Do you know how to appeal to Gen Zers? Are Millennials the majority of your audience, but you want to also connect with other generations? By understanding the underlying generational motivations, challenges, and habits, you can tailor your strategy, products and content accordingly so it "speaks" to a specific generation. 👱‍♀️🧑🧔‍♂️👩‍🦳🧓👵 Buckle up, we're taking you on a journey through generational segmentation!

1. Generational
marketing:
Howtoconnect
withdifferent
consumergenerations

2. Tableof
Contents
Overview
BabyBoomers
Millenials
GenZ
AlphaGen
GenerationX

3. Segmenting and targeting your markets by age
rather than other demographics such as gender,
location, or income is called generational
marketing. By understanding their motivations,
challenges, and habits, you can tailor your
content accordingly so it “speaks” to a specific
generation.
Every consumer segmentation is an extensive task
for the marketing department. On top of many
methods and possible sub-groups, COVID has just
made segmentation more complicated. It impacted
every consumer generation, but with the right
knowledge, you can customize your marketing
efforts to make sure you’re capturing the attention
of Baby Boomers, Millennials, Gen Z, and Alpha.
Overview

4. BabyBoomers
BabyBoomersgrewupinapost-wartimeofeconomicgrowth.
Giventheirageandtimeintheworkforce,theyhavethemost
purchasingpoweranddiscretionaryincome.
Babyboomershavelivedmuchoftheirliveswithoutmodern
technologybuthaveembraceditwiththeuseofsocialmedia,mobile
devicesandonlineshopping.
Theyaremotivatedbygooddealsandcanbeloyaltobrandsfrom
whichtheybuy.
bornbetween1946-1964
Combinedwiththesocietal
changesatthetime,this
generationwasraisedfeeling
thatanythingwasachievable.

5. BabyBoomers
TheBabyBoomergenerationgrewupand
workmostoftheirliveswithouttheinternet
anddigitaltechnology.
Butthisdoesn’tmeanthey’renotopentoit.
Digitalsavviness
Mostpeopleinthisagegroupare
embracingopportunitiesthat
moderntechnologyprovides,
oftenlearningfromtheir
childrenandyoungerpeers.

6. Theyaremorelikelytospendtheirmoneyonhobbies
andluxuryitems.
However,duetotherecenteconomicdownturn,they
arenowmorecarefulwiththeirmoneyandoftenlook
forthebestdealsandpromotions.
AlthoughBabyboomerswillbeover65yearsoldin
2030,manyareplanningtocontinueworkingpasttheir
retirement.Thismeanstheirpurchasingpowerwon’t
slowdownsignificantlyforanotherdecade.
Babyboomershavethe
largestspendingpower
ofanygeneration.
BabyBoomers Financialstatus

7. Whenitcomestosocialmedia,the
GoldenGenerationismorelikelytobe
onFacebookthanonnewer
platforms.
Theyrelyoncustomerservice(usually
phonecalls)andpreferclear,easy-to-
understandcontent.
Traditionalmarketingisthe
normforthisgroupbecause
theywatchmoretelevision
thanyoungergenerations.
BabyBoomers Marketingtactics

8. Thinkofwaystopromote
yourgoodsorservicesvia
traditionalchannels,like
TVandradio
Howtoappealto
BabyBoomerconsumers?
Applyloyaltyprograms
thatdrivein-store
purchasesandin-person
interactions.
Keepthingsusefulbutsimple
andaccessible(simpledesign,
largefonts,etc.).
Avoidusingslangthatmight
makethemfeeloutdated.
Remindbabyboomersofthe
“goodold”timesthatshaped
theirvalues.Thiscanbedone
throughmusicalorvisualcues,
historicalorculturalreferences.

9. GenerationX
Thisgenerationishesitantaboutchangeandinnovation,preferringto
stickwithwhattheyknow.
GenXersrespondwelltonostalgia,wordofmouth,andreviews
fromotherusers.
GenXerstendtobesuspiciousofcorporationsandinstitutions,
whichstemsfrompoliticalandeconomiceventsthroughouttheirlives
(theWatergatescandalandlarge-scalelay-offsinthe80s,for
example).
bornbetween1965-1976
GenXgrewupinarecession
period.Theyarecautiouswith
moneyandaremoresceptical
ofbrands.

