We’ve said it many times on our blogs and social media accounts, but it’s worth mentioning again. YOUR TARGET AUDIENCE ISN’T EVERYONE. And with this increasingly fractured internet, this is more important than ever going into 2024.
The marketing tactics, not strategies, you employ to reach people need to be tailored to the specific characteristics, preferences, and behaviours of different generations. It’s great to say “Let’s reach people on social media”. That’s an important part of creating a strategy. But how will you reach people on social media? Where will you reach them and when? Not everyone is on Instagram. Not everyone is on LinkedIn. Choosing tactics that align with your strategy is important, so we’ve taken the time to help you understand each generation.
Here’s a comparison of online behaviours between Baby Boomers (ages 57-74), Generation X (ages 41-56), Millennials (ages 25-40), and Generation Z (ages 18-24):
Boomers (ages 57-74):
- Traditional media channels such as television, radio, and print are effective for reaching Boomers.
- Email marketing is often overlooked in today’s landscape, but if your target audience is Boomers, a recent survey stated that 92% of Boomers check their email at least once/day and 62% of them made a purchase through an email last year.
Gen X (ages 41-56):
- Responds well to a mix of traditional and digital channels. They are comfortable with email and online platforms.
- They are smaller in market size when compared to Boomers and Millennials.
- 91% of them use social media every day.
- They respond very well to Influencer Marketing, so think about a channel, such as Instagram, that works well for influencer campaigns.
- Trust is hard to earn, but also hard to lose if you’ve created a proper long-term strategy.
- They value RESPONDING TO CUSTOMERS above all other things on digital platforms as a way to build trust.
Millennials (ages 25-40):
- Digital channels like social media, email, and online platforms are crucial for reaching Millennials. They prefer interactive and engaging content.
- Very digital savvy and can see through an advertisement and inauthentic content like nobody’s business. 40% of survey respondents stated, “Memorable brands prioritize original content over trending topics”.
- 72% also stated that social media is an essential part of their daily lives.
Gen Z (ages 18-24):
- Gen Z is highly digital-native, preferring platforms like Instagram, Snapchat, TikTok, and YouTube. Mobile-first strategies are essential.
Key Takeaways for Communication Channels:
- Boomers (ages 57-74): Think about tactics that have always worked if you’re trying to target Boomers. They use social media but have no plans to increase their uses beyond Facebook, YouTube and Instagram.
- Gen X (ages 41-56): Think about a slightly more omnichannel approach to your marketing if targeting Gen X. A nice mix of new and traditional marketing channels will help, but make sure there are multiple touchpoints at each stage to accurately capture the customer journey. TALK TO THEM. They ARE NOT on TikTok…yet. Think about bridging the digital divide with Direct Mail and a QR code. Think about putting most of your efforts into Facebook and LinkedIn with Instagram and YouTube coming in second.
- Millennials (ages 25-40): Be social and be authentic on social media if you want to attract Millennials to your business. They also prefer private communities more and more. Think about creating a private group to share best practices and help your audience. DO NOT use this as a pure advertising opportunity. They will see through it. They engage through email and TV ads. They like blogs. Facebook and Instagram are key, but they are increasingly exploring TikTok, Snapchat and X (formerly Twitter). In New Brunswick, we would adjust that to say, stay off Snapchat. The people here with money, aren’t on it, nor do they generally understand it.
- Gen Z (ages 18-24): Pay attention to the fractured internet. 41% of survey respondents state they plan on testing and using MORE social media accounts going into 2024. Want to learn more about the fractured internet? Read our article here. Be authentic. Start focusing on TikTok and Instagram if you haven’t already. Does your brand work well for “How To” content? Try YouTube.
Boomers (ages 57-74):
- Focus on nostalgia, family values, and trust. Boomers appreciate detailed information and testimonials.
- The information needs to be clear and insightful. Provide real value to whomever you’re trying to “speak”.
- Promote your content on YouTube, if your content is the type that works well there. They are big fans of the “How to” videos.
- 78% of Boomers use Facebook daily. Create Facebook-centric content.
- Think about advertising prices sooner rather than later as it helps build trust.
- They are only on social media for an average of an hour a day.
Gen X (ages 41-56):
- They don’t like to be played with. Be transparent with your ask and do it quickly.
- 72% of respondents said they prefer video content and Facebook.
- They like to use their purchasing power for good, but do it logically, unlike the extreme good nature some see among Millennials and Gen Z without thinking of the real-world costs.
- They’ve spent their years creating the lifestyle they want and will engage with brands that speak to that lifestyle.
- Take Mercedes and their expansion into SUVs and rugged vehicles. Many of us assumed that if you owned a Mercedes, you probably weren’t the type of person who likes getting dirty. Mercedes famously used data to prove this wrong and created an entirely new line of vehicles because many of their customers preferred to have a disconnected lifestyle when they weren’t going to the office.
