There’s no such thing as a one-size-fits-all approach to marketing.
This is especially true when you’re marketing across age groups.
When you’re dealing with different age groups, genders, income levels, and life stages, you need to stay flexible and understand the psychology, needs, and habits of each customer segment.
Easier said than done.
This is where customer segmentation comes in. Customer segmentation is the practice of dividing your audience into groups of people with shared characteristics and behaviors.
There are many ways to segment your customers. Some businesses segment by value, purchase frequency, product interest, acquisition channel, life stage, or a mix of all of the above.
Without segmentation, we wouldn’t have gone very far in business. Using segmentation in email marketing, content creation, product offers, and analytics lets us deliver real value to the right people at the right time.
Segmentation is especially important for reaching different generations of customers.
When it comes to age groups, the main generations you’re likely to reach today include:
- Baby Boomers – born between 1946 and 1964
- Generation X – born between 1965 and 1980
- Millennials – born between 1981 and 1996
- Generation Z – born between 1997 and 2012
- Generation Alpha – born between 2013 and today
We’ve seen many marketers make mistakes when segmenting by generation.
- The biggest mistake is assuming everyone in a generation thinks and buys the same way. They don’t. Interests and behaviors vary widely within each group.
- The other mistake is treating all generations the same. Differences in values, channels, and buying behavior are large enough that your marketing should be adapted for each segment.
That’s why we wrote this article—to clear up the myths and give you practical ways to reach each generation.
First, we’ll summarize each generation with key facts. Then we’ll list the most effective marketing methods for reaching that group.
How should you use this article?
- If you sell to multiple generations, segment your marketing by generation and match tactics to what resonates with each one.
- If you’re focused on just one generation, tailor your strategy and messaging to the channels and content that work best for that audience.
Ready for action? Here we go.
Baby boomers
Baby Boomers were born between 1946 and 1964, during the post–World War II boom in births. They still make up a large share of the U.S. population and hold substantial purchasing power.
Boomers often have more disposable income than younger cohorts and account for a large share of retail sales.
As longevity increases and many enter retirement, this segment remains sizable and economically important, with different needs by life stage (work, caregiving, retirement, travel).
If you’re younger, you might assume Boomers are old-fashioned or not tech-savvy.
You’d be wrong.
Digital marketing—including email, search, online video, and social—works for Boomers.
When it comes to tech spending, Boomers are often the most liberal—they invest in devices and services that make life easier, safer, or more enjoyable.
Nearly half of the overall internet audience is 45+, and Boomers are active on major platforms.
On social media, Boomers engage most with Facebook and YouTube, using them for news, entertainment, and product research—this age group has covered it.
Reaching this demographic still requires a different approach than you’d use for someone in their 20s or 30s.
Optimize for both desktop and mobile. Many Boomers research on phones and tablets but may complete more complex purchases on a laptop or desktop. Prioritize clear UX, readable type, and easy checkout.
Pymts’ research finds Boomers are less likely than younger groups to complete purchases on a smartphone—so give them frictionless options across devices.
Don’t overlook social. Boomers account for a significant share of social media users—especially on Facebook—and will engage with helpful, trustworthy content.
What’s the best way to reach baby boomers?
- Facebook & YouTube. Most Boomers use Facebook and watch YouTube. Targeted ads, product explainers, and helpful how-to videos work well.
- Slower-paced, informative video. Prioritize clarity over flash. Longer videos that teach, demo, or compare perform better than ultra-fast, meme-style clips.
- Content marketing. Guides, comparisons, and buyer’s checklists build trust and drive conversions. Invest in high-quality articles and resources—it delivers strong ROI.
- Blogging. Consistent, value-packed posts answer questions and improve search visibility for this group.
- Email. Boomers actively read email. Use clear subject lines, straightforward copy, and obvious calls to action.
- Direct mail. Boomers respond to tangible offers. Test mailers for high-consideration products and services.
- Coupon & loyalty offers. Savings, bundles, and rewards resonate—especially when tied to clear benefits and easy redemption.
Generation X
Gen X is the most overlooked generation in marketing, even though they control significant income and spending.
According to Songbird, appealing to nostalgia is effective for Gen X—think cultural references, music, and brands from the 80s and 90s.
Beyond nostalgia, understand their realities: many are in peak earning years, balancing careers, kids, and aging parents.
While Gen Xers are strong earners, they also worry about retirement readiness—which influences value seeking and loyalty to brands they trust.
