Forget About Generational Differences in Engagement and Embrace Behavior Instead

It’s time to shift the conversation from the work ethic and cultural divisions that come with generational differences to the behavioral factors driving engagement. Interest and personality are stronger indicators of engagement than age, writes Mark Athitakis for Associations Now.

Marketing firm MCI Group released a new report detailing how age-based persona metrics don’t provide organizations with useful information for consistently predicting who will show up to events. Erin Fuller of MCI Group explains how motivation and behavioral design are stronger predictors of what audience associations can expect. 

Athitakis gives the example of a “rising influencer” as one group to track. Influencers are mostly from generation Z, but regardless of age, this group exhibits strong technological knowledge and an emphasis on authenticity and safety in the workplace.

Another aspect to target could be education. Again not specific to age, education can give insight into how people best absorb information and then, consequently, associations can offer an event option more suited to their comfort level.

Studying where engagement already exists in an organization and focusing on how to expand on that program can be more helpful than trying new things.   

Associations that pivot their focus from demographics to the behaviors and career goals of their target audience can improve engagement and retention rates.