NSEA Delegate Assembly Bridging the Generation Gap

Jeff KallayCEO and CofounderRender Experiences

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Millennials are assaulted by 5000 marketing messages a dayMillennials crave authenticity and want brands they can trust

Jeff Kallay CEO and CofounderRender Experiences

[email protected]/nsea_org facebook.com/NSEADelegateAssembly !

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http://twitter.com/nsea_org

http://www.facebook.com/NSEADelegateAssembly




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click this link or image to read article about Katy Perry and/or Millennials




http://msp.imirus.com/Mpowered/book/vds10/i5/p1

http://msp.imirus.com/Mpowered/book/vds10/i5/p1



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click this link or image to watch Firework




https://www.youtube.com/watch?v=QGJuMBdaqIw&feature=kp




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“In America, each generation is a new people.” Alec de Tocqueville, 1830






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“It doesn’t matter where you’re from but where you’re going.” Condoleeza Rice 2014 Coca-Cola Scholars Banquet

Setting the expectationsDisclaimer

Been there, done that American Generations

GenX Millennials

Action steps Resources

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“All of this has happened before and will happen again!”







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4 books by Howe and StraussMillennials Rising

Generations Fourth Turning

13th Generation !







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4 generations colliding in the workplaceSilent

BoomersXers

Millennials !!







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23.4 years - average span of a generation







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23.4 years - average span of a generation







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23.4 years - average span of a generation15 - number of American generations

4 - number of generational cycles4 - number of generations within cycle

4/2 = 4 stage/2 stroke cycle




REVOLUTIONARY CYCLE Name + Birth Years = Personality Awakening + 1701-1723 = Idealist Liberty + 1724-1741 = Reactive Republican + 1742-1766 = Civic Compromise + 1767-1791 = Adaptive

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Why do special snowflakes melt?Recruiting and retaining millennial members

CIVIL WAR CYCLEName + Birth Years = Personality Transcendental + 1792-1821 = Idealist Gilded + 1822-1842 = Reactive Progressive + 1843-1859 = Adaptive !

!Jeff Kallay CEO and CofounderRender Experiences

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Why do special snowflakes melt?Recruiting and retaining millennial members GREAT POWER CYCLE

Name + Birth Years = Personality Missionary + 1860-1882 = Idealist Lost + 1883-1900 = Reactive G.I./Greatest + 1901-1924 = Civic Silent + 1925-1942 = Adaptive

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MILLENNIAL CYCLEName + Birth Years = Personality Baby Boomer + 1943-1960 = Idealist X + 1961-1981 = Reactive Millennial + 1982-2000/1 = Civic Homeland/iGen + 2000/1-? = Adaptive

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4 Stage/2 Stroke Idealist birth Civic

Reactive birth Adaptive Civic birth Idealist

Adaptive birth Civic !


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Born on cusp?

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First born tend to align with exiting generation

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Last born tend to align with entering generation

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Social Moment A brief period of time when people perceive historical events to radically alter their social environments !1. Secular Crisis - when society focuses on reordering the outer world of institutions and social behavior 2. Spiritual Awakening - when society focuses on changing the inner world of values and personal behavior

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! Jeff Kallay CEO and CofounderRender Experiences

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1. Idealist - encounters a spiritual awakening in rising adulthood and a secular crisis entering elderhood2. Reactive - encounters a spiritual awakening entering youth, and a secular crisis entering midlife 3. Civic - encounters a secular crisis entering rising adulthood, and a spiritual awakening entering elderhood 4. Adaptive - encounters a secular crisis entering youth, and a spiritual awakening entering midlife !

Repeating in America !


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72M Baby Boomers 42M X 76M Millennials !

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72M Baby Boomers Raised on Cold War propaganda Controlled message !

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Challenging Demographics US Department of Education


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NE Challenging Demographics wiche.org


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http://wiche.org







NE Changing Demographics wiche.org


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http://wiche.org







X is the bridge to Millennials


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Why do special snowflakes melt?Recruiting and retaining millennial members 13th

1961-1981 Reactive

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X !


