Journal of Behavioral Studies in Business

Marketing to the Generations
Kaylene C. Williams California State University, Stanislaus Robert A. Page Southern Connecticut State University ABSTRACT Each generation has unique expectations, experiences, generational history, lifestyles, values, and demographics that influence their buying behaviors. Accordingly, many companies are reaching out to multi-generational consumers and trying to understand and gain the attention of these diverse buyers. Multi-generational marketing is the practice of appealing to the unique needs and behaviors of individuals within more than one specific generational group, with a generation being a group of individuals born and living about the same time [1]. This means that marketers need to understand the six U.S. generations: Pre-Depression Generation, Depression Generation, Baby Boomers, Generation X, Generation Y, and Generation Z. When a marketer factors in the different characteristics and behaviors of the generations, it should be easier to build relationships, gain trust, and close business. [2, 3] As such, an understanding of multigenerational marketing is very important to the marketer. The purpose of this paper is to describe briefly the U.S. generations in terms of the times in which they grew up as well as the characteristics, lifestyles, and attitudes of the group. However, the primary focus of the paper is to describe various marketing understandings and strategies appropriate to each generation’s characteristics and behaviors, particularly in terms of segmentation, products and services, and communication. Keywords: Multigenerational Marketing, Generations, Baby Boomers, Xers, Gen Y, Generation Z

Marketing to the Generations, Page 1

Generation. gain trust. and communication.Journal of Behavioral Studies in Business INTRODUCTION Not every generation is alike.S. it should be easier to build relationships. their lives began with high expectations. While they are somewhat sedentary. generation or age cohort is a group of persons who travel through life together and experience similar events at a similar age. Generation X. altruistic. historical. 14. Generation Y. lifestyles. each generation is described in terms of how to market to that specific generation with a particular focus on segmentation. and close business [2]. with a generation being a group of individuals born and living about the same time [1]. In fact. Depression. [3] The purpose of this paper is to describe briefly the various U. Veteran Generation. and elevated unemployment rates. products and services.I. [5. lifestyles. and economic environment. engagement in society. THE U. economic strife. and attitudes of the group. miracle medicines. aging. creating ageless multi-generational brands is one of the top ten marketing trends over the next 25 years [4]. the primary focus of the paper is to describe how to create various marketing strategies appropriate to each generation’s characteristics and behaviors. [7. 11. and communication.S. and Generation Z. discretionary time. 12] Table 1 lists information specific to each of these generations. members of the PreDepression Generation are conservative.S. Most were children during the Depression experiencing traumatic times. That is. 9. 18] With regard to effective marketing strategies for the Pre-Depression generation. lifestyles. an understanding of multi-generational marketing is very important to the marketer.e. date of birth. As such. particularly in terms of segmentation. generations indicates that there are six American generations: PreDepression. the most important segmentation variables are health. 7. and attitudes. number of individuals. activity level. 16. 6. and age as of 2010. which were shattered eventually by WWI and WWII. an examination of written materials regarding the U. products and services. Thereafter. However. [13. financial and personal security. MARKETING TO THE PRE-DEPRESSION GENERATION The Pre-Depression Generation (a. political. and attitudes. As much as possible. When a marketer factors in the different characteristics and behaviors of the generations. and gender. Page 2 . GENERATIONS A U. they have adopted young again lifestyles and attitudes. 10. They are concerned about health.a. and launched rockets. generations in terms of the times in which they grew up as well as the characteristics. G. The Pre-Depression Generation has witnessed radical social and technological changes including glistening new schools. Each of these generations is described in essence below with regard to the times in which they grew up and to their characteristics. i. 5] In terms of their characteristics. Baby Boom. 15. 17.k. and WWI Generation) was born before 1930 and are 81 and above as of 2010. and the disposition of valued belongings.S. and become less materialistic as they age. 8. As young adults during WWII. they watch a lot of television and walking is their Marketing to the Generations.. While there is some inconsistency with regard to detail. 8. nor should they be treated by marketers in the same way. Multi-generational marketing is the practice of appealing to the unique needs and behaviors of individuals within more than one specific generational group. they share a common social.

