Why Marketers Need to Know the Difference [New Data]

Concerning millennials vs. Gen Z, the 2 generations have so much in widespread to the purpose many manufacturers will lump them collectively into the identical viewers, pondering they will attraction to each. 

Do not make this error. Gen Z and Millennials share some issues however are nonetheless two utterly completely different demographics. Do not consider me? Effectively, this is some knowledge from 700+ customers to show my case.

Here is every thing you want to learn about Millennials vs Gen Z, and why entrepreneurs have to know the distinction.

What’s a millennial?

A millennial is somebody born between 1981 and 1996, putting them between the ages of 28 and 43 in 2024. Millennials are additionally usually referred to as Era Y and are the primary era to develop up within the Web Age.

They’re additionally the one era to recollect a time earlier than social media.

What’s Gen Z?

Gen Z, or “zoomers,” consists of people born between 1997 and 2012, placing them between the ages of 12 and 27. Much like millennials, Gen Zers grew up within the web age.

Nevertheless, not like millennials, zoomers grew up with social media and smartphones —making them the primary absolutely digitally native era to develop up in a digital-first world.

When you consider the generational variations on the biggest potential scale, the oldest millennials are of their early 40s, is perhaps settled down, and could possibly be making bigger purchases like automobiles or properties.

The youngest members of Gen Z are 12 years previous, may love youngsters’s reveals, and will not be instantly making buying choices any time quickly.

Apart from the plain age variations above, six extra components make these two generations basically completely different.

Elements That Differentiate Millennials and Gen Z

1. They’ve completely different attitudes about expertise and cash.

Understanding the period an age group grows up in might help you establish generational commonalities like motivations, spending or saving habits, or ache factors that all of them share.

Two issues that differentiated every era’s childhood period included expertise and the financial system:

Know-how

The obvious distinction between the eras during which every era was raised is the presence of expertise. Millennials grew up utilizing DVD gamers, big private computer systems, cell telephones with tiny screens, and dial-up web.

At the moment, we thought these applied sciences had been groundbreaking. 

“I am thought of a younger millennial, virtually Gen Z,” says HubSpot Advertising and marketing Supervisor Erica Santiago, “however I nonetheless keep in mind the handfuls of VHS tapes and DVDs I had on rotation as a child. I keep in mind my first telephone being a tiny pink flip telephone with the world’s smallest display.” 

Now, most youngsters and youths inside Gen Z have entry to iPads, smartphones, limitless Wi-Fi, or streaming providers that put our prized DVD gamers to disgrace.

Many members of this era may need additionally grown up in households with early smart home technology.

Whereas millennials watched innovation start, Gen Z was immersed in it from day one.

However though Gen Z by no means needed to know a time once they did not have a cool gadget to unravel primary issues, the influence of expertise, the web, and social media has nonetheless taken a toll on the group.

Analysis reveals that Gen Z — which has been referred to as the “socially-conscious generation” — offers with way more body image, mental health, and cyberbullying points than every other age group has prior to now.

Consultants have additionally referred to as Gen Z the loneliest generation regardless of all of their digital connectivity choices.

Economic system

Millennials and Gen Z even have completely different attitudes towards cash. Whereas they each care about their funds and put money into issues that may enhance their careers — like increased training.

And, as of 2024, our survey reveals each generations are fascinated with higher offers and cheaper alternate options to their typical purchases.

Nevertheless, millennials put their cash into shopping for extra services or products that may give them a constructive expertise, whereas Gen Z is extra centered on financial savings and sensible merchandise.

Millennials within the U.S. constructed up their very own funds shortly after the Recession, which led to 2009.

For a few years up till 2019, regardless of monetary woes attributable to the poor financial system, rising residence prices, and excessive unemployment ranges, millennials remained optimistic about their future and finances.

Nevertheless, some research state that millennials’ financial optimism is dwindling due to post-pandemic inflation, recession, and market slump prevalent in 2023.

This modification is mirrored in our survey, which discovered that 47% of millennials are spending much less cash on non-essential objects — greater than Gen Z (34%).

“These days, I have been doing my greatest to keep away from spending on issues I do not want,” Santiago says. “Much less ordering off of DoorDash, and extra cooking at residence. I’ve began altering previous garments and repurposing them, so I haven’t got to purchase extra.”

Gen Z was born at the beginning of the economic downturn. Because the oldest members of Gen Z have entered maturity, analysis reveals that their previous expertise of dwelling within the Recession are main them to make extra practical spending decisions.

Our survey reveals 41% of Gen Zers are being extra cautious about how they spend their cash, greater than millennials (37%).

