NAGAP Summer Institute Plenary 07-13-2012

When Generations Collide

Text

and what Starbucks, American Girl, Apple and Disney can teach us about recruiting graduate students

Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity”

15 American Generations 4 Cycles = 4 Stage/2 Stroke

Generation XMillennials

It’s All About the ExperienceQuestions and Comments

Manage the Expectations

3StudentsParents

Colleagues

Manage the Expectations

Disclaimers

Disclaimers

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

LifeCourse Associates www.lifecourse.com

4Number of books by Howe and Strauss

Generations, 13th Generation, The Fourth Turning and Millennials Rising

LifeCourse Associates www.lifecourse.com

4Number of Generations Colliding

in the WorkplaceSilent, Boomers, Xers and Millennials

Howe and Strauss

23.4Average Number of Years of

American Generations

Howe and Strauss

15American Generations (19 New World)

Howe and Strauss

4Number of Generational Cycles and Number of Generations Per Cycle

Name + Birth YearsAwakening + 1701-1723

Liberty + 1724-1741Republican + 1742-1766

Compromise + 1767-1791

Revolutionary Cycle

Name + Birth YearsTranscendental + 1792-1821

Gilded + 1822-1842Progressive + 1843-1859

Civil War Cycle

Name + Birth YearsMissionary + 1860-1882

Lost + 1883-1900G.I. + 1901-1924

Silent + 1925-1942

Great Power Cycle

Name + Birth YearsBoomer + 1943-1960

X + 1961-1981Millennials + 1982-2000/01

15th (Homeland or iGeneration) + 2000/01-20??

Millennial Cycle

76Million Millennials

(vs. 72 million Boomers and 42 million Xers)

Howe and Strauss “Millennials Rising”

Howe and Strauss

4/24 Stage/2 Stroke Per Cycle

Name + Birth Years = Description Awakening + 1701-1723 = Idealist

Liberty + 1724-1741 = ReactiveRepublican + 1742-1766 = Civic

Compromise + 1767-1791 = Adaptive

Revolutionary Cycle

Name + Birth Years = DescriptionTranscendental + 1792-1821 = Idealist

Gilded + 1822-1842 = ReactiveProgressive + 1843-1859 = Adaptive

Civil War Cycle

Name + Birth Years = DescriptionMissionary + 1860-1882 = Idealist

Lost + 1883-1900 = ReactiveG.I. + 1901-1924 = Civic

Silent + 1925-1942 = Adaptive

Great Power Cycle

Name + Birth Years = DescriptionBoomer + 1943-1960 = Idealist

X + 1961-1981 = ReactiveMillennials + 1982-2000/01 = Civic

15th (Homeland or iGeneration) + 2000/01-20?? = Adaptive

Millennial Cycle

Idealist birth CivicReactive birth Adaptive

Civic birth IdealistAdaptive birth Reactive

Repeat

4 Stage / 2 StrokeIdealist Reactive

CivicAdaptive

Rebels against the elder-built world and against the generation before it.

(Think X>Boomer and Millennial>X)

Redirects society towards its own inclinations.

Each Generation

1. Solves the problems facing the prior youth generation (Millennial>X)

2. Corrects for the behavioral excess it perceives in current midlife generation (Millennial>Boomer)

3. Fills the social role being vacated by the departing elder generation (Millennials>G.I.)

Each Generation

Is shaped by their surroundings and by the generations with which they interact.

While being born becomes history, and as they age they make history.

Each Generation

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 changingthe inner world of values and personal behavior.

Types of History

1. Idealist - encounters a spiritual awakening in rising adulthood and a secular crisis entering elderhood.

2. 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

X“A generation that can sneakily trump boomer

narcissism and millennial entitlement.”

Jeff Gordiner, “X Saves the World: How Generation X Got the Shaft but Can Still Keep Everything from Sucking”

Born and raised as independent latch-key kids.Sexual Revolution, Watergate, Vietnam,

Gay Rights, High Divorce Rate, Recession and Woman’s Movement peppered their youth.

Demonized by Hollywood: Rosemary’s Baby, The Exorcist, Taxi Driver, Pretty Baby and The Omen.

About Generation X

Playing to win by half expecting to lose.

Accepting wide gaps between personal outcomes and sex roles.

Proud of their ability to cut through the hype.

About Generation X

Becoming cautious in family life and gradually mellowing in personality.

Dedicated to starting and maintaining stable families, something their Silent generation

parents did not.

About Generation X

MommyMany Generation X women are chosing not to

return to work after they have children.

ABC News Special Report “The Mommy Wars”

MillennialLargest, most wanted, most watched over and most diverse generation in American history.

Howe and Strauss “Millennials Rising”

The Three “Kaitlins”

Kaitlin Caitlin Kate Lynn

3.6Average birthrate of Millennials

(in millions)

Howe and Strauss “Millennials Rising”

$50kParents willing to pay for an ovum from an

attractive, high IQ, female at a top university

Howe and Strauss “Millennials Rising”

50%Increase in amount of stuff in weight in

average American homes vs. 20 years ago

US News and World Report, 2008

87%College freshmen who have never shared

a room with a sibling

Chronicle of Higher Education, November 2010

35% are non-white (and Latino).

1 in 5 have an immigrant parent, 1 in 10 have a non-citizen parent.

