5 WAYS TO AVOID THE GENERATIONAL MARKETING TRAP

Ask a marketer which audience is top of mind, and nine times out of ten, the answer is Gen Z. Why? Because it is instantly recognizable, maps onto planning tools, and carries enough cultural meaning to get a strategy moving. And because Gen Z is one of the most commercially significant audiences of the next decade, the fervor to understand them is entirely justified.

Segmenting by generation is not a mistake. But like any shortcut, you need to know when to trust it and when to go deeper.

That challenge is what this report unpacks because GWI’s data shows that the picture is more complicated than the headlines suggest. A confidently expressed or widely accepted audience definition is not always the same thing as an accurate one.