Cross-Generational Marketing 2025: Channel Rankings & Tactics

1. Social Media: Each Generation’s Distinct Digital Playground

Social media is ubiquitous, but each generation occupies different corners of the social landscape. Understanding where your target age group spends time (and how they use each platform) is step one in an effective strategy.

• Gen Z & Gen Alpha (Teens and 20-somethings): Visually rich, fast-paced platforms dominate. TikTok, Instagram, YouTube, and Snapchat are Gen Z’s favorites. In fact, 89% of Gen Z social media users are on Instagram, 84% on YouTube, and 82% on TikTok[1]. TikTok edges out Instagram as Gen Z’s go-to for product discovery and even news updates[2]. This cohort has never known a world without social networks – they use social media for everything from entertainment and shopping inspiration to customer service[3][4]. For example, 40% of younger consumers now turn to TikTok or Instagram instead of Google for searches[5], fundamentally shifting how brands must approach SEO and discovery. Gen Z also craves authenticity and interaction on these platforms. They flock to short-form video and viral content, but also engage with longer YouTube videos when they’re authentic or collaborative (think influencer collabs and unfiltered vlogs).

• Millennials (late 20s to 40s): As digital pioneers, Millennials are active on social too – but their platform mix differs. Facebook remains a staple for many Millennials (especially older ones), alongside Instagram and YouTube[6]. Millennials are currently the most active demographic on social media by share of usage (about 69% of Millennials use social in 2025)[7]. They were early adopters of Facebook and still use it to keep up with friends/family and brands – Facebook’s largest user segment is ages 25–34[8]. Instagram and YouTube are also heavily used by Millennials, though they are slightly less TikTok-centric than Gen Z. Still, a majority (58%) of Millennials use TikTok now[9], just not quite at Gen Z’s level (79%). Millennials also dominate Reddit’s user base (about 40% of Reddit users)[10], reflecting their penchant for forums and in-depth discussions. Platform usage for this group is broad – from LinkedIn for professional networking to Pinterest for trends – so a cross-platform presence is key[11][12]. Social media for Millennials is part entertainment, part utility (checking reviews, following news, etc.), and part loyalty – e.g. following favorite brands for updates or deals.

• Gen X & Boomers (50s and above): Older generations have embraced social media more slowly, and their preferences skew toward the familiar. Facebook and YouTube are by far the top social platforms for Gen X and Boomers[6][13]. Roughly 70% of 50–64 year-olds and 59% of 65+ are on Facebook, and an even higher share are on YouTube[14]. They use these mainly for keeping up with family, news, and hobby content. Other platforms see steep drop-offs with age – for instance, only 19% of seniors 65+ use Instagram[14], and just one-third of Boomers have ventured onto TikTok[15]. For marketing, this means Facebook is often the most effective social channel to reach older consumers. They’re also more receptive to content like Facebook Groups (community discussions) or YouTube “how-to” videos than ephemeral TikTok trends. Notably, Facebook doubles as a customer service channel for older users – Millennials, Gen X, and Boomers all name Facebook as their top channel for reaching customer support[16]. This indicates trust in Facebook’s utility among older demographics. Emerging platforms or meme-driven content are generally less effective with this cohort; a presence on the “tried-and-true” platforms yields better results.

Effectiveness rankings (Social Media)

• For Gen Z, social media is channel #1 (especially TikTok/IG/YouTube, which are nearly inseparable from their daily life).

• It’s also a top channel for Millennials (with Facebook/Instagram in the lead).

• For Boomers, social is a bit lower priority but Facebook and YouTube remain highly effective touchpoints, whereas newer social apps hold minimal sway.

Social commerce is rising across generations – even older consumers now shop via social. Facebook currently leads for direct purchases on social media (39% of social shoppers have bought via Facebook), but TikTok is close behind at 36% (driven by Gen Z), followed by Instagram at 29%[17]. Younger generations are pushing TikTok into a true shopping platform, while Boomers stick to Facebook, yet all groups are starting to buy through social one way or another.

Industry examples (Social Media)

• In fashion and beauty, social media is the kingpin for younger audiences – e.g. viral TikTok “hauls” and Instagram makeup tutorials drive Gen Z trends (the hashtag #TikTokMadeMeBuyIt is a real force!). Brands like e.l.f. Cosmetics have famously ignited sales by launching TikTok challenges and songs, knowing Gen Z lives on that platform.

• For tech products, YouTube and Reddit are important across ages (Millennials watch in-depth gadget reviews on YouTube; Boomers search YouTube for tutorials), while TikTok is emerging for quick tech tips among Gen Z.

• In entertainment, studios market to Gen Z with TikTok teasers and Instagram filters (for instance, the 2023 Barbie movie used TikTok trends to stoke hype), whereas an older-skewing film might still rely more on Facebook trailers and YouTube ads.

• Health & wellness brands targeting Boomers use Facebook communities or YouTube exercise videos, but to reach a 20-something for a fitness app, an Instagram influencer demo or a viral challenge (think push-up challenges on TikTok) is far more effective.

Finally, the tone and approach on social need to differ by age. Gen Z values authenticity, humor and activism on social – they respond to brands that are funny, “unhinged” or edgy (in a relatable way), and socially conscious[18][19]. A great example is Duolingo’s TikTok presence: the language app’s giant green owl mascot dances, jokes, and even threatens users in comedic skits. This absurd, self-aware humor has earned Duolingo over 11 million TikTok followers and massive Gen Z brand love[20][21]. By contrast, older consumers prefer a more informative or sincere tone. They may enjoy a witty Facebook post, but generally respond best to clear, helpful content (e.g. a Facebook video demonstrating a product or a heartwarming customer story). Millennials sit in between – they appreciate humor and engagement, but also expect professionalism and value. The key is to know your audience and meet them on the right platform with the right voice.

2. Influencers & Creators: Trust Signals for the Young, Skepticism for the Old

In the age of ad blockers and information overload, influencer marketing has become a cornerstone for reaching younger audiences. But its impact varies hugely by generation. Gen Z in particular trusts influencers and creators far more than traditional ads, whereas older generations remain wary or simply less engaged with influencer culture.

Influencer followings are generational: An estimated 77% of Gen Z (ages 13–24) and 50% of Millennials follow social media influencers, versus only 24% of Gen X and 17% of Baby Boomers[22]. This visual gap speaks volumes – influencers are a mainstream source of inspiration for young people, but barely register for many over 50.

• Gen Z & Gen Alpha: For today’s teens and young 20s, influencers are often the primary tastemakers. Growing up with YouTube and Instagram personalities, they view influencer content almost like the “reviews and recommendations” arm of marketing. In fact, Gen Z is the most likely of any group to say that influencer content influences their purchase decisions[23]. Nearly 4 in 10 Gen Z consumers trust influencers more now than they did a year ago[24]. They especially gravitate to relatable micro-influencers and content creators in niche communities (e.g. a TikTok fashionista with 50k followers can spark a micro-trend in a high school). Authenticity is paramount: 72% of Gen Z prefer real people in ads over celebrities, and 63% trust influencers more than famous endorsers[18]. This means a makeup tutorial by a favorite YouTuber or a Twitch streamer’s offhand mention of an energy drink can carry more weight for Gen Z than a primetime TV commercial. The influencer strategy that works: use platform-appropriate creators (TikTokers for viral challenges, Twitch gamers for sponsorships, YouTubers for in-depth reviews) and let them create content in their genuine voice. When done right, influencer collaborations provide Gen Z with the social proof they seek. For example, skincare brands like The Ordinary exploded among young consumers largely via TikTok skincare influencers’ recommendations, and Gen Z-targeted fashion brands routinely seed products with teen micro-influencers on Instagram to drive word-of-mouth. Industry tip: In beauty and fashion, Gen Z leans heavily on influencer tutorials and unboxings; in gaming and tech, they follow Twitch and YouTube personalities for honest reviews; even in CPG food, a Gen Z shopper might discover a new snack because a favorite TikToker made a funny video about it. The through-line is that peer-like voices resonate.

• Millennials: Millennials were the original social media content consumers (they remember the rise of bloggers and the first YouTube stars), so they do engage with influencer content – but a bit differently. Roughly half of Millennials follow influencers[22], especially in categories like parenting, home decor, fitness, and food where they seek tips and inspiration. They are comfortable with celebrity endorsements but also appreciate expert influencers (e.g. a respected tech YouTuber or a mommy blogger with credible tips). However, Millennials tend to be more critical of overt advertising – they’ve been online long enough to sniff out a disingenuous #ad. The influencers who sway Millennials often provide useful, longer-form content: think podcasts, detailed blogs, or YouTube channels. For instance, a Millennial might follow a finance influencer on Instagram who shares money tips, or a foodie YouTuber for new recipes – and those recommendations can drive purchases (studies show 63% of shoppers overall would buy a product recommended by a trusted influencer[25]). That said, Millennials’ trust in influencers isn’t as automatic as Gen Z’s. They typically need to feel the influencer is an authentic expert or peer. Brands can leverage this by partnering with influencers who genuinely align with the brand’s values and have subject-matter credibility. Example: in health & wellness, a Millennial might be persuaded by a registered dietitian influencer discussing a supplement, more so than a random TikTok personality. In tech, a Millennial might rely on a well-known YouTube gadget reviewer (like Marques Brownlee) rather than a flashy Instagram ad. Millennials respond well to influencers, but only when the fit and authenticity are clear.

• Gen X & Boomers: Here lies a stark difference – older generations are largely under-influenced by online creators. Only a quarter of Gen X and fewer than 1 in 5 Boomers follow social influencers[22]. Many in this cohort simply don’t spend as much time on the platforms where influencer marketing thrives (e.g. TikTok, YouTube, or Instagram), or they may view internet personalities as less credible than traditional experts. Older consumers tend to trust traditional authority and word-of-mouth over “internet fame.” That’s not to say they aren’t influenced at all – but the mechanism is different. A Boomer might be swayed by a recommendation from a friend on Facebook, an article by a columnist, or a segment on the news, rather than a 21-year-old TikToker doing a sponsored dance. When they do encounter influencer content, they often don’t recognize it as such or treat it with skepticism. One area where influencer marketing can reach older audiences is through established public figures: for example, an older home renovation YouTube channel or a well-known chef doing a Facebook Live might align more with their media habits. Also, celebrity influencers (TV personalities, sports heroes) still carry weight with older demographics – they just encounter them via TV or print more than Instagram. Bottom line: influencer marketing is least effective for Gen X/Boomers in most industries. Brands targeting seniors are usually better off using other channels (like email, search, or traditional ads), or choosing very targeted influencer collaborations (e.g. partnering with a respected expert who already has older followers, such as a Baby Boomer travel vlogger on YouTube).

Effectiveness rankings (Influencer marketing)

• Arguably #1 or #2 for Gen Z (in tandem with social media itself – the two go hand-in-hand for this cohort’s purchase journey[23]).

• For Millennials, it’s moderate to high – certainly important, but not as universally decisive as for Gen Z.

• For Gen X/Boomers, it’s low on the list of effective channels (unless you count traditional celebrity spokespeople, which isn’t the “influencer” we typically mean here).

Industry examples (Influencer marketing)

Many brands have cracked the code with influencer campaigns for young audiences.

• In beauty, brands like Glossier built a cult following by leveraging micro-influencers on Instagram and YouTube to review products – a strategy that spoke to Millennials in its early days and now Gen Z on TikTok.

• In fashion, the rise of TikTok stars has been key – e.g. Shein (apparel) ran TikTok hauls and paid collaborations with teen creators, fueling its growth with Gen Z shoppers[26].

• Meanwhile in food & beverage, one of the most unconventional success stories is Liquid Death (the canned water brand) – they embraced “niche, viral social media marketing, guerrilla tactics, and high-impact video content” to build a fandom[27]. Liquid Death sends free product to metal bands, skaters, and TikTok comedians who fit its irreverent image, rather than typical ads. The result: Gen Z and Millennials now account for ~80% of Liquid Death’s consumer base, drawn in by the brand’s edgy influencer-fueled mystique[28].

• Even in finance or tech, where trust is crucial, we see influencer education taking off (e.g. fintech apps partnering with YouTube educators or TikTok personal finance gurus to demystify investing for Millennials and Gen Z). On the flip side, a brand targeting, say, retirement plans to Boomers likely won’t invest heavily in influencer marketing – they’d allocate that budget to more direct channels.

Finally, transparency matters for all ages but especially for the skeptical older groups. Brands must ensure influencers disclose partnerships (to comply with regulations and maintain credibility). A well-aligned influencer campaign can humanize a brand – but a tone-deaf one can backfire. The key is authenticity: as one marketing expert notes, Gen Z “looks to creators for genuine recommendations” and favors brands that partner in “unique ways” with influencers who are real fans[29]. Meanwhile, Millennials will fact-check an influencer’s claims, and older consumers might ignore them altogether – so calibrate your investment in this channel accordingly.

3. Podcasts & Streaming Content: Turning Tune-In Moments into Marketing

The way people consume media is shifting from traditional broadcast to on-demand audio and video – podcasts, music streaming, and streaming TV are now integral parts of the media diet. But adoption of these formats varies: younger generations are leading the podcast boom, whereas older folks lag behind in digital audio but still partake in streaming video.

