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Generation Translation: Communicating in our Digital Culture by Rita M. Murray
Printed in the United States of America
“Even
Talking About Our Generations
When you were born definitely makes a difference…
There are six generational cohorts today—the first in US history these five in the workplace:
Research—backed up by life experience—tells us that the different generations each come at life, work, worship, and relationships from a distinct angle. The attraction to the generational theory is that knowing someone's approximate age and therefore “the times in which they came of age,” you have a greater chance of understanding and even predicting behaviors and attitudes, connecting with them, and even influencing them.
Each Generation:
› Consists of a group of people born at the same general time.
› Identifies shared events, values, cultural shifts, and other factors.
› Drives certain behaviors as they are engaged to meet core values and needs.
› Governs relationship and career expectations, creating generational needs.
› Remains constant, i.e., 20-year-old Xer will be a 40-year-old and a 70-year-old Xer, and until death.
› Provides insights, perspectives, and views on how to intergenerationally com-municate.
Generational cohort theory asserts that much of our outlook and values come to us between the ages of 10 and 20—when we first conceptualize and then step into the world as our adult selves.
As we age, we grow, learn, change, and adapt, but we never fully shift away from or lose sight of this foundational, generational view. It is a powerful lens of our identity.
Generations versus Life Stages
Generational cohorts can and often are confused with life stages. They are distinct different models and this workbook addresses generations only.
Generations and EQ
Significant research on Emotional Intelligence (EQ) tells us that the older someone gets, the higher their EQ may be. The development of EQ correlates to age and development, not generation. Age is constantly changing; generation designation stays static.
Generational Backdrop …
To balance the breadth of data collected on each generational group while managing the complexity of each, a profile emerges from the overlap of three critical forces at play, as a backdrop, within each generational group.
These three forces in concert -- day by day, month to month, year to year -- create a backdrop in which children grow into young adults, values and impressions are formed an adult ‘s attitudes and approaches solidify. It’s the shared experience of these pressure points that create the generational patterns that make interacting together so valuable, engaging, and all too often frustrating and costly.
World Events - War, economy, job market, politics, leaders, and news.
Values - Family, faith, motivations, public square, media culture drivers.
Technology - Tools to communicate, interact, entertain and conduct commerce.
World events, politics and socioeconomic climate
Technology and tools to communicate Family, faith, culture, and values
Traditionalists
1929 Wall Street Crash
1932
FDR elected 1933 New Deal Introduced 1934 Dust Bowl/1st Color Picture Film
1941 Japanese attack on Pearl Harbor
1944
World War II D-Day
1945
A-bombs dropped on Hiroshima and Nagasaki
1947
US Air Force established Cold War begins
1949
Soviet Union tests nuclear bomb
1950 Korean War
1952
General Eisenhower elected president
About Us
When you think of these stabilizing Traditionalists, think of what many call the Greatest Generation, most of whom came of age before or during World War II. They had childhoods of struggle, living between two world wars and the Great Depression. This contributes to their values of stability, stability, security, a sense of community, and patriotism. Life events instilled a cooperative spirit and an ability to “serve with less expectation.”
Growing up in the 1920’s-50’s, a significant influencing factor was in the move from an agrarian or farm like living to living in the city. Along with that move came a mass marketing appeal and confidence in experts.
Over
50% of the men of this generation served in the military.
In the beginning of the 20th century, approximately 66% or 2/3 of the US population lived on farms or rural towns. By 1970, almost 75% or 3/4’s lived in cities and suburbs. This move meant that families separated, and the dynamics of family life and structure changed.
Women primarily served as the homemaker and taught conformity, strict obedience, and most believed, “Spare the rod and spoil the child.” Traditionalists tend to trust hierarchy and authority and may be surprised when others go against these social structures. They use their institutional experience and common sense to face radical changes in the new workplace.
Born before 1945
“Command and Control”
Having seen it work in the government and throughout the military—overcoming the Great Depression and winning World War II, Traditionalists seek, impose, live, and work within hierarchies, and success tends to come to those who respect and maneuver well within them. Therefore, tenure, authority, and experience are all important distinctions.