communicating often requires alteration of messages and materials. and soft music. and ethics. [19. Many are still in excellent health and quite active. Marketers can get in touch with this group through their children as well as talking to them at formal social gatherings and recognition events. 11] Important products and services include vacations. commitment. Rather than appealing to their chronological age. AM radio. few use the Internet. and Swing Generation) was born during 1930-1945 and are in the 65-80 age range as of 2010. true. models they can relate to. 17. They are slow to embrace anything new and distrust change. Security rules their thinking. [15. 5] In terms of their characteristics. morals. for example. [19. 24. celebrities. and sacrifice for the common good are appealing to this generation. It is very effective to use action to attract attention while keeping the word count low and reducing extraneous stimuli. 22] MARKETING TO THE DEPRESSION GENERATION The Depression Generation (a. They read newspapers. A marketer must earn their trust as they believe that a person’s word is his or her bond. selfdenial. candlelight dinners. This is increasingly important as men live to be an average of 79 and women 83. Silent Generation.main source of exercise. lifestyles. important products and services are nursing or retirement homes and assisted-living services. that is. teambuilding. Patriotism. saving. but half of those over 80 suffer from a long-term illness. and attitudes. In particular.” Do not depict them as helpless or dependent on someone else. they rely on tried. they feel no need for the information age. Emphasize traditional values such as discipline. The individuals of this generation were small children during the Depression or WWII. 11] . and ads more thoroughly than other generations. and respected institutions. 13. bright pictures.a. 8. but the younger members of this generation are one of the fastest growing groups of Internet users. [20. face-to-face communication and personal service are valued by this generation. Because they are concerned about their health and aging.k. First of all. They also appreciate romantic themes. larger type with clear. hard work. 25. celebration of victory. the Pre-Depression Generation prefers print media for information. and selecting more effective media. For the mature market in general. They are very concerned about the disposition of their valued belongings. newspapers. 11. Traditionalists. The Depression Generation segment also responds to authority. 16. and single-serving size prepared foods. magazines. 26] Given this description. [21. it is good to contact them through professional advisors such as lawyers and financial managers. cognitive age can be used for targeting segments within this group. use themes that stress active lifestyle and that break with stereotypical portrayals of older consumers and “seniors. responsibility. In addition. Conformity seems to be the ticket to success. 12] In terms of communication. As a group. health services. developing more creative content. obedience to authority. They value rationing. and tested ways of doing things. 10. [7. here are some suggestions about how to market more successfully to the Depression Generation segment. They were very patriotic and witnessed America’s emergence as a superpower. it is important to communicate to their cognitive age or the age a person perceives himself or herself to be. [23. 20. conformity. 14] Many have substantial wealth in the form of home equity and savings. and simple language. and financial and social conservatism. Social tranquility and family togetherness are important to the Depression Generation.

