Generation Gap and different brand preference: A challenge for digital marketers

Doing business during and after the COVID-19 pandemic is not easy. The new normal consumer behavior, such as having no purchasing power, not going out, and ordering products online, is something that marketers around the world are facing.

In addition to the new normal behavior, marketers are also facing the challenge of responding to brands of all 5 generations, which include Baby Boomers, Gen X, Gen Y, Gen Z, and Gen Alpha.

Each generation has its own unique preferences and consumer behaviors, as follows:

Baby Boomer

(born between 1946 and 1964)

• Retired people who are health conscious are a group that marketers are very interested in. This is because they have high purchasing power and tend to choose products from well-known brands and popular products. Some of them even have the opportunity to establish or own brands.

Gen X

(born between 1965-1980)

• Gen X is the generation that is sandwiched between the Baby Boomers and Generation Y. Gen Xers are typically working professionals with decision-making power or managerial roles in organizations. Some of them have the opportunity to establish or create brand experiences for themselves or businesses.

Gen Y

(born between 1981-1996)

• Generation Y, also known as Millennials, are the largest generation in the world and make up a significant percentage of the global population. They are also a valuable target audience for businesses, as they have high levels of disposable income and are often loyal to brands that they trust.

Gen Z

(born between 1997-2009)

• Generation Z is the generation that came after Gen X. They were born with the internet and have spent most of their lives online. They are a generation that is used to instant gratification and quick change. They have many choices and are not afraid to create their own brands if they are not satisfied with the existing ones.

Gen Alpha

(born between 2010-2025)

• The generation that came after Generation Y was born in the digital world. They do not yet have the power to influence brands, as they do not yet have purchasing power. However, they are involved with popular brands or influencers. In order to be successful, marketers must analyze the behavior of the 5 generations and look at the relationship between each generation and the stages of human or customer development. This is because marketing in this era is marketing to all 5 generations, not just one group. The use of technology also varies between groups.