What is generational marketing?

Baby boomers, Generation Z or Millennials – you’ve probably heard or read these words before. These terms refer to different generations that play a crucial role in marketing because they have different values, needs, and behaviours.  

Each generation has its own consumption habits, media preferences, and expectations of brands. Effective marketing requires a deep understanding of these differences to place messages in a targeted and effective way.  

In this guide, we’ll look at the characteristics of different generations, their impact on marketing, and how and where you can best reach each generation. We also address the question of whether this approach is still relevant at all. So, we have a lot planned – let’s get started right away!   

Why should I consider different generations in marketing? 

Generational marketing treats generations as their own demographic segment. This is based on the idea that people who grow up in similar social, economic, and cultural contexts share common values and preferences, which in turn influences their purchasing decisions and how they react to advertising, including ad texts. For example, Baby Boomers prefer traditional media and face-to-face interactions, while Generation Z expects digital and interactive experiences.  

Understanding generational differences lets you and your brand develop targeted strategies tailored to the needs and preferences of each generation. Websites and online shops can, for example, increase their attractiveness for different target groups through personalised content, easy navigation and tailored offers. Social media campaigns should consider the preferred platforms and communication styles of the generations to achieve maximum reach and engagement.  

However, there is also criticism of this approach, so it shouldn’t be seen as the holy grail of marketing. We’ll touch on criticism below. For now, let’s look at the individual generations, their characteristics and what you should consider on your website with the help of these insights.  

What are traditionalists (1928 – 1945)?  

The traditionalists, also known as the “Silent Generation”, grew up in a time of economic instability and World War II. This generation is characterised by values such as discipline, loyalty and restraint.  

Many members of this generation are frugal and prefer proven brands to which they stay loyal over a long period of time. Their way of life is strongly influenced by traditional norms and a high sense of responsibility. 

Silent Generation on websites and social media 

This generation prefers clear, easy-to-understand websites with a minimalist design and highly visible contact options. They appreciate functions such as telephone hotlines or service offers that are directly accessible.  

Traditionalist marketing approach

Traditionalists respond particularly well to print media, radio, and television because these are the media they grew up with and trust. Brands should emphasise tradition, quality and reliability in their communication to gain the trust of this target group.  

Personal communication, for example through direct mailings or telephone conversations, is highly valued and perceived as appealing by this generation.  

Another good approach is to build on customer loyalty through loyalty programmes. You can learn more about this topic in our article on loyalty programmes for SMEs, which includes examples.  

These marketing approaches are the best way to reach traditionalists on your website:  

• Minimalist and uncluttered design 
• Highly visible contact options such as phone numbers and email addresses  
• Easy navigation without too many graphics or elements  
• Direct access to services 
• Readability is key – use large fonts and high-contrast colours.  

Social media platforms play a minor role for this target group, but Facebook and email newsletters can be used effectively to provide them with relevant information.  

Who are the Baby Boomers (1946 – 1964)?  

The baby boomer generation appeared after World War II during a time of economic upswing. This generation is characterised by values such as diligence, status awareness and optimism. Many baby boomers strive for professional success and social recognition. They value security and stability, both in life and in their purchasing decisions.  

The question “What are baby boomers?” can thus be answered with a generation that is characterised by the desire for prosperity and a good standard of living. 

Website features that reach baby boomers 

You can effectively reach baby boomers through traditional media such as television and print media. In recent years, however, they have increasingly used social networks – especially Facebook. This offers you the opportunity to take a targeted approach here as well.  

Messages should emphasise topics such as safety, quality of life, travel, health, appreciation and lifestyle to reflect the values of this generation. Stories that evoke nostalgia and memories are particularly impactful because they appeal to emotions and create a deeper connection to the brand. 

With these marketing approaches, you can address baby boomers in the best possible way: 

• User-friendly design with clearly structured navigation 
• Large, easy-to-read fonts 
• In-depth and relevant content 
• Integration of classic and digital media 
• Features such as contact forms or service chats. 

What is Generation X (1965 – 1980)?

Generation X grew up in a time of economic uncertainty and social change. This generation is often described as independent, pragmatic and tech-savvy.

People of this generation often experienced both parents working outside of the home, shaping their independence and adaptability. Generation X is known for its desire for work-life balance and for its scepticism towards authoritarian structures. 

Generation X-friendly websites and social media  

Websites for Generation X should combine both functionality and aesthetics. Detailed product descriptions and authentic customer reviews are particularly important for this generation.  

Generation X is best reached through a combination of traditional and digital channels: television and email marketing are still effective, while online platforms play an increasingly important role.  

On social media, they prefer platforms such as Facebook and LinkedIn, where they seek information and inspiration for their professional and private interests. Humorous and pragmatic content is well received. 

Messages should emphasise authenticity and added value, as this generation is particularly sensitive to exaggerated advertising promises. Brands that offer real and transparent communication gain the trust of this target group. 

You should consider these website facts if your target group includes or should include Generation X:  

• Clearly structured and functional designs 
• Humorous and at the same time factual content 
• Combination of visual aesthetics and practical information. 

Who are the Millennials/Generation Y (1981 – 1996)?  

Millennials, also known as Generation Y, grew up in a time marked by the rise of the internet and new technologies. This generation attaches great importance to individuality, social responsibility and technological innovations.  

Millennials are digital natives who are at home in both the analogue and digital worlds. They prefer brands that are authentic and share their values. 

