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Boomers to Zoomers - The Generations Explained - YouTube
Channel: Professor Wolters
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Hey there, fellow marketers.
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Professor Wolters here
and today we're here on
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South Beach in Miami Beach.
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And today what I wanna
talk to you about our
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generational cohorts.
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You're not sure what
generational cohort is.
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Are you a millennial?
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Are you a Zoomer?
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Are you a boomer?
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Yeah, these are
generational cohorts.
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It's kind of like the general
characteristics for people
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born in a certain generation.
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Okay, now these aren't fixed for
every single person, but there
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are some general characteristics
we can see in them.
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And so we, as marketers can
use that to better reach out
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to them, to better tailor our
product offerings, to them, to
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better tailor our communication
strategy with them.
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Okay.
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In this video, I'm just going
to touch on five different
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generational cohorts.
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And to give you a
taste of what they are.
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I'll be doing videos later that
go more into depth into Gen Z
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or Zoomer purchasing habits.
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But this one we're just
gonna give you kind of a
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taste of those generations.
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And so of course, we go with,
you know, age before beauty.
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And so we're gonna
start with the seniors.
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This is people born before 1946.
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So if you're born for
1946, you're probably
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retired by now, right?
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So you're most likely
on a fixed income.
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What does that mean?
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What are we gonna be
focusing our money on, right?
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So limited spending power.
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But what you'll see in seniors
is you will see, they will
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be very brand loyal to the
things they can still afford.
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I think of my grandma, she
was, she would be considered
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a senior kind of one.
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She, I mean, I knew every time
I went to her house, there
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would always be Coca-Cola
and Wonder Bread and then
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everything else was generic.
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Because for her, I gotta
have my Coke and I gotta
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have my Wonder Bread and
I can live with the cheap
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versions of everything else.
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That brand loyalty was there.
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Also seniors tend to
buy American more often.
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So if you said that by America
label, that's gonna influence
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them better than if you don't.
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Now, if you look at their
shopping habits, you'll notice
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that they are not as quick
to adapt new technology.
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I mean, how many of you
have explained to grandma or
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great-grandma, how to take
a picture with their phone
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or, or what the internet is.
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These things do happen, and
you do need to explain that.
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So the slower adoption of
technology will influence how
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I'm gonna advertise to them.
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Maybe I will advertise
to them in the newspaper
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versus a Facebook post.
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And if we're looking at
their actual purchasing,
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you'll notice that they
will deliberate more on the
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purchase, comparing prices,
seeing what's the best deal.
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They're going to be doing that.
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That's why when you go
to the, you know, 4:30
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o'clock buffet, it's full.
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Why?
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Cause it's senior hour
and they have, hey, it's a
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deal to come at this time.
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They will take
advantage of that.
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Because they see, look, why
would I spend more money when I
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can get the same stuff for less.
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They will do that, okay.
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So you have that in
terms of senior stuff.
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Now, of course, this sounds
very stereotypical, but I'm
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trying to give you an overall
idea of what we're trying
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to get from these different
cohorts to understand them.
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Now, our next group
are baby boomers.
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This is basically from 1946, you
know, right after the world war
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II when, when daddy came back,
daddy came back from the war and
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babies started happening, right?
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So usually go from 1946 to 1964.
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And the dates I'm giving you,
they can go three or four
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years either way, if you like.
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Okay.
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Cause I know some people would
like, but I was born in the late
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seventies, I'm not a millennial.
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Well, depends who
you're talking to.
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Anyway with the baby boomers,
this was the biggest group of
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people born in human history.
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And a lot of them are
hitting that retirement age.
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So you're seeing that they're
starting to spend a lot
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more money on leisure, cause
look, my kids are grown up.
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I've got grandkids now.
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So I'm gonna focus on myself.
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I'm gonna get that second house.
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I'm gonna get that sports car.
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I'm gonna get these
things cause, why not?
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I'm retired now.
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I'm relaxing.
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But I still am close enough to
my peak money-making years that
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I still have a lot of money.
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I'm not as much
on a fixed income.
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And the thing is, what you'll
see with boomers is they
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are very individualistic.
