Creative Marketing: How To Connect With Most Every Generation

When targeting different age demographics, you have to understand what factors motivate interest for each generation. Here are some useful tips and triggers for connecting with those interests.

Generation Z

You can view this generation as the children of Millennials, so they are also known as "Post-Millennials". Think birthdates from around 1995 to 2005. This is the first generation to grow up with the internet, cell phones, and social media already well-established. They are both more tech-savvy and more restless. Most are still in late teens to early adulthood, so they have a lot of influence over their parent's purchase decisions. However, they still like options or activities that allow them to feel independent. Gen Z is also more image-conscious in terms of video and photos. They are also more impatient, seeking "snack-sized" doses of information such as memes, infographics, and short videos. Platforms like Snapchat and Instagram tend to draw more young people.

Millennials, or Generation Y

This is the generation born circa 1980 to 1990 or so. They tend to be patriotic. They are technically aware in terms of media, though not so knowledgeable as Generation Z. They like to travel, and actively seek financial independence or rewards. Incentives such as loyalty and reward programs appeal to them. The also like posting photos and spending time on Facebook, though aren't as devoted as Gen Z. Peer recommendations and local product and service choices carry more weight with them. Online resources like Yelp and TripAdvisor are some of their go-to sites.

Generation X

These are the people born between roughly 1965 and 1979. They are more skeptical and independent than either Baby Boomers or Millennials. Gen Xers are an important market segment since they tend to have the most purchasing power collectively. Most of them are still raising children and tend to be family-focused. Saving is important to Gen X, so it's important to show them why they're getting the most value for their dollar (http://www.pr2020.com/blog/marketers-101-ways-to-add-value).

Baby Boomers

This is the generation born between the post-World War II era and the mid-1960s. Boomers tend to look for status symbols and fulfillment in all aspects of their lives. Most are now retired or considering retirement, which means they need stability. Those that aren't yet retired are more open to new adventures and locations. Boomers are also more apt to do research before making a purchase. They give greater weight to referrals in their decision making. While they are more tech-oriented than you'd expect, they still favor the phone over other mediums.

Silver Birds

These are people born prior to 1945, and are now retired. They may have more hunger for traditional knowledge and are more open to socializing. Online, they may be more active in chat rooms and forums than even younger generations. They like relationships, not sales. Silver Birds also prefer to deal with established companies, so building credibility is important. They don't spend money frivolously, but are still open to new experiences. But you'll want to use appropriate language and cultural references.

Making the Connection

Today connecting with all of these generations has been made a lot easier through the development of technology. Social media sites such as Facebook and Twitter have changed marketing forever. You can even use sources like Vimeo for marketing like ACN, for example. That way you can get most everyone’s attention through entertainment. It is definitely a good idea to look into different sources like this to make your marketing as efficient and effective as possible.  

Though you'll use different language, images, and offers in marketing to different generations, the truth is that they all want value: a product or service that can help them realize goals or better their lives.