Page 9 - Engage -- no.12 -- Spring 2018

Spring 2018
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The GI Generation and the Silent Generation
31 Million | Born 1915–1942
76–103 Years Old in 2018
These two generations consist of the oldest living members of our society. They are generally viewed together because their behaviors and buying habits are so similar.
“Tough as nails”—that’s how you could accurately describe the GI Generation (a.k.a., the greatest generation) and the silent generation. These are the generations who fought in World War II and the Korean War and lived through the Great Depression. These generations were charged with saving the world and building the foundation for our nation during a time of rapid industrialization.
Most people in these generations grew up
with very few financial resources. They often
went without basic necessities, and even simple entertainment was considered a luxury. These experiences shaped their buying habits for a lifetime.
These generations hate waste. They feel it’s their duty to preserve things for future use, which leads to an accumulation of items.
Members of the GI and silent generations are commonly frugal and practical spenders. Their purchases tend to be necessary items for themselves or someone else. They seldom buy
luxury items for themselves, but they will spend money on loved ones.
Marketing to the GI and Silent Generations
These generations are a challenge because they like well-established, familiar brands, likely due
to the repetitive and limited scope of advertising
in their day. Their lifelong brand loyalty makes it hard to break into this demographic, but if you
can solve a problem for them, you can win. They prefer to shop in store or to send younger people out to shop for them. They’re usually also slow to adopt technology, and they’re fans of traditional forms of entertainment: TV, radio, newspapers, and magazines. They respond to a practical approach, simple visuals, traditional values, and patriotism.
Baby Boomers
78 Million | Born 1945–1964
54–73 Years Old in 2018
The name for this generation comes from the drastic rise in births after World War II. With parents who encouraged self-reliance, this generation is hardworking and independent. Baby boomers were considered adults in their late teens and often were pushed out of the house as quickly
as possible. They followed the traditional paths that were laid out for them: high school to college or work, leading to marriage, having children, and buying a home.
Boomers on the older end of the spectrum stayed in jobs or marriages in which they were unhappy, followed the rules of society, and committed to a lifestyle. Younger boomers were more rebellious and willing to buck convention. Due to their early start and their work ethic, this generation has some serious cash to spend, yet they are often overlooked and patronized in today’s busy marketplace.
Marketing to Baby Boomers
Avoid generational stereotypes at all costs. This is a generation who is often more than a little adverse to going into old age. They refuse to be considered old or irrelevant.
Boomers are more connected than ever before, using mobile and tablet technology, especially for online research and purchases. They like to read reviews. They like storytelling and listen to word-of-mouth advice from trusted advisors. They love mail, magazines, brochures, and newspapers, and an estimated 82% of boomers belong to at least one social networking site (Facebook dominates for this group). They’re adopting streaming video, but many can still
be reached through network TV and traditional cable/satellite.