Should marketing strategies for Gen Z and Millennials be different?

During my days at NTUC Link years ago, I recall helping Lenskart.com devise a plan to execute viable marketing strategies based on two target demographics, and I found some key differences in how one might approach marketing to Gen Z and Millennials. Here's a comparison of marketing strategies for eyewear for these two generations:

1. Social Media Dominance:

Gen Z (born mid-1990s to early 2010s): Known for being highly active on social media platforms like TikTok , Snapchat and Instagram , reaching this generation would involve creating visually appealing content, collaborating with influencers, and running engaging social media campaigns. Using user-generated content encourages customers to share their eyewear selfies.

Millennials (born early 1980s to mid-1990s): Millennials were early adopters of social media, so they are also active on platforms like Instagram and Facebook . They tend to respond well to content that's more informative and value-driven so highlighting the durability, UV protection, and style of different eyewear is key.

2. Sustainability and Ethical Practices:

Gen Z: Sustainability seems to be a top concern for Gen Z. They appreciate brands that are eco-friendly, use sustainable materials, and engage in ethical practices. Emphasising a commitment to sustainability in marketing messages, and showcasing environmentally friendly aspects of products are key.

Millennials: While Millennials also care about sustainability, they are more likely to be influenced by brands that have a proven track record of ethical practices. Sharing a brand's history and efforts towards sustainability may gain their trust.

3. Personalisation:

Gen Z: Gen Z values individuality. Offering customisable options for eyewear, allowing customers to choose frame colours, lens types, and accessories encourages personal expression through user-generated content and contests that highlight unique styles.

Millennials: Personalisation is also appealing to Millennials, but they tend to appreciate classic styles with a modern twist. Highlighting how eyewear can be a blend of timeless design and contemporary trends is key.

4. Price and Value:

Gen Z: With many being more budget-conscious due to economic factors, offering affordable options and highlighting the value for money in marketing messages while running limited-time promotions and flash sales are key.

Millennials: Millennials are willing to invest in quality products that offer long-term value. Emphasising the durability and long-lasting nature of the eyewear, even if they come with a higher price point is key.

5. Influencer Marketing:

Gen Z: Collaborating with micro-influencers who have a genuine and relatable presence is key, as many are often skeptical of overly polished influencer content and appreciate authenticity.

Millennials: Partnering with influencers who have established credibility and can provide in-depth reviews and recommendations, as Millennials tend to trust influencers who have a track record of expertise in their niche.

In conclusion, while there are some differences in marketing strategies for different generations, it's important to remember that individuals within each generation can have diverse preferences. Effective marketing campaigns often involve a mix of strategies that cater to various age groups and demographics within Gen Z and Millennials. Additionally, staying updated on evolving consumer trends and preferences is crucial to successful marketing in the fashion industry.

What are your thoughts and experiences on this?