Guide to Generational lifestyles marketing
What is Lifestyles Marketing ? Easy : Sell a lifestyle, don’ sell a Product. We know the importance of looking beyond stereotypes to create targeted, effective lifetyles marketing strategies for each but let’s have some fun breaking down the “biased” characteristics” of each group.
Understanding generational differences is crucial for effective marketing strategies. At IPANOVIA, we specialize in analyzing generational and multicultural characteristics to help our clients better connect with their international audiences Let’s delves into the unique traits, preferences, and behaviors of different generations, providing valuable insights for marketers looking to tailor their approaches.
Generational Lifestyles Marketing
Generational marketing recognizes that each age group has distinct experiences, values, and preferences that shape their consumer behavior. By understanding these differences, businesses can create more targeted and effective marketing campaigns.. This highlights the importance of understanding and catering to younger generations while not neglecting older.
Breaking Down the Generations
From Baby Boomers to Generation Alpha, each cohort brings unique perspectives, values, and consumer behaviors to the table. Let’s explore the defining characteristics of each generation and how they’re shaping our world.
Generation Z “The TikTok Dancers”
(1997-2012, ages 12-27 in 2024) 
▪️ Can text faster than they can tie their shoelaces
▪️ Short attention spans, preferring quick, engaging content
▪️ Have a meme for every life situation
▪️ Will boycott a brand for not being socially conscious
▪️They went crazy for: Tiktok, Earbuds, K- pop, Fortnite, Influencers…
▪️ How other generations see them: “They’re always glued to their phones!”. They’ll research for hours to save $2 on a purchase
Gen Z Lifestyle Statistics
By 2026, Millennials and Generation Z will represent 75% of the luxury market:
Gen Z enters the luxury market from the age of 15. An age that encourages brands to invade networks like TikTok
Sabrina Carpenter has just become the face of Prada Beauty, she is seen applying the brand’s lip balm in one of its clips, initiating a product placement whose sales literally exploded the day the clip was broadcast. As a result, the brand naturally chose her as its muse..
📍Their bold desire to be rich,
📍Their love for daily luxury,
📍Their focus on mental health,
📍Their admiration for aesthetics expressed by influencers and renowned artists
📍The need for traditions and outdoor activities
- 94% of Generation Z use social media, with an average of 2 hours and 43 minutes spent on social platforms daily
- 66% of Gen Z use wellness apps and fitness trackers to monitor their health
- 60% of Gen Z prioritize a healthy lifestyle over money, career, personal enjoyment, or family
- 48% of Generation Z cite lack of time as the primary obstacle to adopting a healthier lifestyle
- 46% of Gen Z feel stressed or anxious all or most of the time
- 42% of Gen Z rely on social media to get medical information
- 40% of female Gen Z consumers shop for clothing twice a month
What are the values driving Gen Z today?
To fully understand this generation born between 1995 and 2000, it’s essential to understand that Gen Z today is characterized by three fundamental values.
Nomadic:
both physically and intellectually, since it rejects binarities and plays with boundaries, whether between the physical and digital worlds, between fast and low fashion, or between feminine and masculine. The result is a certain continuity and fluidity in everything we experience on a daily basis.
Tribal:
where everything is now experienced as a group rather than in isolation, whether with family, friends or one or more affinity communities. We share, we exchange, we like… It’s a culture of feedback and recommendation that has taken hold.
Affective:
in this same logic of continuity, Gen Z is particularly keen to create links, whether with other people or brands, for example. They live through their senses and emotions, which means they’re always on the lookout for new and unique experiences.
Marketing Practice for Gen z targeting
The importance of personalization
More than half (58%) of Generation Z say they are willing to pay more for produ
cts that target their personality. When targeting Generation Z, personalization is a highly effective tool for generating sales and increasing retention rates. For marketing channels like email lists, personalization can also boost open rates and brand loyalty.
Use influencer marketing to reach your audience
69% (!) of Gen Zers think advertising plays a disruptive role, and 52% trust influencers’ advice on products or brands. As with Millennials, influencer marketing is an effective marketing tool with Generation Z. In fact, 76% of them follow one influencer on social networks, and 45% follow more than 10.
Translated with www.DeepL.com/Translator (free version)
Millennials: “The Avocado Toast Enthusiasts”
(1981-1996, ages 28-43 in 2024)
▪️Will spend hours researching the perfect vintage shirt on Etsy
▪️Love experiences, but make sure it’s Instagram-worthy
▪️Binge-watching is a buffet for their brain.
▪️Tech-savvy and early adopters of new technologies
▪️They went crazy for: Harry Potters, Starbucks, Netflix, Iphones, Facebook…
▪️How other generations see them: “They’re all about their fancy lattes and houseplants!”
Millennial Lifestyles Marketing Statistics
- 73% of Millennials are involved in B2B purchase decisions
- 90% of Millennials use social media
- 52% of Millennials prefer to shop online
Generation X: The Forgotten Generation
(1965-1980, ages 44-59 in 2024)
▪️Remember life before and after the internet (the best of both worlds!)
▪️Can navigate both a record player and Spotify with ease
▪️Prefer email marketing over TikTok ads (how quaint!)
▪️They went crazy for: Walkman, Nintendo, MTV , Nirvana …
▪️How other generations see them: “Wait, there’s a generation between Boomers and Millennials?” , Cynical, independent, and still rocking old brands.
