New Marketing to Gen Z AND Boomers primary consumer research report by Morning Light Strategy offers strategies for cross-generational marketing and recommendations for how to re-frame generational perceptions and avoid stereotypes in advertising.
Our latest insights explore how both Baby Boomers and Gen Z consumers perceive their own generation, how they perceive each other's generation, how they see themselves, and what that means for marketing and advertising.
Bridging the Generation Gap:
Why It Matters
Brands can build stronger connections with both Boomers and Gen Z by avoiding the reinforcement of stereotypes and focusing on inclusive, authentic & positive messaging. In doing so, brands can enhance their market presence, foster stronger loyalty, and drive growth.
Re-Framing Baby Boomers in Marketing
As marketers seeking to appeal to Baby Boomers, or simply to ensure that they aren't "part of the problem" in reinforcing generational stereotypes, the first basic step is to ensure that your advertising and marketing messages aren't reinforcing commonly held stereotypes about them that don't match how they see themselves.
Dominant stereotypes associated with Baby Boomers that should be avoided include:
"Outdated"
"Old-fashioned"
"Rude"
"Resistant to Change"
"Technologically-Challenged"
These commonly held stereotypes do not fit with Boomers' self-perceptions; depicting them in this way reinforces negative stereotypes and alienates this critical consumer group.
When asked to describe themselves, Boomers highlight their resilience, pride, values, experience, wisdom, contributions to society, and adaptation to technology.
"I'm trying to adjust to the changes, in the phones."
Male, Age 68
"I am wise and empathetic because I think before I act and speak."
Female, Age 73
"Conservative. I'm very patriotic"
Male, Age 68
"We went through a lot in our lives."
Female, Age 76
Marketing to Baby Boomers should respect their values and emphasize their strengths. Highlight their adaptability & the continued relevance of Boomers, showing respect for their experiences while also demonstrating their openness to change.
Re-Framing Gen Z in Marketing
As marketers seeking to appeal to Gen Z, or simply to ensure that they aren't "part of the problem" in reinforcing generational stereotypes, the first basic step is to ensure that your advertising and marketing messages aren't reinforcing commonly held stereotypes about them that don't match how they see themselves.
Dominant stereotypes associated with Gen Z that should be avoided include:
"Lazy"
"Reliant on technology"
"Sensitive"
"Easily offended"
"Entitled"
These commonly held stereotypes do not fit with Gen Zs' self-perceptions; depicting them in this way reinforces negative stereotypes and alienates this increasingly important demographic.
When asked to describe themselves, Gen Z highlight their creativity, compassion, motivation, open-mindedness, and self-confidence.
"Creative, because I have many artistic ideas."
Female, Age 16
"Hard working because I have a job, and I take care of stuff at gome."
Male, Age 16
"Motivated and hardworking because I'm dedicated to making sure the job is done properly."
Female, Age 22
"Open-minded; I like to give strangers the benefit of the doubt."
Male, Age 22
Marketing to Gen Z should leverage their creativity, inclusivity, and adaptability. Highlight opportunities for genuine engagement & contribution can resonate with their self-perceptions as hardworking and motivated.
Bridging the Gap:
How to Reframe Perceptions & Avoid Stereotypes
Stereotypes can be powerful and easy to lean into in the depictions and messages about and directed toward both Boomers and Gen Z. But they are often misleading, especially when it comes to generational differences.
Not only is there opportunity for brands and marketers to be part of the solution in helping to avoid stereotypes and re-frame perceptions, there is also enough common ground between Baby Boomers and Gen Z to develop effective marketing that resonates with both groups.
By focusing on shared values such as hard work, adaptability, financial security, and community, marketers can create campaigns that bridge generational gaps and appeal to a broad audience. By doing so, brands can enhance their market presence, foster stronger loyalty, and drive growth.
In the full report, Marketing to Gen Z and Boomers: Insights & Strategies to Bridge the Generation Gap, we outline 5 strategies for cross-generational marketing, including examples of campaign messages and recommended execution tactics.
We also point out a few areas where tailored approaches may be more effective for each group due to their differing values, experiences, and preferences.
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Research Methodology: Digital qual-quant survey conducted by Morning Light Strategy on July 10, 2024 among a national sample of N = 100 US Gen Z and Baby Boomers (N = 50 Age 13-27; N = 50 Age 60-78)
About: Morning Light Strategy is an insights & advisory agency on a mission to help brands and organizations plan and position for the global shift toward an older and longer-lived demographic. We help our clients make the strategic business, marketing and innovation decisions that will accelerate their growth among 50+ consumers and their caregivers. To learn more, visit: www.morninglightstrategy.com
