Generational Branding Made Easy!
If you’re marketing your brand across generations, you have to know the generations.
Generations of people are like personalities — they are specific. For each of these generations, marketing and advertising must be specific to each group but broad enough to reach everyone on some level.
Within the last century, the behavioral gaps between generations are wider than ever. Between the Baby Boomers, Gen Xers, and Millennials, how would any business know how to address the masses?
Consumers have changed drastically — from the people they trust, products they buy, beliefs they live by, and ways they communicate. But there’s a science to Generational Branding that allows you to reach each one individually. So let’s look at the generations in broad strokes.
Who are the Baby Boomers?
- Born between 1946 and 1964
- Often identified with redefining traditional values and being privileged.
- Different from their traditional parents and have lived an experimental life.
- The first wave of Americans growing up with television, Rock N Roll, and organized protest.
Boomers & Technology
- They watch more TV than any other demographic.
- They own laptops, tablets, smartphones and everything in between.
- They spend most of their money online.
- The difference between Boomers and younger generations are that they use social media or other technologies to accomplish tasks and goals.
Marketing to Baby Boomers
- Those marketing to Boomers have made their key pitch that the Boomers are special.
- Avoid aging them by referring to the “good ol’ days.”
- Keep them looking towards the future — they want to feel and act youthful.
- Make the information easy to locate.
Who is Generation X?
- Born between 1965 and 1979
- Core values include: diversity and global thinking, self-reliance, life balance, having a fun and informal attitude, and being technologically literate.
- Resourceful, individualistic, self-reliant, skeptical, fun, informal, and materialistic
Generation X & Technology
- First generation to experience cell phone domination.
- They’re always accessible.
- Xers use television, online video, and they visit more ecommerce sites than anyone else.
- They’ve had to adapt to social media, knowing that withstanding it would only be a disadvantage.
Marketing to Gen X
- Xers are good researchers, using the web extensively.
- They love interactive communication.
- Their intelligent use of Google means that marketers have to put the right bait in their way.
- They are time poor, so if you are not easily visible, you may not even be considered.
- Television is a medium that is well used, but selectively.
- In many ways this group is the most challenging to reach.
Who are Millennials?
- Born between 1980 and 2000
- Oldest are in their early 30s and youngest are approaching the teenage years.
- They’ve never known a world where the Internet doesn’t exist.
- They are the most educated but have the least amount of work experience.
Millennials & Technology
- They do not just use traditional and social media for leisure.
- Both are integral parts of everyday life that cannot be disrupted
- Cell phones have become main form of contact.
- There is a real life and a virtual life that coexist in separate fields in the same time.
Marketing to Millennials
- They trust strangers when it comes to making purchasing decisions and finding professionals services.
- Most research online for customer feedback, wanting to know overall ratings before choosing a doctor.
- They also trust user-generated content over the promises and advertisements of the producer.
- They value personal relationships and are likely to switch brands if they have a negative experience.
All three generations are completely different, yet built upon one another. Each generation expects different things from healthcare so you’ve got to target your message so it speaks to each one — right where they are.
Because when it comes to branding, it’s all about reaching the right people.