Cross-generational marketing strategies
Baby Boomers
Generation X
#1
Health and wellness focus
1
Develop products that address specific health concerns for each generation
2
Emphasize active aging and holistic wellness approaches
3
Incorporate functional ingredients that support cognitive health, immune function, and energy levels
CASE STUDY
Nestlé Yi Yang Milk Powder
Nestlé developed Yi Yang Milk Powder specifically for 45+ consumers, focusing on bone health. This product caters to both Boomers' and Gen X's increasing interest in functional foods for healthy aging.
#2
Digital engagement
1
Tailor social media strategies to platform preferences of each generation.
2
Create age-appropriate content that resonates with each cohort.
3
Leverage video content, particularly on Facebook and YouTube, to drive engagement.
CASE STUDY
Budweiser Canada
Budweiser Canada's campaign aimed to inspire male Gen Xers to reconnect with friends, addressing the "male friendship recession." The campaign used social media platforms popular among Gen X to promote social connections
#3
Financial considerations
1
Address financial pressures through value-oriented messaging.
2
Offer discounts and loyalty rewards
3
Provide educational content on financial planning and retirement strategies.
CASE STUDY
Home Equity Bank
Home Equity Bank developed products specifically for older homeowners, recognizing Boomers' need for financial flexibility in retirement. Their marketing emphasizes how home equity can be leveraged to maintain lifestyle and manage unexpected expenses.
#4
Authenticity and representation
1
Use age-appropriate models and influencers in marketing campaigns.
2
Avoid stereotyping and embrace diverse representations of each generation.
3
Emphasize real-life experiences and testimonials in marketing communications.
CASE STUDY
Dove 'Beauty Never Gets Old'
Dove's campaign celebrated the longevity of its iconic beauty bar (introduced in 1957) while featuring diverse, age-positive representations of beauty. This approach resonated with both Boomers and Gen X by challenging age-related stereotypes.
#5
Product development
1
Innovate products that cater to changing needs and preferences.
2
Consider packaging and formulation adaptations for ease of use.
3
Develop multi-functional products that address multiple concerns simultaneously.
#6
Customer experience
1
Balance digital and in-person experiences to cater to varying preferences.
2
Provide excellent customer service with options for human interaction.
3
Create seamless omnichannel experiences that cater to both tech-savvy and traditional consumers.