Stop Treating Generations the Same - Engagement Isn’t One Size Fits All

In today’s fast-moving world of hybrid work, digital transformation and shifting workforce expectations, leaders face a familiar challenge: keeping employees engaged through change.

Employee engagement is one of the strongest predictors of whether people will stay or go. Research by Institute for Employment Studies shows that highly engaged organisations achieve better retention, productivity, and performance.

Generic engagement programmes are increasingly ineffective. According to the UK, only about 10% of employees say they are engaged at work, with some estimates putting the cost of disengagement in the UK economy at £257 billion annually.

Employees now expect personalisation: communication and support that reflect their priorities, recognition that feels genuine, and clarity about how change affects them individually.

Tailoring doesn’t mean four entirely separate strategies, it means one coherent plan built on insight, communicated in a way which resonates with each employee cohort. Emotional analytics allow you to identify which channels, messages and leadership behaviours build trust and drive motivation for each generational group.

The cost of traditional engagement tools

Engagement scores alone don’t tell the full story. These scores show what employees think, not why they feel that way. Without uncovering the emotional drivers behind the numbers, leaders are left guessing. Even when action is taken, it can miss the mark. For instance, a drop in engagement might be assumed to stem from workload, prompting wellbeing initiatives, when the real issue is feeling undervalued or excluded. Without understanding those emotions, the root cause goes unaddressed, and disengagement persists.

At Inpulse, we go deeper than just engagement scores. By measuring these, but also the emotions driving them, we help leaders understand what’s causing satisfaction or dissatisfaction, whether that’s anxiety about change, lack of recognition, or a need for purpose. But the story doesn’t stop there…

Generational world-views shape what people value in their careers. According to Deloitte’s 2025 Gen Z & Millennial Survey, roughly 89% of Gen Zs and 92% of Millennials say a sense of purpose is important to their job satisfaction and well-being. Meanwhile, Millennials and younger employees report significantly lower belief in their organisation’s mission compared to older cohorts.  This shows that each generation defines purpose differently, so leaders must tailor how they communicate and support people through change to sustain engagement.

Why Generational Insights Matter

While everyone wants meaning, growth and respect, generational world-views shape how people interpret change.

• Baby Boomers (1946–1964): Built careers during economic growth and corporate stability. They value loyalty, structure and acknowledgement of tenure, consistency signals belonging.
• Generation X (1965–1980): Grew up as self-reliant bridge-builders between analogue and digital worlds. They prize autonomy and practicality, preferring results over rhetoric.
• Millennials (1981–1996): Came of age amid globalisation and rapid tech change. They seek purpose, fairness and development — viewing learning as essential to fulfilment.
• Generation Z (1997–2012): Entered the workforce amid uncertainty and digital saturation. They value authenticity, wellbeing and psychological safety, work must feel genuine and impactful.

These world-views don’t divide teams but they shape interpretation. For example, a recent report found 62% of HR managers say Gen Z is the hardest generation to engage at work, indicating that newer cohorts have different expectations and engagement needs (Kahoot!’s 2025 Workplace Engagement Report). Another study showed that 89% of organisations believe varied learning/training experiences help different generations adapt more confidently during transformation (Transform).

Understanding these differences allows leaders to anticipate concerns, tailor communication, and build connection, rather than applying a one-size approach.

The Manager Effect

Managers play a pivotal role in engagement and retention. Research from Gallup shows that up to 70% of the variance in team engagement is attributable to the manager. Inpulse data shows that strong leadership capability can boost engagement by more than 40% points. Particularly, Inpulse data shows that when employees feel supported by their line manager, engagement increases by 44% points. When employees gain feedback from their line managers their engagement increases by 42% points. Finally, there is a 45% point increase when employees feel valued by their line managers.

When managers adapt their approach, giving Gen Z clarity and frequent feedback, Millennials opportunities for development and flexibility, Gen X trust and ownership, and Boomers respect and support, the outcome is higher engagement across the board.

But only about 6% of organisations believe their leaders are effective at bridging generational differences (Deloitte). That means many change programmes fail to align leadership style with generational needs, losing momentum and risking turnover.

So, are you still using traditional engagement surveys which give you a score and no direction? Do you really understand what your people value, what will engage them and what causes their disengagement?

How Inpulse Helps

Inpulse enables organisations to act on engagement, not just measure it. Through our emotional insight platform we help leaders to:

• Understand the why behind engagement scores.
• Tailor communication and recognition to generational needs.
• Coach managers to adapt their leadership style effectively.
• Track emotional trends to anticipate risk of disengagement or attrition.

By shifting the focus from “what’s up” to “why it’s up or down”, you can move beyond the survey and build engagement that lasts.

Final Thought

Engagement can’t be treated as one-size-fits-all. Each generation experiences work, purpose, and change differently, and leaders who ignore those nuances risk disengagement and turnover. By combining emotional insight with generational understanding, leaders can target the real causes of disengagement, communicate with relevance, and create action that truly connects. That’s how engagement becomes meaningful, and lasting.

Download our free guide Leading Different Generations Through Change for materials to share with your team.