DIFFERENCES BETWEEN GEN X, GEN Y, AND GEN Z IN MARKETING
1. Generation X (born 1966-1976)
Seen as an independent, intelligent, and creative generation. The spirit of “Do It Yourself” plays a role in shaping their perspective and character. Get a higher education and be able to complete tasks well. However, this generation can be considered a group with a consumerist mentality.
2. Generation Y or millennial generation (born 1977-1994)
Confident, optimistic, expressive, free, and likes challenges are reflected in this generation. Open to new things and always want to be different from the others. They really use their creativity to create something new. Likes a relaxed work atmosphere and is able to do several things simultaneously (multitasking).
3. Generation Z (born 1995-2012)
Born when the use of computers, the internet, and smartphones was booming. No wonder this generation is so familiar with the use of digital technology and social media. This generation has an open mind. Spontaneous in expressing what is felt and thought. They are the most connected, educated and up-to-date generation.
Shopping Behavior of Generation X vs Generation Y vs Generation Z
1. Looking for Goods or Products or Services You Want to Buy
Generation Y and Generation Z really take advantage of the existence of smartphones / gadgets to get the goods / products or services they want. While Generation X even looks for it through smartphones / gadgets, the buying and selling transactions are carried out offline or directly to the seller. In other words, their search through smartphones/gadgets is just to get information.
2. Social Media or Search Engines
Social media such as Facebook, Instagram, or Twitter tend to be a means to find goods or services that Generation Y and Z are looking for. While Generation X prefers search engines such as Google as a search tool.
3. Shopping Motivation
Shopping motivation arises when a product is used by community friends. Generation Y will look for what they think is the most affordable. While Generation X is willing to pay a high price as long as it is worth the price, most of them are less concerned with the current trends. For Generation Z, on average, they like products that they think are cool.
4. Brand Consistency and Loyalty
When comparing Generation X and Generation Y, consistency and loyalty to branded goods is greater than Generation Y. For Generation X, brand is not the main thing. Excellent service, honesty, and good communication are more than enough for them to want to buy a product. While Generation Z asks for loyalty from the manufacturers of the branded goods they use. They want branded product manufacturers to be able to deliver more than this generation expects.
5. Manage Money When Shopping
Generation X does not care about the brand, the important thing is to have quality. While Generation Y me number one brand as long as the price is affordable. It’s different with Generation Z who expect more from what they wear. The most important thing is to try to shop according to needs, not desires.
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