June/July 2015

A fresh resource for people who plan and manage meetings, events, business travel, promotions and incentive programs. Providing you with inspiration, guidance and great ideas.

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June | July 2015 | Ignitemag.ca | 31 Doreen Ashton Wagner works with a client that is trying to at- tract more young people to its annual conference. Most of the participants are over age 60, so the organization has discounted the registration fee to make it more affordable to twentysome- things. Problem is, the client is reluctant to revamp the annu- al program. "It's too long. It's not exciting or dynamic. But if they rejuvenate their program they might lose their older members, their bread and butter. It's a real challenge," says Ashton Wag- ner, co-founder and managing director of Greenfield Services in Alexandria, Ont. Those twenty-somethings—Millen- nials, or Generation Y—are a force to be reckoned with. According to the 2011 Canada Census, there are nearly as many Canadians born be- tween 1972 and 1992 (9.1 million) as there are Baby Boomers (9.6 mil- lion). (See "Defining the Generations" timeline, p.32.) In fact, 2015 is report- ed to be the first time that Millenni- als outnumber Boomers in the workforce. Millennials are the fastest growing, most active, most responsive and most vocal attendee base, says Trevor Lui, director of operations and sustainability for the International Centre in Toronto. (See "Spotlight on Millennials" sidebar, p.33.) Yet planners are currently grappling with how to deliver content and meeting experiences that resonate across multiple generations—Ma- tures, Boomers, Gen-Xers and Millennials. DEMOGRAPHIC SHIFT z 2015 is the first time that Millennials outnumber Boomers in the workforce Here's how to tailor your meetings to make sure all audiences— from Matures to Millennials—are happy and engaged Photo via Un-Splash by Adam Przewoskii by Angela Kryhul #

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