The language and phrasing in AE firm strategic business plans is often crafted by baby boomer owners, and that can pose challenges for younger generations in the workforce—namely millennials and Gen Zers. Bridging this generational gap requires not only understanding the distinct communication styles of each cohort but also translating strategic initiatives into language that resonates with their values and perspectives. Before we explore several examples of baby boomer-specific prose and how their statements can be effectively translated for millennials and Gen Zers, let’s take a quick look at what tends to make people in these generations tick as well as their communication preferences and tendencies.

Baby Boomers: Born between the mid-1940s and mid-1960s, baby boomers bring a wealth of experience and wisdom to the table. They typically prefer more traditional communication methods, such as phone calls, face-to-face meetings, and written memos. Baby boomers value formal communication channels and may view digital platforms with some skepticism, preferring personal interaction over digital communication tools. In terms of decision-making, baby boomers tend to value hierarchy and authority. They may prefer top-down decision-making processes, where leadership provides direction and employees follow suit. However, they also appreciate thorough analysis and may take time to deliberate before reaching an agreement.

Millennials: Born between the early 1980s and the mid-1990s, millennials are known for their tech-savviness and collaborative nature. They are comfortable navigating various digital platforms and value transparency and inclusivity in communication. Millennials seek feedback and consensus (or at least buy-in) in decision-making processes, thriving in environments where ideas are openly exchanged and everyone’s voice is heard.

Gen Z:  Born from the mid-1990s to the early 2010s, Gen Zers are true digital natives who prioritize efficiency and authenticity in communication. They prefer brief and direct interactions, often using digital platforms for communication. Gen Zers value autonomy and individual expression, appreciating opportunities to contribute their ideas independently.

Yet, despite their differences, all three generations share some commonalities in their communication styles. While baby boomers may prefer traditional methods, many also recognize the importance of adapting to technological advancements. Furthermore, all three generations place importance on clear and effective communication. Whether it’s through traditional channels or digital platforms, they seek clarity and understanding in their interactions. Finally, they share a commitment to fostering collaboration and mutual respect in the workplace, recognizing the value of diverse perspectives in decision-making processes.

Now, let’s look at some “baby boomerisms” and how to reframe them for millennials and Gen Zers.

“We must leverage synergies across our service lines to optimize operational efficiencies and maximize shareholder value.”

Translation: “Let’s collaborate across teams to streamline our processes and deliver greater value to our clients and stakeholders.”

Explanation: While baby boomers may value efficiency and optimization, millennials and Gen Zers prioritize collaboration and meaningful impact. By emphasizing teamwork and client-centricity, the translated statement aligns more closely with the values and aspirations of the younger generations.

“Our strategic imperative is to achieve market leadership through vertical integration and strategic partnerships.”

Translation: “Let’s focus on becoming industry leaders by expanding our offerings and forging strategic alliances with key partners.”

Explanation: Millennials and Gen Zers value innovation and adaptability, preferring flexible and agile approaches to growth. By emphasizing expansion and collaboration rather than traditional hierarchical structures, the translated statement resonates more strongly with their preferences and aspirations.

“We must enhance our brand positioning and market penetration through targeted marketing campaigns and brand repositioning efforts.”

Translation: “Let’s strengthen our brand presence and reach by engaging with our audience authentically and creatively across digital platforms.”

Explanation: Millennials and Gen Zers value authenticity and purpose-driven marketing, favoring brands that align with their values and beliefs. The translated statement emphasizes the importance of genuine connections and innovative approaches to marketing, resonating more with the preferences of the younger generations.

“Our top priority is to achieve revenue growth and profitability through cost optimization and revenue diversification strategies.”

Translation: “Let’s focus on driving sustainable growth and financial success by finding new ways to add value and generate revenue.”

Explanation: While baby boomers may prioritize financial metrics and cost-cutting measures, millennials and Gen Zers are more likely to focus on innovation and value creation. The translated statement highlights the importance of innovation and value creation, aligning more closely with their ambitions.

By acknowledging and comprehending the unique communication preferences and values of each generation, AE firms can cultivate inclusive environments where every individual feels respected and appreciated. When such inclusivity is fostered, it not only enhances understanding but also encourages the genuine acceptance and integration of a firm’s strategic initiatives across millennials, Gen Zers, and baby boomers alike.

Original content can be found at www.morrisseygoodale.com.

Do you have experience and expertise with the topics mentioned in this content? You should consider contributing to our WTWH Media editorial team and getting the recognition you and your company deserve. Click here to start this process.