Millennials (ages 25-40):
- Authenticity, social responsibility, and personalized content resonate with Millennials.
- They appreciate storytelling and content that reflects diversity.
- They have grown up in a world filled with information, so provide them with some.
- They are on social media for at least 2.25 hours every day.
Gen Z (ages 18-24):
- Short-form, visually appealing content is key. Authenticity, humour, and socially conscious messages are important to Gen Z.
- They are on social media for three hours per day.
- They also prefer authentic, engaging content, but purely for the fun of it and not for the conversion.
- They have been raised in modern marketing tactics, so don’t try to game the system.
- They are extreme in their helpfulness, often completely negating the cost of things in favour of being extremely helpful to both people, our communities and the planet.
Key Takeaways for Content and Messaging:
- Boomers (ages 57-74): This generation is heavily stereotyped. Don’t fall into that trap. Create meaningful content that speaks to them, not the stereotypes. They are more comfortable with tech than most people think, so treat them that way. Don’t use tech jargon, but don’t assume people can’t use your product or service just because of their age. Create content on Facebook first, then YouTube.
- Gen X (ages 41-56): Don’t use stock photos as a long-term strategy. This is not authentic and this audience is tired of seeing the same Asian woman shaking hands or laughing with people in various office settings as a way to showcase your “diversity”. Create content that shows you care about your customers and the communities in which they live. Create video.
- Millennials (ages 25-40): Long-form content does best over time here. Use a video strategy to help engage them online and stop their doom-scrolling habits. E-books, useful blogs and how-to information is great here.
- Gen Z (ages 18-24): Be authentic. Be engaging. Don’t try to game the system by creating AI content or ads that you feel don’t seem like AI content or an advertisement. Create truly engaging content. Stories, polls and quizzes are key. Respond to them quickly. They’ve been raised in a 15-second world. Don’t take more than 24 hours to respond to them. Create videos if possible. Don’t sell to them, have fun with them.
Boomers (ages 57-74):
- While Boomers are increasingly adopting technology, they may not be as tech-savvy as younger generations.
- Simplify online experiences and provide customer support options.
- ~ only 68% own a smartphone.
Gen X (ages 41-56):
- Comfortable with technology, but may not be as digitally native as Millennials and Gen Z.
- ~90% own a smartphone.
Millennials (ages 25-40):
- Embrace technology and digital experiences. Invest in mobile optimization and e-commerce capabilities.
- NOTE: The trend of “disconnecting” has shot up in recent years among this demographic, so don’t put all your eggs into one digital marketing basket.
- ~94% own a smartphone.
Gen Z (ages 18-24):
- Expect seamless and intuitive digital experiences.
- NOTE: While most love technology and are adept at using it, there’s been a subset of this group that tends to steer away from modern tech and ideals in favour of old tech and modern ideals. Look at the resurgence of both vinyl record and book sales over the last ten years or so.
- Augmented reality and interactive features can capture their attention.
- ~98% own a smartphone.
Key Takeaways for Technology Adoption:
- Boomers (ages 57-74): Do you have a chatbot that can answer a new user’s questions quickly and concisely? Remember KISS…Keep It Simple Stupid.
- Gen X (ages 41-56): Omnichannel marketing and bridging the gap between digital and physical tactics is key.
- Millennials (ages 25-40): We begin to move away from physical marketing being effective. I have NEVER read a flyer mailed to me, I just do what the rest of the building does and toss the flyers into the blue bin by the mailboxes. If I want to know what’s on sale, I’ll go to your website and search for the product category I want, not the product you tell me I should want.
- Gen Z (ages 18-24): Your UX and the entire digital experience need to be flawless. They’ve been raised in a world where they can see, and sometimes experience, the best of the best on a global scale. Produce accordingly. Get creative with your tactics and see if your brand resonates more with the “old souls” in this generation.
Boomers (ages 57-74):
- Brand loyalty is often built over time through consistent quality and positive experiences.
Gen X (ages 41-56):
- Tends to be brand-loyal, appreciating brands that have been consistent and reliable throughout the years.
Millennials (ages 25-40):
- Value experiences and are more likely to switch brands if they feel a brand aligns better with their values.
- They expect you to work long-term for their loyalty.
- Increasingly price sensitive as they find ways to reduce bills and discretionary purchases as global sentiments regarding what is considered a “necessary” purchase continue to decline.
Gen Z (ages 18-24):
- Highly value brand authenticity and are willing to try new brands.
- Influencers and peer recommendations play a significant role.
- Increasingly price sensitive as global economic outlooks seem increasingly dour.
