What is Cross-Generational Marketing?

What is cross-generational marketing?

Cross-generational marketing (or multi-generational marketing) is campaigns that are designed to appeal to people of all ages. The campaigns usually tailor their messaging to resonate with all age groups and generations with singular marketing efforts.

‍

Why should we be using cross-generational campaigns?

Brands can appeal to a wider target audience and have a more inclusive approach with cross-generational campaigns. This translates to increasing your engagement tenfold, especially if the content resonates as authentic.  

• Better Engagement: appealing to a wider target audience will increase your engagement tenfold, especially if the content resonates as authentic.  

• Brand Loyalty: By showing that you can appeal to and understand different age groups, you build trust with consumers across generations. If they see you as adaptable and relevant, they're more likely to remain loyal to your brand over time.  

• Message Flexibility: A cross-generational campaign allows for flexibility in messaging, which can be adjusted to resonate with each generation's values.
  

Who is doing cross-generational marketing well?

Currys PC World have been on top of it by ensuring its messaging reaches the older generation to understand what they can get in store but also keeping it fun for the younger generation. Seventh is another brand that have done it well, especially with its Christmas campaign, “Welcome Home”. It focused on the use of their products across generations by shooting with families, showcasing that they are for everyone.

‍

‍

What makes for good cross-generational content?

• Authenticity and trust: make sure your campaign is transparent, consistent and true to your brand's core values. Actions always speak louder than words, make sure you’re demonstrating your values through your work.

• Adaptability and evolution: Brands that adapt and innovate will be favoured over ones that are behind the times when it comes to appealing to different age groups.

• Shared values and interests: Highlighting shared values like sustainability, community, and family, which resonate across generations creates a sense of connection and appeals to both younger and older audiences.

‍

Want to chat further about cross-generational marketing? Get in touch.

‍