2008 Syngenta Gen Y (Final)
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2008 Syngenta Gen Y (Final) Presentation Transcript

  • 1.
    • Bridging the Generations:
    • From Minnie Pearl & Pearl Harbor
    • to
    • Wiki & Wii
    • Syngenta NFC and P&M Business Unit Meeting
    • September 9, 2008
    • Steve Drake
  • 2. Tonight’s Agenda
    • Defining the generations
    3. Generations as consumers & media users 2. Generations as employees
    • “ Stopping Points” after each section
  • 3. Birth Years Here
  • 4. Generations: Syngenta & the U.S.
  • 5.
    • Four Generations as :
    Generational Challenge
    • Customers / prospects
    • Colleagues
    • Employees
  • 6. Disclosures
    • Yes, these are generalizations
    • Yes, there are exceptions
    • What follows is a compilation of research and literature from multiple sources
    • Plagiarism vs research
  • 7. Generational Background
  • 8. 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:
  • 9.
    • 1970s: Long hair
    Generational Words
    • Today: Longing for hair
  • 10.
    • 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
  • 11. 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
  • 12. First Year Eligible for Full Retirement Boomer Peak Boomer retirement will lead to an “all out war for talent”
  • 13. Generations: Syngenta & U.S. Farmers
  • 14.
    • Characteristics, Perspectives, Attitudes and Beliefs
  • 15. 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
  • 16. 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
  • 17. 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%
  • 18. 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%
  • 19. Generations Y Loyalty ( in order of importance to them)
    • Families
    2. Friends 3. Communities 4. Co-workers 5. Themselves 6. Their company
  • 20. 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
  • 21. 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”
  • 22.
    • Who is Gen Y?
    • How big is it?
    • What “turns their crank?”
    • How do they define success?
    • Questions / discussion
    Stop & Review
  • 23. Generations as Employees
  • 24. 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
  • 25.  
  • 26. Generations in Work Force 60% of employers report some “generational tension”
  • 27. 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?
  • 28. 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.
  • 29. 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
  • 30. 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
  • 31. 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)
  • 32.
    • 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.
  • 33.
    • 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
  • 34. Generations as Consumers & Media Users
  • 35. Consuming Habits
  • 36. Hobbies & Interests
  • 37. Gen Y’s Use of Time
  • 38. Association Membership
  • 39. What Some Are Doing
  • 40. 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
  • 41. Survey Says … 1. Do you subscribe to a daily newspaper? Yes - 48%
  • 42.
    • 2. Use of Media for Information
    Survey Says …
  • 43. Survey Says … 3: Have you ever visited Craig’s List
  • 44. Survey Says … 4: How often do you visit YouTube
  • 45. Survey Says … 5. Tells us about Facebook and MySpace Profile on one or both
  • 46. 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
  • 47. 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 ”
  • 48. 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
  • 49. 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.
  • 50. 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
  • 51. Discussion
    • Cross Generational Work & Communications
    • As colleagues
    • As employees
    • As communications to customers / prospects
  • 52.
    • 26% of the U.S. population
    • 15% of the U.S. workforce
    • $200+ billion in annual spending power
    • … and growing rapidly
    That’s Y
  • 53. 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