Generational Fish

Megan Gerhardt • March 25, 2025
Here's the thing about water.

Fifteen years ago, I asked my class of college students what percentage of their parents they thought had ever gone to their professors' office to try to negotiate a better exam grade when they felt a test was tricky or unfair. They guessed 90%.


That's when I discovered something fundamental to Gentelligence®: a fish doesn't know it's wet. This is now one of my favorite sayings regarding differences in perspective. The saying comes from a famous commencement speech

given by David Taylor Wallace in 2005: There are these two young fish swimming along and they happen to meet an older fish swimming the other way, who nods at them and says “Morning, boys. How’s the water?” And the two young fish swim on for a bit, and then eventually one of them looks over at the other and goes “What the hell is water?”


I'm not usually a fan of parables, but it is an outstanding metaphor for generational differences. When you grow up surrounded by people close in age to you, as just about all of us do, you are oblivious to the norms that guide your behavior. Because, by definition, they are normal to you, nothing noteworthy. They are your water.


When we are young, we are the least aware that our water differs from any other generation. When we enter the workplace, we start to slowly realize that our norms might be new.


Mac and cheese

For context, these students were Millennials (and no, this is not about to become an article on entitlement). Their parents would have been older than me, meaning they were Gen Xers, and speaking from my own lengthy college experience, the accurate number was likely close to zero percent. It just wasn't done. It wasn't considered an available option. If you happened to have a professor who wrote terrible exams, that was your bad luck.


I remember having an English professor for my Shakespeare course my sophomore year who assigned two plays to read concurrently and still seemed to test us on entirely different plays that we had not yet read. I remember once asking her advice on how I could better prepare, never once considering it was not a lack of work on my part that led to the poor exam outcome. I never considered going to the department chair (or the dean) to complain. Truth be told, I didn't know we had a dean, and I had never heard of anyone pushing back on a professor. Professors were founts of KNOWLEDGE. Eccentric but supposedly brilliant. If we failed, it was implied that we did not yet UNDERSTAND, which was the work of education. I had a psychology professor who stood at the podium and talked about how love was like macaroni and cheese for at least 6 weeks, and I took notes on all of it. (Love=mac & cheese? Think more on this!)


Was this norm healthy? I have no idea. Were there instances where someone should definitely have sought out a greater authority to check on what was happening in those classrooms? Probably. But it was all we knew, it was what made sense to us, and no one thought to question it. It was the pond we swam in, and those were the norms we grew up with. In time, the eccentric professors were left behind for managers whose actions were sometimes just as nonsensical, but again, it was above our pay grade. Eventually, we figured, it would probably become our pay grade and then we could make it make sense, but until then, must press on.


The 90 percent

Back now to my Millennial college students and that 90 percent guess. It wasn't that they were consciously choosing to act in a different or difficult way, they were entirely oblivious that there was ever a different way to act. Their way made sense to them, which is why they did it. Not to be disrespectful or entitled. Yet viewed through a lens of different generational norms (that make as much sense to us as theirs do to them), we judge them as wrong.


We had been talking about generational norms and how they evolve over time. Generational norms are a beautiful way to describe those differences we experience when working with those significantly older or younger, as they capture those differences without falling into broad and lazy stereotypes. A norm is a frequency of behavior or attitude, and we can measure that. We can say that a particular behavior (such as questioning someone in authority) was more or less frequent in one generation than another without insisting all people born across an entire generation acted or thought a specific way. The point of my original question was simply to emphasize that the norm about pushing back on authority (professors or bosses), no matter how respectful, was relatively new. Not right or wrong, but new.


This is where those fish come in.


Think about it: if you believed the generation before you had also gone to see their professors to negotiate better exam grades, or questioned their manager's decision-making, likely you wouldn't give pause before doing it yourself. If you assumed your norms were everyone's norms, you'd also assume everyone would interpret that behavior the way you intended it. You wouldn't rally your emotional intelligence to think through how your actions might land with someone with an entirely different experience with authority than you had. You wouldn't adjust your message or approach to manage its delivery so as not to seem disrespectful to those who wouldn't dare question authority. Because you are a fish, and you live largely unaware that the water you swim in is unique.


