Slides by Graeme Byrd and Scott Stein for a presentation at NEEA (Northwest Energy Efficiency Alliance) about the two largest generations in American and their impact on the future of the workforce and sustainability. Dec. 2012

1. Generations + Sustainability
America’s largest generations +
their impact on the future
Graeme F. Byrd Scott H.M. Stein
graemefbyrd@me.com scotthmstein@gmail.com
@graemefbyrd @scotthmstein
www.linkedin.com/in/graemefbyrd www.linkedin/in/scotthmstein
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

2. Our Background
• Business and non-profit development professionals
• 20+ years experience engaging millennials and
creating positive impact in our community
• Engaging professionals on sustainability,
community and business through OEC, OLCV,
Net Impact, and B Corporations
• Expertise in technology, marketing, education,
non-profit, sustainability, environmental, social
entrepreneurship, social enterprise, political,
culture, and arts
• Triple Bottom Line
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

3. Workforce
Generations The “S” Word
Implications
S...
Boomers
vs.
Millennials
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

4. Why now?
Source: US Department of Economic and Social Affairs
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

5. Who are Millennials?
Millennials
• Other terms: Generation Y, WE generation, Echo Boomers, Gen Next.
• Born between late 1970s to late 1990s.
• Characteristics: increased use and familiarity with communications,
media, and digital technologies.
• Tendency to be more culturally liberal.
• Phrase Generation Y first appeared in an August 1993 Ad Age editorial to
describe teenagers of the day.
• 1.8 billion globally (out of 7 billion world population).
• Subset: Generation Hot (born after June 23, 1988)
iGeneration, Gen Z, Connected Gen
• Born after 2000.
Source: US Census Bureau, Wikipedia
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

6. The Generations
Boomers Gen X Millennials
Born: 1946 -1964 Born: 1965 - 1980 Born: 1980 - 2000
US Pop: 78 million US Pop: 62 million US Pop: 79 million
Anything electronic September 11
“I have a dream...” Internet
Woodstock Wide use of the Pill
Collapse of the Berlin Wall Helicopter Parents
Cold War SMS / IM
The boob tube Rise of Divorce rate
Birth of MADD Portable Technology
Star Trek Globalization
Source:Steelcase
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

7. The Millennial Segments
Hip-ennial Gadget Guru
“I can make the world a better place.” “It’s a great day to be me.”
Millennial Mom Clean + Green Millennial
“I love to work out, travel, and “I take care of myself and
pamper my baby.” the world around me.”
Anti-Millennial Old-School Millennial
“I’m too busy taking care of my business “Connecting on Facebook is too impersonal,
and my family to worry about much else.” let’s meet up for coffee instead.”
Source: BCG Analysis
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

8. Workforce
Generations The “S” Word
Implications
S...
Boomers
vs.
Millennials
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

9. Urbanization + Globalization
• The world urban population is expected to increase by 72% by 2050
• We are on track for a population of 9 billion people by 2050 living mostly
in cities.
• Demand for food will increase by 50% 2010 - 2030
• Demand for water will increase by 40% 2010 - 2030
• Demand for energy will increase by 22.5% 2010 - 2025
• New cities: Today, for example, in developed countries 75% of the
population live in urban areas and this will rise to 84% by 2030; in less
developed regions only 40% live in urban areas today, but this will
increase to 56% by 2030.
• 71% of millennials expect and want to do an overseas assignment during
their career.
Source: PWC, United Nations, Department of Economic and Social Affairs, World Urbanization Prospects, The 2011 Revision
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

10. Changing Workforce
• Millennials will be 50% of the workforce by 2014; 75% of the workforce by 2025
• “Flexible Loyalists”
• Multi-tasking
• Make a living and do good for the world
• On average - 3 years is a long time at a company
• 40% of millennials “have started a business or expect to do so”
• 56% prefer to work flexibly and choose when to work
• 79% prefer to be mobile rather than static workers
• 41% prefer to have access to a team space; 32% prefer breakout spaces rather
than meeting rooms
Source: Pew Research, Brookings, Affluence Collaborative
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

11. Millennials + Energy Utility Industry
Source: US Department of Labor
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

12. Brain Drain from Utilities
Hiring young talent offers the most potential for addressing this issue.
Major barriers are:
•Millennials view the industry as old, antiquated and hierarchical.
•They seek vibrant cultures, challenging opportunities with
tremendous upward-mobility potential, diverse environments, and
cutting-edge ideas and technology usage.
Young workers today have little desire to work for energy utilities.
Source: Roosevelt Institute
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

13. Workforce
Generations The “S” Word
Implications
S...
Boomers
vs.
Millennials
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

14. The “S” word
Sustainability
Environmentalism
Climate Change
Global Warming
Social Impact
Resiliency
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

15. Do millennials care?
STUDY:
FEWER MILLENNIALS WANT TO SAVE THE PLANET
Source: UTSanDIego.com
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

