Mastering Multi-Generational Communication in Asset Management

Are You Still Speaking to All Your Clients the Same Way?

If you’ve ever walked out of a client meeting thinking: “That just didn’t land!”, chances are you weren’t talking their language.

And by “language,” I don’t mean English, Afrikaans or isiXhosa – I mean generational language.

In asset management and financial services, your clients likely range from Baby Boomers planning for legacy, to Gen Z’s investing in clean energy through apps. That’s four generations – with four very different worldviews, needs, and communication preferences.

And yet, many professionals still fall into the trap of using one style, one tone, and one format- for everyone.

The result? Mixed messages, missed opportunities, and sometimes, missed clients.

Let’s change that for you.

Why One-Size-Fits-All Communication Doesn’t Work Anymore

We currently live in a world of hyper-customisation. Spotify curates our playlists. Netflix suggests our next show. Even our running shoes are custom-fitted.

So why should client communication still be generic?

Here’s what each generation typically values when it comes to communication style:

• Baby Boomers (1946–1964)
  Like personal contact. Prefer something they can hold. Value tradition, respect, and consistency.
• Gen X (1965–1980)
  Want straight talk. Value efficiency and clarity. Prefer information they can process alone, then respond.
• Millennials (1981–1996)
  Seek collaboration. Expect transparency. Respond to friendly, tech-savvy, purpose-driven messaging.
• Gen Z (1997–2012)
  Need speed. Demand visuals. Value realness. Their attention span is short—but their expectations are high.

If you’re not tailoring your communication to suit these generational profiles, you might be losing connection – and influence.

Tailoring Your Message: A Simple Guide

Let’s break it down. Here’s what each generation is looking for- and how you can adapt.

Baby Boomers (Born 1946–1964)

Values: Trust, respect, stability
Style: Formal, polished, relationship-driven
Preferred channels: Phone calls, face-to-face meetings, printed reports

Tips to connect:

• Open with your experience and track record
• Reassure them with language that speaks to legacy and long-term planning
• Respect formality—address them properly, avoid slang or overly casual tone
• Use printed or PDF summaries they can refer back to

They trust humans, not platforms. Make it personal.

Gen X (Born 1965–1980)

Values: Efficiency, independence, logic
Style: Concise, no-nonsense, factual
Preferred channels: Email, dashboards, data-driven presentations

Tips to connect:

• Lead with facts and logic
• Don’t sugar-coat—get to the point
• Provide performance breakdowns and risk/return analyses
• Offer control—let them digest and respond in their own time

They’ve seen trends come and go. Earn their trust through clarity, not charm.

Millennials (Born 1981–1996)

Values: Purpose, openness, inclusivity
Style: Conversational, collaborative, mobile-friendly
Preferred channels: WhatsApp, Teams, Instagram, mobile apps

Tips to connect:

• Use a friendlier tone – more “let’s explore this together” than “here’s what you should do”
• Emphasise ESG and values-based investing
• Offer insights into how their money creates impact
• Keep content mobile-first, with short videos, carousels, or infographics

They want to understand the ‘why’ behind the investment. Make it mean something.

Gen Z (Born 1997–2012)

Values: Speed, authenticity, social relevance
Style: Visual, fast-paced, real
Preferred channels: Reels, TikTok, YouTube Shorts, memes

Tips to connect:

• Ditch the jargon—talk like a human
• Use short, bold visuals or 1-minute explainer videos
• Be authentic- show your personality and values
• Highlight relevance: “How is this investment changing the world?”

They were born with a screen in hand. If you’re not adapting, you’re invisible.

Mini Makeover: Rethink Your Next Client Update

Here’s how you might tweak your quarterly report delivery:

• Boomers:
  A personalised printed summary + a follow-up phone call.
• Gen X:
  An emailed PDF with performance dashboards and a link to a detailed analysis.
• Millennials:
  A 2-minute voice note, followed by a link to a short webinar on ESG trends.
• Gen Z:
  A bite-sized Reel highlighting the latest sustainability metrics in their portfolio.

These aren’t gimmicks. They’re thoughtful, respectful nods to how your client wants to be communicated with – and how they’re most likely to engage.

The Payoff: Connection, Credibility & Career Growth

Mastering multi-generational communication doesn’t just make you a better communicator. It makes you a more trusted, agile and influential professional.

Here’s what you’ll gain:

• Stronger Influence: You win buy-in faster when people feel heard and understood.
• Client Retention: Clients stay longer when your style matches their needs.
• Career Growth: Adaptive communicators make better leaders.
• Team Harmony: These same skills help you connect with colleagues across generations.

And if you’re in South Africa – a country rich in diversity across age, language and culture – this kind of flexibility is not just helpful. It’s essential.

Ready to Sharpen Your Communication Edge?

If you’re ready to connect more strategically, boost client engagement, and stand out as a trusted professional in a noisy market- let’s talk and make it happen.

At Communication Guru, we specialise in helping investment professionals become powerful communicators across all platforms and audiences.

Whether you’re presenting to a boardroom of Boomers, chatting with Millennials on Teams, or sending ESG updates to Gen Z via Instagram – we’ll help you say it better, every time.

Email us at john@johnfrench.co.za

Let’s help you speak the language of success – across generations, with heart.