A Generational Guide to Retaining Customers

Have a brand that you want to grow? Want to attract your target audience? Well, this all starts with one thing: Getting to know who your target audience is and what they care about. You can do those through metrics, KPIs, social media data, open, and click rates. And while there is absolutely no one size all when it comes to generations, there is something to be said about an era of the population that grew up with the same global experiences. For this reason, someone in their 70s who grew up looking outside more than looking at a screen may gravitate to something entirely different than a 17 year old whose peers are making dance videos on TikTok between classes.

Brand loyalty varies significantly across generations due to differences in values, life experiences, and digital habits. The most loyal generation? Generally, its Boomers who were born between 1948-1964. They’re more prone to valuing consistency, quality, and strong customer service and support features. They’re the most likely of us all to stick with a brand for decades (and kudos to those of you reading who fall into this bucket of people as loyalty is always appreciated!)

Gen Z (1997-2012)

Generation Z, are an interesting group, being the newest consumers in today’s market. They are significantly more selective than other groups we’ve examined. They are prone to getting more connected to brands that they love over time and many Gen Z individuals are seeking a connection that matches their values. They want to know why your brand exists and what your mission is. Behind the scenes content and Instagram Stories may be more effective on this group than traditional ads. And when you have them as a customer? The odds of loyalty are high.

According to Retail Brew, 61% of people in this group identify as forever customers (57% of millenials and 43% of boomers identified the same way).

Millennials (1981-1996)

Why, yes, Millennials or ‘The Spice Girls Generation’ aka the generation that grew up playing outdoors, remembers cutting out faces from their favorite magazines, using land line phones before landing their first Nokia or Razr phone, using, physical maps to drive around, downloading music on Napster, and hearing the term ‘You’ve Got Mail’ as they waited for their dial up Internet connection to load. This group often has a fondness for life before the Internet and is simultaneously very engaged now that the Internet exists.

Millenials like to have as much information as they can as fast as possible. They can be best reached through an omnichannel retargeting experience including SMS, social media, an engaging website, and even thoughtful direct outreaches through the mail and other creative mediums. This group tends to gravitate to brands value their emerging values, brands that personalize their experiences, and those that reward their loyalty. They’re more influenced by online reviews, blogs, and influencer feedback than some of their peers, and they often care a lot about transparency.

Gen X (1965-1980)

Here comes Gen X, the most practical group of the bunch! They are often seeking real benefits, consistency, benefits, and straightforward experiences. Having strong Google and Facebook reviews will be clutch when it comes to attracting and retaining this group. Gen X tends to research more than most groups and will deep dive on exchange and return policies more than others. They’re 13% more likely to use loyalty programs than the average consumer showing just how much they value reliability and consistency.

Be real, not trendy is advice that we may offer when it comes to getting in front of Gen X.

How to Guides, Webinars, Community building, personalized Thank you’s, and nostalgia will likely reach this group more than a celebrity endorsed TikTok video ever will.

Baby Boomers (1946-1964)

Baby Boomers are exceptionally loyal to brands. They trust brands a lot and have high expectations for what they’re purchasing. Attracting and retaining baby boomers requires a thoughtful approach that respects their values, life experiences, and shopping preferences. This generation tends to favor trustworthy, consistent, and quality-driven brands.

Quality goes very far with baby boomers. As with Gen X, we’d encourage you to keep it real as you can with them. Keep it simple, exemplify strong customer service, and keep it real with this group.

Personalization is Key: 74% of Baby Boomers have responded saying that email is the most personal way to receive brand communication

This generation frequently relies on search engines like Google and Bing as a trusted source of information when researching products and services. Google is the most-used app for more than three-fourths (76%) of boomers. When considering a purchase or seeking information, they often start by typing their questions or keywords into search engines.

This group grew up without the internet so why not send them direct mail using high quality materials and personalization to get their attention? Who knows, you may even end up on their fridge.

The Silent Generation (1928-1945)

To effectively market to the Silent Generation, businesses should prioritize traditional marketing methods, emphasize reliability and value, and tailor their messaging to their values of hard work, stability, and respect. As you may have guessed, with some exceptions, this generation is less inclined to respond to digital marketing and prefers face-to-face interactions, direct mail, and familiar brands. 

Traditional mediums like print, newspapers, direct mail, and radio are highly effective with this group. When it comes to messaging, you can frame products as helping them stay independent, connect with loved ones, or enjoy time with family. Keeping websites simple and easy to read is especially important when it comes to marketing to the Silent Generation! While they did not grow up as deeply entrenched in technology as the newer age groups, they have spent the last 30+ years experiencing an increasingly digital society and about half of the members of this group are mobile phone users.

This generation is often thinking more about cost benefits and practical aspects over some other groups. When marketing, you’ll need to prove to them that your offer is worth parting with their hard-earned cash. You also may want to meet them where they are through event marketing and more hands on approaches that make it easy for them to get connected with you. With more life experience under their belts than any other demographic listed here, embrace those face to face interactions!

As The Greatest Generation (1901-1927) similarly grew up without the Internet, emphasizing value and quality and applying similar methodology that one would with The Silent Generation is key!

So there you have it — a Scoop Brands generational guide to retaining customers. The main takeaway here is that you must know your audience and meet them where they are. The more you know who you’re marketing to, the better your results will be! So have fun with it. Do some trial and error. And if you need a helping hand, then don’t hesitate to reach out to our team of advisors and marketers today.

Want to attract, retain, and grow your customer base? The Scoop Brands team will help you! So what are you waiting for? Get started with us today!

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