• Gen Z: Surprising to some, Gen Z has quickly become avid podcast listeners. Three-quarters of Gen Z adults (18–29) now listen to podcasts at least occasionally, up from 70% in 2024[30]. This young cohort is driving growth in digital audio – 30% of Gen Z now listen to 2+ hours of digital audio per week, a steep increase in the past couple years[31]. The content skew is unique: Gen Z favors comedy, true crime, and pop culture podcasts[32], often consumed via YouTube and Spotify (their top platforms for podcasts)[33]. Gen Z’s embrace of podcasts ties into their lifestyle – many use them as an escape or accompaniment to activities like exercising or commuting[34]. For marketers, this means podcast advertising and sponsorships can be very effective for Gen Z, especially if integrated authentically (e.g. a popular Gen Z podcast host doing a funny ad read). In addition, Gen Z is big on streaming video content: they largely prefer YouTube and subscription streaming over cable TV. They’re tolerant of some advertising on streaming – in one survey, 34% of Gen Z/Millennials were okay seeing ads on streaming video if it meant free content, compared to only 19% of older adults[35]. So, sponsoring content on Twitch streams, getting products placed in YouTube series, or running ads on platforms like Hulu or Spotify’s free tier can reach Gen Z where they spend hours of time. Notably, Gen Z often discovers new brands from podcast hosts or streamer shoutouts because they trust those personalities. A CivicScience study found Gen Z podcast listeners have higher purchasing influence from hosts compared to general listeners[36]. In short, reaching Gen Z means thinking beyond text and images – their eyes and ears are on streaming media.

• Millennials: This cohort was the original podcast generation and remains deeply engaged. In the U.S., 66% of 12–34 year-olds (Gen Z + young Millennials) and 61% of 35–54 year-olds (older Millennials + Gen X) listened to a podcast in the last month, showing Millennials are well represented in the podcast audience[37]. They helped fuel the medium’s growth early on (from Serial to myriad niche podcasts). Millennials are also heavy users of music streaming (Spotify, Apple Music) and have eagerly shifted to streaming TV (cord-cutting). Marketing to Millennials via podcasts can be powerful – host-read ads on popular podcasts (news, finance, parenting, etc.) often resonate as recommendations. Millennial listeners tend to be more receptive to informational or educational content – so a sponsored segment that provides value (e.g. a career coaching app discussed on a business podcast) may land well. On streaming video, Millennials span a range of behaviors: some watch ad-supported services (PlutoTV, YouTube) while others pay to avoid ads. Many Millennials love “bingeable” content on Netflix/Disney+, which is typically ad-free, posing a challenge for marketers. But creative solutions like product placement in streaming shows or branded content (like a mini-series funded by a brand) have emerged. Tactically, consider the content Millennial audiences enjoy: e.g. in tech and entertainment, sponsoring a segment on a tech YouTuber’s channel or a film review podcast might hit the mark; in health & wellness, perhaps partnering with a meditation app to sponsor a mindful living podcast, etc. Millennials also multitask with digital audio during work or chores, so concise, relatable messaging performs best. Importantly, Millennials still consume some traditional media (radio, TV) but increasingly through streaming equivalents (internet radio, podcasts, on-demand shows). They form a bridge generation – comfortable with both old and new formats – so an integrated approach (podcast + YouTube + some social clips) often works.

• Gen X & Boomers: Older generations are considerably less involved in podcasting and digital streaming, though they are catching up in some areas. Only 38% of Americans 55+ are monthly podcast listeners[38] – meaning most Boomers simply aren’t tuning in. Gen X is better (61% listened in the past month[39]), but still below younger cohorts. Many older adults remain more tied to linear media: live radio, broadcast TV, and cable. However, streaming video has made inroads – lots of Gen X and Boomers have Netflix or Amazon Prime Video, for example – but they might treat it like “TV without commercials” and thus be harder to reach with ads. For marketers, podcasts and streaming content are not top channels for older audiences. Placing an ad in a hit podcast might miss the Boomer segment entirely, no matter how popular the show is with 30-somethings. Likewise, while younger people might discover a brand via a mention on a Twitch stream, a Boomer likely will not. That said, there are niche opportunities: some Boomers do enjoy talk-radio style podcasts (news, history, gardening) – often the same content they liked on radio but now on-demand. Reaching them might involve advertising on those specific podcasts or streaming music stations that cater to classics, etc. Streaming video ads (such as on ad-supported TV apps or YouTube) can reach older viewers who use those platforms. For instance, many Boomers use YouTube to watch clips of TV shows or how-to videos; YouTube is used by 65% of 65+ adults[14], making it a viable avenue to show them a targeted ad or sponsored content. And don’t overlook connected TV: an older Gen X might be watching a free Roku channel with ads – those spots can resemble traditional TV commercials, which this group is used to. Overall, though, if you’re allocating budget to podcasts or new media content, know that the ROI will skew toward younger ears and eyes.

Effectiveness rankings (Podcasts/Streaming)

• For Gen Z and Millennials, highly effective (top-tier) – these formats have become a major part of their daily media, so marketing woven into them (sponsor messages, product placement, etc.) feels native and can be impactful.

• For older Gen X/Boomers, lower effectiveness – not because they aren’t listening/watching anything, but because they consume less on these new platforms and are less likely to act on what they hear in a podcast or see on a streaming app. Traditional radio/TV still outperform podcasts/streaming for the oldest segment, but since this guide focuses on evolving channels, the focus for Boomers might be minimal here.

Industry examples (Podcasts/Streaming)

• In entertainment marketing, podcasts and streaming are huge: e.g. Marvel studios launch companion podcasts and behind-the-scenes mini-documentaries on Disney+ to engage Millennial and Gen Z fans. In tech, many companies sponsor popular tech podcasts or YouTube tech channels to reach enthusiasts (a strategy aimed at 25–45-year-old tech buyers who listen to, say, TechMeme Ride Home or watch MKBHD on YouTube).

• Fashion and beauty brands have started their own podcasts (like Chanel’s podcast on creativity) targeting Millennials who enjoy long-form storytelling, or they sponsor true-crime podcasts popular with young women to subtly get in ads for their products.

• Health & wellness brands often leverage streaming audio – e.g. a meditation app might sponsor a self-care podcast, or a nutrition brand runs ads on Spotify workout playlists – knowing Gen Z and Millennials curate their life with audio. Meanwhile, a company targeting older consumers might lean on streaming TV ads: for example, a CPG brand aiming at Boomers could run commercials on an ad-supported classic TV streaming channel, capturing those who have ditched cable but still expect ad breaks.

One creative use of streaming content was Heineken’s sponsorship of Formula 1 races streamed on ESPN+, which exposed Gen X and Millennials to the brand during a sports event in a streaming context – blending an old marketing idea (sports sponsorship) with a new medium (OTT streaming). Podcasts specifically have enabled very conversational advertising. Brands like BetterHelp (online therapy) or HelloFresh (meal kits) grew by sponsoring podcasts across genres – banking on Millennials’ and Gen Z’s trust in their favorite hosts. The personal endorsement-style ads these hosts deliver often “feel like friendly advice” and can prompt action, a technique far more effective on younger listeners than a generic radio jingle might be.

4. Communities & Forums (Discord, Reddit, Facebook Groups): The New Digital Campfires

Consumers today don’t just passively consume content – they congregate in online communities to talk about their interests. These range from massive forums like Reddit to private chat servers on Discord, to old-school Facebook Groups and specialist communities (like niche subreddits or Slack channels). Brands that can authentically engage in or foster communities can build loyal followings, but generational usage of these community platforms diverges significantly.

• Gen Z: This generation is all about online communities, especially those that feel exclusive or tight-knit. Discord is a prime example – originally popular with gamers, it’s now used by 50% of Gen Z (while only 40% of Americans overall use it)[40]. Gen Z flocks to Discord servers for everything: favorite influencers or YouTubers have Discord fan servers, crypto and NFT communities live on Discord, study groups, hobby clubs, even brand-hosted Discords. The appeal is real-time, chat-based interaction with like-minded people. For marketers, Discord can be gold – if used carefully. Some brands have launched official Discord communities (for example, sneaker brands or streetwear labels creating invite-only servers to drop new releases or give loyal fans a space). This speaks to Gen Z’s desire for community and belonging; they want to interact not just with the brand, but with each other. Similarly, Reddit is heavily used by younger demographics for niche interests and unvarnished reviews. There’s a reason 1 in 10 Gen Zers turn to TikTok to find product info before Google, and many others turn to Reddit[41] – they trust peer opinions and crowd-sourced knowledge. Gen Z Reddit usage is high (54% of Gen Z Americans are on Reddit, more than the general population’s 43%)[42]. They use subreddits as communities – whether it’s skincare addiction, college advice, or fandoms. Marketing implication: Brands can engage in Reddit by participating in relevant subreddits (transparently and helpfully, not just advertising) or by hosting AMAs (Ask Me Anything) sessions with people behind the brand. When done right, this earns Gen Z credibility. Beyond Discord and Reddit, Gen Z even repurposes platforms like Pinterest as community tools – Gen Z usage of Pinterest has surged as they use it collaboratively to track trends or aesthetics[42]. They also jump onto new community-based platforms quickly (e.g., Gen Z drove the early 2022 buzz around the app Geneva, a group chat/community app, and BeReal, which has a friends-based community feel). In short, Gen Z finds community everywhere online – and they expect brands to show up in those spaces in an authentic, value-adding way. A great example is gaming communities: Gen Z gamers on Discord or Twitch chat appreciate brands like Xbox or Nike when they drop into discussions with genuine contributions (like offering sneak peeks or listening to feedback) rather than just pushing ads.

• Millennials: Millennials also value online communities, though their style differs. They grew up on forums and Facebook Groups. Facebook Groups in particular are a Millennial and Gen X domain – whether it’s local parenting groups, hobby groups (cooking, DIY, etc.), or professional networking groups. A lot of Millennials engage in these communities for advice and local recommendations. While Gen Z might be on Discord, a Millennial might be posting in a Facebook Group about the best stroller to buy, or browsing a subreddit about personal finance. Reddit is actually broadly popular with Millennials (they are a big chunk of Reddit’s users). According to one set of stats, Millennials make up around 40% of Reddit’s user base[10]. So Millennials are reading and contributing to Reddit threads for many decisions (e.g. checking r/Travel for destination tips, or r/SkincareAddiction for product advice). They also use LinkedIn Groups or Slack communities in professional contexts more than Gen Z (who are just entering the workforce). For marketers, reaching Millennials through community means being present where those conversations happen: sponsoring a popular subreddit (with Reddit’s ad platform or through an organic presence), cultivating brand-run Facebook Groups, or even creating your own community hub. Many brands have started online communities for loyalty – for example, Peloton (fitness) has a huge community of Millennial users on Facebook and in-app where they cheer each other on; Sephora’s Beauty Insider Community (a forum) was largely used by Millennial beauty enthusiasts sharing tips. These efforts pay off by turning customers into advocates. Another angle: Millennials love Q&A and review communities – platforms like Quora or TripAdvisor or specialized forums (like a car enthusiast forum) often see heavy Millennial participation. Ensuring your brand has a presence or at least monitors these can be crucial for reputation management.

• Gen X & Boomers: Older generations participate in online communities much differently. Boomers tend to favor more contained or familiar settings – notably email newsletters and Facebook Groups, and in some cases specialized forums (often those that started long ago on web 1.0). For many Boomers, Facebook itself is their community – they use their personal network or groups to discuss interests (like a “Classic Cars Enthusiasts 60+” group or a local neighborhood group on Facebook or Nextdoor). In fact, Nextdoor (the neighborhood social app) has significant Boomer usage – it ranks as uniquely popular among Boomers’ social interests[13]. Reddit and Discord usage by older folks is much lower. Only 17% of Boomers turn to Reddit for product reviews (though notable that some do – it even beats Google for 17% of Boomers looking up reviews)[43], but that’s a minority. Discord use among Boomers is minimal (they didn’t grow up with chatrooms in their pocket). So marketing efforts on Discord or youthful forums will miss most Boomers. Instead, to engage older consumers in a community sense, Facebook is the prime avenue. Brands do things like creating Facebook Groups for loyal customers (for instance, a travel company might have a “55+ Travel Lovers” group that the brand’s community managers nurture, sharing tips and deals). Also, forums still matter for certain industries with older demographics – think of things like gardening forums, home improvement message boards, or health condition support groups. Many Boomers trust and frequently visit these niche communities. Smart marketers working in, say, healthcare or senior products sometimes partner with those communities (perhaps sponsoring the forum or providing expert moderators to answer questions). Additionally, email-based communities (like email discussion lists or very active newsletter comment sections) might resonate with older Gen X/Boomers who are more email-centric.

Effectiveness rankings (Communities)

• For Gen Z, community-based marketing is extremely effective (arguably top-tier, because if you can get Gen Z talking about and advocating your brand within their communities, you’ve achieved word-of-mouth nirvana).