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1961-1981 Reactive

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X !


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1961-1981 Reactive

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X !


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1961-1981 Reactive

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X !

“Sandwiched between Boomer narcissism and Millennial entitlement!”


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1961-1981 Reactive

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X !

“It's something like a national case of sibling rivalry, with millennials playing the part of the spoiled, naive

baby and boomers acting as the self-righteous firstborn. Gordinier's book, then, is like the earnest

ranting of a forgotten middle child.”


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1961-1981 Reactive

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X !

Born and raised as independent latch-key kidsSexual Revolution, Watergate, Vietnam, Gay Rights, high divorce rate, recession and Woman’s Movement peppered their youth


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1961-1981 Reactive

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X !

Demonized by Hollywood !


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1961-1981 Reactive

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X !

Demonized by Hollywood: The OmenTaxi DriverPretty Baby The ExorcistRosemary’s Baby


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1961-1981 Reactive

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X !

Raised on Sesame Street which taught how everyone is different


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Becoming cautious in family life and gradually mellowing in personality

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Dedicated to starting and maintaining stable families, something their Silent generation parents did not


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Many X women chose to leave workplace after having children


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Cut through the hype Get to the point


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“Each generation rebels against an elder build world and the generation before.”

Howe and Strauss






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click this link to watch Smells Like Teen Spirit




https://www.youtube.com/watch?v=hTWKbfoikeg



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click this link to watch We're All In This Together




https://www.youtube.com/watch?v=gbrbUfYSt0E



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Millennials !14th

1992-2000/1 Civic

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America’s Largest

Most wantedMost watched-over

Generation


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American homes have 50% more stuff in weight then homes of 20 years ago


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86% of freshmen have never shared a room with a sibling

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86% of college freshmen have never shared a room with a sibling


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America’s Most diverse

Economically divided

GenerationJeff Kallay CEO and CofounderRender Experiences

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1 in 5 have immigrant parent 1 in 10 have non-citizen parent

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Celebratedby Hollywood

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Celebratedby Hollywood

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Celebrated by Hollywood: 3 Men & a BabyBaby Boom Mr. MomDisney Princesses


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Empower females !


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CelebratedCherishedProtected Jeff Kallay

CEO and CofounderRender Experiences

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Raised on Barney which taught how everyone is alike


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Everyone gets a trophy!Jeff Kallay CEO and CofounderRender Experiences

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Millennials are team oriented !


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Millennials are service oriented !


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Millennials want to be for something, not against something


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Parents are best friends Co-purchasing


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Boomer “Helicopter” Parents


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X “Stealth” Parents


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Raised in the Experience Economy

Raised in The Experience EconomyJeff Kallay CEO and CofounderRender Experiences

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Want waCustomers want memorable experiences, and companies must become stagers of experiences


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Millennials want what they want when they want it


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Millennials want to be engaged by their brands


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Millennials want spaces to engage


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Millennials feel like they’ve paid their dues


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Millennials are assaulted by 5000 marketing messages a day

College is the new high school Graduate school is the new college !Brands that celebrate significant life transitions get loyalty


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Millennials are assaulted by 5000 marketing messages a dayMillennials feel they will be the first American Generation to have less than their parents !


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Millennials want mentors !


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Millennials want a conversation Talk with, not at Millennials !


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Millennials are assaulted by 5000 marketing messages a day


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Millennials are assaulted by 5000 marketing messages a dayMillennials crave authenticity and want brands they can trustMillennials are feeling betrayed !


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click this image or link to watch Millennials In the Workplace Training Video

https://www.youtube.com/watch?v=Sz0o9clVQu8






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Eliminate ambiguity Think of time as 24/7 resource

Combine work with play Make it worthwhile

Handle with care Play to their strengths

Group Think

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Reaching Millennials

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Your bookmarks !

Generation Like - PBS Frontline !




Your bookshelf !


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slideshare.net/renderexperiences !!


