Tag Archives: Generational Marketing

Macro Trends You Can’t Afford to Ignore

Emma Stevens-Smith

During last week’s Marketing Analytics & Data Science conference, Emma Stevens-Smith, VP of Trends, Trendera, presented “Deciphering Generations X, Y and V.”

In addition to providing an overview of the characteristics of Gen X, Y and V, Emma shared these macro trends:

- The Rating Game: Thanks to new rating systems, the traditional brand/consumer relationship is evolving from a one-way communication to a complex set of interactions.

- Work Hard for Their Money: Consumers want to feel as if their favorite brands are working towards fulfilling their needs. They also want to know exactly how they are achieving this.

- The Surprise Drop: Consumers have become accustomed to instant gratification. Brands need to adjust their release strategy form prolonged anticipation to an unannounced release.

- On Purpose: Brands need to let consumers know what their purpose is.

- New Perspectives: Brands must ask how retail, payment and presentation of a product can be adjusted to make people excited about what they are buying.

- More Real than Virtual: Consumers are increasingly eager to incorporate Virtual Reality into their lives.

- Context is King: Consumers are looking for information that is relevant for them in a precise moment and expect brands to do this for them when and where they need it most.

Watch for additional #MADSCONF follow-up stories!

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

Insights, Data, and Actions for Marketing to Generations X, Y, and V

Emma Stevens-Smith’

By understanding the next generations, you’ll be better prepared to reach your intended audience and achieve desired results.

During Day 2 of the Marketing Analytics & Data Science Conference, Emma Stevens-Smith, VP of Trends, Trendera, presented “Deciphering Generations X, Y and V.”

In this session, Emma began by providing an overview of the characteristics of Gen X, Y and V:

Gen X (1965-1979):
- Ages 36-50
- Approximately 46 million in size
- Children of Traditionalists
- Slacker stereotype
- Grew up in a troubling world
- Latchkey kids
- Had ’80s expectations, experienced ’90s realities
- Seeking work/life balance
- Nostalgic, but want the new technology
- Experiencing mid life crisis
- Savvy and skeptical
- They trust no one

Gen Y (1980-1995):
- Ages 21-35
- Approximately 72-76 million in size
- Children of Boomers
- Aka Millennials
- Entitled and empowered stereotype
- Socially networked
- Highly protected, high anxiety
- Have a good connection with Boomers
- Are influenced by Gen X
- Optimistic
- “Smarty pants”
- Always have a Plan B
- Group empowered
- They think they are special and unique

Gen V (1996-2011):
- Ages 5-20
- Approximately 65 million in size
- 25% of the population
- Children of Gen X and Gen Y
- The Homeland Generation, Gen Z or Plurals
- The true digital natives
- High anxiety
- Uber parenting
- Test subjects
- Netflix no chill
- Blurred lines of family
- Jaded and medicated
- Think different
- Social beasts
- Path rejectors
- Multiple personalities
- Commitment phobes
- Rebel yellers

Here are Emma’s recommendations for connecting with Gen X, Y, and V:
- Don’t assume they are taking the traditional path.
- Share your message on multiple screens.
- Listen to their opinions (they have many!).
- Help them learn and gain new skills.
- Encourage their entrepreneurial spirit.
- When in doubt, try to make them laugh.

Stay tuned for more #MADSCONF highlights!

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

How to Understand the Next Generations and their Trends for Guaranteed Reach

Jane Buckingham

Jane Buckingham is Founder and CEO, Trendera, and a best-selling author. She’s also a presenter at the Marketing Analytics & Data Science Conference on June 8-10, 2016 in San Francisco, California.

As a preview to her presentation ‘Deciphering Generations X, Y, and V: How to Understand Next Generations and their Trends for Guaranteed Reach,’ Jane shares insights on the importance of understanding generations for business success.
Peggy L. Bieniek, ABC: What are some key strategies for marketing to different generations?
Jane Buckingham: There are a few ways to approach this. If your brand is going for a particular age and niche, then you want a generational approach, in which case you want to appeal to the emotional and psychographic needs of that particular generation. Try to understand what sets them apart from the previous generations.
Is it a tone, is it a location, is it inspiring the brand fanatics and hypertailoring (appealing to younger generations), or redefining happiness and success (more Gen X), or helping to inspire and enlighten (for Gen Y)?
On the other side, if you are looking to cut across generations, you may be looking to talk to a mindset over the market. Looking to understand what your particular group of people thinks, what is it about your brand that will be appealing to someone no matter what their age? Are they fitness enthusiasts looking for purpose? Are they looking for comfort? Are they looking for safety? Some of these core values are cross generational and may be appealing no matter what the age.
PB: How do you address the challenge of everyone agreeing on a standard of when generations begin and end?
JB: This has gotten a lot trickier since Douglas Coupland wrote Generation X in 1991, and we started segmenting generations by 15 year periods versus 20 year periods. It became much less clear where and when a generation starts and stops.
Technically, generations are really defined by the factors that affect them as they grow up, and the cultural shifts in the world. But, how something will affect someone who is two at the time a generation is coined is going to be much different than how it affects someone who is 18 at the time it is coined, so usually someone who is right in the middle feels most ‘like’ that generation.
So, even if people are off by a year or two, it doesn’t really matter. The bigger challenge is that often marketers are talking about a marketing segment by a “media” age that can be purchased (like 18-34 or 35-54), and that will cut across two generations, but they don’t want to really think about that so they just sort of move the dates to accommodate the media buy.
They will say Millennials are 18-34, when really right now 18-34 would include Millennials and Gen V. In fact, many people seem to think that Millennials are still teenagers because they’ve been the emerging generation for so long, when actually the youngest of them are about 20.
PB: How is data the greatest equalizer in marketing?
JB: Data helps to try to “prove” things. The idea is that big data can help quantify what we speculate about and provide greater insight into what we are thinking, doing and how we are behaving.
I LOVE data. And I love that we now have more access to more data than ever. It allows retailers to see how consumers shop, and how price and value works versus brand.

