The X -Y –Z
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Why can’t we all just get along?
Who are they?
What defines these generations
Where did they come from?
The lessons they learnt BEFORE they came
to work with you
What do they want?
What they want and how to give it to them
What kind of Manager will that make
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first appeared in an August 1993 Ad Age editorial
to describe teenagers of the day,
defined as different from Generation X,
and then aged 12 or younger (born after 1981),
ll th t f th i t as well as the teenagers of the upcoming ten
the company has sometimes used 1982 as the starting
birth year for this generation
"Generation Y" alludes to a succession from
are sometimes called Echo Boomers,
due to the significant increase in birth rates during the
1980s and into the 1990s.
In America, the birth rate of the Echo Boom
peaked in 1990peaked in 1990.
are mostly the children of baby boomers or Gen
The 20th century trend toward smaller families
in developed countries continued,
the relative impact of the "baby boom echo" was
generally less pronounced than the original
William J. Schroer
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Traditionalists: 1922 – 1943 (over 69)
Baby Boomers: 1944 – 1964 (47 – 68)
Generation X: 1965 – 1977 (35 – 46)
Generation Y: 1978 – 1994 (17 – 34)
Generation Z: 1995 ‐ ? (Under 18)
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Coming of Age: 1946‐1963
Age in 2012: 67 to 84
Jamaica 65 & over Population 2011: 217,606
This generation had significant opportunities in jobs This generation had significant opportunities in jobs
and education as the War ended and a post‐war
economic boom struck America.
However, the growth in Cold War tensions, the
potential for nuclear war and other never before seen
threats led to levels of discomfort and uncertainty
throughout the generation.
Members of this group value security, comfort, and
familiar, known activities and environments.
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Coming of Age: 1963‐1972
Age in 2012: 58‐66
Current US Population: 33 million
For a long time the Baby Boomers were defined as
those born between 1945 and 1964.
That would make the generation huge (71 million) and
encompass people who were 20 years apart in age.
It didn’t compute to have those born in 1964
compared with those born in 1946.
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Life experiences were completely different.
Attitudes, behaviors and society were vastly
In effect, all the elements that help to define a
h i l d b h b d f cohort were violated by the broad span of years
originally included in the concept of the Baby
The first Boomer segment is bounded by the
Kennedy and Martin Luther King assassinations, the
Civil Rights movements and the Vietnam War.
Boomers I were in or protested the War.
Boomers 2 or the Jones Generation missed
the whole thing
dgood economic opportunities
were largely optimistic about the potential
for America and their own lives,
the Vietnam War notwithstanding
Coming of Age: 1973‐1983
Age in 2012: 47 to 57
This first post‐Watergate generation lost much of its trust
i d i i i i h B I in government and optimistic views the Boomers I
Economic struggles including the oil embargo of 1979
reinforced a sense of “I’m out for me” and narcissism and a
focus on self‐help and skepticism over media and
institutions is representative of attitudes of this cohort.
While Boomers I had Vietnam,
Boomers II had AIDS as part of their rites of passage.
Did not have the benefits of the Boomer I
as many of the best jobs, opportunities, housing
etc. were taken by the larger and earlier group.
Both Gen X and Boomer II s suffer from this
long shadow cast by Boomers I.
Coming of Age: 1988‐1994
Age in 2012: 36 to 46
Jamaican Population 1970: 1.8 million
Jamaica 30–64 Population 2011: 1.03 million
f d h l hSometimes referred to as the “lost” generation, this
was the first generation of “latchkey” kids, exposed to
lots of daycare and divorce.
Known as the generation with the lowest voting
participation rate of any generation,
Gen Xers were quoted by Newsweek as
“the generation that dropped out without ever turning on
the news or tuning in to the social issues around them.”
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often characterized by high levels of
“what’s in it for me” attitudes “what’s in it for me” attitudes
arguably the best educated generation with 29%
obtaining a bachelor’s degree or higher (6%
higher than the previous cohort).
And, with that education and a growing maturity , g g y
they are starting to form families with a higher
level of caution and pragmatism than their
Concerns run high over avoiding broken homes,
kids growing up without a parent around and financial
Coming of Age: 1998‐2006
Age in 2012: 18 to 35
Population 1982: 2.2 millionp
Jamaica 15‐29 population 2011: 751,489
The largest cohort since the Baby Boomers,
their high numbers reflect their births as that
of their parent generation..
the last of the Boomer Is and most of the Boomer
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are known as incredibly sophisticated,
immune to most traditional marketing and sales g
as they not only grew up with it all,
they’ve seen it all and been exposed to it
all since early childhood.
