Each generation is defined by the era they grew up in and has its own defining moments and trends. The events and social movements that shape our formative years have a lasting impact on our attitudes, values and outlook, which leads to distinct preferences for how we see the world and consume information.
By identifying these generational markers and understanding the nuances of how different age groups interact with brands and respond to specific messaging, media agencies such as Loqui can develop effective advertising strategies to build meaningful connections with diverse market segments for your brand.
What is Generational Marketing?
Generational marketing offers insights into the preferences of different age groups by evaluating the characteristics, opinions, lifestyles and interests of your target demographic. Each generation has a unique reaction to advertising, gravitates towards different social media channels and consumes media in diverse ways. Recognising generation-specific behaviours and expectations allows you to personalise pitches and craft content that resonates with your audience for maximum impact. Identifying preferred channels will also make it easier to nurture customers and drive conversions.
Digital Natives: Understanding Generation Z
Born between the late 1990s and early 2010s, Gen Z grew up online and have embraced social media from a young age. They effortlessly consume different forms of media on their smartphones and are highly active on social platforms that are interactive and offer visually-appealing content, such as TikTok, Snapchat and Instagram. Gen Zers respond positively to testimonials and influencer marketing, short videos, social causes and apps. They favour direct engagement and prefer to interact with brands that communicate their values in a personal and relatable way.
How to Target Gen Z
- Interaction and Authenticity – Tech savvy Gen Zers want to be part of important conversations. To draw and maintain their attention, marketers need to prioritise social content that encourages participation. Polls, quizzes and user-generated content will boost engagement in this age bracket. Authenticity and consistency matter to Gen Z and brands that establish their expertise and actively respond to customers will earn their business.
- Peer Pressure – Gen Z are heavily influenced by their peers, celebrities and the people they admire. Many depend on reviews and recommendations through social media, which they view as a source of inspiration, particularly when it comes to shopping. Use these channels to delight them with experiences and promote social selling through influencer marketing. In-app purchases offer a personalised shopping experience that they appreciate.
- Need for Speed – Zoomers won’t stick around on sites that are slow to upload, so your brand’s website must be fully optimised to ensure seamless browsing across devices. While they are always connected, they are generally unresponsive to traditional marketing campaigns and refuse to engage with ads that disrupt their online experience. Avoid invasive advertising and aim for organic targeted strategies if you want to appeal to Gen Z
Connected, Diverse and Driven: Understanding Millennials.
Seventy-two percent of Millennials use social media daily (Pew Research Center, 2021) to communicate with friends and family, keep up with trends and get news updates. Born between the early 1980s to the late 1990s, Millennials grew up during the rise of technology, giving them a deep understanding of digital marketing strategies. While they respond to multi-channel, user-generated content, they haven’t abandoned traditional media entirely and continue to listen to the radio and podcasts, which offer marketers additional avenues to reach them. As the largest adult generation by percentage, they represent a huge economic force with plenty of spending power.
Cracking the Millennial Code
- Be playful – This generation is infatuated with novelty, new releases and innovation. They prefer the convenience of online shopping and delivery services, and actively participate in loyalty programs that offer incentives and value, such as checking in to a business or sharing social media posts with friends to receive a discount. Using marketing strategies that entertain and engage will help to cultivate long-term brand loyalty from Gen Y.
- Embrace the Power of Community – Highly active on social media, Millennials look for guidance and support from online communities and seek personalised experiences that cater to their immediate needs. They trust user-generated content to make everyday decisions, from restaurant picks to hairstyle trends. Like Gen Z, they are influenced by their peers, and rely heavily on review sites such as Yelp, Tripadvisor and Rotten Tomatoes to glean the experiences of others when it comes to spending.
- Champion Social Responsibility – Known for their social conscience, Millennials prioritise transparency, sustainability and authenticity when it comes to buying decisions. They value experiences over possessions and lean towards brands that align with their values, particularly those that support social and environmental causes. To build trust with Gen Yers, highlight how your brand makes a positive impact and how it can improve and enrich lives
Independent and Informed: Understanding Generation X
Fiercely independent, cynical and loyal, Generation Xers were born between the mid-1960s to the late 1970s. While they have used technology for most of their lives, they remember a time without it, which shapes their values and how they respond to advertising. While they tend to be cautious with money as they grew up during a period of economic recession, they have fully embraced technology when it comes to shopping and are prone to unplanned purchases due to their spending power. As they straddle the digital divide, they are receptive to both online and traditional marketing and also more likely to respond to brands that are socially and environmentally responsible. 92% of Gen Xers use social media every day (Wavemaker, 2023) and this age group represents the fastest-growing users on TikTok.
