Ronn Torossian, CEO & Founder, 5WPR

Add to the list of challenges facing marketers today, the diverse and varied interests and values of our different generations. Data analytics and technology marketing company Merkle surveyed over a thousand consumers from these groups late last year and this is what they learned.

Baby Boomers

The boomers, generally folks born between 1946 and 1964 are mostly interested in attending events, taking surveys, and writing online reviews. They aren’t apt to download apps or flock to social media.

Millennials and Gen X

On the other hand, millennials, those born between 1980 to the late 1990s, and Gen Xers, 1965 to 1979, said they were more likely to jump on social media and check out brand content. They also said they like to track lifestyle activities like fitness and exercise. An interesting discovery was that they also said they would like to give friends and family their loyalty and reward points and want tools that will help them best find and match the products they’re seeking.

Millennials and Gen Z

Millennials also crossed over and shared some similar interests with Gen Z, those born between the late 1990s and 2010. They both relish achievement and competition. Digging even deeper, Merkle discovered that 35% would even like to receive badges. Another 27% said they want brands to feature leaderboards.

Gen Z

As mentioned in earlier articles, Gen Z wishes to be more community connected. Of those polled, 22% told Merkle they want and desire access to communities of like-minded folks. Another 19% expressed an interest in competing against other Gen Zers.

Brands marketing to one or more of these generations face challenges with each generation which is why personalization is more important today than ever.

Other Considerations

Merkle also had a few more discoveries of note. One validated the move to personalization. Out of nine possible answers to a question about what consumers would like to see in a loyalty program, personalizing the experience came out on top among 41% of respondents. Among different industries – travel, credit cards, retail, and everyday, people were asked what they’d most like to  see in a loyalty or rewards program. The unanimous response was the chance to win large and instant prizes.

Amidst some reports that more people may be beginning to avoid malls because of concerns about the coronavirus and fears of a pending recession, now would be a good time to reassess the brand’s online ordering as well as any loyalty or rewards programs.

But beyond the transactional relationship of points, prizes, discounts, and rewards, it would also be prudent to pay attention to and nurture the personal connection that brands can and should foster with their consumers. Cultivating this can make a huge difference between a one-time only transaction versus many years with a loyal customer.

It would also be good to revisit the brand’s target audience with an eye on how to better personalize contact with them. Some of the other findings from Merkle’s research may also provide tips and clues going forward.

About the Author: Ronn Torossian is the CEO and Founder of 5W Public Relations,  a leading digital pr and influencer marketing agency.