{"id":16813,"date":"2021-01-14T11:00:00","date_gmt":"2021-01-14T11:00:00","guid":{"rendered":"https:\/\/thesocialelement.agency\/us\/?p=16813"},"modified":"2023-08-20T20:54:08","modified_gmt":"2023-08-20T20:54:08","slug":"focusing-on-generational-differences-for-marketing-success","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/us\/focusing-on-generational-differences-for-marketing-success","title":{"rendered":"Focusing On Generational Differences For Marketing Success"},"content":{"rendered":"\n
Ashley Cooksley and Celia Dearden-Briggs examine the parallels between age and lifestyle choices, including consumer behaviors, interests and purchasing factors during the first half of 2020.<\/em><\/p>\n\n\n\n Cleveland \u2014 Looking at the lifestyle choices and interests among candy and snack consumers, younger generations prefer healthier choices. Starting with gen z (aged 8 to 22) and millennials (aged 23 to 39), these generations are more likely to be interested in sports, fitness and healthy foods. Being active correlates to a generation\u2019s preference for snack foods. Younger generations report buying fewer snack foods and drinking more non-alcoholic beverages.<\/p>\n\n\n\n Looking specifically at health foods, 36 percent of gen-z consumers say they, or their household, made a purchase in this category in the last month. This decreases gradually through the ages, ending at 19 percent of boomers, who instead have a sweet tooth for cookies, with 55 percent reporting purchases in the month prior. From a social media point of view, gen z and millennials prefer knowing about healthy options through social media influencer posts and\/or brands actively engaging them online. <\/p>\n\n\n\n On the other hand, gen x (aged 40 to 55) and boomers (aged 55+) report no interest in these areas. These generations consume candy at will, but exercise some restraint and perhaps avoid a daily sweet, show the highest brand loyalty, and mostly can be reached via traditional advertising versus social media.<\/p>\n\n\n\n The Hershey Co. has attempted to play the middle ground with its Hershey\u2019s Special Dark Mildly Sweet Chocolate Bars marketed as a healthier alternative, but still a sweet treat. However, on the company\u2019s social channels the only identifiable organic mention relating to this in the last year was their response to a user asking if this chocolate is suitable for diabetics on Twitter<\/a>. In fact, this is the only mention of \u201csugarfree\u201d on the brand\u2019s social channels in the past two years.<\/p>\n\n\n\nBrand Examples Tell A Story<\/h4>\n\n\n\n