Talking 'bout Generations - Unlocking the power of generational insights

In today’s fast-evolving world, understanding generational differences is key to building real connections with consumers. Each generation has its own behaviors, values, and preferences, shaping how they interact with brands and make purchasing decisions.

Our Talking ‘bout Generations digital report takes a deep dive into the unique characteristics of four influential cohorts: Baby Boomers, Generation X, Millennials, and Generation Z. Let’s explore some of the key insights that can help brands navigate these generational shifts.

Baby Boomers: The optimistic active agers

Baby Boomers (born 1946–1964) are reshaping what it means to age, prioritizing active lifestyles, self-realization, and lifelong learning. They’re not just looking to live longer—they want to feel healthier, stay engaged, and continue growing. From fitness programs to wellness-focused products, they invest in solutions that help them maintain independence and vitality. And while they didn’t grow up with technology, they’ve embraced it with purpose—using smartphones for banking, shopping, and staying connected, with Facebook and YouTube as favorite platforms.

For brands, the key to reaching this generation lies in authentic messaging that supports their aspirations, avoiding outdated stereotypes and instead celebrating their pursuit of health, knowledge, and active living. Explore more Baby Boomer insights

Case study: Saga Insurance successfully targets the over-50s market by adapting their digital strategy. They offer online services and apps tailored to Boomers' preferences, combining digital convenience with traditional customer service values.

Generation X: The sandwich generation

Generation X (born 1965–1979) is often overlooked in marketing, despite holding significant economic influence. Known as the "sandwich generation," they are balancing careers, children, and aging parents, leading to financial pressures and a strong focus on practicality and value. When it comes to health, they take a holistic approach, showing greater interest in alternative medicine and therapies than other generations. For Gen X women, menopause is a major concern, with 23% (UK) considering leaving their jobs due to symptoms (source), creating a growing demand for supportive health solutions. As savvy consumers, Gen Xers are more likely to research products online before making a purchase, favoring detailed, informative content over flashy sales pitches.

To connect with this generation, brands should prioritize educational content that clearly explains benefits and ingredients, while offering loyalty programs with tangible rewards to appeal to their value-conscious mindset. Explore more Gen X insights

Case study: EasyJet's "Grans Go Free" campaign recognized Gen X's role as the "sandwich generation." The promotion allowed grandparents to travel for free when booking a family holiday, addressing Gen X's desire to balance family responsibilities with leisure.

Millennials: The late achievers

Millennials (born 1980–1996) are a highly influential and tech-savvy generation, but they’ve taken a different path to adulthood—earning them the title of "late achievers." As the most educated generation, they’ve often postponed traditional life milestones like homeownership and parenthood, with many still relying on parental support well into their 30s. They are the first social media generation, optimistic about technology’s role in shaping their lives and seamlessly integrating digital tools into everything from work to shopping. But while they are hyper-connected, they also feel pressed for time—with 45% of European Millennials reporting a very busy lifestyle (source?). Work-life balance is a priority, and they’re even willing to sacrifice salary for well-being. Their busy lives also make them more prone to impulse purchases as a way to cope with stress.

To resonate with Millennials, brands should focus on time-saving solutions, subscription models, and seamless digital experiences—because for this generation, convenience is king. Explore more Millennial insights

Case study: Coors Light's "Cheers to Parenthood" campaign celebrates the often-overlooked moments of parenting, highlighting the humor and resilience required to tackle everyday tasks. By acknowledging the busy, on-the-go lifestyle of Millennial parents, the campaign resonates with those who value work-life balance, offering a refreshing toast to the small but significant victories in the midst of their hectic schedules.

Generation Z: The paradox generation

Born between 1997 and 2009, Generation Z is full of contradictions—highly health-conscious yet drawn to indulgent trends, confident in their digital skills but struggling with self-doubt. Often described as the most stressed generation, with 50% reporting high stress levels and 57% lacking confidence (source), Gen Z craves safety, comfort, and connection in an uncertain world. Their strong focus on mental health and well-being is shaping their lifestyle choices, from prioritizing self-care to embracing trends like "damp drinking"—opting for non-alcoholic alternatives while still enjoying social experiences. At the same time, they seek playful, trend-setting brands that address their mental health concerns while offering novel and shareable experiences.

Digital natives at heart, they expect brands to engage with them through meme culture, gamification, and interactive content, while also valuing customization and authentic partnerships with relatable influencers. The key to winning over Gen Z? Be real, be engaging, and create experiences they actually want to be part of. Explore more Gen Z insights

Case study: In honor of Mental Health Awareness Week, McDonald's removed the smile from its iconic Happy Meal boxes to shine a spotlight on mental health and challenge the culture of toxic positivity. This bold move resonates with Gen Z’s focus on authenticity and mental well-being, encouraging open conversations about the pressures of always having to "be happy" and fostering a more honest, supportive dialogue around mental health.

Why understanding generations matters

The Talking 'bout Generations report sheds light on the diverse and nuanced behaviors of today’s key consumer cohorts. Each generation brings its own distinct set of preferences, values, and expectations, and understanding these differences is crucial for any business or organization aiming to remain relevant and successful.

By catering to the unique needs and values of each generation, businesses can not only enhance their marketing strategies but also build deeper, more meaningful relationships with their audiences.

Explore the full generational insights report online

For an in-depth exploration of each generation’s characteristics, behaviors, and preferences, be sure to visit the full Talking 'bout Generations online report. This interactive analysis will help you gain valuable insights and stay ahead of generational trends shaping the future.