The Generational Chasm: Marketing in the Age of Gen Z and Boomers

Marketing in the 21st century requires speaking to two of the largest and most influential consumer groups in history: Baby Boomers (born 1946-1964) and Generation Z (born 1997-2012). The challenge? They might as well be from different planets. Boomers are the wealthiest generation, defined by decades of brand loyalty and trust in traditional media. Gen Z are true digital natives, defined by social authenticity and an 8-second attention span.

A “one-size-fits-all” marketing campaign is no longer just inefficient; it’s a guaranteed failure. A campaign for an online casino that targets a Boomer with a TikTok dance will fail just as hard as a campaign that targets Gen Z with a long-form email about security protocols. To succeed, marketers must run two fundamentally different playbooks built on a deep understanding of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) as each generation defines it.

The Platform & Search Divide: Where to Find Them

The most obvious difference is where these generations spend their time. This is not just about one generation “online” and the other “offline.” They are both online, but they inhabit entirely different digital worlds.

• Gen Z’s “Digital Home”
  • Primary platforms. TikTok, Instagram (Reels, Stories), YouTube (Shorts), Snapchat, and Discord.
  • Communication style. Fast, visual, and ephemeral. They communicate in memes, short-form videos, and user-generated content (UGC).
  • Key insight. For Gen Z, social media is the search engine. They use TikTok to find reviews, “how-to” guides, and product recommendations long before they ever go to Google.
• Boomers’ “Digital Home”
  • Primary platforms. Facebook, YouTube (long-form), and Email. They are also the largest remaining consumers of traditional media (cable news, print).
  • Communication style. Informative and direct. They prefer to read in-depth articles, watch detailed “how-to” videos, and receive structured information via email newsletters.
  • Key insight. Boomers use digital platforms with a clear purpose. They are not aimlessly scrolling; they are connecting with family, researching a planned purchase, or managing their finances.

Understanding this platform divide is the first step, but it’s the difference in their core values that dictates the entire strategy.

The E-E-A-T Divide: How They Build Trust

Beyond the platform, their core values—what they look for in a brand—are often in direct opposition. These values dictate how you must build E-E-A-T for each group.

• Building Trust (E-E-A-T) with Gen Z
  • Experience & expertise. Gen Z does not trust brands; they trust people. Trust is built through User-Generated Content (UGC). An unpolished video from a real customer is more credible than a multi-million-dollar ad.
  • Authoritativeness & trustworthiness. This is all about authenticity and social values. They will research a brand’s stance on environmental issues, diversity, and social justice. A brand that is “fake” or “performative” will be publicly called out and “canceled.”
• Building Trust (E-E-A-T) with Boomers
  • Experience & expertise. Boomers trust brands, history, and experts. Trust is built through consistency and quality. Has this brand been around a long time? Are there expert reviews (e.g., from a trusted publication)?
  • Authoritativeness & trustworthiness. This is built on reliability and security. They want to see trust seals, money-back guarantees, clear contact information (a phone number!), and third-party awards. They are highly skeptical of “new” and unproven claims.

This core difference in worldview dictates every practical aspect of your marketing, from content format to tone of voice. This table breaks down the practical differences that stem from their opposing values.

A marketer must internalize this table. A Boomer sees an influencer post as a frivolous ad; a Gen Z sees a “Top-Rated” award as irrelevant corporate fluff.

The Content Divide: How to Speak to Them

You cannot use the same language for both audiences. Your message must be crafted to reflect their unique communication styles and values, using formats they are comfortable with. Here is a list of practical Dos and Don’ts for each.

• When Marketing to Gen Z:
  • DO: Use video. Be brief. Show, do not tell.
  • DO: Partner with micro-influencers who have a genuine, engaged community.
  • DO: Embrace “low-fi” content. A video shot on a phone feels more real.
  • DON’T: Use corporate jargon, be overly polished, or try too hard to “sound young.”
  • DON’T: Be silent on social issues. Silence is seen as complicity.
• When Marketing to Boomers:
  • DO: Use clear, easy-to-read fonts and simple navigation.
  • DO: Emphasize security, guarantees, and customer service.
  • DO: Use testimonials from people they can relate to.
  • DON’T: Use slang, memes, or assume they are not tech-savvy (they are, just on different platforms).
  • DON’T: Be vague. Clearly state the product, the price, and the value.

These guidelines are not just about aesthetics; they are about directly addressing the trust signals each group looks for.

From Chasm to Connection: Creating Two Playbooks

The marketing landscape is not divided by age, but by worldview. Boomers see a brand as a promise of quality to be trusted. Gen Z sees a brand as a person to be vetted for their values.

The only way to succeed is to stop thinking about a “target demographic” and start thinking about “target communities” with unique languages, platforms, and value systems. Your brand must become bilingual, fluent in the language of authenticity for Gen Z and the language of reliability for Boomers.

Look at the creative for your next ad. Who is the “hero” of the story? If you are targeting Boomers, the hero should be your product and the expertise of your brand. If you are targeting Gen Z, the hero must be the customer and the authenticity of their experience. If you cannot tell the difference, you are not marketing to either of them.