Generational Marketing

This blog is going to be on generational marketing, which is method of marketing to a specific generation and the way we promote and sell products and services to them. There are a range of different products and services that are available for all generation types. Each of the generation have different types of characteristics about themselves. Promoting products and services to a specific generation can be easily done by the way they may act or speak.

A few generation types are known as :

1. Millennial or generational 2001ers- these are the people that are born after the 1980's

2. Baby busters or generation Xers- these are the ones born between 1965 to 1980

3. Baby boomers- these are the ones born between 1946 to 1964

4. Mature citizens- these are the ones born between 1909 and 1945

As many organisers have a range of products and service. They may chose to promote them to a specific generation, in order to do this they provide the products and service to suit the particular generation type. The lifestyle and social values of specific generations influence their decision on buying certain products and services. in order for the organisers to successfully market to the chosen generation they need to understand the target.

Each generation goes through the same life cycle from when they are born till they are at old age. In order to build brand loyalty marketing agencies find out more about their consumers and the place they have in society quickly.


Age subcultures impacts a the identity of a person and their habits, alongwith their spending. Depending on the way a person is whist growing up and the environment and generation around them. Their spending pattern will have a significant similarity to someone in the same generation group rather than someone in a higher or lower group. People in the similar age group or sharing similar experiences are known as age cohorts. people in the same generation group are potential targets for marketers.

Now I will tell you about one of the generations we have:

The over 50s

Seems like such a boring market doesn’t it, The old people . commonly known as the old age pensioners ( OAP’s). The over 50s may seem like a boring generation but actually they aren’t . although people now days don’t seem to hold the same values and aspirations as the over 50s did in their time. Marketers tend to market products and services to them.

During the years the over 50s have been through they had been through alot:

The great depression in 1932

The world war 2 starting 1939

World war 2 ending 1945

The welfare state 1948

Geroge VI dieing 1952

Commericail TV beginning 1955

Motorway Aid Travel 1958
England wining world cup 1966
Man on the moon 1969
Decimalisation 1971
Brain joining the EU 1973
Frist female prime minster 1979
The Falkland war 1982
Peace in northern Ireland 1998

The over 50s
Marketers have researched on what products and services over 50s used the most therefore directly market those products to them. The 50s don’t really buy lots of things like we do and are interested in things such as gardening and boring things.
The over 50 are likely to buy product that have a brand and that have been around for a long time. Some of the products that they buy and things they commonly attract to are :

Fairy liquid

Domestos original

Andrex

Cussons imperial leather

Birds eye

Domestos

Pledge clean & dust

Bassett’s liquorice allsorts

Mcvities ginger nuts

Beef ox
Health food shops
Poppy day appeal

Clearly you can see that these are well known brand that have been around for a long time. Where there are lots of alternative products out now that people by instead of spending more money on the expensive known brands.
Likewise with household products holidays and leisure spending the over 50s tend to spend on well know brand with full guarantee and quality service.

The over 50 attitutes and values are quite old fashion and may seem quite boring as most of them like staying at home. However they are many that now are quite active. They are also finicaily active and now a days want to stay active and fit looking after their health. They are also very keen to keep up to date with new trends and technology such as the internet.

Today’s Over 50s are a larger, more affluent and more dynamic group than any previous generation. It is important for us not to be blind to the fact that not all over 50s are old un fit and boring. Also many in their different ways the majority are actively seeking to enjoy life, and want to interact with brand and service providers. Therefore this generation can also be marketed in to with ranges of product and services also in the coming years people are becoming more fitter and the over 50s are somewhat wealthier as well.