Generational Marketing

Generational Marketing
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Baby Boomers and Generation Y/Millenials 
Baby Boomers born between 1946 and 1964 are competitive, disciplined, goal-oriented, and are more likely to work long hours than the generations after. Their aspirations in the workplace include job security, where there was a tendency for organizational loyalty, personal and team goals. Baby boomers grew at a time when there was more focus on the idea of the American Dream. While the 1960s brought radical changes, the baby boomers are keen on respect and morality. There is limited web use among baby boomers.
Generation Y/Millennial born between 1981 and 2000 focus on learning and growth in the workplace and are even rewarded for learning and acquiring more knowledge. While the generation prefers face-to-face communication, there was the first generation where smartphones became commonplace and social. They use media more often than the baby boomers. In generation Y, there is more focus on freedom and flexibility in the workplace, and job changing is common, unlike the baby boomers. 
Comparison and contrast
Baby Boomers and Generation Y use trusted sources of information when purchasing products. Still, Millenials are more likely to use online information that provides more details on products, and there are tailored promotional activities. Baby boomers tend to be loyal to brands and what they know, and Millenials are more likely to prefer unique brands and designs that appeal to them (Slootweg & Rowson, 2018). Generation Y uses information from multiple sources to make purchasing decisions and is more likely to compare prices, products and review products online than baby boomers. The tech-savvy Millenials tend to use information from multiple online platforms and their peers in their pre-purchase and purchase decisions. Generation Y thrives on open communication, highlighting the need to tailor messaging and marketing to reach this target market group.
Channels of communication 
The baby boomer generation was the first to grow up with television, and traditional mass media still influences their purchasing decisions. While there has been an increase in online shopping experiences, there is a greater preference for retail and in-store shopping. The generation is price-sensitive and prefers a wide product selection and not a personalized customer experience. Boomers prefer face-to-face conversations, but online communication needs to address the information and content that boomers want and need. 
Millennials are more likely to use interactive communication tools than boomers. Therefore, it is necessary to provide interactive content to capture the interest of generation Y. They also use multiple channels and devices and prefer instant messaging to phone calls. Generation Y is more likely to be on Facebook than old...