We hear terms like “Gen X” and Gen Z” tossed around often in market-speak, but many people are confused as to what these terms mean or how they can affect a marketing strategy.
To clarify any confusion, let’s focus on these two generations specifically and explain what marketers should understand about them.
They Are Completely Different Generations
Gen X and Gen Z are separated by as few as 14 years or as many as 50 years at the opposite ends of the generational timeline. Gen X refers to people born between 1965 and 1979 (age 41-55), while Gen Z represents those born between 1995 and 2015 (age 5-21). Tucked between these two are members of Gen Y (otherwise known as “Millennials”), born between 1980 and 1994. For perspective, some members of Gen X are old enough to be parents to most Gen Z-ers, and some are old enough to be grandparents to Gen Z-ers. These two demographics are sufficiently distinct in their cultural experiences that they respond quite differently to various types of marketing.
They Shop Differently
Gen X has mainly become familiar with the technology of the past several decades, and while they frequently shop online, they also don’t mind going into the stores. Gen Z, the mobile generation, interacts more with their mobile devices than other generations, including shopping online. If they go into a brick-and-mortar store, they’re more likely to look up product reviews on their phones before selecting a product.
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They Respond Differently to Advertising Outlets
Gen X still responds to traditional advertising methods (e.g., OOH ads, TV/Radio). They also respond well to email marketing. Gen Z, however, is more suspicious of advertising and prefers authentic engagement, which is why social media “influencer marketing” can be highly effective for reaching them.
94% of consumers disengage from companies that send mistargeted messages
Gen Z Is the Largest Generation Population-Wise
Comprising more than 27 percent of the population in America, Gen Z is now the largest demographic in the U.S. (Gen X occupies about 20 percent of the pie, Millennials close to 25 percent.) While not all Gen Z-ers are consumers yet, their buying power is increasing daily, and within a few years, they will represent the lion’s share of consumers. Wise marketers won’t write off this bloc as “children,” but will instead continue to monitor them as their shopping habits evolve.
Top Los Angeles multicultural marketing and advertising agency Wicked Bionic tracks the latest consumer trends and demographic shopping habits so we can provide up-to-the-minute advice for brands on how best to find and reach their target market.
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About the Author
Dana C. Arnett, Founder and CEO of Wicked Bionic, spent 30 years in the entertainment business before starting the agency in 2015. The Los Angeles-based multicultural communications and advertising agency works with government and private-sector clients on strategic marketing and engaging media campaigns. Dana has always loved learning from other cultures, and that curiosity became the foundation for how Wicked Bionic approaches culturally responsive marketing – building authentic connections between organizations and the communities they serve.
