I had lunch. Not exactly Earth shattering, I know. I had lunch and got in a conversation with the waiter who was 26, married, with dog, family in town for the holidays. Difficulty dealing with Dad visiting wanting to be "a friend" but also a father.
The conversation progressed into generational differences. Generation X and generation Y are the first generation where knowledge went backwards. This is not my concept, it comes from the book Generations. The concept is that kids growing up in the 50s got information from their parents. Knowledge went from older to younger. Trends might differ, but the overall knowledge was held by the elders and passed to the youngers. With X, again from the book, for the FIRST time knowledge went backwards between generations.
Generation X was called from their rooms, into the living room, asked how to operate the remote/TV/Apple IIc/whatever. We answered the questions. We were dismissed. "Thanks" and "Please go away now." This of course creates a transactional attitude on the part of the younger. "You call me in to answer questions, so what is in it for me?" or "I answered your question, so can I borrow the car?". You have to admit this is reasonable. But I am an Xer so you might not agree, but I assure you, it IS reasonable.
Yet, reasonable or not, a Gen X, who has been conditioned, meets a brand that is all about themselves and you have a train wreck (DISCLOSURE: I hate Capital One). The brand is talking to them like a "Boomer", talking down, and that doesn’t play. At all. Not transactional never mind conversational.
Too much of a topic for a single post, but Boomers, Xers, Millenials must all be communicated with on THEIR terms. Step 1 is to acknowledge the difference.