this post was submitted on 14 Dec 2023
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I’ve done them all. It’s my job. Here are the big ones but I could go all day on demographic, psychographic, and technographic segments.
Gen-X
Are nostalgic, middle-aged, family oriented, individual, busy/stressed, and time poor. They are consumers of media and marketing in the evenings and enjoy peace of mind. They apply high value to security and protection, are customer-service centred and insist on value. They are brand loyal.
Entering peak career/positions of power, Gen-X are financially stable. They are newly empty nesters with adult children. They are homeowners with high purchase power.
Gen-X thoroughly research products, rely on businesses as providers of information, and are the highest online information seekers with moderate use of smartphones (3 hours p/day). They prefer text and email and are high social media consumers.
Boomers
Are informed shoppers and prefer reliability of products. Boomers are independent, goal/solution oriented, are value and ROl orientated, careful buyers, and confident. They are less tech savvy (slow adopters of change), and don't like or understand online trends and language. They prefer helpful and valuable content, no slang, and have a high focus on luxury. They have an attitude of 'the customer is always right’, and have a high use in their children as tech advisors. They are very brand loyal.
Boomers have a high disposable income, work hard and have an excellent work ethic. Now retired or entering retirement, they have grandchildren, are homeowners/investors with very high purchase power. Boomers are the wealthiest generation, set to bequeath $224B in the next two decades.
With a strong focus on health, Boomers spend to be comfortable, are big spenders, and prefer traditional relationships with business and necessary contact. They are high Facebook users, prefer clear and concise language, and spend 5 hours p/day on smartphones. Boomers are print and broadcast media consumers. They are traditional.
Silent Gen
Silent Gen are extremely loyal and expect loyalty in return. They are disciplined, family/community centred, prefer conformity, give and expect respect, are traditional, resilient, determined, very health conscious, and time rich.
Now Grandparents / Great Grandparents, they are retired, downsizing, and social. Silent Gen have an easy-life preference, seek value, are very frugal, and are budgeters. They are almost exclusively analogue and highly self-sacrificial.