• For Millennials, also very effective, especially via platforms like Reddit and Facebook Groups that they actively use for research and recommendations.

• For older Gen X/Boomers, moderately effective – if you leverage Facebook or established forums you can reach them, but other channels (like email or TV) might still have more direct reach. However, if you do foster a genuine community among older customers (say a VIP club or local group meet-ups), the loyalty that results can be formidable. It’s just that digital community platforms beyond Facebook are not heavily used by this group.

Industry examples (Communities)

• In tech and gaming, cultivating community is essential for Gen Z and Millennials – e.g. Sony’s PlayStation brand engages fans on Discord and Reddit, and many tech startups have online user communities (sometimes on Slack or Discord) where Millennials can give feedback and connect – building engagement beyond the product.

• In fashion/streetwear, brands like Nike and Adidas have used community platforms to drop limited releases (Nike’s SNKRS app has community features, and Adidas partnered with Discord for exclusive drops), knowing sneakerhead communities drive hype (this is huge with Gen Z/Millennial males).

• Beauty brands often lean on Facebook Groups or brand-run forums where enthusiasts (largely Millennial women) swap looks and tips – Glossier, for example, benefited from a tight-knit community of fans on social media and Reddit who basically did grassroots marketing for them.

• In food & beverage, take Starbucks: it effectively has community elements in its rewards app (people discuss secret menu items on Reddit) and engages customers for ideas via its My Starbucks Idea platform (a sort of community brainstorming site), which appealed to Millennials.

• Meanwhile, for health & wellness targeted at older adults, companies sponsor community education sessions (both in-person events and online groups). For instance, a pharmaceutical brand might quietly support a Facebook support group for patients with a certain condition, offering expert insights – a delicate but impactful community involvement for Boomers who rely on peer support in managing health.

And we can’t discuss community without highlighting Liquid Death again: beyond edgy ads, they built a community of die-hard fans by integrating into subcultures. They show up at music festivals and extreme sports events with their product (placing themselves in the community environment Gen Z and Millennials love)[44]. They even have a Discord-like vibe in how they communicate – treating fans as an insider club. The result: fans create UGC memes, defend the brand online, and essentially run a free fan community that keeps the buzz going[45][46]. That’s the power of aligning with a community’s values and humor. On the flip side, consider AARP (formerly the American Association of Retired Persons), aimed at Boomers: they run robust community forums on their website and local chapters that meet up – a very different style of community, but highly effective for engagement and loyalty among older members.

5. SMS, Text Messaging & WhatsApp: Direct Line to the Phone (Handle with Care)

In an era of overflowing inboxes, text messaging (SMS) has emerged as one of the most immediate and attention-grabbing marketing channels. From flash sale alerts to delivery updates, texts have a stunning open rate – but consumer attitudes toward marketing texts vary by age. Similarly, messaging apps like WhatsApp or Facebook Messenger are critical channels in many regions and demographics. Here’s how texting and messaging stack up generationally:

• Gen Z: As true digital natives, Gen Z lives on their smartphones and is highly comfortable with texting as a communication mode – including with brands, when done right. In fact, about 85% of Gen Z are opted in to receive texts from businesses, a sharp jump from just a year prior[47]. They even check messages ridiculously fast: 44% of Gen Zers look at new text notifications within one minute of receiving them[48]. This means SMS can be a powerful way to reach young consumers instantly – whether it’s a limited-drop notification (“New sneakers just dropped – 10 minutes early access!”) or a personalized reminder. Gen Z generally prefers text or push over email for short, urgent communications. One report noted nearly 70% of Gen Z prefers getting updates/deals via push notifications instead of email[49] (push is closely related to SMS in spirit – direct phone alerts). They appreciate the immediacy and brevity. However, this comes with a caveat: Gen Z has zero tolerance for spammy or irrelevant texts. They will mute or block brands that over-text or send generic blasts. The key is to provide value (e.g. a discount code, an exclusive drop, a useful reminder) and to sound authentic (Gen Z responds to casual, friendly tone even in texts). WhatsApp and other messengers: In the U.S., Gen Z’s use of WhatsApp isn’t as high as in some countries (it’s more popular in Europe/Latin America). But they do use iMessage, Snapchat, and Instagram DMs extensively to communicate. Brands targeting Gen Z have experimented with text-based conversational marketing – for instance, some fashion retailers set up SMS concierge services that let Gen Z shoppers text questions and get styling advice, which resonates with those who prefer chat over calls. Also, community text platforms (where fans can sign up to get texts from a celebrity or influencer) have taken off with Gen Z – showing they’re open to marketing via text as long as it feels personal and exclusive.

• Millennials: Millennials grew up texting (remember T9 and early SMS plans), so they’re at ease with text communication – and they like the convenience it offers for brand interactions. Around 78% of Millennials are subscribed to receive texts from businesses (only slightly less than Gen Z)[47]. They’re a big reason why SMS marketing took off in the 2010s, with many signing up for texts from retailers to get coupons or shipping updates. One striking stat: 75% of Millennials say they prefer SMS communications for things like deliveries, promotions, and surveys[50]. The read-rate for texts is sky-high across age groups (often cited ~98% within a few minutes), and Millennials are no exception – they’re likely to open a text pretty much instantly. The difference is, Millennials might be a bit more protective of their texts than Gen Z. They remember the spam texts of early 2000s and won’t hesitate to text “STOP” if a brand abuses the privilege. But if used thoughtfully, SMS is often ranked as a top channel for Millennial engagement. For instance, ecommerce brands targeting Millennials (fashion, beauty, etc.) frequently use SMS for abandoned cart reminders or VIP early access sales, and see high conversion rates. WhatsApp & messaging apps: Many Millennials use Facebook Messenger (often to chat with businesses – e.g. asking a question to a company’s Facebook page and getting a Messenger response). WhatsApp in the U.S. is common among Millennials in immigrant communities or those with international contacts, and globally it’s huge. Businesses using WhatsApp for customer service or promotions (more common in regions like Europe, India, LATAM) can find Millennials receptive – they appreciate the convenient, informal chat rather than a formal email or waiting on hold. Overall, Millennials rank SMS/Messaging as one of the most effective direct channels – it’s immediate but not as intrusive as a phone call, and doesn’t get lost like email. They tend to use texting for both personal and professional comms (e.g. plenty of Millennials get appointment reminders by text, etc.), so they’re conditioned to check and act on texts.

• Gen X & Boomers: Older generations are a mixed bag when it comes to texting. Gen X (40s–50s) have largely adopted texting in their daily lives – they text their family, use it for work coordination, etc. Many have also begun to engage with business texts: 81% of Gen X in one survey were opted in to business texts, which actually slightly exceeds Millennials’ rate[47]. This suggests Gen X is quite open to SMS for practical purposes. They appreciate reminders (doctor’s appointments, prescription ready alerts) and even promo codes via text, especially if they’ve explicitly signed up (like a grocery store text club for weekly deals). Baby Boomers (60+) historically were less techy with texting, but even they have come around – most Boomers do text personally now (especially with family). For marketing, older Boomers might still prefer a phone call or email from a business, but younger Boomers and Gen X will often be fine with texts. However, trust is key: older folks are very wary of scam texts (phishing etc.), so unknown numbers are likely to be ignored or assumed fraudulent. Brands need to clearly identify themselves and provide useful info. Also, older people may not respond as quickly – a Boomer might not have their phone glued to them like Gen Z does. WhatsApp for older generations: outside the U.S., WhatsApp is widely used by all ages for family chats (e.g. Grandma on WhatsApp to see grandkids’ photos). Some businesses engage through WhatsApp (like sending order updates, or small businesses taking orders via WhatsApp). Boomers in the U.S. use Facebook Messenger quite a bit (because they’re on Facebook). For example, they might message a local business through its Facebook page. Overall, SMS for Gen X/Boomers is best used for functional communications – think confirmations (“Your order is ready for pickup”), straightforward offers (“Show this text for 15% off your next oil change – reply STOP to opt out”), and urgent alerts (like flight changes). If it veers into too-chatty or frequent, it could annoy them more than it would a younger person.

Effectiveness rankings (SMS/Text)

• For Gen Z and Millennials, very high – arguably one of the most reliably effective channels for prompting action (due to near-100% open rates). Some marketers put SMS in the top 3 channels for under-40 audiences, especially for time-sensitive engagement.

• For older Gen X/Boomers, moderate – effective for certain use cases (reminders, special alerts) but not as universally welcomed for marketing content. Many older adults still prefer email or a phone call for detailed info, and consider texts more limited to short notices.

Industry examples (SMS/Text)

Virtually every industry has found a use for SMS.

• In fashion/retail, brands like Fashion Nova and Glossier built their Millennial and Gen Z customer base in part by blasting exclusive coupon codes and “back in stock” alerts via text – leading to immediate sales spikes. A timely SMS like “🔥 50% off sitewide for the next 4 hours!” can drive a frenzy among young shoppers.

• Food & beverage/CPG: Many restaurants and cafes use SMS for loyalty (e.g. text codes for a free coffee on your birthday). Fast-food apps send push notifications, but also SMS for those who opt in. And for groceries, older customers might appreciate a text about curbside pickup being ready.

• Beauty and health: Sephora has an SMS program that sends beauty tips and product recommendations to subscribers – given that 85% of Gen Z opted in to texts in 2024[47], this meets younger beauty enthusiasts where they are. On the health front, pharmacies (CVS, Walgreens) send prescription refill texts – a hit with Gen X/Boomers who rely on those reminders.

• Tech and entertainment: Streaming services sometimes text when a new episode is out or if your subscription payment failed (playing on FOMO for Millennials/Gen Z who don’t want to miss out on buzz). Gaming companies will text Gen Z players about in-game events or use WhatsApp communities to share esports news.

• Travel and hospitality: Airlines and hotels heavily use SMS across all ages – flight delay alerts, check-in links, etc. Here, older travelers have come to expect these texts for convenience. And travel deals via SMS (for instance, a flash sale on airfares) can prompt immediate booking from the always-on Millennial traveler.

One interesting anecdote: Brands are finding creative angles with texting. For example, some alcohol brands (like a wine company) set up SMS advice lines – e.g. text a sommelier for pairing advice – targeting Millennials who enjoy novelty. WhatsApp Business has allowed small shops globally to send out broadcasts about new products; in markets like India, this catches everyone from Gen Z to Boomers because WhatsApp is ubiquitous. In the U.S., political campaigns discovered that older voters do read texts – 2020 and 2022 saw massive SMS outreach even to Boomers for fundraising and GOTV (Get Out The Vote). The mixed reactions (some felt spammed) show the importance of frequency control and targeting.

To wrap up: SMS is highly potent but requires permission and finesse. As one marketer put it, you’re in someone’s personal space when you text them. Gen Z might invite brands in if they get something out of it (nearly instant info, a deal, a two-way dialog even), whereas Boomers require clear value and minimal intrusion. Use it wisely, and it can outperform email by leaps and bounds in engagement. As evidence, average SMS open rates hover around 90%+, dwarfing email’s ~20% – and click-through rates for texts can be 5x higher than email in some campaigns[51]. It’s a channel where brevity and timing are everything.

6. Push Notifications & In-App Messages: Pinging Customers on Their Turf

Push notifications – those little alert banners from apps or websites – are another direct conduit to users, and they’ve become a staple in mobile marketing. They can be incredibly effective at re-engaging users, but also incredibly annoying if overused. Here’s how different generations respond to push and in-app messaging:

• Gen Z: Push notifications are practically background music to Gen Z’s life – this cohort gets an average of 180+ phone notifications a day[52], the highest of any group. They’re used to constant pings (social media updates, breaking news, game alerts, etc.). Surprisingly, Gen Z doesn’t mind a notification or two from brands they care about. A McKinsey report found that nearly 70% of Gen Z prefers relevant updates and promotions via push notifications rather than email[49]. This is huge – it means if you want to tell a Gen Z shopper about a flash sale or a new feature, you’re often better off using a push (through your app, or a web push) than sending an email that sits unread. Gen Z values speed and relevance. They will quickly tap on a notification that interests them (say, a sneaker app push: “New Air Jordans just dropped, click to snag yours”) because it’s immediate. They also often allow notifications for their favorite apps. However, Gen Z is also quick to curate their notifications. Many use Do Not Disturb mode or notification summaries to avoid overload[53]. So, to effectively reach them, your push must be timely, personalized, and ideally a bit fun. One trick that works on Gen Z (and younger Millennials) is using emojis and a conversational tone in push messages – studies show emojis in push notifications can boost click-through by up to 124% in some cases[54], and playful tones match Gen Z’s style. For example, a beauty app might send a push saying “💄 Psst… New lipstick shades just dropped! Get them before they’re gone 🔥”. Gen Z also expects personalization: if they feel spammed by irrelevant pushes, they’ll disable them. So, brands should use data (browse history, past purchases) to send Gen Z triggered pushes that feel useful (like “Your size is back in stock!” or “Event tonight at your campus store”). Done right, push notifications are key drivers behind Gen Z’s mobile purchasing behavior, by creating a sense of urgency and FOMO in real time[55][56].

