Where are the Baby Boomers, Generation X, Millennials and Generation Z hiding and how to reach them in sales?
Anyone even remotely involved in market trading knows that the approach to selling to one generation is vastly different from the approach to selling to another. A generation that grew up with books in hand cannot be expected to have the same interests as one that grew up with mobile phones. Therefore, the key to resisting opening up your sales to different generations is to understand their unique needs and wants.
Let’s start with the Baby Boomers, born between 1946 and 1964. They are less technically literate and prefer face-to-face communication. If you are planning a sales activity, you should not ignore their purchasing power. Offline marketing strategies, such as TV or radio commercials, direct marketing, or even newspapers and magazines, work best with this generation. When it comes to social networks, we can most often find them on Facebook. It is a network that offers them the opportunity to connect with relatives and friends, stay informed about current affairs and share personal stories. When targeting, it’s important to use clear and articulate language, without a lot of jargon or novelty that they might be unfamiliar with.
Generation X, born between 1965 and 1980, are technologically literate and value practicality. They have high purchasing power and represent an extremely attractive target group. For them, you need to create content that is directly related to the products or services you offer, without being too “salesy”. They appreciate honesty and messages that are straight to the point. They are the classic Facebook generation but have also embraced other social networks such as Instagram and Twitter. For them, writing relevant, informative and creative content is key to getting attention.
Generation Y, or ‘Millennials‘, born between 1981 and 1996, are the ‘gatekeeping’ generation for social networks. They have fully embraced Facebook, but are also indicative of the rise in popularity of Instagram, Twitter, as well as Snapchat, and more recently, Tik Tok. Millennials are the most technologically advanced and educated of all generations. This generation prefers online shopping, but not only that – they want an intuitive and simple experience. To approach sales to this generation, it is important to have well-developed digital platforms, quality and informative content, and to be constantly present on social media.
Generation Z, the youngest generation, born between 1996 and 2010, are digital hosts. This generation loves fun, fast-paced content. To attract this generation, your brand needs to be trendy, fun and interactive. Social media is key to reaching this generation, especially platforms like TikTok and Instagram.
Tailoring your sales strategy for each of these generations takes time, understanding and flexibility. But don’t forget, each generation has its own unique values and expectations.
Only by adequately understanding and adapting our communication style can we successfully navigate the changing consumer waters. As always, the best marketing strategies are based on empathy and understanding of our customers, and nothing can replace a deep understanding of our consumers. Understanding the generations is the foundation for building long-term, loyal relationships.