This is my take on Generational Marketing , based on USA and EU data, and it's application in positioning, marketing and segmentation. This presentation was meant for internal training and borrows content available on the internet. I do not claim any ownership of the material included in this presentation.

1. GENERATIONAL MARKETING 101
An approach to creating more meaningful and effective communication for specific age groups
FOR INTERNAL USE ONLY
Data gathered from online sources. Broadly indicative of the developed world. Illustrations created by Freepik.
BABY BOOMERS GEN X MILLENNIAL GEN Z

2. THE DEMOGRAPHIC COHORTS
Groups of subjects who share defining characteristics over a selected time period
FOR INTERNAL USE ONLY
Conflicting information exists regarding the date ranges for each generation. Timeline depicted here is for indicative purposes only.
BABY BOOMERS
1945
GEN X
1965
MILLENNIAL
1980
GEN Z
2000
Were a result of the post-World
War II baby boom.
“X” is an unknown variable or
to a desire not to be defined.
Many of them graduated high school
at the turn of the millennium.
In alphabetical order, as they
followed Gen Y (or Millennials).

3. AKA
Other names, monikers and sub-segments
FOR INTERNAL USE ONLY
BABY BOOMERS GEN X MILLENNIAL GEN Z
• GENERATION JONES
• ALPHA BOOMERS
• HIPPIES
• YUPPIES
• MTV GENERATION
• LATCH-KEY KIDS
• LOST GENERATION
• JILTED GENERATION
• GEN Y
• ME ME ME GENERATION
• GEN NEXT
• GEN WE
• POST-MILLENNIALS
• PLURALS
• LINKSTERS
• iGEN

4. KEY EVENTS & INFLUENCES
That shaped their values and personality
FOR INTERNAL USE ONLY
Events not listed in chronological order and may span across generations.
BABY BOOMERS GEN X MILLENNIAL GEN Z
• THE COLD WAR
• ASSASSINATIONS OF JFK &
• MLK JR.
• MOON LANDING
• VIETNAM WAR
• ROCK-N-ROLL MUSIC
• OIL CRISIS
• CIVIL RIGHTS MOVEMENT
• INCREASE IN DIVORCE RATES
• WOMEN EMPOWERMENT
• ENERGY CRISIS, UNEMPLOYMENT
• FALL OF THE BERLIN WALL
• BIRTH CONTROL PILL, HIV
• COMPUTERS & THE INTERNET
• TERRORISM, 9/11
• OPERATION DESERT STORM
• STARTUPS
• BROADBAND, SMART PHONES,
GOOGLE
• CONSUMERISM
• 9/11 & THE GREAT RECESSION
• WOMEN EMPOWERMENT
• ENVIRONMENTAL AWARENESS
• STUDENT DEBT & UNEMPLOYMENT
• STARTUPS
• SOCIAL MEDIA, SELFIES
• THE GREAT RECESSION
• GADGETS, GAME CONSOLES, WEARABLES
• GLOBAL TERRORISM & THREAT OF WAR
• STUDENT DEBT & UNEMPLOYMENT
• INTERRACIAL, SAME-SEX MARRIAGES
• MARIJUANA LEGALIZATION
• STARTUPS

