Generational Dynamics and
Experience
Four distinct generations make up the majority of today’s
consumers and employees. Each generation brings its own
unique perspectives, preferences, and expectations to their
brand interactions. To succeed, brands need to ensure that the
customer experience they offer meets with each generation’s
consumer expectations.
Consumers also bring their expectations to work with them as
employees. Their differing preferences for culture and values
alignment, flexibility, AI adoption, and other employment
attributes often reflect those they have as consumers.
Organisations looking to gain and retain a competitive
advantage through experience leadership must consider both
sides of the consumer/employee equation — across Gen Z,
Millennials, Gen X and Boomers.
Our research report, based on interviews with 13,000 people
globally, illuminates generational differences to help
organisations design experiences that will set them apart.
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