Every generation has custom ways that they like to receive information. It’s important to reach your target audience where THEY are at and in terms of what they care about. A great way to create meaningful engagement with your members is by segmenting your audience and speaking their language – and your message will be most impactful when you craft content to appeal to these generational preferences. Here are some tips to meet your diverse audiences where THEY’RE at:
Silent Generation (born 1945 and before)
Profile: First known as the “Radio Generation,” this group relied on little public news and information – everything they received was saved and kept to reference later. It was generally believed that all written communication was factual. The latter part of this generation is known as the “War Generation.” This group likes inclusion and representing their culture in a big picture way.
Tips:
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- Include calls to action for clear direction (think of the “We Want You” campaigns during WWI & II – this audience is used to direct messaging)
- Written information format is critical
Baby Boomers (1946 – 1964)
Profile: This generation cares about relationships. It was the first generation to be introduced to situation comedy television that always resulted in a happy solution. They are characterized by a win-win mentality. This group is brand-loyal – once they find their ideal product, they will get four more in different colors!
Tips:
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- Provide tangible info (downloadable PDFs, magazines)
- Paint the picture from start to finish and provide the end solution
- Win them over early with quality products and information to earn their brand loyalty
GenX (1965 – 1980)
Profile: This generation is also broken down into two: Latch Key Kids and Oregon Trail (late 70s-early 80s). The Latch Key Kids were the first generation where both parents worked while growing up. They were on their own for dinner, watching siblings, etc. They learned to make every action as efficient as possible since they had to get things done for themselves and their families.
The Oregon Trail group is the portion of the generation that adapted to computers in late high school/college and have now become the first generation to use smartphones while also being the last to use typewriters. This group is also the most sentimental and nostalgic of all generations. They value simpler times when life didn’t move so fast.
Tips:
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- Use bullet points with high-level info
- Make your point ASAP – information is interchangeable
- Provide preliminary agendas and calendar placeholders – they are adaptable to change if provided with reasonable information to make their decisions
- Use sentiment and nostalgia
Millennials (1981 – 1996)
Profile: Millennials were the first of many families to go to college after high school rather than start a trade job or a family of their own right away. Like Gen Xers, Early Millennials adapted to technology very quickly. With the Internet came an increase in information that prompted earlier generations to say, “We can’t train you, so you have to figure it out”. The working world went from predictable to changing, and if this generation doesn’t like where they are then they will move. They were raised to believe that the world can be a better place, but it’is up to them to make it happen. So, this generation will research everything.
Tips:
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- Ensure you have clean reviews and relevant data – they will find it!
- Know the importance of word of mouth referrals – there’s a sea of information and other products vying for your audience’s attention
GenZ/Nexters (1997 – 2012 – Today)
Profile: Information for this group is still developing, but one thing we do know is that they are engrained in technology and seek seamless transitions. This is the first generation where information is coming through artificial intelligence and video has the strongest impact. They are the least brand loyal as a result of the accessibility of options.
Tips:
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- Use videos – preferably ones that will engage them in three ‘swipes’ or less
- Leverage a philanthropic angle to win engagement, then provide information about products (here’s what we are doing for this planet, and here’s what we can do for you)
Following these tips should help you hone your audience’s needs and increase engagement in a creative and fun way!