It’s no secret that the world is becoming increasingly divided. We are seeing more and more division between different groups of people, whether it be political, religious, or cultural. One of the most significant divides in recent years has been the generation gap. As our world has become more complex and fast-paced, the divide between the different generations has only grown.
This presents a challenge for marketers. How do you serve five different generations with differing needs, wants, and preferences? It’s a daunting task, to say the least. But it must be done if companies want to stay relevant and appeal to a wide range of customers.
The key is to understand that each generation has a different sociocultural environment and life experience. This means that they have different preferences and attitudes toward products and services. What appeals to one generation may not appeal to another. This is why it’s so important for companies to tailor their offerings, customer experience, care, design, and content to each generation.
Sadly, most companies don’t know how to do this. They treat all generations the same, without any customization or differentiation. This is a mistake. Companies need to balance between maximisation of value creation for the present and starting to position the brands for the future. If they can do this, they will be able to serve all generations effectively and create loyal customers for life.
Generations
Baby Boomers
(Born 1946-1964)
The first thing to understand about Baby Boomers is that they are the largest, most influential generation in history. They have been trendsetters for the past 50 years and will continue to be for the next 20. This generation is defined by their love of progress and change. They are always looking for ways to improve things and make them better.
This has led to some amazing innovations over the years, including the personal computer, cell phone, and internet. Baby Boomers have also been at the forefront of social movements like civil rights, women’s rights, and environmentalism.
When marketing to Baby Boomers, it’s important to focus on quality, value, and service. This generation is willing to pay more for a product or service that they perceive to be of better quality. They also place a high value on customer service and are loyal to brands that treat them well.
Generation X
(Born 1965-1980)
Generation X is the lost generation. They grew up in the shadow of the Baby Boomers and as a result, feel like they have been left behind. This has led to a general feeling of cynicism and scepticism among this group.
When marketing to Generation X, it’s important to focus on authenticity and trustworthiness. This generation does not respond well to empty promises or marketing gimmicks. They want brands that are honest and transparent. They also appreciate companies that are willing to go above and beyond to provide excellent customer service.
Millennials
(Born 1981-1996)
Millennials are the most studied and written about generation in history. They are the children of the Baby Boomers and as such, have been raised with high expectations. As a result, they are often accused of being entitled and narcissistic.
When marketing to Millennials, it’s important to focus on social responsibility and environmental sustainability. This generation is very concerned about the state of the world and wants to do their part to make it a better place. They are also willing to spend their money on brands that share their values.
Generation Z
(Born 1997-2012)
Generation Z is the first truly digital generation. They have never known a world without the internet and cell phones. As a result, they are incredibly comfortable with technology and use it to stay connected with their friends and family at all times.
When marketing to Generation Z, it’s important to focus on social media and mobile devices. This generation is always online and their attention span is shorter than that of any other generation. To reach them, you need to be where they are: on social media platforms like Snapchat, TikTok, Instagram, and YouTube.
Generation Alpha
(Born 2013-2025)
Generation Alpha is the future. They are the children of Millennials and as such, are being raised in a very different world than any other generation before them. This generation is growing up in a time of unprecedented change and opportunity.
When marketing to Generation Alpha, it’s important to focus on new technologies and platforms. This generation is early adopters of new technology and is always looking for the latest and greatest gadgets. They are also very receptive to marketing messages that are delivered through innovative channels like augmented reality and virtual reality.
Human life stages and generations
When looking at the life stages of each generation, it is important to note that they are not set in stone. The average length of each stage has changed significantly over time, with people now living longer and reaching maturity later in life.
Human life stages
- Fundamental – focus on learning, exploring, and adapting. Knowledge and skills from formal education and friendship and social relationships.
- Forefront – from learning to work, start to make a living and b work life.
- Fostering – from work to family, focus on children and grandchildren.
- End-of-life – the final stage of life. Retirement, from family to retirement, focuses on hobbies, socialising, and travel.
Baby boomers
The baby boomer generation is slowly moving into the end-of-life stage. Over the next few years, we will see an increase in the number of boomers retiring from the workforce. This will free up time for them to pursue hobbies, socialise, and travel.
Generation X
Generation X is quickly approaching the forefront stage of life. Over the next few years, we will see an increase in the number of Gen Xers starting families and beginning their careers. This will be a busy time for them as they balance work and home life.
Millennials
Millennials are still in the fundamental stage of life. They are focused on learning, exploring, and adapting. This is a time of formal education and building social relationships. In the next few years, we will see more Millennials entering the workforce and starting their careers.
Generation Z
Generation Z is just entering the fundamental stage of life. They are focused on learning, exploring, and adapting. This is a time of formal education and building social relationships. In the next few years, we will see more Generation Zers entering the workforce and starting their careers.
Generation Alpha
Generation Alpha is still in the womb! We won’t see them enter the fundamental stage of life for several years. When they do, they will be focused on learning, exploring, and adapting. This is a time of formal education and building social relationships. In the next few years, we will see more Generation Alphas entering the workforce and starting their careers.
Generations are not static. They are ever-changing and always evolving. As new generations enter the world, they bring with them new ideas, new perspectives, and new ways of looking at things. Marketers need to be aware of these changes to stay ahead of the curve and remain relevant to their target audience.