While delving into the world of Social Media Marketing, we at Three Chicks Catering have discovered the very interesting subtopic of generational studies. At first glance, judging someone by their generation seems like stereotyping, however, once you spend a little more time in the subject you will discover some truths that will make relating to other generations so much easier. There are five major generations of the last century and four of these are active in the workplace. This contributes to opportunities of miscommunication all over the place. While some of the exact years are contested, this is a list of the traditionally recognized generations in the 20th century;
Born Between 1900-1924 GI Generation – This generation is comprised of our national treasures that fought in WWII. They have known nothing but hard work and sacrifice. My mom sings in retirement homes and these are the people who close their eyes and sing songs like the Battle Hymn of the Republic with tears streaming down their faces. Their memories are spotty, but they identify with the struggles and horror of war.
Born Between 1925-1944 The Veteran Generation – This generation is also a hard working bunch who were raised by the GI Generation. They believe in work before leisure time, traditional pyramid hierarchal structure, and very formal communication styles. Clients of this generation prefer to have menus/proposals mailed to them to look over. Everything is carefully calculated and decisions take time.
Born Between 1946-1964 The Baby Boomer Generation – This generation is one of the most outspoken of the last century. They rebelled against their parent’s way of life and cling to values such as making the world a better place through hard work and getting involved. People of this generation respect job titles, public praise and financial compensation for a job well done. Rather than the formal memos of the generation before them, Baby Boomers prefer to discuss important matters in person. Clients of this generation are appreciative of sitting down with our event coordinators to discuss details, pricing, etc.
Born Between 1965-1980 Generation X – This generation is the first to demand that a value be put on their personal and family life. Work is about the challenge, not necessarily the paycheck for Generation Xers. They want immediate feedback and constructive criticism whereas the generations before believe that “no news is good news.” Their communication style is based on instant response so they prefer the use of cell phones and other technologies. Clients of this generation are very happy planning events over the phone and typically have little need for formal meetings. Typically meetings are planned with the parents in mind.
Born Between 1981-2000 Generation Y or Millenials – This generation has never known a world without internet, cell phones, texting, etc. Everything moves at lightning speed and Millenials place a high value on their friends and family. Work should be challenging and a way to pay the bills. Achievements are based on personal growth and the opportunity to work with intelligent peers. Their communication style utilizes e-mail, text messages, social media, and voicemail. The use of the phone for actual vocal communication seems almost archaic. Clients from this generation are perfectly comfortable planning an event totally over email.
It is important to note the values of each generation because what will work for the client of one generation will be unacceptable for the client of another. When I am contacted by a client, I try to mirror whatever mode of communication they used to contact me because it is typically the form they are most comfortable with.
Nems Scarim (owner chick) has recently started a series in which she speaks about generational differences. In fact, she is sharing her insights with the Business and Professional Women’s group of Kent today. Knowing a little bit about your clients before you start is a great way to put them at ease.
