Jessie Newburn
Jessie Newburn a guest contributor to Grow Smart Business in the area of Generational Marketing and according to her bio, an Iconic GenXer, who provides strategic direction and business services to clients for almost two decades. Her work centers around integrative communications, social media and applying generational dynamics to current and coming organizational concerns.
Jessie has deep roots in traditional marketing and communications, along with a broad understanding of social media. This is the second part in a series of posts on the topic of Generational Marketing. This post deals with America’s extant generations and varying communication styles.
Impact on Communications is Huge
As the natural progression of generations occurs, the resonating style of communication in a culture changes as well. This shift happens about every 20 years. Looking at generations as groups of people who were exposed to world and national events in their childhood sheds light on the formation of their general world views when they are adults.
Communication Styles Across Generations
Here’s a quick look at the extant American generations and how, in very broad terms, they orient toward world issues and communications. This information sheds light on –
1. how the different generations want to communicate
2. what kinds of messages (and technologies) they receive more readily and
3. strategic communication tactics that have a higher likelihood of being effective.
Silent Gen elders – Value nuanced communication, sensitivity to minority positions; they are masters of policy, committees and processes. They trust credentialed experts. Communication style: administrative, policy-oriented, letter of the law. Masters of the expert opinion, think tanks.
Boomers – Value vision and mission; believe in the importance of personal indulgence over institutional might. Communication style: megaphone. Brilliant message crafters. Good creators of content that aligns to purpose and values with appeal to higher purpose and meaning. Masters of radio and TV delivery.
GenXers – Value pragmatic, realistic approach to daily life. Now-oriented, tech-savvy, nimble. Interested in function, efficiency and resourcefulness. Communication style: independent, not connected to an organization; focused on micro-subjects and personal expression of style work. Masters of the internet, blogging and publishing resources.
Millennials – Value team, cohesiveness and their special mission as a generation. Collegial, conventional and deeply focused on peer-oriented activities for their full life course. Communication style: upbeat, rally together, focused on the activity and approval of their peers. Masters of mobile and hand-held devices.
Homeland Gen – Too young now, but will begin consuming media soon. To reach them, think Silent Gen (above), but with using new tools and technologies. Think virtual for reaching them.
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