Targeting the Golden Generations: Best Practices in Generational Marketing

Millennials are on every marketer’s radar and for good reason: there are a lot of them and they have By:C&EN Media Group

Millennials are on every marketer’s radar and for good reason: there are a lot of them and they have spending power. Members of this tech-savvy generation, which came of age in the early 2000s, are professionals, and have provided mountains of insightful content about how to effectively market to their own. So these days, there is much less written about other generations. Understanding what makes them tick can still be critical to your brand’s success.

To better understand those in other generations like Generation X and the Baby Boomer generation, who make up a large part of the population, we’ll look at the era in which each group was raised and how this informs their current buying strategies. To get a clear idea of what motivates them, we will also consider some best practices in generational marketing.



As you read through this, keep in mind how to take these factors into account for your personas. Download our Persona Builder Guide here to help you get started on – or refine – your audience development strategies.


The Baby Boomers

The largest generation grew up furthest from the rise of the internet and digital media. Born roughly between 1946 and 1964, they witnessed the Beatles, Woodstock, and the Apollo moon landing through a brand new, emerging media called television. These events helped to create a free-spirited generation, focused on self-improvement and a rejection of traditional values.

Many Baby Boomers are hitting retirement age, and with their children now out of the house, this generation is spending the most on the newest technologies and is learning more about social media. That being said, the “Boomers” prefer to talk to a real person before making a purchase.

So, now with that background, consider what it takes for the Baby Boomers to make a purchase.

Best Practices for Marketing to Baby Boomers

Choose your words carefully: Don’t you dare use the words “old,” or “senior!” This is the last thing this generation wants to identify as. They want to think about their future goals, staying active and relevant.

Brand loyalty: Remember when Twinkies initially went off the market? You can bet there were some Baby Boomers who went to supermarkets and bought every last box. The majority of baby boomers tend to be more loyal to brands.

Choose your advertising channel wisely: This generation prefers print ads, as they are more tangible than digital ads. Baby Boomers are also more likely to report spam emails.

Less is more: Keep blogs and articles short, as Baby Boomers like content around 300 words.

Small fonts: While they may not like to be called old, their eyesight may not be what it used to. Be sure to use text that is easy to read.

The Generation Xers

Generation X includes those born between 1965 and 1979 and experienced the rise of personal computers, the AIDS epidemic, and rising divorce rates. This generation is at the stage of their lives when they are a little short on cash: they are busy worrying about paying for their kid’s college, making mortgage payments, and saving enough for retirement that’s approaching more quickly than they’d like!

Thus, this generation will be interested in finding a deal and getting a discount. Their experience with personal computers and cellphones make them somewhat tech-savvy. They engage in social media, such as Facebook and Twitter, and are responsive to email. They also like in-person events and peer gatherings.

Best Practices for Marketing to Generations Xers

Transparency is the best policy: Generation X is not swayed by a flashy, aggressive marketing campaign. They may respond more positively to honesty and transparency.

Low tech channels: Some technology may still be new to Generation X and traditional advertising via direct mail can be effective. That being said, email, video marketing, and social media can work for this generation too.

Pinching pennies: Do not underestimate the almighty coupon or savings deal. An emphasis on how a purchase can save them money in the long run would be a good strategy for making a sale.

Play it safe: Protection of their family, friends, homes, and the environment are of paramount concern to Generation Xers. What doe that mean in B2B? Green and environmentally-friendly brands tend to be attractive to them.

Crafting Your Generational Marketing Strategy

Each generation has been affected by their own set of historical events, economic burdens, and technological advances, which influences their decision-making process and the journey toward a purchase. Arming yourself with this knowledge can help you understand what motivates or irritates your potential customers and craft a brand strategy that best suits your target audience.

Even with these tips in mind, nothing compares to talking directly to your clients and potential customers.

Start generating more leads today!

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Sammi Wang

Account Manager
sammi@echinachem.com

Sammi is the General Manager China of eChinaChem, where she has worked since 2005 and previously served as Vice President and Sales Manager. eChinaChem offers news media, conferences and events, as well as education and training services in the chemical, pharmaceutical, and healthcare sectors in China. Before eChinaChem, she worked at GlobalSources as an Account Executive. Sammi received her MBA from the University of International Business and Economics and her undergraduate degree from Yantai University.

Sales Territory: China 

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Kyra Luttermann

Account Manager
kl@intermediapartners.de

Kyra Luttermann is an IT & AI Specialist with a strong academic background, complemented by deep knowledge in Philosophy. She holds advanced training from the University of Oxford in Artificial Intelligence. Kyra excels in AI prompting, consulting, and sales, effectively helping customers reach their target audiences. Since joining IMP and ACS in 2023, she has been instrumental in advancing ACS’s mission, representing the next generation of innovative leaders in the field.