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are much more segmented as an
audience aided by the rapid
expansion in Cable TV channels expansion in Cable TV channels,
satellite radio, the Internet, e‐zines,
less brand loyal and the speed of
the Internet has led the cohort to be
similarly flexible and changing in its similarly flexible and changing in its
fashion, style consciousness and
where and how it is communicated
often raised in dual income or single parent
families have been more involved in family
purchases...everything from groceries to new
One in nine Gen Yers has a credit card co‐
signed by a parent.
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They are the most tech savvy and
demanding generation ever on this planet
Technology is in their DNA.
The internet is their life. The internet is their life.
they will use it for everything
They will be a transient workforce.
They will 'follow the work' and live where
the work is based.
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For them the virtual world is real –
Friends, Fans, Followers and Contacts
Geography and distance are
Everything is here and now ‐ just a click
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They are more self‐directed
process information at lightning
are smarter than any other generation
▪(how wise? Time will tell?)
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They will give new meaning to the term
Raised in an educational culture of
working in teamsworking in teams
and being highly socially connected
computers, cell phones, text messaging,
instant messaging, social networking,
blogs, multi-player gaming, etc.,
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Millennials are extremely social
they are the first generation toy g
begin to build relationships
and are now bringing a culture of
constantly working together
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Friends ‐ 3018
Followers ‐ 155/138
BB Contacts ‐ 10
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Coming of Age: 2013‐2020
Age in 2012: 0‐17
Jamaica Population 2001: 2.6 million
Jamaica Under 15 Population 2011 702 835Jamaica Under 15 Population 2011: 702,835
While we don’t know much about Gen Z yet...we
know a lot about the environment they are
growing up in.
This highly diverse environment will make the
grade schools of the next generation the most
will grow up with a highly
sophisticated media and computer
environment and will be more environment and will be more
Internet savvy and expert than their
Gen Y forerunners.
By Boris Populoh,
HHGFAA Director of Programs and Services
How to recruit, manage, and sell
to the younger generation is an
i i d t h t issue every industry has to
Are employees from the younger generations
rock stars, techno‐geniuses, or unmotivated
Everyone seems to have an opinion.
O hi i f One thing is for sure:
They’re here and here to stay, and they will play a
pivotal role in the future of your organization.
Whether one is old, young or somewhere in
our perceptions inﬂuence how we view others and
the decisions we make based on our preferences.
provides some insight into how
the international household
goods transportation and goods transportation and
forwarding industry views this
complex and intriguing issue.
Questions and Responses
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Which is your generation?
The largest group of responses, 86 of the 257
received, were submitted by those identifying
themselves as Gen X.
Th i f The next two groups in terms of responses
received came from the Boomers and Boomers
II generation, with 65 and 64 responses,
Overall, a total of 215 responses were
submitted by those born between 1946 and
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What is your most pressing issue with
employing young adults?
A solid majority, 144 of 257 responders,
indicated that the most pressing issue with
l i d l i employing young adults is
While this perceived apparent lackluster
approach to the work environment is a source
of friction between the generations,
only 5% of responders feel that honesty is an issue
when it comes to employing young adults.
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How would you describe the change in work
ethic over the past 25 years?
71.2% of all responses collected, indicated that
they felt that y
work ethic has either declined signiﬁcantly or
This this perception is shared across all three
major groups of responders,
the Baby Boomers and Boomers II, as well as Gen X
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The best way to motivate young workers
is to give them more ...
Nearly half of all responses indicated that
“Money” is the primary tool used to Money is the primary tool used to
motivate young workers.
On the other hand,
both “Praise” and “More responsibility”
also appear to be useful tools in motivating
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The biggest challenge facing employers of young
adults is ...
“Retention” is the biggest challenge facing
employers of young adults.
It stands to reason that while
“Money” is thought to be a primary motivator,
perhaps other tools could be employed more
when it comes to attracting and retaining
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Compared to 25 years ago, do young adults
have to deal with a higher level of job stress
and a higher level of workload?
majority of responders indicated that
they feel that young adults today, have to deal
with a higher level of job stress and a greater
workload then they did 25 years ago.
Whether you feel that is true or not, it cannot
be denied that today’s work environment is
very different than it was 25 years ago.
