GENERATION THEORY

NOVEMBER 2012

AGENDA

What is Generation Theory?Generations Today

Generations in the WorkplaceSilent Generation

Baby BoomersGeneration X

Generation Y / MillennialsCuspers

Working with the GenerationsGenerations & …

Tips & TricksAdvertising / Marketing to the Generations

Attitudes to Advertising & AdvertisersKey Marketing Themes & Tips

Recommended ReadingConclusionQuestions

WHAT IS GENERATION THEORY

Generation theory explains that the era in which a person was born affects how they view the world. Our value systems are shaped in the first decade of our lives, by our families, friends, communities, significant events and the general era in which we are born.

A "generation" tends to be about 20 years in length, representing roughly the time from the birth of a group of people to the time they come of age and start having their own children. Typically, generations are bound by significant events in the country or region being considered. This leads to slightly different dates in different areas.

GENERATIONS TODAYIn the past century, the effects of international media and news channels, communication technologies and the increasing interconnectedness of the world have meant that increasing numbers of people around the world are impacted by defining events.

Facing similar issues, impacted by the same events and sharing similar experiences, people of the same age are likely to have similar underlying value systems, regardless of their country or community of birth. These "value systems" are the drivers of behaviour and attitudes, and are good predictors of behaviour and expectations.

GENERATIONS IN THE WORKPLACE

1930-1950

1950-1970 1970-1990 1990-2010

SOUTH AFRICA

USA /EUROPE

SILENT GENERATION

BABY BOOMERS

GENERATION X

GENERATION Y / MILLENNIALS (1981-2010)

CUSPERS

In some countries, there are very specific moments in time when one generation ends and a new one starts, most generations do not have precise start and end dates. There is a fair amount of "overlap" between two generations, producing a "cusp" generation between the each successive generational group.

Tension results from generational differences that exist because of contrasting values. We make choices & decisions based on our value system, & differing values often lead to misunderstandings & misinterpretation. This, in turn, hampers our relationships & lessens the effectiveness of our work together.

WORKING WITH THE GENERATIONS

GENERATIONS & CORE VALUES

SILENTS Conformity, Stability, Security

BOOMERS Personal & Social Expression, Idealism, Health & Wellness

GEN X Free Agency, Independence, “Street Smarts”, Cynicism GEN YCollaboration, Social Activism, Tolerance for Diversity

GENERATIONS & RESPECT

SILENTS & BOOMERS •Command & control leadership reminiscent of military operations •Prefer hierarchical organizational structures•Experience & Title deserve respect•Want people to do what they are told•Don’t appreciate equal respect showed to all

GEN X & GEN Y •Both comfortable with authority figures •Not impressed with titles or intimidated by them •Find it natural to interact with their superiors & to ask questions

GEN Y •Taught to ask questions, does not equate with disrespect•Respect must be earned & do not believe in unquestionable respect•Want to be listened to & have people pay attention

“Everyone wants respect, they just don’t define it the same way”

GENERATIONS & ATTITUDE TO WORK

SILENTSI work hard because it is my duty to do so

BOOMERSWork is self-fulfilling, it makes me feel important

GEN XI work to fund my lifestyle

GEN YMy work will help change the world

GENERATIONS & CAREERS

SILENTS One field, One employer, Job is something you do all your life, Responsibility, Loyalty, Dedication

BOOMERS Chosen to impress, Seek Challenge, Offices & Titles, Trapped, Second careers to do something meaningful

GEN X Portable careers, Industry & Job change 3-5 times, Preparing for the worst, Decline promotion if negatively affects family GEN YLifelong CV building exercise, Portfolio of careers (every decade), Paid for talent & output, not title or position, Multiple jobs at once, Volunteer work

GENERATIONS & TEAMWORK

SILENTS Team has a leader and workers, Leaders are bossy, speak down to workers, no need for reasons, no dissent tolerated

BOOMERS Every member empowered, have their say, Common vision, values, Homogenous in purpose & approach, Paperwork, Team building

GEN X Value individualistic approach, Members bring strengths, Differences trump similarity, Designate tasks & trust results GEN YNeed objectives & roles clearly defined, Need to understand WHY output is required, Slower but quality, Need diversity, Good Mediators

GENERATIONS & COMMUNICATION TECHNOLOGY

SILENTS Too informal for the workplace; May use for personal, but inappropriate when dealing with work or colleagues

BOOMERS Yes to Email, SMS, IM; No to social media – limiting/banning Facebook, LinkedIn seen as “looking for another job”; need to learn it is a whole new way to connect, interact, converse, contribute & be involved

GEN X & GEN Y Leading the way in optimising tools; instant gratification, no delays; allows work – life balance

GENERATIONS & REWARDS, FEEDBACK, EVALUATION

SILENTS Job well done is the reward, retirement the ultimate reward; No news is good news; Formal reviews intimidating

BOOMERS Reward is public praise, corner office, seniority, title, perks, gizmos, on-site offerings; Formal, annual feedback, paperwork, advance notice, policy, ritual trumps content

GEN X Freedom the only reward, flexi-time, work from home, fun informal workplace; Feedback after every project, won’t move on without, less structured informal approach, improvement & development

GEN YMeaningful work, lifestyle rewards; Instant feedback whenever asked, optimise reviews, contextualise their work in the scheme of things

GENERATIONS & LOYALTY

SILENTS Contract - My loyalty for job security; Going the extra mile; Don’t badmouth my company; Going down with the company

BOOMERS Loyalty if - Challenges that allow self-fulfilment; Clear upward career path; Not retrenching in tough times; Transparency

GEN X “If you want loyalty, get a dog”; Don’t believe in job security; Balance, freedom & rewards now, companies collapse; Co-workers above company

