By pbump@hubspot.com (Pamela Bump)

In recent years, there’s been a common misconception that Gen Z and millennials are essentially the same.

When companies discuss reaching younger audiences, many often lump Gen Z and millennials into the same group and create one campaign strategy that they believe fits both groups.

Sure, many millennials and Gen Zers are considered “young adults.” Both generations are highly connected to technology and the internet. It might seem effective to run one campaign aimed at both generations, but is this really the right move?

To investigate, I decided to start by letting consumers weigh in on whether or not the same marketing strategies will engage both age groups.

In a Lucid poll, I asked 350 people to tell me if, “The same marketing tactics that persuade millennials also work on Gen Z,” was a true or false statement. And if you think consumers — the people who are being marketed to by brands — would sway one way or another, you’ll be slightly surprised by the results below:

Data Source: Lucid Software

Although 56% of those polled thought the two generations could be marketed to the same way, nearly half disagreed.

As a marketer specializing in audience growth, I sway with the 44% of people who think the same tactics won’t work on both groups — at least not forever.

But is either group of consumers right about their perceptions? In this blog post, I’ll share the cold, hard facts researchers have discovered about generational similarities and differences between millennials and Gen Zers, while occasionally weighing the raw data against the way everyday consumers perceive the two generations. And if you’re in a pinch, jump straight to the info you need:

• Factors that Differentiate Millennials and Gen Z
• How to Market to Millennials
• How to Market to Gen Z
• How to Market to Both
• Tips for Knowing Your Audience

When you think about the generational differences on the largest possible scale, the oldest millennials are in their early 40s, might be settled down, and could be making larger purchases like cars or homes. The youngest members of Gen Z are 11 years old, might love children’s shows, and won’t be directly making purchasing decisions any time soon.

Aside from the obvious age differences above, here are six more factors that make these two generations fundamentally different.

Factors That Differentiate Millennials and Gen Z

1. They have different attitudes about technology and money.

Understanding the era an age group grows up in can help you identify generational commonalities like motivations, spending or saving habits, or pain points that they all share.

Two things that differentiated each generation’s childhood era included technology and the economy:

Technology

The most obvious difference between the eras each generation was raised in is the presence of technology. Millennials grew up using DVD players, giant personal computers, cell phones with tiny screens, and …read more

Source:: HubSpot Blog

Author: Aaron