As a brand philosopher, critical decisions must be based on observation, research, analytical and emotional trend analysis, our evolving understanding of the human experience and yes, a dose of futurism.
Humans, as a life form, are quirky at best and on bad days, challenging. Humans, in different latitudes and longitudes express a few common characteristics from food preferences to generational behavior. Some zones of interaction pride themselves on inclusivity with all ages sharing life experiences together. I always wanted to emulate my best friend’s Italian heritage, all sharing life, laughter, meals and experiences together. My Scottish DNA was one of wanderers, the noble fighters, the highland poets, which I credit to the cold draughts under those scratchy kilts.
Other forms of life follow their own generational patterns. On the African savannas, the water buffalos let the slower elders at the rear of the herd as a potential sacrifice to encroaching attacks allowing the younger generation the opportunity to be free.
Trees have a more gentle approach, building canopies of shade to shelter their next generation.
Today there are humans who feel the necessity to brand every age. From Boomers to Zoomers and multiple alphabet configurations assuming that Gen X, Y, and Z ad infinitum are radically different and cannot interact well with those outside their demographic.
As we have shared our unique marketing approach from blog to blog, we have proven these arbitrary divisions are nothing more than the intention to divide, conquer and sell a variety of marketing programs to the benefit of less reputable agencies. So much can be gained by interaction of all humans sharing the benefits of experience with the spark of enthusiasm.
Per writer, Mauro Guillen, “BMW is one of the world’s most recognizable brands, the maker of ‘The ultimate driving machine.’ Today, BMW is turning heads by pioneering the workplace, where as many as five generations of people collaborate and bring to the table their unique skills and perspectives. They have redesigned factories and the various sections within them so that several generations of workers feel comfortable toiling together, leading to productivity increases and higher job satisfaction.”
“The multigenerational workplace seems at first sight to be a recipe for cultural misunderstanding, friction, and conflict. Many people believe that generations are motivated by different aspects of the job like satisfaction, money, or employee benefits. They also differ in terms of their attitudes toward technology. For example, younger generations prefer to communicate via text messages and videos, while others use face-to-face modes more frequently. That’s why so many companies, including BMW, were once reluctant to mix different generations on the shop floor or the office. However, there are distinct advantages to having several generations collaborate with one another. BMW noticed that more mature workers may gradually lose mental agility and speed, but use other resources to fix problems, often based on experience.”
Here are 5 concepts that truly work to bridge the generations- young to old, old to young – in marketing as well as in life.
- Sincerely ask how they are, their interests, their successes as well as challenges.
- Listen with interest and without preconceived evaluations.
- Share relevant ideas and stories that acknowledge their successes, address their challenges or enhance their viewpoint.
- Be patient. Age does not determine speed of thought or activity.
- Celebrate the experiences.
So it is true, and now proven, that we can all get along, that we can share our knowledge, experience spiced with enthusiasm. The future is bright. Viva la Similarity.
Gillian