Culture Building

Culture building is some of the most important work you will do as a leader, but oftentimes it’s the thing we take the most for granted. Plagued by goals to achieve, staff to manage, programs to run, and board members to make happy, the stewardship of our team often gets relegated to the back burner.

We are entering an era of leadership that makes culture more important than ever. Employees (and volunteers) are eager to be a part of cultures that align with their values and beliefs. They don’t want to just work to make a living; they want to work to make a difference.

The beauty is that all generations have something to contribute to shaping the culture of your team.

There are two dynamics creating tension points for most organizations: 1) multiple generations in the workplace with differing priorities and perspectives, and 2) the pace of work continues to accelerate due to technology.

The beauty is that all generations have something to contribute to shaping the culture of your team. Let’s look at four reasons to be intentional about culture right now.

Four Reasons to Be Intentional About Culture:

1. Purpose matters more than ever.

Great cultures are built on a clear sense of purpose. Employees want to know that what they are doing matters. I think this has been important to every generation of leaders, but Millennials and Gen Zers, unlike their predecessors, are willing to sacrifice income and some luxuries to be a part of something with meaning. Be vigilant to connect people to purpose so you don’t lose them.

2. Remote work is here to stay.

This dynamic is radically impacting team culture. In the past, culture was often easier to “catch” because everyone clocked in and clocked out at the same time every day. We shared space in a sea of cubicles. The break room was where friendships and alliances were formed. With the advent of flexible schedules and remote work, the responsibility is even greater for us to define and create a consistent culture with an awareness of each generation’s preferences. Boomers and Gen Xers are going to be inclined to be in person more. Millennials and Gen Zers are going to expect more flexible work arrangements. Take these preferences into consideration along with organizational objectives. Be diligent to clarify your expectations for work schedules.

3. Longevity pays off.

The average worker today stays just four years in a job, and this statistic has been on the decline for younger workers. In order to attract and retain great people (and save the money that the revolving door costs your organization), you must create a culture that compels them to stay. Look for ways to accelerate learning and transfer of institutional knowledge from your long-tenured team members to your newer team members. Consider creating mentorship programs to pair more seasoned team members with younger team members. Intentional connection will foster relationships, accelerate learning, and nurture a strong culture across generations.

4. Navigating change requires great culture.

The pace of change is faster than ever before. This means your team needs to be able to react and respond quickly. Strong cultures are nimbler. Because they trust one another, they can move more quickly together. The more you foster relationship between generations and incite an environment that values the perspective each generation brings, the greater the trust will be within your culture. Trust is the foundation of healthy teams and positions your organization to be more agile in responding to inevitable change.

Culture Matters

Culture matters. In strong cultures you’re motivated, energized, engaged, and fully committed. In bad cultures you lack motivation, are drained of energy, are disengaged, and are always looking for an escape.

You don’t simply drift toward extraordinary culture. It takes time, attention, and commitment. But the momentum created by intentional culture-shaping catapults you to achieving your mission with greater joy, clarity, and effectiveness.

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Jenni Catron is a sought-after culture strategist, leadership coach, author, and speaker. With over 25 years of experience serving leaders in both corporate and nonprofit sectors, Jenni stands as a seasoned expert in values-based leadership and organizational culture. Her newest book, Culture Matters: A Framework for Helping Your Team Grow, Thrive, and Be Unstoppable (Maxwell Leadership) releases Feb 11, 2025.

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