Bridging the Generations: From Minnie Pearl & Pearl Harbor to Wiki & Wii Syngenta NFC and P&M Business Unit Meeting September 9, 2008 Steve Drake

Bridging the Generations:

From Minnie Pearl & Pearl Harbor

to

Wiki & Wii

Syngenta NFC and P&M Business Unit Meeting

September 9, 2008

Steve Drake

Tonight’s Agenda Defining the generations 3. Generations as consumers & media users 2. Generations as employees “ Stopping Points” after each section

Defining the generations

“ Stopping Points” after each section

Birth Years Here

Generations: Syngenta & the U.S.

Four Generations as : Generational Challenge Customers / prospects Colleagues Employees

Four Generations as :

Customers / prospects

Colleagues

Employees

Disclosures Yes, these are generalizations Yes, there are exceptions What follows is a compilation of research and literature from multiple sources Plagiarism vs research

Yes, these are generalizations

Yes, there are exceptions

What follows is a compilation of research and literature from multiple sources

Plagiarism vs research

Generational Background

Generational Divides Baby Boomers 78 million Generation Y 72 million Generation X 49 million Pre-Boomers 46 million Before 1946 1946-1964 1965 – 1977 1978 - 1994 Birth Years:

1970s: Long hair Generational Words Today: Longing for hair

1970s: Long hair

Today: Longing for hair

1970s: Long hair Today: Longing for hair Generational Words 1970s: Screw the system Today: Upgrade the system 1970s: Acid rock Today: Acid reflux 1970s: Rolling Stones Today: Kidney Stones 1970s: KEG Today: EKG 1970s: Going to a new, hip joint Today: Receiving a new hip joint 1970s: Whatever Today: Depends

1970s: Long hair

Today: Longing for hair

1970s: Screw the system

Today: Upgrade the system

1970s: Acid rock

Today: Acid reflux

1970s: Rolling Stones

Today: Kidney Stones

1970s: KEG

Today: EKG

1970s: Going to a new, hip joint

Today: Receiving a new hip joint

1970s: Whatever

Today: Depends

Stand at Your Corner Pearl Harbor Korean War 1 st Radio Generation Impacts How you Communicate Kennedy Assassination Armstrong Moon Walk 1 st TV set Fall of Berlin Wall AIDS 1 st PC Monica/Gulf War I 9/11 1 st E-mail Address

Pearl Harbor

Korean War

1 st Radio

First Year Eligible for Full Retirement Boomer Peak Boomer retirement will lead to an “all out war for talent”

Generations: Syngenta & U.S. Farmers

Characteristics, Perspectives, Attitudes and Beliefs

Characteristics, Perspectives, Attitudes and Beliefs

Generation Overview Matures : Depression Builders Savers Generation Impacts How you Live Boomers : Post WWII Spenders Live to Work Xs : Latch-key Divorce Downsized Independent Ys : Digital revolution Corp / Govt flawed Short attention span Work to Live

Matures :

Depression

Builders

Savers

Work Life Balance Work Life Family Work Life Family 70% of American workers say they don’t have proper work-life balance … and blame companies for the problem #1 Issue between Generations

Y’s Definition of Success Success Feeling personally satisfied 90% Having close family relationships 81% Having a close group of friends 69% An active religious or spiritual life 50%

Family - Parenting Generation Y 90% say they are “very close” to their parents 44% of teens consider parents as role models Quality and quantity time Raising a family is very important – 75% Baby Boomers More than 40% in 1974 said they would be better off without their parents “ Quality time” Raising a family is very important – 59%

Generations Y Loyalty ( in order of importance to them) Families 2. Friends 3. Communities 4. Co-workers 5. Themselves 6. Their company

Families

Marrying later or not at all 1960 Women 20 years old Men 23 years old 2007 Women 26 years old Men 28 years old Median age at marriage

1960

Women 20 years old

Men 23 years old

2007

Women 26 years old

Men 28 years old

Volunteering is important More than 60% of students volunteer at least monthly More than 80% of college freshmen volunteered as high school seniors Focus: environment, poverty and community problems Top reasons for volunteering: “ feel I am helping others” “ good skills for the future” “ makes me feel proud”

More than 60% of students volunteer at least monthly

More than 80% of college freshmen volunteered as high school seniors

Focus: environment, poverty and community problems

Top reasons for volunteering:

“ feel I am helping others”

“ good skills for the future”

“ makes me feel proud”

Who is Gen Y? How big is it? What “turns their crank?” How do they define success? Questions / discussion Stop & Review

Who is Gen Y?

How big is it?

What “turns their crank?”

How do they define success?

Questions / discussion

Generations as Employees

Workplace Background 50% of largest U.S. companies will lose 50% of their senior managers in next five years By 2010, the U.S. will face a shortage of 10 million workers “ Ag” graduation rate decreasing 3% yearly

50% of largest U.S. companies will lose 50% of their senior managers in next five years

By 2010, the U.S. will face a shortage of 10 million workers

“ Ag” graduation rate decreasing 3% yearly

Generations in Work Force 60% of employers report some “generational tension”

Technology Questions So, what is your iPod policy? What about IM? How are you integrating mailing lists into your communication discussion groups? How often do you check out blogs that discuss your organization or cause? Can I donate to your organization online with my credit card? Huh?

So, what is your iPod policy? What about IM?

How are you integrating mailing lists into your communication discussion groups?

How often do you check out blogs that discuss your organization or cause?

Can I donate to your organization online with my credit card?

Huh?

Technology Questions How do I get access to the Internet? I’m not comfortable around computers, so can you please mail me the information about your services? Why don’t you have a real person answer the phone during business hours? I don’t have a (don’t like) credit card(s) … can I write you a check? These are tech questions too … and just as important as the first set.

How do I get access to the Internet?

I’m not comfortable around computers, so can you please mail me the information about your services?

Why don’t you have a real person answer the phone during business hours?

I don’t have a (don’t like) credit card(s) … can I write you a check?

These are tech questions too … and just as important as the first set.

Key Characteristics Boomers Priority on career Sacrifice family for work Hard workers Loyalty to company “ Panic” re retirement Gen X Hard work Using technology Prefers cash & salary Wants some fun Loyal to profession Gen Y Contact with supervisor Make a difference Work in teams State-of-art tech stuff Be at top now Frequent feedback & training

Boomers

Priority on career

Sacrifice family for work

Hard workers

Loyalty to company

“ Panic” re retirement

Recruiting Gen Y Start early – internships Web site very important Recruit through peers Engage with videos Recruit via Internet Appeal to desire to learn Sell via flexible scheduling Highlight paid training Gen X Avoid hype Offer money & stock Web site important Appeal to desire to learn Highlight paid training & skill development 48% look in local paper 76% get news online 59% use Net for search

Gen Y

Start early – internships

Web site very important

Recruit through peers

Engage with videos

Recruit via Internet

Appeal to desire to learn

Sell via flexible scheduling

Highlight paid training

Retaining Gen Y 83% want flexibility 73% motivated by salary 58% want pathway to personal growth Work-life balance Frequent feedback Access to managers Social interaction at work Gen X Compensation Access to managers Work “with” not “for” Weekly feedback Health/medical benefits Given desired outcome & then turned loose Training (live/computer)

Gen Y

83% want flexibility

73% motivated by salary

58% want pathway to personal growth

Work-life balance

Frequent feedback

Access to managers

Social interaction at work

Gen Y workers want a job that lets them exercise personal values and beliefs Causes Click 62% want to work for companies that give them a chance to use their skills to help a nonprofit.

Gen Y workers want a job that lets them exercise personal values and beliefs

62% want to work for companies that give them a chance to use their skills to help a nonprofit.

What Generations are in the work place? How do we learn to work together? What “turns their crank” about work? How do we recruit & retain staff from differing generations? Questions / discussion Stop & Review

What Generations are in the work place?

How do we learn to work together?

What “turns their crank” about work?

How do we recruit & retain staff from differing generations?

