Generational labels sort us from Baby Boomers to Gen Z, but why? This article breaks down how generational labels influence how companies strategize, how people consume, and how cultures evolve. You’ll gain insight into why these labels matter in a world that transcends mere age categories.

Key Takeaways

  • Generational labels like Baby Boomers, Gen X, Millennials, and Gen Z are commonly used to shape corporate strategies, despite criticism from the academic community that labels promote stereotypes and generational finger-pointing.
  • Understanding generational dynamics, including trends in digital use and consumer preferences, and aligning brand messages with generational values, is crucial for effective market segmentation and crafting personalized marketing campaigns.
  • Leveraging a mix of quantitative and qualitative research methods, such as surveys and in-depth interviews, helps businesses understand generational differences and preferences. Generational titles help companies to segment the market and effectively tailor their strategies to different age groups.

The Significance of Generational Labels in Market Research

Illustration of different generations standing together

Market research often utilizes generational classifications such as Baby Boomers, Gen X, Millennials, and Gen Z. Generational groupings are generalizations based on the year a person reaches adulthood (18 – 21). These categorizations have become essential to business strategies as they help organizations tailor their approach to various age-related market segments. Despite the success of this practice, some in the social sciences oppose these labels, suggesting that generational distinctions should be phased out due to their reliance on baseless presumptions that perpetuate broad stereotypes.

Understanding the Generations

Every generation, from Baby Boomers to Generation Z, possesses distinct traits and behaviors shaped by factors such as stability, conventional norms, or a desire for genuineness. While the media uses generational terms all the time, the definitions are not official. Generational terms vary because they evolved based on widespread consensus relative to when members of that generation became adults (18-21).

Beresford Research excels at deciphering the complexities of generational transitions. When comparing attributes among decision-makers, the custom research firm utilizes age demographics in B2B research and generational titles with consumers in B2C research. This proficiency aids businesses across industry sectors, including those within the small business, precisely navigate the dynamic and diverse market landscape.

Beresford Research occasionally uses generational variables in its B2B executive research, identifying significant differences between Boomers and Millennials. Our B2C studies, however, tend to use generational labels since consumers are more likely to exhibit substantial generational differences. Executives tend to differ more by title and responsibility than chronological age.

The Impact on Consumer Preferences

Labels assigned to different generations provide insight and understanding into consumer patterns. For example, individuals from Generation Z lean towards patronizing brands that align with their moral beliefs, especially concerning social justice, equality, and the environment. They frequently choose products that resonate with their principles and sense of self-identity and prefer businesses that demonstrate awareness of societal and ecological responsibilities.

Generational labels like Boomers, Millennials and Gen Z provide shorthand demographic information that often supports the development of buyer personas. Rather than selling to its whole market, companies focus marketing plans on a set of idealized characters that frequently embrace different generational groups. Buyer personas help companies know precisely who their prospective customers are, and market research enables them to discover how to meet the challenges and goals of those different customer segments.

Generational Trends in Digital Usage

We use generational labels because they reflect distinct patterns and trends commonly recognized. Digital consumption is a great example. For instance, Millennials and Generation Zers tend to prefer interactive and visually stimulating content, such as quizzes, videos, and infographics. Generation Z is particularly savvy digitally, having been born into a technology-filled time. While Boomers may embrace digital, they are much more likely to subscribe to printed publications and use a landline, the mediums common when they came of age.

Generational labels efficiently reflect how different generations connect to the world around them. Generational research is best tailored to what those generations prefer. Online surveys may be great for general population research, but Gen Z and Gen Y are best surveyed through social media, where they are more likely to answer questions on Instagram than open an email.

Crafting Surveys to Capture Generational Insights

Market research relies heavily on surveys. In particular, online surveys are a cost-effective way to gauge consumer attitudes concerning products, brands, and pricing structures. This is particularly true when examining the contrasting views among different generations of consumers. While surveys are traditionally considered quantitative research, dynamic new AI tools now allow us to provide qualitative findings from unstructured text responses. AI coding of open ends rapidly changed research best practices. We now recommend quantifying how and why the generational cohorts think as they interact with and interpret market messages.

Capturing generational insights through open-ended answers is much easier and more powerful than ever. Questions in surveys, focus groups and interviews with unstructured responses uncover richer insights from participants and are crucial to increasing data quality, minimizing bias, and improving user experience. Combining AI analysis of the qualitative with quantitative data provides measurable segmented information relative to generational trends not available with any other approach.