Key Takeaways for Brand Loyalty:
- Boomers (ages 57-74): If you’ve taken the time to create a loyal audience here, so long as you maintain the status quo, you’re golden.
- Gen X (ages 41-56): Adjust your expectations to what is achievable given your resources if you don’t already have these people in your audience. It will take a strategy, time and money to create new brand enthusiasts.
- Millennials (ages 25-40): Help them experience your brand in ways they’ve never seen before. Provide them with fun, interesting experiences both online and offline. This is another chance to flex your omnichannel marketing approach.
- Gen Z (ages 18-24): If you’re not authentic and seemingly extreme in your branding, you will lose them to another brand that better reflects their modern values. They buy from people they trust.
Boomers (ages 57-74):
- Appreciate corporate social responsibility but may not prioritize it as much as younger generations.
Gen X (ages 41-56):
- Values social and environmental responsibility, similar to Millennials.
Millennials (ages 25-40):
- Expect brands to be socially and environmentally responsible. Transparency is crucial.
Gen Z (ages 18-24):
- Place a strong emphasis on sustainability and ethical practices. They support brands that actively contribute to social causes.
- Some consider their approach to be extreme.
Key Takeaways for Social and Environmental Responsibility:
- Boomers (ages 57-74): Think about tactics that have always worked if you’re trying to target Boomers. They use social media but have no plans to increase their uses beyond Facebook, YouTube and Instagram.
- Gen X (ages 41-56): Think about a slightly more omnichannel approach to your marketing if targeting Gen X. A nice mix of new and traditional marketing channels will help, but make sure there are multiple touchpoints at each stage to accurately capture the customer journey. TALK TO THEM. They ARE NOT on TikTok…yet.
- Millennials (ages 25-40): Be social and be authentic on social media if you want to attract Millennials to your business. They also prefer private communities more and more. Think about creating a private group to share best practices and help your audience. DO NOT use this as a pure advertising opportunity. They will see through it.
- Gen Z (ages 18-24): You must be extremely careful with not what your brand is, but how your brand is perceived. The recent (2023) example of Bud Light is key. Not only did they alienate their much more conservative audiences by using a Trans person for a marketing campaign, but they didn’t stick to their modern guns and so also alienated the group they were trying to target with the original campaign.
Boomers (ages 57-74):
- Influencers may be effective if they are relatable and share values with the Boomer generation.
- However, they grew up with the original influencer marketing campaigns: celebrities on billboards. They no longer care about celebrity status; just how truthful your influencer is.
Gen X (ages 41-56):
- Responds well to influencers who are authentic and share common interests.
- Also straddling the billboard generation, they are part of the “Sex Sells” generation, but as the world modernizes, their acceptance of this practice also modernizes.
Millennials (ages 25-40):
- Respond well to influencers who align with their interests and values.
- Generally moving away from the “Sex Sells” attitude toward a more socially conscious attitude.
Gen Z (ages 18-24):
- Influencers are a powerful marketing tool for Gen Z. Authenticity and relatability are key factors.
- Influencer marketing is tough here because, just like the internet, their values are increasingly fractured.
- Sex may still sell well, but it must be consensual, tasteful and representative of all people.
Key Takeaways for Influencer Marketing:
- No matter the generation, the influencer you choose, needs to align with the values of your target audience. This is key to building a trustworthy brand in the eyes of consumers.
Boomers (ages 57-74):
- In-store shopping is still common, and they appreciate a personalized shopping experience.
Gen X (ages 41-56):
- Comfortable with a mix of online and in-store shopping. Value convenience and personalized experiences.
Millennials (ages 25-40):
- Embrace online shopping and value convenience. Reviews and ratings influence their purchasing decisions.
Gen Z (ages 18-24):
- Prefer online shopping with fast and convenient delivery options. Social media plays a significant role in discovering new products.
Key Takeaways for Purchasing Behaviour:
- Boomers (ages 57-74): Customer service for every interaction with your business is key to building brand loyalty. Prioritize the physical shopping experience.
- Gen X (ages 41-56): Bridge the physical shopping experience with the digital.
- Millennials (ages 25-40): This is the generation that started the trend of brick-and-mortar shops being more like showrooms rather than buying opportunities. Millennials will be physically in your store looking at products, while shopping for the same thing online, potentially even on your online shop.
- Gen Z (ages 18-24): This is the unfortunate “Temu” (a new online shopping app that is far from sustainable calling into question this generation’s claim they care about the environment) generation. They are lured in by constant online contact combined with rock-bottom prices and flashy, fun advertisements.
Understanding the nuances of each generation’s preferences and behaviours can help your business tailor your marketing strategies effectively and reach a broader audience across different age groups. Want to learn even more? Contact us today!