NAGAP Summer Institute Plenary 07-13-2012
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Transcript of NAGAP Summer Institute Plenary 07-13-2012
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When Generations Collide
Text
and what Starbucks, American Girl, Apple and Disney can teach us about recruiting graduate students
Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity”
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15 American Generations 4 Cycles = 4 Stage/2 Stroke
Generation XMillennials
It’s All About the ExperienceQuestions and Comments
Manage the Expectations
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3StudentsParents
Colleagues
Manage the Expectations
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Disclaimers
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Disclaimers
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“In America, each generation is a new people.”Alec de Tocqueville, 1830
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LifeCourse Associates www.lifecourse.com
4Number of books by Howe and Strauss
Generations, 13th Generation, The Fourth Turning and Millennials Rising
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LifeCourse Associates www.lifecourse.com
4Number of Generations Colliding
in the WorkplaceSilent, Boomers, Xers and Millennials
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Howe and Strauss
23.4Average Number of Years of
American Generations
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Howe and Strauss
15American Generations (19 New World)
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Howe and Strauss
4Number of Generational Cycles and Number of Generations Per Cycle
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Name + Birth YearsAwakening + 1701-1723
Liberty + 1724-1741Republican + 1742-1766
Compromise + 1767-1791
Revolutionary Cycle
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Name + Birth YearsTranscendental + 1792-1821
Gilded + 1822-1842Progressive + 1843-1859
Civil War Cycle
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Name + Birth YearsMissionary + 1860-1882
Lost + 1883-1900G.I. + 1901-1924
Silent + 1925-1942
Great Power Cycle
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Name + Birth YearsBoomer + 1943-1960
X + 1961-1981Millennials + 1982-2000/01
15th (Homeland or iGeneration) + 2000/01-20??
Millennial Cycle
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76Million Millennials
(vs. 72 million Boomers and 42 million Xers)
Howe and Strauss “Millennials Rising”
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Howe and Strauss
4/24 Stage/2 Stroke Per Cycle
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Name + Birth Years = Description Awakening + 1701-1723 = Idealist
Liberty + 1724-1741 = ReactiveRepublican + 1742-1766 = Civic
Compromise + 1767-1791 = Adaptive
Revolutionary Cycle
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Name + Birth Years = DescriptionTranscendental + 1792-1821 = Idealist
Gilded + 1822-1842 = ReactiveProgressive + 1843-1859 = Adaptive
Civil War Cycle
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Name + Birth Years = DescriptionMissionary + 1860-1882 = Idealist
Lost + 1883-1900 = ReactiveG.I. + 1901-1924 = Civic
Silent + 1925-1942 = Adaptive
Great Power Cycle
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Name + Birth Years = DescriptionBoomer + 1943-1960 = Idealist
X + 1961-1981 = ReactiveMillennials + 1982-2000/01 = Civic
15th (Homeland or iGeneration) + 2000/01-20?? = Adaptive
Millennial Cycle
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Idealist birth CivicReactive birth Adaptive
Civic birth IdealistAdaptive birth Reactive
Repeat
4 Stage / 2 StrokeIdealist Reactive
CivicAdaptive
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Rebels against the elder-built world and against the generation before it.
(Think X>Boomer and Millennial>X)
Redirects society towards its own inclinations.
Each Generation
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1. Solves the problems facing the prior youth generation (Millennial>X)
2. Corrects for the behavioral excess it perceives in current midlife generation (Millennial>Boomer)
3. Fills the social role being vacated by the departing elder generation (Millennials>G.I.)
Each Generation
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Is shaped by their surroundings and by the generations with which they interact.
While being born becomes history, and as they age they make history.
Each Generation
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Social Moment - a brief period of time when people perceive historical events to radically alter their social environments.
1. Secular Crisis - when society focuses on reordering the outer world of institutions and social behavior.
2. Spiritual Awakening - when society focuses on changingthe inner world of values and personal behavior.
Types of History
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1. Idealist - encounters a spiritual awakening in rising adulthood and a secular crisis entering elderhood.
2. Reactive - encounters a spiritual awakening entering youth,and a secular crisis entering midlife.
3. Civic - encounters a secular crisis entering rising adulthood, and a spiritual awakening entering elderhood.4. Adaptive - encounters a secular crisis entering youth,
and a spiritual awakening entering midlife.
Repeating in America
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X“A generation that can sneakily trump boomer
narcissism and millennial entitlement.”
Jeff Gordiner, “X Saves the World: How Generation X Got the Shaft but Can Still Keep Everything from Sucking”
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Born and raised as independent latch-key kids.Sexual Revolution, Watergate, Vietnam,
Gay Rights, High Divorce Rate, Recession and Woman’s Movement peppered their youth.
Demonized by Hollywood: Rosemary’s Baby, The Exorcist, Taxi Driver, Pretty Baby and The Omen.
About Generation X
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Playing to win by half expecting to lose.
Accepting wide gaps between personal outcomes and sex roles.
Proud of their ability to cut through the hype.
About Generation X
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Becoming cautious in family life and gradually mellowing in personality.
Dedicated to starting and maintaining stable families, something their Silent generation
parents did not.
About Generation X
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MommyMany Generation X women are chosing not to
return to work after they have children.
ABC News Special Report “The Mommy Wars”
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MillennialLargest, most wanted, most watched over and most diverse generation in American history.
Howe and Strauss “Millennials Rising”
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The Three “Kaitlins”
Kaitlin Caitlin Kate Lynn
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3.6Average birthrate of Millennials
(in millions)
Howe and Strauss “Millennials Rising”
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$50kParents willing to pay for an ovum from an
attractive, high IQ, female at a top university
Howe and Strauss “Millennials Rising”
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50%Increase in amount of stuff in weight in
average American homes vs. 20 years ago
US News and World Report, 2008
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87%College freshmen who have never shared
a room with a sibling
Chronicle of Higher Education, November 2010
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35% are non-white (and Latino).
