Speaking the Language of Farmers—From Boomers to Gen Z

In today’s changing ag economy, understanding generational differences is more important than ever for ag bankers.

Jack Kasel of the Anthony Cole Training Group says, “It’s not about forcing people to do it our way. It’s about adapting to their way.”

Kasel works with bankers and says communication style is often the biggest difference between generations.

“Baby Boomers prefer face-to-face and written communication,” he explains. “Millennials and Gen Z? They’d rather text or watch a video.”

Because of these habits, Kasel encourages bankers to ask themselves: How do my clients like to get information? Then, adjust accordingly. In addition to communication, Kasel sees differences in how generations handle risk.

“Younger folks think nothing bad will happen to them,” he says. “Older generations are more open to planning, especially for succession.” He adds that farm transitions often involve both older and younger generations. “It’s not just a business deal,” he says. “It’s a legacy decision. Grandpa’s thinking about what he’s leaving behind.” That’s why it’s critical for bankers to know how to talk to both.

Kasel also warns bankers not to start with a sales pitch. “Too often, we talk about us,” he says. “Instead, ask questions that make them think. People can ignore you—but they can’t ignore their own thoughts.” He encourages ag professionals to “be curious” and let the farmer do most of the talking. “Think 80/20,” he explains. “They talk 80% of the time. Out of your 20%, ask questions 19% of the time.”

Kasel believes that effective bankers are willing to get uncomfortable. “That’s where the growth happens,” he says. “Be okay asking tough questions. You might unlock something that helps them make a better decision.”

When asked how to learn generational language, Kasel says, “It’s like visiting a foreign country. You don’t yell in your language—you learn theirs.”