While any form of advertising is a good choice for your business, certain types of ads can reach specific generations. Using research and stats we’ve compiled from our 2020 Global Ad Impressions Study, we’re breaking it down by generation so you can understand how to use targeting to reach all ages with your advertising.

To give our readers some context, the Global Ad Impressions Study is a comprehensive report compiled by our industry-leading research team. It contains statistics and findings centered around promotional products usage, popularity and impressions. You can view the full 2020 report here.

Baby Boomers: Facebook is by far the most highly used social platform for this generation, which includes individuals born between 1946-1964. Investing in Facebook retargeting or Facebook ads is a great avenue for gaining brand awareness with this group. However, for advertisers trying to reach this demographic with their advertising, it might be a good idea to steer clear of Snapchat, Instagram or TikTok, as only 2% of those aged 65 and older report using these platforms.^*

As far as promotional products are concerned, our 2020 Global Ad Impressions Study reported that 45% of baby boomers who own promo products have kept some for more than 10 years! Additionally, 42% of those age 55 or older claimed they would have a more favorable opinion of an advertiser who gave them a logoed mask, and 53% of them have a more favorable opinion of an advertiser if the promo product they received from them was environmentally friendly. So, what does this all mean? If you’re looking to home in on the baby boomer generation as your target buyer, using Facebook advertising and eco-friendly promo items as a combo strategy is a sure bet!

Gen X: Generation X, or Gen X, refers to the generation of Americans born between the mid-1960s and the early-1980s. This group tends to have a more favorable opinion of tech products and video streaming services. In fact, 90% of YouTube users fall into this age category!^*

According to the Ad Impressions Study released last year, 61% of Gen X end-buyers would choose a USB drive over a power bank. Promotional products in general perform well with this group, as a Gen X household contains an average of 34 promo items. As a generation focused on safety and health, this group came in first out of the three for how favorable they view an advertiser who gives them a logoed mask. So, if you’re trying to reach Gen X consumers, focus your advertisements on imprinted tech items, health and safety products, and YouTube advertising.

Millennials: Notoriously the hardest to advertise to, the millennial generation tends to be more skeptical of advertisers, as they grew up inundated with online advertising. This age group includes those born between the years of 1981-1994. Millennials tend to spend most of their time on the Instagram and Snapchat platforms, with many loyal TikTok users also falling into this age category.^*

Promotional products perform fairly well with millennials, especially items that are sustainable and long-lasting. In fact, more than half of millennials who own promo products have kept some for more than five years. Additionally, nearly 50% of millennial consumers claim to have a more favorable opinion of an advertiser if the product they received from them was environmentally friendly. However, the location of manufacturing for a product matters less to this generation than others. Only 45% of millennials claim to look favorably on made-in-the-USA, as compared to 70% of baby boomers. Try targeting millennials by being where they are: on Instagram and TikTok. When it comes to your promo products, choose items that are durable and eco-friendly.

 

Want to learn more about advertising, targeting and sales? Check out our recorded webinar, Using Stats to Sell: How to Use the Ad Impressions Study to Sell Promo.

 

 

*Source: “Social Media Use in 2021.” Anderson, Monica. Auxier, Brooke. April 7, 2021. PewResearch.com.