Generational stereotypes are a convenient shorthand, but leaning on them too heavily tends to produce marketing that feels reductive to the very audience it's meant to reach.
Recognize the Wide Variation Within Any Generation
Any age cohort contains enormous diversity in values, income, and lifestyle, which broad generational stereotypes tend to flatten.
Focus on Life Stage and Behavior Over Age Alone
What someone is actually doing in their life — raising kids, starting a business, retiring — often predicts their needs better than their age category.
Test Assumptions Against Real Data Before Committing
Checking whether a generational assumption actually holds up in your own audience's behavior prevents building a campaign around a flawed stereotype.
Next step: Use the Cohort Tool to check whether real behavioral data supports or challenges a generational assumption you're making.