ILLUSTRATION BY ALBERT RODRIGUEZ
Brand messaging is continually evolving and varying for each generation. The challenge for brands is to constantly be creative to adapt to the changing trends and successfully reach their audience, be it on print, television or online advertisements.
To help brands capture consumers’ attention, marketing communications manager Gabriella Peace of greetings card publisher UK Greetings offers insights on the different messaging methods that appeal to different generations.
Baby boomers
Boomers or those born from 1946 to 1964, Peace says, are more up to date with technology than most think, as they grew up at the time of the counterculture and are apparently quick to adapt, forward-thinking and change-makers.
“[W]hen they saw through yet another revolution—the digital one—they were in harmony with the current events and are now thriving amongst the pool of digital tools,” she says.
Google is their most used tool to access various information. Peace notes that boomers are more likely to stay longer on websites they are interested in than the succeeding generations.
A research by marketing agency Immersion Active reveals that 66 percent of boomers make online purchases regularly through web devices. This older cohort also prefers text messaging, with 87 percent of age 55 to 64 and 65 percent of age 65 and up owning a smartphone in the United Kingdom in 2020.
Like in their yesteryears when telegrams, direct mail delivery and greeting cards were used a lot, text messaging is personal, relatable and engaging for this generation. Direct mail and greeting cards are still welcome as these bring nostalgia and security.
Boomers also use television more as it had a hand in shaping their lives.
Gen X
Those from Generation X, born between 1965 and 1980, often remain loyal to a brand as long as it shows transparency and authenticity.
“They are called Gen X precisely because they refuse to be defined. In fact, the times they grew up in were also quite diverse: an amalgamation between nostalgia upon the 1960s and with eyes set on the technological advancements taking place,” Peace says.
The proverbial “middle child” of history, Gen X can be undemanding and diverse in their choices of brands.
“Generation Xers have a strong disbelief in the social system that turned them into the biggest money-savers when it came to school, retirement and business funds. That is why coupons have a special place in their hearts,” Peace says.
Email marketing for the Gen X could increase brand loyalty and provide a tailored experience. Through this method, brands can include coupons and discount vouchers, birthday goodies and personalized messages.
Gen Xers, like their predecessor, prefer direct mail as well as handwritten letters and greeting cards sent to them personally giving an emotive sentiment.
Gen Y
Perhaps the most targeted generation by brands, the socially conscious and eco-aware millennials were born between 1981 and 1996. They grew up with the technological world evolving in front of their eyes.
Social media is their platform to be vocal about their opinions and preferences. Unlike their predecessor, they can be keen on what they are buying and “will go the extra mile to do their research before making a purchase.”
“In terms of values, brand authenticity and transparency are of high importance. They’re looking for ‘a targeted experience that will grab their attention right from the start’ and will put quality over quantity at the forefront,” Peace explains.
According to American software developer HubSpot, millennials are 44 percent more likely to trust “experts”—YouTube vloggers, bloggers, or social media influencers.
The Gen Y cohort is looking for brand experiences and creative ways of communication, which primarily rely on visuals, animations and videos. It’s the story behind the brand that matters and not so much the final product.
Sales relationship manager Keith Tabuyan, 30, spends most of his time on Instagram and Facebook, where he encounters ads. He does not use online shopping apps because he prefers to see the products in person before buying.
“Witty! Like [the] Ligo Sardines’ ad, something with an impact. Sometimes, Jollibee, something that invokes feelings as well,” he says of the ads that usually get his attention. “Something that is smart, and most of the time may kurot sa (that tugs on your) heart,” he adds.
Based on a study conducted by event management firm Eventbrite, 66 percent of the millennials reported they would rather spend money on live experiences than possessions due to FOMO or “fear of missing out.”
About 73 percent of respondents are driven by FOMO. Also, most of them are on a tight budget and would rather create memories from experiences.
Millennials are also enticed by nostalgia from the previous generation—with vinyl, polaroid cameras and fashion trends dictating their consumer preferences.
Gen Z
Born between 1997 and 2015, Generation Z grew up along with the current technological landscape.
“If millennials have set the league for using influencer marketing, Gen Zers are taking it to the next level. As digital natives, they live across a multitude of platforms and don’t shy away from sharing personal facts and opinions. To reach Gen Zers, brands need to not only be tech-savvy but also offer an overreaching digital experience that is a crossover between e-commerce, in-store and social media,” Peace says.
Influencer marketing, be it on Instagram, Facebook or YouTube, requires an internet personality with huge following. Engagement can be measured through likes and views.
This demographic cohort has the shortest attention span—about eight seconds—so concise and captivating information must be delivered fast. They are the main audience for witty memes and sharp tweets. The rise of the TikTok platform can be seen in this generation.
Content writer Mauro Mendoza, 24, uses Facebook, Twitter, Instagram, TikTok, Reddit and YouTube, where he also often sees ads. He also uses online shopping apps.
“I spend most of my time on Instagram since it’s a bit more chill than other platforms,” Mendoza says, adding that an appealing ad would be “straightforward but empathetic at the same time.” “They understand the struggle and they genuinely created their product and/or services to free us from that struggle. But of course, creativity also plays a role.” He is also interested in ads that empower one’s professional life.
“If it is obvious that they spend time and effort conceptualizing and creating the ad, then it is a win,” he adds, pointing out the creative ads of locally produced animated Netflix series “Trese.”
This cohort likes authentic sentiment when brands communicate in ways that are personal, genuine and relatable. Personal messaging such as direct messages on social media platforms also can be effective.
“Although we’ve embraced digitalization as a society, the traditional methods of communication never get out of fashion,” Peace says.