executing across generations
TRANSCRIPT
Executing Across Generations
© 2020 American Dental Association, All Rights Reserved 2
House Keeping
1. This webinar is being recorded and will be posted on the conference webpage: www.ada.org/conferenceweek
2. Audio and Camera
3. Please enter questions in the chat throughout the webinar.
© 2020 American Dental Association, All Rights Reserved 3
Today’s Presenters
April Kates-Ellison, MS, CAEADA Vice President, Member & Client
Services
Dr. Steve Shepard, MBA, PhDFounder, Shepard Communications Group
Stephanie MoritzADA Chief Marketing & Communications
Officer
© 2021 American Dental Association, All Rights Reserved 4
3% decrease in
Silent Generation
8% decrease
in Baby Boomers
Generation XNo change
12% increase
in Millennials23% increase in women
20% increase in diversity
Unknown age
6% 5% 4% 3% 3%
41%39%
37%34% 33%
32%32%
32%32%
32%
16% 20% 23%26% 28%
2016 2017 2018 2019 2020
Generational Shift in Membership: 2016-2020
Traditional
ADA members
are retiring and exiting, a trend that COVID-19 appears to be accelerating.
Newer
generations
are more diverse and are entering the dentist workforce with different mindsets around practice choices.
© 2021 American Dental Association, All Rights Reserved 5
ADA Members and Leaders by Generation
Silent Generation(Age 75-89)
ADA Members3,449 members
78% market share
BOT Members
1 member
2020 HOD+Alt.
11 members
Baby Boomers(Age 55-74)
ADA Members
45,485 members
63% market share
BOT Members
20 members
2020 HOD+Alt.
492 members
Gen X(Age 40-54)
ADA Members
38,349 members
61% market share
BOT Members
3 members
2020 HOD+Alt.
230 members
Millennial(age 25-39)
ADA Members
36,731 members
68% market share
BOT Members0 members
2020 HOD+Alt.77 members
Gen Z(up to 24)
Student Members
21,946 members
85% market share
BOT Members
0 members
2020 HOD+Alt.0 members
3% 33% 32% 28% 93%
13% 0% 0%4% 83%
1% 61% 28% 10% 0%
• Align Education Across Key Stakeholders• Board, CM, NDC, PEs, Staff, Executives
• Share Research Across Key Stakeholders• Board, CM, NDC, PEs, Staff, Executives
• Launch Tripartite Execution Team (s)• Power of Three New Generation Hackathon – From Awareness to Reward• Other
• Action Against the Shift• Value, ValueS, Culture• Operational & Strategic Lens
Executing Across the Generations
Stephanie MoritzChief Marketing and Communications Officer, ADA
Generational Marketing
No one size fits all. Today’s marketing and communicationsis all about personal customization and
putting the customer at the center of all you do.
ADA’s Women in Dentistry Value Proposition
Joining the ADA is an investment in yourself and
your future so you can accelerate career
success and personal fulfillment, on your terms.
.
“We heard you. Our research shows that you want to accelerate your success on your terms. You want to be your own agent of change. Announcing the ADA Accelerator Series - member-driven, on-demand access to financial, leadership and work/life tools - to fast forward your life, your way.”
Generational Content• Drive engagement and conversions with content
that fits different customers needs across all we do:
• Membership Marketing & Recruitment
• ADA Accelerator
• Dental Benefits Hub
• Emails & Letters
• Engage authentic experts within and external to the ADA to offer original, exclusive content.
• Leverage monthly channels for engagement including web, webinars, dedicated email, state and local communications, social and member value proof point in digital ads and mailers.
Leading Across the Generations
A Presentation for the ADA State and Local Staff14 July 2021
Dr. Steven Shepard
+1-802-238-1007
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What I Want to Accomplish Today
• Familiarize you with the inner workings of generational theory
- What it is, why it matters, how we use it
- Law of Large Numbers; Cohort Theory
• Provide an overview of current generations, and how they differ
• Provide insights about how to manage, attract, motivate, inspire, lead, and influence all—with a focus on the Millennials and Plurals
• Help YOU make the ADA more relevant and attractive to new practitioners
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A Matter of Perspective
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Dentist’s View of Patients YOUR View of Patients
A Moment of Brutal HonestyHow many of you were born:
1. 1925 – 1945
2. 1946 – 1964
3. 1965 – 1981
4. 1982 – 2004
5. 2005 - 2020
Silent
Baby Boomer
Gen-X
Millennial
Plural
15
1925 1945 1946 1964 1965 1981 1982 2004
1942 1948 1962 1967 1979 1983
‘Cuspers’
2005 2020
2002 2007
Silent (Adaptive)
Baby
Boomer
(Idealist)
Gen-X (Nomadic)
Millennials
(Institution-
builders)
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Greatest
Generation
(Institution-
builders)
Plurals (Adaptive)
Baby Boomers
• 1946—1964
• Most important generation EVER (Just ask them)
• Indulged (not coddled) as children
• ~7-1/2 hours/day with adult authority figure
• Driven by deeply-held values as adults
- I hope you learned something from this…
• Relatively few kids
• Work defines who you are, not what you do
• The “Lone Ranger” generation
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Boomer TV Heroes
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What do you see?
And if you don’t think Boomers had a problem with kids…
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• 1964 Children of the Damned
• 1967 Rosemary’s Baby
• 1973 The Exorcist
• 1974 It’s Alive!
