Nothing more “old-fashioned” than talking about Generation Z (By Jaime Martín – Granada – Spain)
Posted: Sat Dec 28, 2024 3:48 am
I remember that in my first days at university – back in the distant, happy years of 2000 – we used to do a lot of practical exercises. We had only had a few theoretical classes on journalism, marketing and communication, but we were already encouraged to come up with ideas. So when we received a new brief asking us to propose an advertising campaign for a bank, everyone was encouraged to frantically launch concepts, claims and actions; you know, those beautiful, crazy ideas that are as imaginative as they are unrealizable.
So, immersed in that hubbub of ingenuity and creativity, it occurred to me to stop and ask: “But wait, who exactly are we targeting?” It turns out that we had all been proposing ideas for young people, 'our style', when in reality the bank was looking for a much more mature audience. We had instinctively been carried away by the appeal of targeting the new generations, ignoring everything else.
Since then, one of my main concerns, as a journalist and as a digital marketing professional, has been to understand very well who I am addressing and why. And I can't help but think india telegram data that currently, in the digital marketing sector, we are making the same mistake as that handful of young students: we are obsessed with that new generation, the Z, that makes so much noise, and we have overlooked a huge population sector that is becoming more interesting every day in terms of brand and consumption: Generation X.
A forgotten niche that stars in the population pyramid
More than a feeling, it is a reality: we are forgetting those who today form the bulk of the population pyramid in developed countries. Generation X, born between 1965 and 1981, today has around 12 million people in Spain . People who assure us that brands do not think about them. This is shown by various reports and studies, such as the one published by Wavemaker , which tells us that only 13% of the population belonging to Generation X feels recognized by the advertising and communication that brands carry out on social networks.
This is something to think about, especially considering that the main indicators show that this age group, people between 44 and 59 years old today, has the highest purchasing power in history. In addition, they are perfectly digitalized, breaking the myth of 'digital natives' and their greater digital presence and online consumption capacity.
So, immersed in that hubbub of ingenuity and creativity, it occurred to me to stop and ask: “But wait, who exactly are we targeting?” It turns out that we had all been proposing ideas for young people, 'our style', when in reality the bank was looking for a much more mature audience. We had instinctively been carried away by the appeal of targeting the new generations, ignoring everything else.
Since then, one of my main concerns, as a journalist and as a digital marketing professional, has been to understand very well who I am addressing and why. And I can't help but think india telegram data that currently, in the digital marketing sector, we are making the same mistake as that handful of young students: we are obsessed with that new generation, the Z, that makes so much noise, and we have overlooked a huge population sector that is becoming more interesting every day in terms of brand and consumption: Generation X.
A forgotten niche that stars in the population pyramid
More than a feeling, it is a reality: we are forgetting those who today form the bulk of the population pyramid in developed countries. Generation X, born between 1965 and 1981, today has around 12 million people in Spain . People who assure us that brands do not think about them. This is shown by various reports and studies, such as the one published by Wavemaker , which tells us that only 13% of the population belonging to Generation X feels recognized by the advertising and communication that brands carry out on social networks.
This is something to think about, especially considering that the main indicators show that this age group, people between 44 and 59 years old today, has the highest purchasing power in history. In addition, they are perfectly digitalized, breaking the myth of 'digital natives' and their greater digital presence and online consumption capacity.