Social media isn’t just a place to post updates—it’s a dynamic space where cultural narratives can come to life. To succeed, brands and creators must embrace generational social media marketing, going beyond surface-level trends to tap into the deeper cultural and generational insights that drive behaviour and engagement.
By understanding the values and preferences of your audience—whether it’s Gen Z’s love for authenticity, millennials’ appreciation for storytelling, or Boomers’ focus on quality and trust—you can craft messages that spark valuable conversations.
Understanding Generational Insights
Generational cohorts are often characterised by unique experiences and traits. Boomers, born between the mid-1940s and mid-1960s, grew up during a time of economic growth and cultural change. They tend to value hard work, loyalty, and stability. Gen X, born between the mid-1960s and 1980, experienced a shift in societal norms and witnessed the rise of technology. They are often considered independent, adaptable, and resourceful. Millennials, born between the early 1980s and mid-1990s, are the first generation to grow up with widespread access to the internet and digital technology.
Gen Z, born between the mid-1990s and early 2010s are characterised by constant connectivity and access to information. They are known for their tech-savviness, entrepreneurial mindset, and social activism, with a strong desire for authenticity, inclusivity and social change.
Generation Alpha, born from 2012 onwards, will be the first generation to be entirely born in the twenty-first century, to millennial parents.
For more on how different generations engage with social media, read this blog.
Gen Z Writing the Script
The ‘Gen Z wrote my script trend took off in September 2024, with organisations allowing their Gen Z employees to create marketing scripts infused with trendy slang. This sparked a wave of hilarious and engaging content, particularly when older employees, unfamiliar with the slang, stumbled over phrases. The result was a playful display of generational differences in language and culture, capturing the attention of audiences. The combination of humour and the authentic, relatable voice of Gen Z led to high engagement, especially on TikTok.
Take a look at some of the TikTok’s, here
Lessons From Marcus Collins’ For the Culture
In For the Culture, Marcus Collins explores the intersection of marketing, identity, and cultural influence, offering a compelling argument that consumers aren’t just buying products—they are buying into the meaning those products hold within their cultural contexts. Collins suggests that understanding these cultural contexts is crucial for brands hoping to connect with and inspire communities. This cultural alignment is particularly potent on platforms like social media, where resonance with shared values can create powerful, long-lasting engagement and brand loyalty
Collins’ experiences as a strategist for Apple, Nike and Beyonce and insights are vital. He explains that brands must move beyond traditional advertising strategies and consider the cultural narratives they are participating in. This focus on culture in marketing is an evolving approach that not only influences consumer behaviour but also guides the development of more inclusive and meaningful brand experiences.
Examples of Cultural and Generational Targeting in Action
- Monzo: Speaking Gen Z’s Language: The UK-based digital bank Monzo excels at targeting Gen Z by using memes, TikTok trends, and casual language. By addressing financial concerns in a relatable and humorous way, Monzo captures the attention of a generation seeking transparency and fun in their financial decisions.
@monzo
- Viking Cruises: Catering to Boomers: Viking Cruises effectively targets Boomers by emphasizing luxury, cultural exploration, and comfort. Their advertisements showcase immersive experiences, such as river cruises to historic destinations, aligning perfectly with Boomers’ desire for quality and enriching travel experiences.
- Adobe’s Creative Cloud for all Generations: Adobe targets Gen Z and millennials by positioning its Creative Cloud tools as essential for creativity, entrepreneurship, and professional growth. The brand leverages influencer collaborations on platforms like YouTube and Instagram, where younger creators share tutorials and success stories, showcasing how Adobe’s tools empower digital creators. This resonates with millennials and Gen Z professionals who prioritize creative expression and career development. On LinkedIn, Adobe adapts its approach for Gen X and Boomers by emphasising the productivity benefits and ROI of its tools, making them appealing for businesses. Through a combination of educational resources, social responsibility initiatives, and platform-specific strategies, Adobe builds strong connections with diverse generational audiences.
The Power of Nostalgia in Generational Social Media Marketing
Nostalgia is a highly effective tool in marketing, particularly when targeting millennials and Gen X, as these generations have a strong connection to cultural touchstones from their youth. By tapping into fond memories, brands can evoke emotional responses that create positive associations and drive engagement. They are also great for sharability, making them particularly effective on social media.
