A survey by Seismic, a global provider of enablement technology, found that the technology adoption among multi-generational workforces is being hindered by resistance to new tech, according to their recent Generation Enablement survey. The study has found that about 61% of UK business leaders have encountered resistance to new technologies from different generational cohorts at their firm.
The investigation disclosed a level of reluctance to adopt enablement technology among all demographics, from Baby Boomers to Generation Z. Generation X was found to be highly resistant, with 74% of enablement users citing their resistance to the adoption of enablement technology at work. Millennials also displayed notable reluctance, with almost half (46%) of respondents noting their resistance to change.
Circumventing this unwillingness is of crucial importance for firms striving for organisational success and to maximise the efficacy of their go-to-market (GTM) teams. This becomes even more pivotal, as 84% of respondents plan to maintain or enhance their investment in enablement technology in 2024, 83% of whom stated that such technology is the key to weathering economic hardships.
According to Seismic's study, 42% of users encountered organisational difficulties in fully adopting enablement technology, frequently due to insufficient integration of their internal workflows with enablement tools. More than half (54%) of multi-departmental enablement users clocked inconsistent levels of technology adoption across GTM teams, with several factors being cited as reasons for this discrepancy, such as varying levels of technology readiness (64%), lack of knowledge regarding potential uses of enablement tech (51%), and higher resistance to change (42%).
To counteract this, 87% of respondents proposed that comprehensive, customised training programmes, catering to a variety of learning styles and preferences, are critical for adopting new technology. While 91% concurred that these programmes would be advantageous for all generations, the study highlighted a particular benefit for Generation Z. This group's topmost issue is their pace of learning and adapting to new technologies, with a fifth (21%) struggling in this region.
The need for such customised training programs is further underlined as 86% of respondents anticipate more generations to utilise enablement technologies in a professional setting in the next five years. Moreover, 46% would refuse to work for an organisation that bypasses enablement tools and nearly a quarter (22%) are currently pondering a departure from a company due to inadequate tools to support their success.
Paige O'Neill, the Chief Marketing Officer of Seismic, stated that "the most mature organisations are utilising enablement to tackle generational differences. Custom training, powered by enablement technology, empowers workforces of all ages." She also emphasised the role of enablement "in engaging customers, scaling GTM teams, adopting new tech, improving productivity, and integrating AI-powered workflows."
Patricia Peral, Senior Director of GTM Enablement at Beeline, expressed a similar sentiment, "Technology, enablement or otherwise, is only as good as its adoption. [...] We must ensure that we enable on tools not only at launch, but continuously, as people learn and adopt at different times in their journey."