2021_Alabama_Grocer_Issue_3

Generations Multiple How to Navigate

in Your Stores and in Your Workplace

By Cam Marston Whether as customers or coworkers, generational clashes can hold your business back from reaching its potential.

the workplace and marketplace. We help our clients understand the constant changes of generational workplace and marketing preferences and our nation’s demographics. What one generation prefers in a marketing message may turn off another. Workplace incentives may appeal to one generation while disincentivizing another. It’s our job to highlight these differences for our customers across industries and work with them to solve the problems these differences create. “Fifty Years of Serving Customers” Vs. “Expect Stocked Shelves, Friendly Staff, and Competitive Prices Today, Tomorrow, and Onward” A point of pride for any business that’s been around for a while is its longevity. We see and hear this across industry: “Your local plumber since 1980.” “Serving customers for over twenty years.” “Celebrating the beginning of our next fifty years serving our community.” Etc. Businesses of all sorts that make it over “the hump” of longevity – whatever that is – tend to promote themselves this way.

I’ve enjoyed a funny meme making its way through social media these days. It says to hear the music of Generation X’s youth all you need to do is go to the grocery store. It’s playing as the background music while you shop. And, as it turns out, rightfully so. Generation X is the generation spending the most on groceries today. Born between roughly 1965 and 1979, the Gen X’ers are the ones with kids who can never be sated. Per the Bureau of Labor Statistics, Gen X is spending approximately $10,000 per year on groceries. The Baby Boomers and Millennials are each spending about $8,000. I know what I’m talking about. My wife and I have four teenagers and more than “Good morning,” “I’m going out with friends,” and “Can I have some money?” we hear, “There’s nothing to eat. We have no food. When are you going to the grocery store again?” though I may be standing in the kitchen loaded with grocery bags fresh from the third or fourth store run of the week. With four teenagers, I wish my wife and I spent only $10,000 per year. For over 20 years my firm has studied generational and demographic trends in

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