We tend to think our generation is the best and honestly, who can really blame us?
But, if you’re in the business of connecting with people, shouldn’t you be broadening your perspective and trying to understand what makes each generation tick? Even if they’re not as great as yours…
Let’s find out!
Every individual is a product of their time, influenced by the era they grew up in, the technology they trust and the content they consume. From the post-war Baby Boomers to the digitally native Gen Z, each generation has a unique story. These narratives are shaped by the technologies they’ve adopted and the social norms that have influenced their worldview. Understanding these factors provides valuable clues into how people think, feel, shop, and connect. So, to create marketing that truly resonates, you need to delve into these deeper layers and understand the generational divide.
5 reasons generational marketing still matters
Messaging that resonates
Imagine telling the same story to your grandmother, your boss, and your teenage cousin. You’d naturally adapt your tone, your language, and probably the platform you used. Marketing works the same way (kind of!). Gen Z often expect fast, visual, and value-driven content. Baby Boomers may appreciate depth, clarity, and trustworthiness. Getting this wrong can lead to missing the mark.
Smarter channel choices
Where you say something is just as important as what you say. Millennials are likely to catch your brand on Instagram, through bite-sized video content, while Gen X on the other hand, may prefer informative emails or Facebook updates. Boomers often respond better to a mix of traditional media and digital touchpoints, so matching the channel to the generation boosts not only visibility but relevance.
Trust starts with feeling understood
Believe it or not, people don’t solely connect with logos, they relate to the messages that reflect their values. Speaking to a generation’s shared experiences can build a sense of “Finally, a brand that gets me.” Whether it’s Gen Z’s focus on mental health or Boomers’ appreciation for reliability and service, understanding builds trust and yep, you guessed it… trust drives loyalty!
Avoiding mishaps
Nothing shatters a campaign faster than inadvertently using outdated slang. It can alienate an entire audience, leading to negative backlash. Understanding the nuances of each generation helps you avoid potential ‘cringe-worthy’ mistakes that can damage your brand’s credibility.
Adapting to evolving purchase journeys
Each generation can navigate a different path to purchase. Younger consumers, like Gen Z and Millennials, often conduct extensive online research and consult social media. Gen X might still appreciate a good product review site or direct recommendations, while Baby Boomers may lean towards in-store experiences, customer service, and brand reputation built over time. Tailoring your customer experience to these generational preferences can significantly impact conversion rates.
You’ve heard the big 5, but we won’t leave it there…
Understanding demographics, particularly generational differences isn’t just about putting people into neat little boxes. It’s about recognising the life moments and cultural shifts that shape how each generation sees the world. And more importantly, how they respond to brands trying to get their attention.
Generational marketing doesn’t mean creating a completely separate campaign for every age group (we’re not suggesting a Boomer-only TikTok dance challenge… I mean, it would be fun to see!). It means tweaking elements of your strategy, tone, format and platform, so they feel more relatable to the people you’re trying to reach.
When you lean into the differences each generation brings, you stop marketing to a crowd and start speaking to a person.
