Demographic Changes in SocietyProduction Consultants Research2009-2011

“People resemble their times and their peers more than they resemble their parents.”

Alan Foote

“Each generation imagines itself to be more intelligent than the one that went before it and wiser than the one that comes after it.”

George Orwell (1945)

“Don’t insult our intelligence.

Tell us what it is. Tell us what it does, and don’t play the national anthem while you do it.”

Nike on behalf of Generation X

2009 - Four generations at work & play

TraditionalistsBorn 1932-1945

Baby BoomersBorn 1946-1965

Generation XBorn 1965-1978

MillennialsBorn 1979-1998

1990 Age Split

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

0-4 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+

Male

Female

Source: U.S. Census Bureau, International Data Base.

2000 Age Split

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

0-4 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+

Male

Female

Source: U.S. Census Bureau, International Data Base.

2005 Age Split

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

0-4 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+

Male

Female

Source: U.S. Census Bureau, International Data Base.

2010 Age Split

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

0-4 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+

Male

Female

Source: U.S. Census Bureau, International Data Base.

2015 Age Split

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

0-4 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+

Male

Female

Source: U.S. Census Bureau, International Data Base.

2020 Age Split

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

0-4 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+

Male

Female

Source: U.S. Census Bureau, International Data Base.

TraditionalistsBorn 1932-1945

Baby BoomersBorn 1946-1965

Generation XBorn 1965-1978

MillennialsBorn 1979-1998

77 Years 63 Years 44 Years 30 Years2011 - Four generations at work & play

OVERLAP & MESSAGE POINTERS

Millennials•Loyal to their group•Casual Relationship to work•Multitasking•Fun & Flexible•Expect Constant Connection•Open Access to information

77 Years 63 Years 44 Years 30 Years

Baby Boomers•“I am my job”•Live to Work•Loyal•Connected•Challenge the Rules•Push to Change•Process over Results•Conflict-Adverse

Generation X•Loyal to good leadership•Promotion based on results•Get to the point•Independent working•Competency Driven

Traditionalists•Comfortable with Control Leadership•Separate work/family•Advancement based on tenure ladder•Uniformity•The Future is an extension of the past•Conformity

2011 - Four generations at work & play

77 Years 63 Years 44 Years 30 Years

Baby Boomers•Can push aggressive new directions•Direction can exceed current capabilities•Strategy connected to their agenda

Millennials•Attracted to mission and vision connected to global responsibility•Must see values in action•Want to be included in shaping ongoing strategy

Generation X•Connected to priorities that support them •Impatient with direction if it is an extension of past•Strong support for a major organizational shift

Traditionalists•Trust senior leaders to have it right•Little need to be involved in shaping it •Trust direction forward as extension of past

2011 - Four generations at work & play

77 Years 63 Years 44 Years 30 Years

Baby Boomers•May go back to the old ways if personal benefit unclear•See themselves as vital to success•Information is power

Millennials•Have limited if any sense of the old way of doing things•Require lots of coaching and feedback•Lots of reward and recognition so they know they are heard and•appreciated in the new world•No tolerance for being excluded•Likely to share everything•Want ongoing contact•Fast, often & clear

Generation X•Need guidance from experts•Learning needs to be on their terms•Looking for results which meet desired outcomes•Want it quick & simple•Information=results•Source must be knowledgeable•Multitude of connections

Traditionalists•Require clear direction of what is over•Appreciate reorientation programs•They expect a place in the new world

2011 - Four generations at work & play

Audience Strengths

LearnAct OnInvolvementListenCommunication

WillingnessCreativityBringing Everyone

AlongStorytellingTransition

ParticipationProject

ExcellenceIdeas

Follow Requests

Change

SupportApplicabilityVisionaryAcceptanceStrategy

MillennialsGen XBaby BoomersTraditionalists

Audience Strengths

Trust and act on

everyone’s

message

Don’t/won’t share

Filtered

messages

Looking for the right message

Communication

Need for

feedback

Disregarding of

experience

Holding on to

old ways

Unsure what to

stop doingTransition

No clear

alignment of

change

No expertsTaking on too

much

Not getting

involvedChange

Lack of

corp. social

responsibility

Too etherealLack of

involvementLack of

understandingStrategy

MillennialsGen XBaby BoomersTraditionalists