With each new generation comes a new set of norms and expectations. Understanding what those are and how to speak to them is crucial if your business wants to connect and engage them. The most recent generations to join the workforce, Millennials and Generation (Gen) Z, were born into very different worlds both to their parents and each other.
'This generation will likely have already done their research and made their choice of service providers before the employer started work on the relocation.'
Meet the Millennials
As with any grouping, there is some give and take on actual details, but, broadly, Millennials were born between 1980 and 1996. This group lived through the fallout of the end of the Cold War, the communication revolution, first with cell phones, then the internet, and were young adults through the disruption of the early 00’s and financial crash of 2008.
Millennials are typically very technologically savvy, highly adaptable to change and developments. They value learning and personal development being of great importance. They also expect more from work than their parents, seeking meaningful motivation beyond a paycheck, and not accepting traditional hierarchies in the workplace.
Get to know Gen Z
Born between 1997 and the mid-2010’s, this group is in the process of entering employment and they have very different expectations from those who came before. They grew up in a digital world where high-speed, always-on access via personal devices was a given.
Gen Zers are much more socially and personally aware than their predecessors. Mental health, minority groups, inequality, the poor and the environment are all very much at the heart of the Gen Z world view. Older members of the group tend to be financially conscious and cautious, taking time to make big decisions.
But why does this matter?
As these groups progress in their careers, they will increasingly become present in the global mobility market. Millennials, for example, found international experience much more attractive and important than previous generations. Ensuring that we speak to these groups not only in ways which they will connect with, but using channels on which they are actually present is crucial to success.
With Gen Z being digital natives, they are more likely to try to research, and find, housing and relocation services themselves online. Whilst prior generations waited for their new employer to take the lead, this generation will likely have already done their research and made their choice of service providers before the employer started work on the relocation. So, it’s important that we speak to them early if we want to be part of that decision making process.
Changing Motivations
Understanding what motivates these groups is central to understanding how to talk to them.
Millennials are driven by purpose and impact, seeking roles where they can deliver tangible change. A simple 9 to 5 is much less inspirational to a Millennial, than one where they can join a team heading towards a specific goal which aligns with their values.
Gen Z grew up in an era of great uncertainty. Financial instability and growing awareness of the long-term unsustainability of resources has made them much more motivated by stability and happy to share resources. As digital natives, they seek authentic and honest communication, being less tolerant of traditional marketing approaches.
Different Spaces
With both Millennials and Gen Z growing up during massive technological changes, it’s no surprise that they use very different methods for communication than their parents.
If you want to engage Millennials, then you’ll need to be present on Facebook, X, Instagram and YouTube. They favour long-form content, podcasts and video for their information. Any marketing strategy aimed at Millennials should take this as a starting point. Furthermore, Millennials prefer informal communications platforms, such as WhatsApp, over email and voice calls, so having this as an available way to connect can greatly improve your reach.
Gen Zers share the love of Instagram and YouTube but prefer TikTok and Snapchat. This ties into their preference for short-form content, video and influencer marketing.
Whilst radio and TV marketing was effective for previous generations, both Millennials and Gen Z consume less and less of both every year. If you want to speak to these groups, you’ll need to do it online.
It’s not just what you say…
…but why you say it.
As previously mentioned, being authentic and honest is a requirement for Gen Z, and, to an extent, Millennials. But what they get from your content is key. Why should they spend their time listening to you? That answer comes from both your authority and value. If your aim is to raise awareness of your services, promoting your business within content which helps the reader will give the best chance of success.
For example, these groups are much less likely to watch a video about a new product launch than one which discusses the relevant issue which can be resolved by that product. Within our industry that would look like “5 tips to finding a home in Brussels” as opposed to “Our new home finding service”.
This shift can be called a user-centric approach, that is considering what they want to read over what you want to tell them. This simple refocusing of your message can have a profound impact on the results of any marketing activity your business undertakes.
As the global relocations industry increasingly services these new generations, it’s important that we prepare ourselves to engage them where and how they need. In years to come, it will be the businesses who did this the most successfully and most consistently who will dominate and define the market.
If you’d like more advice or support with speaking to new clients, then let the ABRA team know. We have partners who can help you develop plans, skills and content to get you started.
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