Learn the differences between Gen X, Millennials and Gen Z
Posted: Thu Jan 23, 2025 8:34 am
Just as each person is a product of their circumstances, each generation behaves according to the historical events that marked them during their childhood and adolescence. These generational characteristics influence the way they behave when they play the role of buyers or users. For companies, it is essential to know how people belonging to Generation X, Millennials or Generation Z behave in order to offer them what they are looking for, in the most appropriate way and on the channels they use.
Differences between generations
The so-called Generation X, in Spain, would be those born in the seventies, that is, the children of the baby boomer generation . They were the first to start using computers (as young people or adults), both for work and for fun. Their goal is to succeed at all costs .
Millennials are those born in the 1980s and early 1990s. They are student database the first global and entrepreneurial generation , although they are excessively individualistic and comfortable , as they have grown up having everything within their reach.
Generation Z would be those born between the turn of the century and 2010. Being digital natives , they learn quickly, adapt to new technologies instantly and have an irreverent point for both good and bad: they are entrepreneurs and find it difficult to accept rules.
How each generation interacts with brands
For companies and marketing experts, it is essential to understand the behavior of each of the aforementioned generations in order to properly target them. Each generation has a way of behaving that must be taken into account when launching advertising campaigns, designing applications or websites, or simply knowing how to present themselves to users on social networks .
Generation X, rational arguments
Generation X has experienced both worlds, digital and analogue, and tends to seek a balance between them. They use some technologies, but they have not forgotten the physical part of socializing . Similarly, they seek a balance between work, children, friends, leisure time… They are more institutionalized than other generations.
This generation is not as addicted to the Internet as the other two, and prefers to browse from computers and tablets rather than smartphones. They like leisure activities related to culture, the outdoors, travel and certain technology . They are more accustomed to face-to-face sales (which they have experienced), so it is a good idea to attract them with rational arguments . The social networks they use most are: Facebook, YouTube and email .
Millennials, in search of experience
Those born before the turn of the century are looking for brands to provide them with a unique experience , to make them feel special in some way. Therefore, brands that want to reach this generation must enhance the customer experience , since Millennials are willing to pay more as long as they feel that they are offered something specially designed for them. It makes perfect sense because, as we have mentioned above, this is the most individualistic generation.
Not only do they seek unique experiences, but they love to show them to their friends. That's why they are convinced users of YouTube and Instagram , although they also use Pinterest, Facebook and LinkedIn (the latter only for Millennials over 30) and are willing to try new networks like Tik Tok or Snapchat .
Generation Z, authenticity
This generation, which is already fully immersed in the new century, and which has experienced the most radical changes in the shortest time that humanity has ever experienced in its entire history, especially around technological innovation, expects precisely that from companies: changes, innovation, new perspectives, new applications and new technologies .
On the other hand, it is a very audiovisual generation, so social networks like Twitch, YouTube or TikTok are successful among them. At the same time, they are fans of eSports, where many brands are trying to get in to promote themselves among gamers.
Advertising for every generation
Generation X
Some ideas to appeal to those born between the sixties and seventies:
Nostalgia . This is the generation that knew a television with only two or three channels, and they are at that age where they love to remember what they did as children and teenagers.
The family . Many people have teenage or adult children, so they look for products and services that help them build a better relationship with them or help them develop physically or intellectually.
Videos . They like DIY tutorials.
Newsletter . Email is still widely used, so opting for a mailing campaign can be a good idea.
Millennials
What strategies to follow to target this segment
Premium Services . This generation is looking for unique experiences and is willing to pay more if the extra offered is worth it. But don't disappoint them if you don't want to lose them as users forever.
Respect for the environment . This is the most environmentally friendly and ecologically conscious generation. Environmental responsibility can be a good hook.
Generation Z
The 21st century generation has its own characteristics as a buyer persona:
Authenticity . Don't try to sweet talk them. Be as informal as you are and be straightforward.
Innovation . Those born in the 21st century are looking for something new above all else. If you have something new, there's no doubt that Gen Z is your target audience.
Tutorials . This is the most self-taught generation. However, the communication channel must be video, and the duration must be short, since this is a difficult generation to engage.
