Last week, we looked at the Traditionalist and Baby Boomer Generations and what was important to them. Keep these differences in mind when marketing to each group. For example, Youthfulness is important to Baby Boomers. With this in mind, think of all the commercials you see that target the 50+ age group with health and beauty products, surgical and non-surgical procedures and diets…
And now, the next two groups of the consumer buying population:
Generation X (born 1964-1978)
This generation’s core values are:
A. Independence
B. Competence
C. Results-driven
D. Work/life balance
E. Wants someone to “get to the point!”
F. Can also be flexible and adaptive
In addition:
1. They are deadline and goal oriented
2. Appreciates feedback
3. They like to have fun at their job and other activities
4. They like up-to-date tools
5. They choose a career for personal interest
6. They want to be trusted
7. They want to be shown respect
Millennial’s (born 1978-2000)
This generation’s core values are:
A. Confidence
B. Collaboration
C. Talent
D. Optimism
E. Civic-mindedness
F. Innovation
G. Learning new skills
In addition:
1. They place great emphasis on new skills
2. They love diversity (lots of different perspectives)
3. Likes to be mentored and coached
4. Their work needs to have meaning
5. Wants expectations made clear
6. They need immediate feedback and ask for input
7. They want others to be flexible
8. They must have up-to-date tools (technology)
9. They like situations that are more informal
10. They want information on demand
11. They love a challenge
12. They want to be shown respect
I hope you noticed that one of the things that is important to each generation is that, “They want to be shown respect.” More later…