Gen X Lifestyles Marketing Statistics
- 55% of startup founders are Gen Xers
- 76% of Gen X use social media daily
- 86% of Gen X make household purchasing decisions
Baby Boomers : The “Back in My Day”Generation
(1946-1964, ages 60-78 in 2024)
▪️Masters of the landline phone and face-to-face conversations
▪️Still trying to figure out why their grandkids won’t answer their calls
▪️Love a good bargain, but struggle with online shopping
▪️They went crazy for : Polaroid, Nokia Phones ….
▪️How other generations see them: “They’re always ready with life advice!”
They’ve seen it all and aren’t afraid to tell you about it
Boomers Lifestyles Marketing Statistics
- 70% of disposable income in the US is controlled by Boomers
- 82% of Boomers use at least one social media site
- 67% of Boomers own a smartphone
Generation Alpha : The AI Generation
(2013-2025, ages 0-11 in 2024)
▪️Born into a world of voice assistants and smart devices
▪️Highly visual learners, comfortable with fakes
▪️Expect seamless integration of digital and physical experiences
Marketing Implications:
- Focus on interactive, visual content
- Emphasize ethical and sustainable practices
- Utilize augmented reality (AR) and virtual reality (VR) in marketing campaigns
Cross-Generational Marketing Strategies
While understanding generational differences is important, it’s equally crucial to recognize that individuals within each generation can vary widely. Here are some strategies for effective cross-generational marketing:
Develop Inclusive Campaigns
Create marketing messages that resonate with multiple generations by focusing on universal values and experiences.
Utilize Multi-Channel Approaches
Combine traditional and digital marketing channels to reach different age groups effectively.
Personalize Content
Use data analytics to tailor content and offers to individual preferences, regardless of age.
Lifestyles Marketing Case Studies
Amazon: Targeting Gen Z
Amazon has recognized the importance of connecting with Gen Z shoppers, who are digital natives and value authenticity and social responsibility.
Key Strategies:
- Leveraging influencer marketing
- Offering competitive pricing and discounts
- Emphasizing Amazon Prime benefits
Campaign Highlight: Amazon Prime Video’s “Find Your Happy Place”
This campaign, launched in 2023, aims to appeal to younger audiences by showcasing a diverse range of content. The 60-second commercial features clips from popular shows and movies, emphasizing the platform’s breadth of offerings. The tagline “Find Your Happy Place” resonates with Gen Z’s desire for personalized experiences and emotional connections with brands.
Coca-Cola: Engaging Millennials and Gen Z
Coca-Cola has adapted its marketing to resonate with younger consumers who value authenticity, inclusivity, and shared experiences.
Key Strategies:
- Leveraging digital platforms and social media
- Emphasizing social causes and brand values
- Encouraging user-generated content
Campaign Highlight: “Real Magic” Campaign
Airbnb: Appealing to Experience-Seeking Millennials
Airbnb has positioned itself as more than just a booking platform, but as a lifestyle brand that resonates with modern travelers, particularly millennials.
Key Strategies:
- Focusing on unique, local experiences
- Leveraging storytelling in marketing
- Emphasizing sustainability and authenticity
Campaign Highlight: “Live There” Campaign
This campaign taps into millennials’ preference for unique, local experiences over traditional tourism. It encourages travelers to immerse themselves in local cultures and live like locals during their stays.
Launched in late 2021, this campaign aims to reconnect with Gen Z and millennial audiences. It focuses on themes of unity, togetherness, and small moments of connection
To gain deeper insights into the marketing opportunities surrounding the Paris 2024 Olympic Games and how businesses can leverage this global event for international expansion, explore our comprehensive guide on Paris 2024 Olympics: Branding & Business opportunities. For tailored strategies to enhance your digital presence across international markets during major events like the Olympics, visit our International Digital Marketing page.
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About Ipanovia
Ipanovia set your international development strategy . We accelerate your business beyond borders in over 20 countries in Europe, APAC and Americas.
Digital breakthrough leads to reconsider growth strategies and international expansion. The presence on the international playground is instrumental to remain competitive.
Tech innovations, Product Market Fit , Business Intelligence using Insights, digital cutting edge solutions, deep market knowledge enable us to scale up your development plans.
Our experience in developing then managing operations in Europe, the Americas, and Asia, is instrumental in the process of approaching those markets. We gather the best experts and solutions to support your international expansion. We represent you in Paris France & Europe acting as a Liaison Office.
About Emmanuel Facovi the Founder and Managing Partner
As former CEO / senior executive (Nokia, Coface, FCI, Kompass, Schneider, Areva…) his expertise consists in leading tech companies (SaaS, marketplaces, Techs) with ambitious growth objectives in fast-changing environments.
He is a cross-cultural high technology executive passionate about new technology, innovation, disruptive models, and above all, scaling up your business globally. One of the most renowned Experts in Data, Marketing Strategies of Tech and Digital Industries,
As an« all-rounder» entrepreneur with a proven track record of building high-performing teams, he has a wide skill set ranging from Strategy and International Sales performance, also encompassing Finance, Marketing/advertising and legal/HR/culture.
He is an enthusiastic leader, keen on making sure that the office develops every day into an even “Greater Place to work”, gathering professionals of diverse talents who succeed together with a common vision in mind.