Marketing to Gen X, Y and Z

Fame, Fortune, and Flexibility...these are the new goals that are strived for by the X and Y generations. The old goals (2.2 kids, house, career, cars) that were important to Baby Boomers and their parents are an afterthought to the younger generations.

How to market to the younger generations was the topic at a recent Madison AdFed meeting. Malissa Lavigne, director of Marketing for the Intelligence Group in New York was the presenter. She provided some insight into what makes the Gen X and Gen Y tick.

Gen X numbers are small, so they feel ignored by society…

Gen X (1965 – 1977) has about 40 million members. “They were the first group of children to experience broken families,” said Lavigne. Fifty percent of their parents got divorced. They grew up in a throwaway society with no recycling or concerns for the environment. They saw world problems like Aids, ozone alerts and recession. They are angry, pessimistic and won’t sell out to corporate America. Gen X numbers are small, so they feel ignored by society and are individualistic. They were the first bloggers!

Gen Y (1978 – 1996) is about 75 million strong. These were the sons and daughters of the Baby Boomers. They were doted on by parents and corporations. As a group they are optimistic, happy and group oriented. They participated in team sports and became very group oriented. As individuals they want to be different, but “just like their friends,” says Lavigne. “Gen Y wants what they want, when they want and how they want.” Products must have multiple functions and added value. They grew up with computers and are the CTO (Chief Technical Officer) of every household.

Gen Z (1996 to present) is projected to be 46 million. They are growing up in a world of decay and terrorism. They have a sense of realism. Over fifty percent of the tweeners consider the environment the most important issue. Moms are doing things to make these kids better…not just smart, but gifted…not just talented, but multi-talented.

One of the trends Lavigne pointed out is the Creative Class. Corporate culture is leaning towards more creativity. “With the over abundance of products and services, nothing is really different,” she said. She recommended showcasing your creative process. These generations want to see how it’s done. Event marketing helps them connect with other people. Viral marketing or “word of mouse” can reach these generations faster than ever.

Creative tactics that worked five years ago may not be effective with today’s shifting demographics. Marketers need to learn how to design for one to one personalization utilizing variable data imaging and digital media options. Personalized messaging through multiple channels will be the wave of the future.