5. PERSONALITY TRAITS
As a result of world events and influences
FOR INTERNAL USE ONLY
BABY BOOMERS GEN X MILLENNIAL GEN Z
BELIEVE THEY CAN CHANGE THE WORLD.
ATTRACTED TO MIDLIFE CRISIS PRODUCTS.
ROCK-N-ROLL MUSIC IS AN EXPRESSION OF
IDENTITY. EXPERIMENTAL, INDIVIDUALISTIC,
FREE SPIRITED. SOCIAL CAUSE ORIENTED.
LESS OPTIMISTIC, DISTRUST OF GOVERNMENT
AND GENERAL CYNICISM. CONFIDENT,
INDEPENDENT AND SELF-RELIANT. ANTI-WAR,
BELIEVE IN EQUAL RIGHTS AND OPPORTUNITIES.
SLACKERS, CYNICAL, ALIENATED DUE TO LACK OF
PARENTAL SUPERVISION. INDEPENDENT, ACTIVE,
HAPPY AND ACHIEVING A WORK-LIFE
BALANCE. SELF-INVOLVED, AIMLESS, RELUCTANT
TO GROW UP, DISDAINFUL OF EARNEST ACTION
BUT FUN. APATHETIC, PRAGMATIC, SELF-
CONFIDENT AND OPTIMISITIC. HIGHEST
BRAND LOYALTY. OPEN TO DIVERSITY. RESILIENT.
DISPLAY ‘STEALTH-FIGHTER’ PARENTING TRAITS.
SOCIAL-CAUSE ORIENTED.
LIBERAL APPROACH TO POLITICS, ECONOMICS &
CULTURES. OPEN TO CHANGE. STRONG SENSE
OF COMMUNITY. DEEP DESIRE TO MAKE
THE WORLD A BETTER PLACE. STRONG
SENSE OF ENTITLEMENT, NARCISSISTIC,
ATTENTION-SEEKING, DEFENSIVE. CONFIDENT,
TOLERANT, PRAGMATIC IDEALISM.
DETACHED FROM INSTITUTIONS AND NETWORKED
WITH FRIENDS.
FEELING OF UNSETTLEMENT AND
INSECURITY DUE TO THE GREAT RECESSION.
TAKE MULTI-TASKING TO A NEW LEVEL.
RISK-AVERSE. INDEPENDENT. STAY LOYAL
TO BRANDS. LOW TEEN PREGNANCY RATES,
LESS SUBSTANCE ABUSE. EAGER TO BE
INVOLVED IN THEIR COMMUNITY AND
THEIR FUTURES. SOCIAL CONSCIOUSNESS, VERY
LIBERAL & OPEN-MINDED, COMPASSIONATE,
THOUGHTFUL, CURIOUS AND DETERMINED.

6. WORKPLACE ATTITUDE
General approach towards career and future goals
FOR INTERNAL USE ONLY
BABY BOOMERS GEN X MILLENNIAL GEN Z
WORKAHOLICS. RELISH LONG WORK WEEKS.
MOTIVATED BY POSITION, PERKS, AND
PRESTIGE. CRITICIZE YOUNGER GENERATIONS FOR
A LACK OF WORK ETHIC AND COMMITMENT. QUESTION
AUTHORITY AND CHALLENGE THE STATUS QUO.
CLEVER, RESOURCEFUL & GOAL-ORIENTED. STRIVE
TO WIN. ARE IN A STATE OF DENIAL
REGARDING THEIR OWN AGING AND ARE
DELAYING THEIR RETIREMENT.
ENTREPRENEURIAL TENDENCIES. TECH SAVVY,
INDEPENDENT, RESOURCEFUL,
ADAPTABLE AND RESILIENT. SKEPTICAL OF
AUTHORITY. DESIRE FOR FLEXIBILITY AND
FULFILLMENT AT WORK. ALWAYS SEEKING A
WORK LIFE BALANCE. STRONGEST WORK
ETHIC, MOST HELPFUL, MOST SKILLED, BEST
TROUBLESHOOTERS. PLAN TO WORK PAST
AGE 65 OR DO NOT PLAN TO RETIRE.
LOYALTY, WORK ETHIC, CONFIDENT, TEAM-
ORIENTED, PRESSURED, AND ACHIEVING. FLAT
CORPORATE CULTURE. SEEK WORK-LIFE
BALANCE. SOCIAL CONSCIOUSNESS.
DIVERSE WORKPLACE. STABILITY, JOB
SATISFACTION AND COMPENSATION. SEEK
A CREATIVE OUTLET AND DESIRE
IMMEDIATE FEEDBACK. SWITCH JOBS
FREQUENTLY. SHOW ENTREPRENEURSHIP.
MULTI-TASKING, HELPFUL, ACCEPTANCE OF
NEW IDEAS, WELL PREPARED FOR A GLOBAL
WORKPLACE. SEEK MORE THAN JUST A
JOB. THEY WANT A FEELING OF FULFILLMENT
AND EXCITEMENT IN THEIR JOB THAT HELPS
MOVE THE WORLD FORWARD. PREFER
CORPORATE OFFICES. ASPIRE TO BE A
LEADER. SEEK FLEXIBILITY, HEALTHCARE
COVERAGE AND TRAINING. DISPLAY
ENTREPRENEURIAL DESIRE.