Technology
For Traditionalists, the defining technological product of their era was the RADIO and TELEPHONE. In the boom of the 1920s, people bought radios. Business and society adapted to this new medium. Families gathered around the radio with mom and dad providing an information filter as they listened to news, sports, and entertainment. In their career years, communication media always had a human element to it, and anonymity was nonexistent.
Implications
› Incorporating the stream of new digital technology into their lives is difficult and often results in considering trusted and familiar “old school” solutions before trying “new tool” conveniences.
› Tend to be specific about their interest in technological interactions and still heavily watch and rely on traditional TV programming.
Blind spots
› Struggle with purposeless retirement
› Late adopters of new technology and slower to pick up on trends
› Pace of growth and change was more gradual so may be hard to empathize with speedy pace and needs of younger generations
› Cling to the past because for them that is where a sense of order prevailed and moral virtues and character qualities were expected and praised
› Lecture to those younger because it was assumed that “age and seniority correlated” and therefore elder wisdom was respected and sought
Baby Boomers
1957
Soviet Sputnik launch US enters Space Race
1960
President John F. Kennedy (JFK) elected
1962
Cuban Missile Crisis
1963
M. L. King’s “I Have a Dream” Speech
President Kennedy Assassinated
1965
President Johnson sends ground troops to Vietnam
MLK Civil Rights March/ Voting Rights Act
1968
Vietnam Tet Offensive
Robert Kennedy and MLK assassinated
1969
Apollo 11 1st moon landing
1972
Start of the Watergate Scandal
1973
US ends its involvement in Vietnam War
About Us
Starting in 1946—and lasting for almost 20 years—the “Baby Boom,” is the only generational timeframe to be officially designated by the U.S. Census Bureau. Growing up in the 1950’s, 60’s & 70’s, the 76 million Baby Boomers were the first workaholics, not because it was fun, but because it was necessary to compete and advance up the ladder. From birth, society’s message to them was “put in long hours to earn your stripes.” They spent their formative years in a prosperous, industrial, post-World War II nation with skyrocketing growth in business and a rapidly expanding economy—with almost endless opportunities.
76 million
Baby Boomers were the 1st “ME Generation”
Baby Boomers learned to find and use their voices early —on the school yards to be seen and heard and to make sure their needs were met and sometimes intense human interactions. Their big numbers and high expectations drove change as this group moved from child to teen to young adult and then to the center of political and organizational power—a position many still hold and due to increased life expectancies and a “work ethic,” they don’t seem hurried in giving up.
Boomer work culture
Bulging new markets for products and services—education, homes, cars, jobs, families—all required competition and hard work. This personal struggle and grinding work ethic became their “worth ethic” - a central self-defining quality—a badge of honor to this generation of leaders, workers, and contributors.
Baby Boomers have largely defined themselves by and through their work and are living up to 25 years longer. And this means Boomers have another adult lifetime compared to previous generations. For this reason—among others— Boomers have been slower to retire and leave the workplace than previous generations.
Technology
For Baby Boomers, the defining technology of their era was TELEVISION, and their communication media was the TELEPHONE. Growing up in the 60’s and 70’s, computers were commercial - too big and expensive and not considered for any for home use. In their early career years, effective meetings and presentations utilized pen and paper, TV, flip charts, and workbooks. They had to learn to adapt in a world as business started becoming PC friendly, multi-user, and networked in the early and mid-80’s
Implications
› Value the importance of communication through body language, tone, and delivery. In digital space, it has become difficult to use these trusted communication skills effectively.
› Cautious in adopting technologies that may have an inverse impact upon interaction.
› Invite assistive technology such as wearables and personal tools that improve their daily lives.
› Use technology to access information in their areas of expertise or need.
› Wary of AI that portends to replace human interaction.
