Previously, Imprint Engine’s blog focused on the purchase behavior of Baby Boomers. The last two generations we will be covering are the G.I. generation and The Silent Generation. But what is the G.I. Generation? Sometimes called the Greatest Generation, these individuals shaped modern consumer behavior with their values of frugality, loyalty, and practicality. In this article, we’ll explore how their historical experiences influenced their purchasing habits and brand preferences.
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What is the G.I. Generation?
The G.I. Generation, also known as the Greatest Generation, includes individuals born between 1901 and 1924. This generation is characterized by their experiences during the Great Depression, World War II, and the post-war economic boom. They are known for their resilience, frugality, and strong sense of duty.
Both of these generations grew up in a home where the father was likely to be the sole income. Most women did not have a post-secondary education, and the large majority were the domestic head of the house. These generations of women helped fill positions at factories during World War II, The Korean War, and The Vietnam War. They also worked as nurses and triage within the Wars.
G.I. Generation Consumer Insights
Let’s take a look at the GI Generations’ consumer insights and how they tend to shop!
Frugality
A majority of our first generation grew up incredibly poor due to the issues around The Great Depression. Most of the Silent generation did not reach the high incomes that Baby Boomers and Generation X have. Due to the widespread poverty, things other generations consider necessities, or easy to afford entertainment, were a luxury.
Things like the Nickelodeon movies of those days were entertainment that the poor could afford, with many families going to these movies, then getting at hamburger and fries afterward. These were the distractions that those without high paying jobs could supply for their families.
Because of the poverty these two generations grew up in, a majority are fairly frugal, only purchasing necessities and small luxuries. They prefer a practical approach to advertising and respond better to advertisements showing traditional values. Advertisements that are closer to what they grew up with will have a better response with their demographic.
Brand Loyalty
Like Baby Boomers, both the G.I. and Silent generations prefer brand names. Due to the decades of radio and TV in the home, we have attributed this behavior to the repetitive nature of older commercials that shaped their preferences.
New companies will have a difficult time gaining consumers from this demographic due to decades-long brand loyalty. Well-established brands tend to perform well in these age groups.
In-Store Shopping
Of all the generations we have covered, these two generations prefer to shop in store for purchases such as clothing, groceries, and electronics. However, they may also shop by proxy, allowing younger generations to do their shopping for them.
These two generations tend to have less digital experience and have not adopted new technologies at a rapid rate. The younger end of the spectrum may have computers and tablets, but smartphones are few and far between in these generations. Younger generations have the task of teaching elders how to use new technology.
The adoption of the internet and e-commerce, in particular, is slow moving in these generations and they are considered laggards in adoption terms. Trust of technology is low and if you have not grown up with digital influences, it is incredibly difficult to learn.
Traditional Advertising
These generations typically view the news both in standard TV format or on the radio. Views on politics and social issues of these two generations tend to be conservative in nature as we saw the results when they came out in droves for the last election.
TV and radio are also where these generations gather for their entertainment. Cable, satellite, and network TV are the mediums used to watch their favorite shows, news, or even listen to music. Advertising during traditional entertainment, sports, and game shows will be an effective way to reach this audience.
When marketing to the G.I. or Silent generations remember to keeping your message traditional to appeal to them. Having an ad that “swears” or is lascivious in nature will likely turn them off. Focus your marketing on places they gather, such as network TV, news outlets, and within their local market.
At Imprint Engine, we can help you find the right branded merchandise that will resonate with this generation.
Brand Experiences Across Generations
If you’re looking to connect with older generations through thoughtful, high-quality branded merchandise, Imprint Engine can help. We specialize in creating brand experiences that resonate across generations. Contact us today to explore our custom marketing solutions!
If you are looking to market to any of the younger generations, check out our past blogs!
Purchase Behavior of Generation Z
Purchase Behavior of Millennials
Purchase Behavior of Gen X
Purchase Behavior of Baby Boomers