The X and Y axis

Kelli Rodda

While researching the piece on millennial consumers, I found an interesting infographic. It read:

Silent Generation: Work is life
Baby Boomers: Live to work
Generation X: Work to live
Generation Y: Work for fun
 

I realize it’s a sweeping generalization, but it’s pretty accurate. By the way, millennials were formerly known as the Y generation. But don’t let the above description of Ys/millennials give you a negative connotation of the young folks represented in that set. Once you read the profiles of some of the industry’s “next generation,” you’ll learn that working for fun equals a passion for plants and gardening. And that passion translates into some exciting plans for the industry in terms of marketing, production, new product development, education and design.

Whether you’re hiring someone from that generation or selling to millennials, here are a few factoids (courtesy of the U.S. Chamber of Commerce Foundation) that I found interesting.

• They are masters of self-expression, with 75 percent creating a profile on a social networking site and 20 percent posting a video of themselves online.
• Millennials have witnessed instability in the workplace, business scandals, and their parents’ jobs being downsized after loyal years of service. These market conditions and unemployment rates, almost twice that of all workers, are leading many to become entrepreneurs. Small business is regarded as a driver of the U.S. economy, providing jobs for the nation’s private workforce. Starting a business can look very appealing. 
• Millennials’ relationship with technology has completely changed their relationships with most everything. With brands and services, what used to be a one-way conversation is now a multifaceted, 24-hour-a-day, seven-day-a-week dialogue. They have the confidence to stand up for what they believe and the confidence, technology, and network to voice their opinions. According to one survey, 86 percent of millennials are willing to share information about their brand preferences online, making it a top personal identifier.
   

I’d like to hear about your plans to market to this generation. And I encourage you to introduce us to the millennial superstars on your team.

krodda@gie.net

Scholarships available
GIE Media (this magazine’s parent company) has established a fund to support academic scholarships for outstanding college students focused on leading in the green industry. We’re awarding two $2,500 scholarships.

To be eligible for an academic scholarship or an internship program, you must be enrolled at a recognized two-or four-year college or university working toward a degree in horticulture, environmental science or other field related to a segment of the green industry.

Applications must be postmarked by April 15, 2015. Go to http://bit.ly/1DSnblE to download the application. Please print and fill out the form completely, then mail it to Chuck Bowen, 5811 Canal Rd., Valley View, OH 44125.