I’ve been with FleishmanHillard for a little over a year now and while there are many perks, my co-workers are my favorite part of the job. Naturally, I appreciate the things I have in common with my colleagues. At the same time, I’ve also learned to enjoy what makes us unique – including the lived experiences that come with the variety of generations in the workplace today.

A generational gap is defined as the different thoughts and worldviews held by different generational cohorts. And with five unique generations currently coexisting in a constantly evolving workplace environment, considering the generational gaps among your workforce may be a crucial missing piece of your current internal communications planning strategy.

Generally speaking, each of the generations listed below tends to have a different set of values, motivations, communications preferences and workplace expectations:

• Traditionalists (born before 1946)
• Baby Boomers (born between 1946 and 1964)
• Generation X (born between 1965 and 1976)
• Generation Y, or Millennials (born between 1977 and 1997)
• Generation Z (born after 1997)

While generational differences are not always apparent, their effects can be. In fact, according to Harvard Business Review, ignoring generational differences in the workplace has been shown to limit collaboration, spark emotional conflict and lead to higher employee turnover and lower team performance.

As employers continue to recover from the pandemic and address its lasting impacts, attempting to bridge generational gaps may be the missing link that better aligns, connects and engages a workforce.

But how do you bridge the gap between employees who seem to differ in so many ways? Consider these six simple approaches.

1. Assess communication preferences. Each generation gravitates toward a unique communication style. While communication preferences will vary from person to person, the list below provides commonly preferred channels and formats by generation. Tailoring your communication style to best fit their preferences can help drive awareness and understanding of business-critical information: 

• Traditionalists and Baby Boomers generally prefer formal and direct communication, either face-to-face or through phone calls.
• Generation X generally prefers less formal communication through email or text.
• Millennials generally lean toward immediate communications through instant messaging platforms.
• Generation Z generally appreciates visual, face-to-face communications, in person or via video chatting apps.

While these preferences can help guide your communications with each generation, you should always strive to understand your employees on an individual level.  

2. Focus on flexibility and empathy. Flexibility is no longer a nice-to-have, it’s a must. The pandemic has made it undeniably clear that employees want and need greater autonomy. As employees continue to adapt to new ways of working, ensure you’re cultivating a culture of flexibility and empathy. Some employees may be slower to adapt to flexible work arrangements, new technology and updated processes than others, and you should encourage everyone to be understanding of that.

3. Cultivate trust and belonging. Recognizing and acknowledging the value each generation brings to the table is critical to building trust and belonging within your workforce. Fostering a culture where employees are encouraged and empowered to share their unique perspectives and experiences is effective as both a business and people strategy.

4. Provide mentorship opportunities. Mentorship is a great way to connect employees of different ages and experiences. It provides employees a chance to learn and teach as they continue to grow in their careers. Consider establishing a program that connects senior leaders with junior talent and matches employees based on their work interests. To build trust with, and confidence in, younger generations, consider a reverse mentoring program that allows junior employees and new hires to play the role of mentor.

5. Connect employees beyond work. Create opportunities for employees to connect outside of work and get to know each other. While hosting events like happy hours, coffee chats and team dinners isn’t groundbreaking, employees are craving these activities as the world continues to reopen. These events provide employees the opportunity to build personal relationships that make work fun and help cultures thrive.  

6. Show appreciation. Acknowledging employees who go above and beyond helps to close generational gaps. Be sure to thank those who go out of their way to learn about their colleagues in and out of the workplace, who take extra time to train or onboard those who aren’t adapting as quickly as others, or who come to you with new ideas to better connect the workforce. Let them know you appreciate their effort to create a better, more inclusive and welcoming workplace.

Generational gaps can present challenges in the workplace. However, a generationally diverse workforce also allows employers to enhance employee satisfaction and drive increased collaboration and innovation through employees’ unique perspectives, experiences and ideas.

And by cultivating a workplace culture where all generations are appreciated, trusted and given the opportunity to teach and learn from each other, employers convert generational gaps into bridges.

The kids are back in school, pumpkin spice lattes are widely available at coffeeshops across North America and Europeans have returned from their summer holidays. As we settle into the rhythm of this new season, now is the right time for Environment, Social and Governance (ESG) leaders to begin crafting communications strategies for 2023.

Each year, pundits comment that the stakes for ESG “have never been higher.” While this statement is cliché, it holds true. Here are three insights ESG leaders should keep in mind as they initiate planning for the new year.

‘Showing Your Receipts’ Can Help Brands Differentiate Themselves as we Race Collectively Toward Net Zero

It wasn’t long ago that a brand announcing their intention to align with a net zero commitment was a newsworthy event. Now that over a fifth of the world’s largest companies have shared net zero commitments, corporate pledges to tackle the worst outcomes associated with climate change have become table stakes. In the past two years, reporters focused on environmental sustainability have become less interested in pitches about new private sector climate goals.

