Happy Sunday Fam!

Are we rested? Are we thriving? 

It’s raining here in Chicago after a week of our own indian summer. I am READY for Fall. I’d like to wear all of my new fits from Nuuly pls and thank you. (in my rental and sustainability era)

I am also ready for fall, because….my wedding is in fall! November 8th is the big day!

And in the spirit of wedding season, this week, I made my first Kith purchase (cue applause). Shoutout to my retention bestie Eli Weiss for the inspo, my Dude of Honor Emmett Bamba for not-so-gently pushing me onto the streetwear train, and the ultimate nudge from Alexandra Dixson that finally sealed the deal.

So, what did I purchase? I am so happy you asked! These ridiculously cute heart shoes that scream, “I’m fun, I’m sassy, and I’m full of love.” Perfect for the party portion of the wedding.

Now, I know you didn’t sign up for a breakdown of my wedding wardrobe, but hang with me—it’s all connected.

My first Kith purchase got me thinking about my purchasing habits as a Millennial, especially compared to Gen Z. And honestly, it’s something we should all be thinking about as we explore consumer behaviors and how to effectively market to these two power-packed generations.

Millennials, with our established careers, tend to drop cash on big life milestones—think homes, weddings, and families. And let’s be real, we’re also no strangers to the impulse buy. Meanwhile, Gen Z, just starting out in their careers, may not have the same spending power, but they’re already influencing household purchases like pros. They’re also more likely to do a deep dive into research before hitting ‘buy,’ with nearly half waiting a few days to make sure that online find is really worth it.

So, with that said, let’s break down how marketing to each generation varies….

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Generational Spend-Off

Consumer Behavior & Purchase Motivations

Millennials:

Let’s dive into Millennials, the OGs of avocado toast and convenience culture. These folks love a good deal, and who can blame them? They’ve got their careers sorted and now it’s all about making life easier. “Free delivery” is basically magic to their ears—48% are more likely to hit that ‘buy now’ button when shipping’s on the house.

But don’t think it’s just about saving a buck. Millennials are fiercely loyal, especially to brands that align with their values. If your brand is all about sustainability or giving back, you’ve got them hooked—half of them will go out of their way to support you.

Let’s talk impulse buys. A whopping 61% of Millennials are all about those “I didn’t need it, but I wanted it” moments. Whether it’s a flash sale or a must-have item popping up on their feed, they’re clicking ‘add to cart’ faster than you can say retail therapy.

Gen-Z:

Now, onto Gen Z—the digitally native wizards who practically live on social media. If Millennials are swayed by free shipping, Gen Z is all about those YouTube, Instagram and TikTok recommendations. These guys don’t just browse; they let social media guide their shopping. A whopping 75% of them follow influencers, and a solid 33% have made purchases because their favorite social media influencer told them it was cool. They’re good at spotting the real ones, and authenticity is their middle name.

But don’t think you can pull a fast one on them. Gen Z does their research. Unlike Millennials, who are more prone to impulse buys, Gen Z takes their time. They’ll spend days researching, checking reviews, and making sure that item is worth every penny. They’re less impulsive, more skeptical, and highly value transparency, so if you want to win them over, you’ve got to be real, transparent, and willing to let them take their sweet time .

Marketing Strategies Tailored to Each Generation

Targeting Millennials:

If you want to win over Millennials, you’ve got to speak their language. Loyalty programs and special offers? Absolutely. These folks love feeling like VIPs, so when a custom discount lands in their inbox, it’s like a little gift from the universe. And let’s be real—email is still a big deal for them. They might be checking it first thing in the morning, right after that first cup of coffee. It’s not just about blasting deals, though; it’s about making them feel connected to your brand.

But don’t stop there. Millennials are deeply invested in social causes, so if your brand is making a positive impact, don’t be shy about it. Half of them will actually go out of their way to support a brand that aligns with their values. So, if you’re doing something good in the world, make sure they know about it.

And here’s where I like to personally thrive—they’re all about the seamless experience. Whether they start browsing on their phone, switch to their laptop during a work break, or decide to pop into your store, make sure it’s a smooth ride all the way through. If you can capture them in the moment, you’ve probably got a sale on your hands.

