The COVID-19 generation gap: what it means for marketers

Much has been written over the past several months on how the COVID-19 pandemic has accelerated the digitization of consumer life, and we’ve shared our own perspectives on the topic right here. But when you scratch the surface of this rise of online shopping, you might also see some important nuances, especially as it relates to members of different generations.

Consider this: according to a FirstInsight report on shopping behavior during the coronavirus lockdown, only 8% of Boomers said they were shopping online at all. So, why does this matter at a time when marketers are far more focused on attracting Millennials and Gen Zers? Simple. Boomers have more money, while younger folks have more debt.

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