Customer Profiling: Generation X, Y, or Z?

The past 75 years of American history have been a period of great and incredibly quick change. From World War II to the birth of the Internet, each generation that has come up during this time has seen radically different pictures of life in America, even within their own lifetime. As a business owner, understanding how these different life experiences have altered the buying minds of your target customers will put you a step ahead of your competition. Here is a short summary of the characteristics of each generation of consumers, and what you need to think about when marketing to them:

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1. Generation Z. Also known as the Internet generation or “iGeneration,” this generally describes the upcoming generation, ages 10 and under. The first generation born during the Internet age, Z-ers have parents who are familiar and comfortable with technology. As this generation grows up, marketing to them will be all about the Internet and technology. Can you find a way to advertise on the iPad? Do it.

2. Millennials. The 75 million Millennials — ranging in age from 10 to the late twenties and also known as Generation Y — are the children of the baby boomers. Generally tech-savvy, this massive market is brimming with potential. Millennials are especially susceptible to Internet campaigns and advertising that uses a quirky approach. One potentially useful note: Many Millennials have disposable income because their parents provide some financial support.

3. Generation X. This often-forgotten generation followed the powerful, influential baby boomer generation, but these 44 million men and women born between 1964 and 1980 are entering their peak earning and buying years. This generation consistently shows value-oriented shopping habits. Don’t rely on brand prestige: show Generation Xers why your product is valuable to them.

4. Baby boomers. Seventy-six million strong, the boomers (born 1946-64) are entering or approaching retirement. The over-60 age group will grow by 80% over the next 20 years. Here’s the trick to connecting with boomers: don’t call them old. Focus your marketing efforts on telling them how young they are.

5. The “greatest generation.” Born between 1909 and 1945, this generation has seen world war and more economic recessions than you can shake a stick at. They are almost completely value oriented. Unlike later generations, they rarely shop for “fun” and instead focus on good deals and products that help them live active, independent lives. Also, this category buys 25% of the toys sold in the U.S. each year. Market to their still very much active lifestyle, or to their desire to please their grandchildren.
   

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