Why Marketers Need to Know the Difference [New Data]

Relating to millennials vs. Gen Z, the 2 generations have loads in widespread to the purpose many manufacturers will lump them collectively into the identical viewers, considering they’ll enchantment to each. 

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

Here is every part you should find out about Millennials vs Gen Z, and why entrepreneurs must know the distinction.

What’s a millennial?

A millennial is somebody born between 1981 and 1996, inserting them between the ages of 28 and 43 in 2024. Millennials are additionally typically known as Technology 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.

Nonetheless, 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 concentrate on the generational variations on the most important attainable scale, the oldest millennials are of their early 40s, is perhaps settled down, and might be making bigger purchases like vehicles or houses.

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

Except for the apparent age variations above, six extra components make these two generations basically totally different.

Components That Differentiate Millennials and Gen Z

1. They’ve totally different attitudes about know-how and cash.

Understanding the period an age group grows up in may also help you determine 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 know-how and the financial system:

Expertise

The obvious distinction between the eras wherein every era was raised is the presence of know-how. 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, nearly Gen Z,” says HubSpot Advertising 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 kids and youths inside Gen Z have entry to iPads, smartphones, countless Wi-Fi, or streaming providers that put our prized DVD gamers to disgrace.

Many members of this era might 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 fundamental issues, the impression of know-how, the web, and social media has nonetheless taken a toll on the group.

Analysis exhibits that Gen Z — which has been known as the “socially-conscious generation” — offers with much more body image, mental health, and cyberbullying points than another age group has up to now.

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

Economic system

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

And, as of 2024, our survey exhibits each generations are focused on higher offers and cheaper options to their standard purchases.

Nonetheless, millennials put their cash into shopping for extra services or products that can 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.

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

This variation 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%).

“Currently, 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 exhibits that their previous expertise of residing within the Recession are main them to make extra practical spending decisions.

Our survey exhibits 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, if you would like millennials to purchase your product, you will need to give attention to constructing a model that provides a pleasant or entertaining customer experience, in addition to advertising services or products that give on the spot gratification.

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

2. Gen Z is extra prone to make cellular purchases.

By now, you may know that each of those generations are closely related 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 go surfing primarily with cellular units, however a giant distinction between these generations is that Gen Z was virtually raised with smartphones.

In line with YPULSE, 12 is the typical age Gen-Z obtained 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.

Nonetheless, millennials nonetheless store loads on cellular units. The truth is, our survey discovered that 22% of the millennials questioned want to order issues through cellular, barely lower than the 28% of Gen Z respondents. 

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

In line with a current research, 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 day by day on social media.

When you might need already identified that cellular optimization and video advertising are a key digital methods, these stats show that it could possibly provide help 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 cellular movies, cellular e-commerce websites, or different phone-based experiences that cater to them.

You must also be sure you market your self on platforms which might be already cellular, reminiscent of main social media apps.

3. Each spend a variety of time on social media, however the platforms they use are fairly totally different.

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

Except for the time spent on social media per day, the platforms every era makes use of are additionally barely totally 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 not too long ago — TikTok.

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

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

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

Our survey exhibits that 54% of Gen Zers have used Instagram to make a purchase order within the final three months, solely barely greater 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 line with our survey, Gen Z and millennials frequent YouTube at an analogous fee. 69% of Gen Z respondents mentioned 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 can discover your viewers on numerous social media platforms, think about using instruments like HubSpot’s Social Media Management Software.

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

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

Every era’s habits align nicely with its common consideration span with regards 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, reminiscent of detailed movies or podcasts.

Which means that 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 rapidly and seamlessly as attainable of their campaigns.

As I’ve talked about above, most of as we speak’s social and on-line platforms have gotten extra video-driven. This mirrors the truth that video utilization is rising rapidly 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 nicely. 

The vast majority of millennials in our survey (47%) say they like to find new merchandise through short-form movies like Instagram Reels or YouTube Shorts. That is nearly on par with the 48% of Gen Zers who share the sentiment.

Both means, in the event 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, chances are you’ll want totally different instruments that can assist you craft the suitable short- or long-form content material for both era. Happily, HubSpot’s Content material Hub is offered.

