I am always a little suspicious about analysing behaviours based on generations. I get that you are shaped by your world experience, but I do think that too many attributes are assigned to generations when they should be assigned to age.
Generation Y is seen as lacking loyalty because they have short job tenures. Of course they have – they haven’t been in the workplace long enough to clock long years, particularly those who are battling to get jobs in the first place. Was Generation X any different at the same age?
Ditto interest in finances and pensions – which cash-strapped generation of 20-somethings from any of the past five decades was more interested in savings than today’s youth? Zero, in my opinion.
Where there does seem to be a big generational difference is the way the various age groups communicate. Put your hand up if a parent (or grandparent) of yours still emails round robin jokes or uses a ‘non-smart’ mobile phone. And the teenagers you know – are most [BlackBerry Messenger] BBM addicts?
These two groups are the bookends to the vast change in communication we have seen in the past 20 years, with more to come, no doubt.
This is a gentle reminder to all of us that just because we are comfortable with a particular type of communication – formal letter, What’s App, LinkedIn, email, text, Twitter and so on, and on – it doesn’t mean it will suit everyone, hence why the art of communication really is an ‘art’.
Debi O’Donovan
Editor
Employee Benefits
@DebiODonovan
Exactly Debbie. This broad brush generational communication thought is plain lazy. One size does not fit all when it comes to explaining, educating or communicating to any group, pensions or any other industry.
It’s up to us as professionals to consider all types of communication tools when looking to get our messages across clearly and cost effectively.
Also completely agree, deciding what communication channel to use is an art. I have just been reading an article on the importance of using a comprehensive social media model to better all aspects of a business, and I completely agree with that for todays society. However, at the same time you cannot forget the customers who prefer a good old fashioned letter posted through their door.
I agree with your suspicions that simply apportioning labels such as ‘Gen Y’ are too simplistic to work out how best to communicate, and therefore engage, with people. However, there is growing evidence to suggest that the increasing proliferation of smart phones is facilitating how all ages ( and generations) communicate. Indeed, I would argue that there is growing expectation from all ‘groups’ to be able to work more flexibly and therefore will rely more on their smart phones, tablets, etc. and the applications that come with them. So, although I agree the art communication is still an ‘art’, the science of communication does and will have an influence.
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