Millennials Rising “The Millennials are Coming” dr. tom 2014 AzTA/ADOT Annual Spring Conference

Millennials

Four Generations of Transit Riders 2014 Veterans million Boomers million Generation Xs million Millennials million

Millennials are also called…  Generation Y  Gen Y  Gen Yers  Generation Next  Internet Generation  Net Generation  Digital Generation  Dot Com Generation  Gaming Generation  Nexters  Nintendo Generation  Echo Boomers  Generation 2001  Tethered Generation  Generation M (as in “media”)  Digital Natives

Why are the Millennials so important?  Their Numbers They are the largest generation since the Baby Boomers, and nearly twice the size of Generation X immediately preceding them.  The Large-Scale Retirement of the Baby Boomers An increasing proportion of skilled workers from that generation are fast approaching retirement age and that personnel gap will need to be filled in large part by the Millennials.  They are the Most Techno-Savvy Generation Yet They have grown up in a world profoundly dominated and defined by technology.

Millennials I. Generational Values 1. Technologically sophisticated 2. Have positive expectations about work and life 3. Are comfortable with diversity 4. In frequent contact with parent(s) 5. Comfortable with the team process

Millennials II. As a Rider 1. Prefer a safe and environmentally friendly transportation mode 2. Want multi-tasking capacity 3. Need directions 4. Comfortable with diversity but avoid “difficult people” 5. Like a “you can be a hero” environment

Millennials III. Marketing Practices 1. Engage them in focus groups 2. Include the parent(s) as part of the decision-making process 3. Provide “value-added” orientation to their transportation experience 4. Make lots of apps available 5. Highlight opportunities to build relationships with diverse riders

“The Millennials are Coming” To get results, avoid the tendency to: “flea-dip” your riders Remember, no riders have better values, many have different values

Millennials