Should you’re advertising to those generations, you will need to keep in mind these attitudes about cash.

For instance, in order for you millennials to purchase your product, you will need to concentrate on constructing a model that gives a pleasant or entertaining customer experience, in addition to advertising services or products that give prompt gratification.

Should you’re advertising to Gen Z, you will need your campaigns to obviously exhibit how or why your product will probably be worthwhile or sensible to them of their each day lives.

2. Gen Z is extra more likely to make cell purchases.

By now, you may know that each of those generations are closely linked to the web and social media, Whereas millennials watched the web develop, Gen Z has used it since a really younger age.

Every day, millennials spend round 6 hours and 48 minutes on-line whereas Gen Z surfs for about 10.6 hours.

Each millennials and Gen Z additionally log on primarily with cell gadgets, however an enormous distinction between these generations is that Gen Z was virtually raised with smartphones.

In accordance with YPULSE, 12 is the typical age Gen-Z acquired their first smartphone, 5 years youthful (on common) than millennials.

Supply: YPULSE

Gen Z’s mobile-first mindset additionally impacts how they store. Members of the era are twice as likely to make a mobile online purchase than millennials.

Nevertheless, millennials nonetheless store so much on cell gadgets. In actual fact, our survey discovered that 22% of the millennials questioned favor to order issues by way of cell, barely lower than the 28% of Gen Z respondents. 

Concerning on-line content material consumption, millennials and Gen Z spend most of their time watching movies and visiting social media websites.

In accordance with a current examine, millennials watch on-line movies for 1.5 hours per day, whereas Gen Z averages over three hours. In the meantime, each generations are thought to spend hours each day on social media.

When you may need already recognized that cell optimization and video advertising are a key digital methods, these stats show that it might probably enable you to zone in on younger grownup generations.

Should you actually need to entice consideration from each Gen Z or millennials, you will need to create cell movies, cell e-commerce websites, or different phone-based experiences that cater to them.

You must also be sure you market your self on platforms which can be already cell, corresponding to main social media apps.

3. Each spend a whole lot of time on social media, however the platforms they use are fairly completely different.

The World Financial Discussion board experiences that millennials are logged on to social media for a median of two hours and 38 minutes each day, whereas Gen Z logs on for more than four hours each day.

Apart from the time spent on social media per day, the platforms every era makes use of are additionally barely completely different.

Whereas my era thrived on MySpace and Tumblr and now enjoys platforms like Fb, Instagram, LinkedIn, and X, Gen Z has zoned in on video-based platforms like Instagram, YouTube, Snapchat, and — extra just lately — TikTok.

In accordance with our survey, 72% of Gen Z members have used TikTok within the final three months to make a purchase order, whereas solely 51% of millennials have carried out the identical.

The platform is likely one of the fastest-growing social media apps because of booming global Gen Z users.

Gen Z and millennials do have a couple of social platform preferences in widespread. One, for instance, is Instagram.

Our survey reveals that 54% of Gen Zers have used Instagram to make a purchase order within the final three months, solely barely increased than the 53% of millennials who did the identical. 

Whereas Instagram is older and extra established than apps like TikTok or Snapchat, it is also pulled in millennials and video-loving Gen Z members. 

YouTube can be a social community that each generations are prominently utilizing. Whereas YouTube was launched when most millennials had been youngsters, 96% of Gen Z users have accounts on the video-sharing platform.

In accordance with our survey, Gen Z and millennials frequent YouTube at an analogous fee. 69% of Gen Z respondents stated they’ve used the platform within the final three months, whereas 68% of millennials reported the identical. 

The video platform can be the second-most used search engine and a platform the place many in Gen Z and millennial generations go for product research, as 57% of YouTube’s viewers consists solely of the 2 generations.

Professional-Tip: To craft content material that may discover your viewers on varied social media platforms, think about using instruments like HubSpot’s Social Media Management Software.

Our software program consists of time-saving instruments that will help you prioritize your social interactions — so you may join with the individuals who matter most.

4. Millennials take note of advertisements for an extended period of time.

Every era’s habits align effectively with its common consideration span in relation to content material consumption.

Whereas millennials will take note of content material for 12 seconds, Gen Z will only focus on it for eight seconds.

Moreover, Gen Z enjoys fast or short-form video content material, like that of Snapchat or Instagram Tales, whereas millennials worth long-form content material, corresponding to detailed movies or podcasts.

Which means these promoting or advertising to millennials can get away with barely longer or extra in-depth content material, whereas these advertising to Gen Z will need to get their worth proposition out as shortly and seamlessly as potential of their campaigns.

