Navigating an ever-widening workplace: how to meet the challenge of multi-generational communications.
Our jobs have become much more difficult. And it wasn’t that they were easy before. I don’t expect any of you decided to make your cause your job because solving the problem would be an easy win. But it wasn’t always this hard, right?
Sure, there was never enough time or money or people to do everything that needed doing. An almost endless supply of empathy was still a job requirement. Yet it is different now. Of course, the pandemic played a role in things changing, some for better, some for worse. COVID is like a bad sunburn from which many of us are all still peeling. But I’d argue that it was an accelerant, not an epicenter. Though there are multiple, cross-contributing causes, I believe four generations in the workplace is the single biggest culprit.
And by workplace, I mean both your coworkers and the people you are serving. The coming-of-age years of Baby Boomers, Generation X, Millennials and Generation Z have stark differences in culture, social mores and technology. These differences manifest in different communication needs. Work has become more difficult because effective communication requires code switching between generations. To that end, let’s examine how each cohort manifests the three most common behavioral science biases.
Confirmation Bias
Supporting existing belief systems
Baby Boomers grew up trusting the morning newspaper and the six o’clock news. Aligning with their preexisting beliefs means that trusted channels and messengers are critical, and the message needs to be delivered with confidence. Cognitive dissonance is what you’re trying to avoid with the Baby Boomer.
Contrasting the trust-seeking Baby Boomers is the skepticism of the self-reliant Gen Xer (b. 1965–1980). Growing up alongside political scandals, social upheaval and economic crises shaped a strong sense of independence. That means communications need to be fact-based, offer options and provide substantiation.
As the first digital natives, the Millennials form opinions based on their personal news feed. They need tailored messages that align with their socially responsible values. Motivate them by aligning your workplace culture and external messaging. Conflict with their feelings about diversity or sustainability, and your relationship is cooked.
The Gen Z cohort is pretty similar to the Millennials, though there are some subtle distinctions. Born between 1997 and 2012, this group reinforces their beliefs in real-time with peer-driven messages. Think TikTok and Instagram. Be authentic with these contemporaries or risk viral consequences.
Anchoring Bias
Interpretation through first information
The Baby Boomers are typically the most influenced by the anchoring effect. For some, their first house cost as much as their current car. This makes stability and long-term value paramount. The latest trend or discovery aren’t the way to position workplace decisions or the service you provide those you are trying to aid.
On the contrary, the Gen Xer is far less anchor prone. They crave control and choices. Don’t sell. Be transparent and present thoughtful information to the Friends fans who felt the pain of the tech bubble’s burst in the early 2000s.
Millennials have been shaped by online shopping. There’s a reason many internet retailers present a premium model first. That anchors the comparison shopper with a higher price. We’re not retailers, but we can learn from the distrust so many have cause among this contingent. Give choices, provide transparency and offer comparisons.
Our youngest group is about speed. Expedited by social media, the first story, trend or fad becomes an anchor point for Gen Z. This makes this group a difficult one for causes to reach. Use digital channels that let them discover you. The upside, treat them well and they will proselytize for you.
Availability Heuristic
Experience-based risk assessment
The older you are, the more recessions and conflicts you’ve seen. That tends to mean you’re more likely to overestimate the likelihood of further disruption. Whenever authentically possible, communication with Baby Boomers needs to promote stability and mitigate risk.
Likewise, Gen X has been shaped by events like 9/11 and the Great Recession. They tend to be more cautious or sometimes even suspicious. With them, you’ll be more successful if you can show how your intervention (or workplace) will render them more prepared or resilient.
Millennials are facing down the bill for their predecessors’ transgressions. They’ve been shaped by the reality of climate change and political instability. Consider optimistic messages and show how you’re working to make things better.
Having experienced an increasingly polarized society, Gen Z is the most highly attuned to inequality. They demand values-based themes such as social justice and equality. Growing up with content filled with photos, video and memes has made this generation highly visual. Communication with them needs to be kept concise and repeated frequently.
I’m intrigued by the confidence and certainty of each generation, and by the way both eventually evaporate. Every generation thinks they have it all figured out. Until the next one comes along and tells them they got it all wrong. What’s important is to remember that we’re shaped by our lived experiences.
If you’re finding work more difficult than ever, I hope thinking about other vantage points helps. The next wave of youngsters will be Generation Alpha, those born from 2013 until the mid 2020s. Their moniker was chosen because they represent a new beginning. Whatever our perspective, we can all use a bit of that.
Best,
Kevin
