One of the first things we come across while watching television, or even before a YouTube video, are advertisements. We might be asking ourselves, “how do these products relate to us?” A marketer asks the question, “how can I better understand my clients so that I can improve their return on investment?” To answer these questions, we first need to examine the audiences our consumers most identify with.
There are three main groups consumers fall into when considering marketing tactics: generation X, Y (millennials), and Z. Generation X grew up between the 1960s and 1970s. Due to the many economical hardships of those times, these men and women became self-reliant and independent. Both parents worked jobs to sustain their family, which instilled some urgency and independence from their children, thus audio and visual demonstrations better resonate with them instead of unsolicited calls and large amounts of information. Generation X tends to exhibit reluctance and caution on anything they become involved in and have a “what’s in it for me?” attitude.
Generation Y or “millennials,” consist of men and women born between 1980-2000. These individuals adapt to new technology and methods easier as it’s been part of their lives since childhood. Generation Y focuses less on brand loyalty but more on a brand’s digital presence and seek out brands they socially, ethnically, and personally identify with. They purchase products for their family and are very technological savvy.
Generation Z or the ‘iGen’ consists of men and women born between 2001-2013. According to Forbes, “Generation Z is 55 percent more likely to want to start a business than Millennials.” Though there isn’t much information regarding the iGeneration just yet, its safe to say they will continue to innovate and create.
Communicating to Each Generation
After knowing a little more about each generation, we can examine which methods best to connect with each group. Keep in mind that the message we communicate with one generation may not be successful with another generation.
Below are few techniques and strategies on how to work with multiple generations:
1. Get to know everything about your consumers before you begin the creative process.
2. Also consider if the consumer has kids and how this affects the messaging.
3. Understand your products and services well enough to recommend the best solutions according to their generation style.
4. Offer your consumer alternate solutions to fit there needs.
Getting to know your consumer and his or her generation’s perspective will help you develop various options and solutions to better suit their needs. esd can assist in identifying your target audiences and the best marketing tactics and messaging to effectively reach them.