People are all different, which funny enough is one of the things we all have in common. We all come from different homes, different backgrounds, and different experiences. All these circumstances make us unique, so it only makes sense that we each respond differently to the world around us. A clear and interesting example of this is with promotions and discounts in retail. Naturally, some deals resonate more with certain demographics than others, and understanding this may be key to your own promotions strategy.

Over the past decade, advertisers have adapted to the boom of technology and the introduction of various new marketing channels and tactics. From a marketer’s perspective, effectively communicating with shoppers has never been more challenging, given that each generation’s buying habits vary significantly.

We surveyed consumers of all ages to find out which marketing tactics and channels resonate with each generation to help you streamline your advertising efforts and tailor your strategy to your target audience.

Move over, Gen Z. Brands are already working to tap Gen Alpha as influencers. Earlier this month, Claire’s introduced The Collab, a year-long marketing campaign featuring five Gen Zers and two Gen Alphas, the youngest of whom is seven years old. In May, the girls’ clothing brand Evsie created an ambassador program for those ages seven to 14. Meanwhile, the skincare brand Bubble lets anyone at least 13 years old apply to be a brand ambassador. The initiative is so popular that it had a waitlist of some 41,000 people as of July.

Face value: The global foundation of Beauty insights report combines Worldpanel’s global beauty purchase and usage datasets to paint a rich picture of industry dynamics. Simplified beauty routines are a global trend amid a transition to work-from-home and more relaxed social environments. Compared to 2019 and according to Face value: The global foundation of Beauty insights report, the usage of products among women overall declined by 7%.

Baby Boomers currently represent 20% of the US population, account for $78 trillion of the total U.S. $156 trillion assets, and have an average net worth of $1.7 million. In 2022, they accounted for just under a quarter of US spending. Yet, they are the least-mentioned segment across the marketing landscape, and 1 in 2 don’t feel represented in advertising.

When it comes to digital products and experiences, Boomers are often overlooked based on the assumption that they are overwhelmed by technology. “Digital Boomers,” Razorfish’s qualitative and quantitative study, in partnership with GWI, aims to debunk these myths. In reality, 1 in 2 boomers describe themselves as digital natives, 1 in 2 say they have an active interest in new technology, 9 out of 10 disagree with the notion that technology overwhelms them.

Uncover the hidden drivers and expectations of today’s consumers from Generation Z to Baby Boomers. Go beyond opinions with data from 1,500 consumers and gain actionable insights on CX expectations across generations and industries that you can use to future-proof your business.

Get answers to these important CX questions:

• How can you provide positive customer experiences that are memorable for each generation?

Transform your marketing and brand strategy by learning how Americans across generations engage with social media, including variations in platform usage, preferences in content, and engagement with influencers and brands online.

Media engagement differs significantly as we look across the spectrum of generations in America today; From linear media that is dominated by Baby Boomers, to social media—the media of choice for Gen Z. Brands and advertisers across industries must understand generational nuances in media usage to excel in the attention economy.

We asked 1,000 American consumers 15 questions about their preferences regarding online and offline shopping, multichannel retail, and self-checkout technology. Some insights were surprising. For example, Millennial participants integrated technology into their shopping behavior to a slightly larger degree than respondents from Gen Z.

Get a closer look at the survey questions and the participants’ answers by reading our eBook.