Professional Documents
Culture Documents
Terri Manning
Bobbie Everett
Cheryl Roberts
A Study Funded by the Workforce Development Board
Economic Conditions
Societal Norms
Political Events
Major Crises
Each Generation
Consists of approximately a 20-year span
(not all demographers and generation
researchers agree on the exact start/stop
dates)
Has a unique set of values
Reacts to the generation before them
Looks at their generation as the standard of
comparison
Looks at the next generation skeptically
these kids today
Those born on the cusp may have a
blended set of characteristics
They are either idealistic, reactive, civic or
adaptive
Business Today
Lives in a world created
by generations who are
(mostly, 95%) no longer
working.
They were influenced by the military and
created a workplace reflecting a hierarchy
with a clear chain of command.
Employees worked hard to receive raises,
bonuses and higher ranks. Higher rank
(with the higher salary) was valued and
envied by employees on their way up and
held in high esteem by those at the top.
(Millennials)
(Boomers)
(Xers)
Work Values
Loyal to employer (company man) and
expect the same in return
Believe they should be rewarded for
tenure
Work ethic = efficiency and hard work
Stable, thorough and detail oriented
Dont buck the system
but work within it
Uncomfortable with
conflict and
disagreements
Not change oriented
Marketing to Them
Faith in the government and
national institutions
Want quality but believe standard
options are fine (not luxury)
Loyal customers that
follow the rules
Boomers at Work
Value stability and respect
Like to see their successes
Tend to workaholism and have
difficulty balancing their lives
Are competitive
See themselves as
the standard of
comparison
Boomers at Work
Ethic = long hours show
commitment
Team oriented and relationship
builders (dont like conflict cant
we all just get along)
Not budget minded
Sensitive to feedback
Marketing to Boomers
Are individualistic so
they like customized
and custom-made
products
Want to look successful (lots of stuff)
Seek self-improvement
Products/services that help them
reach a balanced life (work/home)
Like technology but see the
problems that come with it
Generation X
This is the conscientious, extremely
pragmatic, self-sufficient generation
that has a ruthless focus on the bottomline.
Born and raised at a time when children
were at the bottom of our social
priorities, Gen Xers learned that they
could only count on one thing themselves. As a result, they are very
"me" oriented.
They are not active voters, nor are they
deeply involved in politics in general.
Marketing to Xers
Can spot a phony
Peer to peer referral
Like technology
Like products and services with
options
Echo Boom
Generation Y
Millennials
Net Generation
Millennial Values
This generation is civic-minded
They are collectively optimistic, long-term
planners, high achievers with lower rates of
violent crime, teen pregnancy, smoking and
alcohol use
This generation believes that they have the
potential to be great
Will provide us with a new definition of citizenship.
Individualistic but like groups/teams
Hate drudgery too boring
Ambitious yet aimless
Looking for a mentor (like mom and dad) not a
boss
Demographic Trends
Boomers decided to
become older parents.
Xers gave birth at traditional ages
More parental education: 1 in 4 has at
least one parent with a college degree.
Kids born in the late 90s are the first in
American history whose mothers are
better educated than their fathers by a
small margin.
Safety Issues
The Safest Generation
This generation was buckled up
in car seats, wore bike helmets,
elbow and knee pads when skating, and
were the inspiration for Baby on Board signs.
Major Influencing
Factors
1.
2.
3.
4.
5.
Their parents
The self-esteem movement
The customer service movement
Gaming and technology
Casual communication
Parenting Millennials
This generation is being parented by welleducated, over-involved adults who
participate in deliberate
parenting. They have
outcomes in mind.
Boomers were the first
generation to be thrown
out in to an unsafe world
as adolescents.
The 60s and 70s were very scary and many
of us felt unprepared for it.
We were nave and didnt have enough tools
in our tool box to deal with it.
The Result
Millennials have become
a master set of
negotiators who are
capable of rational thought
and decision-making
skills at young ages.
They will negotiate with anyone
including their parents, teachers
and school administrators.
