I rarely send out someone else’s writing or report, however this is such important and well-organized information for your business, had to share. It’s a long article, and I’m giving you a quick summary below.
In today’s rapidly evolving, super segmented, marketplace, understanding the unique shopping habits of different generations is crucial for crafting effective marketing strategies. Whether you’re targeting Baby Boomers, Gen X, Millennials, or Gen Z, each group has distinct preferences that can significantly impact your approach.
This research from Hub Spot provides a deep dive into the distinct preferences of each generation highlighting how each group discovers and purchases products. Briefly, here are a few interesting highlights…
Key Findings Regarding Generational Purchasing Habits:
Baby Boomers (ages 55+):
- Top Discovery Channels: TV ads, internet search, retail stores.
- Social Media: Limited influence; only 20% discovered products via social media in the past three months.
- In-Store Shopping: Strong preference for physical retail stores over online channels.
- Social Issues: Generally uninterested; half believe companies shouldn’t take a stance on social issues.
Gen X (ages 35-54):
- Top Discovery Channels: Social media, internet search, retail stores.
- Social Media: Facebook, YouTube, Instagram are favorites.
- Online Shopping: 62% prefer making purchases through online channels.
- Social Issues: Mixed feelings; 40% believe companies should take a stance.
Millennials (ages 25-34):
- Top Discovery Channels: Social media, internet search, YouTube ads.
- Social Media: Facebook, YouTube, Instagram are widely used.
- Shopping Preferences: Balance between online and in-store shopping.
- Social Issues: Strong preference for brands that advocate for racial justice, climate change, and affordable healthcare.
Gen Z (ages 18-24):
- Top Discovery Channels: Social media, word-of-mouth, internet search.
- Social Media: Instagram, YouTube, TikTok dominate.
- Shopping Preferences: Blend of online and in-person shopping.
- Social Issues: High impact on purchasing decisions; keen on brands advocating for racial justice, LGBTQ+ rights, and climate change.
Implications for Your Publicity, Social and Marketing Strategies:
As media and audiences becomes more and more segmented, businesses must understand these generational differences to adapt their marketing efforts accordingly. By leveraging these insights, marketers can better target their campaigns, choose the appropriate channels for product discovery, and ultimately, improve customer engagement and conversion rates. Nothing is worse than trying to market to a group in a location they don’t even go to. Who wants to waste their time and money?
These insights highlight the necessity of tailoring your marketing strategies and marketing platforms to meet the preferences of each generation. By doing so, you can enhance customer engagement and drive better results for your business one happy customer at a time.
Here’s a link to the full Hub Spot article: https://blog.hubspot.com/marketing/how-each-generation-shops-differently
Ready to Adapt Your Marketing Strategy?
If you need help with your next marketing, publicity, or social campaign, feel free to reach out. Our team at Black Ink PR is here to explore the possibilities and help you stand out from the competition and stay ahead of the curve.
Here’s to your success –
Margot Black
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