I'm a Millennial. And I can say with confidence, that even though my generational brand says I have the attention span of a goldfish, I have enough of it to write this blog đ
So what do these generational labels really mean? How accurate are they? More importantly, how much do they come into play when it comes to your marketing efforts?
Our recent Spring VirCon 2021 session, You Sound Just Like My Motherâ1.21 Gigawatts of Gen Z, which I had the fortunate opportunity to participate in, explored these questions and more, in a multi-generational, multi-disciplinary panel discussion.
In our session, we discussed how the existence and evolution of technology impacts how each generation (Boomers, Gen X, Millennials, and Gen Z) responds to marketing messages and interacts with the world around them.
Because, letâs be honestâstereotypes abound when it comes to the generational continuum. To put some clarity around an otherwise obscure picture, we went deep into these stereotypes to debunk some myths and reveal some helpful, strategic truths.
Myth 1âBoomers are tech averse
When younger generations picture âBaby Boomers,â all too often, they envision their grandparents struggling (or refusing) to use a smart phone. And sure, there are some folks from older generations who will never see the value in adopting the latest and greatest in technology. But not all.
The truth is, a number of Baby Boomers have the disposable income to invest in smart home and high-speed internet technologies. They have even more of a need for support and efficiency, and are, in some cases, just as interested in keeping up with their younger counterparts.
In fact, AARP reports that most smartphone owners between 50 to 59 years old use their phones to check email, get directions, browse the internet and watch the news. And more than half of them use their smartphones to play games and make purchases (Forbes).
They're still buying. They're still connected. So, it's clear they're still a viable target when it comes to digital marketing. So where do you go from here to build synergies with them in a meaningful way?
How to get 'in' with them
- Don't discount themâInclude Baby Boomers in your digital marketing strategies, and spend time fine-tuning your images, interfaces, and messaging to appeal to their experience and interests.
- Long-form is a good thingâWhile Millennials and Gen Z may find quickly changing visual content (think Instagram stories and TikTok videos) most engaging, Baby Boomers are much more likely to take the time to read through your messaging from start to finish.
- Take the time to connectâRelationship building and brand loyalty are key with this group, so spending that time with them will pay off in the end. Methods like email or phone are more conducive to this longer-form communication, so itâs best to save your snappy SMS messages for your younger groups.
- Camaraderie countsâThese are individuals that want to be part of a group for the long-game. They're nostalgic. They're devoted. And they'll join organizations to create long-lasting friendships with others sharing similar interests. Play into the networking and collaborative aspects of your organization whenever possible.
Myth 2âGen Xers are skeptics
In many ways, Gen X is somewhat of a âforgotten middle childâ given the stark contrasts often drawn between Boomers and Millennials.
However, Gen Xers are uniquely positioned as they straddle the line between these two larger groups. These are individuals who often help their Boomer parents use their technologies while raising children with the internet at their fingertips.
And perhaps this intermediary position is why this group has fallen under the prevailing stereotype of skepticism. However, after looking closer at this generalization, what presents as skepticism is actually a by-product of life-long self-sufficiency, and a desire for effective approaches and results.
Gen Xers were the original âlatch-keyâ generation, learning to take care of themselves from an early age. This experience of autonomy drives Gen Xers to find out answers for themselves and determine their own best course of action when it comes to their professional and personal lives.
As it relates to technology, many Gen Xers grew up with early versions of personal computers at home. They have a long-held familiarity with desktops but may juggle a number of devices in their work setting. Whereas their younger counterparts may feel more comfortable operating exclusively from mobile tech.
Gen Xers have seen technological and digital marketing trends come and go. They want to see what really stands the test of time, and shows effectiveness. This group is unlikely to jump on the latest social media bandwagon, but will continue on tried-and-true platforms like Facebook and LinkedIn.
How to get 'in' with them
- Push the flowery stuff asideâLose the fluff, prove your value through your marketing programs, don't discount their experiences, and demonstrate that you mean business.
- Play to their egoâGen Xers make up a substantial portion of the C-Suite within organizations. Recognize and appeal to their expertise, and demonstrate what your organization can do for their teams.
- Proof is in the puddingâFend off that natural skepticism (or self-reliance) by proving the value of what youâre offering through real-world results. This is where testimonials, case studies, and 'meet a member' programs may come into play.
- Be device-mindfulâTake the time to think through all of of the devices theyâre using throughout their dayâmany juggle desktop, laptop, and handheld tech. Be thoughtful about the platforms youâre using and the delivery on each.