Blind spots
› Affluent formative years makes many blind to the stark economic contrast of conditions for younger generations
› Shift from sacrifice to self
› Hyper-individualistic
› Psychology entered the sphere of decisions
› Tend to talk more because “age and seniority correlated” during their formative years
› Desire to meet, train, and talk face-to-face may lead to inefficiencies and underuse of digital tools
› Generation ageless — they resist entering their “golden years” quietly
1974
President Nixon resigns
1975
Saturday Night Live premiers
1976
US birthrate hits lowest point in the 20th century
1977
Apple II computer introduced
1979
Iranian students storm US Embassy
1980
1st female Supreme Court Justice
John Lennon shot
1981
Ronald Reagan shot
1986
Space Shuttle
Challenger explosion
1989
Cold War ends/Fall of the Berlin Wall
1990
Gulf War—Operation Desert Shield
About Us
Gen X, often considered the forgotten generation, is now “stuck in the middle”. They have always been squeezed by the massive Baby Boomer bulge on one side and the nearly-asbig Millennial generation on the other. Gen X grew up through a period of fracturing families, latch-key kids, ineffective and mistrusted government, deep economic uncertainty, downward mobility, and collective outlooks with radical change. A increasing divorce rate, skyrocketing out-of-wedlock births, and women entering the workforce in record numbers led to this generation of latchkey kids, largely raising themselves.
Resourceful and independent , Gen X do not believe any person or institution is going to “see them through.” Taking more cues and drawing more influence from media and pop culture than from government, military, and/or the social causes around them, this MTV Generation is significantly different from preceding and subsequent generations.
WORK
LIFE
Unprecedented workplace policy shifts
From an economic standpoint, Gen X has always had to consider a career PLAN B due to double digit inflation, dual income households, economic demand along with professional opportunities for women, a decline in multi-generational living arrangements—and all of this on top of the rare opportunity for promotion due to the Baby Boomers’ proclivity for hard work and long hours.
These forces combine to make Gen X a group that reports often feeling like they are on their own and have spent their adult years reclaiming priority of the value of life and family over work. Yet, Gen X’s quirky humor, creative music, and laidback maturity are needed at the helm of senior leadership.
Technology
For Gen X, the defining technology of their entrance into the business era of the 80’s was the PERSONAL COMPUTER (PC). Their communication media was email, telephone, and face-to-face meetings (frustratingly conducted by micromanaging Baby Boomers). Everyone--not just the largest of organizations—could benefit from the revolutionary business (and personal) PC tool that Gen X had firsthand and were quickly dubbed, “The Gadget Generation.” When local area networks were introduced, the PC became a way to gain a competitive edge in an increasingly global economy.
Implications
› Resourcefulness, convenience, and efficiency are bywords of Gen X.
› Technology enabled personal work and entertainment choices—i.e., personalized mix tapes and CDs, personal software, word processing, home video recording.
› The advent of blogging enabled Gen X to post their salary and benefits packages to expose unfair hiring practices, i.e., GreedyLawyers.com
› Personal technology empowered entrepreneurship.
› Privacy concerns for their intellectual property (IP) developed on institutional technology caused a “big brother” mentality.
› “Big brother” concerns have triggered a Gen X dislike and suspicion of digital experiences driven by algorithms and by the “convenience of AI.”
Blind spots
› Build their own truth“True for you but not true for me”
› Skeptical and cynical
› Mistaken as unmotivated, unmoored and unconcerned because they often reject the status quo
› Parody approach to managing tension
› May not articulate their diagnostic insights because they sense other generations don’t value or listen to them. The truth is... “We need you, Gen X. Please speak up!”
1991
USSR formally dissolves
1992
Los Angeles riots
1993
Waco siege
1993
World Wide Web (WWW) opens to the public
1995
Oklahoma City Bombing
1995
Nokia mobile phones released
1997
Death of Diana, Princess of Wales
1998
President Bill Clinton impeached
1999
Columbine High School massacre
2000
1st touchscreen cell phone
2001 9/11 attack/iPod is introduced
About Us
Millennials became the focus of intense attention in the 1990s, referred to as the “Decade of the Child.” Concerned about inclusion, psychological safety, and overall happiness of the children in their care, teachers, coaches, and parents often treated Millennials as if seeking their approval. The product of intense attention, praise, material comfort and education, Millennials are fine with authority and hierarchies, so long as they have access to success and upward mobility through them. Millennials came of age in a time of instant global communication, media saturation, and material excess. They are, therefore, a digital-friendly, multi-tasking generation who are comfortable around technology at work and at home. The first generation to experience the Internet as children, Millennials found lots of choices at their fingertips. Elder Millennials are the “Flip Phone Generation” while younger Millennials are the “iPhone generation.”
