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If you are used to reading articles on marketing, you will have come across concepts such as Baby Boomers, Millennials and, lately, Generation Z. And it is that the year of birth of our public greatly influences the type of marketing strategies that we are going to develop. For this reason, from the Uzink blog, we want to make a portrait of the generations of current consumers. X AND Z… Who is who? What types of generations are there? What peculiarities does each group have? How should we address them?
A portrait of current consumer generations: the types of generations
Baby Boomers, those born between 1945 and 1964
We start with the generation is now between 51 and 70 years old. Concerned about health and a healthy life, this group is characterized by having experienced first-hand the transition to democracy, the growth of the welfare society, the incorporation of women into work and, in recent years, the digital revolution. . Against all odds, this generation will be in charge of changing the concept of "Third Age" as we had understood it until now. They are really active, concerned about beauty and well-being, take care of their diet and demand quality treatment. Among all types of generations, the baby boomer generation is currently the most classic when it comes to buying. They are consumers par excellence of traditional media. We are facing a group that has entered the Internet thanks to the simplicity of using smartphones.
Generation X, those born between 1965 and 1981
they have 34 and 50 years between and they have clearly lived between two worlds: the analog world in their infancy and the digital world in their youth and maturity. In general, they have been well educated, have traveled more than their parents, and have embraced the Internet age naturally. They are the ones who as children read paper books and as adults work with computers. Although classified as conformist from the social and political point of view, we are facing a really important generational group that is usually consumerist, loyal to brands and highly influenced by the tastes of their children. According to a study of eMarketer, we are talking about the generation of consumers that feels most comfortable using traditional and digital media.
Generation Y, those born between 1982 and 1994
Known as Millennial generation are now between 21 and 33 years old. They have grown up with technology, have a more global vision of the world and have experienced a social moment of economic prosperity that has offered them a high level of well-being from the cradle: leisure outside the home, vacations, fashion, technology... What was a whim for previous generations, for them it has been a matter of first necessity. However, we are facing the first generation that probably will not have more economic resources than their parents. They are demanding, their world is on the Internet, they flee from the conventional and seek more complete and differentiating shopping experiences.
Generation Z, those born between 1995 and 2010
The so-called Digital Natives are between 5 and 20 years old. The little ones have grown up with a touch screen. Young people with a proactive attitude in social networks. They have not yet entered the labor market and are recognized as realists, non-conformists and, of course, consumerists. However, the youth of this type of generation has been marked by an economic crisis that will undoubtedly accentuate trends in their behavior. The relationship with them in marketing must be online, bidirectional and very fast. In addition, we are talking about young people who want to connect and feel part of a story.
And before finishing, we leave you this video about the current generations of consumers: Baby Boomers, X, Y and Z.
Who comes next?
There is already talk of Generation Alpha to refer to those born after 2010. Undoubtedly, what happens in the coming years will determine what this new generation of consumers will be like, who, from now on, should occupy us to design our marketing strategies.
We hope that this general portrait with the types of generations and the different generations of current consumers invites you to dig deeper and analyze the best way to connect with them.