How to address millennials on websites and social media 

Websites aimed at millennials should be mobile-friendly and interactive. Video content, live chats, and personalised recommendations are crucial. Social media platforms like Instagram, Twitter, and TikTok are great for interacting with this generation. Influencer marketing and storytelling should be the focus of this to build emotional connections. 

The most effective way to reach millennials is through social media, blogs, and podcasts. Messages should prioritise experiences, sustainability, and innovation to reflect the values of this generation.  

Interactive and personalised content is crucial as millennials want to connect with brands that take their individual needs and interests into account.  

Best practices for addressing millennials:  

• Mobile-friendly: Responsive websites designed for smartphones and tablets 
• Interactivity: Incorporate live chats and interactive features 
• Personalisation: Individual product or content recommendations 
• Video content: Using platforms like YouTube and TikTok for visual engagement 
• Storytelling: Authentic and emotional stories that convey the values and visions of the brand 
• Influencer marketing: Working with authentic influencers who have a strong connection to this target audience. 

What is Generation Z (1997 – 2012)? 

Generation Z is the first generation to have grown up entirely in a digital world. This generation is characterised by their multitasking skills and a strong online presence.  

Gen Z are digital natives who consume content quickly and prefer visual and interactive formats. Their purchasing decisions are heavily influenced by social media and influencers. 

Generation Z approach to websites and social media  

To reach Generation Z, you should use platforms like TikTok, Instagram, and YouTube as they are among the preferred media channels of this generation. Creative, visual and, above all, authentic content is particularly effective. The approach should be aimed at community building and influencer marketing to build a genuine connection with your Gen Z audience.  

Feel free to look at our videos on Youtube or our Instagram profile – we are sure that you will find a lot of interesting and amusing things about one.com there.  

Websites for Gen Z need to be fast, visually appealing, and mobile-optimised. Content such as short videos, GIFs, and animations are particularly impactful. In addition, they expect interactivity, for example in the form of quizzes or voting. Intuitive navigation and instant loading times are important, as this generation has no patience for long waiting times.  

What is Generation Alpha (2013 – approx. 2025)?  

Generation Alpha includes the youngest consumers who are shaped by technologies such as artificial intelligence (AI) and augmented reality (AR). This generation is heavily influenced by their parents’ buying decisions and is growing up in a world where digital technologies are everywhere. 

Reaching Gen Alpha on websites and social media  

Generation Alpha is often approached indirectly via their parents, platforms such as Instagram and Facebook are well suited for this, while child-friendly platforms such as YouTube Kids can be used for direct address. Messages should address topics such as education, entertainment, and safety to appeal to both children and their parents. Brands that promise to have a positive impact on children’s development can build long-term loyalty. 

Websites and apps directly for Generation Alpha should be designed to be interactive, playful and entertaining.  

So, now we know quite a lot about the individual generations, where we can best reach them and how we should address them as much as possible. But of course, we also must ask ourselves a crucial question, which we will cover in our next section.  

Is segmenting by age group still relevant?  

Looking at generations still offers valuable insights into the target groups. However, the focus on generations can lead to generalisations that ignore the individual needs of individual consumers. Instead, psychographic characteristics such as interests, values and lifestyles can also be used as complementary or alternative criteria to reflect diversity within each generation. 

For websites, blogs and online shops, this means that content should be more personalised. Tools such as AI-powered recommendation algorithms and dynamic content can help address specific interests. In social media, brands could rely on psychographic segmentation to develop more targeted campaigns. 

We have selected specific examples of how websites, blogs and online shops can implement personalised content: 

Websites that use personalised content 

• Netflix uses AI-supported recommendation algorithms to suggest films and series based on the user’s previous viewing behaviour and ratings.  
• Amazon dynamically adapts the home pages and product lists to the user’s preferences, e.g. by making suggestions such as ‘Similar items that might interest you’.  
• Spotify’s ‘Discover Weekly’ mix offers personalised playlists based on listening behaviour, analysed by AI. 

Blogs that use personalised content 

• HubSpot Blog customises content based on the visitor’s industry or interests. For example, marketing professionals receive articles on SEO, while sales experts are shown content on lead generation.  
• Medium suggests articles based on the user’s previous reading habits, favourite topics and interactions (e.g. likes).  
• Food52 provides recipe recommendations on the blog page based on the user’s earlier searches or seasonal preferences (e.g. winter recipes). 

Online shops that use personalised content 

• Zalando offers personalised product suggestions based on recent purchases, clear categories or saved sizes. In addition, garments are displayed in a ‘mix & match’ style to match items already bought.  
• Shopify shops use integrated AI tools such as ‘ReConvert’ or ‘Bold Upsell’ to present targeted upselling and cross-selling opportunities based on customer behaviour.  

As you can see, there are countless ways in which you can use personalised content to create more targeted user experiences and increase engagement and conversions.  

And did you know that you can create an amazing website without any coding knowledge? With one.com’s website builder, you can choose from countless templates and easily customise them to your needs. You can also use our AI assistants to quickly select images and write website text. Learn more about the website builder here. 

Tip: To ensure that your website is open and inclusive to all people – no matter what generation they belong to – you should make your website accessible. You can find out more about this topic here: Web accessibility – what is it? 

Generations in marketing 

The analysis of generations offers valuable insights into target groups but must be combined with other approaches to map the diversity of consumers. Brands that develop a deep understanding of the individual needs of their target audiences can implement more effective and sustainable marketing strategies.  

You can read how you can use integrated communication in the best possible way across multiple channels for your online marketing and what advantages this offers for you and your business in our article on integrated marketing communication. 

We hope this guide will help you strategically adapt your marketing approach and make it future-oriented.