1. 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

2. 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.

3. Four Generations Born: 1928-1945 Age in 2015: 70-87 years old
Traditionalists
Born:
Age in 2015: years old
Boomers
Born:
Age in 2015: years old
Generation X
Born:
Age in 2015: years old
Generation Y
Born:
Age in 2015: 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.

4. 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

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

6. 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

7. 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

8. 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

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

10. 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

11. 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