I don’t remember when the first time was that I felt old, but lately, I get such reminders almost every day: social media trends I miss, slang I don’t understand, memes I can’t relate to…
Of course, at 38, I’m not old. But at the same time, it’s clear to me that when something is marketed as “made for the next generation,” it’s not meant for me, but for younger people.
When I used to think about age-inclusive copy years ago, I thought of it as something for really old people. But hey, looks like it’s for me already!
Some brands are strictly generational. They have a very clear idea of the age group they’re targeting and don’t waste energy on others.
Other brands strive to create multi-generational appeal. So, how can your copy help you achieve this goal?
In this blog post you’ll find:
-An overview of generational preferences. -Tips for a successful appeal to each of the generations out there. -Rules for age-inclusive communication. -Automation solution for multi-generational copy.
Understanding Generational Characteristics
Each generation has its own values, communication styles, and technology preferences. Recognizing these differences is essential for crafting messages that resonate. Here’s a very brief summary of generational preferences:
Gen Z (born 1997-2012): tech-savvy, values authenticity and social responsibility. Digital natives who prefer visual content and short videos.
Millennials (born 1981-1996): seek experiences and brands with strong values, appreciate personalized communication.
Gen X (born 1965-1980): values independence and practicality, prefer straightforward communication and remain loyal to reliable brands.
Baby Boomers (born 1946-1964): value stability and reliability, lean towards traditional communication methods but are increasingly using digital platforms.
Now, let’s look at the generational characteristics in more detail, because deep understanding of your audience is the key.
Gen Z (born 1997-2012)
Gen Z, who grew up with smartphones and social media as part of their daily lives, values authenticity and social responsibility.
They align with brands that genuinely support social and environmental causes, not just those that claim to do so.
For Gen Z, a brand's dedication to social justice, sustainability, and ethical practices is as crucial as its products or services.
If your brand aims at Gen Z, it must be transparent and sincere in your messaging to capture this generation's interest, avoiding any hint of insincerity.
In terms of communication, Gen Z prefers platforms that focus on visual content and short videos.
They favor TikTok, Instagram, and Snapchat, where they both consume and create engaging, entertaining, and educational content.
They appreciate creativity and enjoy brands that tell compelling stories through visually appealing content.
To engage Gen Z effectively, you should design dynamic campaigns that are visually driven and easily shareable in concise formats.
Gen Z also loves interactive and immersive experiences, prompting brands to move beyond traditional advertising.
They respond well to influencer collaborations, interactive social media campaigns, and user-generated content that makes them feel like active participants.
Millennials (born 1981-1996)
Yay, that’s me! We, millennials, prioritize experiences over material possessions. We support brands that reflect our personal beliefs and values.
Growing up during rapid technological changes and economic uncertainty has shaped our expectations.
We seek brands that communicate personally and demonstrate a commitment to social and environmental causes.
We are comfortable with both digital and traditional media but lean towards digital platforms that offer convenience and personalization. You can reach us effectively using email marketing, social media, and mobile apps.
We respond better to content that provides value, whether through educational resources, entertaining stories, or meaningful experiences.
We are more likely to engage with brands that offer opportunities for co-creation, such as interactive campaigns and community-building initiatives.
Gen X (born 1965-1980)
Gen X, often referred to as the "forgotten generation," values independence and practicality, shaped by economic challenges and societal shifts during their formative years.
They appreciate straightforward communication and remain loyal to brands that have proven dependable over time.
For Gen X, brand loyalty hinges on consistent delivery and dependable service, making it crucial for companies to fulfill promises and maintain high standards.
Gen X prefers communication channels that offer clarity and convenience. While they are comfortable with digital technology, they also value traditional methods like direct mail and phone calls, especially for important information.
Email remains a powerful tool for reaching Gen X, as they appreciate detailed content that allows informed decision-making.
Brands that provide clear messaging and prioritize customer service will likely earn the trust and loyalty of this generation.
Gen X values practicality and efficiency, so brands should focus on delivering tangible benefits that address their needs.
This generation responds well to loyalty programs, rewards, and promotions that offer real value.
Baby Boomers (born 1946-1964)
Baby Boomers, a post-war generation that values stability and reliability, have witnessed significant societal and technological changes.
While they traditionally preferred conventional communication methods like print media and television, they are increasingly embracing digital platforms.
This shift offers brands an opportunity to engage with Boomers through a mix of traditional and digital channels.
