Millennials Need Not Apply? Boomers?

Do you know how to get past your biases and market to “the other” generation? Are they just too mysterious? Well, I don’t give a flying fig if you’re a millennial, a boomer, or anything in between or outside. It’s not about the label. It’s about doing what you’re paid to do.

If you’re marketing to a thirty five year old population, and they’re not getting your messaging, it’s not because you can’t understand their generation. It’s because you aren’t doing your job. Don’t blame it on “the millennials and their different way of thinking.” Blame it on you for failing at one of the most fundamental tenets of marketing: understanding your customer.

When you got out of business school and started working for a component manufacturer selling to specialty electronics developers (or whatever), you probably didn’t know much about that industry, right? But you learned. You did your homework, researched, talked, and listened. You figured it out (or you didn’t and either got fired, or barely skated by. I hope you figured it out). If you’re not of the generation you’re selling to, learn with an open mind. Don’t take anyone’s age as an excuse, your included. If you don’t want to or feel you can’t, get a new job.

Of course, a “boomer” can better understand other boomers. If you’re not one and are marketing to them, here’s an idea; talk to boomers. The same goes for any cross-generation marketing.

If you’re trying to blame your failure on a labeled generation, I’ve got some bad news for you. Time keeps moving, and generations change. It always has happened, and always will happen, at least until our sun becomes a cold dark lump of coal.