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This is why I always laugh
when boomers and zoomers
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get mad at each other, our
boomers and millennials
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get mad at each other.
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Yeah, they're both more
individualistic, you know,
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focused demographics, right.
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So we know if we're gonna make
an advertisement for boomers,
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baby boomers, we need to show
them as the center of attention.
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And the thing is with the
boomers, I mean, like we
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all, we all want to be young
again, right, but boomers
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you'll see that, hey,
we wanna be young again.
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So whether it's Botox,
contact lenses, you know,
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all these exercise programs,
they're like, hey, whatever
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I can do to get feel young
again, I'm gonna do it.
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Hello, Viagra.
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I mean, these are things
that, that kind of came cause
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the baby boomers are like,
hey, we're seeking leisure.
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We wanna be young.
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And we want to be vivacious
and, and vital to society, but
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also vital at other places.
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But I think probably the most
important thing we're seeing
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is the change in baby boomers
as they retire and get older,
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you're starting to see more of
a switch to necessity purchases
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versus desired purchases.
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So we're starting to see is,
hey, maybe I do need to buy
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the long-term care insurance.
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I need to be paying for that
versus another cruise, okay.
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So just some to
kind of think about.
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Now, baby boomers, after them,
you have Gen X and Gen X is
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basically from 1965 to 1976.
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Some people say it goes to 1980.
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It's, it's variable.
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Okay, how you wanna be?
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You pick which one you wanna be.
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It's totally fine, all right.
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Cause some people say it's,
there's the Zennials, which
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is like late seventies,
early eighties, whatever.
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I'm just going to say,
Gen X is about mid sixties
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to mid to late seventies.
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All right.
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This is the first generation
that grew up where both of
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their pants were working.
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So how does that change
their outlook on the family?
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How has it changed their
outlook on, on gender roles?
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Like, Hey, everybody can work.
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Everybody is working.
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My mom worked from day one.
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Heck my mom was making more
money than my dad, you know,
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like, hey, that's totally fine.
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There's not that the gender
stereotypes you had before.
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And another thing that really
influenced them in terms of
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trust, you had a first time
in history where a lot of
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parents were getting divorced.
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So a lot of Gen Xs grew
up with divorced parents.
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And so of course, that
leads to lack of trust.
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And you'll see that Gen X don't
trust advertising this as much.
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They trust reviews from friends.
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That's why TripAdvisor
with reviews of hotels
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are so important or Yelp
reviews for restaurants.
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I trust that.
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Not some ad that says
this place has tasty food.
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I wanna know that my friend
went there or someone like me
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went there and they enjoyed it.
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I trust them more than
the corporations because
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they don't have as much
trust in the system.
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Okay.
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So something to
kind of think about.
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Also with Gen X, you see
that there's actually,
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they're marrying later,
they're buying homes later
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than the generation before.
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And also Gen X is the first
generation in the wild that
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it's not better off than
their previous generation.
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Okay.
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And so, so you have this kind
of, I won't say bitterness,
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but they seem to be a little
bit more timid when it comes
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to certain issues, okay.
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So something to
kinda think about.
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Now after Gen X, you
have Millennials.
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And I know there's been
a lot of jokes about
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Millennials over the years.
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But you know, it's,
it's this next biggest
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generation that's out there.
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They have a huge influence
and they're really coming
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into their money making prime.
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And Millennials, basically you
can say, come from 1977 to 2000
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or maybe 1980 to 2000, depending
on what you want to be, how
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you want to kinda be in there.
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But here you have a
generation that really is
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more focused on like really
good work life balance.
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It's not all about
the Benjamins.
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It's about me enjoying life.
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I wanna go and hang out on
South Beach with my friends.
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I wanna enjoy that.
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Yeah, work is important, but
my life is important too.
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So how we sell to them.
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Remember YOLO?
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You only live once.
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Or FOMO, fear of missing out.
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These kinds of things are
more important to this
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generation than others.
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Also, this generation is very
tech savvy, so you can be
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reaching out to them in many
different platforms, no problem.
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And I think what's really
important is this multitask
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aspect of millennials.
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You know, if you're Gen X, you
played soccer and that was it.
