Friday, February 12, 2010

Generational Marketing

The method of marketing to a specific generation is affecting the way that we promote and sell products and services. We are all a product of our generation. Each generation have their own characterestics, because of this as a marketing target we can usually categorize by generations by the way that we act and speak as well as our belief systems.

There are four popular generational categories that most marketers tend to focus on.

They include:

  1. Millenials or Generation 2001ers, born after 1980
  2. Baby Busters or Generation Xers born between 1965 and 1980
  3. Baby Boomers born between 1946 and 1964
  4. Mature Citizens born between 1909 and 1945

After this all we had an activity in groups. We had to do presentations about all generations. Here is description of all the generation groups:

Favourite Brands:

- Disney/Hannah Montana
- Harry Potter
- McDonald's
- Nintendo
- Nike
- Cheetos
- M&M
- H&M


  • 5 to 8 years old
  • They start to learn about their feelings
  • They start like the opposite sex
Social Trends:

  • High interest in stuff with Hannah Montana
  • The coolest birthday parties

Favourite Brands:

  • Harry Potter
  • Twilight
  • Bratz Dollz
  • Crocs


  • Optimistic
  • Loyalty to friends
  • Emotionally stronger
  • Creation of slang
Self Conception:
  • Aspire to be older than they are

Favourite Brands:
Teens have a lot of favourite brands, here are some examples:

  • D&G
  • Adidas
  • Puma
  • Vans
  • Nivea
  • L'Oreal

Value System:
All teenegers girls are unhappy with themselves. They find something in them what they don't like e.g that they are too fat/too skinny. Girls which have straight hair mostly want have curly hair and girls who have curly hair want straight hair...the same is about the colour.

Favourites Brands:

  • McDonalds
  • TopShop
  • Apple
  • Adidas
  • Nike
  • H&M
  • Vauxhall
  • Subway

  • Education
  • Materialistic
  • Conforming
  • Careers

  • Alcohol
  • Holidays
  • Future employment

Favourite brands:

  • Sainsbury's
  • Marks & Spencer
  • Waitrose
  • BHS's

Value System:

  • Single parent
  • Equality for women at work
  • Self-reliant
  • Independent
  • More women are working
  • Better educated than Baby Boomer

  • Punk
  • Hippies
  • Rock and Roll

They’ll remain employed longer, to keep sharp, earn money, and give back. Due to the changing landscape of economics, labor markets, and what’s important to them, we’ll see them right next to Generation X and the Millennials in the workplace for quite some time.

The Baby Boomers generation is the one that feels the most concerned about price. The brand matters much less. The environment, on the contrary, is very important.

Favourite Brands:

  • Adidas
  • H&M
  • Apple
  • Volkswagen
  • Levi's
  • Diesel

Favourite Brand:

  • Vigor
  • Giorgio Armani
  • Chilis

To succeed in generation marketing you must understand how the motivation of your consumers correlate with the underlying values of their generation. When you know this you are able to customize your message to cater to the generation when it comes to your products and services. You can then present the message with your products, services, and communication to their needs and desires.

1 comment:

  1. I think you have tried to cover too much scope here commenting on each of the generations. You might be better to take one and go into much more depth. I have to disagree with the image depicting Generation X. You need to read a lot more into depth on the research done into each of these generational cohort and provide some of the academic research through the blog