Gathering insight across generationsOr, learning to dig deep and ignore the click-bait
Img courtesy of flickr user Evil Erin
Marketing across generations is hard.
1 |
Marketers, brands, and even news organizations engage in a lot of this…
Millennials require
constant validation
Boomers are stubborn and
loyal to brands when it comes to
spending their money
Gen Z’s are attached at
the hip to their
parents
Gen X’ers don’t work well
with leadership,
and are stubborn and
lazy
Those darn [insert generation here]
At ArCompany, instead of advancing simplistic conclusions we’ve focused on letting generations speak for themselves.
Real talk about what they value in media and brands
We started a regular, on-air broadcast for Gen X, Y, and Boomers, featuring:
A range of ages
A look at perceptions of each generation + what their overall priorities are
As the Think Tanks progressed, we did a deeper dive into a variety of topics:
Brand ethics
Customer service
Debt Financial services
Higher education
Globalization Privacy Entrepreneurship
We heard directly from each generation, and gathered valuable insights.
+ Many Boomers are actually quite entrepreneurial, they’ve had to be because traditional retirement options are disappearing
+ Millennials do care about brand ethics, but because they’re so deeply in debt it’s weighed against pricing
+ Gen X is highly aware of the negative and positive aspects of social media
+ Gen X has one of the highest rates of volunteer participation, and they are motivated by opportunity for experience and emotional connection
+ For better or worse, Millennials are used to operating without a safety net, including benefits and vacation / sick time
+ Gen X’ers who are parents put effort into balancing “screen time” vs. physical, offline activities with their children
What should you know about generational marketing?
“Generational marketing requires that you get insights directly from
the people you want to engage with.”
Amy McCloskey Tobin - ArCompany
Things to keep in mind…
+ Specific questions get specific answers
+ Insight depends on context - be cautious about “all X are Y” statements
+ The insight that is most meaningful and that can be implemented, comes from a mix of qualitative and quantitative research
+ For a wealth of information, view the full think tank recaps at arcompany.co/blog
+ We can assist! (see next slide =)
The Think Tanks and ArCompany can help you:
Alignwith, andlearn by generation
Get specific before and after insightsand feedback onyour brand orbrand initiatives
Access unfiltered perspectives in areas like product development, marketing, and customer service
Gather unbiased, independent research, including from social and community
driven channels on the web.
If you’d like more information on the think tanks, email:
Amy Tobin [email protected]
Hessie Jones [email protected]
Contact information
