Communication is constantly evolving, especially in agriculture, where different generations interact daily. And how we interact depends on what generation we belong to, and the differences can be striking.
Kristin Pronschinske, CEO of Lookup LLC, studies the different generations, including Baby Boomers, Gen X, Millennials, Gen Z, and Gen Alpha, and how they communicate. Speaking at the AWC West 2025 Conference, Pronschinske says each generation has its preferences and, in the agriculture space, that comes with certain challenges. She says families need to learn how to adapt. She speaks from experience.
“I grew up on a dairy farm in western Wisconsin,” says Pronschinske. “What I found to be difficult was communicating with grandma and grandpa, just because I didn’t know how to pick up a landline phone and talk. I was a shy kid. So, the biggest thing about generational communications is focusing on how each generation likes to be communicated with.”
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She says baby boomers tend to prefer in-person conversations or phone calls. Also, boomers prefer clear and transparent talk. “They do not like jargon. When you’re talking to a baby boomer, be very transparent and focused with your conversation and communication, especially in a business and farm operating setting.”
Gen Xers like a mix of phone, email, and some texting. Millenials love to be texted, although they may not respond right away. “Fun fact about millennials. About 90 percent of them will open a text within 90 seconds of receiving that text. So, they’ll open them. Whether or not they respond is a whole other story.”
The more recent Gen Zs and Gen Alphas rely on technology and even AI for their communication. “The alpha generation is brand new. They’re about 12 years old or newer. In the U.S., an alpha is born every nine seconds. They’re going to have a whole different perspective and view about how they like to be communicated to.”
Despite that, Pronschinske suggests avoiding making any assumptions about any one generation. “Don’t be mistaken. Baby boomers are very adaptive to technology. They probably adapt to technology better than I do as a millennial.”
When it comes to bridging the communications gap between generations, storytelling plays a big part in keeping family history and farm knowledge alive.
“Talking about the stories and the years that have passed, sharing them with the newer generations is important,” Pronschinske explains. “My family likes to know how the generations were raised before us, so storytelling does work very well. It makes conversations more animated, and makes history come to life instead of just talking in monotone.”
So, what’s the solution? Is there a magic bullet that opens all the lines of communication between the generations? Not really, says Pronschinske. It’s not about finding one perfect tool but making an effort to understand each other. “Keep it simple. Respect each other and how each generation grew up. It comes down to asking people how they like to be communicated with.”
Pronschinske adds that whether it’s a phone call, a text, or even a Snapchat, taking the time to communicate in a way that resonates can help connect generations both on the farm and in the household.
