Gen X oft-overlooked, but potentially valuable market

Gen X oft-overlooked, but potentially valuable market

Posted On June 27, 2013

In a recently issued report, “Life insurers cast the net wider net for growth: Enter Gen X” the Deloitte Center for Financial Services touches on many of the reasons why life insurers should put more resources behind targeting Generation X buyers, a  market segment they have typically eschewed. The report is applicable beyond the life insurance industry, however, as it hits on several of the stereotypes that have kept Gen X out of the spotlight for many professional services. Namely, they have a different buying structure and skeptical nature, which makes for a longer, less easily controlled sales process. But… Read More

Categories: Blog, Product Design

Buying process goes from grass roots to social circles

Posted On June 25, 2013

If Gen X put buying power in the hand of the consumer – relying more on independent research and word of mouth referrals from friends than on company-crafted advertising – then Millennials are putting it in the hands of everyone. That is, not just their family and friends, but their Facebook friends, Twitter followers, etc. In fact, according to NBC News, a recent study conducted by eBay indicated that 20% of young motorists would be willing to conduct a car purchase entirely via a mobile device. While that may be a more extreme stance, the survey results underscore the younger… Read More

Categories: Automotive, Blog

Generational mix-up? Bloomberg Businessweek campaign causes a stir

Posted On June 20, 2013

The first rule of advertising is to know your target audience. The second rule should be a no-brainer:  don’t actively offend them. Somewhere on the way to being creative Bloomberg Businessweek advertisers seem to have forgotten rule number two. In a “funny if it didn’t happen to you” subscription campaign, the Bloomberg affiliate encourages parents, friends and family members of Millennials to send the young workforce a pithy e-card and a 12-month subscription to Businessweek. Problem is, the e-cards appeared more pithy to the givers than to the intended recipients. What I find particularly odd about this campaign is that… Read More

Categories: Advertising, Generations, Recession Economy

Baby Boomers “Most Valuable Generation”

Posted On February 21, 2013

While everyone seems focused on capturing the attention of Millennials, the Baby Boomers are still the “most valuable generation,” according to a Nielsen report. Over the next five years, Boomers are expected to account for 50% of all consumer spending and to control 70% of all disposable income, according to Nielsen. Fueled by aging Boomers, the over-50 cohort will account for 50% of the population in 5 years. That age group is growing at 3 times the rate of the coveted 18-49 demographic. Still, it accounts for only 5% of advertising. Boomers stand to inherit $15 trillion over the next… Read More

Categories: Advertising, Baby Boomers, Blog

Millennials Open to Ads

Posted On December 11, 2012

Millennials are open to advertising, like to be entertained by it, and, if they like the message, they are likely to pass it on. A study of 4,000 Millennials by Edelman Berman revealed that only 3% of Millennials are resistant to advertising. 80% of them said they like to be entertained by advertising and 70% like to provide feedback. Millennials also like (40%) to influence, or “co-create” new products. Less than a third said they wanted entertainment (videos, games, etc.) from brands instead of advertising. On the other hand, Millennials’ fondness for learning and connecting comes through in the survey:… Read More

Categories: Advertising

Authenticity Reaches Gen X

Posted On December 6, 2012

A new study by Nielsen shows that Generation X responds to authenticity in advertising above other qualities and approaches. Advertising that is calm, reasonable, and based on real life will appeal to Xers in contrast to more aspirational, extreme, and exaggerated styles that appeal to Millennials. The study found some subtle differences between men and women of Generation X. Gen X women are more responsive to sentimentality, while Gen X men respond to competence. Both place a high value on real-world, relatable situations. The study acknowledges that Gen X is smaller than the others but represents an opportunity for marketers… Read More

Categories: Advertising, Blog, Women

Millennials Prefer Digital to TV Ads

Posted On January 31, 2012

A new study by comScore shows that Millennials are more responsive to ads they view when watching “digital” content than they are to ads they see on TV. The study measured the “lift,” or influence on brand preference, that each ad medium produces. It shows that while Millennials are less likely to influenced by advertising than any other generation, that difference disappears in the case of digital advertising. In general, the study shows, younger generations are less impressed with ads than older ones. In fact the average “lift” for Boomers and Matures is almost 50% higher than for Millennials for… Read More

Categories: Advertising, Blog

Millennial Buying Trends

Posted On July 18, 2012

We may think of Millennials as impulse buyers looking for instant gratification and the latest “in” thing, but they are turning into careful shoppers who compare prices and hunt for bargains, according to an AdAge analysis of SymphonyIRI surveys. In truth, Millennials have always gravitated to offerings that were free or cheap (think: Napster and iTunes) and that turns out to be the main driver behind their buying habits. Nearly 9 in 10 Millennials ticked “has lowest prices” as a key retailer attribute when choosing where to shop. About the same number, 87%, listed an item’s price as a key… Read More

Categories: Blog

Boomers Click Through Online Ads – Millennials Do Not

Posted On October 11, 2011

Have you ever noticed a blinking or dancing ad to the side of the web page you were reading and wondered, “Who clicks on that?” Now we have an answer, at least a generational one. According to a recent JustAsk! survey, older Baby Boomers and Matures are the most likely to click through online ads while Millennials are the least likely. According to the survey, over three quarters of those over age 55 reported clicking through an online ad in the last 6 months. In comparison, just 58% of Millennials age 15-24 report clicking online ads. And the group in… Read More

Categories: Advertising, Baby Boomers, Downloadable Media

Millennials to Loyalty Programs: Fast, Free and Easy

Posted On October 13, 2011

Millennials love free stuff. The Napster Generation is accustomed to getting a lot of what it wants for free online. And that attraction to freebies is proving to be boon among Millennials for loyalty and rewards programs that appeal to it. According to an Aimia survey, Millennials are more likely than other generations to take part in customer loyalty programs when there is a giveaway offered. In general, Millennials lag slightly behind other generations in participation in consumer loyalty programs. About 77% of Millennials report participating in some kind of loyalty program, slightly less than older generations. But when a… Read More

Categories: Advertising, Blog, Downloadable Media