American Express estimates Gen X holds a meaningful share of national wealth and income, claiming “29 percent of estimated net worth dollars and 31 percent of total income dollars.”
They tend to be financially pragmatic, research-oriented, and responsive to straightforward offers and proof of value.
Most are active on social media (especially Facebook and YouTube) and own smartphones, and they’re comfortable shopping online—often for both convenience and price.
When it comes to ecommerce, this generation is all in!
Tech-savvy and independent, Gen X sits between Boomers and Millennials in digital fluency.
What’s the best way to reach Gen-Xers?
- Digital video. Most Gen Xers stream video weekly. Use demos, reviews, and how-tos that respect their time and intelligence.
- Facebook. This is still a primary platform for Gen X—organize communities, post helpful content, and retarget site visitors.
- X (formerly Twitter). Many follow news, sports, and finance here. Thoughtful threads and timely customer support go a long way.
- Blogging. Focus on pain points and aspirations—financial planning, career growth, parenting, home projects—and deliver depth with practical takeaways.
- Educational content. Gen X is an educated cohort with high completion rates. Webinars, checklists, and calculators perform well.
- Email. They read email on both mobile and desktop. Keep it clear, scannable, and benefit-driven.
Millennials
This is our generation—and the one many marketers work hardest to win, for good reason. They’re a large population slice and a dominant force in the workforce and household spending.
Unlike older generations who adopted digital later, Millennials grew up with the internet and mobile devices.
Some barely remember a pre-internet world.
As a result, this demographic is deeply tech-savvy and expects speed, transparency, and self-service.
Most Millennials are daily internet users, and the average Millennial spends significant time on their smartphone—often several hours a day.
Smartphones aren’t just communication devices—they’re command centers for work, shopping, entertainment, and finance. They’re a way of life.
Millennials also tend to be active across multiple social networks—often using different platforms for different purposes (news, communities, hobbies, and creators).
Social media drives peer influence: many are influenced by friends’ and creators’ posts when making purchases.
Millennials appreciate internet humor and cultural references—and expect brands to be authentic, responsive, and helpful.
If you want to reach this group, your online presence needs to be strong. Invest in brand, reputation management, social proof, and customer support that actually solves problems.
Mobile and social are your best avenues, and Millennials are more likely to be influenced by blogs, communities, and social networks when they’re close to a decision.
Portability matters. Many adopt wearables and connected devices without a second thought and expect seamless experiences across screens.
Attention can be limited when content isn’t relevant. Get to the point, use visuals, and structure long content with summaries and clear subheads.
If you need to deliver a lot of data, consider visual formats—charts, carousels, and infographics—to improve comprehension and shares.
What’s the best way to reach Millennials?
- Mobile-first marketing. If it’s not mobile-friendly and fast, it’s invisible. Prioritize speed, accessibility, and tap-friendly UX.
- Social media. Go beyond Facebook and X—lean into Instagram, YouTube, Reddit, and niche communities where your audience already hangs out.
- User-generated content. Millennials create as much as they consume. Encourage reviews, tutorials, and community spotlights.
- Influencer marketing. From micro-creators to respected experts, peer recommendations move this audience.
- Video. Short-form (Reels, Shorts, TikTok-style) and long-form explainers both work—just keep it authentic and useful.
Generation Z
Generation Z—also called Gen Z, iGeneration, or Post-Millennials—represents today’s rising spenders and trendsetters.
The oldest Gen Zers are now in their mid-to-late 20s. Many have full-time jobs, growing incomes, and increasing financial independence.
That gives you a strong opportunity to build relationships early—especially around education, career, finance, health, and lifestyle upgrades.
Brand loyalty is earned each time. Gen Z cares more about quality, values alignment, and fast support than about sticking with a brand that disappoints.
The best way to reach Gen Z is through social media—but not primarily Facebook. Many spend less time on Facebook compared to other platforms.
Instead, focus on TikTok and YouTube, with Snapchat and Instagram for communities, messaging, and creator content.
Gen Z multitasks across apps and prefers fast, visual formats. Attention windows can be brief—around 2–3 minutes on average depending on context and format.
Keep this in mind when marketing to Gen Z: meet them where they spend time and deliver value quickly.
And remember—past purchases don’t guarantee future ones. If the product or experience falls short, they’ll switch fast.
Conclusion
To reach the largest share of your market, tailor your marketing to each generation’s channels, motivations, and decision patterns.
You don’t win by appealing to everyone. You win by appealing to the right people the right way.
When you understand how different generations think and buy, your campaigns go further—and you build stronger relationships with customers of all ages.