Digital Etiquette Mind the Generational Gap
The Adaptavist Group: Bridging the Generational Gap in the Digital Workplace
The Digital Etiquette research series, now in its fourth year, was born from a conversation at The Adaptavist Group's (TAG) head office a few months before the COVID-19 pandemic. Questions like "Is it rude to send an email to my boss at 9 PM?" and "How do I navigate the etiquette minefield of video calls?" sparked the idea for what would become a hallmark of TAG's communication strategy.
As the fourth year approached, the report focused on the fact that for the first time, there are up to four different generations working together, to explore how different age groups coexist and collaborate in the modern workplace and the importance of effective communication in mitigating conflicts.
The generation gap feels particularly pronounced today, influenced by economics, politics, technology, and the impact of hybrid working. The traditional model of trickle-down knowledge is being disrupted; younger employees possess tech skills they can teach their elders, while older workers hold essential soft skills that younger colleagues need to master. Our goal was to help businesses understand these generational differences to create a harmonious and productive modern workplace.
A Holistic Campaign: More Than Just Research
This year's edition, dubbed "Mind the Generational Gap," was a comprehensive communication campaign spanning multiple territories, going beyond a simple research project.
The campaign was grounded in insight with a sizable research project which garnered 4,000 responses from knowledge workers across the UK, US, Canada, Australia, and Germany. The findings were fascinating: 79% of workers experienced communication conflicts across generations, from misinterpreted tone to emoji confusion. Moreover, 90% of teams had a conflict over digital tools, with Generation Z leading in tool-related skirmishes at 93%. Perhaps most concerningly, only 12% of Generation Z said they communicate clearly at work when collaborating with other generations.
To ensure these findings reached the right audience, TFD crafted a range of media pitches leveraging different angles and trending topics, targeting media with localised outreach in each region. Our international team created tailored press releases, making the research relevant to their respective areas, and we utilised sophisticated data analytics software to gain a deep understanding of the nuances in each territory. We also brought in experts like Dr. Eliza Filby in the UK and Claire Madden in Australia to provide insights and context to the findings, further amplifying thought leadership.
On launch day, we executed a co-ordinated media push, reaching out to a broad spectrum of media, including broadcast, national, business, HR, tech, and trade publications. This was enhanced and amplified with a broadcast day in the UK with Dr Eliza Filby as well as employee engagement, bringing the research to life for TAG employees through a Show & Tell session with Dr Eliza Filby imparting her knowledge. A social media initiative via LinkedIn with a panel of experts, each representing the four different generations, fostered internal conversations and learning. This multi-faceted approach ensured that "Mind the Generational Gap" reached a wide and diverse audience, sparking conversations about the challenges and opportunities presented by a multigenerational workforce in the digital age.
Did It Work?
The approach paid off, generating a huge wave of media coverage and digital engagement. The survey findings were featured on 23 UK radio stations, reaching 5,582,965 listeners, and 2 TV appearances, reaching 700,000 viewers. The campaign achieved global press coverage in top-tier publications across the five target territories, with a total article reach (UVPM) of 15,022,248. The Digital Etiquette landing page on the TAG website saw 2,137 views, while the TAG website overall experienced 7,695 views in the month following the survey launch. The LinkedIn campaign also saw impressive engagement, with the top-performing post garnering 80 likes, 40 reposts, and a total of 218 engagements.
Ruth Collett, CMO of The Adaptavist Group, commented on the success of the campaign, stating, ‘Mind the Generational Gap’ has sparked meaningful conversations about empowering the multigenerational workplace, aligning perfectly with our mission to make business better. This campaign has further established The Adaptavist Group as a thought leader in navigating the complexities of the digital age. We’re excited to continue driving positive change in workplaces and are already looking forward to next year!’”
But the journey doesn't end here. To further extend the reach of the "Mind the Generational Gap" campaign, we are launching a second phase that promises to keep the conversation alive for months to come so stay tuned!
Insight-Driven Strategic Communication:
The success of "Mind the Generational Gap" demonstrates the power of insight-driven strategic communication. By delving into the multigenerational workplace, TFD positioned The Adaptavist Group as a thought leader, sparking meaningful conversations about digital etiquette and workplace transformation. This campaign underscores the importance of developing communication strategies that resonate across age groups. As we navigate the digital age, these insights will be crucial in fostering collaboration, innovation, and a better working world.