Gen X, Gen Y, and Gen Z explained


Keith Brannan, Chief Marketing Officer, Kasasa


Gen Y.2 to highlight an important distinction within the cohort. People ages 20-26 (Gen Y.1) and ages 27-36 (Gen


Y.2) are drastically different. Tus, marketing techniques and messages need to be tailored accordingly. Not only are the two groups culturally different, but


they’re in vastly different phases of their financial life. Te younger group are financial fledglings, just flexing their buying power. Te latter group has a credit history, may have their first mortgage and are raising toddlers. Te contrast in priorities and needs is vast. Marketing to them as a single cohort will not be


nearly as effective as segmenting your strategy and mes- saging.


Why are the names important at all?


In practice, each generation label serves as a short-hand to reference nearly 20 years of attitude, motivations, and historic events. Few individuals self-identify as Gen X, Millennial, or any other name. Tey’re useful terms for marketers and have a ten-


dency to trickle down into common usage. Again, it’s important to emphasize that referring to a cohort simply by the age range gets complicated quickly. 10 years from now, the priorities of Millennials will have changed — and marketing tactics must adjust in step. Whatever terminology you use, the goal is to reach


people with marketing messages that are relevant to their phase of life. In short, no matter how many letters get added to the alphabet soup, the most important thing you can do is seek to understand the soup de jour for the type of consumer you want to attract.


1 Javelin Strategy & Research, “Te Tree Costliest Myths About Gen Y,” May 2014 THE


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