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Successfully Marketing to the Five Generation Workforce

 

For the first time in history, we have five generations in the U.S. labor force. This is due to greater life expectancy, increased divorce rate, more women in the workplace, and individuals forgoing college and going straight to a vocation right out of high school.

This can be a challenge for marketing professionals whose mission is to communicate the right message to the right audience at the right time. So here is a snapshot of what you should know about each generation and strategies to help you reach your target.

 

Silent: Ages 75 to 95 Years Old

 

  • It makes up 3% of the workforce.
  • Significant attributes: loyal, traditionalist, hardworking
  • Email and direct mail are the best marketing tools

Setting a Strategy

If they are a current client, they will continue to do so. They dislike change.

If it makes sense, get them involved as volunteers or mentors within your organization.
 

Boomers: Ages 57 to 74 Years Old

 

Setting a Strategy

If they are currently doing business with you, they will most likely continue along with that pat. Typically, in positions of power – Chief Executive Officers, Presidents, or Executive Directors – they are the decision-makers. Therefore, when marketing to this target, make sure your emails are brief, direct, and have a visible call to action.

 

Gen X: Ages 41 to 56 Years Old
 

  • It makes up 33% of the workforce.
  • Significant attributes: work/life balance, entrepreneurial, minimum supervision
  • Email and social media are the best marketing tools.

 

Setting a Strategy

This generation looks for positions with flexible schedules, the opportunity to telecommute, and is not necessarily loyal to their employer. They will take risks and can figure out a lot of things for themselves. They believe in promotions based purely on competency.  

If you're going to test out a new product or service, this is the best segment to do it with as they are risk-tolerant.

 

Millennials: Ages 25 to 40 Years Old
 

  • It makes up 35% of the workforce.
  • Significant attributes: tech-savvy, collaborative, loves structure.
  • Social media and texting apps are the best marketing tools

Setting a Strategy

This generation looks for a good cultural fit when they take a job. They like flexible schedules, embrace the latest technology, and are interested in immediate feedback. They are looking for learning opportunities but are open to using videos to help them. They dislike email and direct mail and will often ignore them.   
 

Gen Z: Ages 6 to 24 Years Old

  • It makes up 4% of the workforce.
  • Significant attributes: tech-savvy, prefer F2F meetings, transparent
  • YouTube, Instagram, Snapchat, and texting apps are the best marketing tools

Setting a Strategy

This generation is interested in mentorship and requires constant feedback. In addition, they love to play games. However, even with all the technology options, they prefer face-to-face communication.

Much like the generation before them, feedback is essential. However, in their case, it must be constant.

 

Key Marketing Idea

Marketing to all five generations can be tricky, time-consuming, and costly. In addition, if you try to be all things to all markets, your messaging end up very messy. Try these concepts instead: Prioritize your target market. Chances are, all generations are not attracted to your company. So put your targets in Class A, B, or C. In other words, perhaps you are trying to attract Gen X (Class A), Boomers (B), and Millennials (C). Your marketing strategy needs to follow accordingly.
 

About Mulligan Management Group

When you need digital marketing, consider us! We are located in Stow, Ohio.  Call (330) 472-7673 today to learn more about our services.

 

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