Generations: Our Students, Our Employees, Our DonorsGenerations: Our Students, Our Employees, Our Donors

Terri Manning

Bobbie FryeCheryl Roberts

Terri Manning

Bobbie FryeCheryl Roberts

A Study Funded by the Workforce Development BoardA Study Funded by the Workforce Development Board

Donor2 Insight 2009

It May Take a Village to Raise a Child, but it Takes a Society to

Raise a Generation

It May Take a Village to Raise a Child, but it Takes a Society to

Raise a Generation

Economic ConditionsSocietal NormsPolitical EventsMajor Crises

Each GenerationEach 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…”• They are either idealistic, reactive, civic or

adaptive

Business Today…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.

• Let’s look at the generations……

Veterans Still ActiveVeterans Still Active

(1,000 die every day)

Boomer ActivityBoomer Activity

(7,198 turned 60 every day in 2006)

Gen X ActivityGen X Activity

Millennial ActivityMillennial Activity

(Oldest 25-6, youngest 5-6)

Who Has the MoneyWho Has the Money• Age: 20-29 Median Net Worth: $7,900

Top 25%: $36,000 - Top 10%: $119,300 • Age: 30-39 Median Net Worth: $44,200

Top 25%: $128,100 - Top 10%: $317,800• Age: 40-49 - Median Net Worth: $117,800

Top 25%: $338,100 - Top 10%: $719,800 • Age: 50-59 - Median Net Worth: $182,300

Top 25%: $563,800 - Top 10%: $1,187,600 • Age: 60-69 - Median Net Worth: $209,200

Top 25%: $647,200 - Top 10%: $1,429,500

Oldest and Youngest GenerationsOldest and Youngest Generations

• GIs (1900-1924)– Virtually none still working– Represent 1.7% of total population

• Generation Z (2003-2023ish)– Oldest is 5– Represent 6.7% of the population

The Veterans (Silent Generation or Greatest Generation) 1925–1942

(adaptive)

The Veterans (Silent Generation or Greatest Generation) 1925–1942

(adaptive)• 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 ValuesDedicationHard WorkConformityLaw and OrderPatienceDelayed RewardDuty before PleasureAdherence to RulesHonor

Core ValuesDedicationHard WorkConformityLaw and OrderPatienceDelayed RewardDuty before PleasureAdherence to RulesHonor

The VeteransThe 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.

As philanthropists…As philanthropists…• … they are the largest generation of donors• When dealing with members of this generation,

Neil Howe suggests bringing in the whole family for any meetings since this generation is not known for taking charge. Instead, members of this generation will help facilitate a group decision since they are known for their affinity toward other generations.

• Interestingly, we have no U.S. Presidents from this generation, but we have seen 14 Chiefs of Staff thus far.

• In regard to funding sources, the money came from this generation….. their families and successful businesses.

Values of Faculty/Staff in this Age Group

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• Motivated by respecting their

experience and perserverence

Veterans Came Home from World War II

Veterans Came Home from World War II

• And gave birth to the next generation

• The Baby Boomers 1943–1964 (the largest generation, idealist)

The Baby Boomers 1943–1964 (the largest generation, idealist)The Baby Boomers 1943–1964 (the largest generation, idealist)

Core Values Optimism Team Orientation Personal Gratification Health and Wellness Personal Growth Youth Work Involvement

Core Values Optimism Team Orientation Personal Gratification Health and Wellness Personal Growth Youth Work Involvement

• 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, dads carpooled• Children spent significant time with adult role models• Perception of the world as “safe”

As philanthropists…As philanthropists…

• … you should respect their individualism and focus on civic participation.

• This is a generation of "visions and values."

• They don't need any help, especially not from institutions.

Boomer Faculty/Staff ValuesBoomer Faculty/Staff Values

• Value stability and respect• Like to see their successes (baby-

boomer wall of fame)• Tend to workaholism and have

difficulty balancing their lives• Are competitive• See themselves as the

standard of comparison

Boomers at WorkBoomers 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• Motivated by making

them think they make an important and unique contribution (we get along without you.)