Content material Hub has numerous instruments for ideating, creating, and posting partaking content material for numerous 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 find out about merchandise by way of social media-based movies and influencer marketing, whereas millennials will reply to quite a lot of promotional methods, together with extra conventional on-line advertisements, social media advertising, and branded podcasts.

Except for embracing video and cellular optimization, in the event you’re advertising to Gen Z, you will additionally need to give attention to content material that feels extra informative and fewer like an advert. This era has actively rejected conventional promoting ways.

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 fantasy about millennials and Gen Z is that each generations are financially illiterate.

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

The Cint ballot beneath demonstrates this fantasy and notion as many individuals mentioned that they believed each era spend some huge cash:

Knowledge Supply: Cint Software

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

In line with numerous 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 exhibits that they do less online shopping than millennials. 

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

Whereas many millennials purchase their justifiable share 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 totally 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 houses and training, millennials discover housing out of monetary attain and have primarily centered on paying the excessive prices of tuition.

Regardless of growing academic prices, the pattern of investing in training is not anticipated to alter for both era.

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

Whereas each millennials and Gen Z are pushed by greater training and profession development, they nonetheless have just a few slight variations that you just may need to find out about, particularly in the event you’re a marketer in educational or B2B fields.

At present, many millennials are working or are enrolled in greater training. For your entire decade between 2020 and 2030, millennials will comprise the most important 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 on the lookout for jobs, Gen Z adults are extra financially motivated than the millennial era.

The truth is, 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 identified employer model, a fast-growing area, or general advantages.

These within the age group additionally say they will put money into talent 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 faculty 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 laborious staff, extremely educated, and may earn greater than previous generations.

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

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

Find out how to Market to Every Technology

Sure, each generations have a variety of issues in widespread.

And whereas there are alternatives to market to each generations directly, it is perhaps extra useful to brainstorm inventive campaigns that zone in on one era or the opposite.

That will help you develop a technique that positive aspects consideration from the suitable viewers, listed below are just a few takeaways associated to every era:

Advertising Marketing campaign for Millennials

By now, you is perhaps most accustomed to advertising to millennials. Fortunately, they’re additionally an excellent era to market to.

They’re on probably the most distinguished social media networks as we speak and like to eat a number of totally different types of multimedia content material, from movies to podcasts.

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

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

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

The most effective forms of advertising campaigns will inform millennials about how your product could make their lives simpler or the way it can resolve 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, will also be useful to your technique,

Advertising Marketing campaign for Gen Z

To efficiently persuade Gen Z to purchase your product, you will need to make content material that rapidly 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 find out about 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 may additionally need to zone in on the area of interest social media platforms that they generally use, reminiscent of Instagram, YouTube, TikTok, or Snapchat.

Should you’re not on certainly one of these platforms however nonetheless need to achieve model consciousness there, think about sponsoring an influencerluencer who is aware of the viewers and create content material that discusses your product.

Advertising Marketing campaign for Gen Z and Millennials

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

This can permit you to zone in on younger and barely older adults who can truly make buying selections.

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 of make extra purchases if they cannot already.

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

Make certain that your marketing campaign clearly explains why your product will probably be useful 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, in the event 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 frequently.

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 rapidly.

Ideas for Realizing Your Viewers

As you create campaigns round a selected 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 probably the most time, and what they’re on the lookout for in a product.

Listed below are just a few ideas that may provide help to on this analysis:

• Establish particular demographics: Attempt to not be too particular or too broad. Decide an viewers you possibly can be taught loads about rapidly that nicely 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 capable of spend on a product.
• Discover out which social platforms they use: When you do that, you possibly can analysis every platform and leverage it appropriately throughout your marketing campaign.
• Take into account writing a purchaser persona: A purchaser persona is a fictional character that has a really comparable life-style to your very best purchaser. Having a persona in thoughts may also help you rapidly take into consideration campaigns and techniques that they will have interaction most with. It is also a helpful place to prepare all your detailed analysis findings into one easy place.

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

Now that the variations between them, you possibly can craft separate methods to enchantment to the teams. Good luck!

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