September 25, 2024 - 5 Min Read What is cross-generational marketing?

How to include all generations in your B2B marketing

No time? Here are the key insights at a glance:

Targeted communication: Each generation has different expectations and needs. Successful brands adapt their communication accordingly – without losing their brand identity.

Media diversity: To reach all generations, brands must consider differences in media usage. This requires both traditional and digital channels.

Values and storytelling: Integrate the common values that span across generations and build emotional storytelling around them. This resonates with people – no matter which generation they belong to.

What does cross-generational marketing mean?

Cross-generational marketing is the strategy of addressing all generations simultaneously and individually – without neglecting any target group. Sounds complex? It is. Each generation – from Baby Boomers to Gen Z – has specific communication preferences, technological habits, and values. Successful cross-generational marketing means understanding these differences and tailoring campaigns accordingly – without diluting the brand.

A quick disclaimer: we are aware that generations are social constructs and do not capture the full diversity of individual experiences and lifestyles. However, demographic segmentation provides useful orientation points for developing communication strategies that address the shared needs of age groups. Our experience shows that differentiated communication based on this approach works when paired with an open perspective on audience diversity.

Why the effort?

The media landscape is evolving rapidly and is used by different generations in very different ways and to varying degrees. This creates a growing gap in communication.

Especially in B2B, cross-generational marketing is more important than ever. Today, up to five different generations are active in the workplace. While Gen Z is increasingly taking on decision-making roles and driving digital trends, the experienced Baby Boomers must not be overlooked – they still exert enormous influence.

It is crucial to develop a marketing strategy flexible enough to address the different needs in terms of:

• Communication preferences

• Media usage behavior

• Decision-making behavior

What does this mean concretely in communication?

To maintain balance in addressing different generations, our experience shows the following points are especially important:

Acknowledge technological affinities

Baby Boomers are (generally) less tech-savvy than younger generations. While Millennials and Gen Z often not only adopt but actively shape the latest digital trends, usability must be accessible to all generations.

Offer diversified content

For some audiences, short, snackable content works best, while others prefer deeper, more detailed material. A mix of formats within a multichannel communication strategy meets these varying needs.

Emphasize commonalities

Generations may differ in many ways, but they also share core values. Brands should sharpen their awareness of which universal themes matter to their audience and infuse these topics with emotional resonance.

Storytelling connects all generations

Even as the media landscape evolves, strong storytelling works across generations. Stories with powerful imagery and personal relevance resonate with all age groups – even if they are told through different formats.

Flexibility in design

A key to success is adapting flexibly to changing expectations and technological developments. Strategies should therefore be reviewed regularly and adjusted when needed.