Which Generations are in the Snow & Ice Market Today?

I've been thinking a lot about the differences in the several generations that currently make-up the snow and ice industry market. In broadest terms, you've got the following:

Baby Boomers (Born 1946-1964): We've heard plenty about these folks, many are currently still in charge and making many decisions related to purchasing equipment or services for their snow and ice management companies. We may underestimate their ability to adapt to new technologies, many are embracing social media such as Facebook, Twitter, and custom social networks. In snow and ice, these are the folks you've been selling to for years, they are independent and thoughtful. They are also getting ready for retirement, with many more retiring in the next 5-10 years or so. As this wave continues to retire, many of your large customers will be challenged with the hand-off of ownership, and everything could change for you and those clients if you aren't prepared to work with the next set of folks who take over or purchase these companies.

Generation X (Born 1965-1975): Gen X'rs, the classic slackers. However, they may surprise you, as many of  them have long since overcome any slacker-genes and are now moving into strong positions in decision-making in our society. I have worked and met with many members of SIMA who are in this Generation (actually I'd hazard a bet to say that a majority of our members are in this generation), and these individuals are connected to the internet and embracing snow/ice technology more proactively than the previous generation. Don't forget that this generation is more skeptical than others, and they really need to trust you before they buy.

Generation Y (Born 1976-1981): This is my generation (i'm a borderline Xer and Yer), we have been called slackers too. We've been raised with longer life expectations and an extended adolescence through high school and college. Also, we began using computers in elementary school, and connecting online is most likely the best way to get our attention. In the snow industry, I think we'll see a lot more Gen Y'ers build strong businesses, and remember that we want to be involved as partners with the people we buy from, not just promoted to like every other customer, we have to be unique. How many customers of your are in the age range of 34-40?

Generation Millenial (Born 1982-?): This is the next big wave, there are about 80 million of these folks. These people are young, in their 20's now, and they are very civic-minded. They value collaboration more than competition, and have less barriers when it comes to connecting with different types of individuals...some say they value diversity more than other generations. 94% of them grew up playing video games! In snow and ice, these individuals are just now starting and building the snow businesses that will hopefully become solid customers in 5-10 years, how are you engaging them now?

SIMA's job, as I see it, is to get all of these folks together online and in person as much as possible, so the older generations can share knowledge to the younger, and the younger can imbue the older with those strong feelings of youth again.

As an individual who is tasked with selling a good or service to these very different folks, what strategies and sales processes do you have in place for different ages or stages of career? Also, which generation are you in, and how is that affecting your marketing message to all the others?

Here are some tips for those of us who market to different generations in the snow industry:

1) All of these generations above are starting to connect and learn on Facebook and LinkedIN, a trend that will continue. They will be looking for solid help and training online as well.

2) The younger generations are looking for fun, innovative ideas that can help them manage snow and ice and help them balance their lives better...they are also at the most challenging times in their lives, where they are battling to establish themselves professionally and build their families. How does your snow and ice product or service give them less stress, or more time with their families?

References:

Preparing for the Millennial Tsunami, ASSOCIATIONS NOW, May 2007, By: Bruce Butterfield, CAE, and Susan Fox, CAE


Reaching Members of Multiple Generations Online, Membership Developments, December 2008, Caroline H. Fuchs, CAE