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Baby boomers. Generation X. Millennials. Generation Z—these generations represent the "big four" consumer buying groups at the moment. Marketers likely need to switch up their tactics if they want to appeal to each cohort. This goes beyond merely tweaking the phrasing of existing collateral. Brands that intend to sell to buyers across age groups should look at designing very calculated, generation-driven campaigns. Otherwise, those brands risk losing valuable market share to savvier competitors.
What are some marketing trends bubbling up from the need to be conscientious about generational preferences and differences? The following five are key trends to watch if you want to stay ahead of the game.
1. Marketing assets are becoming more values-driven.
Each generation has a different set of values. Baby boomers tend to value personal relationships as well as youthfulness and are generally positive in their approach to the world. By contrast, Generation Z members can be more straightforward and sometimes cynical, with a realist perspective on life. Gabb Wireless's CEO Nate Randle explained in a recent interview that "Gen-Z craves unfiltered authenticity and honesty...Companies and marketers who aren't afraid to take bold stances, create genuine engagements, and offer unfiltered truth will succeed."
One way to honor and acknowledge each of these stances is to include values-linked language in marketing assets. Depending upon the intended audience, an advertisement might showcase a different value. For example, a Boomer-specific ad for a jacket might talk about the product's stylishness, thereby implying the jacket's youthfulness. The jacket ad for Generation Z would look different. It might highlight the garment's sustainability and eco-friendliness in the face of the climate crisis. In both cases, the jacket remains the same but the way it's presented through a value system differs.
2. Brands are marketing on various digital and offline channels.
Consumers from all generations have varying degrees of comfort using digital devices. However, the two younger cohorts — Millennials and Generation Z — are more inclined to "live" in digital realms. Baby boomers and Generation X straddle the fence, given that their formative years were spent without the internet. Marketers who take this into consideration frequently invest in a range of advertising platforms. This promotes the use of omnichannel customer journeys. Omnichannel sales funnels give brands the chance to meet consumers where they're most comfortable, whether it's offline or online.
Statistics indicate that omnichannel marketing practices aren't just good for companies. Consumers like engaging with brands via numerous touchpoints as well. Marketing Dive reporting shows that around eight out of 10 people surveyed in any given generation appreciate omnichannel marketing. The key for marketers is to select channels that match each customer's preferences and needs based on generational factors.
3. Marketers are experimenting with influencers from each generational cohort.
The idea of using influencers for marketing may evoke images of a Generation Z TikTok creator or Millennial Hollywood influencer. Yet Baby Boomers and Generation X aren't opposed to learning about brands through influential voices on social media. Information from Pew Research in 2021 shows nearly half of retirement-age adults are active on at least one social site. And they're not just chatting with each other.—they're finding out about products and services just like their kids and grandkids.
Is it harder to find older influencers? Yes and no. Brands with deeper pockets can tap into the influence of seasoned stars like Oprah or Martha Stewart. That's not to say that the 50+ crowd isn't open to following an emerging micro-influencer who's from their generational cadre. An influencer's age typically matters less than their being active on the right social media to appeal to a specific generation.
4. Companies are revitalizing their advertising images.
Years ago, commercials for household items like "The Clapper" portrayed older buyers as having a wealth of physical limitations. Now, older buyers are being wooed with images that evoke feelings of independence and freedom. And 60+ models are being used in ads showing retirees surfing, driving fast cars, and living their best lives. These images mirror changes in society's approach to aging. Of course, imagery for younger consumers has changed from the past, too, frequently celebrating diversity.
Does traditional advertising still exist? Absolutely, and it works for some niche audience segments. But marketers are more attuned to the need to hit the "refresh" button on their visual content toward generational groups. Reinvigorating at least some of their images can help to create more of a modern aesthetic. At the same time, the tactic can be employed strategically to show consumers from 2+ generations in one marketing piece.
5. Brands are rediscovering Generation X consumers.
Generation X doesn't get a lot of lip service in the media. Why? It's the smallest living generation. Plus, Generation X doesn't make a lot of noise about its generational needs in comparison to its peer cohorts. Still, Ad Age makes a great point about Generation X consumers: They're fiercely brand loyal. In fact, they're the most loyal generation when it comes to being brand-driven fans. That's an important fact to keep in mind for marketers, especially in an era that supports brand agnosticism.
More companies have become aware of Generation X, particularly since Generation X now has a significant amount of buying power. The result is that there's been an uptick in bringing Generation X into the generational marketing discussion. This is adding more depth to marketing plans and campaigns, as well as opening doors to catch Generation X's devotion. As Generation X continues to march toward retirement, it will no doubt become even more attractive.
Currently, four generations make up the consumer population. Each one is remarkably distinct, making it trickier for marketers to appeal to all of them. It's worth the trouble, though. Those marketers who succeed are apt to achieve their goals, hit their metrics, and create brand champions.