Your guide to making sense of generational marketing
Marketing is all about tailoring your messaging to resonate with the target audiences. These audiences usually have a multitude of preferences, behaviors, and demographics, which can be tricky to navigate through. This is where generational marketing comes in. By knowing about generation stereotypes you can more easily tailor your messaging to increase the likelihood of successful marketing campaigns.
In this article, we’ll give you an introduction to the five commonly agreed generations. We also share a few tips on how marketing can be adapted to appeal to them.
Reading time: 5 min
The stereotypes within generational marketing
Generations are groups of people born around the same time. Consequently, they are influenced by similar events and trends. These experiences are now evident in variations among generations, including their values, preferences, behaviors, and communication styles.
Within marketing, we tend to simplify these generations by talking about stereotypes based on general trends. This not only helps us define the target audiences, it also guides us through the ever-changing world of marketing.
Baby boomers (born between 1946-1964)
Baby boomers got their name due to the significant increase in birth rates during the post-war times. They grew up in a flourishing economy where consumer culture was exploding. This resulted in a generation enjoying stable careers, affording the possibility of purchasing homes, and in today's age, many have accumulated substantial assets.
This generation has experienced significant historical events, such as the civil rights movement and the rise of television. This has given the generation diverse political, cultural, and personal beliefs.
Baby boomers tend to value:
Traditional values
Family and community
Privacy and security
Material success
Authority figures
Tips for marketing to Baby boomers
Baby boomers have quite different communication preferences compared to younger generations. They are more analogue in their media consumption and are preferably reached by traditional marketing via television, radio and print media.
Digital media is not their primary channel but social media usage is increasing. Among the social media platforms, they are mainly found on Facebook. Email is also part of their digital toolbox which makes it a good channel for marketing.
Remember to:
Think desktop first, mobile second
Make messaging simple and forward
Use their lingo
Focus on Facebook
Generation X (born between 1965-1980)
Generation X was brought up by working parents and experienced the advent of technology and the rise of dual-income households. They witnessed the rapid growth of mass media, including television, radio, and print. As a result, they tend to be skeptical of traditional advertising.
Moreover, they grew up during times of economic uncertainty and social change which has made them cynical. To question authoritities and marketing claims is a strong characteristic of this generation.
Generation X tends to value:
Independence
Diversity and inclusivity
Family and community
Personal fulfillment
Authenticity
Tips for marketing to Generation X
Generation X has a mix of communication preferences, as they straddle the line between traditional and digital platforms. Just like Baby boomers they prefer Facebook over other social platforms. You can also find them on Instagram and a few of them have found their way to Snapchat.
In terms of other communication channels, they are comfortable with email which is often used for both personal and professional communication. So, if you want to market to Generation X, email marketing is something you should consider.
Remember to:
Keep your messaging authentic
Tap into nostalgia
Stay digital, but don’t disregard the analogue
Appeal to security
Millennials (born between 1981-1996)
Millennials, also known as Generation Y, came of age during a financial crisis, parallel to the digital revolution. They grew up with widespread access to digital technology, particularly the internet. This has significantly influenced their communication styles, information consumption, and the way they interact with the world.
Except for their somewhat cautious outlook on finance and career, a protruding characteristic among Millennials is their social consciousness. This means they are more likely to support brands and organizations that are aligned with their values and contribute to positive social change. Additionally, they prioritize experiences over material possessions.
Millennials tend to value:
Experiences
Diversity and inclusivity
Authenticity and transparency
Social responsibility
Personalization
Tips for marketing to Millennials
Millennials use Facebook and Instagram to the same extent, and the younger ones are also found on Snapchat and TikTok. Opting in to establish a brand presence on these platforms is hence a no-brainer if this is your target audience. When done right, email campaigns with personal and engaging content can also be effective in reaching this group of people.
Remember to keep your messaging aligned with their fast-paced and digitally connected lifestyles.
Remember to:
Make you marketing digitally seamless
Personalize content for social groups, not for life stages
Take a social and environmental stand
Give your brand a personality
Generation Z (born between 1997-2012)
Technology and the internet have been integral parts of Generation Z since birth, making them even more tech-savvy than Millennials. Their digitally connected lifestyles have given them friends from diverse cultural backgrounds and a more global perspective on issues. Moreover, Generation Z is characterized by an entrepreneurial spirit making them more likely to be self-starters, create their own content, and explore various creative outlets.
Generation Z tends to value:
Authenticity and individuality
Diversity and inclusivity
Individual expression
Instant communication
Privacy and data security
Tips for marketing to Generation Z
Generation Z is digitally native, highly active on social media, and prefers short attention-grabbing video content. Their communication channel preferences are distinct. Right now their main social media platform is Snapchat, closely followed by Instagram and TikTok.
Digital marketing is the only option if you want to market to this generation, and authenticity is a must. This can be accomplished by e.g. influencer and creator collaborations, user-generated content, and interactivity.
Remember to:
Make you marketing digitally seamless
Know the lingo and make messaging quick and to the point
Don't intertwine them with Millennials
Be authentic, conversational, and relatable
Generation Alpha (born between 2013-2025)
The newest generation is being shaped at this moment. Generation Alpha is growing up surrounded by advanced technology, environmental awareness, and diverse family structures. This generation is expected to become hyperconnected individuals with global networks shaping their perspectives on diversity, culture, and global issues.
Generation Alpha is shaped by the Millennial’s and Generation Z’s parenting styles. This might lead to an emphasis on individualism, self-expression, and a balance between digital engagement and real-world experiences. However, since this generation is still developing, this may evolve as they mature.
They are expected to value:
Diversity and inclusivity
Environment
Personal growth
Global connectivity
Health and wellness
Tips for marketing to Generation Alpha
Generation Alpha is born into a digital world and their communication preferences are likely to be shaped by new technology. We can expect the generation to mainly grow on Snapchat and TikTok, where new technologies, e.g. live-streaming, VR and AR, are becoming more accessible for everyday use.
Remember to:
Make you marketing digitally seamless
Use visual and interactive content
Be authentic, conversational, and relatable
Embrace new technologies
Five generations, many individuals
It's important to remember that stereotypes are based on general trends and can vary widely among individuals. While generational marketing can provide useful insights, it's not a one-size-fits-all approach. Successful marketing strategies often consider a combination of generational insights and broader market trends to create effective campaigns.
If you need help defining your generational target audiences, we can help you out.
