In today’s marketplace, understanding the unique experiences and needs of specific customers is essential to winning their attention. According to Sender, 71% of consumers feel frustrated when a shopping experience is impersonal. What’s more, 84% of consumers say being treated like a person, not a number, is very important to winning their business.

At their essence, terms like “segmentation,” “personalization,” and “dynamic customization” describe something that all effective communication entails: speaking to your audience in terms that engage them.

In the name of knowing our audiences so that we can better serve them with the messaging, products, and services that fit their needs, this blog will tackle the advertising preferences of different demographics.

Advertising Across Age Groups

Baby Boomers (Born 1946-1964, Age 60-78)

Baby Boomers continue to represent a key consumer bloc with valuable purchasing power. According to eMarketer, 63% of Boomers report having a credit card and 30% fall in a high-income group.

Notably, 53.8% of the demographic (36.4 million people) will use social networks this year. In fact, 10.8 million consumers 65 and older will make a purchase via social media. Facebook remains the most popular platform, but TikTok and Instagram are growing in popularity. Despite this, only 10% of Boomers see themselves represented in advertising according to GWI.

Marketing Strategies for Baby Boomers

• Traditional TV Ads: Boomers still watch a significant amount of linear TV.

• Print Ads: They are more likely to engage with physical newspapers and magazines.

• Facebook Video Ads: We recommend creating video ads that explain concepts in detail to align with the needs of this generation.

• Messaging: Deliver clear, honest messaging; include detailed product information; avoid slang or terms like “old.”

Gen X (Born 1965-1980, Age 44-59)

Gen X straddles the divide between digitally native and non-native generations. They currently make up 31% of the total U.S. income. More than 88% of Gen Xers own a smartphone (57.9 million people).

According to Aki Technologies, Gen Xers are most receptive to smartphone ads while watching TV (57%) or in bed (51%). They are also uniquely receptive to ads while shopping in-store (37%) or running errands (39%).

Marketing Strategies for Gen X

• DOOH Campaigns: Serving dynamically optimized content in public spaces via digital-out-of-home campaigns.

• Email Marketing: Focus on highly visual emails or short product testimonial videos.

• Targeted Video: Over 45 million Gen Xers consume digital video regularly.

• Messaging: Include customer testimonials to foster security; use eye-catching visuals for users on the go.

Millennials (Born 1981-1996, Age 28-43)

Millennials are the largest and most educated generation, with 39% holding a bachelor’s degree or higher. Around 94% use social media regularly, and 87% are willing to purchase products with a social or environmental benefit.

Because 77% of Millennials feel the economy has impacted their ability to save, they are cost-conscious and tend towards experience-based purchases. They also value personalization: 85% are more likely to purchase if the experience is customized to their interests.

Marketing Strategies for Millennials

• Cause-Marketing: Showcase brand commitment to social and environmental issues.

• Experience-Driven Content: Use behind-the-scenes content or community-driven challenges.

• UGC and Transparency: Test User-Generated Content (UGC) and feature real customer testimonials.

Gen Z (Born 1997-2012, Age 12-27)

Gen Z represents 20% of the US population with $360 million in purchasing power. They are the most digitally savvy, prioritizing social causes like mental health (53%) and environmental equity (47%).

Gen Z attention spans are shorter than other groups; it takes just 1.3 seconds for them to lose active attention for an ad. Snapchat and TikTok are their primary platforms, highlighting the power of short-form video.

Marketing Strategies for Gen Z

• Short-Form Video: Create dynamic, visually appealing content that captures attention in under 2 seconds.

• Interactive Features: Use polls, quizzes, and branded hashtags to facilitate two-way communication.

• Influencer Collaborations: Partner with influencers whose lifestyles align authentically with your brand values.

Takeaways

Navigating the diverse landscape of consumer demographics demands a deep understanding of each generation's unique preferences. By aligning advertising strategies with the values and technological fluency of each demographic, brands can enhance engagement and drive conversions effectively.

Ready to transform your marketing approach? Request a Demo today to see how our tailored creatives can amplify your reach.