One of the most exciting things about data for marketers and consumers is that advertising is going to start feeling less and less like advertising. 
Thanks to increasingly sophisticated analytics and predictive modeling, both big and small brands can tap information that will allow them to connect consumers to products and services that are truly relevant and interesting to them.
That said, data isn’t a silver bullet, and can’t and shouldn’t be seen as one. Numbers only tell you part of the story and you need to interpret them carefully. It’s just as important to talk to your consumer to understand the why behind the numbers and any subtleties that the numbers might not reveal.
PB: What will people gain from attending your conference presentation?
JB: I’m hoping that attendees will better understand the differences between the generations – as marketers, employers, parents, siblings – so that they can better relate to them, market to them and listen to them.
In addition, I’ll be talking about the macro trends that will be affecting these generations for the next several years as well as some fun trends that are happening now.
Overall, I want the audience to feel like they are better versed in who their next consumers are and who they will be.
Want to hear more from Jane? Join us at the Marketing Analytics & Data Science Conference. Learn, network and share best practices with the most influential leaders in data science and analytics. Stay connected at #MADSCONF.

Brilliance@Work profile originally published on www.starrybluebrilliance.com


Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 
Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

Generational Marketing: To Know Them is to Engage Them

 Photo by paul bica

‘It’s hard to give truly superior service if you don’t know who you’re talking to and what really matters to them.’ ‘ Kelly Mooney, author of The Ten Demandments

Who are your customers? What do they like? What don’t they like? If you don’t know the answers to these important questions, then you don’t know your customers. To know them is to engage them, and to engage them is having customers for life.

Knowing your audience is especially important when trying to target content to various generations in the marketplace and in the workplace. During next week’s Total Customer Experience Leaders Summit, Kassandra Barnes, Research & Content Manager, CareerBuilder.com, presents ‘Mastering the Mindset of the Millennial Candidate.’ You’ll learn how to harness the knowledge and skill set of Millennials, the first generation to grow up digital.

In the meantime, check out these helpful articles on how to effectively market to the millennial generation to build meaningful and long-lasting customer relationships:


To learn more about TCEL and register, go to http://www.iirusa.com/totalcustomer. Stay connected with TCEL:

  • twitter.com/TotalCustomer #TCEL14
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/TotalCustomer

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.


    Live from #MediaInsight: Understanding Consumer Behavior, Culture and Generational Nuances

    Joseph Kessler, President, THE INTELLIGENCE GROUP walks us through the changing tide of consumer behavior
    The generation in which one lives is key to understanding behavior
    80% of 2-year olds in the US have access to a mobile device.  What are the implications of this type of access?  In a focus group, kids were trying to ‘swipe’ the pages of a hard copy book  
    Change = the new normal
    Edward Snowden: how is it that people over the age of 50 see him as a criminal, while younger folks tout him as a hero?  This signals a new type of ‘climate change’ in terms of our behavior
    Battle of the sexes has evolved into war of the generations.  Official Comedy video provides guidelines for dealing with Millennials in the workplace.  How could a day possibly start before 10:30AM?  You mean doing your job as asked doesn’t equal an automatic promotion and pay raise?
    Understanding the “why” drives new thinking
    Generational traits are influenced by six sources:
    • Parenting styles
    • Socio-economic conditions
    • Popular culture
    • Game-changing events
    • Tech advances
    • Shifting social mores
    There are 80 to 90 million Millennials in the US today.  They are group oriented, need to be heard and feel special, idealistic, and tech junkies
    48% say the new reality is NOT following the traditional path
    Young people are driving innovation today, from app development to shaping music (i.e. the 17-year old Lorde) to delivering the comedy that often defines their lives (and certainly their use of YouTube, where comedy is the top category)

    Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy