Tag: millennials

Creating a customer … sounds pretty basic, doesn’t it? It is equally or more important to create customers that create customers. In both instances, the process begins with knowing your customers well. And the customer generations help.

That goes without saying, doesn’t it? Segmentation targeting by generational differences can be of particular significance in this regard.

The purpose of a business is to create a customer.

–Peter Drucker

Currently, the demographics of customers span five generations. These generations are the Mature/World War II Generation, Baby Boomers, Generation X, Generation Y/Millennials, and generation Z.

In addition to the many differences among individuals within generational cohorts, businesses must contend with different preferences between generations. And to accomplish this they must know and apply these generation preferences. Let’s take a look at these generations and their preferences.

The Five Generations in the United States and Canada in the Workforce

• Silent generation  (1923 – 1944)
• Baby Boomers (1945 – 1964)
• Generation X (1965 – 1980)
• Generation Y/Millennials (1981 – 2000)
• Generation Z (1995-2015)

These generation labels are primarily used in the United States and Canada. Other regions throughout the world use some of these labels, though the ages of their members of these groups tend to differ.

Mature/World War II Generation … The Silent Generation

Veterans (WWII Generation) or also known as the Silent Generation – Born before 1944

Significant Influences

• Great Depression, the New Deal, WWII, the G.I. Bill, Pearl Harbor

Characteristics

• Patriotic, loyal, fiscally conservative, faith in institutions

The silent generation came of age in the years following the Great Depression and WWII.  To understand this generation, think “American Values” – civic pride, loyalty and respect for authority. 

They attend more symphonies than rock concerts, watch more plays than pick-up softball, and eat more steak than tofu.  At work, they are the classic “keepers of the grail” and an irreplaceable repository of lore and wisdom.

Members of this generation are 70 years or older. Although most members have retired from the labor force, they comprise a wealth of valuable knowledge and experience. We believe this generation views work as an obligation: they respect authority and tend to take rational approaches to shop.

When Communicating with the Silent Generation

Acknowledge their experience

Use good grammar and clear pronunciation

Link your message to company history

Baby Boomers – Born 1945 to 1964

Significant Influences

Economic prosperity and recession, expansion of suburbia, television, Vietnam, Watergate, protests and human rights movements, sex, drugs, and rock ‘n’ roll

Characteristics

Idealistic, competitive, question authority, desire to put their own stamp on things, challenge institutions

Boomers grew up in the post-WWII era when the economy was the healthiest the country has ever known.  Parents and teachers taught them, “You can be anything you want to be, including President of the U.S.”   They turned the organizational hierarchy on its head, revolutionized the workplace, and devoted themselves to 60-hour workweeks.

Baby Boomers are approximately between the ages of 45 and 64. The older members have begun to retire from the labor force. This generation occupies most of the senior-level management roles. They are often stereotyped as extremely focused on work, and they possess a strong work ethic.

When Communicating with Boomers

Take time to establish rapport

Link your message to company vision and values

Acknowledge their work ethic

Generation X (Gen-Xers) – Born 1964 to 1981

Significant Influences

Sesame Street, MTV, the Game Boy, the personal computer, divorce, AIDS, crack cocaine, missing children on milk cartons and missing parents at home.

Characteristics

Eclectic, resourceful, self-reliant, distrust of institutions, highly adaptive to both change and technology.

Gen-Xers grew up amidst corporate layoffs, recession, inflation, and the Watergate hearings.  Technologically adept, they want more fun and flexible workplace.  They complain their older co-workers “live to work” while they simply “work to live.”

Generation=Xers are approximately between the ages of 33 and 53. The oldest members could be entering senior-level management roles while the younger members are pursuing mid-career supervisory roles. Many members of Generation X embrace diversity, technology, and entrepreneurship.

When Communicating with Gen-Xers

Get to the point

Avoid buzzwords, cliché, and hyperbole

Lighten up

Nexters (Generation Y / Millennials) – Born 1980 to 2000

Significant Influences

Fall of the Berlin Wall, expansion of technology and the media, a mixed economy, natural disasters, violence, drugs, and gangs.

Characteristics

Globally concerned, integrated, realistic, pragmatic, cyber literate, media-savvy, and environmentally conscious

Millennials are coming of age in an era in which it’s once again popular to be a child.  Digital in diapers, they see the world as connected, global, and round-the-clock.  Although they’ve only begun to arrive in the workplace, and they are still “works-in-progress”, it appears they may be new-fangled versions of their WWII grandparents and great-grandparents.

Generation Y or Millennials are approximately between the ages of 19 and 39. The older members are in the labor force while the younger members are still completing their formal education. This generation is known for being optimistic and goal-oriented: they are known for enjoying collaboration and multitasking, are comfortable embracing emerging technologies, and appreciate meaningful work.

When Communicating with Nexters

Be positive

Be open to their ideas

Generation Z – Born after 2000

Weaned on smartphones, these kids are the first true digital natives. For many families, this gadget-savvy group that is up on most things Web is the go-to source for information. This gives Gen Z significant influence over household purchasing decisions and behaviors.

This generation is also more brand aware than any before it. Note, a child of this generation can recognize almost 100 brands by age 3.

The bottom line

It is critical for businesses to segment their customers by generations. Learn about and talk through generational issues so as to assist in building customer relationships.

In engaging customers, acknowledge and appreciate differences. In moving forward, continue to develop your knowledge of each generation’s preferences.

So what’s the conclusion? The conclusion is there is no conclusion. There is only the next step. And that next step is completely up to you.

It’s up to you to keep improving your customer attention and focus. Lessons are all around you. In many situations, your competitor may be providing ideas and or inspiration. But the key is in knowing that it is within you already.

All you get is what you bring to the fight. And that fight gets better every day you learn and apply new lessons.

When things go wrong, what’s most important is your next step.

Try. Learn. Improve. Repeat.

Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he blogs on topics that relate to improving the performance of your business. Find him on Twitter, and LinkedIn.  

Digital Spark Marketing will stretch your thinking and your ability to adapt to change.  We also provide some fun and inspiration along the way.  

More reading from Digital Spark Marketing’s Library: 

10 Laws of Customer Experience Design

What Little Things Small Businesses Can Do To Build Customer Relationships

Customer Experience Improvements Begin with Understanding Their Value