Bridging the Generation Gap
Thursday, July 7, 2011 at 11:57AM Although it’s hard to admit at times, we are all a product of our generation. Between the similarities and the differences, the ability to market effectively to different age groups is no easy task. Oftentimes marketing strategies that work for one segment of the population may fall flat with another. This type of disconnect is caused by a generation gap – or a separation in ways of thinking.
To succeed in generational marketing, you must understand how the motivation of your consumer correlates with the values they grew up with. Successful marketers carefully custom tailor the message of their product or service in a way that attracts each group in a specific way. If you look at some of the most successful companies today, for example Apple, Starbucks, and Southwest Airlines, they have one thing in common: their ability to market to all generations. This skill sets them apart from other companies, and while they are geared towards reaching a specific target market, they are still relatable to all generations.
In the United States, generations are often broken up into four categories: Greatest Generation, Baby Boomers, Generation X and Generation Y. Read on to learn more about these generations and how to leverage your product and service by bridging the generation gap.
Greatest Generation:
Who to look for: The sweet old ladies, the kind old gentlemen and Betty White
Characteristics: Born between 1920 and 1945, this generation experienced difficulties growing up during the Great Depression and World War II. Collectively responsible for rebuilding the economy post WW2, this generation knows the true definition of “hard work”.
Marketing Style: Making up roughly 12-15% of the total Internet population, this generation has the general understanding of the World Wide Web, however they gravitate more towards tangible marketing, such as a newspaper, magazine or even a billboard. They like to have the ability engage in their purchases/investment multiple times.
Helpful Tip: One valuable tactic to use is direct messages. This generation does not like to read flowery language, but including as much information possible is key. Having more time on their hands than the average 20-year-old, this generation likes to have as much information available at the time of purchase.
Key Figures: J.D. Salinger, Walter Cronkit, Maya Angelou, John F. Kennedy and Phil Knight
Baby Boomers:
Who to look for: You, your spouse, your parents, and the Jones’ down the block with the new Audi.
Characteristics: Born between 1946 and 1964, this generation grew up during the post World War II prosperity. As a generation, they were the healthiest and wealthiest on record. They were around for the birth of television, billboards, and the huge shift in commercial advertising
Marketing Style: Usually considered to be “bigger spenders," Baby Boomers make up 1/3 of the Internet population and are comfortable embracing new technological advancements, such as online shopping and social media. Twitter is a huge untapped outlet for reaching Boomers, who increased utilization 469% during 2009.
Helpful Tip: Keep in mind that this generation, people over 50, still have dreams and goals. Today, many marketers exclude this generation in their marketing efforts. Word to the wise, don’t forget about the Baby Boomers, they often have the money to spend on new investments, technology and advancements. On another note, never make this group appear older than they are, focus on marketing to how they feel by remembering that age is relative.
Key Figures: Bill Gates, Oprah Winfrey, Steve Jobs and Bill Clinton
Generation X:
Who to look for: You, your spouse, your children, or that wired workaholic that was behind you at Starbucks this morning. 
Characteristics: Born between 1965 and 1980, this generation experienced the threat of the Cold War and often grew up having two working parents. Also known as “latch-key kids”, Generation X saw the rise of advancements like TV programming, product placement and Internet.
Marketing Style: This diverse group of individuals is educated and success driven. Since time is a rare concept for this busy generation to grasp, offering one-stop-shops, incentives, and time saving products will appeal most to them. With more than 80% of X’ers are actively involved in Facebook, YouTube and other social media sites.
Helpful Tip: The challenge for today's marketer is to develop specific strategies to appeal to Generation X while recognizing the extreme diversity (cultural, attitudinal, economic) within the generation. One key tactic for this media and technology savvy group is custom filtering your product/service through social media outlets. Instead of them finding you, you come to them.
Key Figures: Barack Obama, Angelina Jolie, Julian Assange and our very own, Brad and Sara Greene
Generation Y:
Who to look for: You, your children, your children’s friends and Justin Bieber
Characteristics: Born between 1980 and 2015, this generation is known for their increased use and knowledge with communications, media and digital technologies. They are used to having immediate access to information and are comfortable using a variety of different mediums to obtain it.
Marketing Style: Their desire for instant gratification is powered by impulse shopping at the mall or perimeter shopping at the grocery store. Promotions, quick sales and visually oriented marketing draws this generation’s attention.
Helpful Tip: Success lies within innovative, original and up-to-date presentations. Marketers have to constantly be creating dynamic content and clever viral campaigns to create an impact on this generation. Use the power of celebrity figures, street teams and keep up with the current trends to bring to life this generation’s passions. Success will soon follow.
Key Figures: Mark Zuckerburg, Mary Kate & Ashley Olsen, Lebron James
Well there you have it, whether you want to reach Betty White or The Jonas Brothers, keep in mind these key breakdowns of the four generations. It is important to understand their differences and similarities for future success in bridging the gap.
We leave you with these last words of wisdom and inspiration by Mark Twain: “Age is an issue of mind over matter. If you don't mind, it doesn't matter.”
