NASA and Gen Y

1. SpaceTEC Presentation 06 May 2008

2. Meet Garret, Kristen, Aaron and Nick

3. Last fall we created a presentation that sparked a conversation about strategic communications at …

4. 010010100100 ... it went viral , got people talking…

5. ... and fostered a healthy discussion about the aerospace workforce!

6. Today , we’re going to share with you some original content from the “ Generation Y Perspectives ” presentation, as well as some data and thoughts about the aerospace workforce.

7. When we talk to our friends about our careers in the aerospace industry

8. they think that we are rocket scientists and astronauts

9. because we work here,

10. but truthfully, we tend to work just as much here.

11. Last week, we interacted with people from here … … friends, family, classmates, colleagues, even strangers.

12. They all wanted to know more about what we do at NASA. TM

13. So we got to thinking… Why aren’t they connected to NASA?

14. Why isn’t an entire generation connecting to NASA?

15. We are part of Generation Y . This presentation is our perspective .

16. (But keep in mind that our generation will be asked to pay the majority of the tax bill for the vision for space exploration) That’s $124B through the first lunar landing (FY06–FY18).

17. NASA has a brand and a message .

18. We don’t want to talk about that.

19. We want to talk about why our generation isn’t connecting to it.

20. Because we are not connecting to it…

21. … young people, both inside and outside of NASA.

22. And we think we SHOULD connect to it.

23. Because what NASA does is important . … to everyone.

24. We are here because

25. of the pioneers before us accomplished awe-inspiring achievements and initiatives.

26. development. operations. science. human spaceflight. research. their legacy is…

27. but a lot has changed in the world since the inception of NASA

28. Society is more connected and collaborative than ever before.

29. The world is connected today in ways that are shattering traditional communications concepts.

31. As we move forward in human space exploration,

32. we believe it will take the collaboration of all collaboration Experiences Perspectives Generations

33. to lead humanity on new explorations into the solar system.

34. And NASA is in a position to lead the world in exploring those new frontiers.

35. Engaging people in this exploration is not just an opportunity. It is a responsibility .

36. 01 Defining a Generation

37. Roughly speaking, Generation Y is defined as - 2000 1977 8 31 < Birth Date > < Current Age >

38. There are over 70 million people in the U.S. belonging to Generation Y

39. And just like the Baby Boomers, Gen Y is a large group of people that is IMPACTING society

40. Births (in thousands) Birth Year Baby Boomers Gen Y Gen X

41. Is NASA ready? 47% and is projected to be 47% of the workforce by 2014 . 25% Generation Y is currently 25% of the workforce

42. After giving the original presentation, we noticed that this discussion is bigger than just one generation. It’s a “ NextGen ” workforce issue.

43. 0 0 2 5 0 0 3 0 0 0 3 5 0 0 4 0 0 0 4 5 0 0 1 9 0 0 1 9 1 0 1 9 2 0 1 9 3 0 1 9 4 0 1 9 5 0 1 9 6 0 1 9 7 0 1 9 8 0 1 9 9 0 2 0 0 0 2 0 1 0 Births (in thousands) Birth Year Baby Boomers Next Gen 2 0

44. The younger workforce is at an all time low . compared to 16% at NASA . 47% of the US workforce is under age 40. compared to 4% at NASA . 25% of the US workforce is under age 30. A hiring “freeze” resulted in an 8 year gap in the 1970’s (~1971-1979) . We’re currently 15 years into what may be a 22 year gap (1993-2015) .

45. 45-54 55-64 # of employees For example, here’s the profile at NASA Johnson Space Center for the workforce ages 45-64…

46. 30-34 25-29 <24 # of employees … compare that with the profile of the younger workforce ages <34. Gen Y starts entering work force

51. Are we engaging the NextGen?

52. We recognize that there is always the tyranny of the urgent . NASA faces major challenges with the STS retirement, startup of the Constellation Program, and follow through with the Exploration Mission.

53. But we need to focus on strategic workforce issues. The agency is facing a human spaceflight gap and we are heading into that gap with a young workforce that has it’s own experience gap. Combined, these respected gaps constitute a unique coupling of problems; the 1970’s experience gap could pale in comparison to the impact of today’s gap.

54. 02 Perspectives

55. As a whole, people of Generation Y are not interested in space exploration. This is a FACT .

56. A majority of Gen Y between 18 and 24 Are not aware or not engaged in NASA’s mission

57. 40% Forty percent oppose NASA’s mission

58. 39% Thirty Nine percent believe that nothing worthwhile has come out of NASA.

59. If our generation is asked to pay the majority of the tax bill for the vision for space exploration, we need to be engaged in NASA’s mission.

60. Characteristics that define our generation …

61. Wired Mobile Global Multi-tasking Expecting Instant Information Empowered Likes Mentors Quickly Bored Interdependent Impatient if delayed… … but highly adaptable Attracted to large social movements

62. And there are a lot of things that made us the way we are.

63. We were the first generation to grow up with cable in our homes … Studies say this leads to shorter attention spans … And chronic boredom .

64. We are used to DIVERSITY … after all, we grew up in diverse environments.

65. We grew up with TALK SHOWS And REALITY TV .

66. For our generation, TV is not passive entertainment it is an interactive experience ! And our lives and outlooks have been shaped by this.

67. “ Anyone can be a star …” “ Everyone deserves to have their say.” “ Getting heard and having a say are not only easy , they seem natural .”

68. Wait! You just described my generation.

69. Maybe there are some similarities . But there are very important differences.

70. Such as different formative experiences.

71. Civil Rights The Feminist Movement Gay Rights Handicapped Rights The Right to Privacy And, Vietnam The Cold War The “Big Three” TV networks The Kennedy and King Assassinations Baby Boomers were shaped by: Rock Music

72. Generation Y has been shaped by: Columbine The 2000 Election Crisis 9-11 Cable Reality TV The Iraq War Terrorism Internet Columbia Accident Cell Phones Gaming Starbucks

73. And those life experiences made us: Lack trust in corporations and government Focus on personal success Have a short-term career perspective Gets easily bored Extremely independent See no clear boundary between work and life Empowered and optimistic Sacrifice economic rewards for work-life balance Expect to work anytime, anyplace Connect with people in new and distinctive ways Comfortable with globalization Racially and culturally diverse

74. 03 Rules of Engagement

75. Our generation communicates in an entirely new way.

76. The traditional concept of top-down, one-way communications strategy is dead .

77. (It is NOT dying. It is dead .)

78. Our generation is not interested in the space industry because: We don’t see the point. We don’t understand the facts. We can’t participate.

79. So how do you reach an entire generation with a brand and message?

80. First, better understand the audience

81. Then focus on getting us interested again

82. Instead of telling us what you want us to hear …

83. Facilitate a discussion and allow us to participate in your organizations mission

84. Spark conversations

85. But please be timely

86. Share your compelling story’s

87. Touch our lives in ways familiar to us.

88. Example: utilize “ social media ”

89. Finally, reclaim your image as a leader of innovation .

90. 04 The Challenge

91. By no means is this “ the answer ”

92. … after all, who are we anyway?

93. Just some NextGen’rs who got hooked by the space bug and want to help.

94. What does your local NextGen’r think about the future?

95. There isn’t one ultimate communications strategy to solve workforce issues once and for all. … it’d be a lot easier if there was.

96. So the challenge is to take this and create new ideas. Creative Collaborative Open Purposeful Because the industry we want to work for and connect to is like us: Participatory Bold Exciting Innovative Timely Connected

97. And we – our generation – want to be a part of the solution.

98. And it is OUR future . Because space exploration is the future .

99. Everyone’s future .