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Generational Marketing

We’ve discussed the importance of knowing your target demographic. Here’s a recap if you need it. And one of the things that is important to know about your ideal customer is their age. Not only does this tell you what stage of life they are in, but it also helps you understand more about them by their generation. While we can’t completely rely on generalizations of each generation, there are characteristics that come from life experiences that they all share.

Here’s some useful info on each generation that can help you better understand their values and how to appeal to them in marketing.

Silent Generation (born 1928 - 1945)

The Silent Generation puts value in loyalty and reliability. It’s important to earn their trust through consistency and straightforward information. This generation is more likely to take the time to read text on a page than younger generations. Also with technology advancing daily, the Silent Generation craves familiarity. So print advertising can be an effective marketing tool.

Baby Boomers (born 1946 - 1964)

Boomers have been forced to evolve more than we give them credit for, making them fast learners. So quick information is important, but without all the fluff that appeals to younger generations. Boomers generally don’t appreciate personalization and emotional marketing, but would rather consume factual information and statistics. So creative marketing such as infographics tend to appeal to them.

Generation X (born 1965 - 1980)

This is quite the hybrid generation when it comes to marketing. Gen Xers appreciate tradition, yet embrace change for the sake of convenience. This is a very practical generation and can often be conservative when it comes to making purchases. They like to be left to make their own decisions and not pressured or forced out of their comfort zones. For Gen X, a good discount can be the tipping point of a sale.

Millennials (born 1981 - 1996)

Also known as Gen Y, Millennials are constantly absorbing information and multitasking. So to get their attention, you must stand out. This generation thrives on new ideas and making them happen. So useful content is often valued above entertainment. Millennials also value experiences over tangible possessions. So think music festivals and road trips, not designer watches and luxury cars. Also, social media is king!

Generation Z (born 1997 - 2012)

Because this is still such a young generation, they are still evolving in their values and character traits. But it’s important not to underestimate their awareness of trends and media. Like Millennials, social media is valued. However for Gen Z it’s more of a leisure activity than a goal-driven obsession, for now anyway. They are much more likely to visit your TikTok profile than your website. And because they are so immersed in digital media, interactive content tends to do well among this generation.

In order for this information to make an impact on your business, it’s necessary to be willing to conform to what your target generation values and desires. At 2nd Story we will help you create effective marketing tools for your target age group. So whether it’s a newspaper ad or an Instagram post, contact us so we can help take your business to the next level!



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