Some call this arguing.
Helicopter Parents
Helicopter Parent (n) A
parent who hovers over his
or her children.
Or Snowplow parent: Parents who
clear the way for their children
these (echo) boomers are confident,
achievement-oriented and used to
hovering "helicopter" parents keeping
tabs on their every move. (Anthony
DeBarros, "New baby boom swamps
colleges," USA Today, January 2, 2003)
Focus on Self-esteem
This generation was the center
of
the self-esteem movement.
9,068 books were written about
self-esteem and children during
the 80s and 90s (there were 485 in the 70s).
The state of California spent millions studying
the construct and published a document
entitled Toward a State of Self-esteem.
Yet they cant escape the angst of adolescence
they still feel disconnected, question their
existence, purpose and the meaning of life.
They want to feel valued and cared about.
Technology
This generation has been plugged in
since they were babies.
They grew up with educational software
and computer games.
They think technology should be free.
They want and expect
services 24/7.
They do not live in an
85 world.
They function in an
international world.
Salary Expectations
Realistically, what do you expect your
starting salary will be when you begin
working?
Millennials
$15-20K
7.7%
$21-30K
29.3%
$31-40K
27.0%
$41-50K
15.9%
$50K+ 7.0%
Not sure
12.5%
Jobs in Lifetime
How many jobs do you
think you will hold in
your lifetime?
1-3
35.7%
4-6
41.5%
7-10
16.5%
Over 10
6.2%
64% expect to have 4 or more jobs
Marston, Cam, Motivating the Whats In It for Me Workforce: Managing Across the
Generational Divide and Increasing Profits, 2007
Top Five
1. Give back to their community.
2. Have fair labor practices.
3. Have products and services that
do what they promise to do.
4. Having products and services that
truly help people in need.
5. Being green or eco-friendly.
(Just Kid Inc. KID Formation Series, July 2008, Meet the Millennial
Generation: An Explosive New Consumer Force.)
Change in Values
Two youngest generations:
Define success differently
Their time is equal in value
to money
Will pursue other rewards for their work
The company/corporate ladder has
become irrelevant
View their predecessors experience as a
warning, not a road map
Dont value the rules of management,
motivation and reward
Marston, Cam, Motivating the Whats In It for Me Workforce: Managing Across
the Generational Divide and Increasing Profits, 2007
Skepticism
The two younger generations:
Have been given ample reason to
question authority
Dont believe their leaders tell the
truth
Question the motives and truthfulness
of institutions across the board
Invest their loyalty and trust in
individuals and therefore, the right
boss is critical (otherwise they change
jobs, #1 reason they quit)
Marston, Cam, Motivating the Whats In It for Me Workforce: Managing Across the
Generational Divide and Increasing Profits, 2007
Marston, Cam, Motivating the Whats In It for Me Workforce: Managing Across the
Generational Divide and Increasing Profits, 2007
Marston, Cam, Motivating the Whats In It for Me Workforce: Managing Across the
Generational Divide and Increasing Profits, 2007
Changing Workforce
Workers are demanding the ability to balance
their work and personal responsibilities.
Workers are not afraid of changing jobs.
The idea that the best way to grow financially
and otherwise is to stay with one employer has
been eroding to the point of extinction.
Younger workers and those earning $15,000 or
less were the most likely to change jobs.
The cost of turnovers range from $7,000 for
hourly employees to $30,000 for mid-level
managers and $80,000 for technical or senior
level management (Center for Workforce
Learning).
Charlotte Biz, March 2007
What We Know
Times are changing in business and
society
So leadership must change
The younger generations are working
in a different economy and business
world
They have different values and goals
THEY WILL NEVER BE LIKE US!
Boomers
You are important to our success
Your contribution is unique and
important
We need you
Millennials
4. Focus on Retention
People leave for several reasons: older
workers retire but younger workers often
leave feeling unvalued.
Have strategies to retain both groups.
Older generations like monetary rewards,
younger generations like time off work.
terri.manning@cpcc.edu