So, what is driving news? As the private sector rushes toward net zero, pitches that highlight the progress brands are seeing and the creative solutions others can leverage are becoming increasingly resonate. Radically transparent, externally-facing progress reports that provide visibility into ways brands are building unexpected partnerships to address industry-wide issues could be a way to cut through the noise in the new year.

Enhancing ESG Disclosures Now Will Help Brands Prepare for New SEC Requirements

In May 2022, the SEC issued a new proposal for climate-related disclosure rules designed to increase transparency and make it easier for investors to navigate and compare ESG claims. For publicly traded companies in the food and agriculture sector, a significant part of the disclosure requirements will be the mandate that brands over a certain revenue threshold who have set targets around carbon emissions disclose Scope 3 emissions when these emissions are material.

The comment period recently closed and – while details are still being finalized – it seems evident that new standards which will better align the U.S. approach with European markets will be enacted by 2024. Recognizing the intricate value chains endemic to the food and agriculture sector, now is the time for B2B brands to put into place necessary structures to report these emissions to customers and for CPG brands to start the process of requesting emissions data from suppliers and working with their Chief Financial Officers to ensure these reports are externally validated and held to a level of scrutiny required for inclusion in an annual 10-K. Instituting these practices before disclosure requirements are officially handed down could provide points of distinction amongst competitors and even an opportunity for thought leadership. Why wait to share, but also why stop at reporting? Sharing the story behind the numbers can also differentiate companies in a crowded conversation.

Leaning into the Intersections Between Business and Environmental Goals will Help Brands Best Serve Customers

Innova Market Insights’ top trend for 2022 was the concept of Shared Planet. Innova reports that 44% of global consumers indicate sustainability is extremely or very important when it comes to their diet and notes a +121% year-over-year growth of on-pack carbon footprint and reduced emissions communication in food and beverage launches. 

As consumers increasingly cite the health of the planet as one of their top concerns, linking ESG initiatives with business objectives will become vitally important to maintaining or increasing market share. ESG must be viewed as part of both broader business and communications strategies and not as a discrete initiative.

While the ESG landscape has never seen higher stakes, strong business opportunities exist for brands that are willing to think creatively about how they can show up differently as we work together for a more sustainable future. A willingness to prioritize transparency and unexpected partnerships and continued efforts to align ESG with business goals can make all the difference for brands in the food and agriculture industries.

Each year, when Hispanic Heritage Month (HHM) rolls around, it isn’t uncommon to see inquiries come in with the question, “What can we do this year to honor the Hispanic and Latino community?”

It’s a fair question to ask, and one that our U.S. Hispanic counselors happily provide guidance on. We always start with: “What else is the brand doing beyond Hispanic Heritage Month?” or “What is the brand commitment to the U.S. Hispanic and Latino segment and how is the company advocating for or supporting the Hispanic community after Oct. 15?”

HHM is a timely, relevant moment to celebrate, connect with and elevate the voices of Hispanics and Latinos. Many brands have nailed some great campaigns centered around the annual celebration – but it shouldn’t be the only time you’re engaging with this audience.

While recognizing the day is important and, in some ways, can be a launchpad, it shouldn’t stand alone as the only annual initiative. As marketers and communications specialists, we understand the value of authentic, ongoing, consistent investments in the Hispanic segment. So, what can you be doing throughout the year to celebrate U.S. Hispanics and Latinos in a credible and meaningful way?

Four ways to celebrate U.S. Hispanics and Latinos in a meaningful way year round

• Make HHM Part of a Larger Strategy: Brands are often looking for creative ways to activate during HHM. However, authentic, long-term connections are at the center of success, which is why it’s key to look beyond HHM and implement a U.S. Hispanic/Latino strategy rooted in consistency that aims to create meaningful engagements with the community throughout the year beyond a moment in time.
• Invest in Research: If launching a campaign, major product or partnership is not in the plan right now, that’s OK. Instead, invest in getting to know your audience. Hispanic consumers are not a monolith, and there is vast diversity within the community – each with their own story, culture and experience. Investing in primary research will more accurately inform exactly which segments within the Hispanic community engage or could potentially connect with your brand. This will allow you to tailor a bespoke message and campaign that resonates and helps create stronger connections with this brand loyal audience.

• Start from Within: Making sure there’s diverse Hispanic representation top to bottom within your organization is critical. Having appropriate representation from those leading any multicultural work is important to recognize and address the expansive diversity among Hispanic cultures. Input from members of the community is key to ensure inclusive messaging and culturally appropriate tactics are considered.

• Connect with the Community: Identify partners, community events or organizations that are making strides and stepping up for the Hispanic community. Many of them look to brands to help provide resources, funding and employee support to keep their mission alive and it will offer an opportunity to work closely with those committed to making a difference.

Recognizing Hispanic Heritage Month is a good first step in acknowledging and celebrating the community, to shine a light on the impact of Hispanics in the U.S. and to support and inspire continued progress. However, activating beyond this moment in time should be a mainstay, to not only earn loyalty, but to be a true advocate and champion for Hispanics.