• In search results. strollers. and direct mail. nonconfrontational. television.S. They also desire quality and “Made in the U. They are not price sensitive even though they are financially conservative [27]. Use face-toface conversation. Baboo. that is. 20] This generation increasingly is becoming more tech savvy.k.. always clearly repeat the user’s query. Woodstock Generation. toys. [21. make the default size big enough to fit all or most of the information so users do not need to scroll. The Depression Generation appreciates summary information so that they do not waste their time. convenience. Using terms such as “we” and “us” can build a sense of trust. [20. and adult recreation education. magazines. • Present information clearly and in a way that is easy to scan. professional advisors.” products. 22]: • Make the text size at least 12 points by default and offer a button to increase text size for the site. They attend computer classes in nursing homes and recreation centers. MARKETING TO THE BABY BOOMER GENERATION The Baby Boomers (a. Other important product areas include low fat/sugar/salt/cholesterol foods. Information should be easily digestible. Me Generation. Spend extra time listening to their needs. • Use static navigational menus and avoid using moving menus.” They like to be treated as having a badge of distinction and honor which in turn gives them permission to spend their money. car seats. A firm handshake. recreational vehicles. Reach them through traditional media: radio. new cars. e. • Differentiate between text used for lining and text used for headings. and support as key product and service features. Stress simplicity. and the Internet to contact this generation. service. • Make search results visible on the page without scrolling and if you use pop-up windows. recognition and tribute events. marketers still need to be aware of enhancing their shopping experience [27]. second homes. this generation is a major market for upscale children’s furniture. Use formal greetings and salutations such as Sir or Mr. Show your appreciation to them with messages such as “We respect your experience” or “We value your perseverance” or “You earned it. and clothing. they use eBay to downsize. and non-controversial. These traditionalists will be customers for life if you provide a quality product and give them what they want [2]. upright posture. Be sure to consider the following when designing websites for the Depression Generation (Source: Nielsen Norman Group Report “Web Usability for Senior Citizens: 46 Design Guidelines Based on Usability Studies with People Age 65 and Older) [28. direct mail. and ask them how they prefer to be addressed. They were born during the dramatic increase of births between the . ease of use.g. • When graphical elements appear close to a text link. 11.In terms of products and services.A. be consistent throughout the site. 12] In terms of communication. use formal written and face-to-face language with this generation. While this generation has a positive attitude toward shopping. and direct eye contact also work well. formal social events. billboards. travel services. and Sandwich Generation) were born during 1946-1964 and are in the 46-64 age range as of 2010. make those elements part of the working link. • Write for the users. accessibility. telephone. Boomers.a. Love Generation.

end of WWII and 1964. [32. optimism. 33] As a generation. “Your contribution is unique and important to us”. 11. They do not like bureaucracy. mature. In addition. [27] In general. simple facts with which to make a decision. many are caregivers of their aging parents and children. motorcycles. Having a sense of fun. they are focused on anti-aging and breaking the mold of what 50 looks like [37]. expensive restaurant meals. adventure vacations. focus on building value and they will be less price sensitive if they believe they are getting a superior product and good value. Another interesting product area for Boomers is retro marketing and the marketing of music-based tourism and a musician’s hometown roots [45]. and health foods. 13] In terms of their characteristics.” [5. and more living [46. and “Be Here Now. Baby Boomers are very price conscious and the least prestige sensitive. They like things that are relevant to them and appropriate to their life stage. and understanding changing values are important to this generation.e. as are natural and organic foods. service. Golden Years. 35. as Boomers retire. Looking for the fountain of youth and slowing down weight gain are increasingly important. Health is a major concern for this generation. energy. they respond to statements such as “You’re important to our success”. Baby Boomers like information presented in terms of categories and options. family values are very important to this generation. cosmetics (male and female). i. baldness treatments. In accordance. second homes. they want quick fixes that require little change and instant improvement. and having grandchildren. and attitudes. 44]. Personal gratification and public recognition are important to this generation. They are very attracted to new products and technologies that will make their lives easier. and everyday-low-prices. 40. recreational vehicles. 25. Marketers should let them know that they are in charge of their own decisions. retiree. treating everyone differently. maintenance-free homes. 40. 47]. hair coloring. however. 24. many plan to continue working and expand into “active retirement” by re-engineering life. 20. Viagra. marrying. Progresso has launched a new high-fiber soup line [42]. and “We need you. and will not rip them off. marketers should not use these seven words for Boomers: senior citizen. 51] In terms of communication.. [34. it appears that Boomers may actually be permanently altering their shopping behaviors as a consequence of the recent economic downturn [48. 6. 26] With regard to marketing to the Baby Boomer segment. They were indulged youth during an era of community spirited progress. Boomers like options and flexibility. 41. less stress. 19. Also. self-expression. Many are becoming Empty Nesters in that children are leaving home. not age. they are considered more self-centered and suspicious of authority. but give them a cause to fight for and they will give their all. botox. they seem to be moving from larger cities to smaller towns for lower costs of living. Silver Years. 41] Important products and services are plastic surgery.” It is effective to use word-of-mouth communications from trusted advisors and . Boomers have defined themselves by their careers and many are workaholics. and financial advisors. Baby Boomers are a good market for travel. [39. personal chefs. and prime time of life [38]. 36. 49. For example. save them time. [31] Health. Their focus is on “Me” and they feel entitled to a good life. and wellness are major goals for them. aging. 50. [7] This generation is more tech savvy than previous generations. They value location. that is. [30] Family responsibilities are important to Boomers. lifestyles. The Boomers value individualization. that is. While the group may be aging. Another health-related product area revolves around hearing loss due to natural aging and loud music [43. As the Sandwich Generation. For example. they do not want to be reminded of that fact. Boomers have increased discretionary income and time. health clubs and spas. personal trainers. [29] While some have retired.

