Targeting the right population to advertise to is essential to effective marketing. A strong campaign can quickly become a waste of time and money if it is not catered to your target population. One of the easiest ways to select a target population is by age group. This is why generation targeting is becoming so popular in today’s business world.
Generation targeting breaks the population down into a few groups based on a set range of birth years. There are six generations alive today. Each generation has a special set of preferences and habits that must be considered when trying to attract a certain age group. It is important to know how to cater your marketing efforts towards the desired target population to be effective.
The six generations include:
Generation GI (90 years +)
These are the children of WWI, WWII and the great depression. They are hard workers, believe in saving money and seek value in their purchases. They don’t like debt and would prefer to pay in cash. They are not as impressed as younger generations by “luxury” items. This generation is the least tech savvy so it is important to use more traditional advertising such as postcards or flyers to reach them. Though they are the oldest generation, they do not like to be thought of as “dependent.”
The Mature/Silent Generation (71-89 years)
This is they Korean and Vietnam war generation. They were in their prime when they got to enjoy the post-war boom. They were the first to experience cars and television. They have a very traditional mentality. Woman of this generation were loyal housewives to their hard-working husbands. They are very family oriented. They do not believe in divorce or having children before marriage. They are the richest retirees in history. It is also important to use traditional marketing to reach this generation. Messages should be in large font and be grammatically correct to avoid confusion.
Babyboomers (52-71 years)
This is the revolutionary generation of the 60’s and 70’s. During this time, woman began working outside of the home, the civil rights movement was in full swing and divorce became more excepted. Individuals of this generation are good team players and hard workers. They are also bargain shoppers. Discounts and promotions appeal to this generation more than any other. They are moderately tech savvy but their knowledge of technology is limited. Therefore,it is important to make sure your business information is easily accessible online. They will retire soon and are projected to remain more active during their retirement than previous generations.
Generations X (36-52 years)
These were the children of divorce and absent parents that were following their careers. They are often referred to as the “latch-key” kids. They have a more individualistic mentality then previous generations. Some hold a negative view towards institutions like the government and big corporations. They are entrepreneurs. It is important to incorporate social media advertising along with traditional advertising to target this generation. They did not grow up with much technology but most use cellphones and computers now.
Millennials (16-35 years)
This generation will soon pass the Babyboomers as the largest generation. They grew up with technology so they are very tech savvy. They have unlimited access to information so they seek reviews and testimonials. They are opinionated and educated. They feel a tremendous amount of academic pressure and have high hopes for themselves. This generation is impatient and fast-paced. It is important to have a very strong online presence to reach this generation. It is also important that your websites and emails are mobile friendly because they are always on-the-go. They are impulsive buyers and often fall victim to any additional items offered at checkout.
The Boomlets (Under 16)
This generation was the quickest to leave their toys behind. Nowadays, children are not as amused with traditional toys as they are by video games, apps and computers. They will be the most technologically advanced generation. Almost half the “Boomlets” are Hispanic so bi-cultural advertising is estimated to become more prevalent in the years to come. It is important to take advantage of technological trends when marketing to this generation. They are very quick to follow trends or fads. They are over-stimulated with brands and advertising so marketing to this generation can be difficult. It is important to stand out against other ads and pin-point your marketing towards those who will be the most interested.