7. FINANCIAL HEALTH & OUTLOOK
Wealth, income and general approach to saving and investing
FOR INTERNAL USE ONLY
Data reflects US markets only. Source: danschawbel.com
BABY BOOMERS GEN X MILLENNIAL GEN Z
• 70% OF THE DISPOSABLE INCOME
• 80% OF ALL LUXURY TRAVEL SPEND
• 45% HAVE NO RETIREMENT
• SAVINGS
• 65% TURN TO A FINANCIAL
• ADVISOR FOR INVESTMENT TIPS
• OVER 30% WOULD PASS ON THEIR
INHERITANCE TO CHARITIES THAN
TO THEIR CHILDREN
• 50% ARE HOME OWNERS
• 36% ARE LIKELY TO DIP INTO THEIR
RETIREMENT SAVINGS
• 48% HAVE A RETIREMENT SAVINGS
PLAN
• 49% OWN A MUTUAL FUND
• 46% DELEGATE INVESTMENT
DECISION-MAKING TO THEIR
FINANCIAL ADVISOR
• $1 TRILLION IN STUDENT DEBT
• ONLY 60% HAVE JOBS
• 54% WANT TO START A BUSINESS
• 46% COUNT ON SOCIAL MEDIA
WHEN BUYING ONLINE
• 57% WILL CHANGE FINANCIAL
ADVISORS FOR A TECH SETTING
• 61% WANT VIDEO MEETINGS WITH
ADVISORS
• RECEIVE $16.90 PER WEEK IN
ALLOWANCE
• 93% OF THEIR PARENTS SAY THEY
INFLUENCE SPENDING DECISIONS
• 57% WOULD RATHER SAVE MONEY
THAN SPEND IT
• BUYING A CAR, PAYING FOR
EDUCATION & BUYING A HOUSE ARE
THEIR TOP 3 FINANCIAL GOALS

8. AS CONSUMERS
Media consumption habits & influencers on purchase decisions
FOR INTERNAL USE ONLY
Data reflects US markets only. Source: danschawbel.com
BABY BOOMERS GEN X MILLENNIAL GEN Z
• 59% READ NEWSPAPERS AND
MAGAZINES FOR CONSUMER
PRODUCT SEARCH
• SPEND THE MOST ACROSS ALL
PRODUCT CATEGORIES BUT ARE
TARGETED BY JUST 5-10% OF
MARKETING
• 62% PREFER MAKING PURCHASES
AT THE STORE
• ONLY 19% PREFER ONLINE
• 74% USE INTERNET BANKING
• 72% USE THE INTERNET FOR
PRODUCT RESEARCH
• 81% HAVE MADE PURCHASES
ONLINE
• 62% READ NEWSPAPERS
• 48% LISTEN TO RADIO & READ
MAGAZINES
• 45% WATCH TV ONLINE
• 63% STAY UPDATED ON BRANDS
THROUGH SOCIAL NETWORKS
• 46% RELY ON SOCIAL MEDIA WHEN
BUYING ONLINE
• 55% SHARE BAD EXPERIENCES
• 48% TRUST WORD-OF-MOUTH MORE
THAN TV ADS
• 41% PURCHASE ON THEIR MOBILES
• 32% DON’T LIKE ADVERTISING
• 64% TRUST MOBILE APP CONTENT
AND TEXT MESSAGES FROM BRANDS
• 22% TRUST SOCIAL NETWORK POSTS
BY BRANDS
• 34% WANT BRANDS TO REACH THEM
ON SOCIAL MEDIA, 33% BY EMAIL,
28% BY ONLINE ADS, 13% BY POST
• 27% WANT ADVERTISING TO INCLUDE
CELEBRITIES OR ATHLETES