Older generations are used to a more individualized work environment. However, Millennials grew up on teams and expect to work as a team with their fellow employees. Team building activities help employees learn to communicate and work together to solve problems. Millenials know how to work collaboratively and use their strengths for the common good.
This is a generation that has always had access to choices, power, and information, so structures that limit access or slow work down are confusing and frustrating. After all, “There’s an app for everything!” Millennials have a keen awareness of how the “mind-on-digital” works. Growing up in a world where the “mob rules,” they tend to move in a direction when they sense other Millennials are going that way too.
Technology
For Millennials, their defining technology is the MOBILE PHONE. Elder Millennials initial medium for communicating was SMS texting (at exorbitant rates) and social media. They entered a workplace where there was no iPhone, Facebook was one-year old, and dial-up internet was still popular. Then, in 2005, younger Millennials experienced YouTube encouraging people to “Broadcast Yourself” thereby changing access to fame and fortune. And, when Twitter made its debut in 2006, Millennials quickly adopted its famous 140-character limit showcasing “soundbites.” And, in 2007, the iPhone was introduced.
As organizations adopt a more dispersed, virtual and/or hybrid cultures, Millennials—who now make up more than half of the workforce—are prepared as leaders, workers, and colleagues to make this tech-dependent evolution.
Implications
› Long criticized for their mobile devices rarely turned off or set aside, we now live in a world where steady and continuous use of these technologies keeps us functioning and productive.
› Millennials’ tools allowed them to reach a larger group of people than any generation before it.
› The smartphone, introduced in 2007, quickly differentiated the elder Millennials from the younger Millennials’ digital mentality.
› Electronic conversations in soundbites and texting help shortcut conversations in the workplace.
Blind spots
› Continuous partial attention
› Along with all its benefits, digital life poses serious harms, including a major rise in depression, anxiety, and suicide
› Fear of low self esteem
› Exhibit a consumer attitude toward educators and employers
› Miss and/or dismiss contradictions in their morality
› Miss power and importance of intergenerational conversations and perspectives
Generation Z
2004
Facebook launch
2007
Apple introduces the iPhone
2008
President Barack Obama 1st Cyberbullying laws
2009
Air hub & Uber launch
2010
Arab Spring/Social Media activism
2012 Sandy Hook school shooting
2014
Michael Brown shooting/ riots in Missouri
2014
AI, Alexa, Siri, Google Home
2016
President Donald Trump
2018
Stoneman Douglas HS, Parkland, FL shooting
2020
COVID-19 Pandemic/ quarantines
About Us
“Emerging adulthood” defines this generation. Called Generation Z or Zoomers, this “Cloud” generation’s main “playground” is integrating online and offline experiences. Certain members referred to as “Gen Me” desire instant gratification as social-media obsessed fashionistas and escapists. “Gen We” identify as more socially conscious, expressive, and compassionate and do not buy into hype. They are far more concerned about ethical production, sustainability, and transparency.
Justice-minded, Z’s want to have influence in the world. Like Millennials before them, they are keenly aware of poverty, human trafficking, refugees, discrimination, and more. From shopping instantly to ordering to their doorstep without stepping foot outside, to researching companies and interviewing online, Gen Z expects personalized artificial intelligence (AI) services.
SOCIAL MEDIA
Unprecedented Times
The confluence of cultural and political events that occurred and will continue to occur during their formative years (the youngest reaching 20 years by 2032) is historically unprecedented. Growing up through a pandemic, compounded through amplification of cultural issues on the internet and social media, Gen Z is experiencing a critical navigation of “Identity” and how to define themselves and others.
And the pressure and stress of CHOICE OVERLOAD fosters record high anxiety that is correlating with mental health issues and suicide. In an age of cyber-bullying, sexting, internet porn, and hooking up—not to mention hacking, fraud, and identity theft—the consequences can be dangerous.
Technology
Elder members of Gen Z have had access to a SMARTPHONE starting at age 10. It is an extension of the physical world that they blend in one experience. Their primary medium for communicating are HANDHELD and WEARABLE DEVICES. The defining technology of their entrance into business is immersive and intuitive. “Easy. Everywhere.” Digital fluency and dependency define them and demands a “get to know me” persona. Gen Z is leading in expecting and demanding the “customization” of voice activated technology and augmented reality.