10. Thisgenerationispavingthewayforthe
firstdigitalnatives,theMillenials.Even
thoughtheygrewupwithouttheonline
shoppingexperienceandenjoyin-store
shopping,theyhavefullyembracedonline
shopping.
Independentandcritical,this
generationismoredigitally
engagedthantheBabyboomers.
GenerationX Digitalsavviness

11. GenXtopsthelistinthehousing,clothing,eating
out,andentertainmentspendingcategoriesandhasa
globalannualbuyingpowerof$2.4trillion.
Theireconomicsignificancewillcontinueto
increase,too,especiallyasBabyBoomersbegin
spendinglessafterretirement.
GenXisrelativelysmall,
however,thatdoesn’tmean
theireconomicinfluence
andbuyingpotential
shouldbeignored.
GenerationX Financialstatus

12. GenXrespondbesttohonestandclear
messagingthroughtraditional
advertising,butalsoloyaltyprograms,
wordofmouth,emailandsocial
marketing.Theyarefansofincentives,
suchasdiscounts,freebiesand
coupons.
GenXuseFacebookfor
researchand
recommendationsbefore
makingafinalpurchase
in-store.
GenerationX Marketingtactics

13. Buildingupapositivereputation
onpopularreviewsitesshowsGen
Xthatyourbrandistrustworthy.
Howtoappealto
GenXconsumers?
Emailisthebestwayto
communicatewith
GenerationX.
Whenitcomestosocialmedia
platforms,theymostlyuse
Facebook.
Makethemfeelacknowledged
andtailoryourmessagestotheir
aspirationsandchallenges.

14. Millennials
GenYisoftencharacterizedas"narcissisticandpronetojumpingfrom
jobtojob"—anunfairstereotypeconsideringthevastlydifferent
socialandeconomicinfluencesmillennialshaveexperienced
comparedtoBabyBoomers.
Millennialsplaceimportanceonauthenticbrandmessagingand
seekoutbrandsthatsupportsocialandenvironmentalcauses.
Thisgenerationreliesonuser-generatedcontentandthevalueof
word-of-mouthadvertising.
Theypreferbrandsthatofferlowerpricesratherthanpricedrops
fromoffersanddeals.
bornbetween1977-1995
Millennials,orGenerationY,
werethefirstgenerationto
growupwithmodern
technology.

15. Millennialsgrewupalongmajor
technologicalinnovationsandhadahigh
expectationforvirtualtoolstobeavailable
attheirdisposalineverydaylife,aswellas
intheworkplace.Theyarealsogenerally
moreinformedabouttheirpurchasesthan
previousgenerations.
Theyareresourceful,more
flexible,andconstantlyexposed
tonewideasbecausetheyhave
accesstoamoreglobally
connectedworld.
Millennials Digitalsavviness

16. GenYearnlessandhavefewersavingsthanBaby
Boomerswhentheyweretheirage.Accordingto
ConsumerCultureReport,in2020,theirbuyingpower
wasestimatedatUSD1.4trillion,butMillennialsare
selectiveabouthowandwheretheyspendtheir
money.
Generally,they'reopen-mindedtonewideasand
lifestyles,extremelysociallyengaged,andeagerto
maketheworldabetterplace.
Unlikethegenerations
before,Millennialsgain
financialfreedomand
stabilitylaterinlife.
Millennials Financialstatus

17. Alsoreferredtoas"GenY,"millennials
valueauthenticityandpreferorganic
engagementoverintrusiveortargeted
advertising.
Thisconsumergenerationwantstofeel
likeitsvaluesareunderstoodand
reciprocatedbybrands.
Millennialsareprioritizing
health,wellness,and
ethicallysourcedorganic
produce.
Millennials Marketingtactics

18. Getonboardwith
contemporaryissuesandfoster
sustainablebusinesspractices,as
wellasdiversityandinclusion.
Howtoappealto
Millennialconsumers?
Shareengagingcontentandprovide
reasonstotrustyourbrandthrough
positivereviewsandloyaltyrewards.
Applydigitalstrategies
basedonmultichannel
marketing.
Clarityandhonestyarecritical
aspectsofattractingthis
consumergeneration.

