Generational marketing isn’t a buzz word, fad, or trend. It’s a well-honed strategy that intelligently segments audiences by age group so that branded content can be tailored to their needs. Think back to each generation and its defining characteristics, and you’ll notice more than stereotypes. You’ll find a group of people who lived through and were shaped by similar experiences who have developed like-minded attitudes toward products and purchasing.
And that’s exactly why generational marketing is so critical to your brand’s success: because marketing to Gen Z won’t look the same as marketing to Gen Alpha, and connecting with Millennials can’t happen in the same way as marketing to Gen Z. Consumer behavior varies so vastly between these groups that the best way to reach them is to know who you’re talking to, where they came from, and what they need most.
Why Generational Marketing Matters
Which generation comes to mind when you envision hard work, rock music, and skepticism? What about the cohort that grew up on Madonna, rented movies from Blockbuster, and were the first to join Facebook? And let’s not forget the entire Bieber- and BTS-loving consumer segment raised on TikTok and virtual assistants! Whether you’re a Millennial, Gen Z, or Gen Alpha consumer matters – in more ways than one.
Each generation has unique characteristics, values, preferences, and behaviors that far outreach their stereotypical classifications, and these values and preferences influence consumer behavior. Choose to research and adapt to these generational differences and thrive, or ignore them and watch your brand falter. The choice is yours, and the time to get on board is now! In this blog, we break down the differences between Millennials, Gen Z, and Gen Alpha audiences to give marketers like you our best strategies for successful generational marketing.
A Quick Generational Recap: From Millennials to Gen Alpha
First things first: Let’s get our audience segments straight. Millennials, Gen Z, and Gen Alpha represent three very distinct marketing audiences, and while they do share some overlap, understanding the differences between them is key to developing successful generational marketing that truly resonates with each audience. Here’s a quick overview of each generation to help you determine where your target consumers reside:
How To Connect with Each Generation
Rather than scour online sources for tips and tricks, (human)x compiled this helpful how-to guide to explain our tried-and-true generational marketing process with a focus on connecting with Millennial, Gen Z, and Gen Alpha shoppers.
How To Connect with Millennials
According to current research, the Millennial generation prefers the well-established social media platforms they grew up with: Facebook, Instagram, and Twitter/X. Facebook is by far a Millennial’s favorite digital channel, with 87% of consumers in this generation bracket accessing the platform at least once a week. Global Web Index reports that Millennials spend 2.5 hours on social media each day, and this habit is driven largely by their need to shape their social identity and connect with like-minded people.
Key Takeaway: Millennials still place a high premium on experiences and social responsibility, so if your brand also holds these values, emphasize them in your strategy and messaging. You’ll also find that this audience is pulled toward high-quality, sharable content.
How To Boost Engagement with Gen Z
Gen Z consumers primarily hang out on the short-form video platforms of Instagram, TikTok, WhatsApp, and Snapchat. They enjoy joining in on digital marketing trends, but the influencers and content creators they find there often become their most trusted sources of information. In fact, Gen Z tends to trust online connections so greatly that these social influences can mean more to them than traditional media and web searches.
Key Takeaway: This generation is big on diversity, inclusion, and transparency, so try to highlight your DEI efforts and make sure that everyone can see themselves represented in your visuals and messaging. You’ll also need to work hard at creating trustworthy connections with Gen Z, so be truthful and conversational in your content.
How To Reach the Gen Alpha Crowd
As the youngest generation, the Gen Alpha group is still coming of age and we’re still gathering information on their consumption habits and preferences. It’s already clear that they gravitate toward interactive content like augmented reality and gamification on platforms like Roblox and Snapchat, and they love jumping on new TikTok trends and emerging technologies like AI and voice assistants, but we’re not sure where they’ll turn their attention next.
Key Takeaways: Remember that this “iPad generation” has never known a world without touch-screen technology or instant buying power, so keep messaging short, sweet, and to the point, highlighting your value proposition. When creating Gen Alpha campaigns, remember to keep your campaigns family friendly since parents still have an influence on this generation.
Successful Generational Marketing With (human)x
If generational marketing has you stressed, remember that (human)x offers you access to their in-house, PhD-led research team with decades of experience in audience research. Our team is known to extract breakthrough human insights through its deep audience research to help brands make a lasting connection with any generation. Reach out today, and partner with (human)x to uncover critical digital marketing trends, create content consistency that resonates with your consumer base, and launch campaigns that matter more to any audience.
