Generational marketing is a marketing strategy that targets generational cohorts and accounts for the differences between them. These cohorts are thought to have different preferences, attitudes, and mindsets, all depending on their age and upbringing.
As of now, these are the largest generations in terms of the population:
Born between 1946 and 1964, Baby Boomers have lived through many of the twentieth century’s most defining moments, like the Civil Rights Movement and the JFK assassination. They also have seen technology rapidly develop into something unrecognizable to their younger selves, which greatly influences the way they use technology.
For this reason, Baby Boomers may not be interested in the latest devices or gadgets. They are more likely than younger generations to prefer phone conversations, and less likely to use Facebook or text messaging. While many use computers and smartphones, other may be harder to persuade.
Born between 1965 and 1981, Generation X was influenced by the Watergate scandal, changes in traditional family structures, and other disillusionments. As a result, they often tend to be anti-establishment and skeptical of consumerism. They reached adulthood prior to Facebook and smartphones, but are generally more receptive to technology than their parents.
Generation X is the smallest of these generations. The invention of the birth control pill in the 1960s is often given as the reason for this.
Born between 1982 and 2000, Generation Y are the least conservative, most tech savvy, and most fashion-conscious generation. Commonly known as “Millennials,” members of Generation Y are highly sought after by advertisers, and for good reasons. Millennials grew up with computers and were the first to use social media.
Millennials are highly active on these platforms, and are often avoidant of older forms of communication. If you want to reach a Millennial, you may have to use Facebook or text messaging, in stark contrast to Baby Boomers.
What about Generation Z?
Born after 2000, “Centennials” are at a crossroads. Some think they may be more conservative and individualist than Generation Y, but others think they may continue the trend towards multiculturalism, community, and rejection of traditional social structures.
What we do know is that Generation Z has been on smartphones and social media their entire lives. As a result, they are the most important generation to reach through digital advertising. It’s 2018 and they’re now entering college.