A lot can change in 72 years. Go back to 1946 when the U.S. population was 141 million and there were just a handful of computers, most measuring up to 1,800 square feet. Fast-forward to today and you’ll find 326 million people across the U.S., most with a computer in their hand (or pocket).
Born across that same timeframe and now active in the market and in most workplaces, there are currently five different generations that marketers must understand how to reach: Baby Boomers, Generation X, Xennials, Millennials and now Gen-Z.
So how do you connect your brand with these five different generations when they all bring diverse experiences – and expectations – to the marketplace? Participants in a recent study ranked promotional products as the No. 1 most effective form of advertising to prompt action across all generations. But each generation is unique and may respond to different types of products for different reasons.
Baby Boomers
Born between 1946 and 1964, “Boomers” make up 22% of the U.S. population. For years, Boomers were the largest generation and a key focus for marketers. But as they retire and leave the workforce, their influence has declined. But don’t forget them in your marketing efforts! Boomers spend a whopping $7 trillion per year on goods and services, and have a strong desire to stay in tune with the changing world around them.
PROMO TIP: While it may seem counter-intuitive, according to an Advertising Specialty Institute study Boomers favor mobile technology giveaways, and are mostly like to use and hang onto mobile power banks or audio accessories.
Generation X
Born between 1965 and 1980, Gen-Xers make up the smallest generation in the U.S. at only 15% of the population, but they make up the largest percentage of parents with dependent children AND adults in the household. They are perceived as resourceful and self-sufficient. They value independence and freedom. They’re also generally the most loyal with four out of 10 saying they stick to brands they like.
PROMO TIP: Like their older colleagues, Gen-Xers favor technology-related promotional items, but they also appreciate the simple things like writing instruments. Connect with this generation though products that combine these affinities such as the Dual Function Laser Pointer USB Memory Pen.
Xennials
They’re the “tweeners:” part Gen-X, part Millennial. Born between 1977 and 1983, Xennials – like their Millennial counterparts – grew up in a technology revolution and were easily able to integrate technology into their everyday lives. However, like their Gen-X siblings, they remember road trips without GPS and teenage years sans social media or a camera in everyone’s pocket.
PROMO TIP: When a generation has grown up with technology, sometimes it is the simpler things that excite them. According to the ASI study, Xennials are most excited to receive clothing – especially performance shirts and outerwear – from their favorite brands.
Millenials
Born between 1981 and 1996, Millennials (or Generation Y) now make up the largest generation, or a quarter of the U.S. population. As Boomers transition into retirement, Millennials are the new “go-to” group for generational marketing. They’re the most connected and educated generation to date, and focus less on self-improvement and more on seeking opportunities to develop their strengths and beliefs.
PROMO TIP: Millennials are not necessarily loyal to brand names, but engaging brand experiences. They value – and keep – giveaways that make them feel understood and that their personal cause matters. Something as simple as a t-shirt or a journal or bag made from recycled materials can help build these connections.
Generation Z
The newest generation entering the marketplace, Gen-Z (also known as iGen), makes up 19% of the U.S. population and includes anyone born between 1996 and 2010. Gen-Zers are new to the marketplace, but extremely tech and brand-savvy. They are the generation most persuaded by “influencers” and have come to expect brands to cater to them.
PROMO TIP: Items need to be fun, functional and trendy. These aren’t options, they are expectations for this generation. The PopSocket® Phone Stand has been hugely popular and is still going strong, but this on-trend generation will always expect the next new thing, which is where keeping in contact with the MARCO Promos team really pays off.
While there is no one-size-fits-all promotional product for all generations, one thing is true: doing your homework on your target audience(s) is sure to keep your customers coming back for more. If you’re not sure of the best approach for your organization, the MARCO Promos research team can help you identify promotional products that’ll make your audience say, “They get me. They really get me.”
