Brands
Generations 101
Report summary
Generational identity shapes consumers' purchasing behaviors, preferences and value.
Each generation brings unique consumption patterns and brand expectations to the table. Marketers must understand the similarities and differences to effectively connect with target audiences from the broadest to the most niche.
Based on Morning Consult Intelligence data, this report provides insight into the unique and shared behaviors, attitudes and expectations of consumers across different generations.
Key Takeaways
- Gen Zers are gaining spending power: Rightfully taking their place as a target consumer group for brands, Gen Zers bring digitally-fluent expectations to their consumption habits.
- Millennials are grown up: While many marketers still think of “millennial” as a catch-all term referring to youth, this generation has grown up and is becoming more set in their ways.
- Gen Xers are flying under the radar: With behaviors that largely mirror adults in general, Gen Xers are known as the “forgotten generation,” and often with good reason.
- Baby boomers are slowing their spending: The oldest generation is well into their golden years and boasts higher financial security, but their consumption doesn’t follow suit.
Data Downloads
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Methodology
Morning Consult audience data comes from Morning Consult Intelligence. The platform helps you understand your audience, brand, competitors and market in a way traditional research companies can’t. Learn more here.
The surveys that make up this dataset were conducted July 31, 2023 – July 31, 2024.
For every brand tracked in the Total Buzz brand rankings, survey respondents were asked, “Over the past two weeks, have you seen, heard or read something positive or negative about this brand?” Total Buzz rankings were determined by summing the share of respondents who said they had recently seen, read or heard something about a brand — whether positive or negative. Data shown is rebased by those who reported being aware of each brand. Each score is rounded the hundredth decimal.
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