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Gen Z to Baby Boomers: What Utilities Should Expect From The Generations

Guest blog by Shaun Jackson, SVP, Marketing, KUBRA

They say age is just a number but generational differences play a big role in how consumers want to engage with organizations. In fact, they are more likely to impact preferences and expectations than socioeconomic differences. The top four generations we hear about most are Gen Z, Millennials, Gen X, and Baby Boomers. But who are they really and what are their customer expectations? KUBRA explores how utilities can adapt to generational differences in the upcoming webinar, “Gen Z to Baby Boomers: What Utilities Should Expect From The Generations” on Thursday, April 1, 2021. Read on to learn more.[1] 

Personalization is really important to Gen Z. They’ve grown up with personalized experiences like Spotifly playlists, Netflix recommendations, and Amazon product suggestions. Interestingly, 44% of Gen Z indicated that they will provide their personal data for a more personalized experience over an anonymous one, according to ZDNet. While Gen X (the parents of Gen Z) are often just looking to be acknowledged by businesses. As the smallest generation, they typically feel stuck and ignored between two major generations. While there are many differences among the generations, there are customer experience commonalities that all, or most, generations expect from organizations. These universal truths include:

  • Authenticity: Between generational stereotypes and the evolving needs of each demographic, all age groups are looking for an authentic experience that doesn’t leave them alienated or misunderstood.
  • Conciseness: Most generations want to receive short, concise messages from organizations. However, the channels they receive these messages might differ.
  • Social Media: All of the generations use social media for personal reasons, but not all use social media to interact with organizations. Utilities can take advantage of the various social channels to reach their targeted audiences. For Gen Z, this might be TikTok. For Baby Boomers, it might be Facebook.
  • Payment Options: Keep traditional payment options for Baby Boomers but optimize digital and mobile payment options for the other generations that are more willing to adopt new payment technologies.

It’s for these reasons that utilities should take the time to understand and anticipate the needs of each demographic to stay relevant, successful, and deliver a positive customer experience.

Join KUBRA on Thursday, April 1, 2021 for a webinar conversation that breaks down the wants and needs of each generation—including their communication preferences, billing and payment needs, and personalization expectations.

Click here to RSVP to this 30-minute webinar on Thursday, April 1 at 11:00 a.m. PT/2:00 p.m. ET covering:

  • An overview of each generation, including their unique wants and needs
  • Preferred communication styles and channels by demographic
  • Billing and payment preferences and expectations