Marketing Across Generations: Why Understanding Each Generation Still Matters

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The current workplace is comprised of five different generations, each with its own unique set of ideas, communication styles, and preferences. While this age diversity in the office helps bring different skills and perspectives, it comes with challenges.

What’s effective sales and marketing for one generation will most likely fall flat for another. You won’t be able to catch the attention of an executive from the baby boomer generation the same way as you would a millennial manager. To reach each generation, you need to tailor your sales and marketing accordingly.

Here is a breakdown of the five generations and their preferences.

Generations & Their Marketing Preferences

The Silent Generation (Born 1928-1945)

The Silent Generation is the smallest generation in the United States, making up just 10% of the population and 2% of the workforce. They are known for their strong work ethic and loyalty to their employers. They prefer traditional forms of media, such as newspapers and television.

Marketing Tip: When marketing to this generation, it’s important to be respectful and use straightforward language.

Communication Preference: Mail, Television Ads

Baby Boomers (Born 1946-1964)

Baby Boomers are the largest generation in the United States, making up 26% of the population and 25% of the workforce. They are known for their optimism and their focus on family and community. Boomers look for products and services that are high quality and companies that can demonstrate proof.

Marketing Tip: When marketing to this generation, it’s important to be positive and focus on the benefits of your product or service.

Communication Preference: Phone, Email

Generation X (Born 1965-1980)

Generation X is the middle generation in the United States, making up 21% of the population. They are known for their independence and their focus on work-life balance. They are also the most likely generation to want to see things in person.

Marketing Tip: When marketing to this generation, it’s important to be authentic and focus on the value of your product or service.

Communication Preference: Phone, Email

Millennials (1981-1996)

Millennials are the largest generation in the workforce, making up 35% of the population. They are known for their tech-savviness and their focus on social justice. They communicate primarily using mobile devices and social media and prefer to evaluate things remotely rather than in person.

Marketing Tip: When marketing to this generation, it’s important to be creative and use visuals to engage them, especially on websites.

Communication Preference: Email, Text Messaging

Generation Z (1997-2012)

Generation Z is the youngest generation in the United States, making up 9% of the population. They are known for their digital native status and their focus on experiences. They are also the generation most likely to use video and voice search.

Marketing Tip: When marketing to this generation, it’s important to be relevant and use interactive content to engage them.

Communication Preference: Social Media, Text Messaging

Reaching Each Generation

By understanding the needs and wants of each generation, you can use this to create better client personas and understand which communication channels will be most effective for whom.

Looking to create effective marketing campaigns across generations? Our team of marketing pros is here to help. Tell us your goals, and we’ll work with you to create a customized marketing strategy to engage your target audience and multiply your results. Contact us to get started.