Demographics or psychographics? Should HR be focusing on what generation you are from?
Nov 26
Generational differences- is it something we should be focusing on now?
There is a lot of talk about the different generations these days and how we in HR manage the situation. Previously, when employees held the power in the market we witnessed organisations scrambling to train their boomer and even Gen X Managers on how to manage Gen Y. Now since the GFC people are wondering whether all those boomers will be heading on out the door as soon given that their retirement funds have suffered, and others are talking about how Gen X is going to step up to the plate as the new leaders.
Recently I was asked my opinion on this and at first I found it difficult to comment given that I am currently working in a public sector organisation that has staff with long tenure and low turnover. Moreover, what they do is their life- it’s not something they just turn up to everyday because it pays the bills.
When asked about the gaps between the generations I initially thought (as a Gen Y)- wait a minute- I’m nothing like my parents! Don’t lump me into the same pile! I’m cool; I like to go clubbing and I like the internet and wear bright colours just because I can. My parents are anything but that.
Grampa Simpson rants again..
Quick run down on the generations:
Boomers (Born 1942-1960)-
- Competitive, hard workers (strong work ethic); also workaholics
- Career-focused, driven
- Work ethic is based around time not necessarily results
- Status is important; respect hierarchy
- Wary of authority
- Team orientation
- Value personal growth
- Prefer face to face and more formal communication styles
- Loyal to a job
- Strong core values are important
- Value creativity
- Like to take risks
Gen X (Born 1960-1980)-
- Self-reliant and independent
- Egalitarian
- Entrepreneurial
- Cynical and outspoken
- Work hard, play hard
- Think globally
- Creative, fun, and informal.
- Value flexibility- work life balance and diversity is important to them.
- Value team work and network of friends
- Results orientated
- Don’t see things in black and white
Gen Y (Born 1980-2005)
- Autonomous
- Constantly connected; communicating and networking with other via technology.
- Very techno-literate
- Bored easily- require stimulus
- Optimistic; have a positive outlook
- Close with their families.
- Socially conscious
- Risk-averse.
- Expect to change jobs frequently
- Unimpressed by authority- respect still needs to be earned
- Team players who are goal-orientated
- Respond to humour but look for the truth
- Want to make a difference
Source: McCrindle, M. ‘The ABC of XYZ: Generational Diversity at Work’, McCrindle Research Pty Ltd.
So many comments I hear are around Gen X & Y versus the Boomers. Honestly though, it’s not what I am experiencing here. It feels more like Gen X and Boomers versus the new kids on the block, Gen Y.
What I mean by this is (and again talking from my current role in public sector), the boomers and Gen X here have worked alongside each other for such a long time now (remember long tenure and low turnover). They’ve worked out a way to get along despite some of their difference in opinion.
Suddenly the Gen Yers appear on the scene and want to do things differently and use technology to do everything. They have their iPods going and appear relaxed and casual in the workplace. I agree there are indeed similarities between Gen X and Y, but then again there are similarities between the boomers and Gen X. Also, there are Gen Xers who are more ‘boomer’ in nature due to their personal preferences and others who are more like Gen Y.
There is no doubt that a lack of understanding about the differences can lead to unproductive, inefficient workplaces which may be hostile and conflict-ridden.
However, should we in HR be focussing on educating people on the generational differences or behaviours we want to see from everyone in the workplace?
Professionals in the advertising and marketing world also think about consumer behaviour and at times look at generational difference (see McCrindle Research). So in thinking about this, I posed the question to twitter and one of the response I thought was spot on.
What are psychographics?
In the field of buzzwords, marketing, demographics, opinion research, and social research in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions). They can be contrasted with demographic variables (such as age and gender), behavioral variables (such as usage rate or loyalty), and firmographic variables (such as industry, seniority and functional area).
Psychographics are often confused with demographics. This confusion can create fundamentally flawed definitions. For example, historical generations are defined by psychographic variables like attitudes, personality formation, and cultural touchstones. The traditionally defined “Baby Boom Generation” has been the subject of much criticism because it uses demographic variables where it should be using psychographic variables. While all other generations are defined by psychographic variables, the old Boomer definition is based on a demographic variable—the fertility rates of its parents.
A great perspective on things from another discipline.
I think instead on focusing on demographics in the workplace HR would be better to focus on something like psychographics; that is things like values and attitudes in the workplace. This is where work on culture, values and employee engagement comes in.
What do you think?
