shares
It is true that different generations express different channel preferences. That means each age group responds to different messages on different channels, so marketers and company owners have to adjust their business models and their strategies about their products and services.
Every generation is shaped by different social and cultural environments and life experiences. So if we want to understand a generation better, it is important to explore and analyze the impact of the family environment, the sociopolitical factors and the technology development of the specific period, as well as the facts that followed. This way, products and services will target and meet their needs better.
The five generations today
Let’s take things from the top. Nowadays, it is the first time that 5 generations are living together: Baby Boomers, Generation X, Generation Y (Millennials), Generation Z and Generation Alpha.
Baby boomers were born between 1945 and 1964, a period in which the birth rate shot up after the end of the Second World War. They enjoyed stability, in terms of both work and family, and they went through an entire period of technological evolution and media development.
Generation X includes people born between 1965 and 1981, during the reconstruction of Europe after the war. Their philosophy of life was mostly based on work and producing, leaving less room for idealism.
Generation Y or the Millennials are those born between 1982 and 1994. Technology is integrated into their lives, although they were not born into it. In fact, they had to migrate to the digital world from the analogue one they were living in.
Generation Z will take the lead in a few years from now. They were born between 1995 and 2010. Internet is part of their DNA: it storms into their homes, their education and the way they are socializing.
Those born after 2010 have been termed as the Alpha generation. They are digital natives and spend many hours in front of their screens.
Generations in the workplace
Baby Boomers appreciate a more formalized and structured environment than younger generations. They are willing to share their expertise, given they are a great source of knowledge about their industry.
Gen Xers prefer an environment that focuses on independence and they appreciate having the flexibility to manage their workload.
Millennials and Gen Z have grown up accustomed to the wonders of technology and come armed with the knowledge of various programs and systems.
Each of the above generations has its own set of beliefs, preferences and shared experiences which influence the way it thinks and acts. All these lead to different expectations, communication styles and perspectives. For business owners and executives, managing multiple generations may not be an easy task. And although many companies understand the distinctive needs of the different generations, they are not in position to serve all of them or make mistakes in using their unique characteristics.
For example, generational stereotypes negatively impact job seekers and they also negatively impact the employers that are doing the hiring. Some of the most common stereotypes are that Millennials are lazy, Baby Boomers are technically challenged, Gen Xers demand work and life balance and Generation Z only communicates via texts.
Categorizing a group of workers by generation can lead to overgeneralizations and improper assumptions about those workers. Also, it can lead to prejudice, bias and even discrimination.
Understanding age diversity
Sure, the numerous differences of the various generations including how they prefer to work can cause conflicts in the workplace. But people also have much in common and they want to be recognized for their individual talents and be treated equally. Diversity is beautiful, and those differences in viewpoint add flavor to our everyday interactions.
We should not get stuck in the stereotypes, but embrace and leverage these differences to create an advantage. Besides, over the last few years there is a global effort to break down generation stereotypes. Perhaps we should spend less time labeling people based on generation and have more time to talk to them, ask questions about their upbringing and determine what drives and motivates them. And of course, we should all keep in mind that when we use all this data of differences to claim our “understanding” of a certain generation, we must be careful not to cross the line making assumptions about their abilities or motivations. Otherwise, there is danger to form new stereotypes.
Moreover, company owners specifically can focus in on the qualities they need from a person: who would be their ideal candidate for an interview in a job? What would they bring to the table? How much are they willing to dedicate to the organization? What types of skill set do they have? How do they relate to others and how can they build relationships throughout the organization?
Development professionals can highlight the points that show the similarities between the generations as well as the things that bother each generation in order to encourage better collaboration between them. It is a key factor to keep employees engaged, productive and move the organization’s mission forward.
It is probably time to overcome traditional stereotypes and begin thinking about how an organization can leverage those differences to be more innovative and matching the energy of the individual with the energy of the organization. Remember that you can never go wrong treating people as individuals and with respect.
Afroditi Arampatzi
Marketeer
Hi, I’m Afroditi!
An experienced marketer with a passion for driving impactful projects and delivering strategic solutions.
With over 15 years of hands-on experience in project management, I specialize in advertising, data analysis, strategic planning, and team leadership.
