The consumer and market demand today is extremely real. Regardless of the consumers’ generation gap, businesses of all sizes must have to compete in terms of producing quality products and services and appeal to their consumers’ preference. If you can’t be savage in actively promoting your business, you’ll be left amassed in a world that requires urgency and commitment to deliver value through consistent service.
What brands do people love in common?
According to research conducted by Morning Consult, Amazon was the most loved brand by all demographics. Why? Because Amazon lives up to their corporate slogan, ‘Earth’s Most Customer-Centric Company’. They stand behind what they sell with their reliable customer support, their search engine is quite reliable (just type in a description of the product you’re looking for and you’ll find pretty accurate results), you get verified reviews from buyers, and they have free shipping for purchases worth $25 and up. That is something convenient and promising, regardless of the consumer’s demographic.
Netflix is another game-changing digital streaming platform that’s well-loved by Gen X to Gen Z. Watching tons of flicks and series on your device now became more convenient. What’s better? They have pricing plan options and there’s no commercials or ads that can disturb you from watching. And then, there’s Google, of course, the most trusted search engine by billions of people around the world.
That’s why a business’ overall branding is the most important factor because it determines if they can create good business-to-consumer relationships and drive them to convert into leads or sales. Otherwise, something might be lacking. Here’s our extensive guide on how to successfully create branding for Baby Boomers, Generation X, Millennials, and Generation Z.
Baby Boomers: The prim and laid-back, broad-minded bunch
Born between 1946 to 1964
Values ethics and morals
Compassionate and respects other people
Splurging and living their best life during their retirement age
During the previous years, marketers have neglected Baby Boomers when advertising products and services because they aren’t the type who would indulge themselves through social media or aren’t techy enough to understand how things work online like SEO. Well, not anymore. Contrary to the belief that Gen X-ers are the oldest market online, you’d be surprised that 82% of the Baby Boomers population spends more time online than on TV, has at least one social media account and has an average of 4 accounts including Facebook and LinkedIn, and half of them preferred watching online videos on YouTube. Baby Boomers spend more time online, you need to seize the opportunity to talk to them.
Today, advertising has been more inclusive by including models aged 50 to 70 which helps change people’s perception that advertising is only meant for anyone but the Baby Boomers. Aside from inclusivity, to create a branding that works for this market segment, remember two things: make it convenient and personalised.
Make it convenient
Baby Boomers may not be at their prime age anymore, but they are smart. So be sure to keep everything as convenient as possible for them. That means:
Making a simple, easy-to-use, and mobile-friendly website
Avoiding grammatical errors, slang, and abbreviations to avoid confusion
Providing accurate information and restraining from using clickbait ads
Make it personalised
Strengthen your brand’s credibility by finding out how you can integrate your products or services into their daily lifestyle, providing helpful information on how they can live their life to the fullest, and great customer service because they appreciate businesses that go well beyond automation: the secret to appealing to them is human touch. Baby Boomers are brand-loyal people who would want to gauge in personal interactions towards brands that resonate with their personal interests because they feel a strong connection towards brands who make them feel important and empowered.
Gen X: The independent and practical consumers
Born between 1965 to 1980
Conservative and traditional generation, grounded by their accustomed principles
Favours economic stability and freedom
Loves discounts, coupons — anything that helps them minimise costs
Although they’re better at catching up online, It’s more challenging to market to Gen X-ers than it is with Baby Boomers. Why? Because it takes more than simple persuasion to win them over, unlike Boomers who are more open to liberating themselves when there are good options available. They’re the toughest generation, in fact. The result of being hit during the Great Recession is pretty much evident: practical savers who would only go after what’s necessary for daily living and working excessively in order to save, save, and save for them and their family’s future.
Gen X-ers are technically “goody-two-shoes”, that’s why they have greater tendencies to place more trust in brands that are ethically and organically produced, shows compassion in what they do, and are transparent with every process that their company undergoes to ensure that they are committed to their advocacy. Unlike Millennials who are easily drawn to trends, Gen X-ers are the type of consumers who would prefer brands that benefit society and the environment.
Make it cost-efficient
Where there are bigger savings, Gen X-ers will be present. Building customer loyalty program and providing online discounts, coupons, or giveaways is a big hit among the X-ers because this help ease the majority of their daily expenses. But of course, keep in mind that the products or services you’ll offer them will also contribute something to make their lives easier because Gen X-ers are practical consumers and they want a value that equates the price they pay.
Show them that you care for them
Even if they’re considered the most hardworking generation, Gen X-ers are also saving up for vacation and leisure. That’s why they also like companies who care to attend to their specific needs and appreciate all their hard work with reward. Showing them that you place extra attention to their personal welfare hits the spot for the X-ers. As they’re also brand-loyal consumers, they might even be one of the devoted customers who’ll render your service for years.
Millennials: Trends-driven and future-thriving group
Advocates acceptance, cultural diversity, and human physical and mental wellness
It’s all about speeding up the process of things by creating better solutions
Anything that’s about technology, trends, value, and innovation — Millennials are the top-of-mind consumers. They’re more excited about the convenience that smart assistants like Google’s Alexa can provide in their homes and are more passionate with augmented and virtual reality unlike any other generation. After all, the golden age of technology erupted during the early 80’s until the early 90’s and Xennials (crossover of Millenials and Gen X) and Millennials were at the forefront.
But what stands out between everything is value. According to Euclid’s 2018 survey, more than of the Millennials feels that it’s important that their values align with brands that they like. In a millennial-led economy that favours technology and convenience, it’s important that brands are constantly evolving towards becoming more authentic and disruptive while providing exceptional products and services that deliver optimal results and creating social impact.
Generation Z: Liberating, experimental and no B.S. generation
Born between 1996 to 2010
Experiment-driven mindset, self-conscious
Flexible and diverse in any kind of skill set
Influence, personal interest, and validation drives them to purchase
By 2020, they’ll possess almost half of the global consumer force that’s why the Gen Zs are the most powerful consumers today. Their purchasing power amounts to $44 billion and can even go as high as $600 billion when considering the influence they have on their parents’ spending.
Gen Zs don’t have basically one platform that they’re active in: they are everywhere. Having short-attention span, they are most likely to indulge in binge-reading on what’s latest and browsing on IG and Snapchat for real-time updates on their favorite celebrities and influencers. Being visually and influence-driven consumers, one of the best ways to successfully create good branding that appeals to these young ones is having an effective visual content marketing strategy and investing in influencer marketing.
Just like the Millennials, Gen Zs also wants their values to be aligned with the brands that they like. Being able to creatively tell your brand’s values and missions help you connect with them but be ready to show strong, physical evidence because Gen Zs are less amplified towards brands that bluff their way just to gain consumer trust.