Last week we were invited by Swiss Life to share our trend research on generations at their Leadership Conference. The event venue was the beautiful Hotel Belvoir just outside Zürich and we could not have wished for a more attentive audience nor for a better view.
In exchange for the great hospitality that we were spoiled with, we hope that we have been able to leave the intergenerational teams with better insights. The insights were made applicable for internal stakeholders on how to collaborate more effectively, and to target external consumer groups from different generations better. Our keynote presentation has provided the audience with lots of inspiration by sharing our insights on mainly the babyboomers, generation X’ers and millennials.
As TrendsActive we are keen on preventing human interactions that are merely based on assumptions, prejudices or only personal experiences. Instead we like to stimulate our audiences and clients to use insights from social-cultural research to facilitate their ideas or communication with different target groups. Our belief is that having deeper insights into what defines each generation can help bridge the communication between anyone, be it board members, colleagues, suppliers or consumers.
Our experience tells us that we can contribute to a more openminded and non judgmental environment. For Swiss Life we hope that we have done the same. Furthermore, our insights will enable Swiss Life to translate their brand purpose to different generations. With the acquired knowledge all attendees should be able to act more accordingly to what ‘others’ from another age think, feel and therefore need. The path of future intergenerational collaborations and marketing should be less rocky now than some paths in the Alps tend to be.