Executing Across Generations 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 2 Today’s Presenters Dr. Steve Shepard, MBA, PhD Founder, Shepard Communications Group April Kates-Ellison, MS, CAE Stephanie Moritz ADA Vice President, Member & Client ADA Chief Marketing & Communications Services Officer © 2020 American Dental Association, All Rights Reserved 3 Generational Shift in Membership: 2016-2020 Unknown age Newer 12% increase generations 16% in Millennials 20% 23% are more diverse and 26% 28% 23% increase in women are entering the 20% increase in diversity dentist workforce with different mindsets 32% around practice Generation X 32% 32% choices. No change 32% 32% Traditional 8% decrease 41% ADA members 39% in Baby Boomers 37% are retiring and 34% 33% exiting, a trend that COVID-19 appears 3% decrease in to be accelerating. Silent Generation 6% 5% 4% 3% 3% 2016 2017 2018 2019 2020 © 2021 American Dental Association, All Rights Reserved 4 ADA Members and Leaders by Generation Silent Generation Baby Boomers Gen X Millennial Gen Z (Age 75-89) (Age 55-74) (Age 40-54) (age 25-39) (up to 24) ADA Members ADA Members ADA Members Student Members 3% ADA Members 33% 32% 28% 93% 3,449 members 45,485 members 38,349 members 36,731 members 21,946 members 78% market share 63% market share 61% market share 68% market share 85% market share BOT Members 4% BOT Members 83% BOT Members 13% 0% BOT Members 0% BOT Members 1 member 20 members 3 members 0 members 0 members 2020 HOD+Alt. 2020 HOD+Alt. 2020 HOD+Alt. 2020 HOD+Alt. 1% 2020 HOD+Alt. 61% 28% 10% 0% 11 members 492 members 230 members 77 members 0 members © 2021 American Dental Association, All Rights Reserved 5 Executing Across the Generations • 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 Stephanie Moritz Chief Marketing and Communications Officer, ADA Generational Marketing No one size fits all. Today’s marketing and communications is 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 Staff 14 July 2021 Dr. Steven Shepard [email protected] +1-802-238-1007 Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 12 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 Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 13 A Matter of Perspective Dentist’s View of Patients YOUR View of Patients Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 14 A Moment of Brutal Honesty How many of you were born: 1. 1925 – 1945 Silent 2. 1946 – 1964 Baby Boomer 3. 1965 – 1981 Gen-X 4. 1982 – 2004 Millennial 5. 2005 - 2020 Plural 1925 1945 1946 1964 1965 1981 1982 2004 2005 2020 1942 1948 1962 1967 1979 1983 2002 2007 ‘Cuspers’ 15 SilentPlurals (Adaptive) (Adaptive) MillennialsGreatest (InstitutionGeneration- (Institutionbuilders) - Baby builders) Boomer (Idealist) Gen-X (Nomadic) Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 16 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 Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 17 Boomer TV Heroes What do you see? Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 18 And if you don’t think Boomers had a problem with kids… Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 19 • 1964 Children of the Damned • 1978 Halloween • 1967 Rosemary’s Baby • 1979 The Brood There’s only one • 1973 The Exorcist thing wrong • 1981 The Final Conflict with the Davis baby • 1974 It’s Alive! • 1981 Halloween II . • 1976 The Omen • 1984 Firestarter • 1976 Carrie • 1984 Children of the Corn • 1977 Exorcist II • 1978 Omen II Boomer Technologies Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 21 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 Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 22 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 Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 23 Gen-X TV Heroes Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 24 Gen-X Technologies Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 25 Millennials: Rocking the World Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 26 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 Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 27 Millennial Childhood TV Heroes Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 28 Millennial Adult TV Heroes Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 29 Millennial Childhood in Movies 1982 E.T The Extra-Terrestrial 1994 The Lion King 1987 Three Men and a Baby 1994 Angels in the Outfield 1987 Raising Arizona 1997 Liar Liar 1987 Baby Boom 1998 Rugrats: The Movie 1989 The Little Mermaid 1999 Big Daddy 1989 Look Who’s Talking 1999 The Iron Giant 1989 Parenthood 2000 My Dog Skip 1990 Look Who’s Talking Too 2001 The Princess Diaries 1990 Home Alone 2002 Spy Kids 1991 Little Man Tate 2001 Monsters, Inc. They changed her 1993 Three Men and a Little Lady 2001 Harry Potter diapers. She changed their lives . 2002 Big Fat Liar 2002 About a Boy Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 30 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 Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 32 Millennial Technologies Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 33 Generations, Side-by-Side Boomer Gen-X Millennial Wants to Win Wants to Succeed Wants Team to Win I work and live to serve family, I live to work I work to live 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 Please share your experiences I don’t give a crap were born with me Superman Generation Jerry Maguire Generation Three Musketeers Generation Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 34 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 Copyright 2021 Shepard Communications Group, LLC. All Rights Reserved. 35 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. Copyright 2021 Shepard Communications Group, LLC.