A marketer’s worst nightmare? Miscommunication. Especially when trying to speak to multiple generations at once. And with people of all ages scrolling through your content, crafting a message that resonates with each of them can be challenging. So, what is each generation looking for when it comes to ads popping up on their phones?
Generation Z: Ages 13 to 28, influencer-loving and culture-conscious
Core Values: Uniquely, Gen-Z is the first generation to have never experienced a world without technology. All they’ve ever known is the web at their fingertips, making them value community, collaboration, and a social environment more than past generations. Furthermore, Gen-Z is comprised of conscious consumers who value a company’s social stances more than any other generation.
Advertisement Preferences: Gen-Z loves to see ads featuring relatable micro-influencers. 22% of Gen-Z shoppers rely on their favorite influencers to make purchases, the highest group of all generations. They tend to follow influencers who appear transparent and authentic. Gen-Z loves it when the influencer featured interacts with them in the comment section, making the entire campaign feel more organic.
In addition to an influencer feature, Gen-Z prefers to see ads that consist of a memorable storyline or catchy music. Between TikTok partnerships, podcast commercials, and YouTube ads, standing out from the crowd is even more essential. 63% of Gen-Z consumers say that most ads they see are forgettable, so tapping into your creative side is crucial. Incorporating your brand’s social values, turning your tagline into a jingle, or utilizing a celebrity cameo are examples that can help get the shoppers of Generation Z on your side.
Best Channels: It’s no surprise that Gen-Z loves social media. Creating organic social media posts is the best way to reach these consumers. Focus on content for TikTok, Instagram, and YouTube, as that’s where Gen-Z spends most of their time.
Millennial: Ages 29 to 44, tech-savvy and experience-driven
Core Values: This generation values authenticity and a drive for success, with a sprinkle of humor. Like Gen-Z, millennials prioritize supporting brands and companies that align with their personal beliefs, with 80% stating that sustainability is a key factor driving their purchasing decisions.
In addition to their social beliefs, millennials also prioritize purchasing experiences over possessions. The generation’s motto of “live life to the fullest” expands into their purchasing decisions. Finally, millennials love the feeling of sweet success, and they feel most rewarded when these achievements can be recognized by the outside world.
Advertisement Preferences: Millennials love authenticity, and this doesn’t stop at the people they form relationships with. When it comes to advertisements, they prefer to see brands showcase real customer stories, user-generated content, or behind-the-scenes looks at their favorite products.
Additionally, broadening your brand’s offerings can also spark the interest of this generation. Consider offering an experience, service, achievement program, or subscription plan to provide a variety of choices.
Best Channels: Millennials watched the internet’s evolution, from its birth to the intricate web it is today. As a result, the best way to reach millennials is online, and more specifically, on social media. 82% of millennials use their social media to interact with their favorite brands, and 38% rely on social media to discover new brands. So, creating a strong social media presence for your brand (especially on Facebook, TikTok, and YouTube) is a surefire way of connecting with this generation.
Generation X: Ages 45 to 60, brand-loyal and fact-focused
Core Values: Growing up in a world of constant change and uncertainty, Generation X learned to value independence, loyalty, and dependability. Many prioritize their relationships over anything else in their lives. However, these morals extend further than their personal lives, making Gen-X shoppers some of the most loyal to your brand (after you win them over with facts, of course).
Advertisement Preferences: For Gen-X consumers, an ad that gets straight to the point with facts and evidence is one they’ll be interested in. Many individuals of this generation tend to be skeptical of influencer marketing, which may be where the disconnect between brands and Gen-X stems from. With more and more brands turning to influencers, 54% of Gen-X shoppers feel ignored by brand market strategies and advertisements. Consider creating an ad that leads with logic or adding a loyalty program, and you may just win over some loyal Gen-X customers.
Best Channels: Gen-X is most active on Facebook, with 95% of them using the social media platform. However, don’t put all your advertising eggs into one basket for this generation. Gen X also appreciates traditional media, with 48% listening to the radio, 62% reading newspapers, and 85% watching television.
Lastly, connect with them directly through email marketing. Send them discount codes and prompt them to join your loyalty program, ensuring that your messages are clear and informative.
Baby Boomers: Ages 61 to 79, nostalgic-filled and work-centric
Core Values: Similar to the Gen X generation, the Baby Boomer generation values hard work, knowledge, and family above all else. They have a “work hard, play rarely” mentality, basing many of their decisions on how it will help them reach their goals. Growing up in the post-war era, they were raised in a time of national prosperity. This way of living followed them throughout their lives, making baby boomers the driving force of economic growth. Every year, this generation spends around $5-6 trillion on goods and services.
Advertisement Preferences: Of all the generations, baby boomers are the ones least interested in humor or celebrity features. They prefer clear-cut, informational ads that connect with their value of knowledge. This is also a nostalgic generation. By incorporating historical or cultural references into your advertisements, you tug on the heartstrings of baby boomers and convince them to buy from your brand.
Best Channels: Of course, baby boomers grew up in the golden age of television, making traditional media their preferred method of contact. Television, print, and email ads are all great, reliable ways to reach them. But don’t rule out the use of social media ads yet. Approximately 59% of baby boomers use social media, with 48% primarily using Facebook. By striking a balance between tradition and modernity, you can attract and retain these powerful consumers as loyal customers of your brand.
In a nutshell
With consumers falling on all sides of the spectrum, it’s a complex world for marketers. It’s crucial for brands to research their audiences and craft their messages with care. A good advertisement isn’t just about shouting louder; it’s about speaking the language of your customers.
It’s time to speak to your audience in a way that gets remembered – and we can help. Reach out today for a brand strategy consultation.
