n the largest survey of its kind ever conducted, the PCMA Education Foundation recently commis- sioned researchers to investigate the Millennial generation’s attitudes toward meetings. George Fenich, Ph.D., Sheila Scott-Halsell, Ph.D., and Godwin-Charles Ogbeide, Ph.D., collected feedback from more than 2,000 respondents ages 18 to 30. Not surprisingly, the results — released in June — reveal that traditional meeting formats don’t appeal to this genera- tion. (For highlights of the study, visit convn.org/millennials-topline; for the complete results, visit convn.org/ millennials-study.) But Convene’s editors — two Baby
Boomers, a Gen Xer, and two Millen- nials — were surprised by some of the results. In keeping with this issue’s cover story theme, here are our top five picks that bucked conventional wisdom regarding Gen Y, which is often pre- sented as entitled, Twitter-happy, and bored with formatting:
PowerPoint passes muster More than 73 percent of respondents said they like PowerPoint presentations; less than 13 percent were not fans.
Not all a-Twitter Around 40 percent did not like sessions where they could “tweet the speaker”; only 16 percent liked those Twitter opportunities very much.
Structurally sound Eighty-seven per- cent want structure at meetings they attend. Convene Executive Editor (and Gen Xer) Christopher Durso surmised that it “probably has something to do with growing up with scheduled play dates, gymnastics, karate, and French classes, etc.” Assistant Editor Katie
Kervin (an older Millennial) added: “That age group is just out of school and new to their careers. They are probably not only used to a structured environ- ment, but may be somewhat unsure of themselves at events, and so appreciate knowing exactly what to do and when. You can see in the results that as Millen- nials get older (25–30), they appreciate more interaction and to be mentally challenged, possibly because they are more sure of themselves professionally.”
Green-ish Nearly 30 percent said that green practices were not important to them; another quarter of those who responded didn’t really care either way. While Senior Editor Barbara Palmer was surprised by that lack of envi- ronmental concern, once she started looking, she found several recent studies with similar results, includ- ing one written up on The Atlantic magazine’s website (convn.org/atlantic- millennials), which seemed to back up Kervin’s premise that “the discussion of sustainability issues is so familiar to Millennials that they are almost tired of hearing about it (or at least don’t feel like it’s a ‘hot button’ issue for meet- ings). Perhaps they no longer need for it to be stressed at meetings.”
Face-to-face is the fave Millennials ranked face-to-face as their first com- munication-channel choice, well above social-media outlets. “I have to say, I’m most surprised by the fact that face- to-face events won out,” said Assistant Editor (and younger Millennial) Sarah Beauchamp, “when our generation is working to develop a thousand ways people can connect without being in the same room.”
. — Michelle Russell AUGUST 2012 PCMA CONVENE 27
Key Findings Top-line results of the Millennials survey spell out five key findings that meeting professionals can put into action to attract and retain the newest generation of attendees:
1 Make decisions for them Millennials want short, simple, and structured meetings.
2 Help them connect This generation expects Wi-Fi at their meetings. After all, if they can get it for free at a café, shouldn’t it be available at their next convention?
3 Make learning fun All these respondents are looking for education with entertainment. From gamification to visual learning, think of ways to transform learning into an engaging and electrifying experience.
4 Show them individual impact If you demonstrate what they’ll earn for attending (job opportunities, scholarships, and career coaching), they will register.
5 Know your audience Needs and expectations vary at opposite ends of the Millennial age spectrum. Planners should remember that older Millennials are less interested in social activities and more interested in being mentally challenged.
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ON THE WEB To read a Convene article featuring interviews with Gen Y meeting professionals, visit convn.org/GenY-2010.