emotionally meaningful concepts. social networks can be effective as well as blogs. Questions should be answered thoroughly. how they found your site. although Baby Boomers’ general uptake of mobile phone technology is high. use the Internet as a communication vehicle. and e-mail. For example. 22. It is good to take the time to explain how doing business with your organization can give them a competitive or positive advantage. direct mail. Slackers. They are increasingly environmentally conscious and supportive of the green movement and green products and services. the site needs to be rich with relevant information. AOL is testing a social site dedicated to the 50+ audience (i. where they are from.. and joining social networking sites. especially for health information. Baby Bust. For example. [56] They do not believe in . goodlife. They reached adulthood during difficult economic times [55]. e. they want cost savings from green products first followed by environmental benefits as a second payoff [52]. experiencing rising divorce rates and violence. tell them a story.. 10. [27] The characteristics.friends to sell this generation. target organizations with a high percentage of Baby Boomers such as the AARP. They value family first. They date and marry cautiously. life. These latch-key children grew up quickly. and attitudes of Generation X include balancing family. They are highly educated even though they are pessimistic. they could install something like Google Analytics to measure how many people come to the site. 12] MARKETING TO GENERATION X Generation X (a.g. Nintendo donates Wii game consoles to retirement community recreation centers around the U. professional advisors.S. They are likely to be self-employed professionals who embrace free agency over company loyalty. easy to navigate. TV is still a major media route. 24] To the less-traditional Generation X. face-to-face conversation. Realize that more information is better for Baby Boomers. and uses text rather than images. Success for this generation has been less certain. a marketer could hold an open house or a local health fair at their business or practice with food and drinks and give out health information. In addition. For Boomers. words. 11. and that offers easy navigation and larger font sizes. skeptical. On the Internet. multiculturalism and thinking globally have become the norm. They have experienced the increasing impact of personal computers and produced the 1990’s dot. This initial tracking then can serve as a benchmark to compare with future metrics. 5. Use positive. lifestyles. online job sites. they like the convenience and customization of the Internet. In addition. This practice allows seniors to experience the games and make purchasing decisions for themselves and their grandchildren. For example. In addition.k. it is important for marketers to get the most from their web initiatives. With Generation X. Use communication methods such as social and recognition stars. 41] In terms of communicating to Baby Boomers. Boomers prefer open and direct but not controlling body language and communication. [21. and the Latchkey Generation) was born during 1965-1977 and are in the 34-45 age range as of 2010. 28. disillusioned with almost everything. Social gatherings and professional seminars can be used to create word-of-mouth advertising. and work. Given that Internet usage by Boomers is over 70%. nothing is permanent. [54.e. Why Me Generation. However. [7.a. Additionally. and what pages they found to be most useful. They have taken greater responsibility for raising themselves and tend to be less traditional than any other generation. they have a limited use and understanding of functions beyond simple voice calls and SMS [53]. and are very questioning of conventionality.

