by Mara Singer, {grow} Community Member
Without authenticity, you cannot connect; without connection, you have no consumer relationship.
Over the past year, my research on generational differences in perceived digital authenticity has found a few golden marketing nuggets. Grab your favorite caffeinated beverage and settle in, because I will share my findings concerning the four consumer generations, from Gen Z to Baby Boomers.
Gen Z: The Digital Natives’ Playground
Let’s kick things off with the youngest consumer crowd on the block – Gen Z. These tech-savvy youngsters were born with smartphones in their hands (okay, not literally, but you get the idea). In order to gain their digital likes, you need to be their friend, but they are the “authenticity police” and spot a fake from a digital mile away. The key is to make your message short, sweet, multi-sensory and funny.
- Connection is King: Gen Z sees influencers as their BFFs from afar. It’s like having a cool older sibling who always knows what’s up. Without that connection, there is no trust.
- Authenticity Detectors: One of the most fun pieces we gleaned from our research is that Gen Z knows they can smell a fake from a mile away and appreciate influencers who keep it real. They can’t always tell you why someone is not authentic or deceptive, but they are completely positive they can sniff out a fraud.
- Edutainment Enthusiasts: They love learning new things, but it better be fun and multi-sensory. Just listening or reading is WAY too boring for Gen Z. They want to take in all the sights and sounds at the same time, otherwise they will simply move along to the next flashy lure.
- Humor is the Secret Sauce: If you can make a Gen Z’er laugh, you’ve won half the battle. That circles back to the first point: if I laugh with you, we must be friends.
Takeaway: When targeting Gen Z, focus on creating genuine, relatable content that educates while entertaining. Collaborate with influencers who can maintain an authentic, friend-like presence. Don’t be afraid to inject some humor and personality into your brand voice!
Millennials: The Digital Adopters
Now, onto the avocado toast lovers – Millennials! These consumers remember a time before social media but have fully embraced the digital world. Interestingly, they do not want to connect as much as they want an expert to dish out edutainment. For Millennials, influencing and marketing are equivalent professions and they want, no expect, to a certain degree of professionalism or they just cannot take you seriously.
- Integrity is their Jam: They want influencers who walk the talk and stay true to their values.
- Expertise Matters: Millennials appreciate influencers who really know their stuff.
- Professionalism Expected: They see influencing as a legit profession and expect a certain level of polish.
- Authenticity Balancers: They value realness, but with a professional edge.
Takeaway: For Millennial audiences, showcase your brand’s values consistently. Partner with influencers who can demonstrate expertise and maintain professional credibility to strike a balance between being authentic and polished, yet still entertaining.
Gen X: The Balanced Act
Gen X might not get as much attention, but they’re quietly rocking the social media world. Gen Z are the bridge between Baby Boomers and the “kid consumers,” retaining the value of quality and expertise expected by Boomers but enjoying the entertainment of social media. That said, flashy and catchy don’t sell for Gen X, and, in some cases, even erode perceptions of authenticity. Gen Z are much more balanced in how they consider the authenticity of social media content, appreciating expertise above honesty and shared norms. Interestingly, they have no interest in original content when deciding if something is authentic, so forget the muti-sensory overload if you are targeting the ‘80s babies.
- Masters of Balance: Gen X considers multiple factors when judging authenticity.
- Skills Pay the Bills: They highly value influencers who demonstrate real expertise.
- Substance Over Style: They’re not easily swayed by flash and pizzazz. Quality content matters more than flashy presentations.
- Originality Appreciated: Gen X loves content that stands out without trying too hard.
Takeaway: When marketing to Gen X, focus on providing substantial, skill-based content. Avoid over-hyped messaging and instead demonstrate real value and expertise. You can be original, but don’t go overboard with unnecessary frills.
Baby Boomers: The Traditional Touch
Last but not least, we have the Baby Boomers. They might not be the first adopters, but they’ve got their own unique take on social media. Like Gen X, Boomers have no faith in sparkly, shiny marketing. Although they may appreciate original content, it does not mean anything to them in terms of authenticity. Be a humble expert if you want to gain their trust.
- Integrity is Everything: They want influencers who demonstrate strong moral principles.
- Skill and Expertise Reign Supreme: Boomers appreciate a true master of their craft.
- Humility Goes a Long Way: They’re not big fans of show-offs or over-the-top personalities.
- Personal Connection is Secondary: They don’t need to feel like besties with every influencer they follow.
Takeaway: For Boomer audiences, emphasize your brand’s integrity and expertise. Partner with influencers who demonstrate mastery in their field while maintaining a humble approach. Focus on delivering value rather than trying to be their new best friend.
The Authenticity Balancing Act
Here’s where the findings get really interesting. Across all generations, there’s this delicate dance between accuracy (being truthful and transparent) and humility. The younger crowds tend to value accuracy more, while the older generations put more weight on humility. It’s like a social media seesaw!
This insight presents a unique challenge for marketers aiming to reach cross-generational audiences. Striking the right balance between being openly authentic and maintaining a sense of humility is key to resonating with diverse age groups.
So, whether you’re trying to make Gen Z laugh, impress Millennials with your expertise, provide substantial content for Gen X, or demonstrate integrity to Baby Boomers, you’re now equipped to play the social media generation game like a pro!
Mara F. Singer is a Ph.D. Candidate in Public Communication & Technology at Colorado State University. Her research focuses on perceived authenticity, fandom, and generational differences in modern communication. Mara will continue her marketing research as she teaches business communication at the University of North Texas’s G. Brint Ryan College of Business.
Illustration courtesy Unsplash.com