As I’ve talked about above, most of at present’s social and on-line platforms have gotten extra video-driven. This mirrors the truth that video utilization is rising shortly amongst both generations.

The presence of short-form movies can be repeatedly rising, which can be why our survey suggests millennials are beginning to hop on the short-from video content material prepare, as effectively. 

Nearly all of millennials in our survey (47%) say they like to find new merchandise by way of short-form movies like Instagram Reels or YouTube Shorts. That is virtually on par with the 48% of Gen Zers who share the sentiment.

Both approach, should you’re creating long-form content material for millennials or short-form clips for Gen Z, you will need to embrace mobile-optimized video when selling your model to both viewers.

As a marketer, you could want completely different instruments that will help you craft the proper short- or long-form content material for both era. Fortuitously, HubSpot’s Content material Hub is obtainable.

Content material Hub has varied instruments for ideating, creating, and posting participating content material for varied platforms. 

To be taught extra about Content material Hub, click here.

Branded Content material

Relating to studying about manufacturers or merchandise on social media, every era additionally has its personal distinctive preferences.

For instance, Gen Z prefers to study merchandise by means of social media-based movies and influencer marketing, whereas millennials will reply to a wide range of promotional methods, together with extra conventional on-line advertisements, social media advertising, and branded podcasts.

Apart from embracing video and cell optimization, should you’re advertising to Gen Z, you will additionally need to concentrate on content material that feels extra informative and fewer like an advert. This era has actively rejected conventional promoting techniques.

For instance, in response to Adweek, 99% of Gen Z skip ads, and 63% use ad blockers to keep away from promoting. 

5. Each generations buy lower than previous generations.

A standard fable about millennials and Gen Z is that each generations are financially illiterate.

As a result of this appears to be a sizzling subject on-line and all through popular culture, I performed a Cint ballot (previously Lucid), asking the identical group famous above to decide on which era they thought spent more cash on merchandise.

The Cint ballot under demonstrates this fable and notion as many members stated that they believed each era spend some huge cash:

Information Supply: Cint Software

Moreover, 36% of survey respondents stated millennials spent essentially the most on merchandise, whereas the identical share stated each generations spend some huge cash. Nevertheless, lower than 20% pointed to Gen Z.

In accordance with varied research, each generations spend lower than previous generations, whereas the oldest Gen Z members focus on responsible spending.

Relating to Gen Z members who’re sufficiently old to make purchases, analysis reveals that they do less online shopping than millennials. 

Whereas millennials are barely much less frugal than Gen Z, the concept the older era is extra frivolous can be an enormous false impression.

Whereas many millennials purchase their fair proportion of merchandise, in addition they earn more annually than most older generations, are the most educated age group, and are notably optimistic about their futures.

6. They’ve completely different profession motivations.

Each generations have in widespread that they’ve positioned significance on investing at school or expertise coaching.

Whereas older generations might afford each properties and training, millennials discover housing out of monetary attain and have primarily centered on paying the excessive prices of tuition.

Regardless of rising academic prices, the development of investing in training is not anticipated to vary for both era.

every era’s work habits and early jobs can provide you a sneak peek into what their funds and each day motivations is perhaps sooner or later.

Whereas each millennials and Gen Z are pushed by increased training and profession development, they nonetheless have a couple of slight variations that you simply may need to learn about, particularly should you’re a marketer in educational or B2B fields.

As we speak, many millennials are working or are enrolled in increased training. For your complete decade between 2020 and 2030, millennials will comprise the biggest share of the workforce, representing 75% of the workforce by 2030.

However, though most of Gen Z continues to be at school, they’re additionally very career-minded.

Relating to searching for jobs, Gen Z adults are extra financially motivated than the millennial era.

In actual fact, 65% of Gen Z workers worth wage over different job perks as 74% 2023 US graduates surveyed said they prioritize stability and salary from employers, outweighing components together with a recognized employer model, a fast-growing area, or general advantages.

These within the age group additionally say they’re going to put money into ability coaching if it means they make more money.

Gen Z additionally applies for jobs extra aggressively than previous generations. Solely 10% of the generation begins their job search after school whereas most Gen Z college students start scouting out job choices between freshman and sophomore year.

So, what does this imply on your advertising technique? Each of those generations are onerous employees, extremely educated, and may earn greater than previous generations.

Nevertheless, Gen Z is extra pushed to make and lower your expenses. Which means to influence Gen Z, you may have to take further time to brainstorm campaigns that present how your product will assist them and why it’s value their cash.

