Many purchase decisions today involve more than one generation, whether it's an adult child researching for an aging parent or a multigenerational household making a shared decision.
Identify Who's Actually Researching vs. Who's Deciding
The person doing the research and the person making the final call aren't always the same, and messaging may need to address both.
Avoid Messaging Built for Only One Age Group
Content that speaks exclusively to one generation's concerns risks alienating the other decision-makers involved in the same purchase.
Provide Content Useful at Multiple Stages of the Decision
Detailed comparison content might serve the researcher, while simple, reassuring summaries might serve the final decision-maker.
Next step: Use the Cohort Tool to see how different age segments within your audience actually engage with the same content.