So you’ve followed our bread crumb trail all the way here.
We knew you were savvy.
Need to Know:
Baby Boomers 1945 – 1965
Snapshot
—Fastest growing generation on social media.
—Accidental misinformation spreaders: believe what they hear / see / read and will take most information at face value.
—Working later into their lives and disrupting what retirement looks like.
Considerations
—Active sharers: motivated by passing on their knowledge and experience, and showing off to their networks.
—Value contributing to a wider experience, especially when framed as expert or exclusive.
—Fear of irrelevance: fundamentally invested in staying in touch.
Need to Know:
Generational X1966 – 1980
Snapshot
—Formative years established through tactile play, and the last generation to grow up without a personal communications device.
—Hybrid-comfortable lifestyle: least likely to sacrifice on flexible working.
—The first generation to experience two working parents and increasing divorce rates.
Considerations
—Drawn to nostalgia and trends from their teenage years.
—Value stability and security.
—The most cynical generation: a clear value proposition needed to convince them event attendance is worth it.
Need to Know:
Millennials 1981 – 1996
Snapshot
—Perfectionists: curated social medias and the first generation to use filters and colour to enhance feeds.
—Educated on mass but broke: rely heavily on parents for financial support.
—Possess a ‘whatever it takes’ mentality to get the dream job.
—Parents of Generation Alpha: time, childcare and commitment are big pressure points.
Considerations
—Value travel and new experiences.
—Want to hear and see their values reflected in the brands they are engaging with.
—Understand and use their purchase power wisely.
—Likely to be the generation with the highest drop off rate from registration to attendance, due to time pressures. Dedicated communications strategy and compelling motivation to join needed to address.
Need to Know:
Generation Z 1997-2010
Snapshot
—Value transparency over all else.
—View face-to-face interaction and more importantly, experiences, as premium.
—Expressive and fluid in identity.
—Empathic and emotionally present to their environments but equally disenchanted with the state of the world.
—Facing a mental health crisis.
Considerations
—Want to see difference celebrated by the brands they engage with, and be able to carve out their own identity within that space.
—Digital natives: outdated or clunky technology will immediately disempower them. The death of the event hashtag?
—Need facts reinforced with evidence, action or multiple viewpoints before they accept them.
—Have limited purchase power but use their social media influence as currency.
And for the brave few who want more:
