While negative impressions we’ve gleaned from stories across our lifetime become increasingly difficult to change as we age (the negativity effect), psychology’s Socioemotional Selectivity Theory demonstrates that our pursuit of meaningful goals increases. Likewise, so does our preference for more positive storytelling and disregard of messages with a negative slant (positivity bias). Other generational trend research suggests older adults are more attuned to the specifics of when a story occurred, while younger adults are more attuned to why a story took place.
You may be thinking, “Aren’t these minute details?” The answer is no—understanding generational diversity and how to uniquely tailor messages is key in marketing-based storytelling. Each major generation filters marketing messages differently, shedding light on how psychology drives impactful storytelling for each group.
Baby boomers
Baby boomers, born 1946-1964, are often associated with traditional media consumption and tend to value narratives that resonate with their personal experiences and provide a sense of nostalgia. Research suggests that this cohort responds to emotionally driven narratives that tap into their aspirations, ideals and core values.
Additionally, linear storytelling formats, like television shows or movies with clear plot lines, resonate with them. To enhance comprehension and recall, marketers targeting this cohort can incorporate familiar cultural and historical references and use clear, straightforward messaging techniques. Here’s a great example from Whole Foods.
Storytelling tactics: Since baby boomers engage on mobile as well as print, TV and direct mail, how you frame information is more important than where. Having amassed wealth, they need messages that clarify the benefits their spending will provide. Value-based, easy-to-follow stories—with nods to cherished pastimes—are great for this group.
Gen X
Sandwiched between baby boomers and millennials, Generation X, born 1965-1980, is often drawn to messages that reflect their independence, resilience and skepticism toward invasive advertising techniques. As the smallest and oft-cited “forgotten” generation, marketers should avoid neglecting this cohort in favor of their generational neighbors; Gen Xers carry impressive buying power at about 31% of the country’s total income.
Companies should showcase personal growth, overcoming obstacles and the transformative power of their products and services—like how Target acknowledged Gen X and incorporated a touch of nostalgia in their Star Wars merchandise promo. Gen Xers also respond well to interactive content, utilizing digital platforms and social media to share experiences and connect with brands they trust.