bridging the generationssavers generation impacts how you live boomers: post wwii spenders live to...

Making Dreams Fly ®

Bridging the Generations:From Minnie Pearl & Pearl Harbor

toWiki & Wii

MidAmerica Crop Life Association

September 7, 2010Steve Drake


Today’s Agenda

1. Bridging GenerationsGenerations as GenerationsGenerations as EmployeesGenerations as Consumers

2. Social media as a business tool for Gen Y

3. And Cause Marketing for Gen Y too

“Stopping Points” after each section


Who’s Here?

5.9%

38.2%

20.6%

41.2%

14.7%

0%

20%

40%

60%

80%

Enviro &/orSafety

SalesStaff/Mgr

MarketingMgr

Sr Mgr Other


Birth Years Here

0.0%

76.5%

20.6%

2.9%

0%

20%

40%

60%

80%

Pre 1946 1946-1964 1965-1977 1978-1995


10%

44%34%

12%

0%

20%

40%

60%

80%

100%

Matures Boomers Gen X Gen Y

US Population

MACA

Generations: You & the U.S.


Four Generations as:

• Customers/Prospects

• Colleagues

• Employees

Generational Challenge


Disclosures

Yes, these are generalizations

Yes, there are exceptions

What follows is a compilation of research and literature from multiple sources

Plagiarism vs research


Generational Background


BabyBoomers77 million

Generation Y

76+ million

Generation X

50 million

Pre-Boomers

24 million

Before 1946 1946-1964 1965 – 1977 1978 - 1995

Birth Years:

Generational Divides


First Year Eligible for Full Retirement

05

10152025303540

Num

ber E

ligib

le (m

illio

ns)

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

2021

2022

2023

Year

Boomer Peak Boomer retirement will lead to an “all

out war for talent.”


Characteristics, Perspectives, Attitudes and Beliefs


Generation Overview

Matures:DepressionBuildersSavers Generation

ImpactsHow you

Live

Boomers:Post WWIISpendersLive to Work

Xs:Latch-keyDivorceDownsizedIndependent

Ys:Digital revolutionCorp/Gov’t flawedShort attention spanWork to Live


Generation Divide

Boomers:Work is a PLACE

Ys:Always “wired,” means work whenever &

where ever

Cultural Differences:Work-Life balanceFlextime


Work Life Balance

Work

LifeFamily

Work Life

Family

#1 Issue between Generations

70% of American workers say they don’t have proper work-life balance … and blame companies for the problem.


Generation Y90% say they are “very close” to their parents.44% of teens consider parents as role models.

Quality and quantity time.

Raising a family is veryimportant – 75%.

Baby BoomersMore than 40% in 1974 said they would be better off without their parents.

Quality time.

Raising a family is very important – 59%.

Family - Parenting


Generations Y Loyalty(in order of importance to them)

1. Families

2. Friends

3. Communities

4. Co-workers

5. Themselves

6. Their company


Marrying later or not at all

• 1960 • Women 20 years old• Men 23 years old

• 2007 • Women 26 years old• Men 28 years old

Median age at marriage


• More than 60% of students volunteer at least monthly

Volunteering is important

• More than 80% of college freshmen volunteered as high school seniors

• Focus: environment, poverty and community problems

• Top reasons for volunteering: • “feel I am helping others”• “good skills for the future”• “makes me feel proud”


1. Who is Gen Y?2. How big is it?3. What “turns their crank?”4. How do they define success?

Stop & Review


Generations as Employees


Workplace Background

50% of largest U.S. companies will lose 50% of their senior managers in next 5-10 years

By 2014, the U.S. could face a shortage of 10 million workers


10%

44%

34%

12%

0%

20%

40%

60%

80%

100%

Matures Boomers Gen X Gen Y

Generations in Work Force

60% of employers report some “generational tension”


Key Characteristics

BoomersPriority on careerSacrifice family for workHard workersLoyalty to company“Panic” re: retirement

Gen XWaiting to move up Using technologyPrefers cash & salaryWants some funLoyal to profession

Gen YContact with supervisorMake a differenceWork in teams

State-of-art tech stuffBe at top nowFrequent feedback & training


Retaining Gen Y

• Not how long … but … how hard• Exit interviews may spot trends … Ask right

questions• “Boomerang Club”• Recognize what’s important and where:

Like having birthday offOr sharing with parents

• Spread word re: promotion & why• Highlight pathways for internal promotions


Motivating

• Most try to motivate based on what we find motivating.

