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.
Finding Common Ground:
5 Shared Values Across Generations
We can find common ground across both Baby Boomers and Gen Z by looking at how they see themselves as individuals, outside the context of generational stereotypes. We've identified 5 key shared values that stand out across both generations:
#1. Hard Work & Resilience
Baby Boomers often highlight pride in their hard work and resilience. Despite criticisms from others, many members of Gen Z also view themselves as hardworking and motivated.
"A worker who earned everything I have because nothing was given to me but the basics & many of those were hand me downs."
Female, Age 70
"Motivated and hardworking because I'm dedicated to making sure the job is done properly."
Female, Age 22
#2. Desire for Stability & Security
Baby Boomers value financial stability and security, often emphasizing conservative financial values. Though facing different economic conditions, Gen Z also seeks financial security and stability.
"A retired Boomer. I made it to retirement age and have savings to keep us on firm ground."
Male, Age 72
"[Baby Boomers] still think it's the 1950s where everything is still cheap."
Male, Age 17
#3. Adaptability & Learning
Many Baby Boomers are actively trying to adapt to new technologies and learn new skills. Gen Z considers themselves naturally adaptable and quick to learn new technologies.
"I perceive myself as a mutt of Baby Boomer/Gen X, sprinkled with Gen Y & Gen Z, because I am curious, love learning and growing."
Female, Age 60
"Growing because I'm still learning how everything works...constantly changing at a much faster speed."
Male, Age 17
#4. Value of Community & Relationships
Baby Boomers tend to emphasize family, community, and long-term relationships. Gen Z values friendships, inclusivity, and social connections.
"I support conservative values: God, Faith, Family, Job, Community."
Female, Age 60
"Kind because I'm accepting of everyone."
Female, Age 24
#5. Concerns about the Future
Baby Boomers indicate worries about the future of the country and the world. Gen Z also expresses concerns for the future, particularly regarding climate change and social justice.
"[I'm] really active for an 83 year old person. And involved and worried about this country and the world."
Male, Age 83
"I want to take the best parts of my parents and my grandparents and apply them to my life and community."
Male, Age 17
Creating Common Ground:
Strategies for Cross-Generational Marketing
There is 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.
The future is old. Are you ready?
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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
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