Millennial update

May 16th 2014

May GLD Meeting

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Agenda• Millennial Definition• Millennial Survey results• Millennial Strategy update• Engaging Millennial in Local chapter

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MillennialMillennials is the generation of people born between 1980 and 1995. However, these boundaries aren’t set in stone.

Surprisingly Similar with Some Important Differences

Millennial Survey

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Although APICS is still dominated by Baby Boomers and Gen X’ers, Millennials are advancing

This is not surprising given the nature and purpose of professional societies.

However, it is interesting to note that 41% of respondents across generations selected Millennial-like responses to specific survey questions.

It is likely that this indicates:• The influences on the Millennial generation are also

influences on other generations; and• The influence that the Millennial generation is having on

other generations.

Generation Survey Response %

Years Born

Millennials 19-20% 1980-1995Gen X 41% 1965-1979Baby Boomer 39% 1946-1964

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41% of all survey responses mimic Millennials

"I value tradition. I know what I want in life, prefer face to face communication, and favor print media."

"I am social. I make an effort to remain available to those I care about throughout the day, consider myself an active person, and spend a lot of time online for both business and

pleasure."

"I am optimistic. I spend carefully, am comfortable using social media, and try to "give back" to the community as much as I can."

"I am busy. I consider myself a cautious consumer, favor function over appearance, and try to buy locally when possible."

"I am confident. I work hard, but very much enjoy my time off as well. I embrace new forms of technology, and prefer to purchase these items soon after launch."

I value my independence and a good work-life balance. I welcome solutions such as flex-time and telecommuting. Corporate culture is not my life. I make my own career. I will listen and

learn from my company, but know I can also teach myself.

"I work hard and expect others to do the same. I am at my best when competition drives me and my organization to greater reward. Good communication and input is important. When

practical, I prefer in-person communication to the more impersonal forms like

0% 5% 10% 15% 20% 25% 30% 35% 40%

4%

5%

10%

11%

11%

24%

34%

Generational Selections

Boomer

Gen-X

Millennial

Millennial

Millennial

Millennial

Millennial

41%

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But 51% of Millennials mimic Boomers and Gen x’ers

Boomer

Gen X

Millennial

Millennial

Millennial

Millennial

Millennial

7% higher

7% lower

Same

1% lower

5% higher

2% lower

2% lower

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Current APICS customers, regardless of generation, are engaged with APICS to continue professional education and become certifiedWhich of the following statements best describers your current relationship with APICS? All respondents

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Millennials, perhaps based on their age and level of experience, are pursuing certification at a higher rate.Which of the following statements best describers your current relationship with APICS? Millennials

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Each generation brings more women to APICS

Millennial

Gen X

Boomer

0% 10% 20% 30% 40% 50% 60% 70% 80%

0.600000000000001

0.630000000000001

0.760000000000001

0.4

0.37

0.24

Gender by Generation

Female Linear (Female) Male

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Millennial Summary and TakeawaysMillennials are:• A big generation -- not one we are used to serving (GenX

and Boomers)• More female• High educated• Financially cautious and research driven• Community and social network influenced in decision

making• Expecting to be heard and to influence• Values driven

Millennial Strategic Plan update

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Millennial Strategy Intent To create an organization-wide millennial strategy that

demonstrates– A thorough examination and understanding of the general

millennial population; and– An analysis of the current APICS millennial population and how

this group aligns with or is different than our other generational populations.

Our millennial strategy is designed to – Fulfill Board’s request for additional study and insight– Serve as guideposts for decision making– Evolve as we learn more about this generation

Successfully executed, our millennial strategy will– Enable differentiation of our products and services– Ensure the relevancy of our marketing – Fuel growth and continued organization success

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Millennial Strategy - Five Guiding Tenets

1. Educated and advancing. Differentiating themselves through education is a way to hit the next career level, earn more, pay off their loans and support the lifestyle they want.

2. Value and values-driven. They are cautious consumers seeking deals, but also like to show their commitment to the issues that speak to their heart.

3. Technologically astute. This is the online generation. They expect state-of-the-art interaction. If it takes too long to load, they “x” out. If it looks ugly, it’s over.

4. Image conscious, socially networked. Continuously curating their personal brand, sharing their thoughts, influenced by and influencing others, with the expectation they will be heard and receive a rapid response.

5. Diverse and different. More women and more minorities with more education entering the supply chain and operations management workforce. This is not a one-size-fits-all generation and it’s not a global phenomenon.

These tenets serve as guideposts to help us understand our 34 & under market segment

Note: Based on an amalgam of secondary and primary research.

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Strategy Activation Actively marketing to millennials now – with the expectation

that they will become a greater portion of our members and customers– Increasing emphasis on channels that are important to

millennials– Implementing more tactics and messages to align with millennial

personas Examined the market and are instituting our strategy

– Used by marketing team– Reviewed our learnings with all APICS directors – Incorporating “Millennial mindset” into product development

As you’ll see, the newly developed membership strategy includes a strong millennial component. It’s an example of our millennial strategy in action.

Engaging Millennials

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Community Events• Discover Manufacturing: Career Expo for High

School Students

"I never thought manufacturing would offer so many positions within the office environment."

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Innovative PDM’s• Networking and Leadership• How about a PDM to educate Millennial on

Networking?

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Sub-Committee in Local Board• Getting Millennial engaged in local board through

leadership opportunities

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Summary and Take away• Millennial is a big and diverse generation• 51% of the Millennials mimic Boomers and Gen

x’ers• Millennial Strategy – 5 guide posts• Engaging Millennials in local chapters