We used to think of Millennials and Gen Z as simply the young people in our lives, but recently, the differences between these two generations have become a trending topic. Open any social media platform, and you’ll see one generation teasing the other about fashion and hairstyle choices. However, their differences go far beyond opinions on skinny jeans. In marketing, Millennials and Gen Z are often lumped together, but understanding their similarities and differences can help your business create a more focused strategy to reach both groups effectively.
Understanding the Demographics
Millennials were born between 1981 and 1996, making them 25-40 years old in 2021. Gen Z, on the other hand, were born between 1997 and 2015, putting them at 24 years old and younger. At first glance, the similarities between a 20-year-old and a 27-year-old might seem more significant than their differences. However, recognizing these differences is crucial for a strong targeted marketing campaign.
Marketing professionals know that the target audience is one of the most important factors in creating a campaign. When targeting multiple audiences, such as Millennials and Gen Z, a strategic approach with different messaging for each group is vital. While we’ve outlined their age ranges, the differences extend beyond just their birth dates.
How Millennials and Gen Z Are Different
Both generations are heavy media consumers. While Gen Z has never known a world without the internet, older Millennials have spent most of their adult lives online and with cell phones.
Millennials are more likely to spend their free time on a computer, making Facebook and email marketing effective for the 25+ crowd. In contrast, Gen Z spends more time on their phones, particularly on TikTok and Snapchat, so including these platforms in your budget is crucial for reaching this generation.
A significant difference between the two generations is their response to influencer marketing. Millennials grew up during the height of celebrity culture, trusting the opinions of major influencers like Jennifer Aniston, Tyra Banks, and Justin Timberlake. For them, bigger influencers are better.
Gen Z, however, was raised in the era of internet influencers. With the rise of cancel culture and the nature of viral videos, the value of a big celebrity endorsement is less significant. This generation prefers micro-influencers, who have smaller followings and seem more authentic.
The Similarities of Millennials and Gen Z
Both groups share a love for video storytelling and Instagram. YouTube is also a major entertainment source for both generations. These platforms produce significant influence beyond traditional advertising through the authenticity of influencers promoting brands via how-tos, reviews, and tutorials.
Due to their reliance on technology for work and play, both groups have shorter attention spans compared to older generations. They consume media all day across various platforms and devices, making them less interested in reading a pamphlet and more likely to wait for the “Skip Ad” button.
The main takeaway is that investing in digital campaigns rather than traditional print advertising is more effective for both groups. To target both generations simultaneously, consider advertising on Instagram and YouTube, and ensure your brand has a strong social media presence. Using multi-generational influencers who appeal to both groups can also enhance your campaign strategy and extend your reach.
Are you interested in influencer marketing but unsure where to start? Ghidotti Communications can connect you with top influencers in your industry to help increase brand awareness and engage your target audience, regardless of their age.
