Understanding and Motivating Different Generations: Our Students, Our Employees, Our Future

1. Understanding and Motivating Different Generations: Our Students, Our Employees, Our Future Terri Manning Bobbie Frye Cheryl Roberts A Study Funded by the Workforce Development Board

2. It May Take a Village to Raise a Child, but it Takes a Society to Raise a Generation Economic Conditions Societal Norms Political Events Major Crises

3. 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

4. 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.

5. How Generational Births Will Impact Retirements (Millennials) (Boomers) (Xers)

6. Changes in that Workforce

7. Who Is Working Today? 1,000 die per day Youngest are 5 years old Half the size of the generations on either side of them 7,198 turned 60 every day in 2006

8. Change in American Workers

9. Let’s Look at the Generations - One at a Time

10. The Veterans Childhood • Raised by the GI Generation (civic) • Large families (3-5 children) • Strong sense of extended family (same town or home) • Grandparents in the home • Average 10-year-old spent 4-6 hours daily with a significant adult role model • Rural society • Apprenticeship businesses and farming • Perception of the world as “safe” • Core Values • Dedication • Hard Work • Conformity • Law and Order • Patience • Delayed Reward • Duty before Pleasure • Adherence to Rules • Honor

11. They remember when smoking wasn’t hazardous to your health?

12. Did you ever use one of these???

13. The Veteran’s First Computer

14. The Veterans • Children of the Great Depression and WWII, this generation decided not to attack the institutions created by the generation before them, but instead, as global thinkers, they chose to focus on improving and refining them so that they could be good for everyone, not just a select few. • The overall goal was not to change the system, but to work within it. • While economically very successful, they were also the inventors of "the midlife crises" probably because they didn't get a chance to enjoy the freedoms of their youth.

15. The Veterans Important Events • Lindbergh Completes First Transatlantic Flight • Stock Market Crash • Depression • The New Deal • Social Security • Pearl Harbor • The End of WWII • FDR Dies • Korean War

16. Cultural Memorabilia for the Veterans • Kewpie Dolls • Mickey Mouse • Flash Gordon • Radio • Wheaties • Tarzan • Jukeboxes • Blondie • The Lone Ranger • The McCarthy Era

17. Veterans - How They Learn • New is not necessarily better • Not innovative with new ideas • Like structure, schedules and procedures • Brain processes new ideas into old mental framework • Some refuse to work with technology (too overwhelming a learning curve, others jump in) • Want clear expectations and guidelines • Must memorize the basics

18. School Experiences for Veterans • Hard work • Respected their elders • Children were to be seen and not heard • Felt an obligation to make the grade • Performance based on individual ability • Little feedback unless negative • More intrinsic reward for good performance • Learned from history (other’s experiences) • Small class size, one curriculum for all • No special ed (students no where in sight) • Virtually never tested with standardized tests – less comparison to others

19. College Experiences • Lucky to be there – few able to attend until the GI Bill then campuses and centers opened all over the country • Traditional teaching/learning environment • Associate new learning with previous learning • Sequencing of knowledge and skills • Education is a process – must memorize the basics • Seek to become content experts • Faculty = “sage on a stage” • Experience of mentors is relevant • Take time to really understand material • Taught by processing through formulas – have to understand why things work – not that they “just do”

20. Values of Faculty/Staff in this Age Group • 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 • Don’t buck the system but work within it • Uncomfortable with conflict and disagreements • Not change oriented

21. Changes in the Workforce • Veterans have experienced the most change in their lifetime. They have had to adapt to: • Computers • Communication channels changing • World getting smaller • Keeping up with rapid increases in information • Move from content to process

22. Marketing to Veterans • Faith in the government and national institutions • Want quality but believe standard options are fine (not luxury) • Loyal customers that follow the rules

23. The Baby Boomers 1943–1964 (the largest generation, idealist) • Divorce reached a low in 1960 of 9% • Families moved due to GI Bill, GI housing • and industrialization • First generation to live miles from • extended family • Family size smaller (2-3 children) • Few grandparents in the home • Moms stayed home – no daycare • Children spent significant time with • adult role models (mostly mom) • Perception of the world as “safe” Core Values Optimism Team Orientation Personal Gratification Health and Wellness Personal Growth Youth Work Involvement

24. Baby Boomers Important Events • Rosa Parks • First Nuclear Power Plant • The Civil Rights Act • Cuban Missile Crisis • John Glen Orbits the Earth • Martin Luther King Leads March on Washington, D.C. • President John F. Kennedy Assassination • National Organization for Women Founded • Martin Luther King Assassination • Robert F. Kennedy Assassination • Watergate • Kent State Massacre • Vietnam War • Woodstock

25. Cultural Memorabilia for Baby Boomers • Television • The Ed Sullivan Show • Barbie Dolls • Fallout Shelters • Poodle Skirts • Pop Beads • Slinkies • TV Dinners • Hula Hoops • The Peace Sign • Laugh In

26. Remember these……

27. Boomer’s First Computer

28. Baby-boomer Results • Very idealistic - banned together and walked through life with their fists held high • Generation gap occurred between them and their parents • Captured phrases like “why be normal” and “question authority” • They weren’t friendly toward authority figures • Did not get along with their parents and swore they would not raise their kids like they were raised • As adults - work an average of 55 hours per week

29. How Boomers Learn • Want things to fit into the “big picture” • Want recognition for how well they have done • Team oriented, work well in groups • Like to explore and analyze, look at different views • Follow instructions well • Good with content

