When it comes to generations, Jason Dorsey gets it.
Yes, if you visit his website and read his bio, you could easily come to the conclusion that, as a professional researcher and speaker, he’s found a way to package the same message about generational dynamics to a variety of different audiences. After all, generations, at their core, are groups of people, and the business need to understand people is evergreen.
But at the Monday keynote at the International City/County Management Association’s Annual Conference, it was clear Dorsey wanted to ensure his audience knew he was talking directly to them. Dorsey’s family has a small business that he says continues to exist in large part due to the services that city and county managers provide. He knows, though, that it’s not just his family that benefits.
“Y’all have a really tough job,” Dorsey said. “You have every generation of team members. Y’all are one of the only occupations in the world that serves every generation of stakeholders.”
So, what do you actually know about all of these stakeholders? Less than you probably think. When he quizzed the crowd on the number one trend that shapes generations, the responses were predictable. Music, technology, the economy and the ability to contribute it emerged as popular answers, but none of those was the answer Dorsey was looking for. Parenting, he says, is the biggest thing that shapes a generation. Technology and geography are number 2 and 3, respectively.
While individual generations are never a monolith, one thing you can say is that all generations are a product of chronological context, especially in the realm of technology.
“Technology is only new if you remember it the way it was before,” Dorsey said.
So from the perspective of Gen Z professionals who entered the workforce during the coronavirus pandemic, it’s not just about preferring hybrid or fully remote work. It’s simply the only reality they know firsthand.
Dorsey has done extensive research on Gen Z, which is outlined in his latest book.
“Gen Z is the fastest growing generation in the workforce today,” Dorsey said. “Why? Because there is no one else left … If you don’t have a Gen Z recruiting strategy, it’s only going to get much worse.”
Gen Z looks for jobs differently and wants things differently in a job than other generations. Dorsey explained that Gen Z workers are looking for stability, benefits being delivered on time and purpose in their work. Dorsey challenged older members of the audience to reconsider seeing Gen Z as lazy, noting that many in Gen Z don’t believe they will ever be able to afford to retire, which makes them less amenable to things like working overtime.
As for Dorsey’s generation, millennials, he says the long bemoaned “delayed adulthood” phenomenon that has befallen the generation does not apply universally, and that a split between those who have gained “real-world traction” and those still struggling to achieve traditional milestones of adulthood. This nuanced view helps explain why some millennials may seem less engaged or committed in the workplace, while others are thriving. However, the thing that unites them all is that they are not the tech-savvy wizards they are often made out to be. Rather, they are tech-dependent.
Moving on to Gen X, Dorsey described them as the “skeptical generation.” He joked that typically Gen Xers are the ones most likely to ask Dorsey about the data he’s using to draw his conclusions. He emphasized their crucial role in the workforce, often juggling multiple responsibilities including caring for both children and aging parents. Dorsey stressed the importance of retaining Gen X employees, as many are at a crossroads. Over the next 2-3 years, they’re going to decide whether they stay where they are and finish up their career or go somewhere else.
Dorsey didn’t forget about the Baby Boomers. He described them as the most influential generation, with significant work and life experience. Because of this, they are not allowed to retire, Dorsey said. Yes, he was joking again here (sort of). The thought of Baby Boomers retiring is scary because they are most influential generation. They have the most work experience and most life experience. As Dorsey said, “If you came up to me and said, ‘Okay, Jason, if you had to start a new team, what generation would you put on your team first?’ Every single time I would pick Baby Boomers.”
It might go without saying, but Dorsey said it anyway: Every generation is equally valuable, and the key is understanding them through research to create space for them.
Check out the “summary video” of Dorsey’s talk and learn more about his views with:
Some of his favorite PowerPoint slides
“The State of Gen Z Research Report”
Two Free Zconomy book chapters
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