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But if a millennial kid,
I mean, they had ballet,
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soccer, and Spanish classes,
and that was Monday.
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Tuesday was tennis,
golf, and jazz.
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And then Wednesday, they
had three other things.
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They've been multitasking
since they were little.
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That's why as a marketer, you
know, that they're used to
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having all this different noise.
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So I know I do not have just
one path to talk to them.
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I've got to have an ad on
Instagram and add on Tik Tok.
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I gotta have a product placement
in some, you know, popular TV
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show that they watch online.
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We start to see these
things into adjust
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our outreach to them.
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And another thing
you'll see with, with
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millennials is there's
less physical interaction.
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They would rather
text than talk, okay.
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So, if we're a business, then
we need to have those options.
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Hey, we have our, our,
you know, you can chat
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with somebody online.
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You can chat with
your messages online.
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We can do that and you can buy.
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I can buy plane
tickets by texts.
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I don't even have
to call anybody.
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And that's the thing,
millennials, thank you for that.
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You've helped push us into
more of a digital age where
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we don't have to interact.
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We can just like, I
can do it on myself.
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I can do it online.
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I'll do that.
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Okay.
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So something to think about.
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And also with the
Millennial generation.
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You also have more instant
gratification because
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more important, we need to
have the next day sales.
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We need to have the
instant download.
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We need to have this now,
now, now kind of thing.
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There's less patience involved.
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And so we need to make sure
is, hey, if we have a long-term
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service or a long-term product,
how do we keep them involved?
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How do we keep
them doing things?
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And so you have to think about
that, you know, hey, how do
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we show, like, look, you're
gonna test, you're doing
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a new weight loss program.
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Look, it's not going to be
test every, you know, month.
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You're gonna be test every week,
see the little things, measure
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every little part of the body.
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So you see some results
cause you need the
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instant gratification.
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So that's the thing you wanna
think about with millennials.
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Now, next up we have Generation
Z or iGen or, or I like the
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new way to call it is Zoomers.
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You know, the kids that are
grown up, going to school
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on computers all the time
now because of things have
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happened in the world.
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Basically Zoomers are
from 2001 to about 2015.
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Okay.
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And here, I mean, these
kids, they grew up with
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the internet already there.
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It wasn't didn't come when they
were in college, like Gen X.
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It didn't, they didn't have
it, you know, started to get
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smartphones when they were
like toddlers and teens,
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like, like millennials.
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It was already there.
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I mean, there's, I mean, I've
seen little kids watching
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YouTube as a baby while their
parents are eating dinner.
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Technology's always
been a part of them.
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So that's not a problem to
integrate all the technology.
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And so we know we need to
integrate our outreach to
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them in all different kinds
of technological aspects.
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Now, similar to
millennials, it's a very
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tech savvy generation.
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It's also very much
in a multitasking.
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So you can be reading a
book, watching your class
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online and playing Call of
Duty all at the same time,
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because they've been doing
that since they were little.
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Also, they are still very
much focused on their self.
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So some say that Zoomers
are more family oriented
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than millennials were.
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So a family aspect becomes
more important to them.
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So that could influence
your advertising with them
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and your outreach to them.
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But I just want to kinda give
you guys an overall idea of some
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of the different generational
cohorts that are out there.
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And believe me, there's so
much to think about in terms
[609]
of purchasing habits for
each of these generations
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that companies need to know.
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Because you're going to have
customers that fit into these
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different characteristics,
that fit into these gener-
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different generations.
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And we gotta make sure we can
appeal to them the best we can.
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So watch those videos
for individual ones, but
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I just wanted to give
you like an overview.
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So you have an idea when people
talk about Boomers, or talk
[627]
about Zoomers or whatever, you
have an idea when they are.
[629]
That's why when someone
calls a Gen X, a Boomer
[632]
they're like,, okay boomer.
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Like the Gen X is like,
dude, bro, that's my dad.
[636]
All right, so heads up.
[637]
Anyway, I wish you all the best.
[639]
I'll say bye from
here on South Beach.
[640]
And I hope you learned a
little bit about marketing.
[642]
Remember hit that
subscribe button.
[643]
We put out marketing
videos every week.
[645]
Bye.
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