Odds are, they are going to be extra persuaded by the practicality of a product than the “trendiness” of it.

The best way to Market to Every Era

Sure, each generations have a whole lot of issues in widespread.

And whereas there are alternatives to market to each generations without delay, it is perhaps extra helpful to brainstorm artistic campaigns that zone in on one era or the opposite.

That will help you develop a technique that good points consideration from the suitable viewers, listed here are a couple of takeaways associated to every era:

Advertising and marketing Marketing campaign for Millennials

By now, you is perhaps most acquainted with advertising to millennials. Fortunately, they’re additionally an ideal era to market to.

They’re on essentially the most distinguished social media networks at present and like to eat a number of completely different types of multimedia content material, from movies to podcasts.

They’re additionally sufficiently old to make buying choices, are extra educated than earlier generations, and spend appreciable time within the analysis stage earlier than shopping for a product.

Primarily, many alternative codecs of promoting content material will have interaction millennials as a result of they’re commonly seeking to be enticed by a brand new product that may assist them of their each day lives.

As a result of millennials have a barely longer consideration span than Gen Z, you may as well get a bit extra artistic by testing out longer-form content material like longer advertising movies or branded podcasts.

The perfect forms of advertising campaigns will inform millennials about how your product could make their lives simpler or the way it can remedy their day-to-day issues.

Focusing your technique on social media or on-line platforms like Facebook, YouTube or Instagram, the place many adults go to analysis merchandise, may also be helpful to your technique,

Advertising and marketing Marketing campaign for Gen Z

To efficiently persuade Gen Z to purchase your product, you will need to make content material that shortly cuts to the chase and explains why your product will present worth to them.

As talked about above, Gen Z loves to make use of video to study merchandise and spends most of their on-line time on cellphones. So be sure you leverage short-form video formatting and mobile-optimized content material in your campaigns.

You will additionally need to zone in on the area of interest social media platforms that they generally use, corresponding to Instagram, YouTube, TikTok, or Snapchat.

Should you’re not on considered one of these platforms however nonetheless need to acquire model consciousness there, take into account sponsoring an influencerluencer who is aware of the viewers and create content material that discusses your product.

Advertising and marketing Marketing campaign for Gen Z and Millennials

Should you completely cannot funds pinpointed campaigns for millennials and Gen Z, however know you need to market to younger adults, concentrate on the cusp of each generations by making a marketing campaign for 18 to 34-year-olds.

This can can help you zone in on younger and barely older adults who can truly make buying choices.

Whereas a marketing campaign with this age goal is perhaps barely extra favorable to millennials between 27 and 42, there’s nonetheless an opportunity you would seize consideration from older youngsters who will quickly be capable to make extra purchases if they can not already.

Regardless of the variations between these two generations, there are additionally two huge similarities: each love social media and prompt gratification.

Make sure that your marketing campaign clearly explains why your product will probably be worthwhile to the age group you are pitching it to, and leverage the social media networks that the age group you are focusing on has in widespread.

For instance, should you’re centered on selling your product to individuals within the 18 to 34 vary, you will need to be on Instagram, YouTube, and Fb, as a result of most members of this age group are utilizing all three of them regularly.

Should you can create a marketing campaign that leverages key social networks accordingly whereas highlighting why your product is so immediately gratifying and helpful, you may entice curiosity from each teams pretty shortly.

Ideas for Realizing Your Viewers

As you create campaigns round a particular viewers or age group, it is essential to do digging to be taught what motivates this group of individuals, what their buying habits are, the place they spend essentially the most time, and what they’re searching for in a product.

Listed below are a couple of ideas that may enable you to on this analysis:

• Determine particular demographics: Attempt to not be too particular or too broad. Choose an viewers you may be taught so much about shortly that effectively aligns along with your product and begin researching that demographic.
• Find out about their work and training backgrounds: This provides you with perception on what motivates them and the way a lot they’re in a position to spend on a product.
• Discover out which social platforms they use: When you do that, you may analysis every platform and leverage it appropriately throughout your marketing campaign.
• Contemplate writing a purchaser persona: A purchaser persona is a fictional character that has a really comparable life-style to your superb purchaser. Having a persona in thoughts might help you shortly take into consideration campaigns and techniques that they will have interaction most with. It is also a helpful place to arrange your whole detailed analysis findings into one easy place.

Millennials and Gen Z might have extra in widespread than they understand, however they’re nonetheless two completely different generations and must be marketed to as such.

Now that the variations between them, you may craft separate methods to attraction to the teams. Good luck!

Editor’s word: This text was initially revealed in December 2019 and has since been up to date for comprehensiveness.