Brands today face many challenges, but one specific challenge that isn't often recognized is generational marketing—the process of developing marketing strategies to maintain relevance with all generations. For a brand today to be successful, it must realize that different messages must be developed and delivered on various channels. Generational marketing encompasses this process and is often a primary component of a brand's marketing success. Targeting your audience means understanding the needs and expectations of each generation and how best to reach them in a relevant manner. Adweek's Generational Marketing section showcases top brands' successful strategies.
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How Brands Should—and Shouldn’t—Communicate With Gen Alpha

Gen Z’s younger siblings prioritize brand purpose and covet community.

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Vans’ New Kick Turn: Attract More Than Just Millennials and Gen Z

Why CMO Kristin Harrer wants to 'connect with a broader community.'

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CMO Moves Podcast: Shake Shack’s Jay Livingston on Professionalizing Smaller Companies

Jay Livingston discusses his journey as a marketer, and how he approaches growing and building a marketing strategy.

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Connected From Birth: Predicting Gen Z’s Online Behavior

How the youngest generation of consumers is shaping a new social media era.

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Don’t Blur the Lines When Marketing to Millennials and Gen Z

Gen Z places less value on high price tags and material goods, whereas millennials buy pricey bottles, designer goods and trips.

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More Than Family and Soccer: Why HHM Campaigns Can Feel Hollow

Generational marketing is key to communicating with the Latinx consumer.

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‘It’s Not Just a Case of Let’s Move Everything Online’—How Saga Continues Engaging Over-50s

The company has begun to focus on experience over age in its communications.

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How Mars Wrigley Aims to Remain Relevant With Consumers for the Next 100 Years

The company's North American president Anton Vincent discusses generational engagement.

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Infographic: An Inside Look at How Marketers Use Influencers

'Working with creators will only become more important for brands.'

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Move Over Google. TikTok Is the Go-To Search Engine for Gen Z

The social platform can’t be viewed as an exact search match, and that’s part of the appeal.

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Infographic: How to Win Gen Z and Millennial Shoppers’ Loyalty

What modern shoppers want from retailers and brands.

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How Can Marketers Win Over Gen Alpha?

Brands and agencies must internalize millennial values while finding creative ways to connect with kids.

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Courting Older Generations Should Be Part of Every Agency’s DNA

“It's really important that we value the older generations in our agencies." - Kirsten Flanik, president and CEO of BBDO NY.

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Gen Z’s Purchases and Actions Are Influencing All Consumers

Gen Z is asking more questions about the companies behind their products, and other cohorts are following suit.

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Gen X Truly Is the Lost Generation—Especially in Marketing

While marketers scramble to cater to Gen Z and millennials they fail to consider a smaller, older generation with serious buying power.