Generational marketing: How to target different age groups

Successfully mapping and meeting consumer preferences can be a daunting challenge for marketers. With each generation having its own set of values, behaviours and expectations, what works for some will definitely not work for others.

But what if there was a way to meet your goals, effectively expand and precisely target your customer base regardless of their age?

Generational marketing offers a strategic approach to bridge these differences, allowing brands to connect more effectively with each demographic group.

What is generational marketing?

Generational marketing involves tailoring marketing strategies to different age groups.

By understanding each generation’s unique preferences, behaviours and values, brands can create highly targeted campaigns that resonate more deeply with their intended audience. The results? Increased engagement, more sales and stronger brand loyalty.

No matter your age, your generation’s cultural, technological and economic influences are likely to affect your purchasing decisions and how you interact with brands.

As marketers, we have to consider these factors to effectively communicate and connect with each group.

Here’s an example – if you ran a campaign full of nostalgic 1980s pop culture references, it might resonate best with Generation X, who grew up during that era. This approach could evoke positive emotions and a sense of connection to a business. But this campaign could fail to generate the same response with Generation Z, who may not understand those references.

By recognising these differences, your business can better align its marketing efforts and better reach its campaign goals.

Who are the different generations I could target?

To successfully target diverse age groups, you’ll need to vary your marketing strategies to better suit their preferences and behaviours.

Baby Boomers (born 1946-1964)

Baby Boomers are often characterised by their traditional values and brand loyalty. They value quality and reliability, and are more likely to respond to direct marketing and face-to-face interactions.

This generation appreciates clear, straightforward messaging and detailed information about products and services. Despite their older age, many Baby Boomers have some tech skills and regularly use social media and email, making these effective platforms for engagement.

Generation X (born 1965-1980)

Generation X is known for its independence and scepticism. It values authenticity and transparency in marketing. Thorough research before making a purchase is a must, and it typically gravitates towards brands that respect its intelligence and busy schedule.

Email, social media and online reviews are powerful tools to engage Gen X, as they appreciate their convenience.

Millennials (born 1981-1996)

Millennials are digital natives who value experiences over possessions. They are highly engaged on social media and respond to marketing that is interactive and personalised.

This generation is driven by social proof and user-generated content (UGC), often relying on peer reviews and recommendations. Brands that align with their values and demonstrate social responsibility tend to resonate well with Millennials.

Generation Z (born 1997-2012)

Generation Z is the first generation to be “born” online. As a result, they prefer short-form, visual content, like that found on Instagram and TikTok. Both socially and tech-savvy, this generation is capable of filtering through marketing “fluff” to find authentic content (typically made by other Gen Z-ers) they can relate to.

Diversity and inclusivity are major touch points for this generation, and they seem to prioritise brands that have a clear stance on social issues.

Why should my business have a generational marketing strategy?

A generational marketing strategy is crucial for businesses looking to optimise their marketing efforts and cultivate a diverse customer base.

As a result of tailoring your marketing approaches to specific generational preferences and behaviours, you can enhance engagement, improve customer satisfaction and boost growth.

But what else could it do?

Enhanced customer engagement

By aligning marketing messages with the values and interests of each generation, your business can forge stronger connections with your target audiences, leading to higher rates of engagement.

Improved brand loyalty

Understanding and addressing the unique needs of different generations can cultivate long-term loyalty. Customers are more likely to remain loyal to brands that resonate with them personally.

Increased market reach

A generational marketing strategy helps businesses effectively tap into multiple demographic segments, meaning no potential customer group is ignored or overlooked.

More effective communication

Tailored, personalised messaging using the right channels ensures that communication is more relevant, making it easier for your business to convey its value propositions to each generation.

However, a generational marketing strategy might not be the right path for all businesses…

Industries that benefit from generational marketing

Certain industries may benefit more than others from generational marketing strategies.

Industries that provide tangible products, such as retail, technology and consumer goods, could find it easier to tailor their promotions and marketing materials based on how various generations use their products. As a result, they could see improved sales and customer retention.

