Generational Engagement Study

Bridgehead Collective commissioned the Center for Generational Kinetics and directed research to discover America’s perceptions of entrepreneurship, the gig economy, and, more pointedly, direct selling. Statistical significance was of utmost importance in this first-of-its-kind analysis, so the study represents a wide-sweeping sample that reflects America, with an equitable mix of genders, demographics, employment status, education levels, and location, allowing for a 97 percent confidence level.

Now completed, this groundbreaking study provides actionable insights across 10 Key categories:

  1. Perception of Industry and Channel

  2. Recruiting and Prospecting

  3. Motivations and Decision Criteria

  4. Onboarding and Getting Started

  5. Training

  6. Compensation and Value Proposition

  7. Recognition

  8. Incentive Trips and Events

  9. Retention

  10. Duplication and Role of Team Building

While every generation has strong feelings about recruitment, onboarding, and training, this study reveals that no two generations are remotely the same in what motivates them to want to stay in or leave a business. In fact, the data, it was common to see significantly polarized results. Each of these ten key categories provided new, actionable insights that every marketing, sales, field communication, and compensation team will want to design around.

From these 10 categories, we have developed a proprietary Generational Engagement Diagnostic tool that will provide a baseline score for how your business appeals to Generation Z, Millennials, and Gen X across each key element. 

To learn more about how this study can help shape your strategies going forward or to reserve a time for your diagnostic session, please click here.  

In order to serve our partners well, we are currently taking limited reservations for June and July.