Reinders harnessing multiple generations

March 12, 2015Steve Drake

Harnessing Multiple Generations:

In the Workforce

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22nd Green Industry Conference

More Info

• Slides at SlideShare.net/drakeco

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Generational Change + Digital Revolution =

3 Trends of Current Revolution

Front #1: Decline of traditional management

• Hierarchies/bureaucracies fraying

Front #2: Social internet revolution

• Explosion of content, news, info, entertainment

Front #3: Millennials in workforce

• 80+ million emerging as leaders

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Disclosures

Yes, these are generalizations

Yes, there are exceptions

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

Plagiarism vs research

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Largest shift of human capital in history

Generations

• 18 generations in U.S. since 1776

• One every 20 years

• Revolutionary generation every 80-100 years

– Revolutionary War generation

– Civil War generation

– Depression/World War II generation

– Millennial generation

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BabyBoomers

77 million

Generation Y

76+ million

Generation X

50 million

Matures

24 million

Before 1946

1946-1964 1965 – 1977 1978 - 1995

Birth Years:

8 Majority of US workforce in 2015 43% of world's population is under age of 25

Generations by Birth Years

Generational Divides(Shared Experiences)

Generation Born Age in 2014 Core Influence

Silents Mid-1920s to early 1940s 70-90 Depression, WWII

Boomers Early 1940s to early 1960s 55-70 Man-on-Moon, Vietnam

Millennials Early 1980s to early 2000s 10– 33 9/11, Web 2.0, terrorism

Xers Early 1960s to early 1980s 34-54 Latch key, Challenger

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GENERATIONS

Boomers Harley BeatlesMimeo

Telecopy

Polaroid

Xers Nike Michael

Jackson

Email Instamatic

Ys Apple BeebsSocial media

Selfies

Icon MusicTech Photos

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Boomers

• Don’t trust anyone over 30• Love the one you’re with• Flag burnings• Woodstock Generation• Age of Aquarius

• 60-hour work week

• Transistor radios

Common Experiences

Boomers remember ...• Polio• Bomb shelters• President Kennedy assassination • Vietnam• Kent State• Woodstock• Kodak moments• NASA/Man on Moon• Fins on cars• TV: Ed Sullivan, Lucy, Walter Cronkite

Common Experiences

Millennials remember ….• Parents being downsized• Friending• Digital yearbooks• 9/11, war on terrorism• GM has always meant Genetically Modified• Watching TV without a TV set• Photos without film• Luggage on wheels not shoulders• Amazon not just a South American river• Music has always been free (downloaded)

Y Characteristics

• Living with parents longer• Buying home later• Food from convenience stores• More education• Earning less• Optimists• Urbanites• TV: Streaming,

Jon Stewart

• Marrying later• Children later (but more of them)

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5

10

15

20

25

30

35

40

Nu

mb

er E

ligib

le (

mill

ion

s)

20082009

20102011

20122013

20142015

20162017

20182019

20202021

20222023

Year

Boomer Peak

Boomer

retirement will

lead to an “all

out war for

talent.”

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2,925 new 65-year-olds by 8 pm today

Boomers

• Nearly all Boomers will be retired by 2020 …

… that’s just five years from now!

• Not enough Xers to replace them

• Thus, Millennials will take over!

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Work

Life

Family

WorkLife

Family

#1 Issue between Generations

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Boomers:Work is a PLACE

Ys:Work whenever &

wherever

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Y Priorities

Participation Down In

• Tennis

• Bowling

• Service Clubs

• College football tickets

• Golf (1 course closes every 48 hours)

Who taught them?• Participation trophies• Y Winners

Loyalty

• Ys more loyal to self than to employer

• Who taught them?

– Re-engineering

– Down sizing

– Laid off

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Communications at Work

Boomer: Did you get my email request?Millennial: Huh? What email?Boomer: I emailed you 20 minutes ago to

bring me the Smith estimate.Millennial: Well, if it was urgent, why

didn’t you text me?

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

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

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• More than 60% of students volunteer at least monthly.

Cause MarketingExamples

Habitat for Humanity

Cook for the Cure

Return the Warmth

Chili’s Create-A-Pepper

Trees for Troops: Reach & Impact

14.2 MILLION householdssaid they saw, read or heard about Trees for Troops

1.9 MILLION householdssaid T4T “influenced” their decision to purchase a farm-grown tree in 2007

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ALS Ice Bucket Challenge

• ALS donations up from $2.5 mil in 2012 to $79.7 mil now!

• Plum Hollow CC takes Ice Bucket Challenge!

http://ow.ly/AGGOW 30

Potential Causes

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• Golf mower rodeo

• Foot golf

• Cause of the month?

• Green care for troops

Expanded Hole Size

• Supported by Taylormade Golf

• See hackgolf.org

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Foot Golf

• 200 courses

• Brings in 1st timers

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North Inch Golf Course

• World’s oldest course

• Changes to survive:

– 6-hole option

– Free coaching for juniors

– Flexible pricing

– Get into golf for beginners

– Young adult season ticket

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5 Currents Impacting Us

1. Sharing economy

2. Gig economy

3. Knowledge economy

4. Experience economy

5. Impact economy

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SHARING

1. Access & collaboration overownership & acquisition

2. Google means few secrets

3. Roam beyond cul-de-sac & network

Uber cars

Facebook, Instagram, Blogs

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GIG

1. Multi careers & entrepreneurs over one-career and loyalty

2. Many engaged in multiple “gigs” rather than single job

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KNOWLEDGE

1. Innovation, interconnectedness, globalization overautomation, silos, regimentation

2. Global access to people and knowledge

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EXPERIENCE

1. Emotion and experience overproducts and services

memorable experience creates raving fans (starting with waiting rooms)

social media helps people achieve personal satisfaction

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IMPACT

1. For-benefit enterprises over for-profit enterprises

2. Does it improve the world?

3. I want to support causes

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When Millennials Take Over

4 Capacities Organizations Must Develop

1. Digital

2. Clear

3. Fluid

4. Fast

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Capacities Organizations Must Develop

1. Digital

• Clear digital mindset

• Focused on personal service

• Continuous innovation

• Nothing is ever done

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2. Clear

• Information shared

• Collaboration improves lives

• Make it visible and transparent

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3. Fluid

• Nimble

• Flexible

• Shared power & authority

• Integrated teams replace silos

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4. Fast

• More responsiveness

• Keep up with changes

• Keep looking for new ideas

• Quick & easy

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Discussion

1. Table talk:

a) What does Generational change mean to your company?

b) What does it mean to your role/job?

c) What does it mean for hiring policies?

2. Should your company engage in a cause? If so, what?

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The World Has Changed

If

can’t find you …

You Don’t Exist

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

Gen Y Information Sources:

1) Market Directions … www.marketdirections.com

2) When Millennials Take Over …

http://www.culturethatworks.net

3) Beloit College … www.beloit.edu (Mindset List)

4) Knowing Y: Sarah L. Sladek

5) Generational Diversity: Jamie Notter

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Steve DrakePresident

10564 Carena CircleFort Myers, FL 33913

(314) 239-9464

CONTACT INFORMATION

[email protected]@stevedrake@causeaholic