Using Generational Consumer Values in Marketing Strategies to Increase Conversions

The idea is to empathize with the consumers and connect the brand values with consumer’s values. This increases consumer trust, eventually increasing the consumer’s loyalty to the brand.

Focusing on the values of trust and reliability is a way to increase brand relevance and making consumers believe that the brand is ‘just right’ for them.

There are three aspects to this discussion:

• Generational values drive brand loyalty, customer engagement, and customer expectations as well. Moreover, these generational values evolve and differ, seldom overlapping between Gen Z, Millennials, Gen X, and Baby Boomers.
• Just one-third of the marketers think that taking a stand on social and political matters strengthens a brand’s relationship with the customers. Almost half of them think that it’s a gamble which can go both ways. A huge percentage doesn’t have an opinion on the matter.
• More than 80% of customers believe that brands should take part in solving societal problems and coming up with solutions, ultimately giving back to society.

Do Generational Values Matter?

It's more essential than ever to tailor your brand's message so that it connects with diverse groups. As a company trying to establish relationships with different consumers, it's vital to remember that generational views and values differ.

If we analyze the users on the internet, we see that the majority of users are Millennials, then comes Gen X, then Gen Z, and then Baby Boomers. Now it is vital to understand that both Gen Z and Millennials prioritize rational thinking and values of knowledge and curiosity are predominant. On the other hand, when it comes to Gen X and Baby Boomers, its family, authenticity, relationship, hard work, and honesty are the values that they put first.

We have seen on multiple occasions that Gen Z especially boycotted a brand based on the clash between their values and what the brand stands for, combining it with the aforementioned percentage of 80% of consumers wanting brands to take action, we get to know that consumers are weighing brands based on their values and they are even willing to disengage with a brand if the values clash.

Digital Marketing companies are suggesting businesses to take a solid position and demonstrate their values. Today, doing nothing or playing it safe is riskier than truly presenting what your brand stands for in the world. Studies show that Gen Z is showing increasing importance to their values. This further strengthens the argument because when Gen Z takes up the workforce, they would put more emphasis on the already elevated importance of values.

Brands will have to focus more on inclusivity and trust to tackle the increasing shift towards a value-based mindset. Advertising strategies will have predominant aspects of values such as inclusivity, trust, etc. One part of that would be to add values based keywords in advertising campaigns.