In the world of marketing, the planning process has become tougher, due largely to the presence of four generational types in the marketplace. The challenge that faces marketers is how to communicate with these varying classes and be effective and efficient in bringing home your core ideas or identified key messages. An understanding of their unique psyches and generational perspectives is critical in determining what actions to take, which messages to project, and what approaches to use.
The generational puzzle affects workplace relationship, the design of your plans, and the way you run the business overall. Given the array of markets to target, the pressing issue is how you communicate with customers who may be classified as matures, boomers, Gen-Xers or Millennials. In this situation, the same basic communication principle applies — know where each group stands. It behooves you to have a high level of familiarity with their values, views, and characteristics. This will allow you to craft selling propositions that will bring them closer to your company, product or service. Volumes of research studies and articles have been written about the subject. Here are some essential profiles applicable in the Philippine market today that can help marketers and communicators alike in their respective planning process.
Boomers Keep Booming
Boomers are those born between 1946 and 1964. They are optimistic consumers who value a strong work ethic, individual development, team spirit, group attachment and cheerfulness. They consider recognition in front of peers the best reward for their performance, and love to be acknowledged for the legacy they are leaving behind.
Boomers are beginning to enter the “door of retirement.” They are starting to budge in the way they think and feel about themselves and their own bequests. With these givens, you must know their particular “hunger” if you have to craft messages that will generate great bonding. Your words, visuals and actions must make them believe that whatever it is you are offering will help them leave a legacy.
Boomers follow the old school. They may use technology joyfully or resentfully, but as a whole they look at it as something to augment the old style of doing things, not replace it. You must recognize that this group thrives on a proven history of success. If you must “tech-sell,” your excitement about what is new must not imply a disdain for what is conservative. The better way is to focus on how your bid will enhance what they have been used to.
Blog With Gen X
Generation Xers are those born between 1965 and 1979. They are raised in a world that seems to be crumbling. They have an extreme tendency to question authority and maintain a sustained level of skepticism. They are not easily daunted and want to know the nitty-gritty before making a decision. Gen-Xers value balance, diversity, global thinking, informality and self-reliance. In the workplace, time off with pay is a just reward.
As marketers, you must understand that Gen-Xers take nothing at face value and will seek out their own dossier and orientation. With his realization, you can look at marketing as an introduction that brings them to more data. To them, honesty is unexpected yet highly treasured. They are distrustful, and the best way to address their distrust is to poke self-deprecating fun at it. Gen-Xers can laugh at themselves and can appreciate your direct approach, if done well. Be careful not to disparage the choices they make, but you may question the contemptuous way they see the world.
Peer-to-peer testimonials influence their decisions. In the age of social networking, this bunch originated Internet reviews, blogs and buyer reactions of online merchants. They are not going to simply believe or take — hook, line and sinker — whatever it is you are selling or advertising. They will check and countercheck what other people say before taking any action.
Rising Above The Clutter
The Millennials, otherwise known as Generation Y, are those born between 1980 and 2000. In marketing, this target-market cluster is classified as both direct consumers and influencers. Civic duty, volunteerism, multiplicity, self-assurance, warmth and personal safety top their list of values, while new gadgets (the latest cell phone and MP3 players and the like) or a simple gift card is their best reward. They like to be honored verbally by recognizing how their contributions helped make this world a better place.
Millennials desire to rise above the clutter. From a marketing view, this means they want the same things their friends have as long as they can edit, modify, and blend elements to make it their own. Successful Millennial brands (Crocs, iPod, Jibbitz) have given this group a way to express their individuality. They are unbelievably full of life and on the go. Thus, communications to them must include a dynamic call to action, giving them a sense of being part of something big and relevant.
‘Tech’ To Me
Those born from 2000 onwards have not been officially labeled, although some books and articles call them Generation Z or the Media Generation. This set is, and will continue to be, an age band that will be raised on technology and the non-stop, fast development in this area. Only time can tell how and what values and events will shape their actions and beliefs.
In today’s intergenerational communication processes, marketers must be in close touch with each cluster’s personality makeup and perspective. The fundamental rules of communication may change, but the basic rule of marketing remains constant — be familiar with your markets, their value system, motivations, interests, and attitudes. The demand for great communication will always be there if you want to remain competitive in the marketplace. Just keep in mind that people of whatever generation want to move up in their lives and careers, be consulted and listened to.
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E-mail bongo@vasia.com or bong_osorio@abs-cbn.com for comments, questions or suggestions. Thank you for communicating.