Understanding Multigenerational Communication Preferences at Work

There are currently five generations that make up the U.S. workforce: Traditionalists, Baby Boomers, Generation X, Millennials, and Generation Z. To ensure they’re meeting the needs of each generation and understanding their perspectives, employers need to make an effort to appreciate how each generation prefers to communicate and function.

Generations Defined

From birth, individuals are influenced by their personal and social experiences. One’s personal view is unique to the individual based on individualized experiences. One’s social experiences are shared by others and help to form and define the generation they become a part of.

A group of people born within the same timeframe experience the same sociological events, which help to shape their worldview. For example, COVID will shape Generation Z’s behaviors as they continue to enter the workforce and will also be a defining and shared experience for the Generation that comes in after them. The invention of cell phones shaped Generation X as they entered the workforce. Millennials and Generation Z grew up in a high-tech environment compared to any other generation, and The Great Depression greatly influenced Baby Boomers.

Through consensus, generations are named with a date range of who belongs within that generation based on the types of influencing social factors that shape one’s worldview. There will also be individuals at the cusps of each generation that might share characteristics of both groups. For example, someone born between 1976 and 1981 might have Generation X and Generation Y characteristics.

Communication Preferences by Generation

Here is a breakdown of communications preferences by generation, including some influencing factors that drive those preferences.

The Silent Generation (aka Traditionalists)

Traditionalists are those born between 1928 and 1945, making them between 7 and 95 years old as of year-end 2023. Also referred to as the Silent Generation, they make up about 5.76% of the U.S. population and 2% of the workforce.

Traditionalists were shaped by the losses of WWII, the Great Depression, the Dust Bowl, and being drafted for the Korean War. They were considered a generation to be seen vs. heard and therefore learned to keep to themselves. With more than 50% of Traditionalists being veterans, the chain of command and management hierarchy that led to efficiency in getting things done became a part of the labor force. Traditionalists are also known for their hardworking and loyal nature.

In terms of communication preferences, Traditionalists prefer that communications be written and that they come from an authority figure. They prefer to receive their information directly from a healthcare provider, trusted public figure, or another expert in a particular field. The Traditionalists’ leadership and communication styles have left a lasting impression and are still much a part of how we operate in the work world today.

Baby Boomers

Baby Boomers are those born between 1946 and 1964, making them between 43 and 58 years old as of year-end 2023. They comprise about 21.16% of the U.S. population and 25% of the workforce.

National crises like the Cuban Missiles Crisis, Vietnam War, and the JFK assassination shaped Baby Boomers. In part due to these types of events, trust and credibility are important to Baby Boomers. As a result, this generation responds well to credible communication that they feel they can trust.

Baby Boomers appreciate direct, decisive, and personalized communications. They tend to like receiving printed mailers, enjoy personal relationships with their providers, and appreciate intimate, in-person presentations. Word-of-mouth referrals are often preferred, and they tend to innately trust their healthcare providers.

Generation X (aka Gen X)

Generation X is comprised of individuals born between 1965 and 1977, making them between 43 and 58 years old as of year-end 2023. Also referred to as Gen X, this population makes up about 19.83% of the U.S. population and 33% of the total workforce.

The Gen X population grew up sandwiched between the Baby Boomers and The Millennials, making it challenging to care for both their aging parents and their children. Gen X’s formative years were shaped by an expansion in technology and increased television consumption, with Cable TV becoming more readily accessible. The access to television meant increased exposure to things like political scandals, the dotcom bust, and the AIDS epidemic, which led to an increased lack of trust in institutions for this generation, making them a generally skeptical population. It’s not uncommon for the Gen X population to question authority, so they appreciate transparency and honesty to build credibility when it comes to communications from leaders and organizations in general.

Those within the Gen X population tend to prefer communications that are to the point and direct, with efficiency being key. Visuals are also ideal for this population, so think of websites with lots of visual aids and easy-to-navigate links to necessary information and resources.

This generation is also active in requesting and researching information and is likely to rely on several sources of information before making major decisions, like medical decisions. They are more likely to seek out recommendations from traditional sources than Millennials are, though do like an abundance of information that is easily accessible, similar to Millennials.

Generation Y (aka Millennials)

Millennials currently make up the largest group in the labor force today. Also referred to as Generation Y, or Gen Y, they were born between 1980 and 1996, making them between 27 and 42 years of age as of year-end 2023. They make up about 21.75% of the U.S. population and 35% of the labor force.

Millennials entered the workforce hearing that they were often entitled and lazy, making it challenging for many of them from the get-go. They also grew up during a highly tumultuous time, with tough and devastating events, like the Columbine school shooting, the 9/11 terrorist attacks, the 2008 recession, and the COVID-19 pandemic shaping their worldview. Trust does not come easy for this generation, and instead of simply doing what they are told to do, they want to understand why they are being told to do it. As a result, this generation prefers organizations that present authentic, open, honest, and collaborative dialogue and communications.

Communication through technology is key for Millennials. They prefer their communications to be easy to access and convenient through ways like text messaging, social media, and websites. Millennials are more likely to seek out peer advice than expert advice and like to have lots of information accessible at their fingertips. In terms of brand loyalty, emotions tend to drive Millennials.

Generation Z (aka Gen Z)

Also referred to as Gen Z, Generation Z comprises individuals born between 1997 and 2012, making them 11 to 26 years old as of year-end 2023. They make up about 20.67% of the U.S. population and 5% of the U.S. workforce.

Generation Z, like Millennials, also grew up in challenging times, though due to different events. Gun violence, a recession, debates over global warming, the War on Terror, and widespread disease have influenced their formative years, leading to high levels of anxiety and stress at a young age. Additionally, they are the first generation to grow up without any recollection of dial-up internet or the pre-smartphone era. Like Generation Y, Gen Z does not trust easily. Individuals of this generation need to be shown that organizations value their people as much as they do their bottom line.

Though Generation Z is highly tech-savvy, they tend to prefer face-to-face personal communications and digital communications by email or text messages. They also like to keep their professional lives separate from their personal lives, so they generally prefer to use social media for personal communications vs. professional communications. Because Gen Z is still relatively young, with many yet to enter the workforce, they tend to turn to a parent figure for input on major decisions, like medical decisions.

Taking Steps to Communicate Effectively

It should go without saying that each individual within each generation is unique. And no single individual will encompass all of the facets that define a generation in the workforce. However, understanding how a generation generally responds and shows up at work is one element to navigating how to best meet their needs and offer communications that they can more easily receive based on their preferences.

Doing research by reading posts like this one is a great starting point. As an employer, you can also survey your employees to get a better understanding of their communication preferences. Is what you’re currently doing working for them or not? What forms of communication might they prefer? Are there ways to expand your current communication methods to reach more of your population’s preferences?

It can also be beneficial to offer communication and generational training to help your leadership team, and employees better understand each other. Understanding where each person is coming from can often make meeting their needs and communicating with them an easier process.

For more information or support in navigating the needs of your multigenerational workforce, including different needs in terms of benefits and insurance, KBI’s expert brokers might be able to help. Contact us today for more information.