How to Bridge Generational Gaps with Your Marketing

Author: Erica Feher | October 21, 2013

With more than seven billion people in the world and six generations of people living today, how do you reach the right audience with your message? From the GI generation (born 1901-1926) to Generation Z (born 2001-today), there are endless ways in which to reach your targets. At the 2013 Legal Marketing Association’s Continuing Marketing Education Conference, Jeanniey Mullen, founder of YellowBean, discussed ways to connect to the six generations and what resonates with them.

Here are a few takeaways from her presentation:

  • GI Generation (born 1901-1926) – They are not online much, but they like to comment on the online world. The best way to reach them is through phone, TV and postal mail. More of this generation is getting iPads for easy use.
  • The Silent Generation (born 1927-1945) – 4 out of 10 own a smartphone and 57 percent have used social media in the past year. Their lifestyle is focused on achieving/maintaining physical/mental wellness. 98 percent of this generation watches TV every day.
  • Baby Boomers (born 1946-1964) – This one of the largest generations. 60 percent of baby boomers will spend more if they feel you understand them – customer experience is key! They are the target audience for wealth and income. Ratings and reviews influence their spending decisions. Their smartphones are very important to them, and 86 percent own one.
  • Generation X (born 1965-1980) – Many of these individuals were latchkey kids who went on to become entrepreneurs. They feel misunderstood by other generations. 92 percent own a smart phone, and email is their primary way to connect.
  • Gen Y “Millenials” (born 1981-2000) – They schedule everything! Mobile and gaming are native to them. They make up 19 percent of the workforce. Videos convert them into customers.
  • Gen Z “Swipes” (born 2001 and later) – 61 percent have a TV in their room and 4 million already have cell phones. They use YouTube as a source for learning. TV and video ads work with them.

It is more important than ever to fully understand your audience and what’s important to them so that you can tailor approach and drive your marketing results.

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