One of the most important things to consider when marketing your merchandise or service is your target audience’s age group. For example, if you have a business that converts a standard bathtub into one that is a walk-in, your audience will not be 20 or 30-somethings. However, you may market directly to an audience that is more mature or their children (possibly in their 40’s and 50’s) who may share this information with an elderly parent.
Below you will find two generations that are more mature in age:
Traditionalist (Born prior to 1946)
This generation’s core values are:
A. Loyalty
B. Dedication
C. Sacrifice
D. Respecter of Authority
E. Compliance
F. Hard-working
G. Thriftiness and savings
In addition:
1. Likes “that personal touch”
2. They place an emphasis on security
3. Gentle change is best for them
4. Age = Authority
5. Approaches new ideas with caution
6. They want to be shown respect
Baby Boomer Generation (Born 1946-1964)
This generation’s core values are:
A. Personal growth
B. Youthfulness
C. Equality
D. Competition
E. Reform
F. Status
G. Accomplishment
H. Political correctness
I. Ambition
In addition:
1. Wants to know what you think
2. Likes to follow the crowd
3. Began the “politically correct” movement
4. Within a marriage, both spouses generally work(ed)
5. They like recognition
6. They want to be shown respect
In my next posting, we will look at the core value of Generation X and the Millennial’s (or Gen. Y). Stay tuned!