Generational Marketing is defined as the approach to product development, Customer Relations Management (CRM), communication and marketing that recognizes generation as archetypes; a model of which all things are considered of the same type, copy or representation (Hendriske, 2014)

Generation X (1965–1979)
- Characteristics: Rebellious, independent, entrepreneurial, anti-establishment, skeptical, ecologically-minded, anti-consumerist, short attention spans, multi-career minded.
  - 39% favored online communications over talking with a service representative by phone
- According to AdWeek, 48% of Gen Xers listen to the radio and 62% still read newspapers. In another study via MarketingCharts.com, it was shown that Gen X’s purchase decisions are most influenced by family/friend recommendations, TV ads, email, online reviews and even direct mail.
- From music to TV, movies to gaming, major brands have latched on to Generation X’s love for childhood nostalgia in a big way.

A 2014 study by the Journal of Consumer Research found that people spend more money when they’re feeling nostalgic, and marketers are taking this nostalgia to the bank

Baby Boomers (1946–1964)
- Characteristics: Experimental, individualist, free-spirited, self-believing, self-fulfillment, self-improvement, rejection or redefinition of traditional values.
- 60% of people in the 50 – 64 year age group, which is most of the boomer population, are now on at least one social media site. Facebook is by far the most popular social media site for baby boomers (Colorado University, 2016)
- About 60% of baby boomers spend time reading blogs and online articles as a source of information and intrigue, and about 70% enjoy watching videos about products and services (Forbes, 2017)
- Baby boomers spend 27 hours per week online, which is two hours more per week than those who are between 16 and 34
- Baby Boomers are 19% more likely to share content compared to any other generation (Digital Trends, 2016)
- It might surprise you to learn that 96% of baby boomers use search engines, 95% use email, and 92% shop for products and services online rather than shopping in stores and shopping malls (Forbes, 2017)
- 70% of the disposable income in the U.S. is controlled by Baby Boomers. As Boomers become increasingly social media-savvy, they may become the key to the success of many brands (Nielsen, 2016)

Generation Y (1980–1994)
- Also known as Millennials.
- Characteristics: Style conscious, tech savvy, wealthier at a younger age, independent, socially and environmentally aware, pro-community, multicultural, pro gender equality.
  - 44% favored online communications over talking with a service representative by phone
- Millennials are becoming the biggest generation since baby boomers, and they are a force to be reckoned with when it comes to their spending dollars and the ability to cause major chaos to a brand when their needs aren’t met. Their extremely high standards when it comes to customer service because they were raised on the internet and mobile technology meaning instant communication at any time.
- Brands who do social campaigns that target millennials generally get more involvement online if that campaign includes their participation on social. While huge brands can easily pull this off more so than smaller companies, you have better chances of targeting millennials via social when you “feature” them or make them feel in some way special. For a small company that could be mentioning a customer in a tweet, tagging them in a post or holding a contest for customers. Business is changing with the new wave of consumers.
- When surveyed about how brands can engage them, the top two Millennial answers were by rewarding loyalty with promotions and discounts and by “being authentic” (Segal, 2018)

Generation Z (1995–Present)
- Also known as the Net Generation.
- Characteristics: Internet and technologically savvy, brand conscious, community-minded, multicultural, pro equality.
  - 41% favored online communications over talking with a service representative by phone
- What’s more, it’s reported that Generation Z has $44 billion in buying power. But when you factor in their influence on parent and home purchases, their real spending power is closer to $200 billion.
- They’re acutely aware of environmental, political, and socio-economic problems that societies face today.
- And according to a study by The National Retail Federation and IBM, they’re “more serious about this” than any other generation.
  - For this reason, 55 percent of Gen Z choose brands that are eco-friendly and socially responsible.
- Unsurprisingly, most of Generation Z want to take matters into their own hands. In fact, 72 percent of teens in the United States say they want to start their own business one day.
- Additionally, bond with Generation Z by emphasizing entrepreneurial qualities such as positivity, self-empowerment, determination, and resilience
- Millennials are less forgiving than other generations when it comes to tired old sales tactics and blatant attempts to manipulate customers.
- Growing up with the internet and “fake news” has made them savvy (Law, 2018).