particularly men. 55. including adding a room onto the house. They account for the largest share of the nation’s parents and many of them were new home buyers caught in the housing bubble [61. They are moving into the middle and latter stages of the coveted 18-49 year old marketing demographic. not team players. they have a reputation of being incredibly disloyal to brands and companies. Xers generally are free agents. Details.” Make good use of group events and word-of-mouth recommendations from their peers. They want products and messages designed uniquely for their tasks and lifestyles. 22] . [6. then you are likely to lose them. 11] In terms of communication. social events. They can be unsure of themselves and often need reassurance that their choices are sound. Give them opportunities to learn. Cable and the Internet are continually luring these customers away. for example. multi-media. 11. They see technology as changing their world and techno literacy is highly valued. 62]. They respond to irreverence in advertising but not always as well to traditional approaches. they think communally and often make decisions together. word-of-mouth. Games and magazines such as Spin. e-mail. They prefer an informal communication style. They like initiatives that will make things more useful and practical. 20. Their tastes are “not Baby Boom. Marketers can help them plan for the future and balance work. and improve. Generation X is not always easy to reach. Xer women are the highest viewers of home improvement media and the most likely to engage in home improvement. 10. traditional network TV is not able to attract this demographic. Generation X wants to hear the features of the product as well as an explanation of why these features are necessary [2]. energy. Be frank and use straightforward facts. “You’re different and we respect that. This group is the most price conscious and has low price sensitivity. But. Treat them like family. You must show them that you know what you are talking about. Interestingly. a challenging environment. and flexibility without long-term commitment. they respond to direct mail. Do not use overly slick marketing pitches as they are skeptical of modern advertising. 55. They are both cynical and sophisticated about products. They demand trust to the extent that if your organization does not follow through once. [27. Emphasize such communication methods as the Internet. use short sound bites to keep their attention. and relationships for advancement like the Boomers did. That is. On the other hand. ads. Services aimed at building relationship may alter this groups’ commodity-based view of the shopping experience. Give them plenty of access to information and educate them into buying. [19. 26] Here are some ideas about how to market to the Generation X segment more successfully. candor. and personal life.e.sacrificing time. Information and technology are important in products and services. i. and children’s products. But. 25. and Maxim are important. 28. keep them in the loop by asking for their feedback and sharing information with them regularly. family. For example. 63. 58. They find advertising utterly transparent in its aim. ask them to volunteer on entrepreneurial projects. 60] Generation X needs to buy products and services to set up households and for young children. 57. to get them to buy something.” Motivate them with statements such as “There aren’t a lot of rules here” or “This is not a formal establishment” or “Do it your way. They like to be kept abreast of the bigger picture. It is effective to approach them more as a consultant rather than a seller. It is very effective to speak their language directly and in a non-threatening way. and peer gatherings. 59. grow. and honesty.. [64. Because they have many needs and greater financial restraints. 21. They are a major force in the market for cars. appliances. and shopping. they often shop at value-oriented retailers. Give them a lot of stimuli.” often blaming the “Me Generation” and the materialism of the Baby Boomers for their difficult times.

