executing across generations

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.


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


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.


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

[email protected]

+1-802-238-1007

Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 12

mailto:[email protected]

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


A Matter of Perspective


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)


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


Boomer TV Heroes


What do you see?

And if you don’t think Boomers had a problem with kids…


• 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

. . .

http://us.imdb.com/Posters?0071675

http://us.imdb.com/Posters?0071675

Boomer Technologies


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


Gen-X TV Heroes


Gen-X Technologies


Millennials: Rocking the World


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


Millennial Childhood TV Heroes


Millennial Adult TV Heroes


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 . . .


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


Millennial Technologies


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


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


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.


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.


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!


Q&A and Discussion



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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