In Marketing, Age Matters

According to Marigold’s 2023 U.S. Consumer Trends Report, few factors offer as stark a difference on multiple levels than age.

In Marketing, Age Matters
Photo by Campaign Creators / Unsplash

“The voice of the consumer is one of the most important signals a brand can consider when building a roadmap for success.” That’s one of the key points made in Marigold’s 2023 U.S. Consumer Trends Report, which reveals the latest trends and insights to help marketers align with consumer needs and build strong relationships in today's economic climate.

Part of the report focuses on generational differences, making clear that age is a critical factor when it comes to crafting the right marketing campaign. Each generation has unique preferences and practices when it comes to brand relationships — and it’s become imperative that marketers understand how behaviors shift across age groups, especially with the increasing variety of marketing formats, technologies and strategies available.

See a few highlights below and download the full report here.

  • Email matters across the board – except for Gen Z (only 41% of this cohort will be swayed by email).
  • Organic posts and advertisements in social media are the biggest drivers for Millennials (67% and 63%, respectively).
  • Gen Z (47%) and Boomers (65%) are more likely to appreciate brands that communicate when necessary about offers and transactions, while Millennials like the VIP treatment.
  • A majority of all age groups except Boomers (45%) used mobile phones in store to do research and/or make purchase decisions.
  • 67% of Millennials participate in loyalty programs, compared to just 33% of Boomers.