Study: Generation X Most Popular Group Looked to For Leadership
Black Enterprise Magazine September/October 2018 Issue

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When it comes to the top generations that companies look for leadership, Generation X seems to be in the lead. According to a recent study by Ketchum, a global marketing, branding and corporate communications firm, 62% of people are looking beyond the Baby Boomers to leaders aged 35-50 to take over and define the future.  Only 10% are looking to millennials (ages 18-34.)


The study, which included 6,000 people in 12 countries on five continents for their thoughts on effective leadership, communication and the link between the two, also found that 24% of respondents around the world believe “leaders overall are providing effective leadership.

Check out some other telling findings from the study:

  • BUSINESS OVER POLITICS: Business leaders win when it comes to accountability and long-term thinking, but politicians rank at the bottom in those respective areas.
  • AFFECT ON SALES: In 2012, 60% of people said they boycotted or bought less from a company because of poor leadership behavior. This, in turn, led a greater drain on sales than positive perceptions enhance them.
  • CEO CREDIBILITY: CEOs are beaten by employees in terms of being trustworthy, with employees who people know as the “single most plausible ambassadors.”

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Janell Hazelwood

Janell Hazelwood is associate managing editor at Black Enterprise, managing content across core areas of Money, Career, Small Business and Technology. She is also a featured blogger with My Two Cents, providing insights on branding, millennial career development, employment trends and leadership. She was previously a content producer and copy editor for Black Enterprise magazine, working across several editorial sections. The Hampton University graduate got her start in the newspaper industry, having worked for companies including The New York Times and Scripps Howard News Service. Her works and insights have appeared on The Huffington Post, MadameNoire, E!Online, Brazen Careerist, CBS News, and Arise TV.