Identifying and establishing generational boundaries is very useful for sociological and anthropological researchers. Having information about a group, and how it interacts or reacts to the economic, social or technological events that happen around it is a very valuable tool.
Like any other discipline based on sociological knowledge, generational marketing is the marketing strategy that focuses on adapting the message and the way they communicate with each generational group to be more effective in promoting products and services. Each generation has different characteristics, values, and consumption habits, and it is important to take these differences into account to create a successful marketing strategy.
To create an effective generational marketing strategy, it’s important to follow these steps:
- Identify and understand each generational group: It is important to understand the characteristics, values, and purchasing habits of each generational group in order to adapt the message and the way they communicate with them.
- Create a relevant message: Using the information gathered in the previous step, a relevant message can be created for each generational group. It is important to consider the tone and language used so that it is appropriate for each group.
- Use the right communication channels: Each generational group uses different communication channels. It’s important to use the right channels to reach each group effectively.
- Adapt content and design: The content and design of ads and promotions should be tailored to each generational group. Modern, clean designs may be more effective for Millennials and Gen Z, while more classic designs may be more effective for the Silent Generation and Baby Boomers.
- Measure results: It is important to measure the results of the generational marketing strategy to determine what is working and what needs to be adjusted to be more effective in the future.
Generational marketing is an effective marketing strategy that focuses on adapting the message and the way they communicate with each generational group to be more effective in promoting products and services. By following the steps mentioned above, a successful generational marketing strategy can be created.
Knowing the generations
Each generation has different characteristics, values and buying habits. By understanding these differences, you can tailor your marketing strategy to effectively reach each demographic.
Below, we provide a brief description of the main generations and their characteristics:
- Silent Generation (born between 1928 and 1945):
In Spain they are the children who grew up after the Spanish Civil War. In the rest of Europe and the Western world, it includes those who lived after the Second World War. It is the least numerous generation.
The living conditions they had for a good part of their lives, with high infant mortality rates, marked both their population and their character. They are very austere and hard-working people who have been educated in the culture of effort and sacrifice and who have known a much harder life.
They are thrifty, loyal and respectful of authority. They prefer traditional advertising and have a strong sense of community.
- Baby Boomers (born between 1946 and 1964):
Unlike the children of the post-war period, the baby boomer is the largest generation. Currently, there are more than 12 million baby boomers in Spain. They were the first to live in peace and in a period of prosperity after the post-war period.
In Spain this generation arrived half a century late, from the fifties. They are those who lived through the exodus from the countryside to the city, began to enjoy holidays on the coast or bought their first car.
They are hardworking, ambitious, and interested in quality of life. They are a large and diverse group that values financial security and meaningful experiences.
- Generation X (born between 1965 and 1980):
They are the children of the baby boomers, those born in the seventies. In Spain it also lagged behind the rest of the Western world due to Francoism and began with the progressive political opening of the country.
They lived the splendor of consumerism and the obsession with triumph at all costs. Also known as the EGB generation, they were the first to become familiar with computers as a work tool.
They are independent, pragmatic, and seek a work-life balance. They use technology and are critical of traditional advertising.
- Generation Y, the Millennials (born between 1981 and 1996):
Surely the most well-known and criticized generation. Millennials are those people born between 1981 and 1993 (or 1996, depending on the organization consulted). That is, those people who began their youth at the turn of the millennium. In Spain it has a population of just over 7 million men and women.
It is the first generation that can be considered global. Unlike the previous ones, in this one there are no differences between countries and all young Westerners can identify with the same values.
They have grown with the beginnings of digitalization and their access to the labor market was marked by the economic crisis. That is why the term “NEETs” was coined for many, it is a stigmatized generation that has been described as lazy, individualistic, gentrified… But it is also these young people who promoted healthy living, healthy eating or environmentalism.
They are technological, highly connected, and value authenticity and transparency. They prefer online advertising and brands with socially responsible values.
- Generation Z (born between 1997 and 2012):
It is the generation that has taken over from millennials. They outnumber their predecessors. In Spain there are 7,800,000 boys and girls who belong to this post-millennial generation.
They are more entrepreneurial than millennials. They learn quickly and in a self-taught way, which makes them much more irreverent young people than their peers the millennials, educated with much more rigid systems.
If the situation of millennials was not very promising in their incursion into the labor market, generation Z suffers from even higher unemployment rates, which exceed 25% and surely for this reason they are also the most entrepreneurial generation.
Unlike millennials, little has been written about these young people of the future. In the book Generation Z, Núria Vilanova and Iñaki Ortega review in depth what moves these young people, what their motivations are, their weaknesses and the environment that surrounds them.
Gen Z is experiencing the democratization of access to opportunities. It doesn’t matter who your father is or where you were born anymore. Only your talent counts. They are digital natives and take advantage of this advantage to look for new professional opportunities in an increasingly changing job market.
They are very creative young people, with a high adaptability to new environments. They know that they will often have to adapt to new work realities and have a lot of geographical mobility in an increasingly global world. Vilanova and Ortega, in fact, assure in their book that these young people “are already inventing their own jobs”.
They are digital, entrepreneurial, and value diversity and inclusion. They use social media to gain insights and make purchasing decisions.
- Alpha or T generation (born after 2013):
The generation after Gen Z does not yet have an officially accepted name. Some sources refer to it as “Generation Alpha,” while others refer to it as “Generation T” (for technology) or “Generation Touch” (for its early and frequent use of touch devices such as smartphones and tablets).
This generation comprises children born from the mid-2010s onwards and are expected to be the first generation born entirely into the digital age. They are expected to have an innate understanding of technology and to be highly connected and active on social media and other digital platforms.
As this generation grows up, it is expected to have a significant impact on the economy and society at large, and marketers will need to adapt to their unique needs and preferences in order to effectively reach them.
What should we take into account when selling to each of the generations?
To sell to each of the generations, it is important to take into account the following considerations:
- Silent Generation: This group prefers traditional advertising and responds well to ads in newspapers and magazines. They are also attracted to brands and products that represent quality and expertise.
- Baby Boomers: Boomers are interested in quality of life and prefer products and services that help them maintain their lifestyle. They also value financial security and are willing to pay for quality products.
- Generation X: This group values their independence and seeks a balance between work and personal life. They are critical of traditional advertising and respond better to online ads and recommendations from friends and family.
- Millennials: Millennials value authenticity and transparency and prefer online advertising through social media and blogging. They are also more aware of the social and environmental impact of the brands and products they buy.
- Gen Z: This group is highly connected and uses social media to gain insights and make purchasing decisions. They are enterprising and value diversity and inclusion in the brands and products they buy.
In short, in order to sell to each of the generations, it’s important to tailor the message and the way they communicate with each demographic so that it’s more relevant and effective in achieving your sales goals. It’s also important to understand each generation’s preferences and use the right communication channels to reach them effectively.
