WHICH ONE OF THESE DEFINES YOUR GENERATION AND YOUR MARKET?

Different generations are shaped by different experiences. Whatever your product or service, it’s important to understand how to market to these very different groups. And the one message or medium can rarely cover them all. Here’s a quick guide to the generations—from Baby Boomers
to Generation Z.

Baby Boomers (1946-64)
As the most marketed-to generation, they’ve heard their share of phony advertising claims. As a result, the values that resonate with them are trust, loyalty, affinity and security. They place their trust in those who’ve served them well in the past and truly value a warm, sincere and personable buying experience.

Generation X (1965-76)
Also referred to as the “me” generation, Gen X has a “want it now” attitude, and an appetite for the best. Considered the first technologically influential generation, Gen Xers use their tech savvy to research products and services and make informed buying decisions. They want honesty and deliverance—explain your key benefits and why your product is superior, and trust the Gen Xer to make the right decision.

Generation Y (1977-94)
The Internet opened up their world, and they are the first to harness the power of viral marketing and social networking. Gen Y does not care what you say about your product. They care about what their friends on MySpace, Facebook and YouTube say, and they take their network’s recommendations very seriously.

Generation Z (1995 to the present)
Generation Z will be the most multi-tasking generation to have ever existed, perfectly comfortable with multiple information streams and activities running concurrently. They are experts at filtering information, allowing only the very best targeted messages to reach them. They are highly knowledgeable consumers, and also the most environmentally aware generation to date. Companies need to focus on the planet as well as profits to reach this group.