71. lifestyles. Net Generation. They grew up in a time of immense and fast-paced change including virtually fullemployment opportunities for women. Encourage them to explore new paths or options. The key words for Gen Y are collaborate. and tattoos. customization. electronic. Gen Y. Nexters. They are children of the original Baby Boomers and their numbers rival that of the Baby Boomers. The portrayal of multiple racial and ethnic individuals in ads aimed at this generation is common. integrity. significant respect for ethnic and cultural diversity including a heightened social awareness. 36. 70. 2. piercings. 72. They want results and are not as concerned with the why of it [2]. 57. Marketers want to attract this group early and earn its loyalty. 26] Marketing to the Generation Y segment can be improved by the following possibilities. lives for today. optimistic. e. 25. speed. Eight key values have been described for Gen Y: choice. However. fitting in. Gen Y cares all about the experience [72]. dual-income households as the standard. co-create. and most are planning for lifelong learning experiences. 73. 41] . and control…mostly. connecting with their peers. They were born into a technological. Gen Y individuals assist in household management and shopping with important preferences and tastes being developed during these teen years. 7] The characteristics. In essence. Ne(x)t Generation. collaboration. Echo Boomers. and social networking.g. Honesty. 68. Gen Y individuals are well grounded and wise for their age. 66] Gen Y individuals are open-minded. Millennials. and iYGeneration) was born during 1977-1994 and are in the 16-33 age range as of 2010. Gen Y reacts strongly to reallife examples.. 11. So. [29. and highly motivated toward their perceptions of success.MARKETING TO GENERATION Y Generation Y (a. They are able to easily grasp new concepts and are very learning oriented. scrutiny. 27. global warming. globalization. uniqueness. with their peers.a. 6. entertainment. [24] They have a greater need for peer acceptance. We Generation. traditional massmarketing approaches do not work well with younger consumers. [65. as a marketer. 69. [19. one-third of the members of this generation are from a minority group and diversity in communications is attractive to them. They are accustomed to a diverse universe where anything seems possible. wide array of family types seen as normal.k.” Feature your organization as an instrument of change. Give them systematic feedback because they value positive reinforcement at accelerated rates compared to previous generations and want more input into all things in which they participate. Gen Wired. They are image-driven and make personal statements with their image. Generation Y is tremendously image driven including electronic decorations. Be sure that they know that your organization’s mission speaks to a purpose greater than the bottom line. they crave challenge. iPod Generation. The teen segment of this generation receives considerable marketing attention and is notoriously selfish. and information appear to be important. connect. and the advent of the “global citizen. First Globals. DotNet. They are self-absorbed and self-reliant with a strong sense of independence and autonomy. single-race ads would seem unnatural to this multi-ethnic generation. and innovation [67]. Why Generation. Many are in college or have entered the work force. embrace diversity. and wireless society with global boundaries becoming more transparent. [5. and spends big. and attitudes of Gen Y include older teens and young adults. they favor the truth and what is real. humor. Efficient multi-tasking helps them be successful. and computers in the home and schools. Appeal to their belief that they can make the future better. goal oriented. Take full advantage of technology and its allure for Gen Y. Their peers often guide product and brand choice. They value and are looking for brands that resonate with their peers.

They expect competitive pricing and might want to negotiate based on your competitor’s advertised price or search results from the Internet [2]. important product areas include apparel. 41. offline. Approach this generation through e-mail and voice mail. this generation is shifting away from the materialism of the Boomers to the search for inner tranquility and deeper meaning from life. Gen Y pays little attention to quality. Marketers need to craft products and pitches that are more realistic keeping in mind that music and fashion are key touch points. Marketers need to use appropriate music. Event sponsorships and electronic media seem to connect with this generation. they watch on their schedule. Generation Y is accustomed to media and TV programs designed for them such as MTV. Teenagers currently spend over $150 B annually for personal consumption. college guides. college and high school newspapers. 27. Maxim. and video games (“advergaming”). room furnishings.e. In addition. windows. must be placed in appropriate magazines and on appropriate Internet sites. websites. Send the messages that stress team spirit. and entertainment. footwear. referrals from people they know influence them [77]. they will get bored and stop coming. It is important to monitor this market for changes in the best .In terms of products and services for Generation Y. They are unlikely to respond to marketing hype. school-based media boards. accessories. Gen Y shops frequently and expects novelty or prestige to be associated with their product choices. “You’ll be working with other bright. Gen Y likes products customized to their unique needs and brand names are important. and influence many additional items like cars. Use language that paints visual pictures and action verbs that challenge. They prefer ads with humor or irony and have an element of truth about them. An effective marketing strategy for this generation is to routinely introduce new products and services.. Big Brother. marketers need to