GEN YBalance; Part of a family; Loyal to causes not companies; Engagement; Get to know the individual & connect with them

GENERATIONS & DRESS CODES

SILENTS Conservative suit & tie, grey, pinstripes, no knees or cleavage, judge a book by its cover, the “problem with kids today”

BOOMERS Blue jeans, sneakers, t-shirts; now suits & old school ties; power suits, shoulder pads, blouses with feminine ties; to keep up labels, brand names, designer suits; instituted “casual” day

GEN X Dressing down; grunge; baggy pants; “bedhead”; open-neck shirts is formal; shorts/jeans but will suit up for meetings; reaction formal uniforms, flat shoes, suits only

GEN YSelf-expression is a human right; body piercing; visible tattoos; long-haired men, shaved-haired women; demand reasons for dress codes

WORKING WITH THE GENERATIONS

Tips & Tricks: Silents

•Face-to-face

•Don’t use tech speak

•Don’t badmouth management or the company

•Show respect for their experience & accomplishments

•Try to appear interested in past experiences, make them feel

valued and included: “It’s important for the rest of us to hear

what has, and hasn’t, worked in the past”  

WORKING WITH THE GENERATIONS

Tips & Tricks: Boomers

•Face-to-face or  telephone

•Reassure that their input is crucial to the success of the

project 

•Make them feel valued with statements like: “We recognize

your unique and important contribution to our team.”  

•If you approach them with a lack of effort or ambition, they

will shut you out.

WORKING WITH THE GENERATIONS

Tips & Tricks: Xers

•Email or SMS  

•Frequent feedback on performance

•Be conscious of the value they place on their time

•Titles do not impress them

•NEVER SAY “because I said so”

•Appeal to sense of freedom & individuality – “Do it your way”

WORKING WITH THE GENERATIONS

Tips & Tricks: Gen Ys

•Social Media, IM, SMS & Email

•Respect must be earned; it is not freely granted based on

age, authority or title

•Explain how what they do fits into the big picture, explain

how everything fits together – they want to effect change and

make an impact

•As multi-taskers, they need more than one activity at a time

•Personal life will always outweigh work

MARKETING & ADVERTISING TO THE GENERATIONS

Attitudes to Advertising & Advertisers

SILENTS Advertising should tell me why your product is better than anything else. Advertisers are the experts.

BOOMERS Advertising should explain how your product will enhance my image. Advertisers should flatter me – I like it.

GEN X Advertising needs to be surprising & unexpected. Don’t trust advertisers. Sceptical. Cynical.

GEN YAdverts should entertain me. I know that the advertisers know that I know that they are advertising.

Key Marketing Theme & Tips to Market to Silents

“We’re not too old”

•Ensure your grammar & spelling are perfect

•Voice-over / actors have old-fashioned, easily understood accents

•They respect expert opinion

•Important people, not celebrities, as endorsements (sports heroes)

•They believe hard work, not luck, is what makes things work

•They are enjoying a “second middle age”, don’t see themselves as aging

•They’re spending their kids’ inheritance

•They like to buy the market leader

•They don’t want to be rushed

•Employ them in focus groups to help you really hone your messaging

Key Marketing Theme & Tips to Market to Boomers

“Make me feel special”

•They are busy, want things faster, convenience, & don’t mind paying for it

•Put the label on the outside – class & quality, conspicuous consumption

•Use 60s & 70s music – they first put music in ads, they like “their” music

•They believe they know better, so forget endorsements by other

generations

•They distrust authority so give product benefits straightforwardly &

honestly

•BUT they are attracted by celebrity endorsements & image

•Use loyalty schemes

•Healthy, fit, self-indulgent, fairly wild in spending habits

•Wealthier than any other generation & keeping it for themselves

•Power in commerce, industry & politics in boomer hands

Key Marketing Theme & Tips to Market to Gen X

“I am an individual”

•Give it to them straight – they are smart & savvy

•They are easily bored so they enjoy clever tricks & the unexpected

•Entertain them. The advert must be an art form in itself

•Respond to current language that’s irreverent, direct & not politically

correct

•Don’t be linear, used to multilayering & enjoy mystery & paradox

•They value friends, don’t go for the lone ranger look

•Value choice, customer opinions & personalisation – NO one size fits all

•Forget product loyalty, concentrate on selling them a concept

•They have no heroes, only celebrities

•They buy brand for its quality, not its image

Key Marketing Theme & Tips to Market to Gen Y

“Entertain Me”

•They are confident, don’t treat them like kids. They’re almost arrogant in

their insistence that you not talk down to them

•Know how what you are marketing is produced; avoid skeletons in closets

•They’re plugged in & want messages in sound bites on modern media

•Use social media to connect with them

•Make sure your website says who you are, not just what you sell

•Staff are your best tool; passionate about products & the company

•Time is more precious to them than money. They will pay for convenience

& time saving devices

•Endorsements will work with them as they look up to heroes

MARKETING & ADVERTISING TO THE GENERATIONS

Multi-generational Marketing

•Create separate brands for each generation

•Run multiple campaigns in different media

Niche publications, TV channels, Radio Stations, Internet

•Key is to be sensitive to different value systems

Conclusion

Understanding the generations, the things they experienced that

shaped the way they feel, think & behave, can allow us to

optimise the way in which we approach people of different

generations.

From the people we work with, our customers & even our

customers’ customers; if we take the time to consider who they

are in the world, we will better be able to communicate with them

& for them.

RECOMMENDED READING

www.tomorrowtoday.uk.com www.tomorrowtoday.co.za

http://www.potentialtosoar.com/generation-mediation

http://www.sajim.co.za/index.php/SAJIM/article/view/441/436

QUESTIONS