Generational marketing today requires more than surface-level labels. It demands a deeper understanding of the cultural, economic, and behavioral forces shaping how people connect, buy, and belong. Decoding Generations is an ongoing series helping marketers make sense of those forces.
Developed by Ovative Group in partnership with generational researcher Kim Lear, this series turns generational insight into clear direction for how brands can authentically reach and engage each generation. Explore the deep dives below to understand what meaningful connection looks like for your audience.
Generation Z: The Paradoxicalists
Gen Z lives in contradiction. They’re thriving and anxious, wealthy and uncertain, connected yet lonely. They hold competing truths as they navigate identity, ambition, and connection in a world that never slows down. Inside, marketers will find nuanced insight into the paradoxes shaping Gen Z’s values, along with actionable guidance for authentically reaching and engaging them.
Millennials: The Optimistic Realists
Deep dive coming soon.
Gen X: The Independent Pragmatists
Deep dive coming soon.
Baby Boomers: The Legacy Builders
Deep dive coming soon.
Generation Alpha: The Explorers
Deep dive coming soon.
Navigate Generational Marketing With Confidence
Generational insight only matters when it leads to better decisions. Need help building actionable strategies to reach your audience? Our media strategy experts are here to help.
