Leveraging Generational Behaviors to Boost Your Brand’s Reach

Introduction to Generational Marketing

Understanding Different Generations

As the first generation born entirely in the 21st century, Gen Alpha is the first age cohort to be exposed to mobile devices and social media since birth. They’re young, diverse, and expected to be the largest generation yet. Drawn to visual platforms like YouTube, TikTok, and Snapchat, their hunger for short-form video content is notable with parents reporting that 53% watch YouTube videos daily. Despite the minimum age for social media use typically being 13, almost 40% of children aged 8 to 12 engage with these platforms against company regulations. While their collective spending power remains tied to their mainly Millennial parents, it’s clear where their shopping inspiration happens: 

• 25% of Gen Alphas use influencers as their primary source of shopping inspiration

• 55% of Gen Alphas want to buy products if they see their favorite YouTube or Instagram personalities using them

• 60% of Gen Alpha parents say their children watch shopping content (haul and unboxing videos), where they are exposed to new products and brands

Building brand affinity with young consumers is a tricky balance, so ensure your efforts are authentic and family-friendly. These ‘iPad kids’ love to consume interactive content for hours a day—particularly in the form of video game streaming, skincare routines, and ASMR unboxing. Tap into these insights to capture their attention. 

Gen Z is a generation defined by their penchant for authenticity and transparency in all aspects of life and total digital nativism. Making up nearly 21% of the U.S. population, their social media behavior has shifted from actively researching products to discovering them organically while browsing online platforms—with a deep preference for sustainable and ethical brands. Data shows that this generation isn’t afraid to spend, with nearly half reporting they feel ‘wealthy’ and roughly 75% reporting they’d rather feel fulfilled now than save for the future. 

Brands should show up accordingly with marketing that feels authentic to this young but influential group. Consider these statistics:  

• 41% of Gen Zers said that when brands post social content that makes them feel like part of their community, they feel more connected to them.

• Nearly two-thirds of Gen Zers follow influencers, and 50% trust their recommendations more than celebrities.

• 82% of Gen Zers trust brands that use real people in their advertising more and this generation is known to seek out user-generated reviews.

Investing in authentic influencer partnerships, highlight sustainable practices in messaging, and delivering highly personalized experiences are key strategies for targeting Gen Z. 

As a generation that experienced the birth of the Internet, the iPhone, and streaming platforms, Millennials are entirely at home online and offline—and they expect the same from brands. This is reflected in their shopping habits: 

• 75.6% have shopped for groceries online in a 30-day period.

• 85%  have shopped online in the last 12 months, with 82% opting to shop in-store.

Similar to Gen Z, this generation craves personalization, authenticity, and real value from their brand interactions. Video content, particularly short-form formats like TikTok and Instagram Reels, are highly effective in engaging Millennials. They also value social proof and peer reviews, with 59% discovering new products on social media more than any other channel. The top content they consume? Recipes, nostalgia/humor, and beauty tutorials. Brands should focus on creating content that provides value through storytelling or nostalgia and ensure seamless online and offline shopping experiences.

While it has fewer members than the generations that precede it, Generation X households spend the most out of any generation in the U.S. Their social media usage is more traditional than younger ages, discovering products through Facebook and television, and preferring YouTube to TikTok and Instagram. 75% of Gen Xers consider themselves brand loyalists who appreciate brands that return the favor with incentives and loyalty programs. Their shopping habits are also marked by quality and reliability: as they become empty-nesters, they spend more on high-quality, self-care-driven products like gadgets, luggage, vitamins, and fragrances. 

Brands should share informative content highlighting product benefits, emphasize strong privacy and security measures, and balance online and in-store shopping experiences. By focusing on these key trends, brands can build trust and loyalty with Gen X.

It’s no secret that Baby Boomers are primarily active on Facebook, with 34.7 million preferring the platform to stay connected with friends and family and join groups of interest. As the most traditional generation in this article, 60% of Boomers prefer to shop in-store, and 76% are more likely to purchase an item when armed with as much information as possible. (Think: recommendations, online reviews, real-life context, and imagery). 

Social media clearly influences their purchase decisions, so tapping into content categories that resonate with this group is key. Brands should utilize nostalgic, family-oriented, and emotionally resonant content, highlight their heritage and reputation, and ensure outstanding customer service across all touchpoints. 

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