X, Y, Z - Generation Theory - How a Brand Should Speak to Different Generations

Creating a brand directly depends on working with the audience, their tastes, interests and views. In order to sell your product to a student or his grandmother, you need to understand how and where they get information, what values ​​​​they prefer, what are the peculiarities of their worldview.

To achieve this understanding, it is first necessary to segment the audience. One way to do this is through the "generation theory" of William Strauss and Neil Howe, developed in the 90s.

It is from this theory that Millennials, Xers, Boomers and other classifications arose. All these words are not just a way to relate to a person's age, but they are also an opportunity to understand the peculiarities of each audience.

In this blog we will talk about the differences between generations and how marketing interacts with them.

How should a brand reach out to people of different generations?

Generational theory is a theory developed by William Strauss and Neil Howe that describes the recurring cycles of generations, including their differences and interdependencies. Strauss and Howe first discussed the theory in 1991, when their joint book, Generations, was published.

According to this theory, generations change according to the same principle as the stages of a person's life.

According to Strauss and Howe, human life is divided into four main stages, each of which covers 20 years of life:

• "Rise" (Baby boomers): Institutions are strong, individualism is weak;
• "Awakening" (Generation X): Institutions are sacrificed for individualism;
• "Recession" (Millennials Y): Institutions are weakening, individualism is flourishing;
• "Crisis" (Generation Z): Old institutions are crumbling and people are coming together again to create new institutions.

The theory of generations X, Y, and Z tells us about each generation. In what era and under what socio-cultural conditions they were born, what their worldview is, what their main character traits are, and how we should communicate with them correctly.

Here it is also necessary to catch small nuances, for example, classification, or such division of generations, is conditional, and it is clear that, for example, a person born in 1992, who should be considered a millennial, is actually much closer in mental terms to Generation Z born in 1997 than to the same millennial born in 1980. According to this classification, in order to understand the spirit of a generation, we need to take as a starting point not the year of birth of an individual, but rather the childhood of this individual, or the first stage of life (from birth to 20 years), to which category of generations he falls.

We will focus on the last three generations, as the most active audience in today's reality.

Generation Z

Born between 1964-1983 

Their life is guided by the phrase “How to be happy”. University, work, marriage, mortgage, children - nothing is a burden for them.

Characteristics of Generation X

The generation that grew up in the USSR is characterized by conservatism and infantilism. This is due to the fact that the country at that time had a false sense of stability.

Generation X has been self-reliant since childhood, so they are accustomed to independence in everything. Generation X is ready to work and build a career to achieve personal success. Unlike baby boomers, they no longer believe in teamwork and a bright future.

Generation X strives for a stable life. They know the value of money and time. They make each decision carefully and without haste. They usually have several professions. They can easily work in one place all their lives.

How to Talk to Generation X

Most of the representatives of this generation were affected by the shortage of goods in the USSR, which was reflected in their attitude to material resources. They are easily influenced by advertising and easily get attached to brands, but before making a purchase they carefully compare products/services of different companies, analyze competitive offers and advantages.

The audience of Generation X likes long advertising texts that answer the questions: "Why should I buy this" ? "How is this product/service better than others"?

To engage the Xs in communication, you need to convince them of the competitive advantage of the product/service, its uniqueness and durability. To do this, brands often invite famous and authoritative people for their advertising.

The best communication channels to reach this generation are: television and radio, newspapers and magazines, billboards, and personalized offers sent via email.

თაობა Y

Born between 1985 and 2002

Millennials are used to freedom. They are difficult to keep at work, they need constant motivation. They are interested in self-development, they are not in a hurry to start a family.

Characteristics of Generation Y

Research on generation theory says that millennials grew up and developed during the rise of the Internet and technological progress, the transition to a market economy, so they are already less dependent on the state and more dependent on themselves. They are ready to try their hand at various specialties, master knowledge from various new areas.

Generation Y actively follows trends, is not afraid of innovations, is friends with technologies and gadgets.

Millennials can be conservative (for example, in family matters), but at the same time they are no longer dependent on stability - they can easily move away from their usual place, go on a trip, change jobs and even hobbies.

Representatives of this generation are distinguished by flexible thinking, rapid processing of information, a desire for pleasure, spiritual growth, attention to their appearance and health. They are guided by the motto “here and now”.

How to talk to Generation Y

To attract the attention of this generation, you need to be able to instantly surprise them and see common values ​​​​(appearance, ecology, romance, spiritual development).

This generation does not have authorities. They trust their friends more than famous people. They trust bloggers. Before making a purchase, they read product/service reviews and compare different offers.

But sometimes they allow themselves to act spontaneously and make emotional decisions if the brand manages to attract their attention.

Millennials do not make large purchases very often (they rent an apartment more often than they buy), they buy appliances, gadgets, sportswear and vitamins (they buy mostly online). In advertising, they are influenced by emotional messages, innovations and non-standard solutions.

The best communication channels: the Internet and social networks, including interactive advertising.

Generation Z

Born in 2003-2023

Thanks to the development of the Internet, representatives of this generation are much smarter, they understand all new trends and quickly master them.

This generation is not afraid to speak up, openly express their opinion, does not shy away from talking about inequality and other painful topics.

Characteristics of Generation Z

This generation was literally born with a smartphone in their hands. They are better than other generations at understanding technology, the information environment, instantly navigate their homes, quickly figure out what they like and what they do not.

They prefer audio and video content to reading. It is difficult for them to perceive a large amount of information. But not because of laziness, but because of the rapid pace of development of the modern world.

They are interested only in the most important and useful information, they do not waste time on the rest.

They are self-centered and sociable, they are mainly interested in public opinion, but there are also those who are not interested in other people's opinions. They like to challenge themselves, test their strength. They strive for a world where there will be no discrimination, where everyone is equal and free, where ecology is more important than politics.

They think more globally than other generations. They want to benefit the world and society, and not just themselves.

How to talk to Generation Z

Representatives of this generation get their information mainly from the Internet.

They like viral video content. They can buy something they see on YouTube or TikTok in seconds.

In order for your product/service to be purchased by a representative of this generation, advertising must be original and memorable.

If your audience is Generation Z, conduct creative surveys, involve bloggers, do something new and unexpected.

Best communication channels: social networks, games, outdoor advertising.

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