Social analyst Mark McCrindle did a study to further understand the way families communicate, and four clear consumer trends that have emerged along with four behavioral patterns.
One lesson from the research is that the theory you have to be young to be switched on is false. ‘Your use of technology is strongly linked to behavioural patterns or attitudes to life, rather than age,’ Mr McCrindle said.
So when it comes to being a consumer, then who are you?
1. Downagers – who is Generation Y in attitude but not in age. You often hear that young people are the early adopters of technology, but it is actually the baby boomers who spend more on technology than any other generation. They’re using the technology, they’re connecting, they’re social networking and they’re texting their kids.
2. Explorers – they are positive towards technology, they’re looking to use technology, but they’re new to technology.
3. Power Workers – They’re using technology not just in a social context and they’re not new to technology. They are empowered by technology. Yhey’re using it in a very useful and productive and profitable way.
4. Traditionalists – They just are not interested or motivated by the technology.
Along with the consumer groups, there are the four behavioral labels.
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Here are some great tips to help you to understand how to manage the Gen Ys in your organisation.
- Understand their motives and values. Work is a social outlet for them and they value being part of a bigger community, so engage them in the team’s vision. If they feel part of the team, they’ll work towards the common goal.
- Involve them in decision making. They like to contribute.
- Embrace their ideas. Ideas are their strength and they often bring them to managers, even if not requested,
- Salaries and promotions are not the big motivators, though they expect to be paid well. They want to have fun at work, so create a social environment with training opportunities.
- Be flexible. They like to travel, explore new pursuits and get engaged in big social issues like animal rights and the environment. Finding ways to allow them to pursue their activities through unpaid leave will increase their longevity with the company.
- Provide lots of stimulation. They’ve grown up watching five different screens at the one time so they’re used to being entertained. Offer a variety of roles or the chance to move between positions and divisions.
- They like to be mentored.
- Set ground rules around social networking and technology usage early and firmly. Expect to be challenged on them and be ready to justify your policies. They will comply if the rules are explained.
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Generational warfare has been around ever since Adam and Eve had their first children. Because each new generation approaches life and business from different perspectives, based upon our experiences or lack thereof, we often see things differently. But in this day and age, when technology is changing our world every second, we need to be more aware of how each of the various generations are thinking, learning, communicating and even purchasing.
By then approaching each generation from a solid knowledge and understanding base, we will then be better equipped as business owners to get our message out to every age group, and as a direct result will begin to do more business and have more satisfied customers and employees in our circle of influence.
In her article ‘Workplace Warfare: Baby Boomers, Gen X and Gen Y’ Elissa Collier states that ‘Lately, everyone is talkin’ ‘bout your generation. With an age gap of nearly 50 years between the oldest and youngest employees in some organisations, there is a broad range of perspectives, needs and attitudes floating around the office. Today’s workplace is most definitely a multi-generational one – and each generation has its own set of expectations, needs, values and working styles.
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