ACEC Fall Convention: From Millennials to Gen Z – The Next Gen Decision Makers

Ida Cheinman‘s presentation at the ACEC Fall Conference in Chicago explores the shift in how A/E/C firms must communicate, engage and conduct business in order to reach the next generation of professional services customers – Millennials and Gen Zers.

By now, Millennials are not only a large part of the workforce – almost 50% to be exact – but they have moved into positions that make executive and purchasing decisions.

According to a recent Forrester research report, 73% of working Millennials are involved in B2B purchasing decisions. Gen Z, which outnumbers Millennials, is starting to enter the workforce and the differences between the two generations are significant. And even though it will be a few years before Gen Zers are making decisions on multi-million dollar construction projects, A/E/C firms are already challenged with attracting and retaining them as employees.

Firms that intentionally shift their marketing and business development strategies to cater to the new generations’ mindset and purchasing preferences will outperform their competition.

The session creates a roadmap for how to prepare for, and conquer, this next marketing frontier!