Growth depends on understanding what drives people

Age tells you something. It doesn’t tell you everything.

This global research reveals the behaviours and motivations shaping engagement across generations and how deeper human understanding can create stronger connection and growth.

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A global research initiative that uncovers what drives
audience engagement across generations.

Introducing: Decoding generational behaviours, motivations and myths, presented by mci group

Why organisations must rethink what drives audience engagement.

For nearly four decades, mci group has helped organisations build trust, participation and meaningful human connection. This global report explores what truly drives engagement across generations.

Combining cross-country audience data with insight from mci group professionals around the world, it moves beyond stereotypes to reveal the behaviours, motivations and expectations shaping more relevant experiences, stronger participation and long-term growth.

Understanding generations is not about labels—it’s about knowing what moves people.

Key insights

Different generations. Different signals.

54%

Gen Z responds to emotion and authenticity

54% of rising influencers say emotional messages convince them, compared with 42% across the other generations. Tone, narrative and authenticity matter.

62%

Millennials see events as a stage for visibility

62% of purpose-driven pragmatists use events to build their networks, share ideas and increase their visibility. Give them clear outcomes and meaningful opportunities to lead.

38%

Gen X takes a more measured approach to risk

38% of pragmatic decision-makers see themselves as risk-takers, compared with 55% of Millennials and 51% of Gen Z. They respond best when the value is clear, the evidence is credible and the risk is managed.

31%

Baby Boomers hold a higher bar for quality

Only 31% of legacy leaders prefer “good enough” over “perfect”, compared with 49% across the other generations. They value rigour, credible outcomes and delivery that stands up to scrutiny.

Download the report

Decoding generational behaviours,
motivations and myths

A practical guide to what drives people to connect,
contribute and participate across generations.