January 11, 2022
Marketing to Generations Pt. 4: Baby Boomers
“Target” is a key word in marketing. Perhaps our most important word. Who are you speaking to? There are a variety of ways to think of targeting in marketing: behavioral, psychographic, demographic, geographic. And while all of these are important, it’s also crucial to understand how to talk to people from different generations. In this Marketing to Generations series, I’ll be covering digital marketing to Gen Z (1995-2010), Millennials (1980-1994), Gen X (1960-1979), and Baby Boomers (1940-1959) so you can know if you’re reaching these groups in the right place and with the right message.
We’re starting off strong with the youngsters of the group: Gen Z.
Gen Z kind of sounds like a buzzword right now, doesn’t it? Ah, Gen Z… haters of skinny jeans and side parts; paragons of TikTok; tech-savvy, dark-humored, nihilistic youths. As is the case with all generations, it is time for Baby Boomers, Gen Xers, and Millennials to declare that Gen Z (the generation now entering the workforce) is a hot mess.
Hi, hello. I have something to admit. I’m a Gen Zer myself. And as a member of the infamous Gen Z group, I’m here to tell you a few things about us.
Gen Zers are the first digital generation. They got phones, computers, and access to the world-wide web when they were young. They’re the first post-9/11 generation, saw many of their parents suffer through the Great Recession, and now, just as they’re entering highschool, college, and the workforce, they face the pandemic.
It’s not really a surprise that this generation is the most realistic, open-minded, and pragmatic. They’re masters of digital, mobile-focused, and highly ethical buyers. They have a short attention span and won’t put up with obnoxious advertising. And, interestingly, they highly value uniqueness.
They are some of the most skeptical when it comes to marketing. And they have grown up seeing advertisements on all their favorite platforms, so to really reach them, you need to stand out.
A study by McKinsey & Company has pointed out three highlights of Gen Z consumption:
It’s all well and good to know who Gen Z is, but how can you apply this to your digital marketing?
Okay…knowing what we know about Gen Z, what are some types of messaging that are likely to appeal to them?
Of course, all this is just a starting point. Narrowing all members of a generation down to a few bullet points is a way to sum up the main ideas, but these vary even more within the different industries and unique audiences your brand is seeking to bring in. For more help crafting a digital marketing solution to reach and convert your Gen Z audience, talk to our team!