30. Boomer’s Educational Experiences • Overwhelmed the school system, large class sizes • Ability grouped (red birds and blue birds) • Question authority but respect position • See life as an adventure (and school) • Emphasis on team work (cohort education) • Need silence to concentrate • Were told “you are lucky to be here, others are standing in line to get in.” • Want to feel valued • No special ed students in school but honors courses in a few subjects • Rarely tested and not for school performance (PSAT, SAT)

31. College Experiences • Attending more common – boom in 60’s and 70’s • College campuses a reflection of turbulent times – faculty often rebels – Kent State Massacre, etc. • Emphasis on self-exploration, mind expansion, lots of philosophizing in classes - content over-explained and over-analyzed – deep thinkers (not necessarily critical thinkers) • Aspire to intellectualism • Some career emphasis but still heavy general education and classics-based • Left home and never looked back • Emphasis on memorization and skill built upon skill • Taught by process and to be content experts • No technology – print by mimeograph machines

32. Boomer Faculty/Staff Values • Majority of faculty and significant number of students (age 45-66ish) • Always share personal experience – “what has happened to me is relevant to you” • Value stability and respect • Like to see their successes • Tend to “workaholism” and have difficulty balancing their lives, working 40 hours is “slack.” • Are competitive • See themselves as the standard of comparison • Appreciate technology because of how easy it makes their work – still fear they might “break it” and may have a “back-up plan”

33. Boomers at Work • Ethic = long hours show commitment • Team oriented and relationship builders (don’t like conflict – can’t we all just get along) • Not budget minded • Sensitive to feedback

34. 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

35. The Late Veterans and Early Boomers Gave Birth to the Next Generation • The Gen Xers 1965–1982 • A Lost Generation… A Nomadic Generation….. • Half the Size of the Baby Boom (reactive) • 41 Million

36. The Gen X Childhood • Divorce reached an all-time high • Single-parent families became the norm • Latch-key kids were a major issue of the time • Children not as valued – looked at as a hardship • Families spread out (miles apart) • Family size = 1.7 children (many only-children) • Perception of the world as “unsafe” • Average 10 year old spent 14 ½ minutes a day with a significant adult role model • Parents looked around and said – we need to do this better • Core Values • Dedication • Hard Work • Conformity • Law and Order • Patience • Delayed reward • Duty before pleasure • Adherence to rules • Honor

37. Gen X Important Events • Women’s Liberation Protests • Watergate Scandal • Energy Crisis begins • Tandy and Apple Market PCs • Mass Suicide in Jonestown • Three Mile Island • US Corporations begin Massive Layoffs • Iran Hostage Crisis • John Lennon Shot and Killed • Ronald Reagan Inaugurated • Challenger Disaster • Exxon Valdez Oil Tanker Spill • HIV

38. Cultural Memorabilia for Gen X • The Brady Bunch • Pet Rocks • Platform Shoes • The Simpsons • Evening Soaps (Dallas and Dynasty) • ET • Cabbage Patch Dolls • Super-hero Cartoons on TV (He-man)

39. Remember these…..

40. Gen X’s First Computer

41. Was this your first video game?

42. Was this your first calculator and cell phone?

43. Generation X • This is the conscientious, extremely pragmatic, self-sufficient generation that has a ruthless focus on the bottom-line. • 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. • Parents looked around and said “ we have to do this better.”

44. How Gen Xers Learn • Task oriented – like to learn new skills • Speed is important • Self-paced learning, independent learning • Want to have fun while they learn • Informal learning environments are best • Hate group work • Want feedback from teacher

45. Educational Experiences • Learned to rely on self (don’t like group work) • Distrust authority • Seek challenging environment (career education emphasis) • Want feedback on progress • Want to do things their way – like no rules and freedom on assignments • Had special ed classrooms in school but separated • Had honors programs • Funding cut to education • Testing “mania” began with them • First daycare centers arose with them • Many latch-key kids

46. College Experiences • Numbers dropped from 60’s and 70’s • More emphasis on career education • Technology began to emerge (Eric Silver Platter, FAX machines, PCs [Apple and Tandy], calculators) • More extracurricular activities • Some self-paced learning • Costs increased, more financial aid • More structure and group activity • Experiential exercises emerged • Began “learning on my own” due to technology

47. Gen Xers as Faculty/Staff • Significant number of faculty and significant number of students (age 28-44ish) • Cynical, pessimistic and impatient with poorer people skills • Want work-life balance • Think globally and seek independence • Like technology and want an informal work environment • Don’t want the boomers’ work ethic • Communication is important and talk to adults as friends/peers (not impressed with authority) • Believe reward should be based on productivity not hours worked • Want control of self, time and future • Loyalty to people not a company

48. Generation Next (civic)

49. The Echo Boom/Millennials… • The Millennials are almost as large as the baby boom-some say larger - depending on how you measure them (approx. 81M). • The Millennials are the children born between 1982 and 2002 (peaked in 1990), a cohort called by various names: Echo Boom Generation Y Millennials Net Generation

50. Things Began to Change for This Generation • Abortion rates peaked in 1980 and began a slow decline. • Poverty rate for children peaked in 1983 and began a slow decline (Medicaid began). • US divorce rate peaked in 1981 and began a decline. • Homicide rate against children peaked in 1982 and began a decline. • They were born into a better world, a more optimistic world than the generation before them.