Generational Marketing

The way that a product or service is promoted relies on many characteristics that are present within different generations. As a result of varying belief systems and values within the different variations, it is imperative that marketers thoroughly research the targeted generation in order to convey the proposed messages accurately and effectively. This effect may be acheived by focussing on lifestyle characteristics, buying behaviours, and demographic factors including income, education and gender. As well as these characteristics, experiences shared by the members of each generation including: cultural, global, economic, political and technological influences may also have a huge influence (Brandeo).

There are four main generational categories that marketers tend to focus on. They include:

• Millenials or Generation 2001ers, born after 1980;
• Baby Busters or Generation Xers born between 1965 and 1980;
• Baby Boomers born between 1946 and 1964;
• Mature Citizens born between 1909 and 1945.

Tweens are a youthful generation that can be categorised in the Millenials or Generation2001ers and fit into the 8-14 age bracket. It has been identified by marketers and advertisers that this segment is a popular and successful target audience as they tend to follow any fashion trend set for them, they no longer see themselves as children and are believed to be growing up too fast, although marketers use this sense of 'maturity' and 'sophistication' in order to place products in the eyes of the tween consumer to convince them that they need the product in order to appear 'older' and cultivate a sophisticated self-image.

The tween market has huge spending power and are specifically targeted by marketers for their money. The values and attitudes of this segment are constantly changing so any brand positioning for this generation must be carefully placed to keep up with the changing landscape. Tweens now tend to follow fashions and current music trends, for example, in order to define their individuality, rather than simply playing with toys. Popular television/film figures that tweens appear to follow include Hannah Montana and Harry Potter. They may aspire to be like the character in the programme, desiring to experience their fame, independance and individual styles and trends. Tweens are viewed by marketers as "consumers in training" because brand loyalty of many products is developed at this age i.e. someone who purchases a certain brand at this young age is more likely to continue purchasing it throughout life, especially if it is one regularly used by their parents too.

At this stage in their life, a tween will face many tough and life-changing obstacles such as the transition from primary school to secondary school which to many, if not all, may find highly daunting and unappealing, moving away from the safety and familiarity they have known, to leaving friends behind, having to get to know new people and make new friendship groups. They are also at the age where they will be approaching puberty, may be given more responsibilites such as getting themselves to and from school on their own and becoming latch-key kids. They may also be exposed to dangerous behaviours such as drugs, sex and more, participated in by their peers and even forced to experience this themselves as a result of peer-pressure and wanting to 'fit in'.

There are many issues asociated with marketing and advertising to Tweens by convincing them that they are mature, independant consumers and therefore removing parents from the picture. This is a dangerous aspect, especially in today's society with the impact of youth culture and intimidating behaviour posed by youngsters to members of all communities by making them "vulnerable to potential unhealthy messages about body image, sexuality, relationships and violence" (Media Awareness Network).

An article found in Personnel Today written by Dr Wolfgang Seidl, Executive Director of The Validium Group Ltd, clearly defines Generation Y and the specific charateristics that the members of this generation posses in relation to careers and opportunities in order to "develop or prove themselves." This is in particular comparison to their parents, Generation X or baby boomers, who tend to fit their lifestyle around a career rather than fitting work around their lives. The findings in this article may suggest a direct link to marketing and advertising in the way that members of Generation Y may have less responsibilities in a way that gives them a higher personal disposable income, they may still live at home so will spend more money on products specifically aimed at them through advertising in order to define themselves as an individual or fit in with a certain group. In comparison, members of Generation X will be focussing on saving money and only making purchases that are absolutely necessary such as grocery shopping or replacing durable household products such as furniture and electrical goods. This Generation may be influenced by such marketing communications that deliver an image of good value by certain money deals or ones that will guarantee that the product has a long life. Consumers of this generation are more likely to be brand loyal, sticking with a specific brand that they are familiar with and trust.

Groups

A group consists of two or more individuals who share a set of norms, have role relationships and experience interdependent behaviours. Consumers are often influenced in their purchase decisions depending on the group in which they belong or admire to be a part of by a desire to be accepted by others. Members of a group are often likely to participate in activities they would not normally do as an individual as a result of their identities becoming merged. The term 'reference group' can used to define any external influence that provides social cues on an individual. Reference groups are 'an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behaviour' (Solomon). Well known groups such as the Royal Family, successful football teams, popular music bands, influencing individuals such as Princess Diana, Mother Teresa, or even groups close to home including class mates, social groups, sports teams etc can all be classed as a reference group due to the immediate influence placed upon an individual to fit into that each particular group or group in which they aspire to belong. A consumer's behaviour can be heavily influenced by the social factors that they come into contact with.

Groups can be categorised into 8 different sections:


Reference groups - groups that have a direct or indirect influence on the person's attitudes or behaviour.
Acquired groups - groups that you choose to go into (educational/work).
Aspirational groups - groups that you wish to belong to or wish to be associated with (celebrities/sports personalities).
Disassociation groups - groups that you do not wish to be a part of (chav's).

Contrived groups - groups that are formed for a specific purpose (committes/unions).
Associative groups - groups that you realistically belong to, people that you can associate with (friends/family).
Peer groups - groups with people of equal standing, people you see everyday (university/work).
Ascribed groups - groups that you are born into (ethnicity/social class/family/gender).


Maslow's Hierarchy of Needs

Maslow's hierarchy of needs strives to determine the reasons behind why people are driven by particular needs at particular times. Maslow suggests that human needs are arranged in a hierarchy, from the most important to the least important. The most important needs in this scale must be satisfied first before the person 'moves' to the next level. In advertising and marketing campaigns marketers use the needs mentioned in Maslow's hierarchy in order to create a pivotal message for the consumer, encouraging them that they need the product or service to ultimately satisfy these needs. The hierarchy of needs consists of:

1. Physiological needs (hunger/thirst)
2. Safety needs (security/protection)
3. Social needs (sense of belonging/love)
4. Esteem needs (self-esteem/recognition/status)
5. Cognitive needs (comprehension/understanding)
6. Aesthetic needs (order/beauty)
7. Self-actualisation needs (self-development/realisation)