Implications
› Having everything available at their fingertips makes them less tolerant of clunky, slower processes.
› Social media is a conversation space and an outlet for self-expression, influence, and personal identity.
› Prefer tasks WHILE plugged into their data streams. Do not relate to “doing tasks OR being online.”
› Online engagement and connectivity to the collective of the internet is an augment—not a distraction
› The constant connection and multitasking often is and can appear distracting and rude.
› Frequently expects immediate data, answers, and progress. This can appear as impatience or lead to quick, rash judgements when a situation calls for careful thought or consideration.
› New technologies have become influential and dangerous at the same time.
Blind spots
› Feelings may be experienced as more important than facts
› Heavy parental involvement, i.e., helicopter parents
› May weaponize language, i.e., “disagreement = hate”
› High self-esteem “You’re perfect just as you are.” “You are enough.”
› Lonely - in social media, personal relationships are minimized
› Major rise in depression, anxiety, and suicide
Generation Preferences
This worksheet presents the differing perspectives from each of the five generations in the workplace.
Brusqueness, unfriendliness, not showing interest in the Boomer, shows of power, oneupsmanship, ignore political power
Advancement, recognition, team orientation, vision, mission, non-hierarchical, face-to-face and voice
Leadership opportunities, team environment, warm and friendly atmosphere, opportunities to showcase my expertise, noble cause
Directive, logical, fair and consistent, respectful
Offers direction, sets longterm goals, spells out job responsibilities, demands and expects results over activity
Consensual, democratic, warm, caring, Treats as a friendly equal, “people” person, works with group to define mission & vision, assures them they are making a difference
Holds fast-moving, interesting, inclusive, psychologically safe, and short meetings and appreciates humor
Generation Alpha
About Us
Alphas are Generation Zoomers successors. It is not practical to make definite predictions about how this generation will emerge. Alphas may become the most technologically immersed, best educated and, as a result, the wealthiest generation of all. These are children of Millennial parents and younger Gen X. Two-thirds of surveyed parents said that their children’s needs and preferences influenced their last technology purchase. Beyond their living rooms, Alphas (with their parent’s help) are accumulating social media influence.
Parents, teachers and leaders are already looking for guidance on how to raise their children, worried if their children are spending too much time on screens, concerned how global trends are impacting them and wondering how to prepare them for a world where they will live longer and work later. While it is too early and unfair to predict one thing is certain we need GENERATIONAL INTELLIGENCE.
Personal Development
1
2
Select a topic of generational interest from the information provided in this workbook concerning communication preferences.
3
How do you explain your generational perspective on this topic? What value would you add to discussing this topic?
4
Which generation is most frustrating for you to deal with concerning this topic? Give an example of why.
5
What assumptions do you make about people of this generationtheir beliefs preferences, capabilities, and social intentions?
What 1-2 changes can you make in your communications so that you interact with them in a more productive way?
When you were born DEFINITELY makes a difference!
For the first time in our history there are five generations working side by side in America’s places of work and six generations gathering side by side in family gatherings and places of worship:
› Traditionalists - born before 1945
› Baby Boomers - born 1946-1964
› Gen X - born 1965-1980
› Millennials - born 1981 to 1996
› Gen Z - born 1997-2012
› Gen Alpha – born ~2013-2025
This workbook offers insights to help you uncover communication preferences of these generations. Rather than just learning to tolerate each other, you may discover how to appreciate each of these generations.
Rita M Murray, PhD, is an educational psychologist, executive coach, private pilot, and avid golfer. Her career has taken her coast to coast, and she’s served as CEO, board chair, and top-secret aerospace and defense leadership positions in Washington, DC, Hollywood, and leadership at The University of Oklahoma.
Rita has researched generational, theological, sociological, and psychological trends and she speaks and writes on the topics of personality and emotional intelligence across the generations.
Born and raised in Boston, Massachusetts, she’s a firstgeneration American, born to immigrant parents. She and her US Air Force Academy (USAFA) Vietnam Veteran husband, Ron Murray, make their home in Moore, Oklahoma.
Rita’s goal is to ignite a more informed worldview of the members of the generations around us – for such a time as this!
