SpaceTEC  Presentation 06 May 2008
Meet  Garret, Kristen, Aaron  and  Nick
Last fall we created a presentation  that sparked a conversation  about strategic communications at  …
010010100100 ... it went  viral , got people talking…
... and fostered a healthy  discussion  about the aerospace workforce!
Today , we’re going to share with you some  original content  from the  “ Generation Y Perspectives ”  presentation, as we...
When we talk to our friends about our careers in the  aerospace industry
they think that we are  rocket scientists  and  astronauts
because we work here,
but truthfully, we tend to work just as much here.
Last week, we interacted with people from here … …  friends, family, classmates, colleagues, even strangers.
They  all  wanted to know  more  about what we do at NASA. TM
So we got to thinking… Why aren’t  they  connected to NASA?
Why isn’t an  entire generation  connecting to NASA?
We are part of  Generation Y . This presentation is our  perspective .
(But keep in mind that our generation will be asked to pay the majority of the tax bill for the vision for space explorati...
NASA has a  brand  and a  message .
We don’t want to talk about that.
We want to talk about why our generation isn’t  connecting  to it.
Because we  are not  connecting to it…
… young  people, both  inside  and  outside  of NASA.
And we think we  SHOULD  connect to it.
Because what NASA does is  important . … to everyone.
We are here  because
of the pioneers  before us accomplished  awe-inspiring achievements  and  initiatives.
development. operations. science. human  spaceflight. research. their legacy is…
but a lot has  changed in the world  since the inception of NASA
Society is more connected and collaborative than ever before.
The world is  connected  today in ways that are  shattering  traditional communications concepts.
 
As we move  forward   in  human space exploration,
we believe it will take the  collaboration   of all  collaboration  Experiences Perspectives Generations
to lead humanity on new explorations into the solar system.
And NASA is in a position to  lead the world  in exploring those new frontiers.
Engaging people in this exploration is not just an opportunity.  It is a  responsibility .
01  Defining a Generation
Roughly speaking, Generation Y is defined as - 2000 1977 8 31 <  Birth Date  > < Current Age >
There are over  70 million people  in the U.S. belonging to Generation Y
And just like the Baby Boomers,  Gen Y  is a large group of people that is  IMPACTING  society
Births (in thousands) Birth Year Baby Boomers Gen Y Gen X
Is NASA ready? 47% and is projected to be  47%  of the workforce by  2014 .  25% Generation Y is currently  25%  of the wo...
After giving the original presentation, we noticed that this discussion is bigger than just one generation.  It’s a  “ Nex...
0 0 2 5 0 0 3 0 0 0 3 5 0 0 4 0 0 0 4 5 0 0 1 9 0 0 1 9 1 0 1 9 2 0 1 9 3 0 1 9 4 0 1 9 5 0 1 9 6 0 1 9 7 0 1 9 8 0 1 9 9 ...
The younger workforce is at an  all time low . compared to  16%  at  NASA . 47%  of the  US workforce is  under age 40. co...
45-54 55-64 # of employees For example, here’s the profile at  NASA Johnson Space Center  for the workforce ages 45-64…
30-34 25-29 <24 # of employees …  compare that with the profile of the younger workforce ages <34. Gen Y starts entering w...
And NASA is Notably Different… <ul><li>The data is hard to break down by specific “hi-tech” industries, but available data...
No NASA Center Breaks the Trend <ul><li>All centers have nearly identical age profiles </li></ul>
NASA is Hiring Older Employees <ul><li>Despite best efforts, is next-generation hiring actually a priority? </li></ul>
Too Long for Management Experience? <ul><li>Today’s workforce needs 10 years more time in NASA to get management experienc...
Are we engaging the  NextGen?
We recognize that there is always the tyranny of   the  urgent .   NASA faces major challenges with the STS retirement, st...
But we need to focus on strategic workforce issues. The agency is facing a human spaceflight gap and we are heading  into ...
02  Perspectives
As a whole, people of Generation Y are  not  interested in space exploration.   This is a  FACT .
