Generations Strengthen Workplace Culture

In my conversations with insurance marketers in various stages of their careers, they often say they’re challenged by how to collaborate with the age groups in the workplace. 

How does Gen Z “manage up,” Gen X “manage down,” and Millennials manage everywhere? Managers in particular are struggling with four very different generations; they are the switchboard operators often stuck in the middle.

If you care about your culture—and you should—this is a big deal. We all crave a happy, high-performing workforce that keep all ages engaged. Yet, generational conflict impacts teamwork, productivity and retention. The conflict arises from preferences: Boomer and Gen Xers value stability, while Millennials and Zoomers seek rapid growth and flexibility. Younger generations thrive on innovative digital tools and quick feedback; older generations want to stick with what works. 

First, here is who we’re talking about: Zoomers (born between 1997 and 2012) are ages 13 to 28. This huge generation (68 million) surpassed Boomers in workforce numbers this year. For comparison, Millennials (ages 29-43) number 72 million and Gen X (ages 44-62), 64 million. The older workers hanging around are Boomers (ages 61-79); they’re retiring (from at least full-time work) by the tens of thousands every day, accelerated not just by age but by corporate “reductions in force.”

At the recent IMCA Ignite conference, I conducted a session on these issues with Warren Wright, founder of Second Wave Learning. We outlined some advice. Here is a recap:

Employer of choice. Insurance is an ideal industry for the youngest of workers: Gen Z. It’s a business with a purpose, gives back to communities, and offers lots of different job types. But because Zoomers value experience over things, managers need to get Zoomers out of the office for customer visits, conferences and job-shadowing. Expose them to more positions around the organization. Rotate who they work with. They’ll get bored quickly doing the same thing in a cubicle.
 

Zoomers are blank slates, said Warren. “They might not be able to make eye contact or shake someone’s hand. You’ve got to be the parent in the relationship. You have to take them out into the world. But you’d better win them over because they can teach you a few things too.”

• Informal sessions. You don’t want your younger workers to shut up and not ask questions. Talk with them; not about them or at them. Organize short, informal sessions called “Generational Spotlights,” where each group shares what motivates them, how they prefer to work, and misconceptions they’d like to correct. This breaks down assumptions and builds empathy. 
• Two-way mentorship. Make mentorship go both ways (aka “reverse mentoring”). For example, Gen Z can teach automation hacks and AI prompts. Gen X and Boomers can share stakeholder management tips.
• Micro-feedback. Managers should shift from the dreaded annual review to continuous micro-feedback. This aligns career expectations and strengthens culture and retention. Offer more real-time, bite-sized comments and advice (especially important for Gen Z and Millennials). Managers could have short, one-on-one check-ins with teammates, say, during a “Feedback Friday.” 
• ‘ZEO group’. Give younger workers purpose and voice in strategy. They were raised to believe their voice matters. A Gen Z expert, Rutgers Professor Mark Beal, says every organization should create a “ZEO group” to bring fresh, innovative solutions to stale problems in an organization. Zoomers are motivated by purpose and like to see and participate in the big picture. They are digitally intuitive, so let your ZEOs recommend how to deploy AI, for example. 
• Communications alignment. Train managers to flex their communication style by generation. Hold a team session to align on when to use email vs. chat, expected response times, and emoji and tone guidelines. This reduces misinterpretation between digital natives and digital migrants.

Yes, each generation is different. But each brings a set of superpowers to the workplace:

• Boomer: loyalty, work ethic, institutional wisdom
• Gen X: independent, low-drama, high delivery
• Millennials: collaborative, adaptable, committed to mission
• Gen Z: transparent, resourceful, values-driven

Consider your unique group of teammates. Generational dynamics truly matter in insurance marketing: for recruitment, retention, diverse opinions, succession planning, and understanding customer expectations. 

Let’s meet each other halfway “with honesty, options and a better roadmap,” as Warren said. 

Let’s create a workplace culture where all generations thrive.