2. Content
to fit your Audience
Silent
Generation
Baby
Boomers
1930 - 1945
The Traditionalists
Generation
X
1946 - 1960 Approx. 1960 - 1980
The « Forgotten Middle
Child »
Millennials
1980 - 2000
What you need to know about each Generation to adjust your
5. They were born between 1930 – 1945 and they witnessed a world crippled by the
Great Depression.
C o n s u m e r s d u r i n g t h i s t i m e
we r e :
F r u g a l
P a n i c k e d
S i l e n t G e n e r a t i o n
A n d s k e p t i c a l o f a d v e r t i s i n g a s “ b u s i n e s s p r o p a g a n d a ”
7. MORE FOOD ADS
A L T H O U G H B U S I N E S S E S D I D N ’ T W A N T T O S P E N D $ O N A D V E R T I S I N G , T H E R E W E R E
W HAT CONTENT LOOKED LIKE THEN
8. H a r d s h i p a n d L o w I n c o m e d r o v e p e o p l e t o c o n s u m e
More TOBACCO
and Alcohol
S o a d v e r t i s i n g f o r t h e s e i n c r e a s e d .
WHAT CONTENT LOOKED LIKE THEN
9. More ALCOHOL AND TOBACCO ads
This one is actually kind of bizarre
11. T H E S I L E N T G E N E R AT I O N I S N O W I N T H E I R 7 0 s AN D 8 0 s
12. They value respect and concise
messages.
So use better language and avoid the “hype and hustle” (use more testimonials
too)
WHAT YOU SHOULD KNOW
13. They are more conservative with their
money
WHAT YOU SHOULD KNOW
Marketing should therefore emphasize the necessity and practical value of a
product or service
14. DON’T put an ad out that says “you must be lonely...we will help you”.
24. WHAT YOU SHOULD KNOW
Boomers tend to have higher disposable incomes
25. WHAT YOU SHOULD KNOW
Boomers tend to have higher disposable incomes
They will try out more luxury products…
and they are savvy shoppers and consumerist by nature
26. WHAT YOU SHOULD KNOW
Boomers tend to have higher disposable incomes
As a result of their more liberal upbringing, they brand-hop more
They will try out more luxury products…
and they are savvy shoppers and consumerist by nature
31. Advertiserssaw Gen X teensas:
Apathetic
Slackers
Cynical
Disaffected
Alsocalled the Generation
32. GEN ER ATION X AR E N OW IN TH EIR 30’S AN D 40’S
33. AND MARKETERS SHOULD KNOW THAT:
T h e y wa n t t o p r o v i d e f o r t h e i r
f a m i l i e s .
P r o d u c t s t h a t c a n p r o v i d e
l a s t i n g m e m o r i e s a n d c a n b e
h a n d e d d o wn a r e m o s t
a p p e a l i n g .
34. T h e y l i k e t o t a k e c a r e o f
t h e m s e l v e s ( h e a l t h y f o o d s ,
e x e r c i s e , e t c ) a n d t h e y
r e s p o n d t o a d s t h a t t a r g e t
t h i s .
35. T h e y a r e f i n a n c i a l l y
r e s p o n s i b l e , a n d t h e y
p r i o r i t i z e p a y i n g f o r t h e i r
c h i l d r e n ’ s e d u c a t i o n , o w n i n g a
h o m e , s t a r t i n g a b u s i n e s s ,
a n d h a v i n g f i n a n c i a l
i n d e p e n d e n c e .
37. THEY
ARE
CONFIDENT
T H E Y C A R E A B O U T T H E
W O R L D A N D T H E E N V I R O N M E N T
AND
38. THEY ARE
TEC H - SAVVY AN D SOC IALLY C ON N EC TED ON LIN E
39. To l e r a n t a n d a p p r e c i a t i v e o f
DIVERSITY
THEY ARE
40. THEY WANT:
Companies with strong
ethnics…
and marketing that helps
to make the world better
S u b s t a n t i v e c o n t e n t t h a t c a p t u r e s a m o o d a n d e x p e r i e n c e
41. THEY WANT:
from authority figures, influences,
and people they trust.
Companies with strong
ethnics…
and marketing that helps
to make the world better
A u t h e n t i c C o n t e n t f r o m
A U T H O R I T Y F I G U R E S
I N F L U E N C E R S
A N D P E O P L E T H E Y T R U S T.
42. THEY WANT:
Companies with strong
ethnics…
and marketing that helps
to make the world better
C o m p a n i e s wi t h s t r o n g e t h i c s …
43. THEY WANT:
Companies with strong
ethnics…
and marketing that helps
to make the world better
A n d m a r k e t i n g t h a t h e l p s t o m a k e t h e w o r l d b e t t e r .
44. If you thought you nailed marketing for
the Millennial audience…