Winning strategies to target Gen X
- Loyalty is Earned – While it is hard to earn the trust of Gen Xers, it is also hard to lose. Gen X is exceptionally loyal to brands with which they have established a relationship and are willing to pay a premium. Loyalty programs, user testimonials, responsive customer service and regular outreach will encourage them to make repeat purchases. However, they are also cautious with money and tend to be sceptical of new trends and brand motivation.
- Nostalgia and Originality – Gen Xers have a weakness for nostalgia but also value originality. They are drawn to the familiarity of vintage products, but also value their relevance and functionality in the modern world. Prioritise original content if you’re targeting Gen X customers. While they are less prone to following trends, they appreciate creative marketing that breaks away from the norm and are willing to take risks if content is innovative.
- Kings of Convenience – Time is a luxury for Generation X. Many work long hours, so mobile experiences, subscription models and home delivery play right to this age group. As they grew up without online shopping, Gen Xers still enjoy a trip in-store, but they also value convenience, so both digital and traditional marketing strategies can be effective. They are very responsive to email marketing as they tend to check email regularly at work and home, both on desktop and mobile devices.
Value-driven and Loyal: Understanding Baby Boomers
Born between the mid-1940s and mid-1960s, Baby Boomers grew up in a post-war time of economic growth. Having lived most of their lives without modern technology, they are more familiar with traditional marketing tactics and in-person interactions. While they may be slower to adapt to social media, they are beginning to use these channels to discover new brands and embrace online shopping. Boomers are currently in the process of retiring or planning for it, and have the most purchasing power and discretionary income. This generation values quality and appreciates a personal touch when it comes to customer service.
Strategic approaches to target Baby Boomers
- Make a Deal – While they have the capacity to splurge, Boomers are motivated by good deals. Traditional advertising, such as print, radio and television, is still the most effective way to reach Baby Boomers, but attention-grabbing discounts and deals on social media are a good way to attract their attention. They are increasingly willing to shop online if the checkout process is easy to navigate.
- Keep it Simple – Boomers appreciate a straightforward and direct approach. While many have embraced mobile devices, social media and online shopping, traditional advertising still offers maximum outreach. They respond well to direct marketing, often preferring personal interactions, but event marketing and banner ads can be effective. Baby Boomers prefer uncomplicated online experiences so avoid lengthy messages for optimal impact.
- Quality over Hype – Boomers want to know the value of a service and how it will make their lives easier. They are willing to pay for top-shelf quality and long-lasting performance. This makes them receptive to upselling techniques that demonstrate the benefits of a product, as well as programs that reward repeat purchases. Boomers remain very loyal to brands that have met their needs over the years.
A Case Study in Generational Marketing
Let’s say your product is a travel pillow for long-haul flights. Here's how your brand can use generational marketing to create a successful strategy that speaks to different age groups.
Gen Z will respond positively to fun, interactive content that encourages user participation and sharing. Target Zers by creating a viral social media challenge, such as inviting your audience to come up with a unique #powernap pose with your product, and offer incentives for the most buzz-worthy entry.
Millennials tend to gravitate towards products that are endorsed by a celebrity or influencer. Collaborate with a social media star who will share their love for your product with their audience in an authentic way.
Gen X are looking for a practical product that has positive reviews. To target Xers, add user testimonials to your webpage that highlight how your product has elevated their travel experience and partner with reputable websites to get your travel pillow reviewed.
Boomers appreciate a high standard of quality and products that are built to last. Consider highlighting premium materials, such as memory foam, and mention extra features such as a warranty to emphasise durability.
It is also fundamental to tailor customer service for different age groups. While Gen Z and Millennials favour online options for resolving issues, Gen X and Baby Boomers prefer to interact with a real person over the phone.
One Size May Not Fit All
Generational preferences can significantly impact how different age groups react to your brand; a one-size-fits-all approach might alienate entire demographics. By understanding generational differences, you can tailor your advertising strategy to effectively connect with diverse audience segments and drive the outcomes you are looking for.
Get in touch with us if you're looking to implement a generational marketing campaign for your brand.
