It was already tough for businesses juggling multiple consumer generations before the pandemic, and now that buyer behavior is changing so radically, it can really feel like there are too many balls in the air. Your business needs to know how to market to all four consumer generations in the new normal—which is a lot easier said than done.
Generational marketing—defined as “[marketing] to a specific generation of people based on the preferences, attitudes and upbringings that distinguish them from other groups”—has long been a challenge for businesses, especially during events that profoundly change buyer behavior.
COVID has impacted every consumer generation: How they think, spend time and make purchases have all been upended. With the right knowledge, you can customize your marketing efforts to make sure you’re capturing the attention of baby boomers, millennials and Gen Z alike.