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What are the best skills that young
adults bring to today’s workplace?
While there are differences of opinion and
perception when it comes to recruiting, p p g,
managing, and selling to the younger
generation, it appears that everyone can
agree on the fact that
contributions made by younger adults in
the workforce are of signiﬁcant value and
add new ideas and skills
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think that technology is a separate thing.
They “go on” the internet.
Th “ k ll h ll h ” They “make a call on the cell phone”.
They look something up
“on the computer”.
They have a distinction between doing a
task and the “tool” that they do the task
don’t have that dualism or separation.
They look something up
of course they are doing it on the computer of course they are doing it on the computer…
why would you even think to say it that way?
They make a call or text someone
… the technology is implied and assumed
Gen Xers live their life with technology.
They work with it, they use it to be more
They like to customize and personalize They like to customize and personalize.
The Gen Xers are actually the group that is
most enamored by technology,
but at the same time they feel trapped by it.
remember life without it,
it d b ddi t d t it lik may use it and may be addicted to it like
but they can more easily let it go and
live without it.
have integrated all the various technologies into their
they are the ones that will say,
“We need to talk more instead of all this texting ” We need to talk more instead of all this texting.
or “People are forgetting how to even just talk to each
or “I don’t use email. It’s a hassle and it’s too impersonal.
If You need to communicate with them
Call or text or facebook
All the generations dislike small
We think we only need larger fonts
if h l f B i if we have a lot of Boomers in our
but all of the generations
commented that text was often too
don’t like things that move and scroll on
the page, such as banners that change.
They REALLY don’t like that it is a They REALLY don t like that — it is a
reason why they would abandon a site.
are fine with these moving parts
will get bored without them.
expect websites to be at least
interesting, if not fun.
G X d BGen Xers and Boomers
are willing to give up fun if the site
can be customized for them
or it’s a useful tool
are trying both,
but are still a little bewildered.
You’ve heard how large the
Boomer generation is in numbers,
( 8 i h US) (78,000,000 in the US).
The Millennials are an even larger
group (80,000,000 in the US).
The Gen Xers are a much smaller
have to be really careful.
Gen Xers are doing most of the website
But most of the people they are designing
for are not them!
They have to make sure they are not just
designing for themselves,
and they have to test their design with
If you have pictures of people at your
website the millennials are the most
sensitive to what the people look like,
especially to how old they are.
I’ ill i l l t th I’ve seen millennials glance at the page
they landed on at a website and click out of
it within 1 or 2 seconds because,
“this site isn’t for me. That woman was
(by the way, the woman looked about 35 to
Sometimes people ask,
“Isn’t this just an artifact because these people are
Soon they will grow up
and get married and have children g
and then they will be just like all the other Gen Xers,
I don’t believe this.
The differences are deep and have been ingrained
The Millennials are not going to grow into Gen Xers,
just like the Gen Xers are not going to grow into
Which generation are you?
Do you have to design for other
What do you do to make sure you
aren’t just designing for yourself?
By Jackie Agner
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to explain the differences
between our generations and
h t it d ll how to recruit, manage and sell
Primarily children of the Baby Boomers born
These are children who seek a sense of
purpose, work‐life balance, fun, variety,
d h i d “ l” k respect, and the opportunity to do “real” work
that makes a difference.
Arguably everyone wants these things from a
the difference with Generation X is they’ll talk
with their feet when their needs are not fulﬁlled.
They are extremely independent,
they have totally embraced the technological
revolution, and they feel empowered and are
optimistic about the future.
G i i th f t h l h t Growing up in the age of technology has put a
computer in the hands of almost every child.
These are people who have
a command of technology
and they keep up with its advances.
Gen‐Xers have a multitude of choices at their
ﬁngertips, thanks to the technological
advances in the past decade.
The wealth of information available in seconds
from the Internet, hundreds of television stations
to choose from,
and a different shopping center every 10 miles
underscore to Generation Xers that if they
don’t get what they want or need from one
they can easily and immediately go to another.
Generation X will question
( h d d d h d l ) (such as dress codes and schedules),
and know that there are other
options out there
if they are not satisﬁed with the
or at least to be climbing the corporate ladder
by their sixth month on the job.
They believe that they deserve the position
Thi i l iThis is not a lazy generation
actually they are not against hard work by any
They also want to do the work better and
faster than their co‐workers.
Being competitive with themselves and others
is in their nature.
increasingly a challenge for employers.
