Every Thursday since COVID began, my brother and I have been catching up on Zoom. Sometimes, my 13-year-old niece joins. Last week, she hopped on, and we ended up having a marketing conversation, a topic I love to explore.

Demographic Buckets Based on Date of Birth

We chatted about demographics and she shared her perspective on what demographic bucket each of her family members should fit into…not the “Demographic based on Date of Birth” bucket a report might place them in.

• Generation Alpha (2010-2024)
• Generation Z (1997-2012)
• Millennials (1981-1996)
• Generation X (1965-1980)
• Baby Boomers (1946-1964)
• The Greatest Generation (1901-1924)
• The Silent Generation (1925-1945)
• The Lost Generation (1883-1900)

Well, I am happy to report from my niece’s perspective I fell into a more youthful demo along with her stepmom. Always great to be indirectly told you’re young. My dad, despite being a Baby Boomer, earned a Gen Z-like classification due to my niece’s recollection that during her summer visit, she had heard Dua Lipa on his phone while he was Insta-scrolling. But my brother, a Gen Xer, was informed he’d received the Lost Generation classification. No real surprise, of course, that he might receive this type of classification, as my niece has also reported on more than one occasion that her Dad is in “steep decline.” Ah, the joys of parenting a teen. At least the aunt is still cool. 

Hearing her perspective made for a fun family conversation yet, the marketer in me was reminded how someone views the world shapes how they engage with it. And, as a marketer, her view is important to understanding how to speak to her. Her POV is also a reminder of how a Gen Zer (which is the demo bucket she technically falls into) identifies more with their passions, hobbies, and beliefs than generational labels.

Marketing Lessons from a Teen’s POV

1 –  Knowing Your Audience Matters

As a marketer, my first question to a business is always: Who are you speaking to? But the second question is just as critical: Does your marketing align with that audience? 

If you want to reach your target audience, the way you show up, what you say and how you say it is important. It is going beyond surface-level details like their age, location, or income. It’s about recognizing how they see the world, what influences their choices, and what makes them take action. 

Remember your marketing does not have to resonate with everyone. In fact, there’s a high likelihood that it won’t. So, don’t try to reach everyone. Just focus on reaching and connecting with your target. 

2 – Tap Into Their Values

Start by asking yourself, does my marketing align with the values of my target audience? Tapping into a generation’s values is a great starting point for reaching and connecting with your audience. Research suggests that:

• Baby Boomers value quality and reliability, and they may still respond well to traditional media like TV and direct mail.
• Generation X values independence, practicality, and work-life balance. They appreciate brands that offer durability and value, respond to straightforward communication, and often engage through email and Facebook while making well-researched purchasing decisions.
• Millennials seek experiences over possessions, prefer brands with strong online presences, and are influenced by reviews and social proof.
• Generation Z values authenticity, diversity, and digital fluency. They’re drawn to brands that are socially conscious and transparent.
• Generation Alpha values innovation and interactivity. They’re drawn to brands that embrace creativity, inclusivity, with a preference for engagement through gamified experiences and interactive platforms.

3 – Know Where They Go to Discover Brands

Brand discovery has changed. Everyone is on the hunt for brands in different spots these days. If you’re targeting Gen Z, but your marketing heavily relies on email newsletters or print ads, you might miss the mark. This audience lives on TikTok, Instagram, and other fast-moving platforms. Similarly, Boomers may prefer email, Facebook, or in-person interactions over apps. Matching your channel to where your audience explores will better position your brand to be discovered. If you are curious and want to dive into where each demographic discovers brands, this GWI blog “Brand discovery in 2025: How consumers find new brands and research products“ is a great resource for outlining what captures attention and drives discovery across the different age groups.

4 – It’s not always what you say, it’s how you say it.

My mom’s voice is in my head here…tone and style matter. If your audience is Millennials, your style might lean toward witty and relatable content. On the other hand, Gen X might appreciate straightforward, no-fluff messaging. Be conscious of your delivery. 

See the World Through Your Target Audience’s Eyes

My Zoom chat with my niece was a marketing refresher course for me. I was reminded and afterward able to reflect on how she doesn’t see generational labels the same way a Gen X marketer, like me, might. Her POV reminds me that understanding how your audience views themselves and the world around them is the key to creating successful marketing. 

And, as a marketer, I am manifesting that in 2025 a teen might see campaigns I launch for clients this year and remark “You left no crumbs.”