Questions / discussion

Generations as Consumers & Media Users

Consuming Habits

Hobbies & Interests

Gen Y’s Use of Time

Association Membership

What Some Are Doing

Media Usage and Multi-Tasking % Time Shared 30 40 34 43 27 42 12 6 24 9 7 Mean Hours per Week Browsing/Surfing the Internet Watching television Talking on the phone Listening to the radio E-mail and instant messaging Listening to CDs/DVDs Watching videos/DVDs Reading books for school or work Listening to/record music online Reading magazines Reading newspapers

Survey Says … 1. Do you subscribe to a daily newspaper? Yes - 48%

2. Use of Media for Information Survey Says …

2. Use of Media for Information

Survey Says … 3: Have you ever visited Craig’s List

Survey Says … 4: How often do you visit YouTube

Survey Says … 5. Tells us about Facebook and MySpace Profile on one or both

How to Reach Diverse Audiences? Boomers Xs & Ys Printed Electronic Snail Mail Newspapers Newsletters Conferences Face-to-face meetings Telephone E-mail Online news, blogs, pod casts E-letters Video conferences Webinars Texting

Boomers

Xs & Ys

Printed

Electronic

Snail Mail

Newspapers

Newsletters

Conferences

Face-to-face meetings

Telephone

E-mail

Online news, blogs, pod casts

E-letters

Video conferences

Webinars

Texting

Cause Marketing Corporate Sponsorship : Company trying to reach your members Message: buy from me because we support your industry Cause-Marketing : Company trying to reach your members’ customers or society in general Message: together we can do something good “for society ”

Corporate Sponsorship :

Company trying to reach your members

Message: buy from me because we support your

industry

Cause-Marketing :

Company trying to reach your members’ customers or

society in general

Message: together we can do something good “for

society ”

Cause Marketing Examples American Express: Statue of Liberty FedEx: Trees for Troops Habitat for Humanity Cook for the Cure Return the Warmth Boost Mobile Rock Corps

American Express: Statue of Liberty

FedEx: Trees for Troops

Habitat for Humanity

Cook for the Cure

Return the Warmth

Boost Mobile Rock Corps

Impact of Cause Marketing Likelihood to switch brands = 87% Proud of my company’s values = 87% Purchased a product = 36% Told a friend or family member = 30% Source: Cone Inc.

Likelihood to switch brands = 87%

Proud of my company’s values = 87%

Purchased a product = 36%

Told a friend or family member = 30%

Source: Cone Inc.

Trees for Troops: Reach & Impact 14.2 MILLION households said they saw, read or heard about Trees for Troops 1.9 MILLION households said T4T “influenced” their decision to purchase a farm-grown tree in 2007

14.2 MILLION households said they saw, read or heard about Trees for Troops

Discussion Cross Generational Work & Communications As colleagues As employees As communications to customers / prospects

Cross Generational Work & Communications

As colleagues

As employees

As communications to customers / prospects

26% of the U.S. population 15% of the U.S. workforce $200+ billion in annual spending power … and growing rapidly That’s Y

26% of the U.S. population

15% of the U.S. workforce

$200+ billion in annual spending power

… and growing rapidly

Acknowledgement & Sources Much of this information provided by NCTA from research conducted by Market Directions Inc. Gen Y Information Sources : Market Directions … www.marketdirections.com NCTA / Drake & Company … www.drakeco.com Generation WHY … www.generationwhy.com Beloit College … www.beloit.edu (Mindset List) NAS Insights … Recruiting & Managing the Generations Generations: The Challenge of a Lifetime for Your Non-Profit: Peter C. Brinckerhoff

Much of this information provided by NCTA from research conducted by Market Directions Inc.

Gen Y Information Sources :

Market Directions … www.marketdirections.com

NCTA / Drake & Company … www.drakeco.com

Generation WHY … www.generationwhy.com

Beloit College … www.beloit.edu (Mindset List)

NAS Insights … Recruiting & Managing the Generations

Generations: The Challenge of a Lifetime for Your

Non-Profit: Peter C. Brinckerhoff