Target Market Research: Generation Gaps And Differences

Understanding the target market is a must for every brand. Without it, reaching out to your audience and make a sale is going to be a little harder to achieve. But, do you know that with the help of generation charts, you can easily get to know your consumers in a deeper way? Nowadays, one of the ways you can reach out to your audience is to understand every generation. There are four generations that cover the current market: the Baby Boomer Generation, Generation X, the Millennials (Gen Y), and the Post Millenials (Generation Z).



Each generation has its own cultural backgrounds, cultivations, and tradition. These aspects are important to get a little more understanding of their behaviour and preferences. Through this, you can start personalising and conceptualising more effective campaigns and strategies that will generate leads and sales. Let’s get to know each generation more: 



The Baby Boomers


The Baby Boomer Generation refers to people who are born between 1946 and 1964. By now, people of ages 55 to 73 years are referred to as “baby boomers”. 


If your target audience includes people of such ages, then here are ways on how you can market your brand.


First, understand the typical characteristics of a baby boomer. These characteristics might include:


  • Individualistic
  • Disciplined
  • Competitive
  • Goal-centric


These characteristics are just examples of what a baby boomer might exhibit. Not all baby boomers may not showcase such traits, so it’s not wise to generalise everyone.


One thing you can be sure of is that baby boomers are a huge audience. In Singapore, there are many people in their early 50s to late 60s, so marketing to this generation might be useful for your brand.


Capitalize on the needs and wants of baby boomers by trying Search Engine Optimization (SEO) in Singapore. This will allow you to discover what baby boomers in Singapore are interested in.



Generation X


Generation X (Gen X) is a term describing people born between 1965 to 1979, meaning most of these people are from around 39 to 59. Since there’s no specific age as a reference, anything in between the mentioned years is generally accepted.


Gen X people were also usually referred to as children who’ve experienced many societal shifts due to lack of adult supervision—a result of increasing divorce rates in many countries.


The people of Generation X are also considered the first to experience many changes made by the music industry, thanks in large part to MTV.


Since many Gen X people have experienced cultural changes, it’s highly likely that they indulge in nostalgia due to many films and popular artists at the time. Therefore, you can utilise nostalgia marketing as a strategy.


Nostalgia marketing refers to the utilisation of “nostalgia” as a way of attracting customers. Allude to recent trends from popular franchises such as Star Wars, Pokémon, The Terminator, and Nintendo; all of these could instantly grab the attention of Gen X people.



The Millennials (Generation Y)


Millennials, also known as Gen Y, are people born between 1980 to 1996. People born in the Millennial Generation are often the children of the baby boomers.


Millennials are often used to technology since they’ve gone through the Information Age, a period where the economy is based on information technology. As a result, many millennials are adept at using devices and other computer-based technologies.


This is a fairly easy challenge for brands since most millennials are capable of adapting to sudden changes. Also, they’re most likely to be aware of environmental and societal issues. 


Your brand can market to millennials by positively raising awareness of certain issues. For example, market your services in light of raising awareness on pollution. This way, you can show millennials that your brand is as aware as they are.


With millennials, it’s also about saving money. Create budget-saving opportunities by initiating campaigns that encourage your customers to invest in your products or services.



The Post-Millennials (Generation Z)


People who are born between 1997 to 2015 are considered to be part of Generation Z. These people are the youngest compared to the rest, making them the most technological-driven out of all the others.


Marketing tactics for Gen Z people can be similar to millennials but with a few changes. Your brand could cater to young audiences by using modern and hip strategies through social media since Gen Z people are most likely avid users of Facebook, Instagram, and other platforms.


However, you should consider that with a different mix of many cultures around Gen Z, their characteristics could be highly different from one another. Therefore, you should stick to a specific group of Gen Z people by researching more about them.




With many gaps between generations, it can be difficult to target a certain audience. Depend on your brand and base your target audience on who will most likely benefit from your products or services.


Learn more about digital marketing with the help of OOm, an SEM agency in Singapore. Contact us at +65 6391 0930 for more information.

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