• Millennials: Millennials are heavy app users too, and they’ve been interacting with push notifications since the smartphone era began. They generally find push notifications convenient for things they care about (e.g. shipping updates, ride arrival alerts, bank fraud alerts) but they might have a slightly lower tolerance for pure marketing pushes than Gen Z. Still, a majority of Millennials have not shut off all notifications – especially from retail, travel, or news apps they use. In one survey, 51% of Millennials said they find mobile app notifications useful, especially for personalized deals[57]. The key for Millennials is context and frequency. They are busy (often juggling work, possibly kids), so they appreciate notifications that save them time or money – a push about a price drop on an item in their cart, a reminder that an offer is expiring, or an alert that a favorite product is back in stock. They are less enthused by generic “daily deals” pings or overly frequent nudges, as they may perceive those as spam. Millennials were known to heavily use email for deals, but with inboxes cluttered, many brands have successfully migrated some of that to push – essentially treating push like the new direct marketing. For example, Starbucks brilliantly uses in-app messages and push: a Millennial user might get a push at 2pm: “Need a pick-me-up? Half off a Frappuccino in the next 2 hours. Show this code ☕️.” It feels personal and timely, and it’s on their phone where they can act on it immediately, leading to a notable traffic bump in stores. In-app messages (those pop-ups or banners inside an app) also work well for Millennials after they’ve opened the app – e.g. a travel app might show a personalized “Book your next trip for 10% off” in-app banner. Millennials respond to clear value propositions in pushes – and like Gen Z, they enjoy clever or friendly wording rather than corporate-speak.

• Gen X & Boomers: Older users can be more apprehensive about push notifications. Some in these groups have fewer apps or don’t grant permissions readily, so reaching them via push can be hit or miss. However, those who are tech-comfortable do see the utility in important alerts. A Gen X user might appreciate a news app’s breaking news push or their pharmacy app’s refill reminder, but they might be less appreciative of a retail app pinging them about a sale while they’re at work. It’s also common that older users don’t know how to turn off notifications, so they might begrudgingly tolerate them or find them annoying without taking action. This puts more onus on brands to not abuse that channel, especially for Boomers. Another factor: older eyes and cognitive load – too many or too tiny notifications can be overwhelming, so simple, infrequent pushes work best. For instance, an older user might respond well to a push that “Your prescription is ready for pickup at Walgreens” or “Don’t forget your flight check-in”, as those are helpful. But if a department store app bombards them with daily promos, they may uninstall the app entirely. It’s telling that when users feel bombarded, 42% will adjust settings or opt out of notifications[58] – likely skewing towards older users who have less patience for the dinging. Overall, push notifications rank lower in marketing priority for reaching Boomers than channels like email. But for Gen X (who overlap a lot with Millennials in behavior), push can still be moderately effective if used judiciously.

Effectiveness rankings (Push/In-app)

• For Gen Z and Millennials, high – it’s one of the fastest ways to drive action, especially among app-heavy users. Some e-commerce brands report push notifications achieve click-through rates around 20%, far above email[59], when the message is targeted and contextual. Many young consumers actually prefer a push for urgent info (sales, drops) because they know they’ll see it in time.

• For Gen X, medium – effective for those engaged with certain apps, but not as universally reliable.

• For Boomers, low – only effective in specific scenarios (mostly service-related notifications rather than pure marketing).

Industry examples (Push/In-app)

• Retail & e-commerce: Many shopping apps credit push notifications for driving repeat visits – e.g. Amazon uses push to alert when an order ships (cross-selling other deals in the notification sometimes), and flash-sale sites like Zulily or Wish send multiple pushes a day to spur impulse buys (aimed at Millennials predominantly). Fashion retailer ASOS targets Gen Z with push alerts for limited-time discount codes during slow hours, seeing immediate traffic surges.

• Travel/hospitality: Airlines and booking apps send push alerts for price drops on routes you searched (Millennials love snatching a deal the moment it hits). Airbnb notifies users of new messages or special offers in destinations of interest – subtle marketing that keeps Millennials engaged with the app. Hotels might push an upgrade offer the day of check-in (targeting Gen X/Millennials with some discretionary budget).

• Media & entertainment: Spotify and Netflix deliver personalized push notes – “New album from an artist you like” or “Season 3 of your show is now streaming” – which drive Gen Z/Millennials to open the app and consume content (and encounter any in-app promotions). News apps target all ages but calibrate content – a Gen Z might get a push about a viral meme story from BuzzFeed, whereas a Boomer’s CNN app might push a stock market alert.

• Finance & services: Banking apps use push to great effect across generations – fraud alerts, balance drops, or even budgeting tips (Millennials love these, Boomers appreciate security alerts). This keeps users engaged and ups trust. Some fintech apps targeting Gen Z gamify finances with push challenges (“You saved $50 on dining this week, try to beat that next week!”).

• Gaming: Mobile games mastered push with Gen Z and Millennials – “Your energy is refilled, come play!” or limited-time events notifications re-hook players. Even Boomers playing casual games (Candy Crush et al.) get nudges to come back – a tactic that’s worked to retain users of all ages, but especially younger where FOMO kicks in.

One cautionary tale: push notifications can backfire if misused. For example, Panera Bread reportedly sent a push notification to users saying “Are you awake? It’s time for a bagel!” early in the morning – which annoyed some folks who didn’t want their phone buzzing for that. The lesson is to segment and time pushes wisely (maybe target that at known frequent breakfast buyers, not everyone, and not at 6am for all time zones!). On the flip side, when Apple’s iPhone had a rare outage in 2022, one savvy airline sent a push saying “Can’t get texts? We’ll keep you posted right here in the app” – a helpful message that built goodwill, especially with Gen X/Boomer travelers confused by the outage.

Bottom line: Push notifications, like SMS, are intimate – you’re on the lock screen. Gen Z and Millennials have welcomed many brands into that space, provided they bring real value or joy. Gen X and Boomers keep a smaller circle of trust there. If you respect the user’s attention with well-crafted, personal, and sparse notifications, this channel can outperform many others in driving engagement and conversion.

7. Email & Lifecycle Flows: Oldie But Goodie – With a Generational Twist

Email is the granddaddy of digital marketing – often proclaimed “dead” for years, yet it remains one of the highest ROI channels overall. However, the way different generations use and respond to email varies widely. Younger folks treat email very differently than older cohorts, affecting how marketers should approach newsletters, promotions, and triggered email flows.

• Gen Z: To Gen Z, email is something you have to have (for school, account sign-ups, receipts), but it’s generally not a preferred communication channel for social or brand content. Many teens and early 20-somethings consider email a somewhat formal or antiquated medium – some jokingly call it “the new snail mail.” They tend to use email mainly when necessary, not for enjoyment. Data backs this up: Gen Z reports checking email mostly for school/work and FOMO (fear of missing out on official updates)[60], but 11% of Gen Z in a survey admitted they don’t check email unless they absolutely have to[61]. That’s a sizable chunk essentially ignoring personal emails. Additionally, over half (52%) of Gen Z says email stresses them out[62] – likely due to overflowing inboxes or uncertainty about email etiquette[63]. That said, Gen Z doesn’t consider email completely obsolete – 63% don’t think email will be obsolete in 10 years (though some wish older folks would move on)[64]. They tolerate it, but it’s not their first choice for brand engagement. For marketers, this means you can’t rely on email alone to reach young consumers, especially for initial contact or engagement. A Gen Z might grudgingly search their inbox for a discount code if they know they have one, but they’re unlikely to read long email newsletters or brand stories there. They prefer quick-hit content on other channels. However, transactional and lifecycle emails (the ones triggered by their actions) are still important for Gen Z: order confirmations, shipping notices, password resets – these will be opened because they’re needed. Also, if the content is highly personalized and valuable (e.g. “Welcome to our VIP program, here’s your unique perk”), they’ll pay attention. One strategy to engage Gen Z via email is to keep it short, visual, and mobile-friendly (most Gen Z read emails on their phones). Think concise text, punchy subject lines with emojis (yes, even in “serious” brands – Gen Z is fine with “Your Order 💜 Is On The Way” subject lines). Also, consider integrating email with other channels: for example, send an email but also follow up with a quick text or push for important announcements, covering your bases with Gen Z. In summary, for Gen Z, email is best used as a utility and backup channel, not the frontline of a marketing strategy. It’s where you deliver the “paper trail” of communications and maybe the occasional offer, but expect lower engagement than other channels.

• Millennials: Millennials are the generation that grew up with email and still use it heavily (perhaps too heavily, given how many work emails they wade through). They are comfortable with email for both personal and promotional use. Many Millennials actually like getting brand emails, as long as the content is relevant. In fact, Millennials have long been the most likely to sign up for brand newsletters and deal alerts – one stat from prior years noted ~80+% of Millennials use digital coupons, often delivered via email[65]. Millennials often start their day checking email (especially older Millennials). They’ve also adapted to managing email overload with filters and promotions tabs (hello, Gmail). So while they may not read every brand email, they certainly see them and will open ones that catch their interest. The ROI of email marketing often comes largely from the Millennial and Gen X segments, who still convert from a well-crafted email. Millennials respond well to personalization and storytelling in email. They remember the heyday of interesting brand newsletters. They’ll read a longer email if it’s entertaining or informative (think content marketing style – recipes, style tips, travel guides that incorporate products). They also love triggered email flows that feel tailored: for example, a Millennial shopper who abandons a cart might get an email with the exact item and a “We thought you might change your mind – here’s 10% off to make it easier” message, and that often seals the deal. Lifecycle emails (welcome series, birthday offers, post-purchase follow-ups) are very effective on Millennials, who appreciate the sense that a brand remembers them personally. Data shows email still drives strong results: industry benchmarks often show ~20% open rates and high ROI (like $36 return per $1 spent historically) – and a lot of that is because Millennials do engage and purchase via email, especially for online shopping. Another factor: as Millennials age into their 30s and 40s, they’re becoming more like Gen X in behavior – relying on email for daily organization, receiving bills, work correspondence – so they check it routinely. It’s a reliably reachable channel for them, even if not as instantaneous as SMS. So for marketers, email is a cornerstone for nurturing Millennial customers. It’s where you send more detailed information, where you can explain a loyalty program, deliver e-receipts with cross-sell recommendations, and request reviews. Millennials will click around in those emails if interested. The main competition for attention in their inbox is volume – you need strong subject lines and value propositions to stand out from the dozens of other unread promos. But if you’ve built brand affinity, Millennials will actually look for your emails (e.g. “It’s Wednesday, my favorite clothing brand usually sends new arrivals – I’ll peek at that during lunch”).

• Gen X & Boomers: For the older crowd, email is familiar, trusted, and often the preferred digital channel. Many Gen Xers and Boomers are not as active on social media or texting, but they do check email regularly. They treat an email from a brand somewhat like they used to treat postal mail flyers – maybe not thrilling, but a normal way companies communicate. Importantly, older adults tend to have more time or habit to read emails thoroughly. A Boomer might actually sit down at a desktop computer and open emails from retailers or their bank and read line by line (something a Gen Z would rarely do!). That means if you want to convey detailed information to older customers, email is absolutely the way to go. Whether it’s a lengthy explanation of a new insurance policy feature or a travel itinerary, they’re comfortable receiving it in email format. Promotional emails also work well: Boomers are known to be diligent coupon collectors – and now that’s shifted to digital. For example, 89% of Millennials and a large portion of Gen X will try a new brand if offered a discount, and many Boomers too rely on emailed coupons[66]. Boomers often print out emailed coupons or show the code on their phone in-store. They also forward emails – an older person might forward a sale email to their spouse or friend (“Look, this cruise is on sale, should we book?”). One thing to watch is format: ensure your emails are easy to read for older eyes (larger font options, not too cluttered). And be mindful of trust signals – older users are aware of scams and might be hesitant to click links. Having recognizable sender names, clear subject lines, and maybe a note like “You signed up for this” in the footer can reassure them it’s legit. Lifecycle emails for older customers (like re-engagement if they haven’t shopped in a while, or a happy birthday note with a special offer) can reactivate them effectively – they appreciate the courtesy. While Gen Z may scoff at a birthday email, Boomers often enjoy those little perks. Gen X, sitting between Boomers and Millennials, usually behaves closer to Millennials digitally, but with perhaps slightly less smartphone obsession. They’re often checking email on both phone and computer, and appreciate both efficiency and detail. Email suits them well for balancing work and personal life communications.

It’s worth noting that email is still king for certain types of transactions across all ages: receipts, confirmations, official communications. And if a user needs to search for info later (“Where’s that order number?”), email is where they’ll look, not their texts or DMs. So it remains a backbone channel for record-keeping and trust.

Effectiveness rankings (Email)

• For Boomers and Gen X, top-tier – likely the #1 digital channel to communicate and market (since they may not be on newer channels as much).

• For Millennials, high – still one of the most effective channels alongside social and SMS, especially for driving repeat purchases and sharing content.

• For Gen Z, low to medium – necessary for certain uses, but not very effective for initial engagement or frequent touch; better for backup communications and formal stuff.