“Omni-channel communication is the conversations between businesses and their customers that flows freely in both directions across multiple channels. The benefits of having multiple channels is obvious. Giving customers multiple options for connecting to a company: by phone, on Twitter & Facebook, through Web chats, e-mail, instant messages, and even text messages means more communication. More communication means more business, which can translate into more sales and higher profits”
87% of customers said their time was the most important factor when dealing with customer service. By responding quickly to customers in the channel of their choice, businesses are showing that they are readily available to answer their questions. This is also removing the potential frustration that customers and leads may experience when trying to contact a business. (2013 Forrester Research Survey)

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London

Bridges

Generational Marketing is defined as the approach to product development, Customer Relations Management (CRM), communication and marketing that recognizes generation as archetypes; a model of which all things are considered of the same type, copy or representation (Hendriske, 2014)

Generation X (1965–1979)

Characteristics: Rebellious, independent, entrepreneurial, anti-establishment, skeptical, ecologically-minded, anti-consumerist, short attention spans, multi-career minded.

39% favored online communications over talking with a service representative by phone

According to AdWeek, 48% of Gen Xers listen to the radio and 62% still read newspapers. In another study via MarketingCharts.com, it was shown that Gen X’s purchase decisions are most influenced by family/friend recommendations, TV ads, email, online reviews and even direct mail.

From music to TV, movies to gaming, major brands have latched on to Generation X’s love for childhood nostalgia in a big way.

A 2014 study by the Journal of Consumer Research found that people spend more money when they’re feeling nostalgic, and marketers are taking this nostalgia to the bank

Baby Boomers (1946–1964)

Characteristics: Experimental, individualist, free-spirited, self-believing, self-fulfillment, self-improvement, rejection or redefinition of traditional values.

60% of people in the 50 – 64 year age group, which is most of the boomer population, are now on at least one social media site. Facebook is by far the most popular social media site for baby boomers (Colorado University, 2016)

About 60% of baby boomers spend time reading blogs and online articles as a source of information and intrigue, and about 70% enjoy watching videos about products and services (Forbes, 2017)

Baby boomers spend 27 hours per week online, which is two hours more per week than those who are between 16 and 34

Baby Boomers are 19% more likely to share content compared to any other generation (Digital Trends, 2016)

It might surprise you to learn that 96% of baby boomers use search engines, 95% use email, and 92% shop for products and services online rather than shopping in stores and shopping malls (Forbes, 2017)

70% of the disposable income in the U.S. is controlled by Baby Boomers. As Boomers become increasingly social media-savvy, they may become the key to the success of many brands (Nielsen, 2016)

Generation Y (1980–1994)

Also known as Millennials.

Characteristics: Style conscious, tech savvy, wealthier at a younger age, independent, socially and environmentally aware, pro-community, multicultural, pro gender equality.

44% favored online communications over talking with a service representative by phone

When surveyed about how brands can engage them, the top two Millennial answers were by rewarding loyalty with promotions and discounts and by “being authentic” (Segal, 2018)

Generation Z (1995–Present)

Also known as the Net Generation.

Characteristics: Internet and technologically savvy, brand conscious, community-minded, multicultural, pro equality.

41% favored online communications over talking with a service representative by phone

What’s more, it’s reported that Generation Z has $44 billion in buying power. But when you factor in their influence on parent and home purchases, their real spending power is closer to $200 billion.

They’re acutely aware of environmental, political, and socio-economic problems that societies face today.

And according to a study by The National Retail Federation and IBM, they’re “more serious about this” than any other generation.

For this reason, 55 percent of Gen Z choose brands that are eco-friendly and socially responsible.

Unsurprisingly, most of Generation Z want to take matters into their own hands. In fact, 72 percent of teens in the United States say they want to start their own business one day.

Additionally, bond with Generation Z by emphasizing entrepreneurial qualities such as positivity, self-empowerment, determination, and resilience

Millennials are less forgiving than other generations when it comes to tired old sales tactics and blatant attempts to manipulate customers.

Growing up with the internet and “fake news” has made them savvy (Law, 2018).