b'THE OFFICIAL NFBA MAGAZINEUNDERSTANDING AND SELLING TO GENERATION ZTo keep your business alive and thriving, you will need to continue to sell to BUSINESS STRATEGEYthe next generation of consumers. But how much do you know about those who were born after 1995?BY Ted JanuszT o understand Generation Z, lets comparetheir extra hours and hard work, as well them to the other four generations ofas the resulting financial rewards that people that preceded them who may beaccompany them. Boomers live to work.currently buying from or working for you. In general, this generation is probably the most Maturesborn before 1946 materialistic of the five. The attendees of my These people could be your parents, grandparentsworkshops theorize as to why the generations act or even your great-grandparents. They tend to bethe way that they do. One attendee speculated that task oriented. Matures believe in rules of conductBaby Boomers are so materialistic because many and respect for authority. When they were young,of their parents, who were Matures, struggled they did not question; they simply did as they werefinancially while they were growing up. Therefore, told. Society was characterized by a militaristic,Matures instructed their Baby Boomer sons and top-down structure. After all, many maturesdaughters, We dont want you to deal with the hard grew up during World War II or the Korean War.times that we had to endure. Go make something Members of this generation, for the most part,of yourselves! So Boomers did.want conformity and rules. Generation Yborn between 1965 and 1980There has always been inter-generational conflict.Many of my attendees who are Gen Y feel like they Members of the next generation (Baby Boomers)are the forgotten generation. Everybody seems to probably approached Matures with You know,talk about Baby Boomers and Millennials, they maybe there is a better way to do things. Maturessay. Nobody seems to ever mention us.likely responded with, No! This is the way hasLike the Baby Boomers, most of Generation Y always been done. And it always will be donewants meaningful work. But with that desire comes this way! an important caveat:they also desire a healthy Baby Boomersborn between 1946 and 1964 work-life balance. They want relaxed dress codes, Most members of the next generation of employeesflexible leave policies and a freedom to do their desire meaningful work, and to have a bottom-linejob. Finally, they want a boss who is sensitive to impact on the success of the organization. But theytheir need for work flexibility and family values.also want praise, recognition and appreciation forMillennialsborn between 1981 and 199544 / FRAME BUILDER -OCT2020'