Next Level Group

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…

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!