Generational insight and its increasing impact and importance on our lives

By Clive Sexton

It would be all too easy to give my predictions for 2009, but far more important is the increase in how the differing generations interact with one another.

The majority of us will have spent time over the Christmas and New Year period with Matures (born between 1925 and 1945), Baby Boomers (born between 1946 and 1965), Gen(eration) X (born between 1965 and 1977) and Generation Y (born between 1977 and approximately 2000), sometimes also referred to as the 'Millenials' or 'The Net Generation'.

It is widely recognised by sociologists that there are ever growing differences between the generations. As the father of two daughters in Gen Y (20 and 18) and a daughter who is almost 4, who is Gen(eration) V (Generational Virtual), the difference is staggering - toddlers and older children are hard wired to approach technology in such a different way to previous generations.

So what are the differences...well
The Matures are characterised by words like 'duty, honour, country, dedication, conformity, hard times then prosperity, doing a good job is most important, age equals seniority'.

The Baby Boomers are characterised by words like 'workaholic, competitive, optimistic, consumers'. Defined by their job, they need personal development. Boomers did not get jobs they got careers; head down, work hard and recognition will come, Boomers are the live to work generation, they are willing to go the extra mile and need to be included in decision making.

Generation X are taught to question authority at a young age, have seen life time employment end; time is a currency equivalent to money; they question the sacrifices made by the Boomers (often their parents) to achieve success, latch key children, independent loners, nomads, not team players. The first of the ëwork to liveí generation and the vanguard of the free agent generation, less loyal and always looking for a bigger deal.

Generation Y are optimistic, individual, group orientated, time equals money, busy short time horizons and like X'ers have been raised as their parents friends! Gen Y will often see work as ësomething they do in between weekendsí. Y's have been described as X-er's on steroids!

X-ers and Y's see the world differently, they seek jobs which are of interest, they seek variety. They do not seek jobs where being part of a successful team is an incentive, they want jobs where their individuality is recognised and rewarded.

In terms of time, Matures and Boomers were happy to work longer hours, seeing it as an investment in the future. Whereas time is something that X-ers and Yís are reluctant to give away.

In terms of teams

* Matures produce quality - they are not about individual recognition;

* Boomers - everyone works until all the work is finished - committed to the team;

* X-er's teams are not defined by proximity - each person has a unique role;

* Generation Y - what will the team do for me?

Loyalty and satisfaction are largely measurements of the emotional connection between people and their work.
Whether the job is good or not or whether they are happy is largely determined by their relationship with their boss. X-er's and Y's are loyal to people not companies. X er's and Y's rarely quit their job, they quit their leader. X-er's and Y's require connectivity with their boss, and an ability to be themselves.

There is a 'Gen' tension - Boomers don't understand the XY drivers and vice versa so, for example, Boomers need to explain what needs to be done in the workplace, right now or in the near future as the X and Y generation have no concept of the mid-term or long-term, only the here and now matters.

Communication
Each generation does not necessarily communicate in the language of the generation they are wanting to address, i.e. employers focus on academic achievement ...graduates focus on work/life issues...and two out of three graduates are returning home (unlike the Boomers who could not wait to leave home) in this new age of adult-olescence or KIPPERS...Kids in parentsí pockets spending retirement savings!

In terms of recruiting each generation

* For Matures...focus on company history, company credibility, flexible scheduling, mentoring roles, pleasant workplace;

* For Baby Boomers...hard work will pay off, stability to the organisation, teamwork leader position, leadership positions, exposure to senior leadership. Success needs to be visible...plaques and trophies;

* For X er's...short and long term options, 'seize today', recognise their knowledge of technology, have a backup plan, live for today, but prepare for tomorrow, peer to peer, walk the talk ...esteem is critical, time is equivalent;

* For Y's you must be a unique fit for them, peer to peer is very important, spend time answering their questions, and admire them as individuals. 40% of graduates expect to leave their job in the next two years, 91% of graduates say they are ready for work, 56% of employers say no they are not! Self actualisation is key.

So going forward, for there to be harmony and mutual satisfaction at work, it is really up to the Matures and Boomers to tune into the new generational needs, not simply to pander to them - but to understand their different drivers - and then perhaps impart some of their own different, but sound work ethics, to enable these new generations to be the best that they can be.


Many thanks for the inspiration behind this blog to Stephanie Campbell whose first notes inspired me, Capital Law LLP, Cam Marston, Harvard Business Review, KPMG Report, The Times CNN Money.com and of course Wikipedia.