It’s often said that “age is just a number.” To some extent, that’s true. Americans are living longer, living healthier, and staying more active than ever. Many older Americans are remaining in the workforce far beyond retirement age. The traditional lines are blurring.

At the same time, most people in any given age demographic are experiencing similar life stages that help you craft more targeted messaging. For example, buyers in their early 20s are just getting started in their careers and are less likely to be married with children. You will speak to them differently than you will buyers in their 40s and 50s who are likely mid-career, with greater earning power and on the verge of being empty nesters.

So, while age may be “just a number,” that number has meaning, too.

Speak to Each Life Stage

It’s not just life stage that defines the characteristics of a generation. Each has also been influenced by the cultural, political, and economic times around them. As a result, they will respond differently to different headlines, body copy, incentives, and calls to action.

Just look at the differences between Boomers and Gen Z, for example:

·       Boomers grew up with the Vietnam War protests and rotary phones. Gen Z has grown up with school lockdown drills and TikTok.

·       Boomers entered a workforce that valued suits and 9-to-5 jobs. Gen Z expects remote logins and Slack threads from anywhere with Wi-Fi.

·       Boomers learned about global threats through newspapers and the evening news. Gen Z got their first real-time alerts from smartphones and social media.

Given the divergence in perspectives and experiences, it’s clear why considering generational differences is crucial when crafting your messaging. When speaking to Boomers, for example, instead of saying “Join the movement for climate justice and amplify your voice on TikTok,” say “Help preserve the world for your grandchildren, volunteer or donate today!” Likewise, when speaking to Gen Z, instead of saying, “Call now to speak with a representative,” try “DM us to get started, no phone call required.”

So do your research before putting pen to paper (so to speak). Understand what motivates each group, how they consume content, and what values drive them. Then craft your message accordingly. The result will be deeper engagement with each of your audience segments, increased trust, and ultimately, better results for your brand, your message, and your mission.