What’s the difference between Advertising for Generations X, Y and Z
Advertising requires lots of money. However, it brings, even more, that’s why it has always considered being an extremely beneficial business. Scientists and researchers have come up with plenty of marketing strategies that are based on what you want to advertise and where you want to conduct this advertising campaign, taking into account the means of advertising and the target audience. However, there is one more factor that should be considered but is often forgotten about: the generation which your target audience belongs to.
Remember the saying “as easy, as A, B, C“? I guess, this saying has to have its continuation: “as complicated, as X, Y, Z“. the reason for this is that these are three main generations’ layers that are most difficult to advertise for. Their requirements are too diverse and various, that’s why, if you need to promote your product for three generations at once, you’re in big trouble. Let’s take a look at three generations’ cohorts that together make the largest number of consumers and try finding things that are common for them and can be used for successful advertising.
Generation X is a generation with the highest skepticism rate. They are sometimes referred to as to a “lost generation“, though they mostly haven’t participated in a war. This generation has experienced the highest divorce rate and is eager to avoid broken homes. They are always busy and in a hurry, always concerned about their kids, houses, pets, etc. Surprisingly, they are also active users of social networks: they are big fans of Facebook and even MySpace. What’s more, despite their skepticism, they got used to trusting social networks entirely and completely. That’s why, if the biggest part of your target audience consists of Generation X’s representatives, you should pay your attention to involving social networks in your advertising campaign. Generation X likes products to be tested and approved beforehand, that’s why try to convince your potential clients that your production is definitely worth their trust.
Generation Y (Millennials)
These people are focused on technologies that are firmly implied in their lives. They promote these technologies as much as they can. Millennials think the newer, the better. They are rationalists and appreciate diversity and precise data based on careful research. That’s why some simple and traditional marketing and sales pitches won’t work with them. These people are loyal to brands, that’s why your brand awareness will work here for sure. In order to conduct a successful advertising campaign for Generation Y, you need to refer to your brand as one of the highest quality. A widely-recognized logo is crucial in this situation. Your best option is to convince people that your brand meets their requirements completely and therefore appeal to the rational part of their brain: if I buy it, I will benefit from it.
1995 – 2009
This generation comes after Millennials. If Millennials grew up along with technologies and still remember their childhood without the Internet or mobile phones, Generation Z cannot even imagine that such life used to exist. They say that the American Dream was recreated again with the birth of the first Generation Z representative. The reason is that these people don’t believe in it anymore. They are risk-takers, idealists and tend to become much better employees. That’s why, when advertising for this generation, make sure you endorse your product using innovative techniques. Also, don’t forget that Generation Z is restless and is always moving rapidly, running and keeps being in a hurry. Make sure the advertising campaign reflects these basic principles of Generation Z’s lives.