Four distinct generations make up the majority of today’s consumers and employees. Each generation brings its own unique perspectives, preferences, and expectations to their brand interactions. To succeed, brands need to ensure that the customer experience they offer meets with each generation’s consumer expectations.

Consumers also bring their expectations to work with them as employees. Their differing preferences for culture and values alignment, flexibility, AI adoption, and other employment attributes often reflect those they have as consumers.

Organisations looking to gain and retain a competitive advantage through experience leadership must consider both sides of the consumer/employee equation — across Gen Z, Millennials, Gen X and Boomers.

Our research report, based on interviews with 13,000 people globally, illuminates generational differences to help organisations design experiences that will set them apart.