make their campaigns more subtle and more local delivering a message Gen Y can relate to.g. magazines. they are most likely to purchase prestige products. they admire their parents but trust their grandparents even more. They want products and services with a purpose greater than the bottom line. e. It is important to identify triggers for Gen Y and then to use these triggers in the ads. 20. They experience a high degree of shopping enjoyment. Yet. otherwise.. However. not the networks. but use visual communication to motivate them. Gen Y responds well to green living and energyefficient features. Gen Y is a major market for automobiles (approximately 40% of the auto market in 10 years). and mobile banking [74]. A combination of online. and word-of-mouth channels probably are the best choice for reaching Gen Y [76].. creative people” or “You and your team can make this initiative a success. Retailers need to constantly adjust and update their offerings to drive traffic among this active shopper segment that gets bored so easily. direct mail catalogs. companies must continually be more creative with media and promotional themes to capture this audience. action sports equipment. and CSI. Use family events and gatherings as ways to communicate. Use e-mail. Interest in television is less than any other generation. billions more in household shopping. Public relations and creating buzz are important as effective advertising to this group. Use humor to show that you do not take yourself too seriously. they respond to quirky humor and YouTube videos. Word-of-mouth advertising is very important to reach Gen Y. 75] In terms of communication. language. American Idol. and images. If they do watch. and front tables to drive traffic. TV and radio programs. voice-mail.and off-campus events. and sponsored on. They are an immense untapped market for nonprofit organizations and social causes. i. Ads targeting this generation. e.g. Subscribing to a newspaper is unlikely. the Internet.” Stores need to know how often the regulars come into the store so they can update their offerings and change the displays. vacations. [36. Contact them through their parents and grandparents. multi-media.

and the mortgage crisis. 81] In terms of the Internet. valuing the family unit. 87. e-mail. 7. with messages bombarding them from all sides. Some suggestions about marketing strategy for the Generation Z segment follow. pop-ups. With email almost passé. and interacting with friends on social networking sites like Facebook or Twitter [71]. However. 28. In this case. self-controlled. and digital radio. Reach them digitally with websites and microsites/ campaign sites. They continue to experience the spread of "tweendom" including commercial exploitation of young girls (and to a lesser extent boys). pushing a Tween lifestyle heavy on teen aspiration to the cost of the loss of childhood. [85. content partnering. Baby Bloomers. Owning a landline phone is unlikely. 41. they expect an Internet experience to be interactive. They are accustomed to high-tech and multiple information sources. moving content from platform to platform with no restrictions is a must. computer games (console). interactive television (sites and adverts). 92. They believe that they can impact the world and can visualize changing places with someone else and can project possible behaviors. [97. distributors. Generation Z is the newest generation and these individuals are in their early formative years. and attitudes. economic uncertainty. webcasting. although. witness the two Obama girls.ways to communicate to them so that the ad will be memorable to them [77]. about one-quarter of today’s teens check Facebook more than 10 times per day [83]. Their parents marry later and are less likely to get divorced. 21. the marketer has a moral and ethical issue to consider in creating memorable advertising. recession. 89. They have never lived without the Internet. marketers must know exactly how Gen Y individuals use media. and users of content. and more responsible. and Generation XD) was born after 1994 and are less than 16 years old as of 2010. lifestyles. Marketers are increasingly targeting this segment. 86. 84] MARKETING TO GENERATION Z Generation Z (a. [94] They are a global and diverse generation who come from a wider mix of backgrounds with different experiences and ideas. 5. that is.k. For example. [95. sponsorship. the literature increasingly provides evidence that alcohol marketing is directly impacting young people’s drinking behavior. the aftermath of 9/11. [78. short service (SMS). screensavers. Tweens. which media they use. 88. Hence.” Peer acceptance is very important to Generation Z. web marketing (e-cards. and very optimistic. [79. young people often are tagged in terms of the alcohol market. Generation 9/11. 79. 80. CD-ROMs/enhanced CDs/CD cards. This generation is impatient as they were raised in a world of technology and instant gratification. WAP/wireless Internet. 82. Most of them are creators. they need to belong. Marketers go after early loyalty and hefty . social networking sites are important in that they allow them to connect with their peers regarding important issues. and when they use it [82]. 93] Generation Z values authenticity and “realness. Generation Z individuals are the new conservatives embracing traditional beliefs. Content is king for this generation. As a point of interest. They quite possibly are the most imaginative generation and they think more laterally [99]. 98] They are ready to be on mission. For example. Their self-concept is partially determined by the group to which the Tween belongs.a. [91. They value fitting in and connecting with their peers. They face global terrorism. online chat. they prefer instant messaging. 96] Generation Z values security more than ever. a company could reach them through their college newspapers. banner adverts. school violence. 90] In terms of characteristics. confident. texting. desktop toys).

