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The Age Demographic:
A Look at Generational Marketing
 You have an interactive website. A catchy tagline. Persuasive sales copy.
But are you doing enough? Do your website visitors feel that you understand them?
Did you know that each generation has a different way of thinking, a different belief system, based on the events that have shaped their lives?
A Look at Four Generations
Here's a brief look at the differences from a marketing standpoint:
The Matures: Ages 63-96. Annual spending: an estimated $20 trillion.
Values: Hard work, self-sacrifice, discipline, team spirit.
Marketing Message: The right celebrity or institution as authority figure can be powerful.- Focus on value and quality. Respect them and you will be rewarded.
The Boomers: Ages 43-62. Annual spending: an estimated $900 billion.
Values: Prize individuality and disdain authority. Seek satisfaction through work. Still think of themselves as young.
Marketing Message: Don't make them feel old. Be optimistic. Focus on benefits like saving time and relaxing. Their kids influence their buying decisions.
Generation X: Ages 29-42. Annual spending: an estimated $125 billion.
Values: Fun-loving and spontaneous. Rely on friends for information and support. Enthusiastic about technology. Don't waste time on anything they find boring.
Marketing Message: Respect them. Don't put them in a box. Be honest. Try humor and irreverence. Use innovative, creative visuals in ads.
Generation Y (also known as Echo Boomers and Millennials): Ages 9-28. Annual spending: an estimated $105 billion.
Values: Heavily influence their parents' buying decisions. TV is a primary influencer. They view marketing with skepticism and don't easily fall for gimmicks or phony pitches.
Marketing Message: Be funny and quirky. Never talk down to them. Use messages crafted to a slightly older audience and ad/commercial models that reflect their ethnic diversity.
Where do the bulk of your customers fit? Are you reaching them with the right message?
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