From the Traditionalists to GenZ: conceptualizing intergenerational communication and media preferences in the USA

Abstract Purpose This paper categorizes the seven generations of people living in the USA with a 15-year per generation matrix. This paper presents the communication styles of five generations active as employees and consumers in the USA today: the Traditionalists, Baby Boomers, Generation X, Millennials (GenY), and GenZ. This paper provides strategies for more efficient intergenerational communication. Design/methodology/approach This paper is the result of a multi-method qualitative research that crystallizes data from in-depth interviews with ten entrepreneurs in global business and participant observation as a college professor for GenY and GenZ students. Findings Organizations need to consider adopting generation specific social media apps for two-way communication. This paper unveils the communication preferences of five generations currently active in the workforce and marketplace in the USA: The Traditionalists, Baby Boomers, Generation X, Millennials (GenY), and GenZ. Practical implications For the sustainability of any organization, it is critical to study the communication preferences of the five generations active in the workforce and marketplace in the USA today. In order to achieve intergenerational communication efficiency, companies/organizations need to (1) Conceptualize intergenerational communication as a form of intercultural communication; (2) Craft clear “vision statements;” (3) Communicate with simple language to all generations; (4) Engage in two-way communication via mass media and social media. Theoretical and social implications The ongoing digital transformation has a dramatic impact on organizational communication in the USA. Applying the “Speech Code Theory” and “News Find Me” perspective, this research proposes viewing intergenerational communication as intercultural communication. Companies and organizations face challenges with managing, incorporating, and engaging with five generations of employees and customers who grew up in different economic eras, impacted by different technologies and media. Originality/value This is the first academic study that synthesizes communication preferences of five generations active in the workforce and marketplace in the USA. This multi-method approach incorporates first hand data from in-depth interviews with ten global business leaders from the generations of Traditionalist, Baby Boomers, and Generation X, as well as participant observation as a professor in the USA for students in GenY (Millennials) and GenZ generations.