Mobile TV . Whether through live streaming on Twitch or videos on YouTube, stories and lives on Instagram or videos on TikTok, what is clear is that Gen Z are fans of audiovisual content on mobile.
Differences between generations
The so-called Generation X, in Spain, would be those born in the seventies, that is, the children of the baby boomer generation . They were the first to start using computers (as young people or adults), both for work and for fun. Their goal is to succeed at all costs .
Millennials are those born in the 1980s and early 1990s. They are student database the first global and entrepreneurial generation , although they are excessively individualistic and comfortable , as they have grown up having everything within their reach.
Generation Z would be those born between the turn of the century and 2010. Being digital natives , they learn quickly, adapt to new technologies instantly and have an irreverent point for both good and bad: they are entrepreneurs and find it difficult to accept rules.
How each generation interacts with brands
For companies and marketing experts, it is essential to understand the behavior of each of the aforementioned generations in order to properly target them. Each generation has a way of behaving that must be taken into account when launching advertising campaigns, designing applications or websites, or simply knowing how to present themselves to users on social networks .
Generation X, rational arguments
Generation X has experienced both worlds, digital and analogue, and tends to seek a balance between them. They use some technologies, but they have not forgotten the physical part of socializing . Similarly, they seek a balance between work, children, friends, leisure time… They are more institutionalized than other generations.
This generation is not as addicted to the Internet as the other two, and prefers to browse from computers and tablets rather than smartphones. They like leisure activities related to culture, the outdoors, travel and certain technology . They are more accustomed to face-to-face sales (which they have experienced), so it is a good idea to attract them with rational arguments . The social networks they use most are: Facebook, YouTube and email .
Millennials, in search of experience
Those born before the turn of the century are looking for brands to provide them with a unique experience , to make them feel special in some way. Therefore, brands that want to reach this generation must enhance the customer experience , since Millennials are willing to pay more as long as they feel that they are offered something specially designed for them. It makes perfect sense because, as we have mentioned above, this is the most individualistic generation.
Not only do they seek unique experiences, but they love to show them to their friends. That's why they are convinced users of YouTube and Instagram , although they also use Pinterest, Facebook and LinkedIn (the latter only for Millennials over 30) and are willing to try new networks like Tik Tok or Snapchat .
Generation Z, authenticity
This generation, which is already fully immersed in the new century, and which has experienced the most radical changes in the shortest time that humanity has ever experienced in its entire history, especially around technological innovation, expects precisely that from companies: changes, innovation, new perspectives, new applications and new technologies .
On the other hand, it is a very audiovisual generation, so social networks like Twitch, YouTube or TikTok are successful among them. At the same time, they are fans of eSports, where many brands are trying to get in to promote themselves among gamers.
Advertising for every generation
Generation X
Some ideas to appeal to those born between the sixties and seventies:
Nostalgia . This is the generation that knew a television with only two or three channels, and they are at that age where they love to remember what they did as children and teenagers.
The family . Many people have teenage or adult children, so they look for products and services that help them build a better relationship with them or help them develop physically or intellectually.
Videos . They like DIY tutorials.
Newsletter . Email is still widely used, so opting for a mailing campaign can be a good idea.
Millennials
What strategies to follow to target this segment
Premium Services . This generation is looking for unique experiences and is willing to pay more if the extra offered is worth it. But don't disappoint them if you don't want to lose them as users forever.
Respect for the environment . This is the most environmentally friendly and ecologically conscious generation. Environmental responsibility can be a good hook.
Generation Z
The 21st century generation has its own characteristics as a buyer persona:
Authenticity . Don't try to sweet talk them. Be as informal as you are and be straightforward.
Innovation . Those born in the 21st century are looking for something new above all else. If you have something new, there's no doubt that Gen Z is your target audience.
Tutorials . This is the most self-taught generation. However, the communication channel must be video, and the duration must be short, since this is a difficult generation to engage.
Mobile TV . Whether through live streaming on Twitch or videos on YouTube, stories and lives on Instagram or videos on TikTok, what is clear is that Gen Z are fans of audiovisual content on mobile.