A New Look at Generational Marketing

Understanding the dynamics of a population helps marketers craft the right message for a desired audience. Demographically, the practice of dividing age groups into children, teens, adults and seniors has become more closely defined. Thus, a new term has entered our marketing lexicon—genergraphics.

Genergraphics is the latest word for tailoring a marketing message or event to a culturally defined generational group. We've all heard of Baby Boomers, Generation X, etc. But how are these categories specifically broken out? For example, if your new campaign is targeted to 13 to 19 year olds, which of these is your starting point for research?

• Echo Boomers
• Generation Y
• Internet Generation

Understanding the attributes of each "mini-generation" can help us refine the message and sell the brand.

Here are some generally accepted categories and descriptions:

Seniors—Right now this refers to anyone born before the baby boomers. This could include terms such as the Silent Generation—or children of the Great Depression— people born between 1925 and 1945.

Boomers—We've all heard this one. It refers to those born after WWII, from 1946 up to approximately 1964. As Boomers age, consider what is becoming more important to most of them—healthcare, retirement benefits, or downsizing to smaller homes . Will they continue to be receptive to the use of "positive memories of the past" by advertisers and marketers?

Generation X—Usually defined as those born after the baby boom ended, between 1964 and the late 70's. Members of Generation X are very familiar with the popular marketing strategies that have worked for Baby Boomers. If we want to grab their attention, it's got to be different. Recycling the past is probably the wrong strategy.

Echo Boomers— Several terms have been applied to this group : Millenials, Generation Y, Generation Next. The window would be 1980 through 2000. Definitely tech-savvy, the members of Generation Y grew up with technology and they rely on it to make their lives easier and to perform their jobs better. Armed with smartphones, iPads, and apps in the cloud, they embrace change and are the early adopters.

Internet Generation—Sometimes called Generation Z, dubbed Generation @ by New York columnist Rory Winston, or "Digital Natives" by Marc Prensk, it refers to those born from the early 2000's to the present. With technology changing so fast, we can only imagine the marketing that will be needed to reach this generation.

A primary concept of genergraphics is that distinct, marketable groups reside within the stereotypical demographic age groups that have traditionally defined marketing targets. Recognizing the cultural and socioeconomic environment in which each group was born and raised helps us refine a more appealing, effective message.