How are you managing Generation G?
I was at a presentation during the week where I was reminded about Generation G. G as in Generosity.
There was plenty of talk about Gen X, Y etc a while ago but we now need to take Gen G much more seriously. For the first time Gen G is not age related - it goes across all generations. A great definition:
GENERATION G | "Captures the growing importance of 'generosity' as a leading societal and business mindset. As consumers are disgusted with greed and its current dire consequences for the economy—and while that same upheaval has them longing more than ever for institutions that care—the need for more generosity beautifully coincides with the ongoing (and pre-recession) emergence of an online-fueled culture of individuals who share, give, engage, create and collaborate in large numbers.
In fact, for many, sharing a passion and receiving recognition have replaced 'taking' as the new status symbol. Businesses should follow this societal/behavioural shift, however much it may oppose their decades-old devotion to me, myself and I”.
Definition courtesy of www.trendwatching.com
If Gen G is here to stay, and it seems to be, then we as business owners and managers need to consider how to manage Gen G employees. I don't believe that Gen G has anything to do with corporate social responsibility (CSR) which, let's face it, often seems at best forced and at worst fake. Gen G employees see straight through that.
There are a number of things that pretty much any company can do to help satisfy Gen G employees
1. Co-donate. There are lots of schemes where businesses can work with employees and customers to give donations that make a real difference. Have a look at B1G1 - proving that a small donation can make a big difference.
2. Eco-generosity. Don't just offset your emissions - go the extra mile and try to give the environment a boost. Gen G employees want to repair the damage.
3. Free love. the art of giving stuff away. Doing this in a clever way can give your employees a real buzz whilst driving future business. Take a look at Ecocabs who offer short distance city centre travel free of charge to the public every single day of the week between 10am and 7pm! Imagine how it feels to be a free 'cab driver'.
4. Brand butlers. Instead of stalking potential and existing customers, why not assist them in smart, generous, relevant ways, making the most of your products and whatever it is your brand stands for? At Dutch outdoor music festival Pinkpop, Diesel provided hot showers, including fresh towels, shower gel and a little something for those pesky hangovers. Festival-goers who showed up between 11 am and noon—the 'One Hour Happy Shower'—were also treated to free underwear!
5. Perkonomics. A new breed of perks and privileges, added to a brands' regular offerings, is satisfying consumers’ ever-growing desire for novel forms of status and/or convenience, across all industries. The benefits for brands are equally promising: from escaping commoditisation to showing empathy in turbulent times.
6. Tryvertising. Get your product out into the market place so that consumers can try before they buy. Another neat way to make your employees feel good about what they are doing whilst spreading the word and getting valuable product insight.
7. Random acts of kindness. A simple, under-used branding tactic that, if practiced consistently and long-term, will delight employees and customers, and do more to generate a positive buzz than most mass advertising campaigns. A random act of kindness, done in a well-crafted, well-understood way will soften up even the toughest of employees and customers. Examples? It's as simple as sending a surprise gift or picking up the tab for a meal.
8. (F)Rigid no more. It's time to be less rigid when interacting with your employees and customers. Relax the rules a little - let's face it most rules are over harsh. It's all about give and take (but go easy on the take as the purpose is to give not get).
If some of the above seem aimed more at customers that employees, just remember that Generation G is all about generosity so they'll feel good about being part of a giving organisation.
So that's it - GENERATION G is about not screwing your employees and customers over. It’s about treating them the way you would like to be treated the moment you shed your company outfit and become a real person again.
Source: www.trendwatching.com. One of the world's leading trend firms, trendwatching.com sends out its free, monthly Trend Briefings to more than 160,000 subscribers worldwide.