Most companies still make the bulk of their revenue from Gen X and Boomers. That’s not surprising, these older generations have more wealth, more established routines, and more brand loyalty.
But here’s the hard truth: Building your future on the past is not a viable strategy.
If your growth depends on aging customers, you’re on borrowed time.
Gen Z and Millennials now make up nearly half the population and their influence is only growing.
They’re shaping culture, driving trends, and redefining how people make decisions.
They also represent a massive and rising economic force:
- Together, they control over $3 trillion in buying power.
- Millennials are the largest generation in the workforce, making up 35% of U.S. workers.
- Gen Z account for 27% of the workforce.
These aren’t just young consumers. They are shaping the economy, the workplace, and the culture at large.
Yet many organizations are still relying on outdated playbooks that don’t speak to how these generations think, feel, or buy.
This isn’t just about charitable giving. It’s about experience expectations.
You must know what Gen Z and Millennials look for when they interact with any brand, product, service, or cause! If you're not meeting their expectations, you're not earning their attention. And if you're not earning their attention, you're becoming irrelevant.
Here’s what sets them apart and what forward-thinking organizations need to embrace:
- It Has to Feel Personal
These generations value emotional relevance. Whether it's a cause, a brand, or a job, if it doesn't connect to their identity, their passions, or their community, it doesn't register.
Takeaway: Connection beats conversion. Real stories, shared values, and cultural alignment matter more than polished marketing.
- They Act in the Moment
Gen Z and Millennials don’t plan their actions around traditional funnels or fixed schedules. They move fast! Discovering something on TikTok, researching it on Instagram, and making a decision in under a minute.
Takeaway: Your experience must show up in their moment, visually, emotionally, and frictionlessly.
- They Trust People More Than Institutions
Influence doesn’t come from authority; it comes from community. Friends, coworkers, creators, and peers shape behavior more than legacy brands or formal institutions.
Takeaway: Empower your community to carry your message. Peer influence and authentic word-of-mouth will always outperform corporate ads.
- They Want Proof, Not Promises
These generations are skeptical of hype. They want receipts, what happened because they engaged with you? Whether it's a donation, a purchase, or a partnership, they expect follow-through and transparency.
Takeaway: Show them impact. Tell them what their action made possible. Then invite them to be part of the next step.
Bottom Line:
Gen Z and Millennials aren’t harder to reach, they’re just fundamentally different. They expect immediacy, relevance, authenticity, and impact.
They won’t be won over with old-school tactics. But if you speak their language (and meet them where they are) they’ll become your most powerful advocates.
Next post: “From TikTok to Venmo: Where the Next Generation of Consumers Live (and Decide)”
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