified both in the literature as in the present investigation. Likewise, it is discarded not only a practice of own innovation but several paradigms assigned to this generation. These results have implications for the management of human talent and marketing as well as for the academy.
