By Ryan Gumb
When developing a marketing strategy, age and generation are factors that need to be taken into account. We’ve all heard terms like “Millennials,” and “Baby Boomers,” thrown around, but what do they actually mean? And how do you figure out which generation that you’re a part of? Well, unfortunately… it’s not so simple. There is a lot of debate over the exact point of time in which one generation transitions into another. However, our behavior and media habits can give us a clearer explanation about which age bracket we truly belong in.
Baby Boomers (1946-1964)
Unlike the other categorized groups, “Baby Boomers”, are consistently defined as people who were born between the years 1946 and 1964. This generation began right after the end of World War 2; Baby Boomers grew up in the midst of the Cold War, the Vietnam War, and experienced the beginning of the civil rights movement. Many consider them to be hard working but old fashioned. Although they make use of traditional media more than any other generation, they tend to love Facebook!
Generation X (1965- Approximately 1979)
Generation Xers are somewhat caught between two different worlds. They are old enough to remember growing up in a time without technology, but young enough to witness the technology boom and its impact on their professional lives. They are typically avid television watchers, and have a stronger grasp on technology and social media than Baby Boomers.
Millennials (Approximately 1980- Late 1990’s)
The years that define Millennials are wildly unclear. Some say that the millennial generation ended in 1994. Others claim that it lasted until 1996 or even 2000. Millennials tend to be greatly misunderstood, and are often mocked for their reliance on technology and their obsession with social justice. Millennials tend to be very technologically savvy, and are proficient in managing social media accounts across various platforms. Although most still watch television, more and more are making the decision to cut the cord on traditional cable and opt for streaming services instead. Impactful events like the 2008 Recession and 9/11 have shaped this generation’s view of the world.
Generation Z (Late 1990’s- Present)
Some argue that Generation Z ended in 2015, while others claim that today’s newborns are still considered Gen Zers. This is a generation that has had access to technology from birth. From playing with their parents’ phones and tablets at an early age, to getting their own mobile devices, Generation Zers have never known a world without technology. They are the largest generation, making up approximately 25% of the population.They are extremely tech savvy, and nearly addicted to the world’s most popular social media platforms. Statistics show that they spend at least three hours a day on mobile devices.
For marketers, understanding the trends of these generations is very important. If we can understand their values and passions, we can deliver more relevant ads in the right places and at the right time.