PRACTICE APPLICATIONS
President’s Page
The Academy’s Millennial Generation
A
S I HAVE WRITTEN IN PREVIOUS
articles, understanding the busi-
ness of nutrition and dietetics is
crucial to ensuring the present
and future viability of our profession and
making progress toward common goals. Of
course, as we do in virtually every aspect
of our lives, we tend to bring a genera-
tional perspective to our view of the
world—different generations look at our
profession through different lenses. One
age group might see a professional threat
where another sees an opportunity. Do the
generations that make up the Academy
membership understand one another well
enough to succeed together?
In my family nutrition counseling busi-
ness, registered dietitian nutritionists from
four generations work side by side. This
presents challenges, but mostly it has
rewards. The interactions of multiple gen-
erations motivates all of us to see things
differently and to understand and respect
the past, the present, and the future.
UNIQUE NEEDS AND INSIGHTS
Millennials—those born between 1982 and
2000—have surpassed Baby Boomers in
numbers as the largest segment of the
population.1 In 2016, Millennials represent
about 30% of the Academy’s membership,
and the percentage will likely grow in the
coming years.
Recently, the Academy’s Board of
Directors heard an exceptionally interesting
report titled “A Review of Millennials, by
Millennials,” presented by Amanda Nieh,
MBA, RDN, and Crystal Perez, MBA. The
purpose of the project was to “ideate how
the Millennial could impact the Academy’s
services and communications.”2 It coincides
with the launch of our Second Century
initiative and the Council on Future Prac-
tice’s project to develop a strategic direction
that expands our reach and influence.
The graphic on this page was from this
report; it shows why new members join
professional organizations and why orga-
nizations think new members join. “Mil-
lennials have unique needs that propose a
need for better tailored communications
strategies and services to attract and retain
them as members,” according to the report.2
“The project examined major Millennial
consumer insight studies and trade group
studies examining Millennials. We found
that the Academy’s current efforts are not
uncommon to those of other trade groups.
All trade groups have discovered that a
ª 2016 by the Academy of Nutrition and Dietetics.
greater emphasis and pivot towards
Millennial needs is required. We hope that
the thought starters provided by this small
group of Millennials interviewed will be
considered, as they provide insight on our
generation.”2
ENGAGING AND EMERGING
I found the report’s recommendations for
how to engage Millennial food and nutri-
tion professionals to be thoughtful and
thought-provoking2:
1. Increase emphasis on targeted ser-
vices and communications for the
early professional. Most Millennials
are entering the workforce now
and this is the critical acquisition
period for recruiting membership.
2. Consider expanding careers for
early professionals beyond tradi-
tional roles. Foster opportunities
for the early professional to
explore the duality of their career.
The opportunities being explored
as part of the Second Century
Initiative could be a good start.
3. Offer diverse services to support
the emerging career paths of the
Millennial. Millennials join for job
opportunities, socializing, and cer-
tifications. In the future, the main
driver of income for professional
organizations will be services, cer-
tifications, and job opportunities,
surpassing membership dues. It is
essential to recruit Millennial
members early to help shift the
professional organization’s new
service offerings.
4. Explore hybrid membership models
and utilize a variety of data points future of our organization is in good
to develop communications and hands!
services to maximize engagement. Lucille Beseler, MS, RDN, LDN, CDE, FAND
president@eatright.org
http://www.twitter.com/prezlucille
BRINGING CHANGE
http://dx.doi.org/10.1016/j.jand.2016.09.033
I especially was pleased to learn from the
report and the authors’ presentation that
References
Millennials are accepting of many different 1. Millennials outnumber baby boomers and are
opinions. Sometimes our membership’s far more diverse, Census Bureau Reports [press
opinions can become polarizing and release]. United States Census Bureau. June 25,
2015; release no. CB15-113. http://www.census.
detrimental to understanding, collabora- gov/newsroom/press-releases/2015/cb15-113.
tion, and progress. It was also exciting to html. Accessed October 20, 2016.
see that Millennials can be pro-business 2. Nieh A, Perez C. A review of millennials, by
and understand the privateepublic part- millennials: Exploring strategies for current and
nerships that are necessary in today’s future member engagement in the second cen-
tury. Presentation to Academy of Nutrition and
world to bring change. Throughout the Dietetics Board of Directors, Irving, TX:
presentation I had one thought: I know the September 20-21, 2016.
JOURNAL OF THE ACADEMY OF NUTRITION AND DIETETICS 1881