generation y perspectives - nasa · starbucks. and those life experiences made us: lack trust in...
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Generation Y Perspectives
https://ntrs.nasa.gov/search.jsp?R=20080010884 2020-06-09T20:57:12+00:00Z
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Meet Garret, Kristen, Aaron and Nick
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Our friends
think that we are rocket
scientistsand
astronauts
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Because we work here
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But truthfully, we tend to work just as much here.
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Last week, we interacted with people from here …
… friends, family, classmates, colleagues, even strangers.
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They all wanted to know more
about what we do at NASA.TM
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So we got to thinking…
Why aren’t they connected to NASA?
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Why isn’t a whole generation
connecting to NASA?
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We are part of Generation Y.
This presentation is our perspective.
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(But keep in mind that our generation will be asked to pay the majority of the tax bill for the vision for space exploration)
That’s $124B through the first lunar landing (FY06–FY18).
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NASA has a brand and a message.
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We don’t want to talk about that.
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We want to talk about why our generation isn’t connecting to it.
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Because we aren’t connecting to it…
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…youngpeople, both
inside and
outside of
NASA.
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And we think they SHOULDconnect to it.
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…to everyone.
Because what NASA does is important.
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The world is connected today in ways
that are shattering traditional
communications concepts.
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And NASA is in a position to lead the world in exploring new frontiers.
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Engaging people in this exploration is not just an opportunity.
It is a responsibility.
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01 Connected Generation
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The traditional concept of top-down, one-way
communications strategy
is dead.
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(It is NOT dying. It is dead.)
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Generation Y is a completely new generation.
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Roughly speaking, Generation Y is defined as -
20001977831
< Birth Date >
< Current Age >
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There are over 70 million people in the U.S. belonging to our generation
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And just like the Baby Boomers, we are a large group of people that is IMPACTINGsociety
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2000
2500
3000
3500
4000
4500
1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010
Birt
hs (i
n th
ousa
nds)
Birth Year
Baby Boomers
Gen YGen X
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Is NASA ready?
and is projected to be 47% of the workforce by 2014.
Generation Y is currently 25% of the workforce
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But what defines Generation Y?
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Demands instant gratificationInstant information
WiredExpecting (NOW! Not 5 minutes from now)
GlobalLikes mentors
empowered
Impatient if delayed… but highly adaptable.
Attracted to Large Social Movements
Interdependent
Quickly bored
Mobile
multi-tasking
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And there are a lot of things that made us the way we are.
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We were the first generation to grow up with cable in our homes
…Studies say this leads to shorter attention spans
…And chronic boredom.
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We are used to DIVERSITY…after all, we grew up in diverse environments.
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We grew up with
TALK SHOWS
And REALITY TV.
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For our generation, TV is not passive entertainment
it is an interactive experience!
And our lives and outlooks have been shaped by this.
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“Anyone can be a star …”
“Everyone deserves to have their say.”
“Getting heard and having a say are not only easy, they seem natural.”
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Wait! You just described my generation.
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Maybe there are some similarities. But there are very important differences.
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Such as different formative experiences.
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Civil Rights
The Feminist Movement
Gay Rights
Handicapped Rights
The Right to Privacy
And,
VietnamThe Cold War
The “Big Three” TV networks
The Kennedy and King Assassinations
Baby Boomers were shaped by:
Rock Music
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Generation Y has been shaped by:
Columbine
The 2000 Election Crisis
9-11
Cable
Reality TV
The Iraq War
Terrorism
Internet
Columbia Accident
Cell Phones
Gaming
Starbucks
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And those life experiences made us:Lack trust in corporations and government
Focus on personal successHave a short-term career perspective
Gets easily boredExtremely independent
See no clear boundary between work and life Empowered and optimistic
Sacrifice economic rewards for work-life balanceExpect to work anytime, anyplace
Connect with people in new and distinctive waysComfortable with globalizationRacially and culturally diverse
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02 Perspectives
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As a whole, people of Generation Y are not
interested in space exploration.
This is a FACT.
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A majority of Gen Y between 18 and 24
Are not aware or not engaged in NASA’s mission
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Support is higher among Asian-Americans.
Forty percent oppose NASA’s mission
Opposition among Gen Y Hispanics is higher
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39% believe that nothing worthwhile has come out of NASA
39%
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And maybe that’s because NASA is not engaging Generation Y
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0
200
400
600
800
1000
1200
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
45-54
55-64
# of
em
ploy
ees
For example, here’s the profile at NASA Johnson Space Center for the workforce ages 45-64…
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0
200
400
600
800
1000
1200
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
30-3425-29
<24
# of
em
ploy
ees
… compare that with the profile of the younger workforce ages <34.
