The $5.99 Question: The Age Gap
The Connected Generation Podcast: The $5.99 Question: The Age Gap, Episode 49
This week on the podcast, we launched a new series that covers the most popular questions that Reach Group gets from clients and audience members. Not wanting to sound too lofty by calling them the million dollar questions, we decided to title the series “The $5.99 Questions.” We figure they’re worth more than a latte. : )
This week Lisa and I kicked off the series by exploring the age gap. We started by answering the question, “Can 50 year olds effectively market to 20 year olds?” We discussed the effect of labeling and how even using terms like Gen Y and Millenials may create distance as they over-categorize by age as opposed to lifestyle and mentality.
The key to being relevant and having the right instincts when marketing to people of other generations is to enter their world and seek to understand their point of view. The good news is that it’s easier than you might expect.
If you work with younger people, find ways to learn from them. Take them out for coffee and ask them about the trends and behaviors that you’re curious about. Not as a “Gen Yer” but as a young person who operates differently than you. If you have children, participate in some of the areas that you want to learn about with them. Start sending text messages and pictures with your cell phone. Join Facebook and use it as a way to communicate. Have them show you their favorite YouTube videos. These are all simple ways to join in the fun, learn about the “Gen Yers,” and shorten the distance that you may be feeling.
I don’t believe the current generational confusion is solely a question of age so much as it is a reflection of the divide in technology adoption and communication processes. So, if you’re feeling confused about the younger generations, I recommend that you start to see the world through their eyes, computer monitors, and cell phone screens. Not only do I think you’ll have a lot of fun as you experience new ways of communicating and accessing content, but I think you’ll find yourself having better instincts and ideas as you seek to be more relevant to a younger group of customers and employees.
At the end of the podcast, Lisa transposes the question by asking, “Can 20 year olds effectively market to 50 year olds?” To be more specific, would I know how to hit the right notes with people of older generations? Well, maybe not right now. I know that there’s a lot more to “Boomers” than drinking from the eternal fountain of youth and reinventing their careers at midlife, but I would have to spend some more time with this group to better understand their worldview and lifestyle. And that’s what it comes down to—understanding that we all have something to learn from each other.
This post was written by Cassie Pruett
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Hi Lisa – Just listened to your 10/22 podcast, “The Age Gap.” It was fun to re-live a couple of insights from your visit with our Broadcasting and Publishing teams. I greatly appreciated your intuition, keen observations, and strategic thinking.
Best, E.
Thanks most of all for the encouragement to go inward and seek Vertical connection. In a few days I’ll be on my way to The American Club to do just that.
#3175 | Elsa (10/29/07)