Generations + Sustainability: America's largest generations + their impact on the future

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Slides by Graeme Byrd and Scott Stein for a presentation at NEEA (Northwest Energy Efficiency Alliance) about the two largest generations in American and their impact on the future of the workforce …

Slides by Graeme Byrd and Scott Stein for a presentation at NEEA (Northwest Energy Efficiency Alliance) about the two largest generations in American and their impact on the future of the workforce and sustainability. Dec. 2012

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  • 1. Generations + Sustainability America’s largest generations + their impact on the future Graeme F. Byrd Scott H.M. Stein graemefbyrd@me.com scotthmstein@gmail.com @graemefbyrd @scotthmsteinwww.linkedin.com/in/graemefbyrd www.linkedin/in/scotthmstein Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 2. Our Background• Business and non-profit development professionals• 20+ years experience engaging millennials and creating positive impact in our community• Engaging professionals on sustainability, community and business through OEC, OLCV, Net Impact, and B Corporations• Expertise in technology, marketing, education, non-profit, sustainability, environmental, social entrepreneurship, social enterprise, political, culture, and arts• Triple Bottom Line Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 3. WorkforceGenerations The “S” Word Implications S... Boomers vs.Millennials Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 4. Why now? Source: US Department of Economic and Social Affairs Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 5. Who are Millennials?Millennials• Other terms: Generation Y, WE generation, Echo Boomers, Gen Next.• Born between late 1970s to late 1990s.• Characteristics: increased use and familiarity with communications, media, and digital technologies.• Tendency to be more culturally liberal.• Phrase Generation Y first appeared in an August 1993 Ad Age editorial to describe teenagers of the day.• 1.8 billion globally (out of 7 billion world population).• Subset: Generation Hot (born after June 23, 1988)iGeneration, Gen Z, Connected Gen• Born after 2000. Source: US Census Bureau, Wikipedia Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 6. The Generations Boomers Gen X MillennialsBorn: 1946 -1964 Born: 1965 - 1980 Born: 1980 - 2000US Pop: 78 million US Pop: 62 million US Pop: 79 million Anything electronic September 11“I have a dream...” Internet Woodstock Wide use of the Pill Collapse of the Berlin Wall Helicopter Parents Cold War SMS / IM The boob tube Rise of Divorce rate Birth of MADD Portable Technology Star Trek Globalization Source:Steelcase Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 7. The Millennial Segments Hip-ennial Gadget Guru “I can make the world a better place.” “It’s a great day to be me.” Millennial Mom Clean + Green Millennial “I love to work out, travel, and “I take care of myself and pamper my baby.” the world around me.” Anti-Millennial Old-School Millennial“I’m too busy taking care of my business “Connecting on Facebook is too impersonal,and my family to worry about much else.” let’s meet up for coffee instead.” Source: BCG Analysis Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 8. WorkforceGenerations The “S” Word Implications S... Boomers vs.Millennials Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 9. Urbanization + Globalization• The world urban population is expected to increase by 72% by 2050 • We are on track for a population of 9 billion people by 2050 living mostly in cities. • Demand for food will increase by 50% 2010 - 2030 • Demand for water will increase by 40% 2010 - 2030 • Demand for energy will increase by 22.5% 2010 - 2025• New cities: Today, for example, in developed countries 75% of the population live in urban areas and this will rise to 84% by 2030; in less developed regions only 40% live in urban areas today, but this will increase to 56% by 2030.• 71% of millennials expect and want to do an overseas assignment during their career. Source: PWC, United Nations, Department of Economic and Social Affairs, World Urbanization Prospects, The 2011 Revision Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 10. Changing Workforce• Millennials will be 50% of the workforce by 2014; 75% of the workforce by 2025• “Flexible Loyalists”• Multi-tasking• Make a living and do good for the world• On average - 3 years is a long time at a company• 40% of millennials “have started a business or expect to do so”• 56% prefer to work flexibly and choose when to work• 79% prefer to be mobile rather than static workers• 41% prefer to have access to a team space; 32% prefer breakout spaces rather than meeting rooms Source: Pew Research, Brookings, Affluence Collaborative Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 11. Millennials + Energy Utility Industry Source: US Department of Labor Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 12. Brain Drain from UtilitiesHiring young talent offers the most potential for addressing this issue.Major barriers are:•Millennials view the industry as old, antiquated and hierarchical.