Generational marketing continues to be a relevant topic for many marketers today—specifically the differences between generations and the impact on marketing strategies. Generations exhibit similar characteristics such as communication, shopping, and motivation preferences because they experienced comparable things at approximately the same life stage and through similar channels. Different experiences equate to different marketing messages.
Meet the Baby Boomers, Generation X, and Millennials
Baby Boomers:
- Born 1946 to 1964 (age 53-71)
- ~75 million in the U.S.
- Focused on hard work, individualism, and social activism
- More positive about authority, hierarchal structure, and tradition
- Value trust, loyalty, and sense of community
- Many are retired or will be retiring soon
- Think technology and innovation require a learning process
- Most likely to be bargain hunting
- Celebrity Boomers: Tom Hanks, Sandra Bullock, George Clooney, Meryl Streep
Generation X:
- Born 1965 to 1976 (age 41-52)
- ~49 million in the U.S.
- Smallest generation
- Peak earning and spending years
- Desire a chance to learn, explore, and make a contribution
- Very individualistic; do not follow trends and styles
- Cautious, skeptical, and unimpressed with authority
- Often perceived to be disaffected and directionless
- Majority use smartphones and regularly access social media
- Celebrity Gen X: Leonardo DiCaprio, Jennifer Lopez, David Beckham
Millennials:
- Born 1977 to 1995 (age 22-40)
- ~83 million in the U.S.
- Largest generation
- Grew up on technology
- More educated and have more choices than any other generation before them
- Unpredictable, not always brand loyal
- Just as comfortable buying online as they are buying off the rack
- Celebrity Millennials: Taylor Swift, Justin Bieber, Jennifer Lawrence, Chris Pratt
4 Key Generational Marketing Tactics
- Customize your marketing strategy
- Demographics are a major influence in buying behavior
- Individuals born at different points of time have distinct preferences i.e., (values, spending behaviors, channels, etc.)
- Recognize behavioral differences for maximizing marketing spend
Marketing Differences to Consider
Baby Boomers:
- Search online and through calls and emails
- Place higher faith in face-to-face communication
- Interested in knowing what the business stands for
- Discounts/bargain deals appealing
- Mass/traditional media ideal
Generation X:
- Avoid hard-core sales tactics
- Promote business claims with research and customer testimonials
- Combine traditional with digital channels
- Direct/targeted media ideal
Millennials:
- Strong online presence, including blogs and social media
- Adopt the latest technology trends
- Ensure mobile compatibility
- Offer additional items for purchase at checkout
- Viral/electronic media ideal
Consider these generational differences when determining the optimal mix of marketing tactics that will have the greatest impact on your business goals.
Additional Reads:
- 3 Powerful Insights to Include Women in Your Next Marketing Campaign
- What are Customer Journeys and Why are They Important?
- Marketing Insurance to Gen X Women: The 7 Immutable Laws
