What Do Young Millennials and Gen Z REALLY Think About Credentialing?

Track: Credentialing Innovations

Session Number: 6079
Date: Wed, Nov 20th, 2019
Time: 9:00 AM - 10:00 AM

Description:

Have you ever wished you could look into the minds of young Millennials and Gen Z to better understand their thoughts and motivations related to professional credentialing? Your opportunity has arrived! In this session we’ll share findings from a first-of-its-kind study which has provided in-depth, intimate portraits of these age groups.  

This session is NOT about the generic, generational differences you’ve heard many times before.  The research we’ll discuss was designed by credential sponsors for credential sponsors. The questions explored were those that certifiers identified as the most important for them - questions which would provide the most useful data to inform new product development and plan the future of their programs. For example, “How do credentials fit in the career journeys which pre-professionals and young professionals envision for themselves?” “Do they believe certification is a ‘must have’?” and “What types of credentials are most attractive to them?“  Similarities and differences between the generations also will be revealed.

During this interactive session, you’ll explore the implications of the research findings in small groups and will be provided with thought-starter questions to use in discussions with board and staff about what the findings may mean for your programs.  You’ll leave the session with not only data, but also actionable insights to guide decision-making about the future of your program.

Session Type: Concurrent Session

Additional Presenters: Sandra Bauman, a professional market researcher, will explain how the research was able to surface perceptions, motivations and unconscious drivers. Lenora Knapp will discuss implications of the research for the design and marketing of credentials. Liberty Munson will share her insights from the research and contribute a certifier's perspective to the facilitated discussions.
Session Type: Concurrent Session

Additional Presenters: Sandra Bauman, a professional market researcher, will explain how the research was able to surface perceptions, motivations and unconscious drivers. Lenora Knapp will discuss implications of the research for the design and marketing of credentials. Liberty Munson will share her insights from the research and contribute a certifier's perspective to the facilitated discussions.