Marketing Across Generations: The Common Thread is Social Impact
Marketing to different generations can be challenging, as each generation has unique values, preferences, and communication styles. In today’s digital age, it’s more important than ever for businesses to tailor their marketing strategies to reach each generation effectively. With Gen Z and Millennials being two of the most critical generations for businesses to reach now, we will focus on tips to reach these two groups with your message effectively.
Marketing to Gen Z (Born 1997-2012)
Gen Z is a generation that has grown up with the internet and social media. They are known for being tech-savvy, having an entrepreneurial mindset, and expressing commitment to social causes. These individuals will likely be socially and politically active and value diversity and inclusion.
Here are some tips for marketing to Gen Z:
- Create content that is visually appealing and mobile-friendly. Gen Z spends a lot of time on their smartphones and prefers short-form video content over long-form written content.
- Share your message on social media focusing on TikTok, Instagram, and Snapchat, as they are the most active on these platforms.
- Partner with influencers and micro-influencers who have a strong following of Gen Z individuals, as this generation places trust in the influencers they choose to follow.
Marketing to Millennials (Born 1981-1996)
Similar to Gen Z, Millennials have come of age in a time of rapid technological change. However, they also grew up during economic uncertainty and were heavily impacted by events like the 2008 financial crisis and the September 11th attacks. Due to their passion for social change, Millennials are often referred to as the “activist generation.”
Here are some tips for marketing to Millennials:
- Create content that is informative and educational. Millennials value authenticity and are more likely to engage with businesses that provide them with helpful information.
- Share your message on social media with a focus on Facebook, Instagram, and Twitter, as they are the most active on these platforms.
- Use humor and nostalgia in your marketing efforts. Millennials appreciate a good laugh and are nostalgic for the pop culture of their youth.
The Common Thread: Social Impact
Although Gen Z and Millennials may spend time on different platforms and resonate with different messaging themes, there is a common thread between these two generations: a passion for social impact.
Gen Z has grown up in a world that is more connected than ever before, and they are acutely aware of social issues like climate change, racial justice, and gender equality. They are more likely to use social media as a tool for social change, participating in online activism and using their online platforms to raise awareness and advocate for causes they believe in. Gen Z is also more likely to seek out socially responsible brands and support companies that align with their values.
Similarly, Millennials are more likely to support companies that prioritize social responsibility and sustainability and are more likely to use their consumer power to effect change. They are also more likely to volunteer and participate in political activism, both online and offline.
To effectively attract Gen Z, Millennials, and future generations, your organization must implement a mission-driven mindset. So, what’s our top tip for marketing across generations?
- Be transparent and authentic in your marketing efforts. Both Gen Z and Millennials are more likely to support businesses that share their values and take a stand on social issues.
If you are looking for help to power your purpose and market your corporate social responsibility initiatives, mission-driven organization, or other purpose-forward work, Strat Labs wants to help!