Branding Across Generations

With boomerang kids becoming a phenomenon and it makes the world truly multigenerational, Branding a neo world that spans across multiple generations is the hurdle of a branding strategist.

25% of global spending power is concentrated on those aged above 60 but only 4% of them are featured in ads. A parallel study found that 88% of those aged 55 and older across UK are unhappy about how they’re portrayed in ads. 13% of Gen X feel represented in Social Media ads despite 92% of them being active in social platforms. By 2035 Chinese Gen Z are projected to have a spending power of $2.4 tn, making them most dynamic generational cohort ever. Gen X and Boomers account for 15-30% of nation’s spending respectively in India and China.

So the multigenerational marketing threading from the Gen Beta to Boomers is essential for brands to uphold their story. In this context, the Boomerang kids plays an important role in making brand strategies that represents multiple generations. Adopt an inclusive approach by ensuring all generations are represented in your campaigns. Debunking the ageist myths and stereotype about different generations makes the content dull and cliche at the same time giving no space for creative thinking. Developing intergenerational partnerships and invest in such ventures makes multigenerational marketing a different perspective. Kidult consumers who loves to tap into the age old nostalgia may provide an opportunity for those who want a childlike wonder experience.

Creating marketing strategies with Kidults in mind paves a bridge between inter generations. Winning stories include Mc Donald’s introducing a adult Happy Meals inspired by Childhood experiences and reintroduced a special McNugget Buddy collectible for the first time in more than 25 years. This became a sensation and fans favoring the design aesthetic of the toy with much of enthusiasm told us that multigenerational marketing can be an effective strategy for rebranding.

Rebranding is needed because of various reasons expanding from Changing Market Dynamics that reflects new trends in the market and projecting the 10 year old outdated trends, Negative perception that arised out of scandal or poor performance that could potentially downgrade the brand value, Reasons behind the Global expansion or Localization, Mergers, Acquisitions or Strategic Shifts, Need of a fresh Appeal to New generations. In much of above scenario, multigenerational marketing plays an important role in rebranding strategies and can be effective way to narrate your brand story through generations.