To put it another way: If you’re targeting a 60-year-old, you might allocate a big chunk of marketing effort to email newsletters and drip campaigns. If you’re targeting a 20-year-old, you’d focus elsewhere (social, SMS, etc.) and use email as a safety net (make sure they get receipts, and maybe send a monthly roundup that they might open if bored).

Industry examples (Email)

• Retail/e-commerce: Virtually every retailer uses segmented email lists to great effect with older segments. For example, QVC/HSN (which has a large Boomer audience) sends daily deal emails that directly generate sales from that group. Meanwhile, Amazon leverages email for all ages by sending personalized product recommendation emails (“You might like…”) – a strategy more likely to convert a Millennial or Gen X who browses those at work. Etsy sends cart reminder and “item favorited is on sale” emails which appeal to Millennials and Gen X who use Etsy for unique finds.

• Travel & hospitality: Airlines and cruise lines rely heavily on email for marketing packages, especially to Boomers (e.g. Princess Cruises emailing retirees about Alaska cruise deals – high conversion because that’s how that demographic prefers to receive info). Also, travel itineraries and loyalty program updates via email keep older travelers engaged and aware of their points – something a quick push might not achieve as well. For younger travelers, companies like Airbnb use email to send inspirational content (city guides, etc.), knowing Millennials might actually read a cool travel story in an email.

• Finance & insurance: Banks and insurance companies communicate policy updates, new offerings, or tips primarily by email or snail mail to older clients. They know an email explaining a new credit card benefit will likely be read by a Gen X cardholder. Fintech apps targeting Gen Z, on the other hand, rely more on in-app messages; they use email mainly for formal monthly statements or when required. - Tech and software: B2B tech companies still find email newsletters and webinars via email sign-ups effective for engaging Millennials and Gen X professionals (who check work email constantly). For Gen Z new entrants, some companies try more SMS or social engagement, but when Gen Z enters the workplace, they adopt email quickly for professional comms.

• Media: Substack newsletters, for instance, have revitalized email for younger audiences to a degree – Gen Z and Millennials do subscribe to email newsletters on topics they love (tech, fashion, politics). For brands, collaborating or advertising in those can indirectly reach younger readers via email in a context they actually pay attention to. But that’s more content marketing.

A compelling stat about ROI: Email marketing still boasts one of the highest returns – often quoted as $42 return per $1 spent as of mid-2020s, though it varies[67]. That number is buoyed by older consumers’ engagement. As evidence, brand experiences via email often feel more “official” to older consumers, which builds trust. A Baby Boomer might think “If they sent me an email, it’s serious”, whereas a Gen Z might think “If they sent me an email, it’s because they couldn’t reach me elsewhere.”

To optimize across generations, many brands now adopt omnichannel “lifecycle flows”: for example, if a new user signs up (regardless of age), they get a welcome email series and perhaps an app tutorial and a retargeting ad on social. Each generation then gravitates to the channel they like. So email often underpins these flows as a catch-all.

In conclusion, email is far from dead – it’s just evolving into a more utility and loyalty-centric role, especially for younger consumers. But it remains a powerhouse for driving sales and maintaining customer relationships with the generations that grew up reading their “You’ve got mail!” with excitement.

8. Sponsorships & Branded Content: Subtle Influence Through Association

Sponsorships and branded content are marketing tactics as old as marketing itself – from brands sponsoring radio shows in the 1940s to Red Bull creating extreme sports content today. What’s changed is how different generations perceive and react to branded content. Some see it as valuable and clever; others might be cynical. Let’s unpack this channel:

• Gen Z: This cohort has finely tuned ad detectors and often resents overt advertising. However, they embrace brands that contribute to content or experiences they enjoy – as long as it feels authentic. Gen Z is highly attuned to branded content in forms like YouTube integrations, TikTok challenges, sponsored influencer videos, event sponsorships (like festivals or e-sports). The key is that the content must be entertaining or useful in its own right. For example, Gen Z will happily watch a 2-minute mini-movie produced by a brand like Nike if it’s inspiring or funny. But they’ll skip a bland commercial. They’re okay with sponsorships of events they love – say a gaming tournament “brought to you by Doritos” – because they understand that’s what makes the event possible, and it aligns with their interests (they might munch Doritos while watching). Branded content that tells a story or aligns with Gen Z values can really hit home. A great case: Red Bull’s extreme sports videos and stunts are essentially branded content that Gen Z (and Millennials) love to watch and share – the brand has become almost a media company, and young people see Red Bull as cool for supporting athletes and crazy feats rather than as “just an energy drink ad.” Similarly, Gen Z appreciates when brands take part in cultural moments with content – e.g. a brand creating a viral video meme or sponsoring a trending music video – as it shows the brand gets their world. However, Gen Z can smell inauthentic “performative” content a mile away. If a brand tries to do activist content or social issue messaging that comes off as opportunistic, Gen Z will drag them for it[68]. So branded content must align with the brand’s true identity. Gen Z also values collaborations – when brands team up with creators or other brands to make something unique. That’s branded content in a way: for instance, a Gen Z-oriented fashion brand might collaborate with a popular anime to release co-branded merch and videos – this sponsored crossover content excites them more than any standalone ad. Overall, soft marketing via sponsorships (of their favorite YouTubers’ videos, Twitch streams, events, etc.) is quite effective for Gen Z if done with credibility. They often recall the brand positively if it made something cool happen. As one expert noted, “this kind of guerrilla marketing appeals to Gen Z, who value brands that push boundaries and entertain”[19]. Liquid Death (again) is a prime example – by sponsoring concerts and even wild stunts (like that witch at the Super Bowl hexing a team)[69], they became a brand Gen Z talks about and respects for being fun and edgy.

• Millennials: Millennials overlap with Gen Z in appreciating good content, but as an older group, they’ve seen a lot of marketing over the years. They are likely to be slightly more tolerant of traditional sponsorships – for example, they might be used to TV programs saying “brought to you by Brand X” and it doesn’t faze them. They also consume a ton of online content and are receptive to native advertising (articles or videos that are sponsored but informative). Millennials often research purchases, so a piece of branded content that provides real information can influence them. For instance, a Millennial might read a sponsored blog post on a parenting site about car seat safety if it’s by a car seat brand – as long as it offers valuable tips, they’re fine that the brand sponsored it, and it builds trust if done objectively. They generally appreciate expert endorsements and meaningful partnerships. If they see a brand sponsoring a cause or event they care about, it scores points. Many Millennials have kids now, so they like when brands sponsor family-friendly events (the local 5K run, the school fundraiser – old-school sponsorships still work as goodwill builders). Branded entertainment like podcasts or web series are also quite effective on Millennials. For example, GE famously made a science-fiction podcast (“The Message”) as branded content, which Millennials downloaded by the millions – the brand was lightly present, but it associated GE with innovation in listeners’ minds. That kind of subtle content marketing resonates with the 30s-40s crowd who often say “just give me something interesting, I’ll figure out what I think about your product on my own.” Another area is product placement – Millennials grew up with movies and TV integrating brands. They’re okay with it if it fits – e.g. seeing characters in Stranger Things eat Eggo waffles made Millennials nostalgic and more likely to buy Eggos, believe it or not, because it was organic to the story. So, sponsorships or placements that add realism or value are fine. Millennials do not like feeling deceived though – if branded content is masquerading as something else and they find out, they’ll feel tricked. Transparency (“This video is sponsored by…”) is better, they’ll still watch if they like the host or topic. With social causes, Millennials appreciate brand activism if genuine – they were receptive to say, Patagonia’s environmental content or Ben & Jerry’s social justice posts, because those brands had credibility. They are also a generation that can be swayed by prestige sponsorships: for example, seeing a brand sponsor a major music festival or partner with a celebrity they admire (millennials still have strong celeb culture) can positively influence their perception.

• Gen X & Boomers: Older generations are more accustomed to traditional sponsorships – think TV, radio, sports events – and they often view them as a sign a brand is established or credible. A Boomer might think better of a bank because it sponsors NPR news, or of a local business because it supports the community little league. They may not actively seek out branded content online, but they consume a lot of media where sponsorships appear. For example, Gen X still listens to radio or podcasts, and hears “This segment brought to you by Company Y” – that can build familiarity. Boomers watch morning TV shows with branded cooking segments (“Today’s recipe is sponsored by [olive oil brand]”). They generally respond well if the content is useful. In print media, Boomers might read advertorials (though they might not realize it’s an ad). Since they grew up in a less digital, more advertorial era, they may take branded info at face value if it’s in a trusted outlet. Trust is crucial: a brand sponsoring content in AARP Magazine or The New York Times (with clear labeling) might influence Boomers because they trust the publication and, by extension, feel the brand must be respectable to be featured. Event sponsorships like charity galas, local fairs, concert tours of bands from their era – those definitely get noticed by older folks and create goodwill. A classic example: a Boomer might develop a soft spot for Lexus because they saw “Lexus – official sponsor of the symphony orchestra” in the program. It aligns with their interests and signals that the brand respects what they value. For Gen X, who are in midlife, sponsorships around their lifestyle (Ace Hardware sponsoring a home renovation show, or a financial firm sponsoring a retirement planning webinar) can influence them by association with expertise. They likely think “if this brand is supporting this content I value, they must align with my needs.” However, older consumers can also be skeptical of overt branded content on newer platforms. A Boomer might not fully understand or trust a YouTube video that’s actually a native ad – it could confuse or annoy them if not straightforward. So for digital branded content aimed at seniors, clarity is key (“This video is from Mayo Clinic, sponsored by PharmaCo – here’s some health advice”). They’ll appreciate the info if it’s relevant and coming from a credible figure.

Effectiveness rankings (Sponsorships/Branded Content)

This one is a bit qualitative, but broadly:

• For Millennials, high (they consume lots of content and if your brand can enrich that content, it greatly boosts brand image and often purchase intent – they do reward brands they feel contribute value).

• For Gen Z, medium-high (when done in the right channels and tone, it can strongly reinforce brand coolness and relevance – but if done poorly, it’s ignored or mocked).

• For older Gen X/Boomers, medium (traditional sponsorships definitely help with awareness and trust, but branded digital content might miss them unless it’s via traditional media or clear authoritative sources).

Industry examples (Sponsorships/Branded Content)

• Beverage and lifestyle brands excel at branded content: Red Bull (as mentioned) essentially built their brand on sponsoring extreme sports, music, and creating high-octane videos that Gen Z and Millennials love to share[44]. Coca-Cola often sponsors global events (Olympics, etc.) which tends to reinforce positive sentiment across all ages (Boomers recall Coke sponsoring American Idol, etc.). Liquid Death again – their outlandish PR stunts (paying a witch to hex a Super Bowl team, giving away a $250k branded toilet, etc.) are forms of branded content that get huge media coverage and resonate with younger fans who find it hilarious[70][71].

• Fashion & beauty: Branded content often comes as influencer collabs (which we covered) and also editorial-style content. Sephora produces tons of how-to videos and articles (some sponsored by specific brands it carries) that Millennials and Gen Z use for learning – essentially content marketing that also sells products. Luxury fashion houses like Gucci or Louis Vuitton sponsor art exhibits and film festivals – that uplifts their cachet with Gen X/Boomers (who attend or read about these events in Wall Street Journal, etc.). Also, Dove’s Real Beauty campaign was a form of branded content (videos about self-esteem) that Millennials heralded as authentic.

• Technology: Microsoft famously sponsored a series called “The Future” on NatGeo, showcasing tech innovation – appealing to Gen X/Millennial viewers by providing educational content. IBM sponsors the US Open tennis and uses that platform to show off its AI analytic content – sports fans (often Gen X/Boomers) see IBM’s brand and insights integrated, boosting perception that IBM is cutting-edge.

• Entertainment: The Marvel Cinematic Universe had tons of brand partnerships – from Audi cars in the films to Samsung product placements – which Millennials noticed (some even joking that Tony Stark’s real superpower is product placement). It didn’t deter them; if anything, it made those brands part of pop culture. On TV, Hallmark sponsors holiday events which Boomers love (e.g. the Hallmark Channel’s content itself is branded around Hallmark).

• CPG and Health: Insurance companies sponsor health segments on morning news (targeted at Boomers), and food brands sponsor recipe content on social media (targeted at Millennials trying new cooking hacks). For Gen Z, a brand like Takis (snack chips) sponsors gaming streamers or meme pages, and Gen Z giggles but it does keep Takis top-of-mind.

One novel trend: interactive branded experiences (crossover of experiential and content). E.g. Fortnite (video game) hosted in-game concerts sponsored by brands – millions of Gen Z and Millennials attended these virtual events, experiencing the brand in a fun way. Roblox has had branded worlds (like a Gucci Garden experience) – essentially branded content within a game context, which Gen Z engages with as entertainment.

In summary, sponsorships and branded content work best when they align with passions of the target generation. Show up where they are – in the events they attend, the content they watch – and enhance that experience. Gen Z wants you to entertain or bold-step with them, Millennials want you to add value or meaning, Boomers want you to show reliability and community spirit. If you nail that, the halo effect for your brand can be substantial and long-lasting.

