The Multi-Unknown Equation of the Communication World

Generations

Generations have been discussed and analyzed in many fields for years. The tendencies and preferences of generations, which are in the target audience of different disciplines from communication to economy, marketing to psychology, have a strong meaning that can cause social changes. Both brands and communicators are highly affected by this power. Many factors such as marketing decisions, media choices, message content, tone of voice and even the purpose, story and benefits of brands are shaped according to the expectations and needs of generations.

So what makes generations so important for business?

The word generation is a dictionary definition of a group born and living at approximately the same time. The generations that are currently living and directly or indirectly involved in the economy are usually grouped as follows:

• Silent Generation / Traditionalists: Born in 1945 and Before

• Baby Boomers: Born between 1946-1964

• Generation X: Born between 1965-1976

• Generation Y: Born between 1977-1995

• Generation Z: Born After 1996

• Generation Alpha: Born After 2012

In addition to these generations, we should not forget that we will soon start talking about the Beta Generation, which includes the generation that will be born between 2025 and 2039.

These generations, which are grouped according to their birth year, can become complex when evaluated from the perspective of the advertising and communication world. Communication professionals with experience in the field not only analyze generations based on birth year commonality, but also look at other major factors. Of course, the year of birth affects socio-economic conditions, role models and educational and developmental conditions, but when it comes to branding, sociological and psychological variables need to be taken into account.

While targeting generations X, Y and Z is inevitable when it comes to creating living and loved brands, the target audience should not be reduced to demographic characteristics. When generations are analyzed psycho-graphically and socio-economically and habits are analyzed, needs and expectations can be perceived in advance; strategies can be determined in areas such as production, supply, marketing, after-sales support and services.

While understanding and following the generations well enables the prioritization in the field of communication and advertising to be done correctly, it also points out the qualities that brands need to gain.

We can see that the targeted generation is well understood in all brands that come to mind for successful brands. In addition to seizing potential communication opportunities, this approach also protects the brand from potential crises and successfully carries the brand into the future.

In order to experience this success, brand managers and strategists need to understand their target audience and the interaction of the community in which the brand exists, follow the changes of generations, and know that generations are not just about birth dates.