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Aug
2018
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How do you market to Generation X, Y and Z

How do you market to Generation X, Y and Z?

There is so much marketing jargon these days about understanding how to market to different generations. Why is this important? Well, as a broad rule, generations tend to form similar habits and patterns. If we are looking at selling to a person that is 40 years old today, we should try to learn about the generation in which they grew up. On the other hand, if want to market to someone who will be 40 years old in say 10 years time, then I should be looking at the behaviour of a 30-year-old. This may not be as confusing as you think, once you know a little about each generation. We have to go way back to get a better understanding.

The silent or traditionalist generation was born before 1945, are generally over the age of 70 at the time of writing, and tend to be change-averse, craving security and safety around their activities and decision-making. A good way to market to this generation is to be uncomplicated and sincere in your offers.

The baby boomer generation was born 1945 to 1964, are now between the ages of 50 to 70 and have grown up in a prosperous time, making them socially aware and feeling forever young. They want to know how good your product, service or brand is, what the value is and why they should buy it from you. In other words, they want to know, “what’s in it for me?” The best way to market to this generation is to be informative and sell them what is different about you, your value and expertise. Show and don’t tell!

How do you market to Generation X, Y and Z 2

Gen X

The well-educated Gen X generation was born between 1965 and 1976 and are between the ages of 40 and 50.
Being socially and academically better educated than the baby boomers, Gen X are practical and cautious. Be honest and keep giving this group the information they need to make their informed decision. Be generous with information about your brand and business, so make sure your social media is up to date, as Gen X emphasise community.

Gen Y

The Gen Y generation, also known as millennials, were born between 1977 and 1995, being between the ages of 30 and 40. This generation has caught the wave of the technology boom and social and racial changes, and has experienced major economic swings. They want to be autonomous and independent and are quick to block out information they are not interested in. Gen Y is well entrenched in technology, surfing the net and watching videos daily. To attract their attention, feed them knowledge about why you are real and why you exist and let them become part of your story.

Gen Z

The Gen Z generation or the Centennials were born after 1996, making them around 20 years of age or younger. They are living in a world of information and diversity. Technology is allowing them to achieve and go where they want even faster than previous generations. Selling to this group … well, it’s pretty new, so we have to patiently learn over time.

So what should you do with this information? Take the time to think about the generation to which you typically sell your products and services, what your brand stands for and how you can get your message out clearly.


This article was published in the August 2018 issue of Flowers magazine, an award-winning Australian publication focusing on the whole of the flower supply chain from breeders to retailers.

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