Despite their growing digital presence, Baby Boomers still appreciate the personal touch of traditional communication methods.
Direct mail, phone calls, and face-to-face interactions remain effective, as they value the personal connection these methods foster.
However, as more Boomers become comfortable with technology, digital channels like email and social media are becoming increasingly important.
If you are aiming at Baby Boomers, make sure your digital content is easy to navigate and provides clear, valuable information.
Yet the most important thing about all generations is that no-one wants to feel excluded or discriminated against.
So the first rule of age-inclusive copy is to avoid age-related stereotypes. And there are many! Sure, as with most stereotypes, age-related stereotypes are largely unconscious — but that doesn’t make them less damaging.
Getting Rid of Age Stereotypes in Brand Messaging
We have written about age-inclusivity before in this blog post and this detailed tone of voice guide with examples, so here let’s just summarize, what does it mean to create age-respectful content.
Opt for neutral terms
When we refer to older individuals using terms like "elderly" or "senior citizens," we often rely on labels that carry significant cultural baggage.
These terms, while commonplace, can inadvertently perpetuate stereotypes that paint older adults as frail, dependent, or out of touch with modern society.
In many cases, these labels fail to recognize the diversity within these age groups, reducing people to a single, often negative narrative.
For example, the term "elderly" can evoke images of vulnerability, isolation, or even incapacity, which may not be reflective of the reality for many people in this demographic.
It can suggest that individuals in this age group need constant care or assistance, when, in fact, many older adults are independent, active, and continue to contribute meaningfully to their communities, families, and workplaces.
Likewise, "senior citizens" can sometimes feel patronizing, as it focuses solely on age rather than the individual's identity, capabilities, or life stage.
The term often brings to mind ideas of retirement homes or government programs, which, while important, don't capture the full spectrum of experiences within this group.
By opting for more neutral and inclusive terms, such as "over-60s" or "older adults," we take a step toward acknowledging the variety of life experiences and perspectives that exist within this age group.
These terms focus more on the individual as an adult, with a lifetime of experiences, rather than reducing them to a label associated with fragility or dependency.
Thus, instead of assuming that all individuals over a certain age are the same, we open the door to more tailored messaging that recognizes different lifestyles, preferences, and needs within the "older" demographic.
This allows for a broader range of engagement, fostering deeper connections with customers who may feel sidelined or misunderstood by overly simplistic or outdated representations.
Consider Context
When crafting language for different age groups, it’s essential to tailor your messaging to the context in which it’s being used. A term or approach that is appropriate in one scenario could feel out of place in another.
For example, the word "elders" is often used in caregiving or community-building contexts, where it conveys respect and acknowledges the wisdom and experience of older adults.
However, it might not be the best fit for a vibrant, youthful brand message, such as one promoting a nourishing night cream.
The term could inadvertently suggest a focus on care or assistance, which may not align with the energetic, rejuvenating tone that the product is trying to convey.
In a beauty or wellness campaign targeting older adults, for example, rather than focusing on broad and often negative concepts like "fighting aging" or "anti-aging," a more effective strategy would be to emphasize specific, tangible benefits.
Highlight how the product addresses fine lines, improves skin elasticity, or enhances overall radiance.
This approach avoids oversimplified notions of "getting older" and instead focuses on empowering individuals to feel their best, showcasing the positive aspects of aging.
Different age groups may have unique attitudes and perspectives towards certain topics, which should be reflected in your messaging.
Younger consumers may be more attuned to skincare that prevents signs of aging, while older adults might be looking for solutions to maintain skin health or reduce visible signs of aging they've already encountered.
Practice Empathy
Empathy is the cornerstone of authentic and effective communication. When we approach messaging with empathy, we move beyond generalized assumptions and truly connect with our audience.
If you are a young professional yourself, consider the people in your life who are older — parents, grandparents, or friends — and reflect on what matters most to them.
For many, it’s not just about their age, but about the joy they find in their daily lives, the connections they maintain with others, or the experiences they continue to seek out.
This human-centered perspective will allow you to create messages that resonate more deeply, touching on shared values, aspirations, and emotions that transcend age.
Some older adults have a more difficult relationship with their age and don’t want to be constantly reminded of it. For others, aging may bring a sense of freedom, wisdom, and purpose.
Many older individuals are not be looking for ways to reverse aging. Instead, they are looking for ways to maintain vitality, pursue new interests, or enjoy the fruits of their hard work and life experiences.
