2008 Syngenta Gen Y (Final)

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  • 2008 Syngenta Gen Y (Final)

    1. 1. <ul><li>Bridging the Generations: </li></ul><ul><li>From Minnie Pearl & Pearl Harbor </li></ul><ul><li>to </li></ul><ul><li>Wiki & Wii </li></ul><ul><li>Syngenta NFC and P&M Business Unit Meeting </li></ul><ul><li>September 9, 2008 </li></ul><ul><li>Steve Drake </li></ul>
    2. 2. Tonight’s Agenda <ul><li>Defining the generations </li></ul>3. Generations as consumers & media users 2. Generations as employees <ul><li>“ Stopping Points” after each section </li></ul>
    3. 3. Birth Years Here
    4. 4. Generations: Syngenta & the U.S.
    5. 5. <ul><li>Four Generations as : </li></ul>Generational Challenge <ul><li>Customers / prospects </li></ul><ul><li>Colleagues </li></ul><ul><li>Employees </li></ul>
    6. 6. Disclosures <ul><li>Yes, these are generalizations </li></ul><ul><li>Yes, there are exceptions </li></ul><ul><li>What follows is a compilation of research and literature from multiple sources </li></ul><ul><li>Plagiarism vs research </li></ul>
    7. 7. Generational Background
    8. 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. 9. <ul><li>1970s: Long hair </li></ul>Generational Words <ul><li>Today: Longing for hair </li></ul>
    10. 10. <ul><li>1970s: Long hair </li></ul><ul><li>Today: Longing for hair </li></ul>Generational Words <ul><li>1970s: Screw the system </li></ul><ul><li>Today: Upgrade the system </li></ul><ul><li>1970s: Acid rock </li></ul><ul><li>Today: Acid reflux </li></ul><ul><li>1970s: Rolling Stones </li></ul><ul><li>Today: Kidney Stones </li></ul><ul><li>1970s: KEG </li></ul><ul><li>Today: EKG </li></ul><ul><li>1970s: Going to a new, hip joint </li></ul><ul><li>Today: Receiving a new hip joint </li></ul><ul><li>1970s: Whatever </li></ul><ul><li>Today: Depends </li></ul>
    11. 11. Stand at Your Corner <ul><li>Pearl Harbor </li></ul><ul><li>Korean War </li></ul><ul><li>1 st Radio </li></ul>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. 12. First Year Eligible for Full Retirement Boomer Peak Boomer retirement will lead to an “all out war for talent”
    13. 13. Generations: Syngenta & U.S. Farmers
    14. 14. <ul><li>Characteristics, Perspectives, Attitudes and Beliefs </li></ul>
    15. 15. Generation Overview <ul><li>Matures : </li></ul><ul><li>Depression </li></ul><ul><li>Builders </li></ul><ul><li>Savers </li></ul>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. 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. 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. 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. 19. Generations Y Loyalty ( in order of importance to them) <ul><li>Families </li></ul>2. Friends 3. Communities 4. Co-workers 5. Themselves 6. Their company
    20. 20. Marrying later or not at all <ul><li>1960 </li></ul><ul><ul><ul><li>Women 20 years old </li></ul></ul></ul><ul><ul><ul><li>Men 23 years old </li></ul></ul></ul><ul><li>2007 </li></ul><ul><ul><ul><li>Women 26 years old </li></ul></ul></ul><ul><ul><ul><li>Men 28 years old </li></ul></ul></ul>Median age at marriage
    21. 21. Volunteering is important <ul><ul><li>More than 60% of students volunteer at least monthly </li></ul></ul><ul><ul><li>More than 80% of college freshmen volunteered as high school seniors </li></ul></ul><ul><ul><li>Focus: environment, poverty and community problems </li></ul></ul><ul><ul><li>Top reasons for volunteering: </li></ul></ul><ul><ul><ul><li>“ feel I am helping others” </li></ul></ul></ul><ul><ul><ul><li>“ good skills for the future” </li></ul></ul></ul><ul><ul><ul><li>“ makes me feel proud” </li></ul></ul></ul>
    22. 22. <ul><li>Who is Gen Y? </li></ul><ul><li>How big is it? </li></ul><ul><li>What “turns their crank?” </li></ul><ul><li>How do they define success? </li></ul><ul><li>Questions / discussion </li></ul>Stop & Review
    23. 23. Generations as Employees
    24. 24. Workplace Background <ul><li>50% of largest U.S. companies will lose 50% of their senior managers in next five years </li></ul><ul><li>By 2010, the U.S. will face a shortage of 10 million workers </li></ul><ul><li>“ Ag” graduation rate decreasing 3% yearly </li></ul>
    25. 26. Generations in Work Force 60% of employers report some “generational tension”
    26. 27. Technology Questions <ul><li>So, what is your iPod policy? What about IM? </li></ul><ul><li>How are you integrating mailing lists into your communication discussion groups? </li></ul><ul><li>How often do you check out blogs that discuss your organization or cause? </li></ul><ul><li>Can I donate to your organization online with my credit card? </li></ul><ul><li>Huh? </li></ul>
    27. 28. Technology Questions <ul><li>How do I get access to the Internet? </li></ul><ul><li>I’m not comfortable around computers, so can you please mail me the information about your services? </li></ul><ul><li>Why don’t you have a real person answer the phone during business hours? </li></ul><ul><li>I don’t have a (don’t like) credit card(s) … can I write you a check? </li></ul><ul><li>These are tech questions too … and just as important as the first set. </li></ul>
