Rethinking Generational Marketing Myths

For decades, marketers have leaned on generational labels like a crutch—Boomers hoard loyalty points, gen x shrugs at the world, Millennials chase avocado toast-fuelled experiences, and gen z dances through TikTok, demanding authenticity. These tidy buckets once felt like goldmines of insights. But as culture splinters and social media shapes behaviour, are we still painting with the right brushes—or just smearing outdated stereotypes?

The 'why' behind consumer behaviour is messier than a birth-year bracket. Take gen z: sure, they’re glued to short-form video, but dig deeper—many crave stability after growing up in economic chaos, a trait we’d pin on Boomers. Millennials, pegged as experience-obsessed, are now nesting into mortgages and parenthood, eyeing practicality over wanderlust. Meanwhile, Boomers are swiping dating apps and streaming Netflix, defying their “loyal traditionalist” tag. The data backs this blur: a World Economic Forum study found spending patterns (apart from strictly age-based ones) across generations converging, driven by shared digital habits and economic pressures.

So, why cling to these myths? They’re easy. They promise a cheat code to connect. But lazy shortcuts miss the real story—people aren’t their birth years; they’re products of context, values, and micro-cultures. A 50-year-old gamer and a 20-year-old esports fan might vibe more than two random Millennials. Brands win by decoding these overlaps—think 'mindset clusters' over 'age cohorts.' Are you a 'pragmatic optimist' or a 'restless explorer'? That’s where, in my opinion, the gold lies.

Generational segmentation isn’t dead—it’s just not enough. It’s still a spark to start the fire, useful for broad trends like aging populations or youth-driven platforms. But the future demands nuance: marrying psychographics, real-time data, and cultural currents. Bust the myth that age defines desire. Ask instead: what’s shaping this person, this moment? That’s how we move from 'OK, Boomer' to 'OK, human.'