Generational marketing is a term that I picked up at the Chief Marketing Officer Institute earlier this year, and something Jonathan Fitzgarrald and I continue to toy with in terms of how this applies to legal marketing.
In short, generational marketing recognizes that the different generations make purchasing decisions in different ways from one another.
The different life phases we are in presently, coupled with our upbringing and societal norms, provide us with different perspective than those we follow, or those who follow us.
For example, I’m an earlier member of Generation X (born 1961 – 1981). I came of age during the Cold War.
I was raised by my Silent Generation parents (1925 – 1942), who came of age post-WWII. Only one of their five kids are a Baby Boomer (1943 – 1960). The rest of us are Gen-X.
And my parents were raised by their G.I. Generation parents (1901 – 1924), who grew up during, and were shaped by, the Great Depression.
One of the greatest challenges I face in the work place is working with the Millennial generation who were raised with technology at their fingertips (sometimes referred to as Gen Y; 1982 – 2000). The Baby Boomers really don’t get them at all.