Communicating Across the Generation Gap

Did you know that there are now six generations interacting with businesses and organizations as purchasers? Whether you call them customers, clients, donors, investors, subscribers, or any other name, each generation was shaped by what was going on in the world during their childhood and teenaged years. Those events influenced each generation’s thinking, including the values they hold, their expectations for behavior, and the way they like to communicate. And this has implications for crafting a marketing message and approach.

The Generations
According to leadership coach Bea Fields, president of Bea Fields Companies in North Carolina and co-author of Millennial Leaders: Success Stories from Today’s Most Brilliant Generation Y Leaders, here is an overview of each generation: