Infobip, a global communications platform, has released a new report on generational messaging trends. The report assesses shoppers’ preferences when interacting with businesses, particularly during the Black Friday shopping season.
According to the report, 65% of shoppers under 27 prefer a two-way dialogue with brands, and 83% expect brands to understand them as individuals. At least 86% of all generations expect targeted and relevant communications for a personalized approach for each shopper group.
Black Friday marks the beginning of the Christmas shopping season, offering retailers a prime opportunity to increase sales and strengthen brand presence.
However, creating a successful omnichannel communication strategy that caters to multiple generations can be challenging.
A poorly executed strategy risks alienating potential customers or losing loyal ones. For example, baby boomers may resist repetitive content, while millennials are more open to using newer technologies like chatbots.
On the other hand, Generation X prefers receiving updates on products and services.
At the time of the report’s release, Ivan Ostojić, Infobip’s Chief Business Officer, spoke about the importance of conversational and friendly communication in building customer loyalty. He also highlighted the need for brands to tailor their communication strategies to the unique preferences of each generation.
Key takeaways
- Gen Z and Millennials: Prefer creative and engaging messages with elements of entertainment and humor.
- Gen X and Baby Boomers: Look for straightforward, relevant, personalized messaging. Are less tolerant of repetitive content.
- Chat Apps: More popular with Baby Boomers (68%) than Gen X (57%). Younger generations use chat apps to talk to friends and family and interact with brands.
- Social Media: Younger generations are more comfortable interacting with brands on social media platforms like TikTok and YouTube.
- Voice: A surprising 30% of Gen Z and younger Millennials prefer voice communication.
Understanding these generational preferences is even more critical in the African market, where a youthful population dominates. Countries like Kenya, Uganda, and Tanzania have many young consumers who are becoming a driving force in the economy. Brands must adapt their approaches to engage this critical audience effectively.
