To Ensure Your Organisation’s Future, You Will Need to be Multilingual

According to the Headquarters media kit, the majority of our readership is European, and a majority of the European readers are association-based. Even though my background is in association management, I have tried to make the columns that I have written for Headquarters over the past 10 years relate to a wide range of readers and not be just European- and/or Association- oriented. I think this time I can be pretty certain that my comments can be applied “universally.”

Author: Mark Levin, Executive Vice President of the Chain Link Fence Manufacturers Institute

Regardless if you are a professional working for a US professional society, a European trade association, an African tourism bureau, or an Asian resort destination, your future success may very well depend upon your ability to be multilingual. And I do not refer to how many languages you speak in the traditional sense (French, English, Farsi, Swahili, Mandarin Chinese, etc.).

You need to learn the ‘language’ of multi generations.

At no time in the history of the association and hospitality professions have we had to deal with a greater diversity of generations among our members, customers, leaders, and stakeholders. We have all been exposed to the demographics and generational descriptions – Baby Boomers, in their 60’s and 70’s, still occupying leadership roles in the private sector, governmental agencies and political positions, and not-forprofit organisations. Generation X men and women are frustrated by being overlooked as they are squeezed between the Boomers and the Millennials. Millennials now in their 30’s and 40’s wanting to become ‘The New Generation of Leaders’ in all fields; and Gen Zers just now graduating from university and looking to start careers, families, and lifestyle adventures.
 

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Each of these generations has a language of its own, and we need to be able to speak (sell, lead, etc.) in the language that applies to each. Here are some suggestions on how to be a multilingual professional in today’s diverse member, client, leader, stakeholder world:

1. Do your research: Be sure you can identify the characteristics of the various generations in your customer/member generations in your culture, in your part of the world, or in your profession or trade.
    
2. Customise your communications: Do not send generic messages about the value of joining your organisation or booking your property. Tell Boomers three ways they can gain professional recognition through your organisation; tell Gen Xers how they can ascend to top leadership or management in your profession; tell Millennials about the strength of your resort’s internet, Wi-Fi, and video communications technology; attract Gen Zers with Mentoring (or “Reverse Mentoring”) programmes.
    
3. Tailor your communications styles as well as your message: Remember the ‘learning curve’ of the various generations regarding technology. Boomers are basic: email is ok (finally); Xers and Millennials are fine with texting, instant messaging, etc.; Gen Zers want whatever is the latest technique or platform.
    
4. Use your ‘multilingual’ skills to build multigenerational collaboration and engagement: Advertise your ability to attract a multigenerational membership or clientele to your organisation or property as a lure for others. Promote the ability to interact with a (generationally) diverse group of people as a key benefit of being a member or traveling to your destination.
    

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We, as leaders in our respective professions, need to keep changing with the opportunities and challenges that will be presented to us. Generational differences – what many consider to be one of our biggest challenges – can also be one of our biggest opportunities.

All we need to do is learn the languages.

(Editor’s Note: Generation X – Gen X – born roughly between 1965 and 1980, and Generation Z – Gen Z – born roughly between 1997 and 2012, are distinct demographic groups with some overlap and distinct differences.)
 

Mark Levin, CAE, CSP has more than 20 years of experience as an association executive and is also an internationally-known speaker and consultant to the nonprofit and association community. He currently serves as Executive Vice President of the Chain Link Fence Manufacturers Institute, an international trade association, and as President of B.A.I., Inc., his speaking and consulting firm.

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.