“It’s cool to be smart. that is. Some researchers have predicted that Generation Z will be the unhealthiest and overweight generation. moderate any chat facility and make sure that the brand has done its best to discourage .com. 20. Astonishingly. success as a given. e. television remains the main way that teenagers and Tweens encounter big brands. Tweens have $43 B in spending power and influence an additional $600 B of family spending. Growing up in the paranoid openness of the Information Age. u r gr8. the accelerated pace of cyber-speak has shortened the attention span of Tweens and heightened their awareness of visuals. Another appeal that can be used in advertising is civic service. As a result. 103] In terms of communication. Trends in diversity are likely to continue. [99. the next generation of social and virtual networking sites makes it possible to build online communities that are more like someone’s closest group of friends. this generation has a good understanding of right and wrong. 22. Selena Gomez.g. they have been raised to keep safe and to be especially cautious of strangers. 102. Tweens know that serving others feels good. Tweens do not need parents or teachers to help them gather information. For Tweens..” While technology may provide more access to customized educational materials. Tweens are discerning consumers who think a lot about what they are going to wear.g. Jonas Brothers. Education is valued as a means of gaining security. In addition. Generation Z is influenced by new media. Even though they have grown up in the middle of a national moral meltdown. [21. Haircuts and wardrobe choices are highly influenced areas of style. children are able to recognize brands from the age of about 18 months. Kids love to see and hear other kids doing things. So. as networks such as the Disney Channel capitalize off the hugely popular and female-oriented Hannah Montana.. and the power that comes with technology. virtual friends. The average Tween today has three key characteristics: instant gratification. They also have high levels of competence with technology that has partially fueled the designation of Tweens as the new sweet spot in marketing. 24% of 12-18 year olds use another media most of the time while watching television. car manufacturers are capitalizing on “kidfluence” and now target marketing messages to those aged 6 to14. Marketers should partner with respected online youth brands. with kid influence on items bought for them in the 80-90% range. but teens respond less well to being told what to think or do as they get older [90]. cosmetics. Some 72% of 6-8 year olds and 56% of 9-11 year olds ask their parents to buy things they see in television commercials. 101. and High School Musical franchises in the late 2000s. Today’s Tweens represent the first generation to practice adolescent independence on the Internet.S. Worldpop.. gym memberships and health insurance will be important products and services for this group. [19. Kids now influence more than 70 percent of family food choices. In the U.allowances. Music. fashion. 8-18 year olds spend one quarter of their media time using multiple media. As a marketer. It is primarily the girls in this generation that are marketed towards. 100] With regard to products and services for Generation Z. Realness is a core value of this generation. and video games are important in terms of peer acceptance and fitting in. 11. In addition. They feel that it is a close knit world and have taken global warming and global shopping to heart. Communicate product and service attributes that emphasize peer acceptance and belonging to peer groups. They are the first generation to use Chatspeak in real life. They make purchases themselves. Nearly twothirds of parents say that their children have influenced their vehicle purchasing decisions. and liberal social values. 81] Generation Z will likely continue trends in increased technology use. They are street smart and have considerable marketing savvy. parents and grandparents are buying for their children and they are buying more quality goods. e. Instant access to the Web has bolstered respect for knowledge with 83% of 8-12 year olds saying.

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