To a Gen‐Xer, a good job is no longer
deﬁned by monetary gains alone
Position selection is behavior‐driven
Xers will take a given job because they
WANT to work there,
not because they have to.
What they’re looking for is an opportunity
to make a difference
in the world, or the company.
Friday, November 30, 2012
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Millennials (or Generation Y)
were born between 1980 and 2000.
reputation for ambition and efficiency and
enjoy working on teams.
They were raised in a period of economic
by Baby Boomer and Gen X parents
Raised in a less authoritarian style than they
themselves had been raised.
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tried to give their children the very
(i e vacations education new forms (i.e., vacations, education, new forms
encouraged them to seek
employment in occupations that
were meaningful on a personal level.
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recent studies and trends have
shown that in general this new
f f i l group of young professionals
has a very different mindset and
approach than their
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is primed to bring the biggest
shift in managerial styles and
k l lt workplace culture
that has been seen in a long time.
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This generation would rather work
They would prefer to get their work They would prefer to get their work
done at their favorite coffee shop
and get on with their personal lives.
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They want to be judged based on
their performance per project
th th b th h th l rather than by the hours they log
in the office.
In this respect,
Generation Y works to live.
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to advance quickly
and need to feel they have an opportunity for
If they are unhappy in a position
or don’t feel there is room for professional
they’re more likely to seek other employment
Building tenure at an organization is not a
top priority for this group.
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prior generations have more of a
“live to work” attitude.
They are fine with logging a 60 hour They are fine with logging a 60‐hour
and they enjoy face‐to‐face interaction
with their colleagues.
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to stay in one position for a long period
and believe in the concept of and believe in the concept of
▪ “paying your dues.”
They are more comfortable
working their way up the ladder
and biding their time to achieving success.
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While some employers and
might see the attitudes of this younger might see the attitudes of this younger
generation in a negative light,
This group could bring many
positive changes to the way we do
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one of the greatest attributes about this
their comfort level in not only using technology
but embracing new technology.
They know how to use the latest and greatest
and they’re not afraid to flow with the changes.
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Since technology continues to
become deeply embedded into how
we all work we all work
and is a huge part of how we do
Being “technology literate” isn’t
going to cut it anymore.
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bring a wealth of knowledge to the
table that employers can benefit
from immenselyfrom immensely.
and there are benefits for their
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69% cited higher productivity,
75% said the timeliness of their work
improved, p ,
80% experienced a better quality of life
91% said telecommunicating has
improved their overall satisfaction with
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by adapting to the preferred
work method of Millenials,
employers could realize
positive results across the
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you want a high‐technology campaign
that is colorful, upbeat and modern.
Xers are fast to recognize when a
potential employer uses technology in
lieu of important parts of the hiring
They expect to interact with recruiters
who are knowledgeable and skillful.
the possibilities, and the
Hi i th t ti f Hiring the next generation of
workers means utilizing new
author of Getting Them to Give a Damn: How to
Get Your Front Line to Care about Your Bottom Line,
l l d t hi th b t employers no longer need to hire the best
people—rather, they need to employ the right
Using personality proﬁles to hire people with
similar work habits and views
will reduce the tension and turnover in the
1. Good relationships with bosses and co‐workers
3. Opportunity for growth
4. Opportunity utilize their skills
Ch ll i d il k5. Challenging daily work
6. Flexible schedules for social and personal time
7. A casual dress environment.
8. Tuition reimbursement
9. Pension match by employer
11. Comp days
Generation X is not very different from
any other demographic.
They, too, want to be respected and
recognized for their workplace g p
These kids are connected:
Technologically savvy, they are used to
using cellular telephones and the Internet
as primary means of communication.
The work they do should mean
something and have importance to
them personally and to their company.
They are conﬁdent;
products of encouraged self‐esteem and
they believe they can do it all
and trust me, they can!
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will bring new ideas and values into the
They are highly educated, willing to learn,
technologically savvy, and motivated.
U d t di d b i iti t th Understanding and being sensitive to the
needs of these workers will be the key
factor in recruiting and retaining them.
If you want them to care about your
remember to show that you care about
Rate them, don’t rank them,
Vary the package
Give them challenges
Share their interests
Learn their language
Meet them where they are
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USA Today, Wikipedia.com, NAS
HHGFAA’s Associate Members’ Representative, is
director, household goods at Puget Sound
International Inc in Tacoma, Wash.
Friday, November 30, 2012 ‐ 8:00am