When Should Marketers Use Generational Marketing and Tailored Programmes to Each Age Cohort? When Is This Not a Good Idea?

QUESTION:
WHEN SHOULD MARKETERS USE GENERATIONAL MARKETING AND TAILORED PROGRAMMES TO EACH AGE COHORT? WHEN IS THIS NOT A GOOD IDEA?

Generational marketing is the practice of appealing to the unique needs of individuals within more than one specific generational group, with a generation being a group of individuals born and living about the same time. Not every generation is alike, nor should they be treated by marketers in the same way. Multi-generational marketing is the practice of appealing to the unique needs and behaviors of individuals within more than one specific generational group.

Multi-generational marketing is based on two founding principles: (1) product needs change with life stages and (2) promotional messages and products targeting these generational groups or cohorts can reflect their generational values which in turn can drive their consumption behavior. As such, an understanding of multi-generational marketing is a very important marketing activity, and very important to the marketer. In fact, creating ageless multi-generational brands is one of the top ten marketing trends over the next 25 years.

When a marketer factors in the different characteristics and behaviors of the generations, it should be easier to build relationships, gain trust, and close business.

Tailored programmes in marketing are those products, services and strategies directed at specific group of consumers.

Marketers must understand the changes in the demographic environment and put in place the necessary strategies (tailored programme) to meet the specific needs of specific age cohorts. The Consumers now demand more from the marketer. They expect information that is tailored for their age group, and there is more benefit to be derived if you set your products, services and strategies apart by providing it.
For instance, marketers must increasingly consider the special needs of nontraditional households because they are now growing more rapidly than

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