Consumer Behavior Of Modern Generations

Enlightenment is the key to everything, and it is the key to intimacy, because it is the goal of true authenticity.” –Marianne Willliamson

There are certain trends that are true across all generations, however the purchase behaviors of those born in different eras can vary widely. Knowing what age group you are targeting with your next promotion can help you hone your message.

Trends that bring together different generations would be certain appeals in promotions. The number one appeal used in marketing today is the emotional appeal. The emotional appeal is about creating a connection with your viewer, subscriber, or the person you are interacting with in person.

These emotional appeals are all about storytelling, when your team members speak to a consumer they should be creating a story and building a relationship with the consumer. This appeal will only truly work if it is authentic, your brand needs to be passionate about their messaging so that it is translated throughout the company.

This appeal is the most common that will work for every generation. People want to be told how and why to purchase something. They want to believe in the brand and it’s mission.

Purchase Behavior of Generation Z

  • Generation Z favors the digital scene when it comes to purchasing. They want to be wowed by something on Facebook, Twitter, Instagram, Snapchat or Pinterest.
  • They use these platforms just like they use Google, to search for the next big thing.
  • They are highly influenced by digital celebrities like Youtube stars.
  • They value products that are affordable, friendly to the environment, not tested on animals, and are niche.
  • They consume a large majority of their tv and movies through internet streaming services.
  • They along with Millennials prefer to have a relationship built through social media with a brand before making purchases.

Purchase Behavior of Millennials

  • Millennials rely on the internet for their purchases as well.
  • The use of smartphones and tablets is almost at the 100% mark in the US.
  • They are well informed of current events and read the news via applications as well.
  • They, like Generation Z, value products that are affordable, friendly to the environment, not tested on animals.
  • They also consume a large majority of their tv and movies through internet streaming services. Many shun traditional cable and satellite providers due to the high prices and little to no customer service.
  • They want an emotional connection that gives them a positive perception before buying.

Purchase Behavior of Gen X

  • Use the internet for purchases and to read reviews before purchasing in a retail setting.
  • Adoption of mobile devices is high and purchases have increased on mobile devices.
  • They are well informed of current events. They watch the news, read the news online, and watch news show (i.e The Daily Show, Samantha Bee, and Real Time with Bill Maher).
  • They value quality products that are affordable, may be more apt to splurge on large purchases due to increase in wealth as they get older.
  • Have adopted streaming services but most still rely on cable/satellite as well.
  • Prefer a logical approach when advertised to, many are purchasing larger items for practical reasons, not sentimental.

Purchase Behavior of Baby Boomers

  • Has slowly adopted using the internet for purchases, some are still wary of using their credit card due to living through the early days of internet shopping (less secure).
  • Adoption of mobile devices has increased due to millennial children helping their parents learn new technologies. They prefer to use a desktop for web purchases and will typically shop retail before making online purchases. However, this behavior may change in the future due to the decline of retail stores.
  • They lean more towards conservative values in rural areas and liberal in urban. Suburban landscapes are a mix of the two parties. Watch news more than consuming it on mobile devices like their younger cohorts.
  • They value quality products that are high quality, they may purchase designer labels and be more brand focused than younger generations. Tend to be brand loyal.
  • Have adopted streaming services but most still rely on cable/satellite as well.
  • Prefer status or logical advertising.

Purchase Behavior of The Silent Generation and The Greatest Generation

  • Purchase retail, as a majority are not technology savvy.
  • Adoption of mobile devices is very low as they prefer tangible things.
  • Read the newspaper, magazines, and watch network news.
  • They value affordable products a typically buy only what they need, the do not splurge on large purchases.
  • Watch mainly network TV or cable/satellite.
  • Prefer a logical approach when advertised to as they will mainly purchase necessities and gifts for others.

If you want more information on the behaviors that drive purchasing in different generations, read our blog next week. We will be tackling the first generation on this list, Generation Z.

Read our blog from last week: Mission Statement Blunders and How to Fix Them.

For more information on how you can beneficially make promotions for all ages contact us at Imprint Engine