Generational labels: Their true insights and implications.
In Questionable Tactics and the Evolution of Marketing strategy
In a bid to captivate the coveted Generation Z and Generation Alpha demographic, brands are gradually embracing unconventional marketing strategies, some of which have drawn controversy for their unorthodox nature. A prime example is Nutter Butter's TikTok account, which has been delivering content deemed surreal and disturbing for over a year. Dunkin''s Halloween ads for its spider donut, 'spidey d', also fell into this category, with the donut character uttering questionable catchphrases to the internet, causing a stir among audiences.
Brands are willing toン go to great lengths to attract the attention of these youthful customer segments, investng heavily in resources to understand their preferences and consumption habits. Yet, questions arise regarding what we can truly learn about people by the year of their birth, considering the inherent diversity within each generational cohort.
Pew Research Centre defines a generation as spanning 15 to 18 years, but there is often a distinct cut-off point. Therefore, a person born in 1997 (Gen Z) might share more similarities with someone born in 2012 (also Gen Z) than with someone born in 1996 (Millennial). However, this does not always hold true, even for individuals born within the same 12-month period.
Marketers' obsession with generation labels has been challenged by professionals in the field. For instance, at Brand Week Istanbul 2024, serial entrepreneur Mark Adams showed an audience two photos of men born less than 12 months apart: Donald Trump and Elton John. The example highlights the arbitrary nature of generational norms and their tendency to oversimplify human behavior.
Anna Dalziel, Founder of 40 Over Forty and SVP, Director of Marketing at Momentum Worldwide, asserts that marketing based on age cohorts is problematic. She suggests that marketing messages should instead be centered on shared values or common interests, rather than focusing solely on age.
Brands that build their marketing strategies around generational segments face the risk of reinforcing stereotypes, alienating customers, and even losing money. Jane Hovey, brand strategy director at Indigo Slate, argues against generational marketing, claiming that it is indicative of lazy marketing practices.
Intergenerational and ageless marketing have gained traction as alternatives to generational segmentation, emphasizing universal human needs and wants that transcend generations. The FatFace's recent Christmas ad, which depicts a family sharing a cardigan and received high ratings, is an example of such marketing.
The Harvard Business Review and insights agency Hall & Partners advocate for brands to become ageless. However, Professor David Costanza argues against both, questioning the existence of distinct generations and suggesting that brands should target people based on factors like age, life stage, or career stage instead of generational labels.
Despite the growing consensus that generational demographics do not hold as much significance as marketers believe, the practice of generational marketing remains prevalent. However, the use of broad generational labels may lead to harmful stereotypes and oversimplification of people's complex lived experiences.
Image source: Good Faces / Unsplash
- To gain insights into the preferences and habits of Generation Z and Generation Alpha, brands invest heavily in resources for education-and-self-development, focusing on career-development, fashion-and-beauty, and pop-culture.
- The controversies surrounding unconventional marketing strategies, such as Nutter Butter's TikTok account and Dunkin's spider donut ads, raise questions about the effectiveness of branding tactics in the business world.
- Technology plays a crucial role in marketing strategies, with social media platforms like TikTok being leveraged by brands to reach their audience.
- Marketers are turning towards media and lifestyle studies to understand the nuanced preferences and behaviors of their target consumers, recognizing the inherent diversity within each generational cohort.
- Instead of relying on generational labels, professionals in the field propose a shift towards marketing that focuses on shared values or common interests, promoting a more inclusive approach to personal-growth and social-media engagement.
- Ageless marketing, a concept that emphasizes universal human needs and wants, is gaining traction as an alternative to generational segmentation, as depicted in The FatFace's recent Christmas ad that highlights the importance of family connections.
- Books and entertainment industries also serve as valuable resources for brands seeking to understand their audience, offering opportunities for skills-training and job-search assistance.
- However, there are opposing views, as Professor David Costanza questions the existence of distinct generations and suggests that brands should target people based on factors like age, life stage, or career stage.
- The practice of generational marketing, while still prevalent, has drawn criticism for reinforcing stereotypes, alienating customers, and leading to questionable tactics.
- To avoid oversimplification and harmful stereotypes, brands should strive to create marketing messages that not only cater to the needs and wants of their target audience but also respect the complexity of their lived experiences.
- The evolution of marketing strategy in the 21st century is driven by the recognition of ongoing change and the need for continuous learning, with a focus on understanding the diverse needs of consumers across generations and beyond.
