Business must adapt their marketing strategies to capture the attention of different generations, each with unique preferences, habits and values. A Silicon Slopes Summit 2025 panel of industry founders and CEOs tackled this discussion.
Today businesses are challenged with catering to multiple generations, each with distinct preferences, habits, and values. Each generation requires a different approach, and companies that want to be successful must adapt their marketing strategies to capture the attention of each of these generations. A panel at Silicon Slopes 2025 of industry founders and CEOs tackled this discussion.
Jeff Pedersen, Founder, Owner, & CEO at PW Companies, speaking about the cruise industry, highlights the buying behavior of Generation X: "We advertise heavily on board these cruise ships… and we advertise to that, say, 45 to 65-year-old person, and they’re buying sometimes for themselves, but a lot of the time for people back home.”
Pedersen also touches on the emotional aspect of purchasing, stating, “You don’t need to buy a certain pair of shoes… but it’s that feeling you get when you buy it.” To win over Gen X, businesses need to offer a product that also delivers an experience or emotional connection.
Millennials: Digital Natives with a Love for Authenticity
Millennials were early adopters of social media, and platforms like Facebook and Instagram have shaped their purchasing behavior. Nicole Tanner, co-founder of Swig, recalls how the brand initially targeted moms: “We started back in 2010, and TikTok didn’t exist, and it was Facebook and Instagram, and so our general customer was the Gen X.”
However, as social media trends and platforms have evolved, so did Swig’s audience. Tanner reflected on how Olivia Rodrigo's unprompted endorsement skyrocketed Swig to become big amongst Millennials and Gen Z: “We became famous on TikTok… it’s the 18- to 22-year-old now.”
For brands to successfully engage Millennials, staying true to the core values that initially attracted this group is key. Tanner emphasizes, “Your customers will come find you if you are true to what built you.” Authenticity and transparency in branding are non-negotiable, and those who stray from their brand DNA risk losing their customer.
Generation Z is known for appreciating authenticity. Platforms like TikTok are central to their lives and shopping habits. For brands looking to capture the Gen Z market, speed, creativity, and adaptability are the main focus.
Tanner mentioned, “We have lines in Flordia miles away from [Utah] from day one because of TikTok because people are so excited they will drive two hours to get a Swig.” She continued to state, “It’s all about opportunity… capturing that opportunity when it comes… strike fast.”
Beyond quick responses to trends, Gen Z consumers care about the actions of brands. Jason McGowan, CEO at Crumbl argues, “It doesn’t matter what you say, what marketing messages you have. It’s what you do, it’s your actions.” This generation seeks out brands that align with their personal values, whether it's sustainability, social justice, or ethical business practices.
One of the overarching themes in consumer marketing is the need for constant evolution. As Melanie Cox, former CEO of backcountry.com states, “The key to a successful brand long term is that you cannot hit your wagon to one single generation. The generations have to move through your brand.” Companies that remain stagnant risk becoming irrelevant with shifts in consumer preferences.
This statement was seconded by Tanner, who advises brands to remain versatile: “You need to be nimble, you need to be willing to pivot and don’t be stuck on just one idea… be willing to be versatile and change and know your audience, that can change.” Flexibility in branding and marketing strategies allows businesses to grasp new opportunities as they arise.
While each generation has distinct needs, there is a universal truth that applies across the board: brands must meet consumers where they are. McGowan emphasizes this point, saying, “You have to meet your customers where they are at.” Whether it's on TikTok, Instagram, or through more traditional means, companies must adjust their marketing to meet the customer in their own space.