Marketing To A Multigenerational Audience

From Baby Boomers who remember life before the internet to digital natives - Gen Z, the stakes have never been higher as a one-size-fits-all approach is no longer feasible in today's diverse marketplace.

Brands are adapting, embracing innovation and tailoring their strategies to connect with diverse age demographics, maximising their reach and impact.

Decoding Generational Nuances

Recognising the differences between generations is the first step in crafting effective marketing campaigns. While boomers value loyalty, trust brand reputation, preferring traditional media while slowly adopting digital; millennials prioritise transparency, convenience, instant information access whereas Gen Z crave authenticity and real-time interaction. 

“Each generation - Baby Boomers, Generation X, Millennials and Generation Z, exhibits unique preferences and behaviours that demand a customised approach”, asserts Rahul Talwar, Chief Marketing Officer at Max Life Insurance. 

He cites Max Life’s partnerships and campaigns as examples of catering to diverse audience subsets. By enlisting cricketer Rohit Sharma and his spouse Ritika Sajdeh as brand ambassadors, the company aims to build trust in a competitive market. Their digital-first collaboration with Humans of Bombay showcases stories of trust through the #AmbassadorOfBharosa campaign. Additionally, they partnered with Yuvaa for a multi-part video series focused on financial empowerment, primarily targeting Gen Z.

“Gen Z values digital engagement, authenticity and social causes, engaging on platforms like TikTok. Millennials prioritise convenience, personalised experiences and loyalty built through relevant messaging. Gen X appreciates practicality and detailed information, responding to a mix of traditional and digital media, while Boomers prefer traditional media with clear, value-driven messaging,” explains Varun Gupta, Head, D2C Business (B2C Sales and Marketing), Hero Vired. 

Striking the Right Balance

In a fragmented market, brands need to strike a delicate balance between traditional and digital platforms to reach diverse age groups effectively. The seismic shift towards digital necessitates a balanced approach, integrating online and offline marketing efforts.

Karan Dua, Head of Brand Marketing at OPPO India emphasises the importance of understanding consumption patterns and touchpoints for different generations. “Being aware of our consumer’s consumption patterns, preferences and touchpoints for marketers is very important. Aim to be where your audience is and communicate with them there”, he advises.

Gupta echoes the sentiment stating, “Balancing online and offline marketing is essential to engage diverse age groups. Digital platforms attract younger audiences, while traditional media connects with older demographics, creating a cohesive strategy that maximises reach.”

Dua also underscores the significance of employee knowledge and credibility in communicating with diverse age groups. “Each employee, either sitting in the head office or being on the ground, should be equipped with as much information as needed to communicate the credibility of the product being sold”, he states.

Talwar emphasises the importance of understanding and catering to generational content preferences. He paints a picture of the contrasting preferences, with the mature audience favouring traditional media while the younger cohort thrives on social media and streaming platforms. “We integrate online and offline strategies to maintain consistent messaging across all channels”, he notes.

Embracing DEI

In the era of diversity, equity and inclusion (DEI), marketing campaigns need to resonate with all segments and foster a sense of belonging. 

“Our commitment to inclusivity is key as we address the needs of emerging cohorts increasingly engaged in financial conversations. These groups, such as working women, Generation Z and the LGBTQIA+ community have always been active participants in financial decision-making processes”, Talwar explains.

Dua emphasises the importance of being “mindful and having your ear to the ground” when it comes to DEI. Being emphatic about your marketing is something he believes ensures inclusivity and diversity. 

“Taking inputs and more importantly consumer insights from our community helps us take valuable inputs from consumers from various walks of life which helps us release inclusive marketing campaigns”, he says.

Challenges

Balancing the needs and expectations of diverse age groups is a common challenge faced by marketers, be it with the shift in consumer behaviours, emerging trends or evolving communication preferences.

“The biggest challenge for us is context”, admits Dua. “A north star for us is often our consumers' affinities, building on to that with layers of relevance, pop culture, and something new and innovative is our way to bridging OPPO's products with the needs and expectations of different age groups of our target audience”, he further adds.

Gupta recognises the importance of segmenting the audience based on preferences and behaviours, creating tailored content. “Challenges include staying updated with younger audiences and maintaining relevance with older, less digitally savvy groups”, he concludes.

Reema Bhaduri

BW Reporters The author is the Editorial Lead at BW Businessworld. Majorly writes on marketing, advertising, experiential marketing and retail. She closely looks upon the vertical of BW Marketing World and BW Retail World.