Rethinking Open Innovation Outreach: Engaging Across Generations and Geographies

Blue Globe Innovation has recently been exploring and implementing different outreach strategies to better connect with the world’s entrepreneurial talent. In the evolving landscape of open innovation, one size seldom fits all. Today’s innovation programs and competitions are not just about great ideas; they are about reaching the right people—where they are, in the ways they prefer, and on platforms they trust. Three distinct generational cohorts—Gen X, Gen Y (Millennials), and Gen Z—illustrate the diversity of engagement styles. Adding a global dimension makes it even clearer: traditional, one-size-fits-all methods are no longer enough.

1. Recognizing Generational Differences in Engagement

• Gen X (1965–1980): Many Gen X professionals value straightforward, reliable systems that respect their time. They appreciate clarity, established processes, and secure platforms. For them, conventional online portals or traditional submission forms may feel dependable, even if somewhat cumbersome.
• Gen Y / Millennials (1981–1996): Millennials are comfortable with online forms and platforms, but they also prize convenience and personalization. Having grown up alongside the internet, they often expect intuitive, mobile-friendly digital experiences.
• Gen Z (1997–2012): For Gen Z, digital platforms are integral to daily life. They prefer frictionless, conversation-driven tools and respond best to open innovation opportunities that integrate seamlessly into their existing ecosystems—messaging apps, social media, and emerging collaborative platforms.

Blue Globe Innovation recognizes that each generation’s comfort zone differs. By adapting communication and entry points, Blue Globe ensures that open innovation is inclusive and accessible to participants from all backgrounds.

2. Considering Global Engagement Factors

Cultural and regional differences add another layer of complexity. Across Latin America, Africa, Asia, and beyond, the dominant digital tools vary, as do trust levels and preferred communication styles. In some regions, logging into a formal competition portal may be unappealing or challenging. In others, concerns about data security and connectivity persist. Blue Globe Innovation has learned that a truly global approach means adopting platforms people already trust and use—often those that are more prevalent than standard internet access. Some mobile carriers, for example, prioritize social media channels, making them a more reliable entry point than conventional forms.

3. Reimagining Outreach Channels

Recent experiments conducted by Blue Globe demonstrated the power of meeting participants where they already communicate. For example, using WhatsApp as an entry channel for an innovation business competition increased engagement by over 300% compared to standard online forms. This approach broadened the applicant pool and attracted individuals who had never previously participated in open innovation challenges.

Why did it work?

• Familiarity: WhatsApp is widely used and trusted globally.
• Convenience: Participants could sign up simply by sending a message, cutting out complex steps.
• Accessibility: WhatsApp’s ubiquity on mobile devices removed barriers related to connectivity and form complexity.

4. Balancing Security and Innovation

While adopting new channels is essential, Blue Globe Innovation remains committed to security, data integrity, and transparent workflows. Robust verification processes, secure handling of participant information, and methodical follow-up steps ensure that while the entry experience is easier, the back-end operations remain professional and compliant..

5. Building a Multichannel, Multigenerational Strategy

The future of open innovation outreach lies in offering multiple paths to entry. Blue Globe Innovation exemplifies this by:

• Providing various options—traditional forms, messaging apps, and social media channels—to cater to different age groups and geographies.
• Localizing communication to ensure cultural relevance and linguistic resonance.
• Using analytics to measure engagement and refine strategies over time.

6. The Outcome: Greater Diversity and Inclusion in Innovation

By embracing these new engagement strategies, Blue Globe Innovation taps into a richer diversity of ideas. This leads to more inclusive innovation, where participants of different ages, backgrounds, and locations share their perspectives. The most groundbreaking solutions often emerge from unexpected places. Encouraging involvement from new voices broadens horizons and drives transformative ideas.

In Conclusion

We stand at an inflection point where open innovation can be more inclusive, global, and effective—if we meet people where they are. Blue Globe Innovation’s approach—acknowledging generational differences, respecting regional digital ecosystems, and experimenting with new outreach tools—helps engage a far broader range of participants in the innovation process. In today’s open innovation landscape, adaptability, cultural sensitivity, and digital fluency are not just “nice to have”—they are essential.

Author Bio Jonathan Slater is an Innovation Advisor and Entrepreneur with over 25 years of experience in open innovation, the circular economy, and renewable energy. As the Founder and Head of Ideas and Challenges at Blue Globe Innovation, he specializes in designing and managing global innovation programs that foster entrepreneurship and drive sustainable development. Jonathan has worked with government agencies, private corporations, and NGOs worldwide, engaging stakeholders to create impactful solutions through open innovation strategies. With a track record of designing and/or delivering over 500 innovation challenges, he is a leading figure in promoting innovation and entrepreneurship on a global scale.

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