9. Billboards & Out-of-Home (OOH): From Highways to Instagram Feeds

Out-of-home advertising – billboards, posters, transit ads, digital screens in public – is one of the oldest forms of marketing. It’s still very much alive in 2025, but how effective is it for different generations? The quick take: OOH is a broad awareness and branding tool that hits all ages, but the interpretation and secondary impact differs. Also, creative OOH can transcend into social media virality, especially for younger audiences, giving it a new twist.

• Gen Z: If we’re being honest, a static billboard on the side of a highway is probably not the most influential thing for a 20-year-old. Many Gen Z teens don’t even drive yet (Gen Alpha certainly don’t), and those who do are likely fiddling with Spotify or nav apps rather than gazing at billboards. However, Gen Z is very urban-centric in media trends, and they love visually stunning experiences – which some OOH campaigns provide. A clever or crazy billboard can actually go viral on TikTok or Instagram, effectively turning into social media content. Gen Z might never see that billboard on the street, but they’ll see a photo of it online if it’s noteworthy. For example, when Netflix did a 3D anamorphic billboard for Stranger Things (with a Demogorgon seemingly breaking out of the screen in Times Square), Gen Z fans shared it widely online – thus the OOH became digital content. Gen Z also appreciates OOH when it’s interactive or outrageous. If a brand puts up a funny subway ad that people can interact with (like a scannable QR code that triggers an AR game), Gen Z commuters will engage. Liquid Death had wild OOH posters with edgy humor that Gen Z found cool and snapped photos of, amplifying them[69]. In essence, OOH’s effect on Gen Z is amplified when it intersects with digital. On its own, a normal ad (“buy this perfume”) doesn’t move them much. But an out-of-home that offers a shareable moment (a mural with a meme, a statue that’s Instagrammable, a bus stop turned into an art installation by a brand) will capture Gen Z’s attention both offline and online. There’s also an authenticity factor: Gen Z tends to perceive traditional ads as background noise. A witty billboard might break through that because it’s unexpected for something “old-school” to make them laugh or think. Another nuance: Gen Z spends time in malls, campuses, and city centers where digital OOH screens show content. If those screens display relevant content (like promoting a new video game or a music artist with appealing visuals), it can reinforce awareness. It’s a supporting touchpoint – probably not the first time they hear of something, but adds to the impression. Also, contextual OOH resonates: like a billboard that references a local inside joke or current event – this might get Gen Z love on social media for being clever. Think of how Twitter (now X) once did billboards featuring actual tweets – Gen Z noticed because it was meta and contemporary.

• Millennials: Millennials have a bit of nostalgia for certain OOH (they remember times before smartphones dominated every minute). They commute – many drive cars or take public transit – so they do see billboards, subway ads, airport banners, etc. OOH is still quite effective for broad messaging to Millennials. It’s been reported that after seeing an OOH ad, Millennials often search for the brand online (mobile search and OOH complement each other well for this group)[72][41]. For example, a Millennial might see a catchy billboard for a new app or restaurant and then Google it when they stop. They are also the generation that made “In a world of Kardashians, be a Diana” type billboards go viral in early social media days – they appreciate a good laugh or cultural reference in OOH. Industries like movies, concerts, fashion still heavily use billboards in places like Los Angeles or NYC, which definitely influence Millennials (they often mention “I saw a billboard for that new show, looks interesting”). Millennials also travel and drive a lot, so highway digital billboards that show, say, the latest iPhone or a travel destination, are effective awareness generators. For local services (health clinics, real estate agents), older Millennials might be swayed by seeing a billboard repeatedly on their daily route – it builds familiarity. That said, Millennials have been saturated with advertising, so standard billboards are mostly background unless the creative is standout. A strong visual or message can stick with them (“Did you see that billboard that said ‘Missing your ex? Get a better one on our dating app’? Haha”). Millennials might not share on social as impulsively as Gen Z, but they will talk about a cool ad IRL or maybe snap a pic to show friends if it’s remarkable. Also, note that Millennials often encounter OOH in new digital forms: screens in elevators, gyms, rideshare toppers (those ads on top of Uber/Lyft cars), etc. These micro-OOH placements might register more with Millennials who are out and about, multitasking – an elevator ad might get 15 seconds of attention which is valuable. Summing up: OOH for Millennials serves as a broad trust and awareness builder. If they see a brand’s presence everywhere (billboards, bus stops, etc.), they subconsciously assume it’s a big, possibly trustworthy brand. For instance, Google and Apple still do huge OOH campaigns (for privacy, for iPhone camera quality, etc.) not necessarily to inform but to imprint on the public consciousness – Millennials, who remember a world pre-digital dominance, still absorb those cues.

• Gen X & Boomers: These groups grew up with OOH as a primary advertising medium (think classic car ads on billboards, cigarette billboards in the 80s, etc.), so it’s very normal to them. Many Boomers still spend a lot of time driving – and guess what, they probably pay more attention to billboards than younger drivers do, because they’re not fiddling with a smartphone as much. A Boomer might notice a billboard for a Medicare insurance plan or a new store opening and actually file that information away or act on it. They trust tangible signs. Gen X, in their 40s-50s, also notice OOH on commutes; they’re often the target of more upscale or practical OOH messaging (financial services ads in airports speaking to Gen X business travelers, etc.). Out-of-home ads also lend credibility to older consumers: the feeling that “this company is established enough to advertise in the real world, not just on Facebook.” There’s a psychological solidity to a physical ad. Boomers in particular may recall billboard messages long after seeing them – they were trained in the era of “burma-shave” rhymes and catchy slogans. So a memorable tagline on a billboard might actually stick with a Boomer when an Instagram ad would have been ignored. Also, older people are perhaps less inundated by online ads (some aren’t on social media at all), so OOH might form a bigger part of their ad “diet” proportionally. One challenge: older eyesight might not catch small details on a quick billboard, so the most effective OOH for them is bold, simple (which is generally good practice for all). They don’t necessarily share OOH finds (they’re not snapping pics to post online usually), but they may mention them in person or just internalize it. Local OOH (like local event banners, community bulletin boards) are quite effective for older demographics who attend local events. Also, note that older folks are more likely to read out-of-home print – like posters at bus stops or mall directories – as they might not be buried in their phone every second in those moments. A retiree waiting for a bus might actually read the entire bus shelter ad out of curiosity. So OOH has a captive audience with some older segments.

Effectiveness rankings (OOH)

It’s more of an awareness play than a direct response channel, so it’s somewhat effective across the board but typically not the top conversion driver for any generation. If we rank impact:

• For older Gen X/Boomers – moderate to high (a key part of the media mix, helps keep brands top-of-mind, especially locally).

• For Millennials – moderate (reinforces brand messaging and adds legitimacy, and can spark action when combined with mobile search).

• For Gen Z – low by itself, but potentially high if it crosses into social virality (OOH rarely drives Gen Z to act immediately, but can influence through secondary channels).

Another angle: OOH can be used to target specific geographies or moments which might correlate with certain age groups. For example, college campus billboards or bus wraps might target Gen Z (like ads for student banking or energy drinks near campus) – those can be effective because they’re contextually relevant. Airport ads might target Boomers going on cruises (like a Viking Cruises billboard in an airport is right in Boomers’ sightline as they travel). So placement and message tailored to each age group’s environment is key.

Industry examples (OOH)

• Entertainment: Movie studios still invest in huge billboards – appealing to broad audiences. For a Marvel movie, they know Millennials and Gen X will see the billboards on their commute and get hyped; Gen Z will see it on Instagram maybe. Likewise, Netflix and HBO do bus stop takeovers and building murals for new shows – partly to create buzz in press and online. A striking example was HBO’s Watchmen series in 2019: they put cryptic quotes on billboards that got fans (mostly Millennials/Gen X) talking on forums.

• Fashion/Beauty: Kylie Cosmetics or Fenty launching a new line sometimes plasters cities with posters – aimed at younger consumers but also a bragging rights thing (like “we’ve arrived, we’re everywhere”). OOH also supports retail: an elegant storefront billboard might draw Boomers into a department store sale.

• Tech: Apple’s “Shot on iPhone” billboard campaign is legendary – they showcased user photos on huge billboards. This targeted basically everyone and conveyed that iPhone has a great camera (a message that Boomers to Gen Z can all appreciate)[73]. It resonated especially with Millennials/Gen Z who then tried to take similar photos, but also gave Boomers confidence in using their phone camera.

• Food & Bev: McDonald’s does clever billboards (like just a close-up of fries forming a WiFi symbol to indicate they have free WiFi – which Millennials found clever). Coca-Cola uses seasonal billboards (e.g., share a Coke campaign) which frankly warms Boomers’ hearts (reminding them of Coca-Cola classic ads) and engages Millennials nostalgically. Niche example: Liquid Death once put up relatively sparse billboards, but the brand’s name alone (and perhaps a witty line) on a billboard turned heads of younger folks for being unusual for water – again building the counterculture vibe offline.

• Public Service & Health: Governments know that to reach older folks, billboards and transit ads are still vital (like COVID vaccination campaigns in 2021 used a lot of OOH with clear messages – effective for Boomers not on TikTok). Meanwhile, to reach young people about something like anti-smoking, they might use edgier OOH at skate parks or such.

A fun note: OOH is the medium where size and creativity matter. Gen Z and Millennials might ignore 10 boring billboards, but if one is jaw-droppingly creative (like a 3D cat in Tokyo or a building that looks “destroyed” as part of a promotion), they’ll snap it. An example from 2023: A fashion brand put a 3D billboard of a cat in Tokyo – it went viral globally with young audiences[74]. Then, Louis Vuitton, Nike, Pokémon, Sanrio and K-Pop group ITZY jumped on creating specific 3D ads that literally “pop” out at Shinjuku Station. In that way, OOH now sometimes serves as content creation for digital – marketers design it hoping it’ll get picked up on socials.

In conclusion, billboards and OOH remain a strong supporting actor in the marketing mix. They aren’t typically conversion engines by themselves, but they build brand familiarity and cultural presence, which is valuable across all ages. The trick is customizing creative to speak to each generation’s sensibilities (cleverness and shareability for young folks, clarity and relevance for older folks) and where possible, turning OOH into an experience rather than just an ad.

10. Events & Experiential Marketing: Creating Memories with Your Brand Attached

In the age of “experience over things,” marketing via events and experiential activations has grown hugely. This includes pop-up shops, brand activations at festivals, sampling events, product roadshows, and more immersive experiences. All generations enjoy events to an extent, but younger generations are especially drawn to experiential marketing, often craving the unique moments and Instagrammability of it.

• Gen Z: This generation lives for experiences – they value doing cool things and sharing those moments. 82% of Gen Z have attended a live event like a pop-up, concert, or brand activation at least once in the past month (a striking stat)[75], indicating just how present they are in the experiential space. For Gen Z, events are social currency; they love to say “I was there” and post about it. Thus, brands that create buzzworthy experiences can win big with Gen Z. For instance, a brand-hosted popup that’s ultra-shareable (think neon backdrops, interactive art, freebies) will attract Gen Z lines around the block – not just for the free stuff, but for the FOMO factor and content creation opportunity. Gen Z tends to flock to events that align with their interests and values. Music and pop culture events are huge – e.g., fashion retailers sponsoring small concerts or streetwear brands doing skate park meetups. They also care about community and meaning: a brand activation that has a cause element (beach clean-up event with fun after-party, etc.) would hit the right note. But overall, fun is key. Gen Z has shown up in droves to things like interactive art installations sponsored by brands (think Museum of Ice Cream style exhibits – partially a giant selfie playground, partially a subtle brand showcase). They also enjoy gamified experiences – e.g., a scavenger hunt around town by a brand with digital clues – because it turns marketing into entertainment. Data underscores Gen Z’s affinity for experiential: they are more likely than older groups to attend events frequently (51% of Gen Z adults go to events every few months vs. only 19% of 55+)[76]. That means frequent opportunities for brands to engage them IRL. Also, Gen Z’s overlap between physical and digital experiences is fluid – they might attend a virtual concert in a video game one day, and a real-world festival the next. Brands should consider hybrid experiences (like an AR treasure hunt in a mall) to captivate them. One caution: Gen Z has high expectations; they grew up with sophisticated theme parks and viral stunts. A bland booth with a banner at a college fair won’t impress them. But bring a surprise element (celebrity appearance, live art, limited merch drop) and they’ll rave about it.

