THE best communication and marketing plans cannot achieve their desired outcomes without a thorough knowledge of target audiences. It is important to look at various facets, beyond just demographics, for us to be able to give our stakeholders what they need and want—which can then, hopefully, alter their behavior or shift their perception in our favor.
This is why it is imperative for public relations and marketing professionals—and customer experience executives like myself—to look at various forms of consumer studies so we can craft the communication and engagement plans that can give us the best possible outcomes.
Just recently, healthcare provider PhilCare released the results of its “The ABCs of Xs and Ys” study, which aimed to discover the work priorities and preferences, financial state and practices, and values and mindsets of Millennials or Gen Yers (27-42 years old) and Gen Xers (43-58 years old) in the Philippines. The online survey, which covered all 17 regions in the country, ran from October to November 2023 and had 400 respondents. Each respondent had to answer 40 questions divided into eight sections.
One of the findings that I believe would have the most impact on the way we engage with our workmates is the desire of both age groups to be entrepreneurs. The majority of respondents, or 53 percent, said they would rather set up their own businesses than be employees.
“The result suggests a growing desire for autonomy and ownership, a desire to create something that they will be proud of in years to come. That’s why I believe employers who want to attract top Gen X and Y talents should capitalize on their entrepreneurial spirit by finding ways to keep them engaged, and how to give them a sense of ownership and purpose that will help drive performance,” PhilCare Wellness Index Chairman Dr. Enrique Ona said in a statement.
Bosses can no longer expect their employees to be engaged just because they are being paid to do their jobs. They are no longer as beholden to their jobs as they used to be, as they have now been exposed to options beyond the four walls of the office.
This is very likely an offshoot of the Covid-19 pandemic. Thousands of workers lost their jobs then, forcing them to find ways to make a living elsewhere, outside of being an employee. The mass layoffs and business closures that happened starting 2020 proved that even the most seemingly stable jobs can be lost in the blink of an eye.
To prevent good talent from leaving, make them feel that they are your partners and not just employees—or worse, means to an end.
Second on the list of work preferences of the Gen X and Gen Y workforce was work flexibility. According to 38 percent of all respondents, they preferred flexible work arrangements vs. fixed working hours.
“The shift in mindset of Gen X and Y signals a departure from the traditional 9-to-5 structure, with both generations seeking greater control over their schedules. This demand for flexibility underscores the importance of prioritizing health, well-being, and work-life balance. Any business or organization that wants to win the war for talent should make creating a flexible work arrangement top of mind,” PhilCare Wellness Index lead researcher Dr. Fernando Paragas said.
Another thing worth noting here is that remote work was no longer a young people thing, he added. Even Filipinos in their 50s—traditionally more inclined to survive and thrive in a face-to-face work environment, viewed “the opportunity to work remotely as a strong motivating factor to consider a job.”
Again, this is very likely the result of the remote work arrangement that the Covid-19 pandemic forced most of the world to resort to during the early stages of the outbreak. Working outside the office was almost unheard-of in the Philippines, even among many multinational firms with offices here. Forced by circumstances, however, there was no choice but to let employees who can do their work remotely do just that: work outside the office.
Workplaces that can strike a balance between onsite and offsite work arrangements can reap the benefit of a more engaged and satisfied workforce, if the results of this study will be considered.
In terms of what Gen X and Gen Y employees would like to get from their employers, health benefits, job satisfaction, monetary benefits, and ease of travel are their top four. For millennials, health benefits and job satisfaction were their No. 1 and No. 2 priorities. These same elements were the top two priorities for Gen Xers as well, but in reverse order. Coming in at No. 3 No. 4 for millennials were monetary benefits and ease of travel. The same was true for Gen Xers, but again in reverse order.
As with their work priorities, both age groups had the same top three: get to protect my privacy, act responsibly for the environment, and am mentally healthy. Both the Gen X and Gen Y respondents stated protecting their privacy as the value that was most important to them.
Millennials placed more emphasis on environmental responsibility over mental health, while Gen Xers prioritized their mental health over environmental responsibility.
Among 12 values given to the respondents for ranking, both millennials and Gen Xers named “actively seek information about Philippine politics” as their least priority. They also placed low value on taking action about social issues and supporting the LGBTQIA+ community.
In terms of support systems, both age groups placed the most importance on keeping their family intact and ensuring that they are responsible for themselves and not a burden on anyone else. Millennials prioritized engaging in social events over being in a satisfying relationship. Gen Xers, on the other hand, deemed a satisfying relationship more important than being socially engaged.
This is but one study that reflects what’s important for millennial and Gen X employees, both in the workplace and in their personal lives. There are many more out there that may delve into other aspects of their lives. While you do not need to look through all of those to be able to engage them well and keep them happy enough to stay in your organization, at least consider finding out what they need and want. They are human beings that contribute to the success of your businesses, after all.
PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premier organization for PR professionals around the world. Abigail L. Ho-Torres is AVP and Head of Customer Experience of Maynilad Water Services, Inc. She spent more than a decade as a business journalist before making the leap to the corporate world.
We are devoting a special column each month to answer our readers’ questions about public relations. Please send your questions or comments to askipraphil@gmail.com.
Image credits: Tirachard | www.freepik.com