Don't miss out on the latest trends and updates! Subscribe to our newsletter and receive regular updates, exclusive content, and useful tips to keep your industry knowledge up to date.
Generation Z, millennials & co.: understanding and reaching the right target audiences
27 Aug 2025
What really drives today’s consumers? Futurist Herman Konings explains: those who understand how different generations think can create real added value in retail. Generation Z is particularly surprising – they increasingly prefer shopping offline and even inspire older target groups.
“Try to use one generation as a Trojan horse to inspire other generations.”
Your consent is required
To view the video, you must give consent to our Brightcove video player in the privacy policy settings.
Generations at a glance
Generation
Age group (approx.)
Key traits and consumer behaviour
Alpha
0–15 years
First fully digital generation, shaped by virtual habits from birth.
Generation Z
15–30 years
Highly educated, digitally fluent, globally connected, authentic and diversity-conscious. Surprisingly open to physical retail.
Millennials (Gen Y)
30–45 years
Sustainability-focused, embrace the sharing economy (“repair, reuse, recycle”), increasingly active in second-hand markets, post-ownership mindset.
Generation X
45–60 years
Hybrid generation between baby boomers and millennials, no clearly defined profile, diverse consumption habits.
Baby boomers
60–80 years
Financially secure, strong purchasing power and a joy for consumption. Enjoy in-store shopping experiences with more free time.
Silent generation (Pre-War)
Over 80 years
Frugal, cautious consumers, shaped by historical events, less comfortable with technology.
Three practical tips for retailers
Clear target group focus Define your primary target group and create a clear audience profile (persona). Communicate clearly what your brand or product offers specifically for this generation.
Gather personal insights Don’t rely solely on market research. Go where your target group actually spends time – online or offline – and observe their habits and needs directly to develop authentic offers.
Use target groups as multipliers Treat your focus generation as ambassadors for other age groups. A product that appeals to younger consumers can reach parents or grandparents through word of mouth. Leverage cross-generational marketing deliberately.
Herman Konings is a trend analyst, consumer psychologist and founder of the Belgian consulting and research agency Pocket Marketing/nXt. For over 30 years, he has been analysing social change, shifts in values and consumer behaviour across Europe. His key areas of expertise include generational research, decision-making psychology and future-proof consumer trends.
