Update >> Generational marketing: how we define consumer types at Visionise
Next time you’re with your team discussing strategy, and someone mentions Gen Z, Gen X, Millennials and more - don’t panic. This quick guide will help. Many of the boards we work with have not experienced such rapid change in the food and drink industry in such a short space of time. It is essential to be aware of generational differences to build radical change - not just evolution. Many businesses invest in research, yet this research must be interpreted and actioned as an integral business process, not just a marketing project.
GENERATION ALPHA ~~
Born from about 2011 until 2025
Has a digital footprint before they even understand the term
Also referred to as the Glass Generation due to their predicted use of glass-fronted devices
Will take on jobs that don’t yet exist
Likely to interact with robots
GENERATION Z ~~
Aged 17 - 22
Never known a pre-digital world
Maturing earlier than ever
Savvy consumers and very questioning
ZILLENNIALS ~~
Aged 18 - 26
Micro generation that straddles Millennials and Gen Z
Highly influential consumer cohort due to disrupt consumption patterns
Committed to help communities and to be more caring and less wasteful
MILLENNIALS ~~ Aged between 23 and 38
Digital generation
Nurtured to believe in themselves
Entrepreneurial, disruptive and misunderstood
GERIATRIC MILLENNIALS ~~ aged 35-40
Young enough not to be fazed by digital tech
Old enough not to fear analogue activities
Did not grow up believing it possible or desirable to discuss our mental health, but are perfectly comfortable doing so now
GENERATION X ~~
Aged between 36 and 51
First latch-key generation
Straddled the advent of PC
Credit generation
Individualistic and sceptical
BABY BOOMERS ~~
Aged between 52 and 72
Post war security and wealth
Rock & Roll
First TV and Divorce generation
Optimistic & Driven
MATURE/SILENTS ~~
Aged between 73 and 91
Post war optimism and conformity
Richest retirees in history
Disciplined and cautious
WAR GENERATION ~~
Aged between 92 and 117
Children of WW1 and fighters in WW2
Age of Radio and Airflight
Resilient and resourceful
Do you have a long term vision for your top customers? Are you currently seen as the go-to supplier for consumer insight? What allowances have you made for the disruptive impact of the new gen consumers on your categories? Have you identified the “white space” for new contribution streams? This is where we can help, contact Rob for more info.