Why Marketing Teams Are Betting on Gen X Over Gen Z

The generational composition of marketing teams can significantly impact a brand’s ability to connect with its audience, innovate, and ultimately thrive. We’re seeing a notable shift in hiring preferences, particularly when integrating Gen Z into the workforce. Challenges employers have faced with recent Gen Z graduates range from a lack of professional preparedness to difficulties managing workloads. This trend has prompted a realization of the benefits that Gen X employees bring to the table, especially within marketing roles.

Unpacking the Challenges with Gen Z

A recent survey from Intelligent.com revealed that 38% of employers now avoid hiring recent college graduates, favoring older, more experienced workers. The reasons are multifaceted, from unreasonable salary expectations and poor interview etiquette to a lack of readiness for the professional environment. Nearly half of the employers surveyed have had to terminate a Gen Z employee due to these and other challenges.

Such concerns are magnified in marketing, where communication, presentation, and strategic thinking are paramount. Marketing professionals are not only expected to be adept at navigating various platforms and tools but also possess the insight to understand and predict market trends, engage with diverse demographics, and contribute to the strategic direction of their brands. The perceived lack of these skills among recent graduates can make employers hesitant to invest in young talent.

The Case for Gen X

Enter Gen X: a generation known for its adaptability, experience, and unique position in the digital transformation timeline. Gen X professionals grew up during the advent of the internet and digital technology, giving them a foundational understanding of these tools and the adaptability to learn and evolve with new platforms and trends. This blend of experience and flexibility makes them particularly valuable in roles requiring strategic insight and a deep understanding of traditional and digital marketing channels.

Moreover, Gen Xers are often credited with strong work ethics, independence, and problem-solving skills—qualities honed through years of navigating the workforce without the constant oversight that technology now affords. These traits are invaluable in the fast-paced, often autonomous marketing world, where quick thinking and initiative can differentiate between success and failure.

Bridging the Gap

While the challenges with integrating Gen Z into the workforce are real, it’s crucial to recognize the value of generational diversity within teams. Each generation brings unique perspectives and strengths that, when harnessed correctly, can foster innovation and drive success. For instance, Gen Z’s digital nativity can complement Gen X’s strategic thinking and experience.

To leverage the best of both worlds, brands might consider mentorship programs that pair younger team members with experienced professionals. This facilitates the transfer of knowledge and skills and fosters a culture of learning and collaboration across generations.

Moving Forward

As marketing teams navigate the challenges and opportunities presented by the generational dynamics within the workforce, it becomes increasingly clear that a balanced approach—one that values the unique contributions of all team members, regardless of age—is essential for sustained success. In the immediate term, however, with the challenges associated with hiring and integrating Gen Z into professional environments, Gen X appears to be a safe bet for organizations looking to strengthen their marketing efforts.

While Gen Z undoubtedly represents the future, there’s a compelling case to be made for the immediate value that Gen X brings to marketing roles today. As employers strive to build resilient, adaptable, and innovative teams, a deeper appreciation of the strengths inherent in each generation can pave the way for more effective, dynamic marketing strategies that resonate across demographics.