Leveraging Generational Labels for Brand Strategy

B2C (businesses selling to consumers) are more engaged with generational differences than B2B companies. Understanding consumer generational preferences allows companies to tailor their brand strategies, enabling them to engage distinct age demographics with customized messaging and imagery. Personalization fosters better communication, enhancing customer engagement and loyalty to companies. Tailoring marketing components specifically to various generations or buyer personas can significantly amplify the impact and effectiveness of companies’ advertising initiatives.

Aligning Products with Generational Values

Ensuring that products resonate with the values of different generations solidifies engagement with the target market. Marketing teams strive to tailor brand messaging to align with each generation’s unique values and concerns at various life stages.

For example, to captivate Gen Z, brands must adopt a strategy emphasizing transparency on social media platforms and offering glimpses into the brand’s fundamental principles and identity.

Thought Leadership and Content Creation

Generational tastes influence the desire for authenticity and inclusivity in content creation and thought leadership. Companies can project an image of an approachable and credible leader using personalized and authentic marketing and messaging tailored to resonate with targeted generations.

Integrating diverse perspectives from different generations into their thought leadership initiatives, companies will promote inclusivity while broadening their content’s appeal across demographic divides.

Future Trends and Predictions

Illustration of future generational trends

As we gaze into what lies ahead, it’s evident that Generation Z’s growing impact on how brands shape their strategies comes down to two key demands: immersive digital customer experiences and a strong commitment from brands to uphold diversity and inclusivity. The triumph of platforms like TikTok underscores an emerging trend where market success hinges on aligning with users’ fundamental beliefs and mindsets instead of adhering strictly to conventional generational categorizations. Stepping away from generational groupings implies an upcoming transition towards market segmentation based on mindset or age rather than generational labels.

Qualitative Research with a Generational Lens

Exploratory research is vital. Qualitative research methods, including open-ended survey responses and in-depth interviews, reveal the intricacies of human behavior and are instrumental in discovering the nuanced differences between different generational groups. Primary research techniques yield crucial perspectives into the distinct experiences characterizing each group.

One 2023 scholarly study, Perceptions of the importance of philanthropy according to

the classification of generations based on Beresford Research [ages], describes the perception of the importance of philanthropy according to the classification of generations. Interestingly, the study found no statistically significant difference among the generations regarding their philanthropy.

Interviews for In-Depth Understanding

In-depth interviews, or IDIs, provide qualitative research that facilitates a thorough exploration of the motivations, perceptions, attitudes, and preferences of customers from various generations. IDIs are exceptionally informative for delving into novel concepts or exploring nuances discovered in quantitative research data. IDIs provide additional insight, color, and context through verbatims and personal stories, bringing real depth and nuance to survey data and content development.

Analysis of Generational Data

Utilizing statistically significant data in market research provides a robust understanding of generational behaviors and preferences. Findings from generational metrics about preferences for now and in the future can provide marketing teams with clear guidance on how to meet the evolving needs of their target markets. Survey questions that are specific, measurable, and tightly focused on objectives will yield enlightening analysis that tells a nuanced story reflective of generational distinctions. The result will be timely, future-focused data that resonates with executive decision-makers and the audiences they seek.

Interpreting Statistical Evidence

Large and small enterprises unlock critical generational insights of prospective and current customers with survey research. The key to interpreting and generating statistical evidence is to engage a sample size with an appropriate confidence interval or Margin of Error, MoE. The most engaging findings result from larger sample sizes with lower MoEs for each generational cohort. See Beresford Research’s Survey Calculators to explore “what-if scenarios” based on the number of people surveyed.

When determining the ideal sample size, consider the generations you’ll need to analyze (Gen Z, Millennials, Gen X, and Boomers) and the MoE associated with each group to ensure you don’t end up with sampling error.

Techniques like cross-tabulation and human-assisted AI coding of open-ends help illuminate connections among the different generations. Analysis should highlight key findings and lay out all results while paying attention to the overarching themes and nuances in the data.

Consumer Attitudes and Economic Indicators

Segmenting the market by age and behavior

Examining consumer attitudes and economic indicators can reveal relationships with generational categories. Shaped by their experiences, consumers’ attitudes often impact their purchasing patterns and broader economic choices.