Myth 3âMillennials have zero attention span
Weâve all heard it before: Millennials just donât have the attention span to sit through your entire webinar, or read your whole article, or even spend more than two minutes on a given task at a time.
This group has grown up with a whole lot of noise. From traditional TV and radio ads, to the swath of social media, to smart home, to mobile technologiesâMillennials pulse off of all of it.
Social media has been a central part of most Millennialsâ lives since very early ages. So, theyâre adept at consuming news and trends in quick, attention-grabbing headlines. Because Millennials have multi-channel wiring, scanning and honing is their super power.
So yes, they do a lot of jumping around, meaning your message needs to be everywhere in a truly omnichannel, omni-format approach to capture their often divided attention. Think email, social, organic web content, SMS, videos, podcastsâMillennials will "scan-sume" all of these formats to find the answers theyâre looking for.
Like their younger counterparts (Gen Z), Millennials are thorough researchers because theyâve grown up with access to lots and lots of information. When they discover your association across these platforms, theyâll start to dive into your content with more focus, so you have to keep their attention long enough for them to first trust you, and then come back for more.
How to get 'in' with them
- Show upâBe present, stay consistent, and stay interesting across all channels. A single email likely wonât do the trick, but an entire omnichannel campaign around the content of that email might.
- Solve, don't pushâThis generation will see right through anything that feels too âsalesyâ or forced. This is an extremely nurture-worthy group. They want to be wined and dined with thought leadership and different perspectives.
- Given them virtual connectionâMillennials often seek out communities online. Providing a platform where these professionals can learn from their more seasoned counterparts and from one other (especially in the age of remote work) is a great way to keep them sticky with your organization.
- Don't shy away from controversyâGiven their nature to sift through volumes of information, they're more than inclined to take in and reconcile diverse perspectives.
Myth 4âGen Z is "too sensitive"
You might be thinking, âWait a second, I thought Millennials were the youngest members of the workforce!â
Yep they wereâten years ago.
The average Millennial today is in their 30s, with close to a decade of professional experience under their belt. So, scooch over Millennials into your mid-level, 'no longer scraping by' salary position, and starter family.
Enter your fresh-out-of-college, newbie professionalâGen Z. While Millennials might have had to wait until high school to get a flip phone to text their friends, Gen Z was watching cartoons on smartphones as toddlers.
This is the group that came out of the womb, device ready. That readily-available wealth of information has impacted this generation in ways that make them appear to be âoverly sensitive.â
However, taking a deeper look, it's clear that constant access to information often makes Gen Zers feel compelled or even burdened to educate themselves on every possible topic out there.
Knowing a lot about world issues, particularly environmental and social justice concerns, means caring a lot about things. âBurying their heads in the sandâ is simply not an option for Gen Z. They want to be part of movements that matter, and they seek out organizations that contribute to meaningful causes.
Not only are Gen Zers inclined to research topics in great detail like their Millennial counterparts, they have grown to expect content served to them in a way that's curated, searchable, and bite-sized. Think TikTok, Instagram, and other similar platforms.
How to get 'in' with them
- Serve it up in bulkâConsider ways that you can aggregate content that is particularly applicable to Gen Z and serve it to them in e-blast, video, or social media formats. This delivery will capture their attention, lend credibility to your organization, and make Gen Zers feel like youâve really taken the time to get to know them and their interests.
- Dabble in new platformsâThis group knows social media inside and out and are early adopters of new platforms. They're quickly becoming the tech tastemakers for older generations.
- Lean into cause-based programmingâMillennials and Gen Z are the future of the workforce, and both groups expect to see the companies and organizations they support standing up for something. If a commitment to social justice consciousness has just not been on the radar yet for your association, nowâs the time to brainstorm.
- Exercise authenticityâServe them curated content with a lens on social justice, legislation, and policy-making. But do it in the most authentic way. If you're just checking off a box or you're not truly standing behind your tune, you risk losing them entirely.
Myth 5: You have to be an generational expert
Knowing the traits of each generation is interesting, and helpful when designing your marketing approach, particularly when it comes to messaging, content format, and programming. But it's just one piece of a much larger picture in terms of audience segmentation.
To hit your multi-generational mark, start with these generational propensities and crosstab them with each of your data categoriesâdemographic, firmographic, behavioral, transactional, and psychographic.
You'll want to use all of this available data to build personas within your organization so that you're categorizing and communicating with your members and customers, regardless of generation, in a meaningful way.
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