19. GenZ
Theychallengetraditionalviewsoffamily,work
environment,andeducation.
However,COVID-19hasreshapedoursocial,political,and
economicaspects.
Thisraciallyandethnicallydiversegenerationisfocusedon
achievingfinancialstabilitybecauseoftheuncertainfuture.
bornbetween1996-2010
ThegenerationZwas
broughtupinastrong
economywithrecord-low
unemployment.

20. Thisgenerationofinfluencersand
contentcreatorswantstoconsume
contentwithintheirtimeonsocialmedia.
Thekeyisknowingwhattypeofcontent
theywanttoseeonsocialplatforms.
Asthefirstgenerationoftruly
digitalnatives,GenZersare
onlineallthetime.
GenZ Digitalsavviness

21. OnlyaquarterofGenZreportthattheycan
comfortablycovertheirmonthlylivingexpenses,
andalmosthalf(46%)saytheylivepaycheckto
paycheck.
Tomakeendsmeet,GenZersaregettingcreative.
Emergingfinancialtechnologiesarepopularwith
GenZ.
AccordingtoInvestopedia,aboutaquarterofGen
Zersinoursurveyholdcryptocurrenciesand
stocks,andonein10ownNFTs.
Thisgenerationis
particularlyvulnerableto
financialanxiety.
GenZ Financialstatus

22. Likemillennials,authenticityand"good
causemarketing"resonatewithGenZ.
Thisrelatestotheirconcernand
activismabouttheenvironmental
andsocialissues.
Theyrelyheavilyonreviewsand
recommendationsthroughsocialmedia
thanothergenerationsandengagewith
brandsthatuseengagingsocialselling
techniques.
67%ofGenZersbelieve
climateissueisatoppriority
toensuresustainableplanet
forfuturegenerations.
GenZ Marketingtactics

23. Trymarketingstrategieslike
influencermarketing,reviews,
socialselling,andadvertisingon
theirfavouritesocialmedia
platforms:TikTokandInstagram.
Howtoappealto
Millennialconsumers?
Obtainhighperformanceofyour
productsorservices.
GenZlikesconsistencyandstaysloyalto
trustworthybrands.
GenZgravitatestowardvideo
content.Theypreferviewinga
widevarietyofbrief,punchy
contentoveranything
long-form.
Keepitshortandsweet.
Makeinteractingwithyour
brandfunbutnottiresome.

24. GenerationAlpha
GenAlphaisthemosttechnologicallysavvygenerationever.
Theyaremorelikelytohavelongereducationyears,which
meanstheywillalsostartworkinglaterandgainfinancial
independencelaterthanGenZers.
Thisfullydigitalageinwhichwelivehasaconsiderableimpact
ontheAlphas,whoareexposedtoextensivescreentimeduring
theirformativeyears.It’sunsureyethowthissaturationwith
digitalworldandscreenswilltransformtheemotional,
physicalandmentalstateofthisgenerationastheygrowup.
bornasof2010
Thiscomplexgeneration
becomeattachedtothescreens
fromtheyoungestage.

25. Inanycase,agenerationalmarketingstrategyshouldnotbeacompany'ssoleapproachto
segmentinganaudience.Atboobook,webelieveinasegmentationapproachbeyond
customers'ageandtheassociated-somewhatstigmatizing-generationalstamp.
Additionalcustomersegmentationfactors,suchasgeography,income,interests,behaviours,
lifestyle-pattern,personalvalues,attitudes,consumptionpatterns,etc.,arecrucialattributesto
successfulpersona-basedtargeting.
Likewitheverythinginmarketing,it'sallaboutthecontext.
Generationalmarketingmatters,
butit'sonlyapieceofthepuzzle.

26. Wanttolearnwhoyourcustomersare
anddevelopproductsand
communicationstrategiesthatresonate
withyouraudience?
Reachouttoourteam!