16. They do, but...
• Millennials view environmental protection as a value to be incorporated into all policy making.
• Are concerned with economic growth, job creation, enhancing public health, etc.
• View environmental issues holistically rather than piecemeal approach.
• Millennials are committed to a multi-dimensional approach to saving the environment.
Source: Pew Research, Brookings
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

17. The numbers
• Climate Change is the 2nd biggest challenge of the future (behind terrorism).
• 61% of 13-25ers feel personally responsible for making a difference in the world.
• 90% of US millennials will actively seek out employers whose corporate
responsibility behavior reflects their own.
• 96% want an environmentally aware workplace.
Source: Pew Research, Brookings
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

18. Do the boomers and millennials look at
sustainability differently?
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

19. and production of fossil fuels.
Energy, Environmental Laws + Generations
Total Mill- Gen X Boomer Silent
ennial
and Climate Change The pattern is similar in how the generations PEW RESEARCH CENTER Feb. 22-Mar. 1, 2011.
evaluate the impact of environmental laws and
es over the regulations. Just over half (53%) of Americans
What Should Be America’s Energy Stricter Environmental Laws and
al priorities,
Policy Priority? these laws are worth the cost, including
say Regulations…
s the Silent most Millennials, Gen Xers and Boomers. A
etting Developing alternative sources of energy
39% minority of Americans say stricter Are worth the cost
such as wind, solar and hydrogen technology
, 71% of environmental laws and regulations cost too Cost too many jobs and hurt the economy
Expanding exploration and production of oil,
n developing coal and natural gas jobs and hurt the economy. This figure
many
than 71 57 57
rises to6949% among the Silents. 53 54
s 63 49
60
mber of Gen 39 40 40
47 37
35
of Boomers 40
pinion is 29 30
25 24
energy
say the
g exploration
Total Mill- Gen X Boomer Silent Total Mill- Gen X Boomer Silent
ennial ennial
generations PEW RESEARCH CENTER Feb. 22-Mar. 1, 2011. PEW RESEARCH CENTER Feb. 22-Mar. 1, 2011.
ntal laws and
Source: Pew Research
of Americans
Stricter Environmental Laws and
including Regulations… Dec. 12, 2012 - Northwest Energy Efficiency Alliance
oomers. A

20. America’s Energy Supply Policies
These generational
Policies to Address America’s Energy Supply
differences extend to specific
Mill-
policy proposals as well. A Mill- Gen Boom- Silent
March Pew Research Center Total ennial X er Silent diff
Policies to address
America’s energy supply % % % % %
survey found overwhelming
More federal funding for wind,
majorities of Millennials solar, hydrogen technology
(82%), Xers (80%) and Favor 74 82 80 74 54 +28
Oppose 21 15 16 23 34 -19
Boomers (74%) favoring
Spending more on subway,
increased federal funding for rail and bus systems
wind, solar and hydrogen Favor 61 65 62 62 47 +18
Oppose 34 32 32 34 41 -9
technologies. Barely half of
Tax incentives for buying
Silents (54%) agreed. And hybrid/electric vehicles
while the three younger Favor 58 69 67 56 38 +31
Oppose 35 26 29 37 52 -26
generations clearly favor tax
Allowing more offshore oil
incentives for people who and gas drilling in U.S. waters
buy hybrid or electric Favor 57 46 51 66 67 -21
Oppose 37 52 41 29 23 +29
vehicles, Silents tend to be
Promoting the increased use
opposed. of nuclear power*
Favor 39 38 34 42 48 -10
Oppose 52 58 58 50 38 +20
While Americans, on
PEW RESEARCH CENTER Mar. 17-20, 2011.
balance, prioritize * Note: survey conducted roughly a week after a major tsunami caused catastrophic
damage to a Japanese nuclear power plant. Source: Pew Research
investment in alternative
energy sources over Dec. 12, 2012 - Northwest Energy Efficiency Alliance
expanding fossil fuel production, most support both ideas. By a 57% to 37% margin, most

21. Environmentalists vs. Gen: Earth
Boomers Millennials
The environmental The generation is far more
movement of the 1970s worried about solving global
was primarily aiming to problems like climate
bring clean air and clean change by using local
water concerns into the environmental solutions.
national policymaking Also the word
calculus. ‘Environmentalist’ has gone
out of vogue.
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

22. Motivating Gen: Earth?
How do we do it?
What do you think?
We create our own sustainable future.
Dec. 12, 2012 - Northwest Energy Efficiency Alliance

23. It’s a wrap
“Millennials are more connected, cognizant, and
committed to tackling society’s ongoing challenges of
a global scope than any generation before them...”
Andrew Ho, Manager of Global Philanthropy for the Council on Foundations
Graeme F. Byrd Scott H.M. Stein
graemefbyrd@me.com scotthmstein@gmail.com
@graemefbyrd @scotthmstein
www.linkedin.com/in/graemefbyrd www.linkedin/in/scotthmstein
Dec. 12, 2012 - Northwest Energy Efficiency Alliance