Targeting Gen Z:

Now, Gen Z—they are their own game. Forget about email; if you’re not on TikTok or Instagram, you might as well not exist. These guys live and breathe social media, and if you’re not showing up in their feed, someone else will. They’re following influencers, and what those influencers say matters—a lot. If you’re not partnering with them, you’re missing out on a massive opportunity.

But here’s the thing with Gen Z: they’re experts at spotting anything fake. They crave authenticity, and if your brand can’t deliver that, they’ll move on without a second thought. What really gets them excited? Interactivity. They don’t just want to buy a product; they want to be part of the brand story. Whether it’s through user-generated content or social commerce, make sure they feel involved.

And don’t forget—reviews and testimonials are their holy grail. They’re the generation that will scroll through endless reviews before hitting ‘buy now,’ so let your satisfied customers do the talking. Stack up those 5-star ratings, and you’ll win their trust—and their wallets.

Bridging the Gap: Marketing to Both Generations

We’ve covered how Millennials and Gen Z differ, but you don’t need two separate strategies to reach them. The common thread? Authenticity and social responsibility. Both generations value brands that are genuine and stand for something real, so let your brand’s true personality shine.

Use social proof like reviews and user-generated content to build trust. Both groups rely heavily on what others say about your brand. When it comes to content, find universal themes—whether it’s nostalgic stories for Millennials or meme-worthy moments for Gen Z. Adapt your message to fit each platform’s vibe, but keep your core brand consistent.

Two Brands CRUSHING the Gap:

Poppi is a brand that excels at this. Their authentic, health-focused message resonates with Millennials (and bringing our FAVORITE celebs into the mix. POSTY!), while their vibrant social media presence grabs Gen Z. By encouraging UGC, they build trust across both demographics without needing separate strategies.

Nutter Butter’s TikTok is honestly a masterclass in connecting with both Gen Z and Millennials by embracing unapologetically quirky, weird AF content and slightly unhinged but without the perfect prim and proper ways of doing it. Their random, meme-driven humor taps into Gen Z’s love for offbeat, absurd content that doesn’t take itself too seriously. Simultaneously, they smartly weave in nostalgic, retro-style memes that resonate with Millennials who remember the brand from childhood. This blend of bizarre humor and nostalgia allows Nutter Butter to engage both generations in a fresh, yet comfortingly familiar way.

@officialnutterbutter

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That’s that on this week’s take on generational buying habits and how we can market to them. I hope you enjoyed my takes from my corner of the internet!

And as always, if you have any questions or things you want answers to in this newsletter, please hit the “reply” button and send them over or hit that link below for my form!

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Same time, same place next week?

Jess

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UPCOMING EVENTS

1. Nancy and I are hosting a Customer Service Appreciation week dinner! If you are a Retention or CX operator and in NYC, this one is for you on October 8th. RSVP HERE

2. A FUN AF Shoptalk party. Casino Night for Shoptalk Fall in Chicago on October 16, 2024! RSVP HERE

3. Come to NYC on November 14th for SheInnovates 2! If you are a woman in ecommerce, this one is for you. Snag your tickets here.

4. I will be hosting a new and improved AfterHours LIVE on Monday, Sept 16th at 530pm CST on Linkedin. RSVP HERE 

DOPE JOBS OF THE WEEK…

I posted quite a few roles in Friday’s Dope Jobs post here.

Additionally, I have a lead for a great Influencer Marketing Manager role with one of my client’s. This company is a fast growing CPG company and with some really awesome humans. Reply to this email if you are interested!

Flowium is looking for a Graphic Designer

Campo Grande is looking for a Director of Retention

Yotpo has a VERY great job board here

BEST PIECE OF CONTENT I’VE SEEN THIS WEEK…

An oldie, but a goodie. Why CX is your life line…

👐 BONUS CONTENT 👐

This week, I released an epi Megan Fitzgerald of Talea Brewing, a female-founded brewery making waves in the industry. All I can say is, GIRLS TO THE FRONT!

Be sure to follow along on my YouTube, Spotify and Apple Podcasts.