The Cross Generational Connection

The Cross Generational Connection

The Cross Generational Connection 1440 428 Dylan Rea

Restaurant and retail design has shifted in recent years to keep up with an evolving consumer base. This group of individuals driving change is comprised of tech-driven, forward thinking, social-sharing consumers; the type of consumer who comes into every space with the optimism and attention span that can influence how others see and react to the brand.

It is essential that each category speaks to their consumer base; matching campaigns, products and services to a relevant audience. This isn’t so new. What is new is a look at how three generations of consumers, and their preferences for shopping and interacting brands, differ and in some ways are the same.

How can companies utilize this info and pair the in-store experience to relevant campaigns for their audience? As a team dedicated to staying on the cutting-edge of the industry, Chute Gerdeman set out to discover how to best communicate with generations that need to be swiped right, matched with, and marketed to.

As a born entrepreneur, Gabby is actively connected and inspired by the digital realm. She works to promote a personal brand across multiple social media networks; her willingness to volunteer thrives from a constant influence from her peers. She loves brands with purposeā€“her loyalty increases the will to purchase through online and app-based shopping, posting about her experience afterwards.
Embarking on life's new chapter, Mya finished school, is financially independent, and works somewhere with superb values. She no longer invests in grand experiences; student, home, and car loans are what's important. Mya's desire to live smaller, eat better, and exercise smarter is driven by tech. Her social presence showcases personal brand with new home, product, and family influences.
Growing up in the 60's, Bob has a unique perspective on equal rights and the power of change. His competitive nature keeps him striving to make more and propel his career forward. As the first gen to advance education, Bob attributes his strong work ethic to his parents. He acquired his tech skills from a need within his industry; digital integration is moderate and increasing because of news and shopping apps.
0

of Gen Z is still driven by in-store experiences

0

of Millennials are still driven by in-store experiences

0

of Boomers are still driven by in-store experiences

  • In Store
  • Online

Gen Z
Shopping Habits

  • In Store
  • Online
  • Other

Millennial
Shopping Habits

  • In Store
  • Online

Boomer
Shopping Habits

-NRF, BusinessWire, AdWeek, Store Brands, & Sales Floor

Gen-Z in particular is now the single largest audience segment

26%

Gen Z

22%

Millennials

20%

Boomers

-of the U.S. population

-Marketing Land

96% of Gen Z owns a cell phone, attaining their own at age 13

94% of Millennials utilize their phones to shop, review, and post

65% of Boomers choose to use their desktop

Facebook
Instagram
Youtube
Snapchat

Gen Z
Social Media Consumption

Facebook
Instagram
Youtube
Snapchat

Millennial
Social Media Consumption

Facebook
Instagram
Youtube
Snapchat

Boomer
Social Media Consumption

-MediaKix & PEWResearch

Key Takeaways

When it comes to having a post-worthy and shareable moment, brands are discovering that brick-and-mortar stores and restaurants provide the perfect setting. This selfie-nation is driven by experiences their friends, family, and followers haven’t seen before. Creating a space that has the ability to encourage discovery and interest is the ultimate escape for any age group.

Gen Z and Millennials have much in common when it comes to consumption and incentives, but creating content that can uniquely speak to each group while still seeming relevant and trustworthy is key. The differences between Boomers and their younger cohorts could be described as disparate, but the variety of outlets in which they consume information and media is an opportunity to remind them that the in-store experience is the best place for education and entertainment.

HOW WE THINK SETS US APART

A collection of insights research and observations across retail, restaurant, c-store and grocery. Helping brands provide a better experience for their customers. Enjoy.

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CHUTE GERDEMAN
455 South Ludlow Street
Columbus, OH 43215 USA
+1 614 469 1001
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