• Mistake!• Ask them what motivates them … could be as

simple as getting off 30 minutes early on Fridays.

• Read DRiVE by Daniel Pink.


• Gen Y workers want a job that lets them exercise personal values and beliefs

Causes Click

• 62% want to work for companies that give them a chance to use their skills to help a nonprofit


Cause MarketingMarketing strategy & much more

Making Dreams Fly ®67,054 families


Pepsi Refresh Vote


[email protected]

Be a Host!


Boomer Views

On Boomers:• Worried about retirement• Hard workers: do whatever it takes to get job done• Goal oriented with good work ethics, relationships

On Gen X-ers:• Family first/Job is a means/Transient/Job hoppers• Self absorbed/Money/Title• Good workers/Need motivation, Constant attention

On Gen Y-ers:• Feel entitled/Poor work ethic/Strange work habits• Need a lot of stroking/Recognition/Not loyal• Dependent on technology, lost without it


Gen X Views

On Boomers:• Resistant to change/Doers not Delegators• Didn’t plan for retirement and probably won’t retire• Work comes first/Hard working, dedicated

On Gen X-ers:• Job hoppers/Loyal to self/Opportunistic• Family as important as work/Willing to Risk• Able to bridge gap between Boomers & Y-ers

On Gen Y-ers:• “Entitled.” Selfish, Impatient, Arrogant• Want to be involved in decision making• Tech savvy/Prefer electronic devices/Mind over Body


Gen Y Views

On Boomers:• Not tech savvy• Relaxed/Easy to work with/Not fully engaged• Hard working

On Gen X-ers:• Carefree/Laid back• Cynical, “me” generation• Skeptical especially about Gen Y’s abilities/habits

On Gen Y-ers:• Technologically sophisticated• Looking for outreach/Too eager to change world?• Open minded/Willing to adopt new practices/ideas


1. What Generations are in the work place?2. How do we learn to work together?3. What “turns their crank” about work?4. How do we recruit & retain staff from

differing generations?

Questions/Discussion:What does this mean to you in your work?What 1 question do you want the panel to answer?

Stop & Review


Generations as Consumers & Media Users


0%5%

10%15%20%25%30%35%40%45%50%

Volunteer

Faith-based

Civic Event

Political E

vent

Social Club

Trade/Prof Group

Gen Y’s Use of Time


Media Usage and Multi-Tasking

1.6

1.8

4.5

5.1

5.9

6.7

7.5

7.8

8.1

15.0

16.8

0 12.5

% Time Shared

3040344327421262497

Mean Hours per Week

Browsing/Surfing the InternetWatching television

Talking on the phoneListening to the radio

E-mail and instant messagingListening to CDs/DVDsWatching videos/DVDs

Reading books for school or workListening to/Record music online

Reading magazinesReading newspapers


How to Reach Diverse Audiences?

Boomers Xs & Ys

Printed Electronic

Snail Mail

Newspapers

Newsletters

Conferences

Face-to-face meetings

Telephone

E-mail

Online news, blogs, pod casts

E-letters

Video conferences

Webinars

Texting


26% of the U.S. population19% of the U.S. workforce

$300+ billion in annual spending power…and growing rapidly

That’s Y


Acknowledgement& Sources

Much of this information provided by NCTA from research conducted by Market Directions Inc.

