millennials rising “the millennials are coming” dr. tom [email protected] 2014 azta/adot...
TRANSCRIPT
Millennials Rising
“The Millennials are Coming”
dr. tom [email protected]
2014 AzTA/ADOT Annual Spring Conference
Millennials
Four Generations of Transit Riders 2014
Veterans
1922-194632 million
Boomers
1946-196476 million
Generation Xs
1964-198045 million
Millennials
1980-200080 million
Millennials are also called… Generation Y Gen Y Gen Yers Generation Next Internet Generation Net Generation Digital Generation Dot Com Generation Gaming Generation Nexters Nintendo Generation Echo Boomers Generation 2001 Tethered Generation Generation M (as in “media”) Digital Natives
Why are the Millennials so important?
Their Numbers
They are the largest generation since the Baby Boomers, and nearly twice the size of Generation X immediately preceding them.
The Large-Scale Retirement of the Baby Boomers
An increasing proportion of skilled workers from that generation are fast approaching retirement age and that personnel gap will need to be filled in large part by the Millennials.
They are the Most Techno-Savvy Generation Yet
They have grown up in a world profoundly dominated and defined by technology.
Millennials
I. Generational Values1. Technologically sophisticated2. Have positive expectations about
work and life3. Are comfortable with diversity4. In frequent contact with parent(s)5. Comfortable with the team process
Millennials
II. As a Rider1. Prefer a safe and environmentally
friendly transportation mode 2. Want multi-tasking capacity3. Need directions4. Comfortable with diversity but
avoid “difficult people”5. Like a “you can be a hero”
environment
Millennials
III. Marketing Practices1. Engage them in focus groups2. Include the parent(s) as part of
the decision-making process3. Provide “value-added” orientation
to their transportation experience4. Make lots of apps available5. Highlight opportunities to build
relationships with diverse riders
“The Millennials are Coming”
To get results, avoid the tendency to:“flea-dip” your ridersRemember, no riders have better values, many have different values
Millennials