When using nostalgia, ensure it aligns with your brand’s story and values. It works best when the references feel genuine and not forced. Here’s some examples:
- LEGO: Targeting Adults with Retro Sets
LEGO has created adult-focused nostalgia campaigns with the release of classic sets such Star Wars Collector’s Editions. These campaigns resonate with millennials who grew up playing with LEGO and now have the disposable income to invest in high-end collectible sets. - Spotify’s ‘Your Year Wrapped’ Campaign
Spotify capitalizes on nostalgia every December by offering users a personalized recap of their most-played songs and moments. This campaign appeals to millennials and Gen Z by emphasizing reflection and celebrating personal memories in a format tailor-made for sharing on social media.
- Coca-Cola’s Holiday Campaigns
Coca-Cola’s annual holiday campaigns, featuring its iconic Santa Claus imagery and classic jingles, have become synonymous with holiday nostalgia. These campaigns effectively target Boomers and Gen X by evoking memories of traditional family celebrations, while still engaging younger generations with modern twists and social media-friendly content.
Actionable Takeaways for Successful Generational and Cultural Marketing
To create culturally and generationally relevant content, consider these steps:
Get to Know Your Audience—Deeply
- Research Generational Insights: Understand the unique preferences and behaviours of each generation, from Gen Z’s desire for authenticity to Boomers’ focus on quality and reliability. Build content that speaks to their values and pain points.
- Embrace Subcultures: Identify and tap into specific subcultures within your audience (e.g., digital nomads, eco-conscious consumers) to build more personalised content. Listening to their conversations and observing what they share can reveal what matters to them.
Create Content That Reflects the Platform’s Culture
- TikTok: Embrace trends, challenges, and viral sounds. Keep content spontaneous and fun, focusing on entertainment and relatability.
- Instagram: Create polished, aesthetically appealing content that aligns with aspirational lifestyles and visually connects with your audience. Use Stories and Reels for engagement.
- Twitter/X: Focus on quick, witty, and timely posts that capitalize on current events and trending hashtags.
- LinkedIn: Focus on professional storytelling that highlights expertise, productivity, and thought leadership. Share case studies and insights that provide value.
Use Nostalgia to Create Emotional Connections
- Tap into Shared Memories: Nostalgia campaigns resonate especially with Gen X and Millennials, who have strong emotional ties to past cultural moments. Whether through retro design elements, throwback references, or revisiting childhood memories, using nostalgia can create an immediate emotional connection.
- Adapt Nostalgia for Younger Audiences: Younger generations, like Gen Z, may not have lived through the original cultural moments, but they can find ‘retro’ and vintage styles appealing.
- Leverage Pop Culture References: Referencing music, TV shows, or products from past decades can create a sense of continuity, especially if your audience feels these moments shaped their values or identities. Nostalgic campaigns can be particularly effective in seasonal marketing (e.g., Christmas, back-to-school) or anniversaries.
Monitor Cultural Trends and Contexts
- Stay Current: Use tools like Google Trends or platform-specific insights to stay aware of emerging trends. Be mindful of cultural moments that may resonate with different generations and adapt your content accordingly.
- Understand Context: Be cautious when using nostalgia. Ensure that references are appropriate and resonate with your audience—what works for one generation may not work for another. Test your content to see how it’s received before going all-in.
Co-Create With Your Audience
- Encourage user-generated content (UGC) to involve your audience directly in the cultural narrative of your brand. Ask followers to share their own memories, experiences, or interpretations of a trend, particularly if you’re tapping into nostalgic references.
Foster Meaningful Conversations
- Create content that invites dialogue and reflection. Ask open-ended questions or share nostalgic prompts that encourage followers to recall past experiences or cultural moments they loved. This engagement will help your brand feel more personal and relatable.
Final Thoughts on Generational Social Media Marketing
Bridging generational divides through cultural understanding, including the power of nostalgia, can take your social media marketing from merely functional to deeply resonant.
Nostalgic elements can strengthen emotional connections with Gen X and Millennials while offering a fresh take for younger generations. By creating culturally relevant content, understanding your audience’s generational preferences, and embracing platform-specific trends, your brand can spark meaningful conversations and drive long-term engagement.