Gen Y Information Sources:1) Market Directions … www.marketdirections.com2) NCTA/Drake & Company … www.drakeco.com3) Generation WHY … www.generationwhy.com4) Beloit College … www.beloit.edu (Mindset List)5) NAS Insights … Recruiting & Managing the Generations6) Y-Sizing Your Business: Jason Ryan Dorsey


MACA Survey Results

28% respondedTo e-survey


Do you subscribe to …

Survey Says …

62%

77%

38%

50%

0%

20%

40%

60%

80%

100%

Daily Newspaper

Monthly/Weekly Magazine

Online News or Web

Other Online


PRIMARY source of General News

Survey Says …

32%27%18% 12%

6% 3% 3%0% 0%0%

20%

40%

60%

Nat'l Cable

Internet

Nat'l Paper

Local Paper

Local TV

Social Media

Nat'l TV

Nat'l Radio

Local Radio


74%

27%

0%

20%

40%

60%

80%

Yes No

Have you ever visited Craigslist

Survey Says …


44%

24%29%

0% 3%0%

20%

40%

60%

80%

<Monthly

Monthly Weekly Daily ???

How often do you visit YouTube

Survey Says …


53%

3%

53% 53%

15%

0%

20%

40%

60%

80%

E-mail Text Phone In Person All

What use for “critical work related”communication?

Survey Says …


49%42%

21%

6%

61%

27%

0%

20%

40%

60%

80%

Paper Craigslist E-Bay BB Friends GarageSale

Where do you “advertise” items for sale?

Survey Says …


33%

0%

38%

4%

46%

29%38%

0%

20%

40%

60%

80%

Newspaper Ad

Craigslist

AgCareers BB

Friends

Online

Other

Where do you “advertise” job openings?

Survey Says …


How often do you use Twitter?

Survey Says …

91%

0% 3% 3% 3%0%

20%

40%

60%

80%

100%

Never Monthly Weekly Daily ???


Have you participated in a Twestival?

Survey Says …

3%

79%

18%

0%

20%

40%

60%

80%

100%

Yes No No Idea WhatOne Is


24%

77%

0%

20%

40%

60%

80%

Profiles Know but Don't Use

Tell us about Facebook and MySpace

Survey Says …


Use of MACA’s website

Survey Says …

9%

74%

18%

0%

20%

40%

60%

80%

100%

Never Occasionally Several times amonth


35% 35%29%

0%

20%

40%

60%

80%

Use for Biz Know but Don'tUse

???

Tell us about LinkedIn

Survey Says …


Mobile Mania


Cell Phone Users

billion

Computer Users

billion


Mobile ManiaHas your company “Mobilized”?

E-mail is so 2000s!Why are my parents on Facebook!


Technology Advantage

SaturdayProblem

Connection

ProblemSolved


QR Codes


Social MediaDelivery tool & much more


Social Media Tools

• Blogs• Google News Alerts• Facebook• YouTube• LinkedIn• Twitter• Flickr• SlideShare• Delicious• Flowtown


DEFENSIVE: Research ToolGoogle News AlertsTwitter SearchSlide Share

PRO-ACTIVE: Branding & Member ToolSharing2-way communicationsFund-raising

Social Media


Google News Alerts


91% of YouNOT using Twitter!


From Twitter


Not on Twitter?What are you Missing?

• #Monsanto Layoff Looms: http://bit.ly/aUo4xr 700 jobs at risk in their 3rd layoff in 14 months

• #biotech Syngenta Strengthens U.S. Wheat Herbicide Portfolio with Development... http://is.gd/eOVDq

• http://huff.to/aw8CUt Huffpost - A great read on #Monsanto from #JohnRobbins. It is time to turn this around. Say No to #GMO

• Bayer CropScience grants seed rights to Monsanto - http://fwix.com/a/42_8e1b6c9694


Not on Twitter?What are you Missing?

• RT @GMWatch #Bayer & #Monsanto to use Poncho on seeds http://bit.ly/bfwoG0 Poncho very toxic to #bees http://bit.ly/agkgRN < @HelpSaveBees

• Monsanto Fund has donated an additional amount of Rs 4.3 million to World Food Program to support relief work 4 flood victims in #Pakistan

• "Amvac sues US EPA over quintozene order." More details on www.agrow.com


Pro-Active Social Media


7,127 Twitter Followers


Rolodex on steroids!

Only35% of You

Use LI


FacebookUsers in U.S.

million


People have joined FourSquare(in the last 10 days!)

,000


Average dailyon Facebook

hours


Cognitive Surplus

How do you have the time?

Many switching from “boob tube”to social media.

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