• Millennials: Millennials are the original “experience economy” drivers. In their 20s (the 2010s), they prioritized travel, festivals, dining out – and many still do in their 30s. 78% of Millennials would rather spend on an experience than a material good[77], so tapping into that mindset is powerful. This generation enthusiastically attends all sorts of events: music festivals (where brand activations are now ubiquitous), food and wine festivals, marathons, industry conferences – you name it. They appreciate when brands enhance those experiences. A free charging station sponsored by a phone company at Coachella, or a comfortable lounge a brand sets up at a conference, those create goodwill and brand recall. Millennials are also known for loving novelty – they made escape rooms and interactive theater popular, for example. So experiential marketing that’s unique (first 3D printing café, immersive VR demo, etc.) will attract curious Millennials. Moreover, many Millennials have young families now, so family-oriented brand events (like Lego sponsoring a kids’ play day) appeal to them. Stats show millennials engage heavily with experiential marketing – e.g. 72% of millennials say they’re more inclined to engage with brands that offer immersive experiences[78]. They also share experiences on social media (maybe not quite as compulsively as Gen Z, but still a lot). Importantly, events drive purchase for Millennials: an EventTrack study found 85% of consumers (across ages) are likely to buy after an experiential event[79], and Millennials are often the ones with spending power at such events. For example, a Millennial might go to a pop-up for a new tech gadget, try it out hands-on (experience), and then decide to preorder it – something no other channel could accomplish so engagingly. Millennials also show loyalty to brands that create a sense of community. Things like Nike Run Club meetups or CrossFit events turned Millennial fitness into brand-affiliated communities. Experiential marketing essentially doubles as community building for this group. They relish VIP experiences too (special access, secret shows) – a brand can hook them by offering exclusivity at events as a reward for loyalty.

• Gen X & Boomers: These generations certainly enjoy events too, though their preferences differ and frequency tends to be lower. Only 19% of 55+ go to events every few months[76], which is understandable – older folks might be more home-oriented or selective. Gen X (40s-50s) do attend a lot of professional and family events. They go to conferences, trade shows, maybe concerts for bands they love (80s/90s nostalgia tours), and they partake in their kids’ activities. Brands can reach them through sponsoring community events – e.g. a local fair sponsored by a bank, or a home improvement workshop sponsored by Ace Hardware, which Gen X homeowners might attend. Boomers (60s-70s) attend community fairs, travel tours, maybe senior expos. They appreciate practical experiences – like free sampling events at Costco (yes, that counts as experiential marketing and Boomers love it), or gardening club meetings sponsored by a nursery. They might not chase the latest “immersive art pop-up” but if a brand hosts a seminar on retirement planning with lunch, Boomers will show up for the knowledge and social aspect. One interesting area is experiential retail: Boomers and Gen X still go to malls/stores for the experience of shopping. Brands that create in-store experiences (demos, personable staff interactions) effectively engage them. For example, a department store might host a “beauty day” with makeovers (Boomer women enjoy that) or a car dealership might have a test drive event with a BBQ. These are not flashy viral events, but they effectively drive sales and loyalty in older groups. Another approach: tie into causes or interests – older generations are loyal to organizations like Rotary clubs, veteran events, etc. If a brand (say a healthcare brand) sponsors a local charity walk that Boomers participate in, it warms them to that brand.

Effectiveness rankings (Experiential)

Across all ages, experiential marketing tends to yield positive brand sentiment – 90% feel more connected to a brand after an event[80] – it’s just that younger cohorts actively seek these experiences out more.

• For Gen Z and Millennials, very high (top-tier) – experiences create emotional connection and social buzz that strongly influence these cohorts’ brand perceptions and buying decisions. (In surveys, huge majorities of Gen Z & Millennials say experiences make them more likely to purchase[79].)

• For Gen X, medium – events can engage them but often in a more informational or convenience-driven way.

• For Boomers, medium-low – they can be reached with experiences, but the impact might be more gentle brand awareness unless it’s directly tied to a need (though a fun travel event could sway them to book a tour, etc.).

Industry examples (Experiential)

• Tech: Google and Facebook have done campus tour events at universities – engaging Gen Z with swag, coding challenges, etc., to boost recruiting and brand image. Samsung opened pop-up Galaxy Studios where Millennials and Gen Z could test new devices in a fun setting (VR roller coaster, etc.) – making tech approachable and exciting experientially.

• Fashion/Beauty: Glossier (beauty brand) famously had a shoppable showroom that was an experience in itself – millennials lined up to go in, test products in a pink wonderland, and snap selfies. Dior or LV do immersive exhibitions (like Dior’s traveling gallery of iconic dresses) appealing to both Millennials (for the ‘Gram) and older luxury consumers (for the heritage). Streetwear brands do surprise drops via events – e.g. Supreme has had line-ups around blocks (Millennial/Gen Z hype).

• Food & Beverage: IKEA did a dining pop-up where guests could cook a meal in an IKEA kitchen with a chef – a great Millennial-targeted experience merging food and brand. Coca-Cola has its World Experience museum in Atlanta which Boomers, Gen X, kids all enjoy – it’s brand history turned into an attraction (driving massive goodwill and multi-generational engagement). Spirits brands often host tasting events or sponsor music festivals – Bud Light’s Dive Bar Tour with musicians targeted Millennials.

• Entertainment: Music festivals like Coachella are hotbeds of experiential marketing – e.g. Heineken House (a branded stage), Pantone art installation (for Instagram shots) – targeting Gen Z/Millennials. Meanwhile, local theater or cultural festival sponsorships reach older audiences (a Boomers goes to a jazz festival “presented by Cadillac” and might think positively of Cadillac’s support).

• Health & Wellness: Nike’s Run Clubs (free group runs globally) foster community and loyalty among Millennials/Gen Z runners. Peloton held pop-up trials and group ride experiences – Millennials loved being part of that tribe. On the flip side, a hospital might do a health fair for seniors, giving free check-ups (Boomers trust the hospital more and remember its name when they need care).

Crucially, experiential marketing often isn’t just a one-off; it can loop back into digital. Brands collect emails/phone numbers at events (to later email/text – bridging to the prior channel), encourage sharing (some events have “share your photo with #OurBrandExperience to win prizes” – pulling Gen Z/Millennials to amplify it online), and generate content for PR. So its benefits span beyond the attendees. For example, Liquid Death’s outrageous events (like a Halloween haunted house experience) get written up in media that reach those who didn’t attend, amplifying to Gen X/Boomers in more traditional news. And when an event is very creative, media outlets cover it as an interesting story (remember when Chick-fil-A did a one-day event giving free meals to anyone dressed as a cow? It made local news – reaching older folks – and blew up on Facebook among Millennials).

All told, nothing beats face-to-face engagement for building brand affinity. A stat from the Event Marketing Institute says 74% of consumers say engaging with an event makes them more likely to buy the product[79]. Each generation may attend different kinds of events for different reasons, but the impact of a handshake, a fun memory, or a real-life trial is universal. The smart brand tailors the experience to what each cohort craves – be it excitement, education, nostalgia, or community – and in return, earns a customer who feels connected.

11. Sales Promotions & Offers: The Timeless Appeal of a Great Deal (Tailored by Generation)

Last but certainly not least: promotions and offers – coupons, discounts, loyalty programs, BOGOs (buy-one-get-one), rebates, free trials, referral bonuses, contests, and so on. This is bread-and-butter marketing that directly drives purchases. All generations love a good deal (who doesn’t?), but the types of promotions that resonate and how they are delivered can differ.

• Gen Z: Young consumers, often on limited budgets (students, first job), are highly motivated by deals – but they respond best to promotions that are instant, gamified, or tied to social sharing. Patience is not a Gen Z virtue, so while they’ll happily use a 20% off code, they might not bother with a complicated rebate that sends a check by mail in 8 weeks (that’s more a Boomer thing). Gen Z also loves freebies and limited-time offers – they have major FOMO. Flash sales that last 24 hours, limited drops (like “first 100 people get a free sample”), or gamified “spin the wheel for a prize” online promotions get them excited. They are very likely to share or refer friends if there’s an incentive; e.g., refer-a-friend programs where both get $5 – Gen Z will spam their link in group chats to get the bonus. They also respond to contests and sweepstakes on social media, especially if the entry is simple like tagging a friend. The chance to win something big for minimal effort is alluring (witness the popularity of those viral giveaways for free concert tickets or gadgets among teens on Instagram/TikTok). Another tactic: gamified rewards and loyalty. Gen Z grew up with game mechanics; they enjoy earning points, badges, levels. Brands like Starbucks have in-app loyalty that feels game-like (stars, bonus challenges) – this appeals across ages but Gen Z in particular engages deeply with it (since it’s mobile-first). Gen Z also expects promotions to be digital and easy to use (a promo code to copy-paste, a QR to scan – they’re not printing coupons). They also might be enticed by non-monetary perks, like early access to a product or exclusive content, as a “reward” for some action (like completing a profile or participating in a challenge). Also, because Gen Z is so online, they’re adept at finding deals: they’ll search TikTok for “coupon codes” or use browser extensions like Honey. Brands should assume Gen Z will hunt for a discount before purchasing – so making sure some offer is available (student discount, influencer promo code, etc.) can secure the sale. Notably, Gen Z is less brand-loyal at this age – they will switch to a competitor if there’s a significantly better deal. So promotions are key to capturing them early. However, aligning promotions with their values helps for retention: e.g., a loyalty program that donates a portion to charity might hook Gen Z’s ethical side.

• Millennials: Millennials are deal-savvy too (they came of age during the Great Recession and love saving money). 89% of Millennials would try a new brand if offered a discount or incentive[66] – that shows how promotions can drive brand switching in this group. They use a mix of digital and traditional promos. They heavily embraced digital coupons – 82% of Millennial shoppers used digital coupons by 2022[81], which actually exceeded paper coupon usage for them. They are likely to search online for promo codes before buying (the RetailMeNot generation). They also love loyalty programs: Millennials are the ones juggling multiple reward cards/apps (airlines, coffee, groceries) and they respond to things like points, cash-back, and member-exclusive sales. Unlike Gen Z, Millennials have more established habits and favorite brands, so promotions often serve to reward their loyalty or occasionally entice them to switch if the offer is great. For example, a Millennial might stick to their preferred shampoo, but if a competitor brand offers a hefty coupon and their friend swears by it, they’ll try it. Millennials also enjoy bundles and value-add promotions – e.g., “buy this electronics item and get a free accessory” or subscription boxes that give extra items. They often have families now, so sales promotions in CPG (diapers on sale, supermarket loyalty fuel rewards) strongly impact their purchasing because savings add up for the household. They respond well to referral bonuses too (similar to Gen Z, but for perhaps bigger life things – like refer a friend to an insurance policy and get $100, etc.). Contests/sweepstakes: Millennials do enter contests, but perhaps are a bit more jaded than Gen Z about odds – they prefer “everyone wins” type of promos (e.g., a scratch-off where at least you get a small coupon). They also appreciate VIP tiers – being treated as valued customers (e.g., an airline gold member free upgrade chance appeals to older Millennials who travel for work). And while they like techy promos, they still use some traditional ones: for instance, they might print a coupon if it’s high value and stack it with a sale. On social media, Millennials share deals among their networks (Facebook groups for deals are full of Millennials). They are also big on Black Friday/Cyber Monday shopping – basically trained to seek those promotions. In essence, Millennials are promotional optimizers: they’ll compare, wait for deals, double-dip on rewards. Give them a good loyalty ecosystem and occasional juicy offers, and they’ll stick with you and even advocate (e.g., lots of Millennial moms online exchanging referral links and coupon codes for mutual benefit).

• Gen X & Boomers: Older consumers, especially Boomers, are the original coupon clippers. They love a bargain and many have the time and habit to pursue deals diligently. Boomers historically led coupon usage – think Sunday newspaper inserts. Now, many have transitioned to loyalty cards and some digital coupons, but a significant number still prefer tangible savings (some print online coupons to use in-store). According to some data, Boomers used digital coupons at a lower rate (53% use coupon websites vs 79% of Millennials)[82], implying many Boomers still rely on in-mail or in-store deals. So, for reaching Boomers, traditional promotions like mailers, catalogs with coupon codes, senior discount days, and on-location offers are very powerful. A Boomer might choose a restaurant because they got a “Buy one entree, get one 50% off” postcard in the mail – direct mail resonates with them since it’s what they’ve known. Loyalty programs are also popular: many Boomers carry their keychain full of loyalty tags (from the grocery, pharmacy, etc.). They have routines and stick to brands that appreciate their loyalty with discounts (for example, a Boomer might have gone to the same oil change place for 20 years because they send a coupon each time). They also are big on “Sales” – storewide sales events still attract them (holiday sales, clearance). If you label something “50% off” in big print, Boomers pay attention, even if it’s 50% off an inflated base price – they like the feeling of getting a deal. Rebates: This might seem old-fashioned, but Boomers are often willing to do mail-in rebates for significant savings (they’ll fill out forms and send receipts – they’re patient). Gen X (in their 40s/50s) is somewhat a mix; they use both online and offline. Many Gen Xers manage households and thus are couponing like Millennials (digital apps for grocery, etc.) but also still open those Valpak mail coupons and use them for local services. Contests for older folks: they’ve historically enjoyed sweepstakes (Publishers Clearing House, anyone?). Some still do – you’d be surprised how many seniors enter contests like “win a $10k vacation” that come via email or mail, as a pastime. So including a sweepstakes entry with a purchase (e.g., “fill out this card, drop it at our store”) can drive visits from Boomers.

A unique difference: Promotional messaging – older generations might respond to more direct language (“Sale ends Sunday – Hurry!”) because they’re used to that retail urgency tone, whereas younger might prefer playful or low-pressure language (“Get it before it’s gone 😉”). Also, format – Boomers might trust a physical coupon more (“$1 off” in hand) whereas Gen Z trusts a promo code on a website.

