Talkin' 'Bout My Generation: How to Target Different Generations

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It’s easy to assume that one approach to marketing fits all consumers, however there are differences in the way generations were raised, live and like their products to be marketed. From the traditional Baby Boomers to tech-savvy Gen Z, there are major contrasts in everything from use of technology to political and social opinions. Here's an overview of the different generations and some of the best marketing techniques for each:

Baby Boomers: Born 1946-64


The generation who still signs off at the end of a text, Baby Boomers were born in the post-war period and are traditional but adapting to new technologies. Boomers are still the largest generation by number and are retired/close to retiring, making them on average, the most affluent generation and the group that spends the most in-store.

Their younger counterparts have helped them embrace new technology such as social media. They still spend far more time on computers than mobile devices and are largely limited to Facebook in terms of social networking.

How to market to them:

  • Email and telephone marketing: Boomers prefer direct marketing techniques, 95% opt for email over instant messenger. They often feel overlooked by millennial targeted marketing and prefer being able to speak to a real person  
  • Television: Older generations watch far more TV than any others, on average people over 50 watch 40+ hours per week. This makes this medium a valuable commodity for communicating with this group
  • Search: SEO etc. are valuable tools as boomers typically get most online information through search engines, compared to others that use online videos and social media

Generation X: Born 1965-76 

Gen X is the forgotten middle child between boomers and millennials. The smallest generation are now in their 40s/50s most likely have children, a full-time job and not much spare time. A confusing generation, older members behave like Boomers and younger ones like Millennials.

Most of this group are familiar with technology and the internet and are almost as present on social media as Millennials. They are also far more likely to research products online, reading more reviews and visiting more opinion sites than anyone else. Like the generation before them, Gen X have a lot of spending power due to advanced careers.

How to market to them:

  • Social: This generation have embraced mobile devices and with them social media but, again is largely limited to Facebook. Although they are more receptive, they are still likely to misunderstand or ignore some social media ads
  • Video: Although they still get most entertainment from TV, Gen X have embraced online video including YouTube and streaming services such as Netflix, with around 90% regularly using YouTube
  • Email Marketing: Gen Xers are influenced more by the ease of doing business than by personalised brand interactions

Millennials: Born 1977-95


Coming of age at a time of recession this entrepreneurial, socially conscious generation are soon to become the largest and most economically active generation. Many millennials grew up with the rise of personal computing and the advent of the internet, as a result this generation utilises technology and is as active on social media as Gen Z.

Despite their relative youth, this generation are still an economic force, with nearly as much spending power as Gen X. This generation doe the least in-store shopping instead preferring to carry out the majority of transactions online. This group has changed the way good and services are marketed by remaining unresponsive to traditional marketing methods.

How to market to them:

  • Social: Facebook is still the most used network by this generation however, there is far more use of Instagram and Snapchat. They spend most online time on social media are also far more likely to pay attention to personalised social media ads and influencers
  • Streaming: Millennials rarely watch TV, preferring to get their entertainment from Netflix, Amazon or YouTube
  • Mobile: The first generation to truly embrace the mobile revolution, the value of mobile channels needs to be recognised   
  • Affiliation: Millennials are socially conscious and ethically minded, affiliating your brand/product with like-minded charities or good causes can be profitable  

Generation Z: Born 1996-2010


The youngest generation was born into the internet age and have never experienced a world without social media or online shopping. Most of this generation are still children but they are most active across all social media platforms, especially Instagram. Meaningful interaction is key and as a result they are more likely to buy a product because of friends/family or an online influencer than a TV ad.

Gen Zers are more acutely aware of political, environmental and socio-economic problems than previous generations so, like millennials are more likely to seek and support ethical, moral, eco-friendly etc. They are the least brand-loyal generation, placing quality before loyalty.

How to market to them:

  • Engaging social media: Unlike older users, Gen Z prefer social media interaction, this could be through the use of interactive filters or tailored content. Instagram, Snapchat and TikTok are the most relevant channels on social media. This is the generation of the influencer, web creators on Instagram and YouTube are another valuable tool
  • Product Placement: The go-to for this generation is Netflix, with 70% spending 3hrs+ per day watching video online. They are less receptive to normal advertising but studies have shown younger people general pay more attention to product placement 

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