We're All Part of Generation D by Microsoft Advertising Brand Studio

“Every generation is responding differently to COVID-19 based on the experiences they’ve had in their lives thus far”

Too many think pieces are pushing a narrative around how Covid-19 is speeding up the new normal or creating "Work From Home" environments faster than businesses were prepared. While there is truth to this, many leave on the rose-colored glasses and don't look at the different demographic behavioral patterns as a result of Covid-19 or the unifying factors driving a monoculture as a result of the Pandemic. Here's what we at Microsoft Advertising have noted regarding the generational differences and similarities as a result of Covid-19. Overall we looked at:

1. Generational Differences
2. Generational United: We're all part of Generation "D." D = Devices.
3. Trends and Expectations

Let's start by looking at a few of behavioral differences based on different Generational Differences based on demographics:

Generation Z:

• Gen Z recognizes the COVID-19 as the most impactful event of their lives much like how the Great Depression shaped the Silent Generation.
• Gen Z admits the coronavirus has shaped their worldwide view on race, gender, partisanship and education.
• Gen Z is most concerned about the health of our nation and the health of their families.

Millenials:

• ?This generation has now dealt with four major crises including the dotcom collapse, 9/11, 2008 recession and now COVID-19.
• ?As a result, Millennials make up 40% of “work martyrs”, the group who throws themselves at work to generate capital and cares less about domesticity.
• ?Millennials are the generation that doesn’t own, but rents; holds down jobs, but not careers; and pays off student loans, not mortgages.

Generation X:

• Every generation responds differently based on the experiences they’ve had in their lives.
• Survey revealed that 77% of Boomers and 67% of Millennials think they are unlikely to catch the virus.
• Gen X, the “sandwich generation,” has the stress of both taking care of children and parents while also being concerned about paying the bills.

Boomer Generation:

• ?Based on survey from STAANCE, Baby Boomers were least likely to worry about contracting the virus with 43% saying they were concerned vs. 53% of Millennials and 54% of Generation X.
• ?Where Boomers are getting their information from plays a role in their willingness to change habits.
• The role reversal of kids now being concerned about parents is starting to be recognized.

But this is where differences stop and unifying factors among all generations begins. And those unifying factors start with the letter D for "Devices." Let's take a look at how we are all becoming part of Generation D as a result of this global Pandemic.

Watch last week's Digital Brainstorm all about SHOPPING FROM HOME...

Regardless of generation, people are relying on devices more to both inform and distract amidst COVID-19

Most data and research from the past decade showed how different generations did different things based on communication mediums. What we're now seeing are that all generations are bound by similar behaviors based on the unifying factor of devices. In all of this a majority across all generations are passing the time doing the following:

Watching Online Videos = 48%

Watching Streaming TV = 40%

Watching Broadcast TV = 44%

Streaming Music = 32%

“COVID-19 has hit fast forward on many trends that were already emerging”

Generation Device is driving the following trends in various industries...

1. Long term winners in advertising are those planning, not panicking. Combining creativity with unique platforms where audiences are: “We’ve just had a decade of innovation in six weeks.”
2. COVID-19 put a microscope on healthcare and provided visibility into biotech: "Democratization of healthcare via Telehealth."
3. The [tech] future we imagined for 2030 has been pulled forward to the present: “If something isn’t online, it doesn’t exist.”
4. More important force in the economy is what people want, that drives everything: "Consumer confidence placed at center of decisions."
5. Less about new behaviors and more about accelerated trends in Retail: "The world is seeing the importance of supply chains."
6. Future of Financial Services lives at the intersection of life and money: "Interconnection of financial markets, economies, public health and mental health on global scale."

Want more insights to help with your brand strategy, business planning and digital advertising strategy? Check out MicrosoftAdvertising.com/Covid or subscribe to our daily audio briefing, Insights with Microsoft on Apple Podcasts, Google Podcasts and Spotify.

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Tune into our weekly Digital Brainstorm every Thursday at 1pm ET / 12 noon CT / 10am PT here on LinkedIn with Aya and Geoff of the Microsoft Advertising Brand Studio