A  majority  of Gen Y between 18 and 24 Are  not aware  or  not engaged  in NASA’s mission
40% Forty percent  oppose NASA’s mission
39% Thirty Nine percent  believe that nothing worthwhile has come out of NASA.
If our generation is asked to pay the majority of the tax bill for the vision for space exploration,  we need to be  engag...
Characteristics  that define our generation …
Wired Mobile Global   Multi-tasking Expecting   Instant Information Empowered Likes Mentors Quickly Bored Interdependent I...
And there are a lot of things that made us the way we are.
We were the first generation to grow up with  cable  in our homes … Studies say this leads to  shorter attention spans   …...
We are used to  DIVERSITY … after all, we grew up in diverse environments.
We grew up with  TALK SHOWS And   REALITY TV .
For our generation, TV is not passive entertainment it is an   interactive experience ! And our  lives  and  outlooks  hav...
“ Anyone  can be a star …” “ Everyone  deserves to have their say.” “ Getting  heard  and  having a say  are not only  eas...
Wait!   You just described my generation.
Maybe there are some similarities . But there are very important differences.
Such as different formative experiences.
Civil Rights The Feminist Movement Gay Rights Handicapped Rights The Right to Privacy And, Vietnam The Cold War The “Big T...
Generation Y  has been   shaped   by: Columbine The 2000 Election Crisis 9-11 Cable Reality TV The Iraq War Terrorism Inte...
And those life experiences made us: Lack trust in corporations and government Focus on personal success Have a short-term ...
03  Rules of Engagement
Our generation communicates in an entirely  new  way.
The traditional concept of  top-down,   one-way  communications strategy is  dead .
(It is NOT dying. It is  dead .)
Our generation is not interested in the space industry because: We  don’t  see the point. We  don’t  understand the facts....
So how do you reach an  entire generation   with a brand and message?
First,  better understand  the audience
Then focus on getting us  interested  again
Instead of  telling  us what you want us to hear …
Facilitate  a  discussion  and allow us to  participate   in your organizations mission
Spark  conversations
But  please  be   timely
Share your  compelling story’s
Touch  our lives in ways  familiar  to us.
Example: utilize “ social media ”
Finally, reclaim your image as a  leader of innovation .
04  The Challenge
By no means is this “ the answer ”
… after all, who are we anyway?
Just some  NextGen’rs  who got hooked by the space bug and  want to help.
What does your  local NextGen’r  think about the future?
There isn’t one ultimate communications strategy to solve workforce issues once and for all.   … it’d be a lot easier if t...
So the challenge is to take this and create new ideas.  Creative   Collaborative  Open  Purposeful Because the industry we...
And we –  our generation  – want  to be a part of the solution.
And it is   OUR  future .  Because space exploration  is the future .
Everyone’s   future .
 
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Nasa Space Tec 05 May2008 V2

  1. 1. SpaceTEC Presentation 06 May 2008
  2. 2. Meet Garret, Kristen, Aaron and Nick
  3. 3. Last fall we created a presentation that sparked a conversation about strategic communications at …
  4. 4. 010010100100 ... it went viral , got people talking…
  5. 5. ... and fostered a healthy discussion about the aerospace workforce!
  6. 6. Today , we’re going to share with you some original content from the “ Generation Y Perspectives ” presentation, as well as some data and thoughts about the aerospace workforce.
  7. 7. When we talk to our friends about our careers in the aerospace industry
  8. 8. they think that we are rocket scientists and astronauts
  9. 9. because we work here,
  10. 10. but truthfully, we tend to work just as much here.
  11. 11. Last week, we interacted with people from here … … friends, family, classmates, colleagues, even strangers.
  12. 12. They all wanted to know more about what we do at NASA. TM
  13. 13. So we got to thinking… Why aren’t they connected to NASA?
  14. 14. Why isn’t an entire generation connecting to NASA?
  15. 15. We are part of Generation Y . This presentation is our perspective .
  16. 16. (But keep in mind that our generation will be asked to pay the majority of the tax bill for the vision for space exploration) That’s $124B through the first lunar landing (FY06–FY18).