The Late Veterans and Early Boomers Gave Birth to the Next Generation

The Late Veterans and Early Boomers Gave Birth to the Next Generation

• The Gen Xers 1965–1982 (41 million)

• A Lost Generation… A Nomadic Generation…..

• Half the Size of the Baby Boom (reactive)

Generation XGeneration 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.

The Gen X ChildhoodThe 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 ValuesDedicationHard WorkConformityLaw and OrderPatienceDelayed rewardDuty before pleasureAdherence to rulesHonor

Core ValuesDedicationHard WorkConformityLaw and OrderPatienceDelayed rewardDuty before pleasureAdherence to rulesHonor

As philanthropists…As philanthropists…• … they focus on practicality and locality. • This generation is not inclined to give to

an institution who will do the work for them, rather they want something hands on; they want to be intimately involved in the charitable endeavor. Do not ask this generation to give to United Way. This is the generation of Habitat for Humanity.

Gen Xers as Faculty/StaffGen Xers as Faculty/Staff• Cynical and pessimistic (not happy in corporate

structure)• 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 (work/life balance)• Loyalty to people not a company• Impatient with poorer people skills• Motivated by letting them do it their way, giving them

freedom and not a lot of rules

Generation Next (civic)Generation Next (civic)

The Echo Boom/Millennials…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:

Generation Y Echo Boom

Net GenerationMillennials

Things Began to Change for This GenerationThings 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.

MillennialsMillennials• This generation is civic-minded, much like

the previous GI Generation. • They are collectively optimistic, long-term

planners, high achievers with lower rates of violent crime, teen pregnancy, smoking and alcohol use than ever before.

• This generation believes that they have the potential to be great and they probably do. We are looking to them to provide us with a new definition of citizenship.

Demographic TrendsDemographic Trends

The Baby Boomers chose to become older parents in the 1980s while Gen X moms reverted back to the earlier birth-age norm, which meant that two generations were having babies.

In 1989, 29 percent of the 4.4 million live births were to women aged 30 and older.

Millennials have older largely Baby Boomer parents: Average age of mothers at birth at an all time high of 27 in 1997.

Demographic Trends, cont.Demographic Trends, cont.

Smaller families born to ch older parents.

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.

Demographic Trends – Changing DiversityDemographic Trends – Changing Diversity Increase in Latino immigration

- Latino women tend to have a higher fertility rates than non-Latino women.

Nearly 35% of Millennials are nonwhite or Latino.

Twenty percent of this generation has at least one parent who is an immigrant.

Millennials have become the most racially and ethnically diverse generation in US History.

Safety IssuesSafety 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.

The Well-Being of U.S. Teens• Mortality Rate for US teens aged 15–19

declined from 1960 to 1997.-Teens are having fewer accidents than Boomers

Major Influencing FactorsMajor Influencing Factors

1. Their parents2. The self-esteem movement3. The customer service movement4. Gaming and technology5. Casual communication

Parenting MillennialsParenting Millennials• This generation is being parented by well-

educated, 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 60’s and 70’s were very scary and many of us felt unprepared for it.

• We were naïve and didn’t have enough tools in our tool box to deal with it.

Baby Boomers as ParentsBaby Boomers as Parents• Boomers rebelled against the parenting

practices of their parents.• Strict discipline was the order

of the day for boomers.• They made conscious decisions

not to say “because I told you so” or “because I’m the parent and you’re the child.”

• Boomers became more “friendly” with their children. They wanted to have open lines of communication and a relationship with them.

Baby Boomers as ParentsBaby Boomers as Parents• They explained things to their children,

(actions, consequences, options, etc.) – they wanted them to learn to make informed decisions.

• They allowed their children to have input into family decisions, educational options and discipline issues.

• We told them “just because it is on television doesn’t mean it’s true” or “you can’t believe everything you read.”

• We wanted them to question authority.