Effectiveness rankings (Promotions)

Universally, promotions rank very high for all in terms of directly driving purchase – but if we consider influence on choice:

• Boomers might be the most consistently responsive (some will go out of their way to use a coupon, even drive further to a store with a discount – thrifty habits ingrained).

• Millennials and Gen X are also highly responsive – they love deals but balance time vs savings (they might not do complex rebates but will jump on instant savings).

• Gen Z is responsive but perhaps slightly less brand-loyal, so promotions can capture them initially, though retention might require constant engagement or adding value beyond price. They might also be more likely to require promotions as an entry ticket because many are low on cash; once they earn more later, their habits could shift to more brand-driven choices, but currently deals can make or break a purchase for them.

Industry examples (Promotions)

• Retail & E-Commerce: Amazon Prime itself is a giant loyalty program that hooked Gen X, Millennials, and now Gen Z with free shipping (a “perk” that feels like a promotion by saving shipping cost) and deals like Prime Day (Black Friday in July). Walmart offers senior discount days in some places – targeting Boomers effectively. Apparel stores like Gap or Old Navy send out frequent percentage-off coupons by email and mail – they know Millennials and Gen X families plan purchases around those. Kohl’s (dept store) famously has “Kohl’s Cash” – Gen X and Boomers love it (come back and use your earned $10 – they do).

• Food & Beverage: Fast food regularly uses promotions: e.g., McDonald’s app offers (Gen Z and Millennials use those heavily), and also senior coffee discounts (Boomers love McD’s for the cheap coffee refill). Starbucks Rewards turned a straightforward loyalty program into almost a game – it has massive Millennial and Gen Z uptake; they will choose Starbucks over competitors partly because the app constantly gives them challenges (“buy 2 days in a row, get bonus stars”)[83]. That’s promotions fueling habit. Grocery stores print personalized coupons at checkout or send them – Gen X/Boomers use those on next trip, while Millennials might use the store app for e-coupons.

• Consumer Tech/Subscriptions: Spotify student discount (half off Premium) was targeted to Gen Z and Millennials in college – hugely effective to lock them in early. Cell carriers run referral credits and BOGO phone deals, which many families (Gen X parents) take advantage of. Software services often do “free trial then 20% off first year” – hooking Millennials who are cost-conscious but want the service.

• Financial Services & Big Purchases: Credit card companies target Millennials/Gen X with big sign-up bonuses (promotional points) – and indeed, that’s how many choose a card. Auto dealerships use promotions like 0% financing or cash-back – that strongly sways Gen X and Boomers making a car purchase, as those deals can be worth thousands. Real estate builders might throw in free upgrades (promotion) to entice buyers – older Gen X or Boomers nearing retirement bite on those offers for their final home.

• Contests & Viral Campaigns: Doritos had the “Crash the Super Bowl” contest (user-made ads) – engaging Millennials to compete and creating massive brand engagement as a promotional contest. Pepsi’s ongoing sweepstakes for various things often see lots of entries from younger consumers too (text-to-win type is easy for them).

• Gamified referrals: Tesla grew early on via a referral program – mostly Gen X/Millennial owners referring friends for perks like free charging or chances to win a new Roadster. That community gamification worked so well Tesla basically didn’t need traditional ads.

One more interesting data point: Post-purchase promotions (like loyalty, referrals) can turn customers into brand advocates. Millennials and Gen Z, if they get rewards for promoting a brand, will do it. For example, many Gen Z got into CashApp or Robinhood through referral promos on social media (they’d post their code to get free cash or stock – a promo that basically recruited customers via Gen Z’s peer networks).

And coupons still rule generally: A DemandSage report showed in 2023 that 95% of consumers use coupons in some form[84]. So it’s across the board, but where they get them differs (Boomer from newspaper, Gen Z from TikTok or Honey extension, etc.).

In conclusion, promotions are the great equalizer – everyone likes a deal, but you have to deliver it in the right way. The cohort differences are in format, timing, and hook: Gen Z – make it fun and instant; Millennials – make it convenient and valuable; Gen X – make it straightforward and substantial; Boomers – make it familiar and easy to redeem. Do that, and you’ll see all ages happily redeeming and feeling positive about your brand for helping them save.

* The Generational Strategy Matrix: One Size Doesn’t Fit All (But It Can All Work Together)

We’ve journeyed through the major marketing channels – from TikTok screens to Times Square billboards, from podcasts to pop-up shops – seeing how each generation dances to a slightly different tune. So how do brands tie it all together?

Think of it like a matrix where each cohort (Gen Z/Alpha, Millennials, older Gen X/Boomers) has its top-performing channels, but also overlapping secondary channels. The most successful brands create integrated campaigns that play to each group’s sweet spots:

Gen Z & Gen Alpha (teens and early 20s) - Effectiveness Rankings

1. Social media & viral content

2. Influencer marketing

3. Experiential/community

4. SMS/Push immediacy

5. Podcasts (growing)

6. Email (for formal info)

7. Traditional ads/OOH (unless made shareable)

The most effective outreach is through social media (TikTok/IG/YT) and influencers/creators, supported by push notifications/SMS for immediacy, and experiential stunts that generate shareable moments. They respond to authenticity and two-way engagement – so a strategy might look like: run a TikTok challenge with a popular creator, use that content in targeted IG Stories ads, send a drop alert via app push, and perhaps host a college campus pop-up related to the campaign. Email and traditional ads take a backseat (used just for confirmations or broad awareness). Key industries for Gen Z like fashion, beauty, and entertainment should lean into these dynamic, peer-driven channels.

Millennials (late 20s to 40s) - Effectiveness Rankings

1. Social media & search visibility

2. Email & loyalty offers

3. Influencer/UGC (for discovery and validation)[23]

4. Events/Experiences (they attend many)[77]

5. SMS/Push (especially for reminders and quick deals)

6. OOH/Traditional (reinforces brand but less of a driver)

A balanced multi-channel approach works best. Social media and online search often start the journey (Facebook, Instagram, and YouTube are prime), email and loyalty programs nurture the relationship (they do read those emails with deals or content), influencers still matter especially in niches (e.g. parenting, fitness), events and experiential add the memorable touch (they attend both physical and virtual events), and SMS/push can prompt timely action (flash sale now!). Millennials also still consume other media: many read blogs or digital news (where sponsored content or native ads can fit) and even watch streaming TV with ads. They appreciate a good omnichannel experience – for example, they might see a product in a Facebook ad, read reviews via email newsletter, redeem a coupon from that email in-store, and then follow the brand on Instagram for future updates. Consistency and convenience across those channels wins them over. They’re perhaps the most “channel-agnostic” – they use a bit of everything, so integration is key.

Gen X & Boomers (mid-40s and up) - Effectiveness Rankings

1. Email (newsletters, offers) – still the favorite workhorse[85]

2. Traditional ads/OOH (TV, print, billboards – they notice these)

3. Facebook & online search (they use Google a lot to find things, and half of 65+ are on Facebook[14])

4. Loyalty programs/coupons (drives their repeat behavior strongly)

5. Events (if relevant, like local fairs or seminars)

6. SMS/Push (only for important alerts)

Email, traditional media, and loyalty programs form the core. They value direct mailers, informative emails, newspaper ads, and TV/radio to some extent (though TV wasn’t in our buckets, it’s part of their media consumption). Facebook is a strong social channel for them (if you’re targeting Boomers, a well-placed Facebook ad or active Facebook page for community can be very effective). Out-of-home and community presence (sponsorships) build trust. Events should be more informational or local community-based for them. They are less likely to follow influencers (unless the “influencer” is a subject expert on YouTube or TV). SMS can be used but sparingly and for utilitarian messages (they often prefer a phone call or email for detailed comms). They generally aren’t on TikTok or caring about the latest hashtag challenge, so resources are better spent on thorough information and building credibility.

To illustrate, let’s consider a hypothetical campaign (say, launching a new sustainable sneaker line) and how it would adapt: - Gen Z approach: Tease on TikTok with a trending dance or meme format featuring the shoes (social), partner with a few edgy fashion micro-influencers on IG and YouTube to review them (influencers), drop limited pairs via a snazzy AR game on your app (push notification “play to unlock early access!” – combining experiential and push), and have a Discord community giveaway for those who share content (community + promotions). Minimal email – maybe a welcome if they sign up on the site, but the buzz is built largely socially. - Millennial approach: Announce on Instagram and Facebook with slick images highlighting the sustainability (social), get coverage on a popular lifestyle blog or podcast about eco-friendly fashion (branded content), invite Millennial influencers (perhaps a fitness blogger, a mom influencer) to an unboxing event live-stream (experiential + influencer hybrid) where followers get a promo code, follow up with an email campaign to your subscriber list about the shoe’s story and a 15% off pre-order coupon (email + promotion), ensure the shoe pops up on Google Shopping ads and in-store displays (traditional presence). Also maybe have a presence at a popular Millennial event like a music festival with a booth where they can try the shoes and scan to purchase with a festival-only discount (experiential + direct sale). - Older Gen approach: Run a feature in the AARP magazine or local newspaper about the shoe’s comfortable design and sustainable material (sponsorship/branded content geared to info), have a segment on a morning TV show about “sustainable lifestyle choices” including the shoe (PR which serves as sponsored content effectively), send out direct mail or email with a special offer for first purchase (“$20 off your first pair, call or visit our website”) – make it easy to order via phone or in store because some older folks prefer that. In stores, have clear signage “Easy on joints! $20 off for a limited time” because Boomers shopping will see that (OOH at point-of-sale). Perhaps sponsor a local walking group event for seniors giving them branded pedometers and a chance to try the shoes (experiential for that group). They might not flood social media with it, but they’ll appreciate the outreach and likely be loyal if the product fits their needs.

Throughout all this, we must mention Liquid Death (the irreverent canned water brand) one more time as a shining example of “thinking outside the box” across channels. They took a staid product (water) and marketed it like a subversive energy drink for Gen Z/Millennials: - They ran wild social media (their TikToks and Instagram are full of dark humor and even bizarre merch like a Country Club membership spoof). - They leveraged influencers like Tony Hawk in a shocking way (skateboards painted with Hawk’s actual blood mixed in paint[86] – talk about viral stunt!). - They sponsor heavy metal concerts, skateboard comps, etc., where Gen Z and Millennials physically experience the brand as part of their lifestyle[19][44]. - They have minimal traditional ads; instead, they create content (funny videos on YouTube with taglines like “murder your thirst”) that fans share around[69]. - They even do traditional retail right by having eye-catching, edgy cans that stand out on shelves (OOH in microcosm). The result: a billion-dollar valuation and 80% of their consumers are Gen Z/Millennials[28]. The lesson: Know your audience’s humor and values, and you can bend every channel to fit that mold – be it sponsoring a witch to hex a football team (yep, they did that)[69] or making a simple billboard so weird it begs a selfie.

Another example, Duolingo on TikTok (to revisit): a fairly dry product (language learning app) became a Gen Z social media darling because they let their social media manager run wild with the brand mascot – dancing, flirting with pop stars, making fun of the app’s own annoying notifications. That unconventional content marketing on TikTok turned into millions of impressions and a distinct brand personality[20]. It didn’t sell subscriptions directly, but it made Gen Z aware and fond of Duolingo, which funnels into organic downloads. This shows how for younger cohorts, being conversational, humorous, and genuine (even a bit “unhinged”) can beat overt sales messaging.

Finally, the data-driven part: In all cases, measuring and iterating is crucial. With today’s analytics, we can see which channels convert which age groups. E.g., you might find your Gen Z sales spike when an influencer posts, whereas Boomers spike after a newspaper ad – and allocate budget accordingly. Modern content marketing is about experimenting, listening, and adapting. As we’ve seen, each generation has unique quirks, but none of these channels operates in isolation. The best strategies meet the customer where they are, in the tone they enjoy, and gently guide them through to purchase and loyalty – whether that path begins on TikTok, an email, or a billboard.

To wrap up: Marketing communications in 2025 is a multi-headed beast. Brands that tame it do so by segmenting their approach for Gen Z, Millennials, and older audiences while maintaining a cohesive brand identity. It’s about being social chameleons: playful on TikTok for the kids, informative in email for the parents, heartfelt on Facebook for the grandparents – all at once.

By leveraging the right mix – from the buzz of social media, the credibility of influencers, the intimacy of direct messaging, the trust of email, the impact of events, to the enticing pull of a great sale – companies can ensure their message doesn’t just reach an audience, but truly resonates with each generation on its own wavelength.

In short, know your audience, meet them in their world, and speak their language. Do that, and you’ll hit the marketing sweet spot whether you’re trying to sell a trendy soda to a teen, a mortgage to a Millennial, or a luxury cruise to a retiree. And if you’re ever in doubt, just remember: a clever campaign – much like this guide – can bridge generational divides by combining data, creativity, and a conversational touch.

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Research compiled from cited sources; initial draft produced with AI; all analysis, structure, and final edits by Michael H. Comments/feedback: hi@newdaystudio.co.

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