From Mad Men to Memes: How Different Generations Have Shaped the Marketing Landscape
[3 Minute Read]
In an ever-expanding universe of messaging and promotion, we already know that your audience is at the center. But what if your audience spans across multiple generations, each defined by its own core values, experiences, and technological familiarity?
Being part of a particular generation significantly influences how consumers respond to advertising and how marketing agencies react. Shaped by the major events, technologies, and societal norms of their formative years, knowing these distinctions can create campaigns that really resonate deeply. These differences influence not only what people buy-- but also WHY they buy. Let’s look at them a little more closely… Who the heck are these people?
Boomers (1946–1964): This generation grew up in the post-war boom of economic prosperity, emphasizing achievement, quality, and stability. The appeal to Boomers happens through a sense of nostalgia and reliability, crafting campaigns that remind them of the “good old days” while reinforcing trust.
Gen X (1965–1980): Often called the “latchkey generation,” or the “invisible generation,” Gen X values independence and authenticity. They’re naturally skeptical of flashy advertising and respond best to straightforward, no-frills campaigns that deliver clear value. They are also eternally grateful their feral upbringing that yielded little to no video evidence.
Millennials (1981–1996): Shaped by the rise of the internet, economic instability, and an increasing emphasis on social responsibility, this group often prioritizes experiences and personalization. Marketers who focus on causes, inclusivity, and meaningful storytelling to capture their attention is where it’s at for these folks. They are selfie royalty.
Gen Z (1997–2012): As digital natives, Gen Z demands transparency and diversity. They gravitate toward brands that use social platforms to effectively and creatively promote relatable, visual-driven content that feels authentic and inclusive, but also a healthy dose of celebrity influence.
However, it’s not enough just to understand the broad strokes or stereotypes of who these generations are, but also how their engagement with technology has steered their preferred methods of communication—and advertising channels. For example:
Older Generations: The Silent Generation and Boomers favor traditional advertising like TV, print, and radio. These mediums feel familiar and trustworthy. Think Walter Cronkite… and you’ve got the idea.
Gen X and Millennials: Having bridged the transition from analog to digital, these generations respond well to a mix of email, websites, and social media. They are the literal “Middle Child” and the last to know the world pre-internet.
Gen Z and Alpha: Immersed entirely in digital media, these generations thrive on platforms like TikTok, Instagram, and YouTube. They expect interactive, immersive, and real-time engagements that align with their on-the-go lifestyles, and no one is better at producing this type of content than these guys.
New Challenges for Marketing Agencies:
Generational divides present a significant challenge for advertisers. Campaigns must balance:
Modernity and tradition: Brands must embrace cutting-edge technology for younger generations while retaining personal touches that appeal to older groups.
Emotional connections vs. data-driven content: The challenge here lies in crafting messages that feel both personal and relevant.
Content length and format: Short-form digital content resonates with younger generations, while older groups prefer detailed, more in-depth engagement.
Other than Specificity, Why it All Matters:
Understanding how generations shape consumer behavior enables marketers s to craft campaigns that are not only effective but also meaningful (Check out an earlier Blog about Empathy). By respecting generational nuances, advertisers can build trust, loyalty, and genuine connections across diverse age groups.
This is where marketing transcends sales, becoming an invisible bridge between people. By speaking each generation’s unique language, it fosters shared understanding and unites communities. If you are trying to reach a particular generation or across the spectrum, at Valkyrie Media Group we’d like to join you!
