A recent Forrester Research Inc. study The Generations of Financial Services Consumers reveals that the differences among Gen Yers, Gen Xers, seniors and baby boomers goes beyond just age, and financial institutions need to consider incorporating the generations factor into their future strategies. Despite their pronounced difference in everything from attitude and financial portfolio to channel preferences and relationships with financial providers, the study finds that there are some common themes that cross all generational lines. For example, while older groups are most likely to use the branch there is a significant number of younger consumers who prefer stepping into branches to buy new products and solve problems. In addition, the Web continues to grow in importance across all generations and cross channel agility is the wave of the future. Financial institutions looking to build strong relationships with all generations of consumers need to demonstrate consumer advocacy by building four key areas: simplicity, benevolence, transparency and trustworthiness. Research reveals consumer advocacy is a more important attribute than satisfaction. Here’s a look at some other generational findings: