BOOMER
INSPIRATION & INNOVATION
Growing up CREATE MORE EFFECTIVE CAMPAIGNS WITH GENERATIONAL MARKETING BY HANNAH MASSEN
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LocalBizSC.com Q2 2022
Picture a typical family: Ruth and Dave are the Gen X parents, they have a Millennial son named Jake, and two teenage Gen Z children. Oh, and don’t forget about grandma and grandpa Baby Boomer. Now picture this family at the mall. Jake and his younger siblings are looking for an engaging brand experience, while grandma and grandpa are on the hunt for a bargain. And Ruth and Dave? They’re chatting with the luxury item sales rep at the department store. The dozens – if not hundreds – of studies that have been done on consumer habits and preferences across generations usually boil down to one takeaway: we are not all alike. Each generation has its own expectations, lifestyles and values that influence its members’ responses to your marketing tactics. Jake would probably toss the brochure you handed to grandma and grandpa, while the easiest way to reach Ruth and Dave would be through email marketing. By segmenting the target market based on the age group (aka generational marketing), businesses can make a better and more direct approach to connecting with consumers. Use this generational “cheat sheet” to inform your next marketing campaign.
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