Working with the generations

Golf business leaders realize that attracting and retaining players is a different challenge than it was 10-20 years ago. A related challenge is managing today’s workers, both in the clubhouse and on the course. Helping us is a better understanding of generational influences on both the marketplace and the workplace, because golf facilities currently hire and market to at least four living generations.

To stereotype by generation or age is dangerous, but being aware of potential motivations and values aids in communication. A quick summary of generational dynamics follows. Click on each generation title to read more specifics to help in managing and marketing to different age groups.

For best results in all situations, work toward a relationship of trust, that is, work together to overcome the sense of “us” versus “them.”

• Traditionalists (born 1900-1945) are now 60 years and older
  Keep in mind that this group either fought in war or was born during a war. Community-minded and loyal to institutions, they tend to join clubs and associations because “it’s the right thing to do.” The group includes the richest, most free-spending retirees in history, along with some who are surprisingly still at work, based on unexpected economic drops.

• Baby Boomers (born 1946-1964), now 41– 59
  This generation is the largest alive today and includes the save-the-world revolutionaries of the ’60s and ’70s. They are wealthy, free-spending and can be receptive to credible advertising – they want to make smart purchases. Often finding themselves crunched for time, they live the paradox of having a strong sense of family and a strong sense of responsibility, turning them into workaholics. Many are sandwiched between caring for their elderly parents and newly adult children (and even grandchildren).

• Gen-Xers (born 1965-1980), now 24 – 40
  Instead of viewing them as overly independent, even aloof, keep in mind that Xers grew up as latchkey kids, taking care of themselves at an early age. Grow their trust by involving them in decision-making processes, considering their input. When training and marketing to Xers, share the “why” and value along with the “what.”

• Millennials (born 1980-2000) are younger than 24
  Entrepreneurial and independent, communication with Millennials is easier when you view each with a significant role on the team. Push contribution to facility vision to motivate them to perform at the top level. Diversity is understood by the younger generation at its core. Keep in mind that these youngsters grew up with well-developed technology all around them – way beyond Pong on the television screen – so when you need assistance with the office computer, think of your younger staff as a ready resource.

Sources: 2005 ASAE Marketing and Membership Symposium, Chuck Underwood, The Generational Imperative; They’re Not Aloof…Just Generation X: Unlock the Mysteries of Today’s Human Capital Management, Michael R. Muetzel; Peter de Jager, www.technobility.com; “The Millennial Generation and Strategic Opportunities for Your Club,” Lee Hoke, Ph.D, Club Management, Aug. 2004; www.generationsatwork.com, Claire Raines; BusinessWeek, Aug. 26, 2002.