45% of Millennials need 3-5 brand touchpoints before taking you seriously, while 55% of Boomers only need the same amount total. Yet most marketers are still using one-size-fits-all content strategies that speak to nobody.
Treating decision-makers as one big group “just isn’t cutting it anymore”, according to new research from Digitalzone’s 2024 study of 1,500 B2B decision makers. The data reveals that different generations not only prefer different platforms, but also have fundamentally different relationships with content itself.
Here’s what could be happening in your content strategy right now:
Millennials: The Validation Seekers. Millennials rank YouTube, Facebook, and Instagram as their top social media platforms of choice, but here’s the twist: they need consistent brand visibility to feel confident about a purchase. 7% feel that 11 to 20 touch points are necessary, which is more than most generations surveyed.
Translation: Your sporadic posting schedule isn’t meeting the needs of this vast population.
Gen X: The Forgotten Pragmatists. Gen X ranks conferences and trade shows as the top channel for keeping a brand top of mind, but they’re also the fastest-growing generation on TikTok. They want authentic, no-nonsense content that respects their time and attention.
Translation: Stop assuming they’re “too old” for new platforms, but keep your content practical and to the point.
Boomers: The Decisive Buyers 55% of Boomers only need to encounter a brand 3-5 times to take it seriously, and 12% are convinced after just 1-2 interactions. They have the shortest decision-making timeline of any generation.
Translation: Quality over quantity wins with this demographic.
Gen Z: The Email Enthusiasts. Surprise! Email is Gen Z’s preferred channel for learning about and engaging with vendors. They’re using LinkedIn more than you think and want transparency over flashy marketing.
Translation: Your “TikTok-first” Gen Z strategy might be missing the mark, especially if you are a B2B business.
Here’s the thing: 59% of marketing respondents believe that the need for specialists is making marketing operations complex, while 55% feel overwhelmed by the number of channels they must manage.
You don’t need to be everywhere for everyone.
Pick 1-2 generations (or age groups) that matter most to your business and create content that works for them. It’s better to do generational marketing well for some than badly for all.
The generational divide isn’t going away. As Millennial and Generation Z buyer cohorts increasingly drive purchases, they will rely on external sources — including their value network — to help make their decisions. Your content strategy needs to evolve now, not later.
