Generation-bridging experiences in third places: a call to action for transformative service scholars

PurposeThe intergenerational divide has been accentuated by the recent pandemic, the economic crisis and the digitization of social spaces, posing the risks of increased isolation, reduced civic engagement and social disparities. This conceptual viewpoint introduces generation-bridging experiences (GBXs) as a means to reduce intergenerational distance and social isolation in the context of physical third places.Design/methodology/approachDrawing on transformative service research and experience design, this study combines an analysis of the literature with real-world examples to set a research agenda for service scholars and provide guidelines for practitioners willing to design GBXs in third places.FindingsThis study defines GBX as an experience that creates value through meaningful interpersonal interactions across generations, fostering sustained individual and collective change to reduce generation tensions, loneliness and potential marginalization. Experience design is crucial to increase the transformative potential of such service interactions in third places. This study proposes a holistic framework for GBX design conceptualizing three intergenerational pillars of inclusive environment for interaction and collaboration; intergenerational co-creation; and sustained engagement.Research limitations/implicationsThis viewpoint proposes a research agenda to stimulate more theoretical and empirical service research on GBX design in third places.Practical implicationsThis study suggests a managerial guide for each GBX phase, which provides illustrative examples for service managers willing to design GBX in physical third places.Social implicationsDesigning and managing GBXs in physical third places can reduce social tensions and age-related stereotypes, and increase mutual trust.Originality/valueThis viewpoint redirects service scholars' and practitioners' attention to the ever-increasing importance of experience design in third places for bridging generational divides and supporting more inclusive, intergenerationally just communities.