From Boomers to Gen Z: your guide to Generational Marketing

Did you know that 72% of consumers say they prefer to engage with brands that understand their generation? 👀 

✅ That's right. Generational marketing isn't just a buzzword; it's a data-driven approach to connecting with your audience on a deeper level.

But how can we ensure we are targeting all demographics efficiently? 🤔 Targeting a diverse crowd, with generations as different as classic vinyl and streaming services, can be a head-scratcher. But in today's newsletter is your cheat sheet to generational marketing!

First, a quick definition…

What exactly is generational marketing?

💭 Imagine a giant bag of Skittles – all those vibrant colors representing different customer demographics. Generational marketing is like sorting these Skittles into smaller bags based on age. It's about understanding what makes each generation tick, then crafting messages that resonate with them.

Why is it important?

Think about it: a Facebook ad aimed at a 60-year-old retiree wouldn't work for a 20-year-old college student, right? The key is to speak their language, literally and figuratively. By understanding generational preferences, you can find the perfect marketing mix to attract each group. 💥 

👇️ Just take a look at this chart, do you see the difference?

Now, let's break down the top generations and how to target them:

1️⃣ Gen Z (Zoomers): The Digital Natives Reshaping the World (born 1995 – 2012)

✅ Tech-savvy and always connected: Zoomers are the first true digital natives, seamlessly navigating the online world. They're masters of social media, video platforms, and online communities.

✅ Authenticity over everything: Zoomers crave genuine connections and transparency. They see through inauthentic marketing and gravitate towards brands with a purpose and a soul.

✅ Social responsibility as a badge of honor: Zoomers are passionate about social justice, environmental issues, and making the world a better place. They demand brands that share their values and actively contribute to positive change.

📌 How to market to Gen Z?

• Embrace social media and video marketing 📹️: Engage with Zoomers on their preferred platforms like TikTok, Instagram, and YouTube.

• Keep it real and transparent 🌟: Showcase your brand's authenticity and values. Let your personality shine through.

• Champion social causes 🌎️: Partner with organizations or initiatives that align with Zoomers' passions.

2️⃣ Millennials (Gen Y): The savvy, skeptical, and experience-seeking Generation (born 1980-1994)

✅ Shaped by major events: Millennials have witnessed significant events like 9/11, the Great Recession, and the rise of social media, shaping their outlook and priorities.

✅ Value experiences over possessions: Millennials prioritize experiences, travel, and personal growth over material things. They seek brands that enhance their lives and create lasting memories.

✅ Skeptical of traditional marketing: Millennials are wary of traditional advertising and prefer authentic, user-generated content. They trust peer recommendations and word-of-mouth marketing.

📌 How to market to Millennials? 

• Create engaging and shareable content 📱: Focus on storytelling, infographics, and interactive experiences that resonate with their interests.

• Leverage influencer marketing 🙋‍♀️: Collaborate with influencers who align with your brand's values and have a genuine following among Millennials.

• Prioritize user-generated content 📃: Encourage and showcase customer reviews, testimonials, and social media engagement.

3️⃣ Gen X: The independent and resourceful generation (born 1965-1976)

✅ Work-life balance is key: Gen Xers value a healthy balance between work and personal life. They seek brands that respect their time and understand their priorities.

✅ Appreciates practicality and value: Gen Xers are pragmatic and value brands that offer tangible benefits and demonstrate a clear return on investment.

✅ Prefers authenticity and relatability: They connect with brands that are genuine, approachable, and down-to-earth.

📌 How to market to Gen X? 

• Focus on omnichannel marketing 📣: Utilize a mix of channels, including email, social media, print ads, and even direct mail, to reach this diverse group.

• Highlight the benefits and value proposition 🔖: Clearly articulate how your product or service improves their lives and justifies their investment.

• Build genuine relationships 🙌: Foster authentic connections and interactions with Gen Xers through personalized communication and customer service.

4️⃣ Baby Boomers: The experienced and influential generation (born 1945-1964)

✅ Traditional values and financial security: Baby Boomers value stability, loyalty, and financial security. They seek brands that are trustworthy and reliable.

✅ Appreciates quality and craftsmanship: Boomers are willing to pay for quality products and services that demonstrate craftsmanship and attention to detail.

✅ Prefers traditional marketing channels: They still rely on traditional channels like television, radio, print ads, and direct mail for information and decision-making.

📌 How to market to Baby Boomers?

• Use traditional marketing channels 💻️: Utilize television, radio, print ads, and direct mail to reach this audience effectively.

• Emphasize quality and value 💫: Showcase the high standards, durability, and long-term value of your products or services.

• Build trust and credibility 💪: Establish a strong reputation and demonstrate expertise to gain their trust and loyalty.

New in here? Get to know Insight Voice!

Building an audience will change your life and your team. More dialogue, more opportunities, and more referrals. This is true for everyone, but most lack the ability to find their voice and build a personal brand around it.

🔓️ Insight Voice was created to unlock your voice and help you carve out your corner of the internet.