1 in 5 have an immigrant parent, 1 in 10 have a non-citizen parent.
Largest separation in wealth in American history.
About Millennials
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Celebrated, cherished and protected.
Celebrated by Hollywood: Three Men and Baby,Baby Boom, Mr. Mom and Disney princesses.
Bike helmets, car seats, nanny cams and more.
About Millennials
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Raised by attached parents.“Helicopter Parents” or “Blackhawks”
transitioning to “Stealth.”Parents are “Best Friends” and co-purchasing.
Conservative. Or Conventional?
About Millennials
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Co-Purchasing
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Team Oriented.Task Oriented.
Civic Oriented. (not in march on D.C. way)
Want to achieve high standards set for them.Feel that they have already “paid their dues.”
About Millennials
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Eliminate Ambiguity.Think of Time as 24/7 Resource.
Combine Work with Play.Make it Worthwhile.Handle with Care.
Play to Their Strengths.Group Think.
Reaching Millennials
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X vs. Millennial
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X vs. Millennial
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X vs. Millennial
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X vs. Millennial
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You are no longer in control of message or media.They are in control.
They want authenticity and simplicity.Stories render authenticity.
X and Millennial
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To connect with these generations you cannot talk at, you must talk with.
You must give them the tools to createtheir own stories, memories and experiences.
X and Millennial
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5000Marketing messages your prospective
students are assaulted by each day
Adweek November 2008
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It’s All About the Experience!
Pine & Gilmore
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The Experience Economy is about:
1. Repelling commodization 2. Charging a premium price3. Persuading consumers to pay when they never did before4. Selling “Memories”
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The Experience Economy 101
Agrarian
Industrial
Service/Information
Experiences
Theo
ry of
Econ
omic
Prog
ressio
n
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10Ten Tenets of The Experience
Economy
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1. Integrate the four E’sHigher Education is the experience economy: 4 E’s
Entertainment Education
Esthetic Escape
Strategic Horizons, LLP
Absorption
Immersion
Active ParticipationPassive Participation
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2. Aesthetics, Esthetics & Cues
Fast Company, October 2010 Photograph Courtesy of McDonald's NDG Australia
"If you have a restaurant that is appealing, contemporary, and relevant both from the street and interior, the food tastes better."
Don Thompson, COO
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“The study by the Association of Higher Education Facilities Officers sought to determine “the relative importance of an institution’s physical assets on a student’s choice of school,” so they surveyed about 16,000 students from 46 colleges.
More than half the respondents indicated that the “attractiveness of the campus” was essential or very important in their decision where to attend school. Students said that poorly maintained open spaces played a key role. And 50 percent either strongly agreed or agreed with the statement, “When I first saw the campus, I knew this was the right college for me.”
2. Aesthetics, Esthetics & Cues
The Impact of Facilities on Recruitment and Retention of Students by David Cain, Ph.D. & Gary L. Reynolds, P.E.
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2. Aesthetics, Esthetics & Cues
Elon University
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3. Authenticity
“Stop saying what your offerings are through advertising and start creating places--permanent or temporary, physical or virtual,
fee-based or free--where people can experience what those offerings, as well as your enterprise, actually are.”
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3. Authenticity or “Keep it real”
SACAC Survey of 200+ National Merit Scholars
“I believe that imperfections show character. That's what I was looking for
in a college. A school that seemingly has no flaws during a one hour
information session (and tour) not only stands out negatively,
but it comes off as bland and ordinary.”
Read the complete survey results Password: sacac
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4. Customization
“What’s your drink?
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4. Customization
Hendrix College
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4. Customization
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5. Sensory Engagement
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5. Sensory Engagement
Miami University (OH)
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6. Emotional Engagement
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6. Emotional Engagement
Lehigh University
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7. Storytelling
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7. Storytelling
St. Edward’s University
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8. Signature Moment(s)
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8. Signature Moment(s)
Westmont College
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9. Theme
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9. Theme
Alfred University
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10. Memorabilia
The Ohio State University
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10. Memorabilia
West Virginia University
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Did You Know? Videohttp://www.youtube.com/watch?v=PHmwZ96_Gos&feature=related
Web 3.0 Videohttp://www.youtube.com/watch?v=YmwwrGV_aiE
Pew Internet Researchhttp://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx
Media and Resources
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Mommy Tell My Professor He’s Not Nicehttp://www.sptimes.com/2006/06/19/State/Mommy__tell_my_profes.shtml
A Generation Serves Notice; It's a Moving Targethttp://query.nytimes.com/gst/fullpage.html?
res=9D0CE7D9123FF931A15752C0A9609C8B63
facebook grows uphttp://www.newsweek.com/id/32261/page/2
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YouthQuake (Millennial Values in Work)http://www.businessweek.com/magazine/content/08_03/b4067000290367.htm?
chan=magazine+channel_top+stories
Scenes From A Culture Clashhttp://www.fastcompany.com/magazine/102/culture-clash.html
Get The Best Out Of Millennialshttp://www.adage.com/talentworks/article?article_id=124891
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The Millennials are Cominghttp://www.cbsnews.com/stories/2007/11/08/60minutes/main3475200.shtml
Employee Evolution - Millennials at Workhttp://www.employeeevolution.com/
TargetX iThink Bloghttp://.targetx.com/ithink
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Your Bookshelf
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Your Bookshelf
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?So what does it all mean to recruiting graduate students
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When Generations Collide
Text
and what Starbucks, American Girl, Apple and Disney can teach us about recruiting graduate students
Jeff Kallay [email protected] www.slideshare.net/targetx