Staying Relevant Through Generational Insights

Traditional advertising doesn’t work very well on people under age 40 – that’s one of those truths most marketers have come to accept. While Boomers may still be consuming television ads, Gen Z is far more likely to be influenced by social media.

But media habits aren’t the only shift that can be tracked by generation. Researchers often find it helpful to analyze audience data using generational age groups. 

According to Pew Research:

“Age cohorts give researchers a tool to analyze changes in views over time; they can provide a way to understand how different formative experiences interact with the life-cycle and aging process to shape people’s view of the world. While younger and older adults may differ in their views at a given moment, age cohorts allow researchers to go further and examine how today’s older adults felt about a given issue when they themselves were young, as well as to describe how the trajectory of views might differ across age cohorts.”

Practical Applications

A recent Forbes article highlights why Gen Z is far more likely to trust product recommendations from influencers or peers rather than traditional celebrity endorsements or corporate advertising. Brands looking to connect with these younger audiences need to embrace digital marketing tactics like influencer partnerships, interactive social media campaigns, and personalized experiences.

Generational differences also extend to the way consumers view and use products. Gen X and Baby Boomers value reliability and simplicity, while Millennials and Gen Z are more likely to gravitate toward innovative, tech-driven solutions. Brands like Apple have capitalized on this intel, offering products that not only serve practical purposes, but also use tech to imagine new ways of doing things.The focus on intuitive design and ease of use help drive on technology adoption among different age groups.

Incorporating Generational Insights

If your brand is not already using generational research, the easiest place to start is for your Insights and Marketing teams to get educated about generational trends and start talking about which ones are particularly relevant to your brand. 

The next step could be to create generational segments of your audience and incorporate these data slices into ongoing discussions about the customer. In some cases, conducting a custom study focused on generational opportunities may be a strategic investment, resulting in clarity around how to move forward with current customers and products (or how to pivot to pursue more lucrative opportunities).

Generational research is a must-have for brands aiming to stay relevant in an increasingly complex and competitive market. By tracking generational trends and incorporating insights into your business strategy, you can better anticipate market changes, innovate more effectively, and build stronger connections with consumers and employees alike.

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