The ResultThe 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 ParentsHelicopter 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)

Baby Boomer Parents have been their Biggest CheerleadersBaby Boomer Parents have been their Biggest Cheerleaders

• Millennials expect and need praise.

• Will mistake silence for disapproval.

• Millennials expect feedback.

Focus on Self-esteemFocus 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 can’t 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.

Focus on Customer ServiceFocus on Customer Service

• Expect access (24/7)• Expect things to work like

they are supposed to• If they don’t “that is your

problem”• They want what they have paid for• Everything comes with a toll-free

number or web address• Want “Gateway Go Back”

in classes

Add the Impact of GamingAdd the Impact of Gaming• Gaming has impacted children

– The game endings changed based on the decisions children made (Role Playing Games [Legend of Zelda, Final Fantasy, Chronotrigger]) impacting locus of control.

– Involves a complex set of decision- making skills.

– Teaches them to take multiple pieces of data and make decisions quickly.

– Learning more closely resembles Nintendo, a trial and error approach to solving problems.

We navigated our way through…..We navigated our way through…..

They navigated their way through…..They navigated their way through…..

Characteristics of Today’s ChildrenCharacteristics of Today’s Children

• 76% want to learn more about the world (much smaller for them).

• 28% of high school students access foreign news sources via the Internet.

• 90% percent of children between ages 5 and 17 use computers.

• Teens spend more time online using the Internet than watching television.

From: A Nation on the Move, http://www.ed.govFrom: A Nation on the Move, http://www.ed.gov

Characteristics of Today’s ChildrenCharacteristics of Today’s Children

• 94% of online teens use the Internet for school-related research.

• 24% have created their own web pages.• 16% of teens are shareholders in the

stock market.• Teens and college students combined

spend nearly $400 billion a year.• The largest group of new users of the

Internet from 2000-2002 were 2-5 year olds.34

From: A Nation on the Move, http://www.ed.govFrom: A Nation on the Move, http://www.ed.gov

By age 21…..By age 21…..• It is estimated that the

average child will have:– Spent 10,000 hours playing video games– Sent 200,000 emails– Spent 20,000 hours watching TV– Spent 10,000 hours on their cell phone– Spent under 5,000 hours reading

• Students have never known life without the computer. It is an assumed part of life.

• Doing is more important than knowing.• There is zero tolerance for delays.

Cell Phone TechnologyCell Phone Technology• They all have cell phones and expect

to be in contact 24/7.• Not a phone – a lifestyle management

tool• Staying “connected” is essential.• Communication is a safety issue for

parents.• Communication has become

casual for students (IM, email and cell phones.

What About 1st Generation Students?What About 1st Generation Students?

• Not all students will be proficient; first-generation and students from low income or working class families may have less experience.

• Their experience with technology has been minimal in school (poorer districts.)

• They have not had the exposure to educational uses of technology – software that does WORK for them.

• We need another placement test – remedial keyboarding and technology.

• Huge digital divide between the “haves” and the “have nots” based on income levels (class).

In SchoolIn School• They need to understand why

they are doing what they are doing – objectives of classroom activities and projects.

• They want to have input into their educational processes.

• They want to be involved in meaningful activities, not mundane work.

• They think it is cool to be smart.• They will respond well to programs like

“learning communities and service learning.”

Millennial ExpectationsMillennial Expectations• They have grown up in an outcomes-based

world – have the attitude “what’s in it for me?”

• Clear expectations, explicit syllabi, and well structured assignments.

• They expect detailed instructions and guidelines for completing assignments.

• They have come from K-12 systems where students are actively involved in learning and classroom activities change often.

• Teachers are helpers/facilitators of learning.

AmbitionsAmbitions Most popular college majors:• Medicine• Education/teaching• Business and

marketing

• Engineering• Law and

politics• Computer

science Most sought after qualities in careers:

• Responsibility• Independence• Creativity

• Idealistic and committed co-workers

Most common job trends :

• Multi-taskers• Change Careers

• Seek security & benefits

• Stay with company that offers a challenge

Source: Industry Week, March, 1998.

