Generational Segments is a Myth

Go ahead and keep segmenting your audience into generational groups: Millennials, Gen Z, Baby Boomers, to name a few.

It’s cool to brand each generation as if they’re unique on their own. It’s a marketing thing, I guess.

However, as some things can be attributed to each generation mindset, it turns out, most of the “Group Cohesion Score” is not related to generational groups.

I’ve recently received a newsletter by Bob Hoffman where he points out something that I’ve experienced time and time again when conducting my own marketing experimentations.

Here’s the takedown of the study conducted by BBH Labs where it shows beyond any question that there’s fragile cohesion between these “marketing generation groups”:

“𝘛𝘩𝘦 𝘵𝘳𝘶𝘵𝘩 𝘪𝘴 𝘵𝘩𝘢𝘵 𝘵𝘩𝘦𝘴𝘦 ‘𝘨𝘦𝘯𝘦𝘳𝘢𝘵𝘪𝘰𝘯𝘴’ 𝘢𝘳𝘦 𝘴𝘪𝘮𝘱𝘭𝘺 𝘳𝘢𝘯𝘥𝘰𝘮 𝘤𝘰𝘭𝘭𝘦𝘤𝘵𝘪𝘰𝘯𝘴 𝘰𝘧 𝘱𝘦𝘰𝘱𝘭𝘦 𝘸𝘩𝘰 𝘴𝘩𝘢𝘳𝘦 𝘯𝘰 𝘴𝘱𝘦𝘤𝘪𝘢𝘭 𝘤𝘰𝘯𝘯𝘦𝘤𝘵𝘪𝘰𝘯 𝘣𝘦𝘺𝘰𝘯𝘥 𝘣𝘦𝘪𝘯𝘨 𝘣𝘰𝘳𝘯 𝘸𝘪𝘵𝘩𝘪𝘯 𝘵𝘸𝘰 𝘥𝘦𝘤𝘢𝘥𝘦𝘴 𝘰𝘧 𝘦𝘢𝘤𝘩 𝘰𝘵𝘩𝘦𝘳.”

BBH Labs