Mark McCrindle

LEADING TEAMS INCHANGING TIMES

California Transit Association’s 49th Annual Fall Conference and Expo

Thursday 13 November 2014

DIVERSITY

GENDER

GENERATIONAL

CULTURAL

DEMOGRAPHICS

62% 38%

0% 20% 40% 60% 80% 100%

Q. What is your gender?

Male Female

DEMOGRAPHICS

0%

7%

32%

61%

1%0%

10%

20%

30%

40%

50%

60%

70%

Under 20 20 - 34 35 - 49 50 - 68 69+

Q. What age will you be in 2014?

DEMOGRAPHICS

64%

27%

6%3%

0%

10%

20%

30%

40%

50%

60%

70%

Public TransportSystem

Business Member Transit Support Commuter RailAgency

Q. Which best describes the organization you are a part of?

GENERATIONAL CHALLENGES

Q. Which of the following generations create the biggest communication and engagement challenge for you currently as:

Staff Members?

#1 80%

#2 65%

Q. Which of the following generations create the biggest communication and engagement challenge for you currently as:

Staff Members?

#1 80%

#2 65%

End Customers / Users?

#1 #1

GENERATIONAL CHALLENGES

EFFECTIVE ENGAGEMENT

EFFECTIVE ENGAGEMENT

EFFECTIVE ENGAGEMENT

EFFECTIVE ENGAGEMENT

EFFECTIVE ENGAGEMENT

EFFECTIVE ENGAGEMENT

EFFECTIVE ENGAGEMENT

MOBILITY

TIMELINE

MARKETING AND COMMUNICATION: 2020

43%

39%

11%

5%

1%

1%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Something we have not yet heard of

Social media advertising and recommendations

Online (such as banner ads)

Broadcast advertising on radio and television

Print ads and brochures

Outdoor advertising (such as billboards and posters)

Q. Finally, in thinking about communicating with the community, advertising and trends, which of the following marketing and communication platforms

do you think will be the most dominant in 2024?

TRANSIT: 2020

*rate of 9 or 10

24%

28%

33%

40%

41%

46%

67%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Mobility & shorter tenure (both…

Cultural change & diversity

Environmental policy & considerations

Population growth & density

Ageing & generational change

Technology, change & innovation

Economic changes & funding challenges

Q. Please rate on a scale of 1-10 how significantly each of the following will be in transforming transit by 2020?

STAFF TODAY

44%

33%

18%

6%

0%5%

10%15%

20%25%30%35%40%45%50%

I find both their skillsand attitude better

I find their skillsbetter but theirattitude worse

I find their skillsworse but their

attitude is better

I find both their skillsand attitudes worse

Q. How do new staff today compare to those you interacted with five to ten years ago?

CHALLENGES

79%78%

74%

72%

68%

70%

72%

74%

76%

78%

80%

Attracting & recruiting Retaining & motivating Training & developing Leading & managing

Q. Thinking about the emerging generations of staff members, employees and contractors to what extent do the following issues create a challenge for you?

*Significant or somewhat

COMMUNITY

Mark McCrindlemark@markmccrindle.com