How different generations interact with brands and what they expect

Community, community, community! Are you sick of hearing about it yet?

As much as I often think these buzz topics are just another distraction, I actually can get on board with this one. And that’s because it’s actually never not been true, it’s just grown in demand of recent.

Branding has always been about connection, but how we connect has evolved. Big time. 

It’s not just about telling a story (what now I hear you say), it’s about knowing your audience so well that you can speak their language, whether that’s through storytelling or creating an unmistakable ‘vibe.’ 

And that’s why the brands that succeed in 2026 will be the ones that truly understand their customers and adapt their approach accordingly.

Personally I totally welcome it because I am sick to the back teeth of being bored by boring content and same same same everywhere I turn.

But, it’s no longer enough to have a one size fits all message. And that’s what I’m going to talk to you about today.

I actually really geek out on this type of stuff!

Different generations engage with brands in completely different ways. 

Some crave meaning and answers, while others seek alignment with the energy or aesthetic a brand gives off. That’s why it’s so important to figure out exactly who your customers are and tailor your content to their expectations and preferences.

After all, if you’re not playing into your customer’s specific needs and preferences, you’re leaving them room to scroll past or choose someone else. 

Building that connection starts with understanding their priorities and meeting them where they are, whether they’re seeking depth, a sense of belonging, or just a vibe that feels right.

So, here’s a breakdown of each generation, which I thoroughly enjoyed researching. I could also see the relevant memes in my mind, ha.

Boomers (1946 - 1964) - Trust and Reliability over trends

Boomers grew up in a world of traditional advertising, where trust and quality were paramount. They value clear, honest communication and appreciate brands that prioritise functionality and longevity over flashy marketing. Boomers are loyal customers, but that loyalty must be earned through consistency and excellent customer service.

This generation tends to interact with brands through more traditional channels like email or even face to face interactions. While they are active on platforms like Facebook, they’re less likely to be drawn to any trend driven content (a.k.a they just don’t get it). Boomers focus on practical benefits and expect a straightforward shopping experience without unnecessary gimmicks.

Unlike younger generations, Boomers are less concerned with how a brand makes them feel and more focused on what it can do for them. They prioritise practicality and clear value, making them less interested in storytelling or aesthetics.

Gen X (1965 - 1980) - An independent and savvy consumer

Gen X is a generation of independent thinkers who tend to approach brands with skepticism. They’re pragmatic and value efficiency, preferring brands that provide clear information and a seamless shopping experience. Having witnessed the rise of digital marketing, they’ve become adept at researching products, reading reviews, and comparing options before committing to a purchase (what a pain in the arse they are).

While Gen X engages with brands online, they still value having the option for human interaction when needed. They are less easily swayed by flashy campaigns and instead look for authenticity and practicality in marketing. This generation appreciates loyalty programs and meaningful benefits, but they’re quick to spot insincerity in marketing efforts.

Compared to Millennials and Gen Z, Gen X seeks substance over style. They may enjoy a good story but only if it’s backed by real, tangible value.

Millennials (1981 - 1996) - The Story driven generation

Millennials are known for being story driven consumers who deeply value authenticity and purpose in branding. For them, it’s not enough for a product to work, they need to know the “why” behind it. They expect brands to align with their personal values and are drawn to companies that demonstrate social responsibility, sustainability, and inclusivity.

This generation interacts with brands primarily through social media platforms. They want brands to engage with them meaningfully, whether that’s through behind the scenes content, Q&A sessions, or influencer partnerships. Millennials also rely heavily on reviews and testimonials to inform their purchases, and they want every interaction with a brand to make sense within a larger narrative.

Unlike Gen Z, who is more focused on vibes and aesthetics, Millennials need a cohesive story. They want to feel connected to a brand on a deeper level and look for authenticity in every step of the customer journey.

Gen Z (1997 - 2012) - The Vibe centric digital natives

Gen Z is the first generation to grow up fully immersed in digital culture, making them true digital natives. They interact with brands primarily through platforms like TikTok, Instagram Reels, and YouTube Shorts, favoring short, engaging, and visually appealing content. For Gen Z, it’s all about the vibe, a brand must feel right to them on an emotional and aesthetic level.

This generation values authenticity and individuality, and they gravitate toward brands that reflect their identity. They care deeply about social issues, including diversity, inclusion, and sustainability, and expect brands to demonstrate these values transparently. Unlike Millennials, who are driven by stories, Gen Z prioritises how a brand makes them feel and whether its energy aligns with their own.

Gen Z’s interactions with brands are fast paced and creative. They enjoy engaging with gamified shopping experiences, memes, and interactive content. They have little patience for traditional advertising or overly polished campaigns and instead look for brands that are real, relatable, and in tune with the latest cultural trends.

Some interesting stats I came across… 

• 22% of Gen Z rely on recommendations from influencers to build a relationship with a brand

• Gen Z and Millennials prefer personalised product recommendations more than other generations

• 51% Gen Z find new brands through TikTok

• 60% of Boomers prefer in store shopping

• 73% of Boomers rate brand reputation as their top criteria, with Gen X rating it at 68%. Gen Z, place brand reputation on their list at 40%

• 28% of Gen Z choose in store shopping, the least among all groups

• Gen X shows a preference for brands with airtight data protection policies, while Boomers similarly align with brands that safeguard their personal information.

• Millennials give their loyalty to brands demonstrating respect for their workforce.

• 82% of Gen Z are more likely to purchase from brands that advocate for social equality

• 81% of millennials place the treatment of employees as their top factor when making purchase decisions.

• 87% of Gen X say data protection is the primary factor influencing their brand loyalty and purchase decisions. 

• 90% of Boomers look for brands that will protect their personal data

• 38% of Boomers are reluctant to endorse the use of artificial intelligence by businesses. 

• All generations agree that the quality of products is most important when maintaining loyalty to a brand.

So what can you do with this info?

Basically, you really need to think about who your customers are. 

Knowing information like what generation your customers are from just continues to inform what you need to be putting out there for your brand. 

I wonder what generation Alpha will be swaying towards in the future…I actually dread to think!