•They seek vibrant cultures, challenging opportunities withtremendous upward-mobility potential, diverse environments, andcutting-edge ideas and technology usage.Young workers today have little desire to work for energy utilities. Source: Roosevelt Institute Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 13. WorkforceGenerations The “S” Word Implications S... Boomers vs.Millennials Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 14. The “S” word SustainabilityEnvironmentalism Climate Change Global Warming Social Impact Resiliency Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 15. Do millennials care? STUDY:FEWER MILLENNIALS WANT TO SAVE THE PLANET Source: UTSanDIego.com Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 16. They do, but...• Millennials view environmental protection as a value to be incorporated into all policy making.• Are concerned with economic growth, job creation, enhancing public health, etc.• View environmental issues holistically rather than piecemeal approach.• Millennials are committed to a multi-dimensional approach to saving the environment. Source: Pew Research, Brookings Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 17. The numbers• Climate Change is the 2nd biggest challenge of the future (behind terrorism).• 61% of 13-25ers feel personally responsible for making a difference in the world.• 90% of US millennials will actively seek out employers whose corporate responsibility behavior reflects their own.• 96% want an environmentally aware workplace. Source: Pew Research, Brookings Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 18. Do the boomers and millennials look at sustainability differently? Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 19. and production of fossil fuels. Energy, Environmental Laws + Generations Total Mill- Gen X Boomer Silent ennialand Climate Change The pattern is similar in how the generations PEW RESEARCH CENTER Feb. 22-Mar. 1, 2011. evaluate the impact of environmental laws andes over the regulations. Just over half (53%) of Americans What Should Be America’s Energy Stricter Environmental Laws andal priorities, Policy Priority? these laws are worth the cost, including say Regulations… s the Silent most Millennials, Gen Xers and Boomers. Aetting Developing alternative sources of energy 39% minority of Americans say stricter Are worth the cost such as wind, solar and hydrogen technology, 71% of environmental laws and regulations cost too Cost too many jobs and hurt the economy Expanding exploration and production of oil,n developing coal and natural gas jobs and hurt the economy. This figure manythan 71 57 57 rises to6949% among the Silents. 53 54 s 63 49 60 mber of Gen 39 40 40 47 37 35 of Boomers 40 pinion is 29 30 25 24 energy say the g exploration Total Mill- Gen X Boomer Silent Total Mill- Gen X Boomer Silent ennial ennialgenerations PEW RESEARCH CENTER Feb. 22-Mar. 1, 2011. PEW RESEARCH CENTER Feb. 22-Mar. 1, 2011.ntal laws and Source: Pew Researchof Americans Stricter Environmental Laws and including Regulations… Dec. 12, 2012 - Northwest Energy Efficiency Allianceoomers. A
  • 20. America’s Energy Supply PoliciesThese generational Policies to Address America’s Energy Supplydifferences extend to specific Mill-policy proposals as well. A Mill- Gen Boom- SilentMarch Pew Research Center Total ennial X er Silent diff Policies to address America’s energy supply % % % % %survey found overwhelming More federal funding for wind,majorities of Millennials solar, hydrogen technology(82%), Xers (80%) and Favor 74 82 80 74 54 +28 Oppose 21 15 16 23 34 -19Boomers (74%) favoring Spending more on subway,increased federal funding for rail and bus systemswind, solar and hydrogen Favor 61 65 62 62 47 +18 Oppose 34 32 32 34 41 -9technologies. Barely half of Tax incentives for buyingSilents (54%) agreed. And hybrid/electric vehicleswhile the three younger Favor 58 69 67 56 38 +31 Oppose 35 26 29 37 52 -26generations clearly favor tax Allowing more offshore oilincentives for people who and gas drilling in U.S. watersbuy hybrid or electric Favor 57 46 51 66 67 -21 Oppose 37 52 41 29 23 +29vehicles, Silents tend to be Promoting the increased useopposed. of nuclear power* Favor 39 38 34 42 48 -10 Oppose 52 58 58 50 38 +20While Americans, on PEW RESEARCH CENTER Mar. 17-20, 2011.balance, prioritize * Note: survey conducted roughly a week after a major tsunami caused catastrophic damage to a Japanese nuclear power plant. Source: Pew Researchinvestment in alternativeenergy sources over Dec. 12, 2012 - Northwest Energy Efficiency Allianceexpanding fossil fuel production, most support both ideas. By a 57% to 37% margin, most
  • 21. Environmentalists vs. Gen: Earth Boomers Millennials The environmental The generation is far moremovement of the 1970s worried about solving global was primarily aiming to problems like climatebring clean air and clean change by using localwater concerns into the environmental solutions. national policymaking Also the word calculus. ‘Environmentalist’ has gone out of vogue. Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 22. Motivating Gen: Earth? How do we do it? What do you think?We create our own sustainable future. Dec. 12, 2012 - Northwest Energy Efficiency Alliance
  • 23. It’s a wrap “Millennials are more connected, cognizant, andcommitted to tackling society’s ongoing challenges of a global scope than any generation before them...” Andrew Ho, Manager of Global Philanthropy for the Council on Foundations Graeme F. Byrd Scott H.M. Stein graemefbyrd@me.com scotthmstein@gmail.com @graemefbyrd @scotthmstein www.linkedin.com/in/graemefbyrd www.linkedin/in/scotthmstein Dec. 12, 2012 - Northwest Energy Efficiency Alliance