Being an online content producer and marketer, one of your primary concerns should be is your content and ad on your website, reaching the correct customer demographics and age ranges of generations?
To think of it, the question of who is your target audience is a challenging question. You must answer this question to make your campaigns more effective.
For that, one must have an all-rounded knowledge about the age brackets, age ranges, and primarily the demographic of his audience.
Generations and their Age Ranges
Technically, six generations walk this earth in the year 2019.
|GENERATION||YEAR OF BIRTH||AGE RANGE||POPULATION|
|The Greatest Generation||Between 1901-1926||93+ Years||– –|
|The Silent Generation||Between 1927-1945||74-92 Years||– –|
|The Baby Boomers||Between 1946-1964||55-73 Years||76 Million, 23.4%|
|Generation X||Between 1965-1980||39-54 Years||67 Million 20.79%|
|Xennials||Between 1977-1983||34-40 Years||– –|
|Generation Y/ Millennials||Between 1981-2000||19-38 Years||89 Million 27.84%|
|Centennials||Between 1995-2008||10-23 Years||2 Billion 26%|
|Generation Z / Post Millenials||Between 2001-2019||1-18 Years||58,514,928 Individuals
Origins of Names of Generation
The names for these generations are oddly specific. There are profound reasons.
The Greatest Generation
Author and news anchor Tom Brokaw coined the name The Greatest Generation. In his book with the same title, he profiled people who came off-age during World War Two.
This generation lived through The Great Depression and helped win World War Two by enlisting in the military services in large numbers and providing the labor workforce. They witnessed unparalleled atrocities and experienced hardships. Hene they were named, The Great Generation.
The Silent Generation
The subsequent generation was known as The Silent Generation. These children were known to be very quiet and hard workers.
In the backdrop of the anti-communistic agenda being pushed vigorously by Senator Joseph McCarthy, curtailing of freedom of expression, opinions, and beliefs were prevalent. This generation became cautious about what they said and whom they mixed with out of the fear of persecution. These children grew up in a war-torn economy.
The Dust Bowl destroyed farmland, and starvation was rampant. In addition to that, The Great Depression had, by then, hit all the social classes and the lines between the social classes were blurred. Therefore, there were unclear identities in this generation, and neither did they work very meticulously on self-representation.
Baby Boomers were labeled so because of the sudden spike in birth rate right after World War Two. Factors like psychological and economic shift were in play that caused an enormous increase in families opting to have more and more babies.
A surge of optimism and affluence in the “booming” economy took the world by surprise. Women who were required to join the workforce at the time of the war now left their jobs when the men came back from the war.
These women resumed their old roles of child-rearing and homemaking. Affordable housing in the outskirts of the city pushed more people to be able to provide a home for their families in the residential colonies called suburbs.
This new availability of space was part of the reason why uncertain couples were now more comfortable with the idea of a better future for their children and decided upon expanding the families.
This generation grew up to instigate an era of social awakening challenging norms of the society and status quo by doing things like condemning American involvement in the Vietnam War, demanding equal rights for men and women, galvanization of the gay community, free expression of one’s sexuality, etc. Baby Boomers were named the nonconformists of the generations.
The names attributed to generation X, Y, and Z have ambiguous background reasoning. However, all of the generations are mutually exclusive in the circumstances they have faced growing up.
These circumstances have shaped their psychology, personalities, and preferences as consumers.
To run an effective campaign, we must be well-versed in the psychographics and demographics across different age ranges of our target audience.
Variations in Consumer Behaviors Across Age-Ranges and Generations
People’s age and the generation to which they belong can offer a lot of insight into their attitude, outlook, and experiences.
It also says a lot about their purchasing behavior. Aspects like life stage and income factor in while making purchases. Web behavior and product purchase of a single twenty-five years old will be much different than those of a sixty-five-year-old granddad.
Although millennials make up the bulk of online buyers, everyone else is also making a shift to cell phones, tablets, and use of the web considerably more.
Since Generation X and Y are more pressed for time owing to the responsibilities they sustain, they prefer a more rapid experience and fast checkout.
Conversely, older generation spends more time browsing for multiple options and do not mind a long experience to find value for money and product quality.
Similarly, Baby Boomers and The Silent Generation are more loyal to one location. They tend to select and reselect the same brand.
Generation X and Y are open to new experiences and tend to select new brands. That said, Millennials tend to need connectivity and the feeling emotional identified with their experience with a brand or purchase on a personal level.
On the other hand, Gen Xers want straightforward messages about reliable, reasonably priced, budget-friendly, quality purchases. It is safe to say that they are value hunters.
You can appeal to each one of these specific age groups based on their demands and requirements from the purchase experience to have effective marketing. Because let’s face it, misdirected ad placement is essential, the advertising budget wasted.
To find out about different types of audience targeting, click Here.
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