Creativity Across Generations: From Coexistence to Co-Creation in PR

Creativity in PR has always thrived on diversity of thought. Today, that diversity isn’t just cultural or geographic—it’s generational. The best ideas now emerge not from any single age group, but from the friction and flow between them. From Gen Z associates to seasoned leaders, our teams already span decades of experience and expectation.

Therefore, the question isn’t whether we are multigenerational—it’s how we turn coexistence into co-creation that compounds creativity and business outcomes.

Why a multigenerational lens unlocks better PR creativity

Public relations succeeds when ideas are both original and resonant. Each generation interprets trust, authenticity, and influence through different cultural lenses. When those lenses are intentionally combined, campaigns travel further.

Industry analysis has repeatedly shown a correlation between creative quality and effectiveness—highly awarded creative ideas are roughly twice as likely to also be recognized for effectiveness as average ideas. [Source: thebrandberries.com], [ethicalmar...ngnews.com]

Zooming into India, the communications market is growing fast—and getting younger. PRCAI’s SPRINT 2024–25 reports that India’s PR industry reached ₹2,500 crore in FY23 (+19% YoY), with Gen Z talent and AI-enabled workflows among the top transformation drivers. The same study highlights a sharper focus on business outcomes and regional storytelling—both areas where multigenerational inputs can sharpen strategy and resonance. (Sources: [prcai.org], [ipsos.com], [brandequit...atimes.com]

What’s getting in the way

Silos persist within organizations. Expectations and motivations differ too. What Gen Z calls “authenticity,” Gen X may read as “oversharing.” What Gen X sees as “entitlement,” Gen Z reframes as “clarity.” Bridging these interpretations is emotional labour—but it’s also the new frontier of leadership. Deloitte’s [deloitte.com] 2024 Gen Z & Millennial survey shows purpose and development heavily shape Gen Z and Millennial choices, while experienced leaders optimize for credibility, structure, and risk management. Aligning these motives to shared creative and business outcomes will pave the future roadmap.

What needs to happen now: from coexistence to co‑creation

1) Reverse mentoring: from theory to trust

Leadership today isn’t about being the loudest voice; it’s about listening without judgment. I have seen junior execs give senior leaders a whole new lens on new emerging platforms and GenAI experimentation—while gaining confidence themselves. That’s when mentoring becomes mutual, not hierarchical.

Multiple studies—and India‑based academic work—position it as a strategic enabler when paired with psychological safety and role clarity. [emerald.com]

2) Brainstorms that include, not perform
Use structured prompts, rotating facilitation, and pre‑work so every voice contributes. Capture ideas in shared docs and run anonymous up‑votes before senior review to reduce halo effects.

This only works when people feel safe to speak up. We must normalize vulnerability—whether it’s a Gen Z exec naming burnout or a Gen X leader navigating tech transitions. “Creative exchange” meetings—30-minute show-and-tell sessions of wins, failures, and learnings—build trust and empathy.

3) Hybrid creativity: where AI meets instinct
AI is an equalizer when used responsibly—great for exploration, variants, and stimulus; humans remain the editors of truth, taste, and context. PR teams are already integrating GenAI into creative workflows (ideation, drafting, visualization), but preparedness and policies lag. Close the gap with training, clear guidance, and red-team checks. (Sources: [provokemedia.com], [media.muckrack.com]

As a millennial who straddles both instinct and experience, I see AI not as a generational divide but as an equalizer—one that lets everyone create faster, smarter, and more inclusively.

The last word

Our audiences are multigenerational; our teams already are too. Incentivizing inclusion: rewarding courage, curiosity, and co-creation—especially across generations, will help someone feels seen, heard, and empowered to challenge the status quo.

In the end, multigenerational teams don’t just make our work better—they make our industry wiser. When experience anchors imagination and new ideas challenge old norms, creativity compounds. That’s the true co-creation advantage.