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5 Ways Your Brand Can Engage Every Generation: From Boomers to Gen Z

If your strategy isn't evolving, then your brand is getting left behind. Discover how your brand can remain essential to customers of every generation.
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5 Ways Your Brand Can Engage Every Generation: From Boomers to Gen Z

We live in an age of unlimited choice and endless noise — and that means if your brand isn’t essential, it’s irrelevant.

For marketers, it’s a simple problem to articulate, but much harder to actually solve. People are savvier and much more discerning than ever about the brands they choose.

Is your brand relevant to every generation?

Probably not, but that doesn’t mean it can’t be. It takes deep human insights to discover the qualities that make a brand essential. Here’s a peek at what we know.

1. The skepticism is real:

  • 2/3 of Americans don’t trust what brands say until they see the proof,
  • 1/2 believe brands say they have a purpose, but really don’t mean it, and
  • 2/3 say brands put their profits over customers and employees.

2. Most brands don’t break through:

  • 2/3 of Americans think brands say the same thing over and over again,
  • 2/3 say only a few brands spark their curiosity, and
  • Only 1/2 think personal brand messages fail to connect with them.

So the question remains: how can you make your brand essential?

Data-backed, multi-generational insights for your brand

We recently surveyed 2,500+ American adults to uncover what consumers truly want and need from the brands they choose, and gathered key insights on what actually matters to different generations.

We’re sharing how to apply these insights to evolve your brand strategy for every generation.

What you’ll learn

  • The 5 key need states brands must deliver on to become essential to every generation,
  • Generational skews that reveal what the 5 need states mean to each generation, from Boomers to Gen Z,
  • Examples of brands across categories that deliver on each need state,
  • 5 actionable takeaways and starting points to build an essential brand that sparks curiosity, conversion, and loyalty, and more!

About the author

Material is a leading global consumer intelligence and customer experience consultancy. Partnering with business leaders, we help tackle their most significant customer challenges to help them differentiate in the marketplace, build smarter, more connected experiences, and maximize value delivered to customers and society. Our unique customer intelligence engine is powered by analytics and behavioral science, fuels world-class design and enables the delivery of products and services to bring digital transformation to life.

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