History of Advertising by Generation

HISTORY OF ADVERTISING BY GENERATION

Contentto fit your Audience

Silent

Generation Baby

Boomers

1930 - 1945

The Traditionalists

GenerationX

1946 - 1960 Approx. 1960 - 1980

The « Forgotten Middle Child »

Millennials

1980 - 2000

WhatyouneedtoknowabouteachGenerationtoadjustyour

First there was the silent generation

You would think they could at least have a better name.

They were born between 1930 – 1945 and they witnessed a world crippled by the

Great Depression.

C o n s u m e r s d u r i n g t h i s t i m e w e r e :

F r u g a l

P a n i c k e d

S i l e n t G e n e r a t i o n

A n d s k e p t i c a l o f a d v e r t i s i n g a s “ b u s i n e s s p r o p a g a n d a ”

And you thought advertising for Millennials was tough.

MORE FOOD ADSA L T H O U G H B U S I N E S S E S D I D N ’ T W A N T T O S P E N D $ O N A D V E R T I S I N G , T H E R E W E R E

W H A T C O N T E N T L O O K E D L I K E T H E N

H a r d s h i p a n d L o w I n c o m e d r o v e p e o p l e t o c o n s u m e

More TOBACCO

and Alcohol

S o a d v e r t i s i n g f o r t h e s e i n c r e a s e d .

W H A T C O N T E N T L O O K E D L I K E T H E N

More ALCOHOL AND TOBACCO ads

This one is actually kind of bizarre

So is this one.

T H E S I L E N T G E N E R A T I O N I S N O W I N T H E I R 7 0 s A N D 8 0 s

They value respect and concise messages.

So use better language and avoid the “hype and hustle” (use more testimonials too)

WHAT YOU SHOULD KNOW

They are more conservative with their money


Marketing should therefore emphasize the necessity and practical value of a product or service

DON’T put an ad out that says “you must be lonely...we will help you”.

DO showcase lifestyle and group images of family and friends.

DON’T show ads that suggests they have nothing to do.

DO use more traditional marketing and face-to-face communication.

THE BABY BOOMERST h e y w e r e B o r n b e t w e e n 1 9 4 6 - 1 9 6 0

T h e r e w e r e m o r e o f t h e m .

s o f a m i l i e s n e e d e d m o r e

c on sumer e l e c t r on i c s , a u tomob i l e s , a n d a pp l i a n c e s .

Content at that time focused on time-savers and appealed to interests in new innovations

There was an emphasis at this time on family values

Advertisers took advantage of this.

Baby Boomers are now in their 50’s and 60’s

B A B Y B O O M E R S A R E N O W I N T H E I R 5 0 ’ S A N D 6 0 ’ S


Boomerstendtohavehigherdisposableincomes



Theywilltryoutmoreluxuryproducts…andtheyaresavvyshoppersandconsumeristbynature



Asaresultoftheirmoreliberalupbringing,theybrand-hopmore

Theywilltryoutmoreluxuryproducts…andtheyaresavvyshoppersandconsumeristbynature

Generation X

Theywerebornbetweenapproximately1960– 1980

WhichincidentallywasaprettyCool timeforadvertisers.

Advertisers saw Gen X teens as:

Apathetic

Slackers

Cynical

Disaffected

Also called the Generation

G E N E R A T I O N X A R E N O W I N T H E I R 3 0 ’ S A N D 4 0 ’ S

AND MARKETERS SHOULD KNOW THAT:

T h e y w a n t t o p r o v i d e f o r t h e i r f a m i l i e s .

P r o d u c t s t h a t c a n p r o v i d e l a s t i n g m e m o r i e s a n d c a n b e h a n d e d

d o w n a r e m o s t a p p e a l i n g .

T h e y l i k e t o t a k e c a r e o f t h e m s e l v e s ( h e a l t h y f o o d s ,

e x e r c i s e , e t c ) a n d t h e y r e s p o n d t o a d s t h a t t a r g e t t h i s .

T h e y a r e f i n a n c i a l l y r e s p o n s i b l e , a n d t h e y p r i o r i t i z e p a y i n g f o r

t h e i r c h i l d r e n ’ s e d u c a t i o n , o w n i n g a h o m e , s t a r t i n g a

b u s i n e s s , a n d h a v i n g f i n a n c i a l i n d e p e n d e n c e .

MILLENNIALS

T H EY A R E

CONFIDENT

T H E Y C A R E A B O U T T H E W O R L D A N D T H E E N V I R O N M E N T

A ND

T H EY A R E

T E C H - S A V V Y A N D S O C I A L L Y C O N N E C T E D O N L I N E

T o l e r a n t a n d a p p r e c i a t i v e o f

DIVERSITY

T H EY A R E

THEY WANT:

Companies with strong ethnics…and marketing that helps

to make the world better

S u b s t a n t i v e c o n t e n t t h a t c a p t u r e s a m o o d a n d e x p e r i e n c e

THEY WANT:

from authority figures,

influences, and people they

trust.



A u t h e n t i c C o n t e n t f r o m

A U T H O R I T Y F I G U R E SI N F L U E N C E R S

A N D P E O P L E T H E Y T R U S T .

THEY WANT:



C o m p a n i e s w i t h s t r o n g e t h i c s …

THEY WANT:



A n d m a r k e t i n g t h a t h e l p s t o m a k e t h e w o r l d b e t t e r .

If you thought you nailed marketing forthe Millennial audience…

Now there is a whole new audience.

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