Are You Defining People by Their Generation? It’s Time to Rethink Marketing
Millennial? Gen Z? Baby Boomer?
I’m a millennial. And?
That label tells you absolutely nothing about who I am as a person.
If I don’t get a particular trend, it’s not because I’m a millennial. When I was growing up, I didn’t follow mainstream pop culture either. I listened to niche music, read obscure books, and didn’t chase every fleeting trend. So, what really defines a generation?
Is it the economy? The circumstances? The culture?
Not exactly. It’s far more nuanced than that.
Labels Don’t Define Us
We’re all individuals. Age doesn’t determine whether we fit into a neat little stereotype. So why do we continue to classify people just by their birth year?
Marketing loves to put people into generational categories, but that’s where the problem starts. When you focus solely on generational labels, you miss out on the deeper truths about human behavior, preferences, and desires.
In the world of marketing, we tend to believe that because someone falls into a certain age group, we know exactly what they want and how to speak to them. But here’s the thing: marketing isn’t about labels—it’s about personalization.
The Pitfalls of Targeting Generations
Consider this: Can you really group people together just because they were born in the same 10- or 20-year window? Absolutely not. Your audience isn’t just “Gen Z” or “Millennials” — it’s a diverse group of individuals who might share certain interests, values, or life experiences. But those things go far beyond the scope of a generation.
I don’t need a company to market to me because I was born in the ‘80s or ‘90s. I want a brand to connect with me because they understand who I am and what I stand for — values that have little to do with my birth year.
In fact, many millennials aren’t defined by the exact same cultural influences that other millennials have experienced. Some of us are more “old school,” some of us are tech-obsessed, and some may even be more “Gen X” in our outlooks. Does that mean we're all the same? Absolutely not.
It’s About Values, Not Birth Years
The truth is, values drive action. And those values are not determined by when you were born. They’re shaped by personal experiences, social issues, cultural influences, and unique journeys. These values transcend generations.
Instead of categorizing people into generational boxes, marketers should focus on understanding what truly matters to individuals. When you speak to the values that resonate deeply with someone — regardless of their generation — you create a much stronger, more lasting connection.
Start Connecting with People, Not Generations
Let’s face it: effective marketing is about understanding people — their desires, fears, motivations, and dreams. Not about assuming they are a certain way because they were born within a particular time frame.
When you market based on shared values, you appeal to the person behind the label. Whether they’re a millennial, Gen Z, or Baby Boomer, the connection you build will always be stronger when it’s rooted in something real.
Time to Stop Selling to Generations
It’s time to move away from broad generational marketing strategies that rely on assumptions and stereotypes. It’s time to focus on the individual, to speak to their core values, and understand their needs on a much deeper level.
Marketing to “generations” is a thing of the past. The future is about marketing to humans — people who live in a world that is far more diverse, dynamic, and interconnected than any one generation could define.
