How to Market to Different Generations: A Gen Z Perspective
An ad agency marketing intern shares what he learned about different audience age groups.
Starting out in a marketing office, I quickly realized that not everyone thinks like me—or scrolls like me. What gets my friends to click has zero effect on someone like my boss’s boss… or their mom.
At first, it felt strange trying to “understand” people based on when they were born. But the more I sat in on strategy sessions, the clearer it became: different generations really do expect totally different things from brands. What catches your eye in a TikTok scroll might be ignored in a Facebook feed—or laughed off entirely by someone who still trusts commercials. This isn’t about stereotypes—it’s about reading the room. And if you’re in marketing, that room spans multiple decades.
To connect with everyone from the Silent Generation to Gen Z, you can’t rely on one-size-fits-all. You’ve got to speak the right language, on the right platform, in the right tone—without faking it. Because if there’s one thing every generation shares, it’s a nose for inauthenticity. And trust me, they’ll sniff it out fast.
Okay, Marketing to Your Grandparents and Gen Z… Why Is This Even a Thing?
Honestly, who decided generations need labels? Like, are we just assigning everyone a personality based on when their parents decided to have sex? But apparently, it matters—a lot. Especially if you’re in marketing and trying to figure out why your email blast about NFTs got zero clicks from people who still use AOL.
So yeah, marketing to your grandmother, Gen X, Millennials, and Gen Z—apparently it’s more than TikTok dances and newspaper ads. It’s strategy. Or at least it’s supposed to be.
I’m interning at Overit this summer, and during a team conversation, we started talking about how the same message can land completely differently depending on who you’re talking to. We started digging into how and why that matters, and someone said, “write a blog post about it.” So here I am.
How to Market to Your Baby Boomer Grandmother Without Getting Blocked
Let’s start with the classic: the matriarch. Silent Generation stalwart. The one who still writes checks at the grocery store and probably has a folder full of coupon clippings. She’s loyal. She remembers brands. She still watches the 6 o’clock news and has a landline phone that actually rings. Respect it.
If your grandma still calls you asking how to reset her email password, congrats—you understand this demo. You’re not going to win her over with some 27-year-old influencer screaming into a front-facing camera. She doesn’t want you to “go viral.” She wants to know if your product works, if you’ll answer the phone when she calls, and if she can trust you.
Tip: Be clear. Be honest. Don’t try to sell her crypto through a Facebook ad.
Marketing to Gen X: The Skeptics Who Invented Eye Rolls
These folks are the middle children of the generational mess—overlooked, underappreciated, and somehow still running half the country. They grew up with cassette tapes, survived dial-up, and probably still know their childhood best friend’s home phone number. That’s grit.
They don’t fall for fluff. They want straight-up info, no BS, and maybe a little sarcasm (because I’m pretty sure they invented it). If your ad tries too hard, they’ll roll their eyes so hard it echoes. Give them facts. Show them value. And don’t assume they can’t navigate tech—they were hacking Napster before you knew how to use the internet.
There’s a certain no-nonsense energy I’ve always respected in Gen X. I’ve worked with a few folks in this group who could cut through a two-hour meeting in five minutes flat. They don’t dress it up, don’t over-explain—they just get to the point, and usually they’re right. It’s not that they’re cynical; they’ve just seen a lot. So if you’re marketing to them, skip the flash. Don’t try to “relate,” just be real. They’ll catch the tone instantly. And if they trust you? You’ve probably got a customer for life.
Tip: Keep it concise and respect their time. Give them the facts up front, skip the fluff, and let them decide if they want to dig deeper. If you can’t explain it without a slideshow, you’ve already lost them.
Marketing to Millennials: The Digital Dreamers
Ah, the avocado-toast generation. Everyone loves to hate them—until they need a logo redesigned or a curated playlist for a dinner party. Millennials are deeply online, but they’re also weirdly nostalgic for anything analog. They care about experiences, vibes, social good, and whether your brand aligns with their personal identity.
Don’t fake it. They’ll know. Talk about wellness, sustainability, tech—but only if you actually mean it. If you’re an oil company rebranding with a sunflower logo, they’ll roast you on Twitter before you even hit “Publish.”
Most of the Millennials I know aren’t easily impressed—they’ve seen trends come and go, watched brands rise and fall, and gotten good at sensing what’s authentic. It’s not just about having a message—it’s whether that message holds up when you dig into it. If something feels performative or off, they’ll notice—and probably call it out. But when a brand actually delivers—on sustainability, ethics, or just good design—they pay attention. And usually, they’ll share it with others. Quiet loyalty, earned.
Tip: Lead with authenticity. Show that your values aren’t just marketing copy—back them up with real actions, results, and transparency. When you prove you mean what you say, Millennials will not only notice, they’ll champion your brand.
How to Market to Gen Z Without Getting Ridiculed
These kids were born with the internet in their bloodstream. They communicate in memes, emojis, and chaotic 12-second videos. And their BS radar? Flawless. They don’t care about your “brand voice” unless it actually has something to say. They want authenticity, entertainment, and maybe a reason to care.
If your ad isn’t cool, real, or funny within the first 1.4 seconds—they’re gone. Make it quick. Make it raw. Make it worth their time.
Honestly, that all tracks for me. If I get hit with an ad that feels forced, overly polished, or like it’s trying too hard to be “relatable,” I scroll right past it. But if it catches me off guard—makes me laugh, hooks me with a weird visual, or just feels real—I’ll actually watch it, maybe even share it. I don’t need a brand to be perfect; I need it to be honest. And I think a lot of people my age feel the same way.
Tip: Skip the polish—go for real, fast, and engaging. Grab attention in the first second with something unexpected, funny, or authentic, and you’ll have a shot at keeping Gen Z from scrolling past.
Why Does Marketing to Different Generations Matter?
Why explore the marketing preferences of different age groups? Because marketing = money. But also because getting this wrong is professionally embarrassing—and even disrespectful to your audience.
Knowing who you’re talking to—really knowing them—makes the difference between a post that lands and a campaign that dies in silence. It’s not about pleasing everyone. It’s about not being tone-deaf.
Yes, there have been times in my life when marketing felt slimy. But now I see that when it’s done right, marketing connects people with products and services that genuinely enhance their lives. It’s not manipulation—it’s relevance.
The real challenge? Doing that authentically across wildly different audiences. Can one product show up in entirely different ways—an emotional story for Boomers, a slick demo for Gen X, a cause-driven campaign for Millennials, a chaotic meme for Gen Z—and still stay true to itself every time? The answer isn’t simple, but it starts with understanding.
Generational marketing isn’t about stereotypes; it’s about perspective. And when brands respect those differences, they earn something rare: trust.
Look, marketing across generations isn’t rocket science. It’s just paying attention. Talk to people like they’re people. Don’t try to be something you’re not. Still think generational marketing is dumb? Cool. But good luck selling that crypto course to Grandma.
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