Segmenting the Market by Age and Behavior

Segmenting the market by age and consumer behavior involves dividing customers into categories based on their demographic profiles and buying patterns, enabling more precise marketing efforts. Utilizing analytics and segmentation strategies to identify various generational challenges and preferences in content engagement, thought leaders and marketers can create material that better appeals to each market segment.

Competitive Analysis Across Generations

Understanding the differences between generations is crucial for businesses that serve a wide-ranging clientele effectively. By customizing competitive strategies to meet the specific needs of different age demographics, businesses can better understand customers’ and potential customers’ perspectives and why they buy. Each generation has beliefs, preferences, and experiences that shape their purchasing behaviors.

Identifying Key Characteristics of Competitors

Data on competitors’ products, sales figures, and marketing tactics is essential for competitive analysis as it allows businesses to recognize where their rivals excel or lag. By conducting periodic competitive analyses, companies can:

  • Gain insights into market dynamics
  • Measure how they stack up against the competition
  • Identify areas requiring strategic improvement
  • Craft distinctive value propositions.

Assessing Market Saturation and Opportunities

Understanding the unique preferences of various age groups is essential for identifying underserved niches in the market, as these preferences significantly influence consumer behavior. Insight into generational tendencies can unearth potential ideas for new ventures, even within markets that appear fully developed.

Benchmarking Against Industry Leaders

A company can deeply comprehend market leaders’ tactics, products, and generational allure by employing competitive analysis for benchmarking purposes. Benchmarking the competition assists the company in refining its unique strategy to engage with diverse age groups. Ensuring customer satisfaction involves recognizing preferences across generations—for instance, the general desire for sincere and personalized communication—activates a more compelling appeal to a broad market audience.

For additional information on related topics, you might find our articles on 250+ Country Names in Local Languages, writing ordinal numbers from around the world, and Covid-19 state by state.


In conclusion, though controversial, generational labels provide a valuable framework for understanding consumer behavior, informing business strategies, and driving brand loyalty. From crafting effective surveys to aligning products with generational values, the insights derived from quantitative and qualitative research guide businesses in creating personalized and effective strategies.

Thanks to Pew Research Center and U.S. Census Bureau (Baby Boomers) analysis, knowing the age ranges of generations and seeking their preferences can help better align business strategy and outrank the competition. In 2024, the age range by generation is:

12 – 27-year-olds are Gen Z

28 – 43-year-olds are Millennials

44 – 59-year-olds are Gen X

60 – 78-year-olds are Boomers (Boomers are sometimes broken up into two groups because the age range is expansive, and sensibilities are often different. 60 – 69-year-olds are also known as Generation Jones.)

If you want to learn more about Beresford Research, our brand research, thought leadership, or tapping the wisdom of C-level executives, please contact us today!

Frequently Asked Questions

What birth years are the generation labels?

Generational classifications are designated based on when members of that generation became adults (18-21).

  • Gen Z, also known as iGen or Centennials: Born between 1996 and 2015
  • Millennials, alternatively referred to as Gen Y: Have birth years ranging from 1977 to 1995
  • Generation X: Born from 1965 through 1976
  • Baby Boomers: Those whose birth years fall between 1946 and 1964
  • Traditionalists, or the Silent Generation, include those born in 1945 or earlier.

What do generational labels mean?

Generational tags corresponding to birth years identify different age cohorts; examples include Baby Boomers, Generation X, Millennials, and Generation Z. Generational labels are shorthand ways of identifying preferences and differences between generations.

Why are generational labels significant in market research?

In market research, generational labels enable businesses to identify consumer behavior and taste variances among different age cohorts. This intelligence informs business tactics and fosters brand loyalty.

How can businesses leverage generational labels for brand strategy?

Businesses can harness the power of generational labels for brand strategy by tailoring their communication approaches to cater to various age demographics, fostering increased engagement and cultivating consumer loyalty.

What role do surveys play in capturing generational insights?

Surveys play an essential role in gathering data on generationally differing perceptions and preferences.

What is the controversy around generational labels?

Social scientists propose that research should track societal values rather than relying on generational identifiers like birth years. This approach avoids simplistic groupings and mitigates intergenerational conflicts or prejudice rooted in age-based discrimination.