Understanding Generational Differences Setting the stage for this discussion: It is sometimes awkward to talk about generations and generational differences because we are culturally programmed that it is inappropriate to talk about age and because People and cultures attribute certain values to aging or to youth. But there is nothing inherently better or worse about one generation or another – none of us had any control over the year we were born. And just as FF seeks to celebrate the similarities and differences that we explore in cultural exchanges, we should be able to do the same across generations. So – by way of introduction: I am 28 years old, born in 1985, and I am Generation Y which I will explain about more soon. Understanding Generational Differences

Engaging the Next Generation What we hope to cover in this workshop - Understanding Generational Differences Understanding the Trends in Travel Tools for Engaging the Next Generation These are the three things we are going to seek to cover today. I will cover the differences between generational cohorts introduce some of the trends in travel And talk about some specific tools for engaging the next generation.

Four Generations Born: 1928-1945 Age in 2015: 70-87 years old Traditionalists Born: 1928-1945 Age in 2015: 70-87 years old Boomers Born: 1946-1960 Age in 2015: 55-69 years old Generation X Born: 1961-1979 Age in 2015: 36-54 years old Generation Y Born: 1980-1995 Age in 2015: 20-35 years old Much of the current literature talks about the 4 generations that are operating in the workforce, in organizations, and society Social generation as an aggregate of people born over a roughly 20 year span They encounter key historical events and social trends together while occupying the same phase in life; shaped by events Understanding their values and motivations can help us determine how to devise programs to meet those needs Geography also plays a key and obvious role Better understanding leads to empathy for the other person’s view and provides a foundation for strengthened programs.

Traditionalists, Silent Generation Born 1928-1945 Brazil Modest Respectful Risk Averse China Hard Working Idealistic re. Communism Relationship Oriented Germany Disoriented and disillusioned Disinterested in politics Hardworking Russia Fatalistic and enduring Respectful of Authority United States Loyal Joiners Fiscally conservative Defining moments: Great Depression as children and WW 2 Respect for authority, faith in institutions In England, the air raid generation; post WW 2 Nearly 50 million born to this generation in the US Source: Generations and Geography: Understanding the Diversity of Generations around the Globe; Tamara J. Erickson

How to care for Traditionalists Communicate by mail or Face to face Be respectful of position Follow protocols Value loyalty, traditions

Baby Boomers Born 1946-1960 Brazil China Germany Russia United States Materialistic consumers Politically cautious Idealistic China Rigid and authoritarian Loyal to the party View work as service to the country Germany Competitive Psychologically responsible for relieving guilt Activists Russia Patriotic Educated men and possessive mothers United States Anti-authoritarian Defining moments – Watergate and Vietnam war, and JFK and MLK Assassinations Optimistic In the US, family disintegrating Money – buy now, pay later Experienced space race Workaholic 76-79 million in the US Source: Generations and Geography: Understanding the Diversity of Generations around the Globe; Tamara J. Erickson

How to care for Boomers Meet by phone or face-to-face Show personal appreciation Treat them as equals Be democratic, nor bureaucratic Say “we need you” Hear their input Leverage their knowledge Value teamwork

Generation X Born 1961-1979 Brazil China Germany Russia United States Self-reliant Wary Family-centric China Educated Sacrificing for the Common Good Committed to their children Germany Career Oriented Focused on self and family Cautious about national identity Russia Hyper-responsible for parents and children Short-term United States Self reliant Mistrustful Dedicated parents Defining moments – Fall of Berlin war and Soviet Union break up Skepticism Family – Latchkey kids Education – A way to get there Communication – cell phones Money – cautious, conservative 66 million in the US Source: Generations and Geography: Understanding the Diversity of Generations around the Globe; Tamara J. Erickson

How to care for Generation X Communicate by voicemail or email Support training and growth Give them freedom Think Globally Don’t micromanage Give timely, specific feedback Make it fun Value diversity

Generation Y, Millenials Born 1980-1995 Brazil Immediate Optimistic Digital natives China High self-esteem Germany Financially pressured Russia Proud of country United States AKA – millenials, echo boomers, Net generation, First Globals Defining Moments – 9/11 – War on Terror Pragmatic idealists, confident, social, fun, hopeful Merger families Education – an incredible expense Communication – digital natives Money – earn to spend Will likely switch jobs often – the gig economy, sharing economy 80 million ins the US By 2025, 3 in 4 workers will be Gen Y Source: Generations and Geography: Understanding the Diversity of Generations around the Globe; Tamara J. Erickson

How to care for Generation Y Communicate by Instant Message (IM) or Text Give awards/certificates Value civic duty Be collaborative Coach and support them Provide flexibility Care about their personal goals Promote volunteerism Value their technical savvy