On Oct. 22, PRSA (Public Relations Society of America) Hampton Roads hosted its annual Professional Development Conference with keynote speaker and generational expert Amy Lynch. Her presentation was eye-opening and surprising – mainly because it made so much sense.
Most of us work with people in at least a few of these generational categories. Learning more about the factors that shaped each group gave me a better appreciation for the different personalities and a new perspective on how to effectively communicate with them.
Do these generations sound like you or your peers?
Silents: “This is the way we’ve always done it…”
(born between 1926 and 1946)
Silents value standards, institution and loyalty. They believe in top-down communication and appreciate clear direction. This generation wants to know exactly what needs to be done according to protocol.
Baby Boomers: “You are a successful individual.”
(1946 – 1964)
Boomers were raised in an era of idealism; they want to make the world a better place. They strive to be unique and are focused on success and doing the right thing. Boomers also like to be on the cutting edge; did you know the average age of an iPad buyer is 48?
Gen X: “The Truth, the whole truth, and nothing but…”
(1965 – 1979)
This was the first generation exposed to two-way technology (AOL) and 24-hour media (CNN). They experienced political scandals, higher-than-ever divorce rates and a down economy. As a result, they are skeptical and ask hard questions, so don’t beat around the bush. Transparency is key, and they tend to appreciate a little sarcasm. Gen Xers also value family time; get to the point with them quickly, so they can work efficiently toward fast results (and go home).
Millennials: “Become a part of something big.”
(1980 – 1995)
Millennials were born during a time of global change… wars, shootings, 9/11. But they didn’t run from the crises surrounding them; they stepped right into them. They want to do something that makes a difference, something that matters. In fact, 51% of Mellennials would take a pay cut to have a job that makes an impact. They don’t just support a cause; they become it. They don’t want to be communicated to; they want to be engaged in conversation.
GenEdge: “What will you do with your life?”
(1996 – )
GenEdge has witnessed a recession, climate change and extreme diversity; and the result is resourceful, hands-on group very similar to the Silents. They are hungry for tangible products and more interested in developing skills than attaining degrees. Surprisingly (to me, a Gen X/Millennial), GenEdge is more private than its preceding generation. They are very technical, but they aren’t engrossed in technology. They don’t over-share information online; they use social media as a tool, not a way of life. They want to be communicated to honestly and realistically, like adults.
