From Gen Z to Boomers: An In-Depth Understanding of Generational Attitudes, Beliefs & Behaviours

November 06, 2017 - 2 minute read

Stereotypes tend to be borne from lazy thinking, and evolve like Chinese whispers.

This is why stereotypes often bear very little resemblance to reality, even if there is some kernel of truth buried in there.

Generational stereotypes are a perfect example of this.

“Boomers are out of touch & disinterested in learning new things.”

“Gen X are cynical and make for poor team members.”

“Gen Y are entitled and lazy dreamers.”

“Gen Z are digital native collaborators who just want to change the world.”

Hogwash?

Probably.

But these easy to apply, fuzzily understood labels are easy to flash around and sound good in presentations and press releases.

“We’re going to refresh our brand to appeal to Millennials/Gen Z” is something you’ll often see stagnant brands talking up in the marketing press.

What if you want to do better? What if platitudes and buzzwords aren’t enough to change your performance? How about understanding the underlying attitudes, beliefs and behaviours that truly characterise different generations, based on hard data?

In our latest report, we use real data, from 2,500 real people, to explore how the UK thinks, so you can better understand consumers, whatever their age.

We’ll look at all of the data through the prism of generations, so you can see where there are genuinely sharp lines - and where there are not - so you gain a genuine idea of how to engage with every generation.

In our 65-page study, we cover:

  • Outlook on life
  • Attitudes towards success
  • The causes people care about
  • Politics and political affiliations
  • Society and social issues
  • Traditional and social media
  • Commerce and brands
  • Technology and innovation

If you want to feel confident your brand is shaped in a way that will resonate with your target consumer, reading this report is a great start.

You can download it for free today.

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5 Perspectives on The Brands to Watch in 2018

Who's going to stand out this year? Will brands that took a battering in 2017 make a statement in 2018? Will it be the year of challenger brands or incumbents?

To bring you answers to these questions (and more), we reached out to 5 experts with very different backgrounds across startups, content, social media, experiential marketing and audio to share their unique perspectives on who are the brands to watch in 2018.

Alison Battisby, Founder, Avocado Social

Monzo: The digital mobile-only challenger bank saw nearly half a million new users sign up for its services and claim their bright orange bank cards last year. Monzo is a fantastic way to manage your budget thanks to their instant updates in the app showing you how much you've just spent, and provide added value when used abroad thanks to their free withdrawls up to £200. 

Having just received their full UK banking license from the FCA and PRA in 2017, Monzo is rolling out "the best current account in the world". With their slick app and excellent communication, they are playing to millennials by offering a unique customer experience and we're set to see even more new banking features in 2018. 
Sanctus:  The mental health startup based in London has the vision to create the world's first mental health gym, where people can go and work out their mental health fitness as they would their physical fitness. Right now, the company is working with businesses to create space within a company for people to take time off and talk to a Sanctus coach. In 2018, the company aims to work with 50 business partners and continue to spread awareness of mental health. Founder   James Routledge   writes an excellent weekly newsletter on mental health and growing the startup, which is honestly written and is well worth a read .
 
Neom Organics:  Hot off the heels of significant new investment, this Harrogate-based beauty and wellbeing brand is set to launch a new range of products in 2018, as well as new retail stores both in the UK and abroad. Neom was found by two friends, one of which was an ex Glamour magazine editor who realised her own wellbeing, and that of her close friends, was affected by the stress and demands of modern life. She quit journalism to train as an aromatherapist and nutritionist before founding Neom. The brand's products focus on improving people’s wellbeing through home fragrances and skincare. 
 
Adam Azor, Managing Director, Curb
 
My first pick is Pepsi. Lets be honest, Pepsi had an awful 2017 from a brand perspective, they created what they thought was going to be a work of advertising art, an ad that would change the world, but instead it turned them into a global laughing stock.
 
This is also on a backdrop of huge backlash and increased legislation against sugary drinks. The days when all they had to worry about was competing against Coca-Cola are probably looked on with nostalgia by the marketing team. However Pepsi are a brand with true marketing pedigree, iconic campaigns, partnerships and experiences.
 
 
I’m really interested to see how they come back. The test of a great brand is how they react when they are at their lowest. I will be watching Pepsi closely in 2018 to see what they have planned.

My second one to watch for 2018, is the darling of the Aim, BooHoo. The online based fashion retailer has gone through exceptional growth over the last few years, along with some very smart acquisitions.

However they are now at the point where brand building is becoming as important as performance marketing. I expect an innovative business such as BooHoo to evolve its marketing activity to ensure it not only continues its business growth but becomes a brand leader in its own right.

This will be a year to watch brands take the design aspect of their branding in new and exciting directions.

Posted by Mark Walker on January 16, 2018