Generational Marketing: How Each Generation Has Adapted To and Utilizes Technology

It’s common for people to groan when they see articles berating Millennials or making other terrible stereotypical criticisms. However, there’s little doubt that there are natural behavioral tendencies between generations and their relationship to technology.

It’s safe to say that, on average, older generations don’t hesitate to pick up the phone and call someone, while younger folks will jump to a text message. We even have a client who built a text messaging platform for recruiters to communicate with candidates… the times are changing!

Each generation has its distinct characteristics, including how they use technology. With technology rapidly innovating at a breakneck speed, the gap between each generation also impacts how each age group uses various technological platforms to make their life much easier – both in life and at the workplace.

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What is Generational Marketing?

Generational marketing is a marketing approach that uses segmentation based on a cohort of people born within a similar period who share a comparable age and life stage and who were shaped by a particular period (events, trends, and developments) to have specific experiences, attitudes, values, and behaviors. It aims to create a marketing message that appeals to each generation’s unique needs and preferences.

Generations List

Here is a list of the commonly recognized generations and their characteristics:

• The Greatest Generation (GI Generation): Born between 1901 and 1924, they experienced significant historical events such as the Great Depression and World War II. They value face-to-face communication, traditional gender roles, and a strong work ethic. Marketing campaigns should focus on simplicity, reliability, and value.
• The Silent Generation: Born between 1925 and 1945, they grew up during the Great Depression and World War II. They value hard work, loyalty, and traditional values. Marketing campaigns should emphasize quality, durability, and value for money.
• Baby Boomers: Born between 1946 and 1964, Boomers were the pioneers of adopting home computers but may be reluctant about newer technologies. They value security, stability, and simplicity. Marketing campaigns should focus on retirement planning, financial security, and health products.
• Generation X (GenX): Born between 1965 and 1980, GenX primarily uses email and telephone to communicate. They spend more time online and use smartphones for apps, social media, and the internet. They value flexibility and technology. Marketing campaigns should emphasize work-life balance, technology products, and experiential travel.
• Xennials: Born between 1977 and 1983, this micro-generation bridges the gap between Gen X and Millennials. They grew up with technology but were not fully immersed in it from birth. Marketing campaigns should balance traditional and digital media, focusing on authenticity and nostalgia.
• Generation Y (Millennials): Born between 1981 and 1995, GenY primarily utilizes text messaging and social media. They were the first generation to grow up with social media and smartphones. They value personalization, authenticity, and social responsibility. Marketing campaigns should focus on customized products, socially conscious branding, and digital experiences.
• Generation Z (Gen Z or Centennials): Born in 1996 and later, GenZ primarily utilizes handheld communication devices and accessories to communicate, spending significant time on messaging apps. They value convenience, accessibility, and technology. Marketing campaigns should emphasize quick and easy solutions, mobile technology, and social media.
• Generation Alpha: Born in 2010 and later, GenAlpha grew up in a highly connected and technologically advanced world. The youngest generation is expected to be the most diverse, educated, and tech-savvy. Marketing campaigns should focus on engaging, interactive content integrating the latest technologies and platforms.

BrainBoxol developed this infographic detailing each generation’s common behaviors concerning technology adoption and how marketers often speak to that generation. Due to their distinct differences, marketers often utilize generations to target media and channels better as they’re talking to a specific segment.