Sales Territories: Germany, Austria, Switzerland, The Netherlands, Ireland, Scandinavia, Belgium, France, Italy, Spain, Portugal, East Central Europe and The Middle East

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Uwe Riemeyer

Uwe Riemeyer is a seasoned Global Media Specialist with over 25 years of experience in media sales, consulting, and planning, primarily for the global chemical industry. Since 1997, he has been affiliated with ACS and operates his own successful media business in Germany. Uwe’s expertise spans all B2B industry segments and related media outlets, supported by a solid foundation in economics and an initial career in the automotive industry. His comprehensive knowledge and strategic insights make him a key player in media planning and consulting.

Sales Territories: Germany, Austria, Switzerland, The Netherlands, Ireland, Scandinavia, Belgium, France, Italy, Spain, Portugal, East Central Europe and The Middle East

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Jim Beckwith

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j.beckwith@jgeco.com

Jim Beckwith brings his skills to ACS after a lengthy media consulting career in both for-profit and non-profit media. He specializes in helping advertising partners “connect the dots” between their marketing/lead generation objectives and the wide range of opportunities in the ACS Media portfolio. Jim works with advertisers based in the Southeast and Eastern U.S.

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Beth Kurup

Beth Kurup is an Account Manager based in Los Angeles, California. She handles marketing programs for clients in the Western United States. Beth’s media and marketing background aid her in creating strategic plans for clients with a focus on details and meeting objectives.  

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Pete Manfre

Account Manager
p_manfre@acs.org

Except for a brief hiatus in 2022, Pete Manfre has been a fixture at ACS since 2015, helping clients navigate the complex B2B digital landscape. Over the years, Pete has gained the trust of many science marketing leaders with his honest and straightforward approach. His unique insights and expertise have benefitted the small companies looking to gain traction with new potential customers and the well-known industry brands looking to elevate their thought leadership and capture bigger market-share.

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Chris Nolan

Chris Nolan has been creating solutions for C&EN and ACS advertisers since 2017. After growing the western US territory to $1.6M from $800k, he was promoted to national sales manager in 2021. He is based in Chicago and covers the central US and Canada. His background in media solutions includes successful production for such well known global media brands as Fortune, INC, Fast Company, The Nikkei, the FT, and The Globe & Mail.

Sales Territories: US Midwest and Northeast East Coast; Canada; Australia; New Zealand and South America

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Account & Marketing Manager
CENBrandLab@acs.org

Mariam is an account manager here at C&EN BrandLab. She works with our clients, art and production teams within C&EN to deliver effective ad campaigns. 

Jordan Nutting Ph.D.

Senior Editor
CENBrandLab@acs.org

Jordan is a Senior Editor at C&EN BrandLab. While earning her Ph.D. in chemistry she also pursued her passion for writing and communication, including a stint as a science reporter during the COVID-19 pandemic. She now funnels her love of words and chemistry into creating compelling science stories and content.

Jesse Harris

Senior Editor
CENBrandLab@acs.org

Jesse Harris is a Senior Editor at C&EN BrandLab. He has been creating internet content since 2016, and has Master’s degrees in both chemistry and chemical engineering. He loves helping STEM experts communicate their science more impactfully.

Shane M Hanlon Ph.D.

Executive Editor
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Shane leads BrandLab’s strategic initiatives and projects. As a conservation biologist turned science communicator and storyteller, Shane brings years of creative and relationship-building experience to BrandLab from his work in the federal government, the National Academies, and scientific membership nonprofits. He is an adjunct professor at the University of Pittsburgh, from which he obtained his B.S. in Ecology and Evolution, and holds a Ph.D. in biology from the University of Memphis.

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Heather co-leads account management at C&EN BrandLab. She utilizes efficiency and strategy when working with our clients and production teams within C&EN to deliver effective and engaging campaigns. Heather has a passion for telling dynamic stories through multimedia communication channels and brings creativity, curiosity, and charisma to BrandLab partnerships. She obtained her B.S. in International Relations from The College of Wooster in Ohio. 

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Managing Director, Sales Strategic Partnerships
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Cynthia Graham-Tappan is an accomplished sales leader with over 15+ years’ experience leading global B2B sales teams within the publishing & media industries.  She has held executive positions with The New York Times, Dow Jones, Agence France Presse, Hearst Corporation and currently oversee Sales & Strategic Partnerships for ACS.   Cynthia has a proven expertise in crafting strategic partnerships, steering high-performing sales teams, and propelling revenue growth. Cynthia also has extensive experience in performance management, market research, digital media monetization, and business development.

Cynthia received her B.S. degree from Towson University and recently completed Executive Education courses with The Yale School of Management and London Business School.  Cynthia resides in Maryland with her husband, and she is a proud mom of four kids.

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Creative Director
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Kenneth is a creative leader with 20 years of experience in in-house and boutique design agencies. He is currently senior creative director for the American Chemical Society’s marketing and communications team. Previously, he was senior creative director for ACS Publications, an international scientific publisher that serves chemistry and related sciences. Kenneth is passionate about translating client business goals into impactful and innovative advertising solutions. Under his leadership, ACS has won numerous awards and accolades for its exceptional design work.