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Mind the (Generation) Gap

No this isn’t a blog about trains … but it is about a growing gap that we all need to be aware of and have a strategy to deal with. It’s the generation gap.

What I mean by this is the differences in expectations and preferences across the different age groups.

Our annual What Clients Want research in 2022 highlighted some significant differences in expectations … for example:

50% of under 30s expect law firms to be active on social media, compared to12% of over 60s.

66% of under 30s expect to have access to their lawyer in the evenings, compared to 37% of over 60s.

64% of under 30s expect to see online chat on a law firms website, compared to 36% of over 60s.

We’re just about to embark on the 2023 What Clients Want research which will explore the generation gap and many other areas including how people choose law firms, first impressions, onboarding experiences etc. The results will be shared with you later this year.

In the meantime, we have finalised our Autumn webinar programme and we’ll be kicking things off with a fabulous session looking at the generation gap with Henry Rose Lee. Henry is one of the few experts in inter-generational diversity. She is passionate about helping businesses build multi-generational teams and to better face up to the changing expectations of the generations – be they employees or clients.

It's going to be a great session, do join us if you can. You can book your place here.

In the meantime, here’s just some of my ponderings on some of the different expectations of the ‘ages’ based on a few different articles I've read:

Service Expectations:

Gen Z (born between 1997 - 2012): These guys expect top-notch, personalised customer service. They want swift responses and love interacting with brands through digital channels.

On the other hand, Baby Boomers and Gen X (born between 1946 & 1980 ... so 43+ years old) appreciate more traditional forms of service, like face-to-face interactions and phone calls. They value a friendly and personable approach.

Loyalty Expectations:

When it comes to brand loyalty, Gen Z is a bit more open-minded. They are more likely to try new brands and are heavily influenced by their peers' recommendations and social media.

Baby Boomers and Gen X, on the other hand, are generally quite loyal to brands they have trusted for years. They prioritise established relationships and familiar products.

Work Expectations:

Gen Z values flexibility in the workplace. They seek a good work-life balance, opportunities for growth, and a sense of purpose. Diversity, inclusion, and sustainability are also important to them.

Baby Boomers and Gen X tend to place importance on job security, stability, and having a clear career path. They may also value a hierarchical structure and have a strong work ethic.

Price Expectations:

Gen Z is all about getting bang for their buck. They are price-conscious and always on the lookout for online discounts and promotions before making a purchase.

Meanwhile, Baby Boomers and Gen X are often willing to pay a bit extra for quality products or services. They tend to prioritise product features and brand reputation over price.

Communication Preferences:

Gen Z loves their digital communication channels—think social media, instant messaging, and email. They're tech-savvy and expect quick, efficient communication.

For Baby Boomers and Gen X, face-to-face or phone conversations still hold a special place. They cherish personal connections and may find excessive technology use a bit impersonal.

These differences in expectations across generations highlight the need for businesses to adapt their strategies. It's crucial to cater to the specific preferences of different age groups to effectively engage and serve customers.

I do hope you’ll be able to join us at the Generation Gap webinar on Wednesday 20th September at 2pm when Henry will help us better understand these differences and, importantly, help us identify what we need to do.

Have a lovely week.

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