  17. 17. NASA has a brand and a message .
  18. 18. We don’t want to talk about that.
  19. 19. We want to talk about why our generation isn’t connecting to it.
  20. 20. Because we are not connecting to it…
  21. 21. … young people, both inside and outside of NASA.
  22. 22. And we think we SHOULD connect to it.
  23. 23. Because what NASA does is important . … to everyone.
  24. 24. We are here because
  25. 25. of the pioneers before us accomplished awe-inspiring achievements and initiatives.
  26. 26. development. operations. science. human spaceflight. research. their legacy is…
  27. 27. but a lot has changed in the world since the inception of NASA
  28. 28. Society is more connected and collaborative than ever before.
  29. 29. The world is connected today in ways that are shattering traditional communications concepts.
  30. 31. As we move forward in human space exploration,
  31. 32. we believe it will take the collaboration of all collaboration Experiences Perspectives Generations
  32. 33. to lead humanity on new explorations into the solar system.
  33. 34. And NASA is in a position to lead the world in exploring those new frontiers.
  34. 35. Engaging people in this exploration is not just an opportunity. It is a responsibility .
  35. 36. 01 Defining a Generation
  36. 37. Roughly speaking, Generation Y is defined as - 2000 1977 8 31 < Birth Date > < Current Age >
  37. 38. There are over 70 million people in the U.S. belonging to Generation Y
  38. 39. And just like the Baby Boomers, Gen Y is a large group of people that is IMPACTING society
  39. 40. Births (in thousands) Birth Year Baby Boomers Gen Y Gen X
  40. 41. Is NASA ready? 47% and is projected to be 47% of the workforce by 2014 . 25% Generation Y is currently 25% of the workforce
  41. 42. After giving the original presentation, we noticed that this discussion is bigger than just one generation. It’s a “ NextGen ” workforce issue.
  42. 43. 0 0 2 5 0 0 3 0 0 0 3 5 0 0 4 0 0 0 4 5 0 0 1 9 0 0 1 9 1 0 1 9 2 0 1 9 3 0 1 9 4 0 1 9 5 0 1 9 6 0 1 9 7 0 1 9 8 0 1 9 9 0 2 0 0 0 2 0 1 0 Births (in thousands) Birth Year Baby Boomers Next Gen 2 0
  43. 44. The younger workforce is at an all time low . compared to 16% at NASA . 47% of the US workforce is under age 40. compared to 4% at NASA . 25% of the US workforce is under age 30. A hiring “freeze” resulted in an 8 year gap in the 1970’s (~1971-1979) . We’re currently 15 years into what may be a 22 year gap (1993-2015) .
  44. 45. 45-54 55-64 # of employees For example, here’s the profile at NASA Johnson Space Center for the workforce ages 45-64…
  45. 46. 30-34 25-29 <24 # of employees … compare that with the profile of the younger workforce ages <34. Gen Y starts entering work force
  46. 47. And NASA is Notably Different… <ul><li>The data is hard to break down by specific “hi-tech” industries, but available data does show that NASA is old by comparison </li></ul>
  47. 48. No NASA Center Breaks the Trend <ul><li>All centers have nearly identical age profiles </li></ul>
  48. 49. NASA is Hiring Older Employees <ul><li>Despite best efforts, is next-generation hiring actually a priority? </li></ul>
  49. 50. Too Long for Management Experience? <ul><li>Today’s workforce needs 10 years more time in NASA to get management experience (compared to the workforce just 15 years ago) </li></ul>
  50. 51. Are we engaging the NextGen?
  51. 52. We recognize that there is always the tyranny of the urgent . NASA faces major challenges with the STS retirement, startup of the Constellation Program, and follow through with the Exploration Mission.
  52. 53. But we need to focus on strategic workforce issues. The agency is facing a human spaceflight gap and we are heading into that gap with a young workforce that has it’s own experience gap. Combined, these respected gaps constitute a unique coupling of problems; the 1970’s experience gap could pale in comparison to the impact of today’s gap.
