Did you ever watch the hit reality TV show, Project Runway? It features aspiring fashion designers competing in weekly challenges to create the best clothing designs in an effort to catch the judge’s attention, stand out from their fellow competitors and avoid being sent home. The show’s iconic host, Heidi Klum, was known for her famous line, “In fashion, one day you’re in and the next day you’re out.” For 16 seasons of the show, fans waited in anticipation for Heidi to tell the eliminated contestant in her endearing German accent, “I’m sorry. You’re out.”
In today’s crowded and competitive environment, consumers are the judges. They tell brands if they are “in” or “out” with their hearts, minds, and wallets. This leaves brands with a burning question to answer: How do we stay relevant with audiences across multiple generations and ages?
It starts by knowing your audience – a simple answer with multiple layers of complexity. Let’s break it down.
Table of contents
4 Keys to generational marketing success
1. Know who you’re going after
When I graduated from college, marketers were talking all about “millennials” – individuals who were born between 1981 to 1996. “Millennials are the first generation to be born into a digital world and technology will be a major part of their lives”, they said. “They will hold the buying power.”
As a millennial myself, I was in the hot seat. Our generation was stereotyped into being entitled, job-hoppers and (dare we forget) lovers of avocado toast. Now, the spotlight has noticeably shifted to Gen Z and Gen Alpha audiences – two younger populations under the age of 30.
Gen Z is the most racially and ethnically diverse generation in the history of the U.S., with many having at least one immigrant parent. Gen Alpha are now the children of millennials. They are projected to become the largest generation in the history of the world, and a new study by data analytics company Numerator, estimates that this generational cohort is worth more than $28 billion in direct purchasing power.
Brands must know how to connect with these audience groups in ways that matters most to them. Just like millennials, Gen Z and Gen Alpha are often generalized in an extremely oversimplified way, so keep nuances in mind and stay open-minded. These cohorts are always evolving!
2. Understand what’s on their mind
I’ve been deliberately focused on spending time with the younger generations. Over the past 18 months, I’ve been connecting with students across local universities, high schools, and elementary schools to understand what’s on their mind. From being a guest speaker and attending student-led events to teaching my first-ever public relations (PR) course through Denison Edge this fall!
I recently joined the Board of the Columbus Council on World Affairs, an organization that is focused on developing high school students to be globally minded leaders. They are the next generation to run the world, after all. A few weeks ago, I facilitated round table discussions with hundreds of high school students across the Columbus city school district. Here’s what I observed – they have a lot on their minds.
Beyond the obvious pressures of getting good grades, competitive sports and starting the college search, there are a variety of topics they care about: coping strategies for overstimulated teens, removing the stigma of mental health conditions, supporting students who are the second or third generation of immigrant parents, improving access to insulin and epi pens, helping non-verbal children navigate a noisy world. The list goes on.
I was surprised (and a bit speechless) by the weight of what these students are carrying. More importantly, I’m inspired that they are making a choice to actively tackle these topics head on. This generation cares about community and connection.
I love spending time with students and getting to know the younger audiences. It not only fills my cup personally – it helps me become a stronger communications professional. By spending time with the audiences whom I am speaking to in my professional career, I can communicate more effectively by better understanding their unique perspectives and needs.
3. Meet them where they are
When I asked the high school students about social media consumption and the dangers to mental health, their responses surprised me. They are trying to stay off of it. One person shared that she goes on TikTok “diets,” frequently deleting the app off her phone every few weeks to take a break. Another person said, “there’s so much fake content on social, I just tell myself…this isn’t how life looks on most days.” One student added, “My dad works in cyber security. He won’t let me on social media.”
With the spread of misinformation on the rise, younger consumers are looking for authentic ways to connect with brands they can trust. The students shared that they do like to use social media to stay connected with their friends or watch entertaining content that makes them laugh.
They also had thoughts to share on digital consumption for the Gen Alpha generation. “They are iPad babies. They are going to change the way the world uses technology because it’s what they grew up on”. As a mom of two kiddos under the age of eight, I know exactly what they mean. My three-year old can unlock her iPad with the five-digit code, open the YouTube app and find the show that she wants to watch.
The term “digital native”, originally used to describe millennials who grew up with technology, has evolved for these younger generations, who are even more immersed in digital environments from an early age. These tech-savvy individuals expect brands to rapidly innovate and evolve to deliver seamless experiences that align with their lifestyles.
4. Be in the places and spaces where they play
In order to succeed in generational marketing, you need to be willing to try new things in order to show up where your audience is already spending their time. The more you understand their favorite channels and how they interact with each, the more authentic your communication will feel.
At the end of each round table discussion, I asked the students, “Are you all on LinkedIn?” The look on their faces said it all. I quickly reframed, “Ok, what channel do you use for networking?” The answer was unanimous: Instagram or Snapchat.
My millennial heart cringed a bit, but this was a moment of truth. It’s not about me, it’s about connecting with them in ways they prefer. “Ok,” I laughed. “Here’s my handle.”
What’s the takeaway?
One day you’re in and the next day you’re out. It’s never static. Just as the fashion designers on Project Runway had to evolve their craft each week to remain relevant and stay in the competition, it’s the same for brands.
Consumers are the judges. When they feel that a brand genuinely knows them, understands their needs and meets them where they are at – they are willing to keep a brand “in” the competition, dodging that bone-chilling, iconic phrase, “I’m sorry. You’re out.”