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Four Generations
The Dynamics of Diversity
IMA
March 21, 2007
Maggie Carrington, SPHR
“Those who build great organizations
understand that the ultimate throttle on
growth for any great organization is not
markets, or technology, or competition,
or products. It is one thing above all
others: the ability to get and keep
enough of the right people.”
Jim Collins, Good to Great
Four Generations
Today:
• Dynamics of Diversity
• Changing Workforce
• Focus on the Four Generations
Functional Level/
Classification
Geographic
Location Work
Management Content/
Status Income Field
Marital/ Age
Family
Status Race Gender Work
Age Style
Personality
Gender Division/
Union Department
Sexual Personal & Unit/
AffiliationAppearance
Ethnicity Orientation
Recreational Group
Habits
Work Physical
Experience Ability
Religion
Educational
Source: Adapted from Background
“Diverse Teams at Work Seniority
Work” by Lee Location
Gardenswartz and
Anita Rowe
Four Generations
The changing workforce:
• 2001
– First year that workers over 40
outnumbered workers under 40
• Workers over 55
2001 2015
13% 20%
Source: BLS/AARP
Four Generations
Changing workforce demographics:
– Unemployment at low levels
– Workers ages 25 – 44: in decline
and in demand
– Number of workers leaving for every
entering
By 2010: 3 to 1
By 2012: 4 to 1
By 2016: 6 to 1
Four Generations
New Entrants Current By 2010
African Americans 11% 16.5%
Hispanics 9% 16.2%
Asian Americans 4% 8.8%
Current By 2020
Women 48% 60%
Four Generations
TOTAL: 148 million
Millennials/Gen Y (1978-1989) 31.5 million 21.0%
Gen X (1965-77) 43.5 million 29.5%
Baby Boomers (1946-64) 61.5 million 42.0%
Traditionalists (before 1946) 11.5 million 7.5%
Each has cultural and memory markers unique to them.
Source: Rainmakerthinking
Four Generations
Generational differences reflected by
relationships with:
Authority, Organization, Colleagues
And are recognizable by styles of:
Work, Management, Learning
Be mindful to not stereotype by age
as you would not do so based on any other factor!!
Four Generations –
Traditionalists
• Duty, honor, country
• Dedication, sacrifice
• Conformity, blending, unity – “we first”
• Patience
• Hard, hard times and then prosperity
• National pride
• Doing a good job was most important
• Age = Seniority
Four Generations –
Baby Boomers
• Work ethic = work ethic2
• “Workaholic”; competitive
• Success is largely visible – trophies, plaques,
lifestyle elements
• Optimistic
• Consumers
• Defined by their job
• Personal development
• We are the world; we are the children
Four Generations –
Gen X
• Came of age when our national institutions
came under fire – government, industry….
• “This company never promised you anything.”
Layoffs – end of lifelong employment.
• No common heroes
• Suspicious of Boomer values
• Raised as their parent’s “friends”
• Had to learn to fend for themselves
• Very self-reliant
• Cynical and pessimistic
Four Generations –
Millennials
• Optimistic
• Individualistic yet group oriented
• Difficulty focusing on “non-stimulating stuff”
• Busy
• Like “X,” raised as their parent’s friends
• Acknowledge and admire select authorities
• Think the Traditionalists are cool! Parents,
too.
• Ambitious yet appear aimless
Four Generations –
Authority
Traditionalist Boomers Gen Xers Millennials
Respect for Challenge Unimpressed Respect for
authority and authority by authority authority who
hierarchical demonstrate
system competence
Seniority and Desire flat Competence Flip
job titles are organizations and skills are traditional
respected that are respected roles by
democratic over seniority teaching
superiors
how to use
technology
Four Generations –
Work Styles
Traditionalist Boomers Gen Xers Millennials
Linear work Structured Informal work Fluid work
style work style style style
Change = Change = Change = Change =
something’s caution potential improvement
wrong opportunity
Four Generations –
Work/Life Balance
Traditionalists Very interested in flexible hours
Baby Boomer “Was/Is this workaholic lifestyle
worth it?” Are the rewards worth the
cost?
Gen X Balance is very important. Willing to
sacrifice it occasionally.
Millennials Lifestyle vs. promotion.
Four Generations –
A Good Team
Traditionalists Produces quality. Not in it for
individual recognition. Work is done
in proximity to one another.
Baby Boomer Everyone works until all the work is
finished. Long and hard hours.
Committed to each other.
Gen X Teams are not defined by proximity.
Each person has a unique role.
Millennials What will I get out of this team?
Four Generations –
Succession Planning
Traditionalists My dedication and service have
been rewarded.
Baby Boomer It’s about time! I’ve paid my dues.
Gen X What do you mean I can’t be
promoted yet? I have delivered the
results for which you asked.
Millennials What’s my next career move? I’ve
been here for 12 months and
haven’t been promoted yet.
Four Generations
• The Emerging Worker:
– Began with Gen X (1965 – 77) Ages 41 to 29
– Bled up into Baby Boomers, down to Millennials
– Mistrusts employers – no loyalty
– “Job security” = “marketability”
– Willing to wait for a good fit versus taking any job
to get income
Four Generations
• The Millennials – Gen Y
Global “Hip-Hop” Culture—Born in the USA!
– 71 Million children of Baby Boomers
– Born from 1978 to 1997 (ages 9 to 28)
– Roughly 30% of population
– Spending power exceeds $200 Billion
– Influences another $300 to $400 Billion
– Most ethnically diverse generation ever
– Turned off by hard sell
Source: American Demographics, U.S. Census Bureau, USA Today
Four Generations
The Workforce of the Future …the Digital Generation!
– First generation to grow up online
– 99% use the Internet
– Average 10.3 hours weekly online
– 49% have made an online purchase in a year
– Job hunting sites most popular (Monster.com)
– Pod casts and blogs
– Social networking sites
- MySpace, Facebook, Black Planet and MiGente
Source: YouthStream Media Networks Survey, Media Magazine
Four Generations
Multigenerational Communications
– Be inclusive
– Capture your culture
– Create culturally competent
communications
– Respect and understand values and
behaviors
– Partner with marketing function
Four Generations –
Key Messages – Hiring/Retention
Traditionalist Boomers Gen Xers Gen Ys
How they How their What’s in it for How they will
contribute to profile is raised them? be able to use
continuing by association Transferable their creativity
legacy and and how they skills plus and be able to
how they can can impact results they provide input,
mentor strategy and acquire; speak their
subsequent direction of to freedom participation
generations organization from paying has meaning in
dues, focus on greater context
process and
politics
Four Generations
Maslow’s Hierarchy of Needs
Millennials
Gen X
Baby Boomers
Traditionalists
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