Gen Y starts entering work force
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If our generation is asked to pay the majority of the tax bill for the vision for space exploration, we need to be engaged in NASA’s mission.
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03 Rules of Engagement
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So how do you reach an
entire generation
with a brand and message?
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First, better understand the audience
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Then focus on getting us interested again
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Our generation is not interested because:
We don’t see the point.
We don’t understand the facts.
We can’t participate.
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Instead of telling us what you want us to hear …
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Facilitate a discussion with Gen Y and
allow us to participate in the NASA mission
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Share a compelling story
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Touch our lives in
ways familiar to us.
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Utilize “social media”
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Spark conversations
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But please be timely
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Reclaim an
image as a
leader of
innovation.
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What would an innovative,collaborative,
participatory NASA look like to us?
Here’s a few possible future headlines.
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“Explorers Hired: NASA's recruiting advantage”
“What My Teenager Taught NASA About Marketing”
“NASA uses social media to improve public image and reach target audiences”
“Open innovation leads to budget savings and improved reliability of Constellation spacecraft”
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NASA employs the smartest engineers in the world to solve its toughest problems using collaborative innovation
“NASA openness spins off into the first private spacecraft to land on the moon”
“NASA flattens organization structure and improves innovation”
Astronaut twitters from Space during EVA
“2 million Digg votes for latest NASA press release”
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“Students from elementary school in Nebraska control Mars Rover from classroom”
“Employees awarded with new incentives to innovate at NASA”
“NASA switches back to Macs”
“NASA uses persona based approach to tell its story”
“NASA enjoys increases visibility, credibility, and audience exposure”
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What does your local Gen-Y’erthink about NASA’s future?
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she commented:
“Hey, that’d make a great T-shirt!”
When we asked a local Gen-Y’er what she thought about this image:
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We couldn’t agree more!
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There are a number of things
that NASA is doing that are on
the right track!
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04 The Challenge
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By no means is this “the answer”
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…after all, who are we anyway?
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Just some Gen Y-er’swho got hooked by the NASA bug and want to help.
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But we’ve done a lot in 4 months…Co-op Alumni MentoringSpoke to several management teams about Gen Y (10+)Created the Flat NASA Experiment BlogCreated the leadership forumInspired public regarding NASA careers using FacebookEstablished connections at Rice UniversityDeveloped this presentationOutreach. Lots of outreachDeveloped Co-op Advanced Planning Team (CAPT)Collaborated with Wired Magazine on Article ConceptConnected NASA to TwitterFacilitated the JSC PAO New Media Project with CAPTLed the planning of Yuri’s Night Houston 08
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With only 4people.
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There isn’t one ultimate communications strategy to solve NASA’s problems once and for all.
…it’d be a lot easier if there was.
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So the challenge is to take this and create new ideas.
CreativeCollaborative
Open
Purposeful
Because the NASA we want to work for and connect to is like us:
ParticipatoryBold
Exciting
Innovative
Timely
Connected
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But we – our generation –want to be a part of the solution.
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And it is OUR future. Because space exploration is the future.
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Everyone’s future.
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ReferencesCenter for Cultural Studies and Analysis. American Perception of Space Exploration: A Cultural Analysis for NASA. Philadelphia, PA: Center for Cultural Studies & Analysis, 2004. Hopkins, Robert. Strategic Communications Framework: Implementation Plan. Washington, DC: National Aeronautics and Space Administration, 2007. Space Foundation. Space Awareness Initiative. America's Spacepoll: An Annual Research and Analysis Project. Colorado Springs, CO: Space Foundation, 2000. Dittmar, Mary Lynne. Engaging the18-25 Generation: Educational Outreach, Interactive Technologies, and Space. Dittmar Associates Inc. Houston, TXSmith, Tom. Trends in National Spending Priorities, 1973-2006. General Social Survey. National Opinion Research Center. University of ChicagoNAS Insights. Generation Y: The Millennials. NASA, 2006. Kohut, Andrew. How Young People View Their Lives, Futures and Politics, A Portrait of “Generation Next”. The Pew Research Center, 2007Rasmus, Daniel W. The Next-Generation Workforce and Project Management. Academy Sharing Knowledge (ASK) Magazine, Fall 2007.NAS Recruitment Communications. Generation Y. The Millenialswww.nasrecruitment.com/TalentTips/NASinsights/GenerationY.pdf, 2006Zelon, Barbara. Conversation Constellation Strategies. Houston, TX: National Aeronautics and Space Administration, 2007. Live Birth Data collected from http://www.infoplease.com/ipa/A0005067.html.