9. SOCIAL MEDIA
Usage statistics
FOR INTERNAL USE ONLY
Data reflects US markets only. Source: personalmoneyservice.com
BABY BOOMERS GEN X MILLENNIAL GEN Z
• SPEND 27 HRS PER WEEK
ONLINE
• 11+ HRS A WEEK ON FACEBOOK
• 45% AGED 65+ USE FACEBOOK
• 60% AGED 50-64 ARE ON
FACEBOOK
• 13% USE LINKEDIN
• 76% ACCESS SOCIAL MEDIA
• 80% ARE ON FACEBOOK AND
TWITTER, BUT ONLY HALF ARE
ACTIVE USERS
• 68% MAKE PURCHASE
DECISIONS BASED ON REVIEWS
• SPEND 8 HOURS A DAY ONLINE
• 70% USE FACEBOOK
• 63% WATCH VIDEOS ON
YOUTUBE
• WOMEN SPEND MORE TIME ON
FACEBOOK, MEN USE YOUTUBE
MORE
• 50% USE INSTAGRAM
• 26% USE FACEBOOK
• 23% USE SNAPCHAT
• 8 SECONDS IS THEIR AVERAGE
ATTENTION SPAN

10. COMMUNICATION STRATEGIES
List of dos and don’ts to engage with and appeal to generational sensibilities
FOR INTERNAL USE ONLY
Source: AIG report on Generational Marketing Tactics, ideasindigital.com, mayecreate.com, inc.com.
BABY BOOMERS GEN X MILLENNIAL GEN Z
• SHOW OPTIMISM
• FEATURE BRAND NAMES
• IN PERSON INTERACTION
• FOCUS ON CUSTOMER SERVICE
• PROVIDE A SENSE OF TEAMWORK
• OFFER CUSTOMIZED SOLUTIONS
• DON’T MAKE THEM FEEL OLD
• BE DIRECT & KEEP YOUR PROMISES
• JUST THE FACTS WITH FULL DISCLOSURE
• DO NOT USE AN AUTHORITATIVE TONE
• BE AUTHENTIC
• PROVIDE PROOF OF ACCOMPLISHMENTS
• FOCUS ON REVIEWS, RATINGS &
REFERRALS
• PROVIDE SHORT-TERM SOLUTIONS
ALONG WITH LONG-TERM
• GO ONLINE & USE SOCIAL MEDIA
• MAKE IT QUICK AND EASY
• BE GENUINE & UPFRONT
• DON’T FAKE WHO YOU ARE, BE YOURSELF
• OFFER INSTANT ACCESS
• OFFER INSTANT GRATIFICATION AND GIVE
AWAY FREEBIES
• GO HIGH TECH AND ENGAGE THROUGH
SOCIAL MEDIA
• DO NOT DISCRIMINATE
• COMMUNICATE ACROSS MULTIPLE
PLATFORMS
• CONNECT THROUGH VISUALS - IMAGES.
SYMBOLS, EMOJIS OR VIDEOS
• BITE-SIZED CONTENT
• APPEAL TO THEIR DIVERSITY
• DON’T TALK DOWN, TREAT THEM AS ADULTS
• FEED THEIR CURIOSITY
• GO HI-TECH TO CAPTURE THEIR ATTENTION

11. CELEBRITIES
Famous people from each generation
FOR INTERNAL USE ONLY
BABY BOOMERS GEN X MILLENNIAL GEN Z
• STEVE JOBS
• BILL GATES
• SYLVESTER STALLONE
• BONO
• BARACK OBAMA
• MICHAEL JORDAN
• MADONNA
• TOM HANKS
• WILL SMITH
• GORDON RAMSAY
• DAVID BECKHAM
• KURT COBAIN
• UMA THURMAN
• EMINEM
• JENNIFER ANISTON
• CRISTIANO ROLANDO
• MARK ZUCKERBERG
• SERENA WILLIAMS
• TAYLOR SWIFT
• LEBRON JAMES
• BEYONCE KNOWLES
• JUSTIN BIEBER
• USAIN BOLT
• MILEY CYRUS
• MALALA YOUSUFZAI
• SELAH MARLEY
• MILLIE BOBBIE BROWN
• TYLER LAMBERT
• HAILEE STEINFELD
• SURI CRUISE
• BLUE IVY CARTER
• APPLE MARTIN

