Children born from 2025 are considered to be a part of Generation Beta; a generation that is predicted to be metaverse native, grow with AI as a constant companion and have fluid identities.
This got me thinking on how every generational cohort differs in expectations of customer experience from brands that they use. So, here is what I came up with after picking on Gemini’s research capabilities.
1. The Silent Generation (Born 1928-1945)
- Also Known As: Traditionalists, The Greatest Generation (sometimes overlaps with this term)
- Characteristics: Grew up during the Great Depression and World War II. Known for their work ethic, discipline, respect for authority, and frugality. Value loyalty and stability.
- Mindset: Cautious, practical, and focused on security. Value hard work and saving for the future.
- CX Expectations: Value clear communication, reliable service, and personalized attention. Prefer face-to-face interactions and traditional channels like phone and mail. Loyalty programs are effective.
2. Baby Boomers (Born 1946-1964)
- Characteristics: Experienced postwar prosperity and social change. Known for their optimism, competitive spirit, and focus on career success. Value hard work and achievement.
- Mindset: Driven, ambitious, and individualistic. Value quality and brand reputation.
- CX Expectations: Appreciate personalized service and clear communication. Comfortable with both traditional and digital channels. Value brands they trust and are often loyal customers.
3. Generation X (Born 1965-1980)
- Also Known As: The Latchkey Generation
- Characteristics: Grew up during a time of economic uncertainty and social change. Known for their independence, skepticism, and resourcefulness. Value work-life balance and authenticity.
- Mindset: Pragmatic, independent, and adaptable. Value honesty and transparency.
- CX Expectations: Value convenience, efficiency, and straightforward communication. Comfortable with digital channels but also appreciate human interaction when needed. Dislike pushy sales tactics.
4. Millennials (Born 1981-1996)
- Also Known As: Generation Y
- Characteristics: Grew up with the rise of the internet and globalization. Known for their tech-savviness, social consciousness, and desire for meaningful work. Value experiences over material possessions.
- Mindset: Optimistic, collaborative, and purpose-driven. Value authenticity, transparency, and social responsibility.
- CX Expectations: Expect seamless digital experiences, personalized offers, and omnichannel service. Value brands that align with their values and are active on social media. User-generated content and reviews are important.
5. Generation Z (Born 1997-2012)
- Also Known As: Zoomers, iGeneration
- Characteristics: Digital natives who have grown up with social media and mobile technology. Known for their diversity, entrepreneurial spirit, and focus on social justice. Value authenticity and inclusivity.
- Mindset: Pragmatic, digitally fluent, and socially conscious. Value convenience, personalization, and instant gratification.
- CX Expectations: Expect seamless and personalized digital experiences across all channels. Value fast and efficient service, personalized recommendations, and interactive content. Social media is a key channel for engagement. Short-form video is highly influential.
6. Generation Alpha (Born 2013-2025)
- Characteristics: The first generation born entirely in the 21st century. Growing up in a world dominated by technology, AI, and social media. Highly visual and digitally native.
- Mindset: Tech-savvy, visual learners, and highly adaptable. Value personalization, gamification, and immersive experiences.
- CX Expectations: Expect highly personalized and interactive experiences. Value visual content, gamified interactions, and seamless integration between online and offline channels. Voice search and AI-powered interfaces are likely to be preferred. Their opinions are heavily influenced by online creators and influencers.
7. Generation Beta (Born 2025-2040) (This is still emerging and less defined)
- Characteristics: Will be even more immersed in advanced technologies like the metaverse, augmented reality, and artificial intelligence. Likely to be highly adaptable and globally connected.
- Mindset: Predictions suggest they will be highly adaptable, comfortable with virtual and augmented realities, and focused on sustainability and social impact.
- CX Expectations: Predictions suggest they will expect highly immersive, personalized, and seamless experiences across physical and digital worlds. AI-powered interfaces, personalized avatars, and virtual try-ons are likely to be commonplace.
So as brands continue to align their CX strategies to their customer base, it is important for them to not just evaluate “who” they are serving but also “how”.
Keep in mind however that this is a generalization and individuals within each generation will vary. Also, the boundaries between generations are not always clear-cut, and there can be overlaps. Lastly, cultural and regional differences can also influence generational characteristics and expectations.
