1. Millennials Rising “The Millennials are Coming” dr. tom drdrtom14@gmail.com 2014 AzTA/ADOT Annual Spring Conference

2. Millennials

3. Four Generations of Transit Riders 2014 Veterans 1922-1946 32 million Boomers 1946-1964 76 million Generation Xs 1964-1980 45 million Millennials 1980-2000 80 million

4. 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

5. 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.

6. 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

7. 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

8. 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

9. “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

10. Millennials