As older generations move out of the workforce and newer ones move in, the values and cultural dynamic of a business can easily shift. While change is beneficial at times, these shifts over time impact not only the relationships employees have with the business but also their relationships with one another.
Developing a culture that can evolve with the times while still maintaining its true essence is a proactive, strategic way to boost employee satisfaction and team cohesion. Below, 18 Forbes Business Council members offer ways leaders can ensure their company retains its culture and values as newer generations gain more of a presence in the workforce.
1. Build An Adaptable Culture
A culture built on a set of strong, deep-seated values takes years to nurture. Rather than remain stagnant, it should be built to evolve and transcend the different generations of your workforce. If your culture only appeals to specific generations, it is neither great nor sustainable. To stay relevant, be diligent in hiring talent that fits the culture and pushes leadership. – Jeff Maggs, Brunner
2. Document Your Culture
You must document it. Put pen to paper and make sure every employee knows what the firm stands for and why it does what it does. Senior and mid-level leaders must all be telling the same story. It’s also just as important to start a mentorship program. Having someone outside a manager who can have transparent conversations, convey information and transfer the culture is critical to retaining talent. – John Abusaid, Halbert Hargrove
3. Prioritize Maintenance Of Your Cultural Foundation
A company’s cultural DNA—its core values, principles and mission—must remain intact as workforce generations shift. While adaptation is natural, the foundation must stay strong. Hiring for cultural alignment, empowering employees as ambassadors and integrating values into daily decisions attract like-minded talent who sustain and champion the culture, ensuring long-term success. – Maks Dzherikhov, RNRS Solutions
4. Focus On Flexible Core Values
Focus on core values like safety and team support but allow flexibility in how they are upheld. Engage employees across generations to co-create culture, ensuring traditions evolve while staying true to the company’s mission. Foster open dialogue and adaptability to respect both legacy and innovation. This balance keeps culture strong while embracing new ways of working and collaborating. – Parna Sarkar-Basu, Brand and Buzz Consulting, LLC
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5. Foster A Sense Of Belonging And Purpose
It starts in the recruitment phase, as hiring for diversity is only the beginning. True inclusion comes from the connections between people, whether it’s through shared values, interests or collaboration. Build bridges from day one by fostering a sense of belonging and purpose. The culture thrives when people feel truly connected to one another, bridging age and other gaps seamlessly. – Marco Gam, Conmedia ApS
6. Create Alignment Between Employee And Individual Goals
Making sure that employee goals and organizational goals are aligned is the key to future-proofing your company culture. As older talent leaves and newer talent takes their place, informing the reskilling and upskilling opportunities of the younger generation with organizational values will not only set up the younger generation for success but also preserve the culture you’ve worked so hard to establish. – Tim Brackney, Springline Advisory
7. Ensure Leaders Embody The Culture
It’s not about generations; it’s about leadership and people who transmit the company’s values and culture on a daily basis. As long as leaders are truly aligned with the culture, it builds trust among members of the team and motivates them to follow and integrate with much less resistance. The worst scenario is when leaders talk about the values in one way while doing exactly the opposite. – Petr Tolochkov, Way2AR
8. Take An Active Role In Preparing And Training Each Generation
What I am seeing is the growth of multigenerational workforces where there are employees ranging from 15 to 70. The critical element to managing this workforce is to take an active role in preparing and training each generation. Focus on communication skills and on the strengths of each generation because we all have something to offer. Ensure mentoring happens up, across and down in terms of age. – Jaqui Lane, The Book Adviser
9. Establish Mentorship Programs
Organizations should establish mentorship programs to retain company culture and values amid generational shifts. Pairing seasoned employees with newer ones preserves cultural awareness and helps team members embrace fresh perspectives. Embedding core values in training and leadership ensures continuity. Honoring lived experiences and historical context keeps the mission strong as the workforce evolves. – Tava Scott, T. Scott Consulting
10. Put New Hires And Senior Associates On A Kaizen Team
Every company has employees recite values. However, few employees see those values in action. Partner new hires with senior associates on a Kaizen team. Kaizen requires an understanding of legacy processes and fresh ideas. The intensity of a five-day Kaizen creates an uncommon bond among teammates. Company values are better understood through the process of “doing” vs. simply reciting words. – Gary Hoover, TBM CONSULTING GROUP
11. Promote Culture Through Daily Actions
Culture isn’t what you say—it’s what you do consistently. To keep it strong as generations shift, embed it into daily actions rather than just keeping it as words on a wall. That means hiring people who align with your values, leading by example and reinforcing key principles through mentorship and ongoing communication. When culture is lived, not just stated, it stays intact—no matter who’s coming in or out. – Aaron Harper, Rolling Suds
12. Maintain Continuous Communication
Continuous communication is key. As leaders, we need to create engagement zones and exchange opportunities. We have now started an employee-led culture program to integrate all stakeholder groups and give them a voice in our company. In joint working sessions, we periodically review our DNA and values, and then adopt changes if they are jointly agreed upon. The leadership team facilitates and acts as role models. – Michael Wegmüller, Artifact SA
13. Cultivate Company Awareness
As the gap between older and younger generations widens, awareness is key. Businesses need to recognize how different generations communicate and make decisions while ensuring the business model remains relevant. Employees and customers are evolving, but a clear vision, solid processes and a culture rooted in core values will keep companies adaptable and aligned, no matter who’s in the room. – Deisell Donahoe, DIOSS LLC
14. Appoint A Cultural Ambassador
Companies should have a culture ambassador just like how soccer teams rely on veteran players to pass down values. This role ensures new employees absorb the company’s culture, stay aligned with its mindset and maintain core principles. A strong culture isn’t just built—it must be reinforced continuously to keep the organization’s vision alive and thriving. – Marco Scanu, 345 Group LLC (dba Visa Business Plans)
15. Encourage Cross-Generational Knowledge-Sharing
One way to retain your culture and values is through mentorship and reverse mentorship. Encourage cross-generational knowledge-sharing so employees learn from each other, keeping values alive while evolving as needed with the workforce. As new generations bring fresh perspectives, a strong mentorship culture ensures values stay relevant to reflect changing needs, expectations and ways of working. – Cheryl Fields Tyler, BDO USA
16. Host Once- Or Twice-Yearly Lunches
A company can’t retain everything about its culture because younger generations will bring their own. However, it can retain the most important aspects of its current culture in big and small ways. One way to bridge the gap is hosting a semi-annual or annual lunch for retirees to mingle with younger workers. Another way is to post stories, quotes and character qualities established by the founders. – Baruch Labunski, Rank Secure
17. Plan For Regular Cultural Rebirths
Plan for your company culture to die and be reborn every few years. Instead of preserving outdated traditions, empower younger employees to remove values and practices that no longer serve the company and its customers. – Shayne Fitz-Coy, Sabot Family Companies
18. Invite All Employees To Shape Company Values And Practices
A generational shift in the workforce is inevitable. Maintaining a strong company culture means understanding that it’s not about clinging to the past or blindly following the latest trends; it’s about blending the strengths of each generation to create something even better. Involve employees of all ages in shaping core values and practices. – Romain Pison, NoviCarbon
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