Targeting Age Cohorts/Subcultures

Baby boomers

Once the largest genration

Baby boomers

Reluctant to change

Baby boomers

first group that “in mass” went to college

Baby boomers

“me generation”

Baby boomers

beginning of gender/racial conversations

Baby boomers

Not living on phones

Baby boomers

Use daytime traditional media

Baby boomers

Products that are durable and reliable; lasting value

Baby boomers

Clear and direct communication with

Baby boomers

highlight family values

Baby boomers

“accessible” tech use

Gen X

1st time with dual income being normal

Gen X

More women in the workplace

Gen X

Rising divorce rates, mixed families

Gen X

Individuals became self-sufficient early on

Gen X

more entrepreneual

Gen X

Use multichannel marketing

Gen X

Authenticity and transparency

Gen X

play into self-esteem and self-actualization

Gen X

Address financial security

Millennials

Women have full employment opportunities

Millennials

little brand loyalty

Millennials

more accepting of diversity

Millennials

computers introduced during early education

Millennials

challenge hierarchy

Millennials

FOMO

Millennials

autonomous and independent

Millennials

experiences>possessions

Millennials

helicopter and snow-plow parents

Millennials

engage through social causes/social responsibility

Millennials

embrace individuality and competence

Millennials

value sense of togetherness; play into FOMO

Millennials

Social media engagement

Millennials

personalization and customizationM

Millennials

Instant gratification/conveniency (ex: fast shipping)

Gen Z

Grew up with technology

Gen Z

more accepting

Gen Z

highly collaborative

Gen Z

last majority white cohort in US

Gen Z

don’t splurge as much

Gen Z

Financial midset affected by the Great Recession

Gen Z

Cherish work/life balance

Gen Z

single parent/multicultural households

Gen Z

care about mental health

Gen Z

more adaptable

Gen Z

optimistic

Gen Z

focus on wellbeing and mindfulness

Gen Z

Mobile-centric

Gen Z

inclusivity & diversity

Gen Z

Short form content

Gen Z

emphasize experiences

Gen Z

promote lasting value and investments

Gen Z

Sustainability

Gen Alpha

Digital immersion

Gen Alpha

Visual content

Blacks

fashion trendsetters

Blacks

Changed music in America

Blacks

Buying power ~1.5T

Blacks

Black women spend 10X more on beauty products than white women

Blacks

Drink more bottled water

Blacks

use more laundry detergent

Blacks

use mobile technology more (media consumption)

Blacks

proud of culture and committed to preserving it

Blacks

equate brand names with quality and status

Blacks

dress to please themselves > others

Blacks

spend time with families; has the most households in the US

Blacks

Post-Civil rights Blacks see race as less divisive

Blacks

Communicate in intimate AND relevant ways

Blacks

more confident about the economy

Blacks

aspire to get ahead/have lots of money

Blacks

moving from urban to suburban (need for transportation and larger houses)

Blacks

Increase savings

Blacks

Celebrate ethnic diversity in a relevant way

Hispanics

buying power ~2T

Hispanics

largest subculture

Hispanics

largely bilingual

Hispanics

importance put on family

Hispanics

shopping is a family activity

Hispanics

Use and spend more on mobile technology

Hispanics

teens are “Americanized”

Hispanics

more likely to purchase a product advertised on social media

Hispanics

Longer acculturation periods

Hispanics

spend more time on online stores