In service-based industries, such as travel and hospitality, businesses can create experiences that cater to the distinct preferences of each age group, from luxury travel for Baby Boomers to adventure travel for Gen Z.

Financial services can also develop offerings that address the varying financial needs of different groups, such as retirement planning for Gen X or student loans for Millennials.

Media and entertainment companies can create and distribute content that aligns with each generation’s distinct viewing habits and preferences.

By implementing a generational digital marketing strategy, you could not only meet your customers’ specific needs but also gain a competitive edge in your industry.

How to target…

Baby Boomers

Building trust through reliability and clarity would be at the centre of a strategy for Baby Boomers, a generation that values detailed information and demonstrable authenticity.

They may respond better to traditional marketing methods, such as print advertisements, which are then enhanced by digital platforms. Email marketing campaigns and social media – particularly Facebook – can be effective in reaching Boomers, as they value staying informed and connected.

You could:

• Develop content-rich campaigns that emphasise product quality and reliability, offering in-depth guides or comparisons.
• Use email marketing with personalised offers and information that aligns with their interests and needs.
• Leverage platforms like Facebook, where many Boomers are active, to share educational content.
• Organise in-person events to create opportunities for personal interaction and engagement.
• Prioritise subtitled video content that clearly highlights your offer’s features and benefits.

Generation X

With Generation X’s scepticism towards overt marketing tactics, it is key to centre transparency and authenticity in your marketing efforts. You may also want to combine efficiency with this generation’s need to thoroughly research before making a purchase – put key information right in front of them.

Comfortable with technology, Gen X frequently uses digital channels for information and convenience while on the go. Online reviews and email newsletters are particularly effective with this group.

You could:

• Create transparent and straightforward marketing messages that build trust and respect their intelligence.
• Encourage UGC and online reviews to provide social proof and build credibility.
• Develop loyalty programs that reward consistent engagement and purchase behaviour.
• Design marketing materials to be information-heavy, but not overwhelming.
• Utilise platforms like LinkedIn for professional engagement and sharing industry insights.

Millenials

Millennials are a highly engaged group on various social media platforms, so you should want to go where they are. They are also heavily influenced by peer recommendations and social proof, and better engage with marketing efforts that resonate with their values and lifestyle.

Brands should focus on interactive, personalised content that speaks to their desire for authenticity and social responsibility.

You could:

• Prioritise interactive social media content, such as polls, stories, and live streams.
• Highlight your business’s social responsibility activities in marketing materials.
• Run targeted ads on various social media platforms to reach broader audiences and build credibility.
• Highlight brand values and social initiatives to connect on an emotional level and demonstrate corporate responsibility.
• Use data-driven insights to personalise marketing efforts and create tailored customer experiences.

Generation Z

Generation Z is immersed in the digital world, having grown up with smartphones and social media as integral parts of their daily lives. Like Millennials, they seek brands that are authentic and transparent but also inclusive and socially conscious.

This generation is highly visual, meaning brands need to engage them with creative and dynamic content. They are quick to spot inauthentic messaging, so transparency and genuine interaction are key. Platforms like TikTok and Instagram are ideal for capturing their attention with innovative, short-form content.

You could:

• Participate in meaningful conversations about social issues to highlight your brand’s commitment to positive change.
• Optimise your website and content for mobile use – 75% of Gen Z-ers use their mobiles more than any other tech.
• Embrace short-form content platforms like TikTok and Instagram to deliver visually striking and creative content.
• Develop short, impactful content that aligns with current trends and encourages interaction and sharing.
• Collaborate with influencers from the same generation who would create content that resonates and highlights specific touch points.

Generational marketing offers businesses the opportunity to create targeted strategies that resonate more deeply with different age groups. By understanding and addressing each generation’s unique preferences, you can effectively expand your reach and drive growth across multiple demographic segments.

Are you ready to incorporate generational marketing into your overall marketing strategy, but not entirely sure where to start? Book a free consultation with us today, and let’s brainstorm together.