Generational differences are not something that we would usually consider when trying to reach more clients. We should though! Customer behaviour drastically changed in recent years with Millenials/Generation Y (born between 1980 – 1996) taking over a big chunk of the current economy and Gen Z (born after 1996) catching up as well.
At the same time, Gen Z is not only disrupting traditional working environments and purchasing behaviour but they are paving the way for the global economy to transition into the ‘new norm’. And I haven’t even mentioned Generation Alpha (born after 2010) to look out for as a more tech-savvy generation that is here to live through a major change in humanity and our approach to systems and society.
Before I go any further, let me quickly summarise the currently active generations so there is no confusion. As there isn’t a clear-cut definition of each generational group, some countries or regions might define these categories with some minor discrepancies but see more details for my sources here.
| WHICH GENERATION? | BORN WHEN? | HOW OLD (in 2021)? |
|---|---|---|
| Baby Boomers | 1946 – 1964 | 75 – 57 |
| Generation X | 1965 – 1980 | 56 – 41 |
| Millenials (Gen Y) | 1981 – 1996 | 40 – 25 |
| Generation Z | 1997 – 2010 | 24 – 11 |
| Generation Alpha | after 2010 | under 11 |
While previous generations were more focused on pricing, quality and value, from Millenials onwards consumers are now more drawn to authentic marketing, impact-driven business missions, cultural development opportunities and most importantly:
content that grabs a short attention span.
When you can expect a Baby Boomer to allocate time and go through all the details to see your structured approach and check your credentials, a Gen Z consumer will be onto the next thing that highlights the key benefits quicker than you do.
This brings me to my first point of how generational differences can cost you clients:
3 reasons why you might be losing clients
Using the wrong communication style
If you want to avoid losing clients due to generational differences, you will have to start with your core branding and tone of voice. If you’re not hitting the right notes, your message with fall on deaf ears. For example: your ideal client is aged between 40-50, meaning that they would fall within Generation X. A very different buying persona than a potential customer who got accustomed to the online world at a young age like Millenials or Gen Z. Watch out for the language you use to make sure that your audience not only understands you but also gets you.
Take this another step further and decide how you want to address your audience. Do you want to communicate to them on an individual basis or are you trying to have a strong call to action for groups and communities?
INDIVIDUAL
Highlight the personal improvement your service or product will create.
COLLECTIVE
Highlight the impact you can create with your service or product on a larger scale
Using the wrong platforms
In addition to your tone of voice of your brand, you also have to think about how your clients will prefer to reach out to you and how they want to be contacted.
Consider these major questions before you launch your spiritual business:
- Are you prepared to reply to clients outside of “standard” working hours via DMs and private messages on social media?
- Are you willing to send information to customers over WhatsApp, iMessage, Viber or Telegram?
- Does your audience prefer to pick up their phone and have a traditional phone call with you?
- Do you have a professional email account?
- How easily can customers schedule Zoom / Google Meet / Skype video calls with you?
- Do you know what platform YOU would prefer to use?
- Do you have the resources to manage all communications manually or do you need to automate some of your communication processes? If you need automation, do you know how to do it?
You could have the best service or product out there but if it is a hassle for your clients to reach you or you’re using the wrong platforms to communicate with them, you’ll likely be losing potential clients purely due to generational differences and by not knowing what your customers prefer.
Ignoring existing clients’ journeys
As a spiritually aware being, you have probably heard about what Saturn return is and how it makes us change perceptions when we are reaching our thirties. If you are not following ancient astrology so much, then in broader terms, you might realise how people nearing their 30th birthday seem to have some level of an existential crisis going on. In a more traditional context, this is referred to as a midlife crisis.
How can this come up as a challenge for you when considering generational differences? Very simply put: the client you first connected with when she was 27 is very likely to be a different character a few years later when she reaches out to you again. Keep this in mind mainly for your Generation Z clients as they are not only the next generation taking over the majority of the global economy in the coming years, but they are doing this at a very challenging time while they’re also dealing with their Saturn return.
If you’re feeling a little lost how to fine-tune your ideas and how to take your spiritual business to the next level, I might be able to help you with my services. With a professional background of Marketing & Sales Director and Chief Executive Officer, you can be assured that your strategy planning of your spiritual business will be in expert hands. Besides my international experience, I’ve been seeking answers for 20+ years to help me understand better what our higher calling truly is on a collective level.
