Connecting with Millennial
Agenda
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•
Millennial Definition
•
Millennial Survey results
•
Millennial Strategy update
•
Engaging Millennial in Local chapter
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Millennial
Millennials is the generation of people born between 1980 and
1995. However, these boundaries aren’t set in stone.
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Millennial Survey
Surprisingly Similar with
Some Important
Differences
Although APICS is still dominated by Baby Boomers
and Gen X’ers, Millennials are advancing
Generation
Survey Response %
Years Born
Millennials
19-20%
1980-1995
Gen X
41%
1965-1979
Baby Boomer
39%
1946-1964

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.
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41% of all survey responses mimic Millennials
Generational Selections
"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
34%
Boomer
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.
Gen-X
"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."
Millennial
11%
"I AM BUSY. I CONSIDER MYSELF A CAUTIOUS CONSUMER, FAVOR FUNCTION OVER
APPEARANCE, AND TRY TO BUY LOCALLY WHEN POSSIBLE."
Millennial
11%
"I AM OPTIMISTIC. I SPEND CAREFULLY, AM COMFORTABLE USING SOCIAL MEDIA, AND TRY
TO "GIVE BACK" TO THE COMMUNITY AS MUCH AS I CAN."
41%
Millennial 10%
"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."
Millennial
"I VALUE TRADITION. I KNOW WHAT I WANT IN LIFE, PREFER FACE TO FACE
COMMUNICATION, AND FAVOR PRINT MEDIA."
Millennial
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24%
5%
4%
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0%
5%
10%
15%
20%
25%
30%
35%
40%
But 51% of Millennials mimic Boomers and Gen x’ers
7% lower
Boomer
Same
Gen X
7% higher
Millennial
Millennial
1% lower
Millennial
5% higher
Millennial
2% lower
Millennial
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2% lower
Current APICS customers, regardless of generation, are
engaged with APICS to continue professional education
and become certified
Which 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
Gender by Generation
24%
Boomer
76%
37%
Gen X
63%
40%
Millennial
60%
0%
10%
20%
30%
Female
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40%
Male
50%
Linear (Female)
60%
70%
80%
Millennial Summary and Takeaways
Millennials 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
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Millennial strategic Plan
update
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
These tenets serve as guideposts to help us
understand our 34 & under market segment
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.
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Note: Based on an amalgam of secondary and primary research.
For Example…
Tenet
What it means
Educated and advancing
 Career advancement messages will
continue to resonate
Value and values-driven
 Need to demonstrate value; may not
need to be entirely financial
Technologically astute
 Website must work: visually
appealing, easy to navigate
 More online, more apps
Image conscious, socially networked
 Make them look good; help them
share their success
 2-way social channels
Diverse and different
 Help them see themselves
 Mass customization
 1:1 marketing enabled by technology
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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.
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Engaging Millennials
Community Events
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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
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Networking and Leadership
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How about a PDM to educate Millennial on Networking?
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Sub-Committee in Local Board
•
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Getting Millennial engaged in local board through leadership
opportunities
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