Gentelligence® is always about understanding the why behind generational differences. In this case, I asked my students why they went in to negotiate exam grades with their faculty. Their answers ranged from "I'd think you'd want to know your exam was confusing" to "I'm under a huge amount of pressure to get good grades and I know my friends are going to go in to try to get every available point, so I have to as well." In fairness, they often did walk out of those offices with higher grades or more points (not my office, but it was a strategy that seemed to pay off more often than not).


If we go back even further on the why, Millennials were the first generation raised when parenting norms began to shift dramatically in the US. Gen Xers were the last generation raised primarily under that "children should be seen and not heard" mindset, acting as supporting characters in the family dynamic. (Fend for yourself, latchkey kids, we'll be home at 6! Don't get into that van with the man promising candy!).


By the time the first Millennials came along, society was coming around to a different parenting approach: invest in those children early. Foster their potential. Support their challenges. Try not to scar them irreparably. Resources (time and money) began to flow to the children, and schedules revolved around their activities and needs. Was this bad? No, it was entirely well-intentioned. We should want the next generation to fare better than the last, or what are we here for? But that doesn't mean this new set of child-rearing norms didn't come with benefits and challenges, because it also meant new norms for that generation of children being raised differently. It meant many of them were raised with a greater sense of self and a louder voice and were encouraged to advocate for themselves and go after what they wanted.


And that is how they arrived in those professors' offices, and later managers' offices, asking questions and offering suggestions at an age unthinkable to prior generations. Who do you think you are? Like every generation, they were simply fish, swimming the way they learned to swim. We called them entitled, just as we called Gen X slackers (and Boomers pushed back against the Establishment, and it goes on and on...). All that means is that you aren't acting in a way that makes sense to us. Your norms aren't the norms we understand or are used to, and we are uncomfortable. We are fish out of our own water.


The discussion I had that day 15 years ago with my college students is still one of the most memorable Gentelligence® moments I have ever had. They didn't know their norms were different from those of the generations before them. Without this awareness, there's no sense that you might need to adjust your approach or consider your audience, and even the best-intentioned actions can land very differently than expected.


I had another version of this conversation this year with my students, now part of Gen Z. We talked about their norms prioritizing mental health and wellness in the workplace and whether they thought those were unusual (spoiler: they did not think so).  Many guessed their parents and grandparents did the same thing at their age and career stage. I asked them to consider where their norm came from (if you experienced a global pandemic during your formative years, how important would you consider health and wellness???), and to have a conversation with their parents and grandparents about it. Would they have made such a request? Why or why not? How would they react if their employee did?


Gentelligence® is about being aware of the water. We are all generational fish.

