Multigeneration relevance: Unicorn or possibility for today’s digital first brands

Date: 29 April 2025

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Gen Z had just settled into its role as the new lead, the new Avenger of our multiverse of marketing madness, when Gen Alpha walked in through the door. As brands globally strive to be more and more relevant & engaging straddling the divide of Millennials, Genz or Gen Alpha, Decrypt decodes the need for multigeneration relevance Multigeneration Relevance: A Unicorn or a Real Possibility for Digital-First Brands? In today’s fast-paced and digitally-dominated world, brands are often laser-focused on catering to specific demographics—be it Millennials, Gen Z, or Boomers. However, the concept of achieving multigeneration relevance, where brands resonate equally across age groups, stands as both an alluring opportunity and a significant challenge. Is it an elusive unicorn, or can digital-first brands genuinely connect with consumers spanning multiple generations?


The Appeal of Multigeneration Relevance

Brands that manage to achieve multigeneration relevance enjoy several advantages:

  • Broader Customer Base: By appealing to multiple generations, brands significantly expand their market reach.
  • Customer Longevity: A multigenerational approach ensures brand loyalty across life stages.
  • Cultural Impact: Cross-generational resonance enhances a brand’s ability to shape culture and remain relevant.

The big question remains: Can digital-first brands, given their heavy reliance on technology, achieve this?

Key Data Points Supporting Multigeneration Strategies

Several statistics illustrate the potential—and the hurdles—digital-first brands face when striving for multigeneration relevance:

  1. Generational Influence:
    According to Deloitte, over 70% of purchasing decisions in multigenerational households are influenced collectively, with younger generations driving awareness and older ones approving purchases. This highlights the importance of messaging that resonates across age groups.
  2. Technology Usage Across Generations:
    Contrary to stereotypes, technology isn’t just the realm of the young. A Pew Research Center study shows that 73% of adults aged 50-64 own smartphones, while 45% of those 65+ engage actively on social media platforms like Facebook. Brands catering to older consumers through digital channels can unlock significant opportunities.
  3. Emotional Connection is Key:
    Research from Nielsen highlights that ads with emotional appeal perform 33% better across all age groups. Multigenerational messaging isn’t just about using the right platforms—it’s about tapping into universal values such as family, trust, and shared aspirations.
  4. Preference for Convenience:
    Across generations, convenience reigns supreme. A report from McKinsey found that 65% of online shoppers (spanning multiple age groups) prioritize fast delivery and seamless transactions, underscoring the need for streamlined user experiences.
Challenges for Digital-First Brands

While the potential is evident, obstacles remain:

  • Generational Nuances: Each generation has distinct values and communication preferences. For instance, Gen Z leans toward short-form video content, whereas Boomers may prefer detailed, educational materials.
  • Risk of Alienation: Efforts to appeal broadly can dilute brand identity, leading to weaker connections with specific demographics.
  • Technological Barriers: Despite increasing tech adoption, older generations may still face challenges navigating complex digital ecosystems.
Strategies for Achieving Multigeneration Relevance with Decrypt

To turn multigeneration relevance into a reality, digital-first brands can employ these strategies:

  1. Segmented yet Unified Campaigns:
    Tailor campaigns to resonate with individual generational needs while maintaining a consistent brand voice. For example, Coca-Cola’s “Share a Coke” campaign used personalized messaging across platforms to engage diverse age groups. Decrypt helps identify your core customer, market size as well as understand their usages & attributes to build multigenerational relevance
  2. Leverage Omnichannel Approaches:
    A Salesforce report reveals that 76% of consumers expect consistent experiences across all touchpoints. Integrating offline and online strategies allows brands to cater to varying levels of tech-savviness. Decrypt can help understand this through our Media & Marketing Mix solution
  3. Universal Themes and Stories:
    Focus on storytelling that revolves around shared values, such as sustainability, connection, or joy. Procter & Gamble’s campaigns around family and cleanliness have effectively transcended generations. Discover a new way of storytelling by understanding & predicting subconscious consumer response to your stories with our neuromarketing solution Dialogue
  4. Empathy-Driven User Interfaces:
    Make digital platforms intuitive and accessible. Including features like larger fonts, voice assistants, and simplified navigation can help older generations engage with digital-first brands more effectively.
The Verdict: Unicorn or Possibility?

While achieving multigeneration relevance is no easy feat, it’s far from a mythical unicorn. The data shows that with strategic investments in technology, storytelling, and user experience, digital-first brands have a unique opportunity to break generational barriers.

The key lies in balancing innovation with inclusivity—embracing the digital while staying attuned to the timeless desires of human connection. For today’s digital-first brands, multigeneration relevance is not just a possibility—it’s a competitive edge waiting to be seized.

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