  53. 54. 02 Perspectives
  54. 55. As a whole, people of Generation Y are not interested in space exploration. This is a FACT .
  55. 56. A majority of Gen Y between 18 and 24 Are not aware or not engaged in NASA’s mission
  56. 57. 40% Forty percent oppose NASA’s mission
  57. 58. 39% Thirty Nine percent believe that nothing worthwhile has come out of NASA.
  58. 59. If our generation is asked to pay the majority of the tax bill for the vision for space exploration, we need to be engaged in NASA’s mission.
  59. 60. Characteristics that define our generation …
  60. 61. Wired Mobile Global Multi-tasking Expecting Instant Information Empowered Likes Mentors Quickly Bored Interdependent Impatient if delayed… … but highly adaptable Attracted to large social movements
  61. 62. And there are a lot of things that made us the way we are.
  62. 63. We were the first generation to grow up with cable in our homes … Studies say this leads to shorter attention spans … And chronic boredom .
  63. 64. We are used to DIVERSITY … after all, we grew up in diverse environments.
  64. 65. We grew up with TALK SHOWS And REALITY TV .
  65. 66. For our generation, TV is not passive entertainment it is an interactive experience ! And our lives and outlooks have been shaped by this.
  66. 67. “ Anyone can be a star …” “ Everyone deserves to have their say.” “ Getting heard and having a say are not only easy , they seem natural .”
  67. 68. Wait! You just described my generation.
  68. 69. Maybe there are some similarities . But there are very important differences.
  69. 70. Such as different formative experiences.
  70. 71. Civil Rights The Feminist Movement Gay Rights Handicapped Rights The Right to Privacy And, Vietnam The Cold War The “Big Three” TV networks The Kennedy and King Assassinations Baby Boomers were shaped by: Rock Music
  71. 72. Generation Y has been shaped by: Columbine The 2000 Election Crisis 9-11 Cable Reality TV The Iraq War Terrorism Internet Columbia Accident Cell Phones Gaming Starbucks
  72. 73. And those life experiences made us: Lack trust in corporations and government Focus on personal success Have a short-term career perspective Gets easily bored Extremely independent See no clear boundary between work and life Empowered and optimistic Sacrifice economic rewards for work-life balance Expect to work anytime, anyplace Connect with people in new and distinctive ways Comfortable with globalization Racially and culturally diverse
  73. 74. 03 Rules of Engagement
  74. 75. Our generation communicates in an entirely new way.
  75. 76. The traditional concept of top-down, one-way communications strategy is dead .
  76. 77. (It is NOT dying. It is dead .)
  77. 78. Our generation is not interested in the space industry because: We don’t see the point. We don’t understand the facts. We can’t participate.
  78. 79. So how do you reach an entire generation with a brand and message?
  79. 80. First, better understand the audience
  80. 81. Then focus on getting us interested again
  81. 82. Instead of telling us what you want us to hear …
  82. 83. Facilitate a discussion and allow us to participate in your organizations mission
  83. 84. Spark conversations
  84. 85. But please be timely
  85. 86. Share your compelling story’s
  86. 87. Touch our lives in ways familiar to us.
  87. 88. Example: utilize “ social media ”
  88. 89. Finally, reclaim your image as a leader of innovation .
  89. 90. 04 The Challenge
  90. 91. By no means is this “ the answer ”
  91. 92. … after all, who are we anyway?
  92. 93. Just some NextGen’rs who got hooked by the space bug and want to help.
  93. 94. What does your local NextGen’r think about the future?
  94. 95. There isn’t one ultimate communications strategy to solve workforce issues once and for all. … it’d be a lot easier if there was.
  95. 96. So the challenge is to take this and create new ideas. Creative Collaborative Open Purposeful Because the industry we want to work for and connect to is like us: Participatory Bold Exciting Innovative Timely Connected
  96. 97. And we – our generation – want to be a part of the solution.
  97. 98. And it is OUR future . Because space exploration is the future .
  98. 99. Everyone’s future .

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