    28. 29. Key Characteristics <ul><li>Boomers </li></ul><ul><li>Priority on career </li></ul><ul><li>Sacrifice family for work </li></ul><ul><li>Hard workers </li></ul><ul><li>Loyalty to company </li></ul><ul><li>“ Panic” re retirement </li></ul>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
    29. 30. Recruiting <ul><li>Gen Y </li></ul><ul><li>Start early – internships </li></ul><ul><li>Web site very important </li></ul><ul><li>Recruit through peers </li></ul><ul><li>Engage with videos </li></ul><ul><li>Recruit via Internet </li></ul><ul><li>Appeal to desire to learn </li></ul><ul><li>Sell via flexible scheduling </li></ul><ul><li>Highlight paid training </li></ul>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
    30. 31. Retaining <ul><li>Gen Y </li></ul><ul><li>83% want flexibility </li></ul><ul><li>73% motivated by salary </li></ul><ul><li>58% want pathway to personal growth </li></ul><ul><li>Work-life balance </li></ul><ul><li>Frequent feedback </li></ul><ul><li>Access to managers </li></ul><ul><li>Social interaction at work </li></ul>Gen X Compensation Access to managers Work “with” not “for” Weekly feedback Health/medical benefits Given desired outcome & then turned loose Training (live/computer)
    31. 32. <ul><li>Gen Y workers want a job that lets them exercise personal values and beliefs </li></ul>Causes Click <ul><li>62% want to work for companies that give them a chance to use their skills to help a nonprofit. </li></ul>
    32. 33. <ul><li>What Generations are in the work place? </li></ul><ul><li>How do we learn to work together? </li></ul><ul><li>What “turns their crank” about work? </li></ul><ul><li>How do we recruit & retain staff from differing generations? </li></ul><ul><li>Questions / discussion </li></ul>Stop & Review
    33. 34. Generations as Consumers & Media Users
    34. 35. Consuming Habits
    35. 36. Hobbies & Interests
    36. 37. Gen Y’s Use of Time
    37. 38. Association Membership
    38. 39. What Some Are Doing
    39. 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
    40. 41. Survey Says … 1. Do you subscribe to a daily newspaper? Yes - 48%
    41. 42. <ul><li>2. Use of Media for Information </li></ul>Survey Says …
    42. 43. Survey Says … 3: Have you ever visited Craig’s List
    43. 44. Survey Says … 4: How often do you visit YouTube
    44. 45. Survey Says … 5. Tells us about Facebook and MySpace Profile on one or both
    45. 46. How to Reach Diverse Audiences? <ul><li>Boomers </li></ul><ul><li>Xs & Ys </li></ul><ul><li>Printed </li></ul><ul><li>Electronic </li></ul><ul><li>Snail Mail </li></ul><ul><li>Newspapers </li></ul><ul><li>Newsletters </li></ul><ul><li>Conferences </li></ul><ul><li>Face-to-face meetings </li></ul><ul><li>Telephone </li></ul><ul><li>E-mail </li></ul><ul><li>Online news, blogs, pod casts </li></ul><ul><li>E-letters </li></ul><ul><li>Video conferences </li></ul><ul><li>Webinars </li></ul><ul><li>Texting </li></ul>
    46. 47. Cause Marketing <ul><li>Corporate Sponsorship : </li></ul><ul><li>Company trying to reach your members </li></ul><ul><li>Message: buy from me because we support your </li></ul><ul><li>industry </li></ul><ul><li>Cause-Marketing : </li></ul><ul><li>Company trying to reach your members’ customers or </li></ul><ul><li>society in general </li></ul><ul><li>Message: together we can do something good “for </li></ul><ul><li>society ” </li></ul>
    47. 48. Cause Marketing Examples <ul><li>American Express: Statue of Liberty </li></ul><ul><li>FedEx: Trees for Troops </li></ul><ul><li>Habitat for Humanity </li></ul><ul><li>Cook for the Cure </li></ul><ul><li>Return the Warmth </li></ul><ul><li>Boost Mobile Rock Corps </li></ul>
    48. 49. Impact of Cause Marketing <ul><li>Likelihood to switch brands = 87% </li></ul><ul><li>Proud of my company’s values = 87% </li></ul><ul><li>Purchased a product = 36% </li></ul><ul><li>Told a friend or family member = 30% </li></ul><ul><li>Source: Cone Inc. </li></ul>
    49. 50. Trees for Troops: Reach & Impact <ul><li>14.2 MILLION households said they saw, read or heard about Trees for Troops </li></ul>1.9 MILLION households said T4T “influenced” their decision to purchase a farm-grown tree in 2007
    50. 51. Discussion <ul><li>Cross Generational Work & Communications </li></ul><ul><li>As colleagues </li></ul><ul><li>As employees </li></ul><ul><li>As communications to customers / prospects </li></ul>
    51. 52. <ul><li>26% of the U.S. population </li></ul><ul><li>15% of the U.S. workforce </li></ul><ul><li>$200+ billion in annual spending power </li></ul><ul><li>… and growing rapidly </li></ul>That’s Y
    52. 53. Acknowledgement & Sources <ul><li>Much of this information provided by NCTA from research conducted by Market Directions Inc. </li></ul><ul><li>Gen Y Information Sources : </li></ul><ul><li>Market Directions … www.marketdirections.com </li></ul><ul><li>NCTA / Drake & Company … www.drakeco.com </li></ul><ul><li>Generation WHY … www.generationwhy.com </li></ul><ul><li>Beloit College … www.beloit.edu (Mindset List) </li></ul><ul><li>NAS Insights … Recruiting & Managing the Generations </li></ul><ul><li>Generations: The Challenge of a Lifetime for Your </li></ul><ul><li>Non-Profit: Peter C. Brinckerhoff </li></ul>

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