By Megan Gerhardt February 13, 2026
It has been said that everything old becomes new again on a long enough timeline. There's a fascinating generational trend I've been seeing among younger Gen Zs and the oldest of Gen A (Note: I am not calling that generation Gen Alpha, because that name is nonsensical and outdated already, and that generation is barely in their teens. More on that soon)--a craving for low-tech, no-tech, screen-free experiences. Gentelligence focuses primarily on generational dynamics in the workplace, and I do predict this will have implications for where and how these generations want to work. Despite the chaos surrounding back-to-office policies and experiments, our youngest members of the workplace (and our soon-to-be newest employees) are showing signs that they value time away from screens. I first noticed this last year among my own students, who were overwhelmingly setting change goals in my change management class focused on reducing screen time. Versions included "cleaning up my sleep routine" (putting the phone away at least 30 minutes before bed, eliminating blue light before bed, reading physical books), "reduce my weekly screentime", "stop doomscrolling", and "impose limits on TikTok and Instagram time". It was a sign that it was no longer just their parents or older generations who wanted them off their phones; they wanted themselves off their phones, too. For a wave of young people raised in an era of tech overload, it seems we have reached the point of maximum saturation, and they are pushing back. As one of my students astutely mentioned to me last year, "There are no boundaries now...our generation is just trying to figure out how to put some of them back." I've doubled down on the need for this in my teaching, having conversations with students about how to ethically use AI as a thought-partner while balancing protected time for our most scarce resource these days: deep thinking and connection. It was this need, coupled with the overwhelming research showing the improved retention and learning that occurs when students handwrite their notes and put away their laptops in class, that led me to declare our classroom a laptop and phone-free zone. We still use slides to guide conversations, but there are no longer 30 laptop screens popped up in front of them, distracting even those who are trying hard to focus. Surprisingly, I've had very little pushback. I was concerned they would feel like I was forcing them backwards, but collectively we seem to be exhaling. The discussions have never been better. As our younger Gen Zs reach young adulthood and our oldest Gen As become teenagers, they are emerging from a kind of social experiment they entered unwittingly — a life that has never known a world without constant screens. They are realizing how different they feel when they unplug. Gen Z and Gen A even have a term for this: touching grass. That's right, when the default is constant tech immersion, they had to come up with a phrase to represent the intentional effort it takes to step away. Whenever possible, I try to engage in some real-time generational anthropology, just to explore my hunches and (when possible) debunk stereotypes. Gentelligence is all about being curious rather than judgmental, and I am most definitely curious about these early signs that our younger generations are seeking a better balance between their tech and non-tech worlds. Last month, I was in Chicago for a keynote and found myself in a trendy food hall over lunch. There were little shops surrounding the food hall, including one of my all-time weaknesses, a stationery store . Pens! Journals! Paper! Notebooks! (I, too, love the analog. After indulging myself in a number of vital paper goods, I was tucking into a sandwich in the food hall and saw a (literally) noteworthy sight: a table of early 20-somethings, gathering on their lunch hour and...writing in their journals. Multi-colored pens, stamps, and conversation were plentiful. There was not a phone in sight. That in and of itself was remarkable. It turns out that stationary stores are experiencing a resurgence . Knitting, crocheting, embroidery, and sourdough baking are also all having a moment. Physical books ( and bookstores! ) are making a comeback. A few weeks later, I was at another event, this time a very trendy commercial interior design conference, where we were discussing ways to design spaces that promote intergenerational interactions (yes, it was as cool as you might be thinking). I saw a young designer at the cocktail hour and walked over to introduce myself. I asked if I could pick her brain on something, as I figured it was part of her JOB to be up on the latest trends. I asked her whether she was feeling a personal pull to use less tech, or if this was something she had seen among her peers. That's when she told me about Analog Bags . (I won't go down that rabbit hole here, but feel free to explore the link and know that I am absolutely creating my own Analog Bag as we speak). At that same design conference, a book was recommended to me: Megatrends by John Naisbett. The gentleman who suggested it said it changed his life. He thought I would find it interesting, given my interest in generational trends, behavioral cycles, and, of course, my classes in change management. I ordered it as soon as I got back to my hotel room (fun fact: it was published in 1982, so you'll have to find a vintage copy!). I've been devouring it, and among the many eye-opening insights was the observation that " the more 'High Tech' we become, the more we need 'High Touch.” Now, Naisbett was referring to the high-tech era of the early 1980s, when personal computers were entering the scene, but the relevance of the comment almost 45 years later, in the age of AI, was not lost on me. Those who have lived their entire lives as products of high-tech are now blazing the trail to meet their need for high touch. Let this be my formal declaration (for whatever it's worth) that I predict our youngest generations will lead us back to a balance between tech and high-touch: they are the proverbial canaries in the coal mine, and their message is clear. They are living, breathing embodiments of a life flooded with endless tech, fake news, constant connectivity, dopamine hits, and input dictated by algorithms, and it appears they may have had enough.
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