12. POSITIONING
People don’t buy your product. They buy better versions of themselves.
FOR INTERNAL USE ONLY
Source: useronboard.com
POTENTIAL
CUSTOMER
YOUR
PRODUCT
AWESOME PERSON
WHO CAN DO RAD SHIT!

13. POSITIONING
People don’t buy your product. They buy better versions of themselves.
FOR INTERNAL USE ONLY
Source: useronboard.com
POTENTIAL
CUSTOMER
YOUR
PRODUCT
AWESOME PERSON
WHO CAN DO RAD SHIT!
This isn’t what your business sells This is!

14. BEST GLOBAL BRANDS
2016 Interbrand Survey
FOR INTERNAL USE ONLY
Source: interbrand.com
BEST GLOBAL BRANDS
ACROSS ALL CATEGORIES
FINANCIAL SERVICES
BRANDS IN THE TOP 100

15. ADVERTISING EXAMPLES
Can you guess which demographics this speaks to?
FOR INTERNAL USE ONLY

16. ADVERTISING EXAMPLES
Can you guess which demographics this speaks to?
FOR INTERNAL USE ONLY
BABY BOOMERS
• ROCK AND ROLL MUSIC
• LESS OPTIMISTIC
• GENERAL CYNICISM
• BELIEVES THAT GENERATION X AND
GENERATION Y SHOULD PAY THEIR
DUES
• MAY CRITICIZE YOUNGER
GENERATIONS FOR A LACK OF WORK
ETHIC AND COMMITMENT TO THE
WORKPLACE
• 45% HAVE NO RETIREMENT
• SAVINGS

17. ADVERTISING EXAMPLES
Can you guess which demographics this speaks to?
FOR INTERNAL USE ONLY

18. ADVERTISING EXAMPLES
Can you guess which demographics this speaks to?
FOR INTERNAL USE ONLY
• FIRST CHILDREN TO HAVE ACCESS
TO ARCADE GAMES & COMPUTERS
• AIMLESS
• RELUCTANT TO GROW UP
• ONLY 48% HAVE A RETIREMENT
SAVINGS PLAN AND PRONE TO DIP
INTO IT
• DISDAINFUL OF EARNEST ACTION
BUT FUN
GEN X

19. ADVERTISING EXAMPLES
Can you guess which demographics this speaks to?
FOR INTERNAL USE ONLY

20. ADVERTISING EXAMPLES
Can you guess which demographics this speaks to?
FOR INTERNAL USE ONLY
• STRONG SENSE OF ENTITLEMENT,
• NARCISSISTIC
• ATTENTION-SEEKING
• NETWORKED WITH FRIENDS
• CONNECTED
• CONSUMERIST LIFESTYLE
• OPEN TO CHANGE
MILLENNIALS

21. ADVERTISING EXAMPLES
Can you guess which demographics this speaks to?
FOR INTERNAL USE ONLY

22. ADVERTISING EXAMPLES
Can you guess which demographics this speaks to?
FOR INTERNAL USE ONLY
• THEY SEEK MORE THAN JUST A JOB/
EDUCATION
• THEY WANT A FEELING OF
FULFILLMENT AND EXCITEMENT IN
THEIR JOB / EDUCATION THAT HELPS
MOVE THE WORLD FORWARD
• EAGER TO BE INVOLVED IN THEIR
COMMUNITY AND THEIR FUTURES
• ALL ABOUT THE GADGETS
• SOCIAL CAUSES
GEN Z

23. FOR INTERNAL USE ONLY