Largest separation in wealth in American history.

About Millennials

Celebrated, cherished and protected.

Celebrated by Hollywood: Three Men and Baby,Baby Boom, Mr. Mom and Disney princesses.

Bike helmets, car seats, nanny cams and more.

About Millennials

Raised by attached parents.“Helicopter Parents” or “Blackhawks”

transitioning to “Stealth.”Parents are “Best Friends” and co-purchasing.

Conservative. Or Conventional?

About Millennials

Co-Purchasing

Team Oriented.Task Oriented.

Civic Oriented. (not in march on D.C. way)

Want to achieve high standards set for them.Feel that they have already “paid their dues.”

About Millennials

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.

Reaching Millennials

X vs. Millennial

X vs. Millennial

X vs. Millennial

X vs. Millennial

You are no longer in control of message or media.They are in control.

They want authenticity and simplicity.Stories render authenticity.

X and Millennial

To connect with these generations you cannot talk at, you must talk with.

You must give them the tools to createtheir own stories, memories and experiences.

X and Millennial

5000Marketing messages your prospective

students are assaulted by each day

Adweek November 2008

It’s All About the Experience!

Pine & Gilmore

The Experience Economy is about:

1. Repelling commodization 2. Charging a premium price3. Persuading consumers to pay when they never did before4. Selling “Memories”

The Experience Economy 101

Agrarian

Industrial

Service/Information

Experiences

Theo

ry of

Econ

omic

Prog

ressio

n

10Ten Tenets of The Experience

Economy

1. Integrate the four E’sHigher Education is the experience economy: 4 E’s

Entertainment Education

Esthetic Escape

Strategic Horizons, LLP

Absorption

Immersion

Active ParticipationPassive Participation

2. Aesthetics, Esthetics & Cues

Fast Company, October 2010 Photograph Courtesy of McDonald's NDG Australia

"If you have a restaurant that is appealing, contemporary, and relevant both from the street and interior, the food tastes better."

Don Thompson, COO

“The study by the Association of Higher Education Facilities Officers sought to determine “the relative importance of an institution’s physical assets on a student’s choice of school,” so they surveyed about 16,000 students from 46 colleges.

More than half the respondents indicated that the “attractiveness of the campus” was essential or very important in their decision where to attend school. Students said that poorly maintained open spaces played a key role. And 50 percent either strongly agreed or agreed with the statement, “When I first saw the campus, I knew this was the right college for me.”

2. Aesthetics, Esthetics & Cues

The Impact of Facilities on Recruitment and Retention of Students by David Cain, Ph.D. & Gary L. Reynolds, P.E.

2. Aesthetics, Esthetics & Cues

Elon University

3. Authenticity

“Stop saying what your offerings are through advertising and start creating places--permanent or temporary, physical or virtual,

fee-based or free--where people can experience what those offerings, as well as your enterprise, actually are.”

3. Authenticity or “Keep it real”

SACAC Survey of 200+ National Merit Scholars

“I believe that imperfections show character. That's what I was looking for

in a college. A school that seemingly has no flaws during a one hour

information session (and tour) not only stands out negatively,

but it comes off as bland and ordinary.”

Read the complete survey results Password: sacac

4. Customization

“What’s your drink?

4. Customization

Hendrix College

4. Customization

5. Sensory Engagement

5. Sensory Engagement

Miami University (OH)

6. Emotional Engagement

6. Emotional Engagement

Lehigh University

7. Storytelling

7. Storytelling

St. Edward’s University

8. Signature Moment(s)

8. Signature Moment(s)

Westmont College

9. Theme

9. Theme

Alfred University

10. Memorabilia

The Ohio State University

10. Memorabilia

West Virginia University

Did You Know? Videohttp://www.youtube.com/watch?v=PHmwZ96_Gos&feature=related

Web 3.0 Videohttp://www.youtube.com/watch?v=YmwwrGV_aiE

Pew Internet Researchhttp://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx

Media and Resources

Mommy Tell My Professor He’s Not Nicehttp://www.sptimes.com/2006/06/19/State/Mommy__tell_my_profes.shtml

A Generation Serves Notice; It's a Moving Targethttp://query.nytimes.com/gst/fullpage.html?

res=9D0CE7D9123FF931A15752C0A9609C8B63

facebook grows uphttp://www.newsweek.com/id/32261/page/2

YouthQuake (Millennial Values in Work)http://www.businessweek.com/magazine/content/08_03/b4067000290367.htm?

chan=magazine+channel_top+stories

Scenes From A Culture Clashhttp://www.fastcompany.com/magazine/102/culture-clash.html

Get The Best Out Of Millennialshttp://www.adage.com/talentworks/article?article_id=124891

The Millennials are Cominghttp://www.cbsnews.com/stories/2007/11/08/60minutes/main3475200.shtml

Employee Evolution - Millennials at Workhttp://www.employeeevolution.com/

TargetX iThink Bloghttp://.targetx.com/ithink

Your Bookshelf

Your Bookshelf

?So what does it all mean to recruiting graduate students

When Generations Collide

Text

and what Starbucks, American Girl, Apple and Disney can teach us about recruiting graduate students

Jeff Kallay kallay@targetx.com www.slideshare.net/targetx