Generational Marketing: How Age Impacts Consumer Behaviour 

With various generations of consumers within a society, generational marketing allows brands to target a specific generation of people based on their upbringing, attitudes and preferences, which is a crucial element of any business activity. It also allows brand to narrow down the similarities and differences among each generation in order to appeal to either just one specific group or a cluster.

Social media preferences  

As compared to the younger generation who grew up with social media in their childhood, it is only normal for the older generation to feel more detached from social media. Therefore, with different generations having their own preferences and habits, there is no one-size-fits-all for marketing today, there must be personalised generational marketing strategies for each age group. For instance, if a brand is looking to promote a product that is targeted more towards older people, they may run their advertisements on Facebook, which consists of a larger pool of users that are older, as compared to say, Instagram.

Generation X 

This group of individuals are not as active on social media platforms like Snapchat and Instagram, but a significant number of them use Facebook and even Twitter. Thus, this suggests that advertisements and brand campaigns on Twitter and Facebook have a higher possibility of reaching them. 

Generation X also takes a greater interest in reading promotional emails as compared to generation Y and Z, so brands may consider doing up high quality blog content to garner their attention and earn their loyalty.

Generation Y  

Generation Y, also known as the millennials, are the primary target audience on most marketing campaigns. With an active presence on various social media platforms, their smartphone and tablet usage also surpass that of Generation X. Hence, the most effective way to appeal to this age group is through video content and user-generated content, since a majority of them take the time to read reviews, blogs and user feedback prior to making a decision. 

Generation Z 

Having grown up alongside technology, it can be said that Generation Z is most accustomed to using social media, so they can be reached via a number of social media channels like Instagram, YouTube, Snapchat or Tumblr! This age group are also more into video content and have a preference for smartphones and tablets over laptops and desktops. Brands may look into creating interactive content such as quizzes and memes to attract this age group.