Talkin’ Bout My Generation: Decoding the Differences Among Us

  • Location: FSU Alumni Center
  • Address: 1030 W. Tennessee Street, Tallahassee, FL 32304

It’s the Capital Chapter’s biggest professional development of the year!

Did you know that by 2015, the annual spending of Generation Y (those born between 1978 and 2000) is expected to be $2.45 trillion? In fact, by 2018, they will eclipse boomers in spending power at $3.39 trillion. But they are also deeply in debt and not experiencing the best economy for new careers. Boomers are a powerful generation that are entering their retirement years in droves. Meanwhile, the often neglected Generation X has assumed positions of power in government and in business.

The psychology behind these generations makes it difficult for a one-size-fits-all approach when it comes to communications and marketing. To make matters more difficult, those dynamics are changing more every day. How can PR professionals keep up and ensure that they aren’t alienating important segments of their target audiences?

During our half-day seminar, we’ll feature some of the nation’s foremost experts on generational differences and how they impact our communications efforts. Speakers will cover the latest data and trends; top strategies for dealing with our generationally diverse audiences; and specific tactics that you can implement as soon as you get back to the office. A Lunch-only option is also available at a reduced rate.

Event Schedule:

8:30 Networking begins
9:00 Speaker: Dr. Jean Twenge
10:00 Short break
10:15 Speaker: Jenny Schmitt
11:30 Break; Lunch is served*
12:00 Speaker: Karl Ahlrichs
1:00 Event conclusion

*If attending Lunch-only portion, please plan to arrive no earlier than 11:30am.

About the Speakers:

Dr. Jean Twenge Dr. Jean Twenge: Professor of Psychology at San Diego State University, is the author of more than 100 scientific publications and books, including The Narcissism Epidemic: Living in the Age of Entitlement and Generation Me: Why Today’s Young Americans Are More Confident, Assertive, Entitled — and More Miserable Than Ever Before. Her research has been covered in Time, Newsweek, The New York Times, USA Today, U.S. News and World Report, and The Washington Post, and she has been featured on Today, Good Morning America, CBS This Morning, Fox and Friends, NBC Nightly News, Dateline NBC, and National Public Radio. She holds a BA and MA from the University of Chicago and a Ph.D. from the University of Michigan.

Dr. Twenge’s talk will provide a behind-the-scenes look at the data on how generations differ (based on a sample of 11 million young people) spiced with plenty of pop culture and humor. The trends include more positive self-views, higher expectations, and an increased emphasis on work-life balance. In other words, today’s generational gaps really are different and the data show it.

jenny-schmitt-generationsJenny Schmitt: The First Employee and Senior Spark at CloudSpark, an award-winning strategic communications and social media company that specializes in helping companies answer the key questions of “What now?” and “What next?” A veteran marketing and public relations professional, Schmitt is a frequent media contributor and has been quoted in USA Today, The Wall Street Journal, BrandWeek, Ragan’s and Nielsen’s Small Business, among others. An author as well, she regularly contributes to the online world through blogs relating to social media and public relations.

During Jenny’s talk, get ready to look at nearly everyone in a whole new way with this fast-paced, thought-provoking and informative presentation. You’ll learn how different generations respond to communications and discover what motivates their nearly every move. By looking at your coworkers and family, as well as clients and audiences, in new ways, you’ll uncover what is readily overlooked – that people respond differently to your messages, outreach and rewards based on their generational affiliation. This talk will take you from data (Dr. Twenge’s talk) into strategy.

karl-ahlrichs-generationsKarl Ahlrichs, SPHR: Karl has lived (and worked) in the real world of business. He has set up and run a career center in Louisiana, another in Appalachia, and helped restructure and retrained staff at Apple computer in Silicon Valley. He has directed videos in Chicago, marketed software in Orlando, launched an office of Right Management Consultants in San Diego, and consulted on Human Resources in Indianapolis. He has facilitated the 100-member Indianapolis CFO Roundtable for more than 7 years and is very involved with the Society for Human Resource Management (SHRM) and was awarded the 2003 HR Professional of the Year for Indiana.

Karl’s talk during lunch will build on the data from Dr. Twenge’s talk and on the strategy from Jenny’s talk to drill down into tactics you can take back to work. While we’ve focused on the differences among generations, Karl will also tell us how we may actually be more alike (in some ways!) than we thought, including our core values. He’ll also share not only how this affects our external communications, but also our internal communications and how we deal with each other within our workplaces. In this fast paced presentation, Karl will share his “real world” experiences and will offer direct advice.

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Special thanks to our Sponsors, Regus and the Greater Tallahassee Chamber of Commerce, and our host agency, the Florida Institute of Certified Public Accountants, for their support of our program!

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