The U.S. is in the midst of the largest shift of of human capital in history. Some 80 million millennials are becoming the majority of the workforce while the nearly 80 million Boomers head full steam retirements. The change has major implications on hiring and retaining employees as well as branding, marketing and managing companies.

1. March 12, 2015
Steve Drake
Harnessing Multiple Generations:
In the Workforce
1
22nd Green Industry Conference

2. More Info
• Slides at SlideShare.net/drakeco
2

3. 3
Generational Change +
Digital Revolution =

4. 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
4

5. Disclosures
Yes, these are generalizations
Yes, there are exceptions
What follows is a compilation of research
and literature from multiple sources
Plagiarism vs research
5

6. 6
Largest shift of human capital in history

7. 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
7

8. Baby
Boomers
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

9. 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
9

10. GENERATIONS
Boomers Harley BeatlesMimeo
Telecopy
Polaroid
Xers Nike Michael
Jackson
Email Instamatic
Ys Apple BeebsSocial
media
Selfies
Icon MusicTech Photos
10

11. 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

12. 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

13. 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)

14. 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)

15. 0
5
10
15
20
25
30
35
40
NumberEligible(millions)
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
Year
Boomer Peak
Boomer
retirement will
lead to an “all
out war for
talent.”
15

16. 16
2,925 new 65-year-olds by 8 pm today

17. 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!
17

18. Work
Life
Family
Work
Life
Family
#1 Issue between Generations
18
Boomers:
Work is a PLACE
Ys:
Work whenever &
wherever

19. 19
Y Priorities

20. Participation Down In
• Tennis
• Bowling
• Service Clubs
• College football tickets
• Golf (1 course closes every 48 hours)

22. Who taught them?
• Participation trophies
• Y Winners

24. Loyalty
• Ys more loyal to self than to employer
• Who taught them?
– Re-engineering
– Down sizing
– Laid off

26. 26
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?

27. • 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.
27
• More than 60% of students volunteer at
least monthly.

28. Cause Marketing
Examples
 Habitat for Humanity
 Cook for the Cure
 Return the Warmth
 Chili’s Create-A-Pepper

29. Trees for Troops:
Reach & Impact
14.2 MILLION households
said they saw, read or
heard about Trees for
Troops
1.9 MILLION households
said T4T “influenced” their
decision to purchase a
farm-grown tree in 2007
29

30. 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

31. Potential Causes
31
• Golf mower rodeo
• Foot golf
• Cause of the month?
• Green care for troops

32. Expanded Hole Size
• Supported by
Taylormade Golf
• See hackgolf.org
32

33. Foot Golf
• 200 courses
• Brings in 1st timers
33

34. 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
34

35. 5 Currents Impacting Us
1. Sharing economy
2. Gig economy
3. Knowledge economy
4. Experience economy
5. Impact economy
35

36. SHARING
1. Access & collaboration over
ownership & acquisition
2. Google means few secrets
3. Roam beyond cul-de-sac &
network
Uber cars
Facebook, Instagram, Blogs
36

37. GIG
1. Multi careers & entrepreneurs over one-
career and loyalty
2. Many engaged in multiple “gigs” rather than
single job
37

38. KNOWLEDGE
1. Innovation,
interconnectedness,
globalization over
automation, silos,
regimentation
2. Global access to people
and knowledge
38

39. EXPERIENCE
1. Emotion and experience over
products and services
 memorable experience
creates raving fans
(starting with waiting rooms)
social media helps people
achieve personal satisfaction
39

40. IMPACT
1. For-benefit enterprises over for-profit
enterprises
2. Does it improve the world?
3. I want to support causes
40

41. Goes on sale today
41
99c on Kindle

42. When Millennials Take Over
4 Capacities Organizations Must Develop
1. Digital
2. Clear
3. Fluid
4. Fast
42

43. When Millennials Take Over
Capacities Organizations Must Develop
1. Digital
• Clear digital mindset
• Focused on personal service
• Continuous innovation
• Nothing is ever done
43

44. When Millennials Take Over
Capacities Organizations Must Develop
2. Clear
• Information shared
• Collaboration improves lives
• Make it visible and transparent
44

45. When Millennials Take Over
Capacities Organizations Must Develop
3. Fluid
• Nimble
• Flexible
• Shared power & authority
• Integrated teams replace silos
45

46. When Millennials Take Over
Capacities Organizations Must Develop
4. Fast
• More responsiveness
• Keep up with changes
• Keep looking for new ideas
• Quick & easy
46

47. 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?
47

48. 48
The World Has Changed
If
can’t find you …
You Don’t Exist

49. 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
49

50. Steve Drake
President
10564 Carena Circle
Fort Myers, FL 33913
(314) 239-9464
CONTACT
INFORMATION
steve@scdgroup.net
@stevedrake
@causeaholic