By Shadrack Nyakoe
New research from global communication platform Infobip highlights how different generations prefer to engage with businesses, especially in the lead-up to Black Friday.
According to Infobip’s Generational Messaging Trends Report, 65 percent of shoppers under the age of 27 prefer a two-way dialogue with brands, and 83 percent expect brands to understand them as individuals.
When at least 86 per cent of all generations expect targeted and relevant communications, according to Infobip’s research, retailers need a personalized approach for each generation of shoppers.
Black Friday is the start of the Christmas shopping season. Millions of consumers search for deals online, providing retailers with a growing opportunity to increase sales and strengthen brand presence. Even a 5 per cent increase in customer retention can boost profits by more than 25 per cent, according to management consultancy Bain & Company.
However, creating a successful omnichannel communication strategy that caters to multiple generations can be complex. A poorly executed strategy risks alienating potential customers or even losing loyal ones. Baby Boomers, for instance, are more likely to resist repetitive content, while Millennials are more open to making purchases via newer technologies like chatbots. Generation X, on the other hand, tends to prefer receiving updates on products and services, showcasing how diverse communication preferences can be.
“Our research shows that consumers across generations want brands to connect with them in a conversational, friendly way, which boosts loyalty. However, brands must get their communication strategies right to achieve this. That’s why we’ve published a new playbook, helping retailers and e-commerce companies maximize this shopping season by addressing the unique preferences of each generation,” said Ivan Ostojić, Chief Business Officer at Infobip.
Gen Z and Millennials prefer more creativity in business communication. Messages need to capture their attention and include an element of entertainment and humor.
Gen X and Baby Boomers look for more straightforward messaging that is relevant and personalized. Interestingly older generations are much less accepting of repetitive and unvaried communication.
Chat apps are more popular with Baby Boomers (68%) than Gen X (57%). Perhaps this can be explained by having more time on their hands to communicate with friends and grandchildren, and the fact that messages, including pictures and videos, are free to send.
For younger people using chat apps to talk to friends and family is second nature, and this extends to their interactions with brands. More Millennials chose chat apps as their preferred way of communicating with brands than any other age group at 60%, with Gen Z close behind at 53% followed by Baby Boomer at 28% and Gen X at 25%.
The younger generations are more comfortable interacting with brands on social media. Brands that target the teen market know where they spend their time and aim to create content on platforms like TikTok and YouTube where this generation spends its time.
A surprising 30% of Gen Z and younger Millennials selected Voice as one of their preferred channels when speaking to friends and family.
In theAfrican market, where a youthful population dominates, understanding these preferences is even more critical. Kenya, for example, has an estimated 18.4 million Gen Zers, making up 33.4% of the population. Similarly, Uganda and Tanzania also boast youthful populations, with over 70% of their citizens below the age of 30. As these young consumers become a driving force in the economy, brands must adapt their approaches to effectively engage this critical audience.