Designers realize the mindset of an individual changes dependent upon demographics such as education, income, even the area in which we live. But to market successfully requires going beyond obvious distinctions and examining other factors, not the least of which is optimism.
A recent Pews Research Center report explored differences in the points of view of the 18-to-29 age group known as the millennial generation compared with older people. Perhaps most striking was the generation gap regarding optimism. Forty-one percent of millennials are satisfied with how things are today, compared with 26 percent of older adults. And while about a third of millennials say they don’t earn enough money to live the type of life they desire, 88 percent say they are certain that one day they will. That’s more than optimism. That’s hope.
Clients want advertising that reaches everyone. It’s our responsibility in developing and marketing our clients’ message to keep this hope factor in mind. Doing so will enable the message to cross demographic boundaries and bridge the “attitude gap” between generations.
If not, one generation or the other will simply blow it off like dust on a DVD.