By approaching communication with empathy, you prioritize these genuine aspects of human life, rather than reducing people to a single narrative of aging.
Balance Positivity with Realism
Positivity is undeniably powerful, especially when it comes to communicating with older adults, but it’s important to strike a balance between optimism and realism.
Overly optimistic statements, like "age cannot stop you," while well-meaning, can come across as dismissive of the genuine challenges that people face as they age.
Everyone’s experience of aging is different, and for many, it comes with a range of physical, emotional, and financial challenges.
By glossing over these realities, we risk alienating the very people we’re trying to connect with, making them feel misunderstood or even patronized.
Instead of resorting to blanket statements that may seem out of touch, focus on providing real, tangible benefits that acknowledge the complexities of aging while still offering hope and empowerment.
Rather than claiming that aging is no obstacle, highlight how your product or service helps individuals navigate these challenges.
Show how it can improve quality of life — whether it’s through better health, increased independence, or the ability to stay connected with loved ones.
Positivity in this context should also emphasize choice and agency. Aging doesn’t mean giving up, and it certainly doesn’t mean being passive. Instead of framing it as a fight against time, you can position your offering as something that helps individuals make the most of every stage of life.
For example, you could focus on how your product allows them to enjoy their hobbies, travel, or engage in activities that bring them joy.
The key is to speak to their desires and needs, ensuring that the message resonates with their personal goals, rather than offering unrealistic promises.
Use Humor Wisely
Humor can be an incredibly effective tool for connecting with an audience, but it must be used with care, particularly when communicating with older adults.
Aging is a deeply personal experience, and while some may find humor about growing older empowering or lighthearted, others may perceive it as condescending or insensitive.
Jokes about aging can easily miss the mark if they rely on stereotypes or trivialize the challenges that come with age.
For example, irony and jokes about “senior moments” or "forgetfulness" can be easily misinterpreted as mocking, especially for individuals who are already dealing with the challenges of memory or health issues.
The key to using humor effectively is ensuring that it aligns with both your brand’s tone and your audience’s sensibilities.
Brands that successfully incorporate humor into their messaging often do so by focusing on shared experiences rather than on the act of aging itself.
You can use lighthearted humor to highlight the fun, unexpected moments of life — whether it's navigating technology, embracing new hobbies, or enjoying a good laugh with family and friends — without reducing your audience to a punchline.
Humor can be used to bring lightness to situations that everyone can relate to, such as misplacing your phone or trying to keep up with a new trend. The goal is to build a bond through shared laughter, not to alienate or cause offense.
Furthermore, when using humor, it's important to test it against your brand's style guide and the tone of your messaging. Is the humor in line with your brand's values and personality?
Does it feel inclusive and respectful, rather than exclusionary or patronizing? It’s vital to strike a balance between wit and sensitivity, ensuring that any humor used feels appropriate for both the product or service being marketed and the audience it’s intended for.
A well-timed, thoughtful joke can help create a memorable, human connection, but a poorly executed one can quickly damage your brand’s credibility.
Ultimately, humor should enhance the experience of your audience, not detract from it. When used thoughtfully, it can break down barriers, build relationships, and create a positive atmosphere.
The key is to be mindful of how it lands, keeping in mind that humor is most effective when it’s rooted in empathy and mutual respect.
By ensuring your humor respects the lived experiences of older adults, you can create communications that are both engaging and inclusive, fostering goodwill and building deeper, more meaningful connections with your audience.
In conclusion, crafting age-respectful brand messaging demands genuine empathy and a commitment to recognizing the humanity in your audience.
By focusing on shared experiences and steering clear of stereotypes, you create messages that resonate deeply and genuinely.
Remember, your audience, whether over 60 or under 20, seeks respect and recognition for who they are, not just their age.
Can I Automate Age Inclusivity?
Not only you can, but at Writitude, we already have. Using our Wizard, you can incorporate age-inclusivity, as well as other non-discriminatory practices in your copy with just one click.
After defining the overall text style and emotionality, switch on the inclusivity tabs relevant for your brand.
Voila! Your content writers will receive targeted feedback on their copy making sure that potentially discriminatory or offensive content is flagged at early stage of production before it has actually alienated someone from your audience.
You can further customize your approach to inclusivity with glossaries of required or forbidden words.
Create your first tone of voice guide with Writitude for free!
