Crafting Messages That Resonate with Every Generation

Crafting Messages That Resonate with Every Generation

“There is magic in the old and magic in the new; the trick is to successfully combine the two.”

The Landscape: We are living in one of the most age-diverse societies in history. Six generations currently co-exist in the U.S.: Silent Generation, Baby Boomers, Gen X, Millennials, Gen Z and Gen Alpha.

The Challenge: It is difficult to reach audiences, internally and externally, that are increasingly diverse in age. Whether it is implementing a brand strategy or creating an awareness campaign about your organization’s product or service, failing to account for a multigenerational dynamic could jeopardize the success of your organization.

Each generation has different experiences, emotions, expectations and values that directly impact the way they perceive and communicate information. On top of these differences, there can be stigmas associated with generations that can pose a threat to the effectiveness of a communications strategy.

When well crafted, a single message, or a set of tailored messages, can resonate across generations. However, more often there are misunderstandings and missed opportunities. For example, Apple’s iPad campaign featuring a teen asking, “What’s a computer?” resonated with younger, tech-savvy users but seemed condescending to those who still value traditional computers. Another example is Facebook's rebrand to Meta , which aimed to shift focus toward digital innovation and attract a wider audience. However, it left older and younger generations disconnected. Older users, who saw Facebook as just a social platform, were confused by the pivot, while younger users showed little interest in Meta's vision. As a result, the campaign failed to resonate with either group. These examples highlight how a message can easily polarize one audience while trying to appeal to another.

So what’s the key to crafting intergenerational messages?

There are several things to consider as you craft a message that communicates across multiple generations. The first thing you should consider is your audience—with whom are you communicating?

• Motives The best way to understand someone’s reaction is to look at their motives. What actions are you trying to solicit from your audience, and what will motivate them to do so? Each generation has values and experiences that shape their motivations. Understanding these and looking for similarities across generations can be a good starting point for crafting your messaging.
• Interests Just like Progressive’s commercials , with the right messaging, you can spark interest from multiple generations. Similarly to motives, interests can vary from generation to generation. When discussing generations, it is easy to focus on differences, but incorporating the shared interests or core values of multiple generations, such as humor or love, can help strengthen your message.
• Context Consider the cultural and personal context of your message and whether they are generationally universal. While Gen Z may be in the know about the latest TikTok trend, you may miss the mark with the Baby Boomers.

The next thing you should consider is the content—what are you communicating?

• Language Language can be a bridge or a barrier in communicating to multiple generations. Are you using words and stories that resonate with your intended audiences, or do they create a dissonance among your staff, volunteers or customers? Be careful to choose language and stories that are age inclusive, not alienating an entire generation.
• Authenticity Something that each generation values is authenticity . Be careful that your message represents your organization’s brand well and that it is genuine. When you know who you are, others will believe you when you show them, no matter their generation.

In summary, ensure your next communications strategy and message take into consideration your audience’s age range. Like Posey says, combining the old and the new can be tricky, but focusing on your audience first, and then your content, will help you craft messages that will resonate with multiple generations.