Difference in ValuesDifference in Values• They have witnessed their

baby boomer parents coming home from stressed jobs, exhausted, falling asleep at the dinner table; and don’t want that for themselves.

• They are a generation who is interested in a life with value and meaning – they do not aspire to what the “boomers” aspire to – they want something different.

True Multi-taskersTrue Multi-taskers• Millennials have lived programmed

lives and are already quite capable of learning several jobs simultaneously and performing them admirably.

• Millennials will change careers many times.

• Retooling and recycling their skills and talents will become common.

• To retain them, smart employers will encourage Millennials to try out different careers within the same company.

2004 Research Study2004 Research Study

• Central Piedmont Community College’s Center for Applied Research was contracted to do this study by the Workforce Development Board.– Focus Groups were conducted.– An Online Survey was administered.– Data collected January–March 2004 from

the University of NC at Charlotte, Central Piedmont Community College and Johnson C. Smith University.

Characteristics They Look for in TeachersCharacteristics They Look for in Teachers

• At least 50% said:

– Enthusiastic about the course/teaching – Are fun to be around – Provide intellectual challenges – Have flexible class policies – Are sensitive to your needs/feelings – Emphasize preparing for future career

Salary ExpectationsSalary 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%

Approximately 65% felt they would learn $40K or lessApproximately 65% felt they would learn $40K or less

Importance of Career ComponentsImportance of Career Components

• Elements thought to be very important

Respected on the Job Opportunity for Professional

Development Ability to Have an Impact on the World

Importance of Job BenefitsImportance of Job Benefits• Benefits thought to be very important

Health InsuranceSalary Growth Plans like 401K Life Insurance BonusesEmployer-paid Retirement

• Benefits thought to be unimportantStock Options Profit Sharing

Jobs in LifetimeJobs 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

Future OddsFuture Odds• The following % felt it was very likely that

they would someday:

Work for themselves/own business 21%Have lifestyle they grew up with 63%

• 79% felt a two income household would be somewhat to very important in reaching their lifestyle goals?

Quality of Life? Quality of Life?

Rank order of items that contribute to a good quality of life

(% ranking item in top 3 on a scale of 1-8)

– Having a secure future for my family 71.5%– Time to enjoy family/children 68.7%– Having family/children 63.2%– Having a great job 60.4%– Having good friends 55.2%– Having plenty of money 45.5%– Having plenty of free time 40.2%

Your Generation in the FutureYour Generation in the Future

• Someday, your generation will be raising kids, running corporations and occupying high political office. When that day comes, which areas of American life will be better, the same or worse than today because of your generation?– 3 = better– 2 = same– 1 = worse

Areas they felt they would do better: TechnologyRace Relations

Areas they felt they would do about the same:

EconomySchoolsArts/Culture

Foreign Affairs Areas they felt they couldn’t improve on: Government

Family LifeReligion Crime/Public Order

Areas they felt they would do better: TechnologyRace Relations

Areas they felt they would do about the same:

EconomySchoolsArts/Culture

Foreign Affairs Areas they felt they couldn’t improve on: Government

Family LifeReligion Crime/Public Order

Millennials as EmployeesMillennials as Employees• Want a boss who will mentor them (expect feedback).• Expect 21st Century policies and procedures.• Will expect independence in the workforce (can work

from anywhere).• Won’t respect time-honored traditions.• Want to work with idealistic and committed

coworkers doing important work.• Not interested in “paying their dues.”• Will work in to their 70’s – why start now.• Want work/life balance and their time is as important

to them as money.• Trust individuals not companies.• Motivated by respecting individualism and mentoring.

One Final WordOne Final Word

• In case you're worried about what's going to become of the younger generation, it's going to grow up and start worrying about the younger generation. (Roger Allen)

For a copy of this presentation:

http//www1.cpcc.edu/millennial

Click on: “presentations and workshops”

Contact: terri.manning@cpcc.edu

For a copy of this presentation:

http//www1.cpcc.edu/millennial

Click on: “presentations and workshops”

Contact: terri.manning@cpcc.edu