Generational Perceptions: Workers And Consumers

Abstract

Today’s workers and consumers consist of four generations of individuals raised with very different technologies and lifestyles. How does this affect attracting and retaining individuals as workers or consumers? Generational differences of Traditionalists, Baby Boomers, Generation X and Generation Y may influence their values and preferences. Why will understanding these dissimilar perceptions be important? According to Murphy (2007), “different perspectives on issues like work ethic, leadership, and authority can cause conflict, frustration, and misunderstanding if not managed well” (p.18). In a recent “World of Work Survey” (2008), the older and younger generations noted l ittle or no interaction with the other. This is not conducive to a cooperative environment where working with and learning from one another can be vital. Understanding what appeals to the generations as consumers is also critical for organizations. T argeting specific generations for their preferences and reaching them through media that is suitable to their style is an important marketing trend (Marconi, 2001). Customizing for these dissimilar cohorts will require knowledge of their particular attitudes and inclinations. Understanding these different perceptions will enable improved communications for the workforce and the consumer. This paper seeks to clarify some of these differences.