• 1976 The Omen
• 1976 Carrie
• 1977 Exorcist II
• 1978 Omen II
• 1978 Halloween
• 1979 The Brood
• 1981 The Final Conflict
• 1981 Halloween II
• 1984 Firestarter
• 1984 Children of the Corn
There’s only one
thing wrong
with the Davis baby
. . .
Boomer Technologies
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Generation X
• 1965—1981
• Their other name – and why
• Unprotected, criticized children
• Minimal time spent with adult authority
• Independent, self-reliant, entrepreneurial, pragmatic adults—Think Silicon Valley
• The “Jerry Maguire” generation
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Generation X
• 1965—1981
• Their other name – and why
• Unprotected, criticized children
• Minimal time spent with adult authority
• Independent, self-reliant, entrepreneurial, pragmatic adults—Think Silicon Valley
• The “Jerry Maguire” generation
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Gen-X TV Heroes
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Gen-X Technologies
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Millennials: Rocking the World
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Millennials
• Largest generation in human history
• Group-oriented, problem solvers, ‘institution’ builders
• Optimistic, long-term planners, high achievers
• An extraordinarily social, group-oriented generation
- Above all else, make a difference
• SIGNIFICANT risk-takers
• Protected and revered trophy children
• Believe they have the potential to be great - and probably do
• “A generation of litigators”
• The “Three Musketeers” generation
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Millennial Childhood TV Heroes
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Millennial Adult TV Heroes
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Millennial Childhood in Movies
1982 E.T The Extra-Terrestrial
1987 Three Men and a Baby
1987 Raising Arizona
1987 Baby Boom
1989 The Little Mermaid
1989 Look Who’s Talking
1989 Parenthood
1990 Look Who’s Talking Too
1990 Home Alone
1991 Little Man Tate
1993 Three Men and a Little Lady
1994 The Lion King
1994 Angels in the Outfield
1997 Liar Liar
1998 Rugrats: The Movie
1999 Big Daddy
1999 The Iron Giant
2000 My Dog Skip
2001 The Princess Diaries
2002 Spy Kids
2001 Monsters, Inc.
2001 Harry Potter
2002 Big Fat Liar
2002 About a Boy
They changed her
diapers. She changed
their lives . . .
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Millennials: Most Gender-Neutral Attitudes in History
Pew research: women earned • 64% of associate’s degrees • 60% of bachelor’s degrees • 63% of master’s degrees• 56% of doctorates
• More than 50% of college-educated workforce
The Millennial Work/Lifestyle
• Technology is a lifestyle—not an option; ubiquity is key
• Collaboration, group decision-making very important
• Want to make a difference; job should have purpose and meaning beyond money
• Want to change the world
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Millennial Technologies
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Generations, Side-by-SideBoomer Gen-X Millennial
Wants to Win Wants to Succeed Wants Team to Win
I live to work I work to liveI work and live to serve family, company, and community
Ultimate Authority, control Leave me alone PLEASE DON’T leave me alone
Want immortality Want to earn a living Want to make a difference
I can save you I’ll call when I need you I need you ALWAYS
I was experienced when you were born
I don’t give a crapPlease share your experiences with me
Superman Generation Jerry Maguire Generation Three Musketeers Generation
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Here Come the Plurals (2005—2025)
• ‘Gen-Z’ (Nope)
• ‘Native speakers’ of the digital world—’Digital Natives’
- Best educated, most connected, most technologically most sophisticated generation ever
• Most ethnically diverse generation ever
- 55% white, compared to 72% of Baby Boomers
- Reflects trend toward pluralistic society: no single dominant ethnicity or race
- EOY 2019: US babies less than 50% white
• Race, ethnicity, gender as important as eye color
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Why Do We Care?
They’re your new members—and future leaders.
They’re your new patients.
They’re your new competitors.
…And there are a heck of a lot of ‘em.
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How do I Attract and Retain Members?
• First things first: Generational myths and legends
- Boomers: Self-important, know-it-all, wannabe superheroes who can’t help but get in everybody’s face
- Xers: Nihilistic, withdrawn, don’t-give-a-s**t attitude problems who refuse to work long hours and refuse to take one for the team
- Millennials: Entitled snowflakes who don’t care about money, structure, loyalty, rules, or anything else that REALLY matters
- Plurals: I have no idea who they are, but I already don’t like them
TRUE. EXCEPT WHEN IT’S NOT.
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The Reality—Not All That Different!
• ALL generations
- Want more money
- Want to be recognized
- Want to see meaningful growth in their jobs
- Want to have more time with their families/personal life
- Are looking to make a difference
• How to attract and retain members? Go back to the adverbs!
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Q&A and Discussion
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© 2020 American Dental Association, All Rights Reserved 40
Diversity Drives SuccessResearch indicates that diversity is a key driver of innovation and fosters market growth. In this session you'll learn:
• How to navigate the challenges and opportunities of leading a diverse team
• The importance of diverse perspectives to the organization’s success
• How diverse perspectives enriches decision making
• How to understand and manage implicit biases
Thursday, July 22, 1–2 p.m. Central
Register: www.ada.org/conferenceweek
Next Webinar…Session #2 in the Diversity, Inclusion and Equity Series
Questions?
Thank you!
Steven [email protected]
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