We have extensively discussed the Baby Boomer, Generation X, Millennial, and Generation Z groups, but… do we truly understand the differences that demarcate the boundaries between each generational group?
Today, we would like to share with you some insights regarding the characteristics of each group and their consumer habits.
This “Silent Generation” aligns more closely with international parameters, referring to the generation that lived through the Great Depression of the 1930s and the subsequent Second World War. In Spain’s case, this generation had to contend with the Spanish Civil War, which was followed by the early years of dictatorship and the outbreak of the Second World War. They spent their formative years in a world marked by conflict and a devastated Spain facing an autarkic period.
The psychological profiles of this generation refer to cautious individuals who prioritize security, stability, and family bonds. When it comes to consumer behavior, the vast majority of studies on their relationship with online channels tend to overlook them due to a presumed lack of digital literacy. Nevertheless, an increasing number of people over the age of 80 are accessing the internet in various environments.
This generation lived through a difficult era: the post-war period. Its name refers to the era of the baby boom, that is, when birth rates surged in several Anglo-Saxon countries, especially the United States, Canada, and New Zealand, after the end of the Second World War.
These individuals have witnessed the entire technological evolution, along with the rise and development of traditional mass media. Although they are less dependent on smartphones, they are increasingly embracing technology.
Their favorite social media platform is Facebook.
With respect to online purchases, this generation favors hybrid purchases (both on- and offline), although most often they shop in physical stores.
Although the threat of war had subsided, this generation carried a significant burden, as they had to continue with the rebuilding of Europe after wartime events, during a period when finding employment was a challenge and workdays were long and exhausting.
Sometimes referred to as the “forgotten generation,” they are sandwiched between Boomers and Millennials. They are skeptical by nature and very pragmatic.
They are the kings of research. Before buying, they look for reviews and compare prices. Nostalgia marketing works wonders with them. They are the most loyal users of email marketing and respond well to honest loyalty programs.
Like their parents, their favorite social network is Facebook and Whatsapp.
Despite being a population born into an analog culture, they are the generation that has experienced the digital migration and are considered digital natives. This demographic grew up in a time when the economic crisis and intense competition required them to be better prepared for securing stable employment.
Their favorite social network is Instagram. They seek authenticity and brands with purpose (sustainability, social values). They love user-generated content (real reviews); after all, they also grew up watching YouTube.
They are the omnichannel generation par excellence: they will see you on Instagram, research you on Google, and buy from your website. But if they can stop by your physical store before buying… they will.
This generation is also referred to as Centennials, having been born at the turn of the century. A significant portion of this generation has already gained prominence in the digital sphere and in eCommerce, showing remarkable aptitude for understanding and navigating technology, as they have effectively been “born with a smartphone in hand.”
Their personalities are influenced by the fast pace that social media imposes on them, resulting in a limited attention span. For this reason, they prefer more dynamic platforms, such as Instagram and TikTok. They are the generation who use social networks the most and spend the greatest amount of time online.
They hate intrusive advertising, being called on the phone to sell them something, and ads being too perfect; they prefer things to be real (or “raw,” as they say now) and unfiltered. In other words, they trust an influencer more than product specifications.
They appreciate everyday vocabulary and are present on all social media platforms. But don’t try to be too clever by saying “bro,” and things like that, because you’ll end up looking like Mr. Burns with a hat on.
Born beginning in 2011, Generation Alpha is, for the most part, a group consisting of preadolescents who, as such, do not yet possess significant consumer power, but do exert considerable influence over their parents. They are the most connected generation in history, having studied from primary school with digital tools at their disposal, and for whom social networks and digital platforms represent the true core of their existence.
Unfortunately, they are the “iPad kids.”
How to capture their attention? Gamification and interactive experiences. They are not passive spectators; they want to be co-creators. Roblox and Minecraft are their new “social networks.”
Their favorite social network is TikTok and yes, they are the ones who say “6-7” and “skibidi”.
With the commencement of 2025, a new generation emerged, driven by the rapid transformation ushered in by the emergence of generative artificial intelligence. The term Generation Beta refers to individuals born between 2025 and 2039, and was coined by social researcher Mark McCrindle, who also named Generation Alpha.
Members of this new era will grow up in a world where AI and automation are fully integrated into everyday life, encompassing education, work, healthcare, and entertainment. It is expected that technology will not only serve as a tool, but will become a natural extension of their lives. Additionally, sustainability and environmental consciousness will be central themes for this generation, driven by the challenges of climate change and accelerated urbanization.
Raised by Millennial and Generation Z parents, they are likely to adopt a more global, collaborative, and innovation-oriented mindset to address the most pressing challenges of their time.
The challenges Beta will face include the need to balance digital hyper-connectivity with the development of strong, authentic identities both online and offline. They will also need to confront global issues such as climate change, rapid urbanization, and demographic shifts.
First of all, it should be clarified that the term “generation” refers to a group of people born within a given time interval. Often, these groups are formed to more easily understand how formative experiences, global events, and changes in technology impact the way they perceive and interact with others and with events.
In any case, it is important to remember that generations are not the same throughout every part of the world. This has been mentioned in the context of the Silent Generation in Spain, for instance, where a civil war was experienced prior to World War II and was followed by a dictatorship, making it distinct from the experiences of other countries.
Which generation do you belong to? Do you feel identified with the description? We look forward to your feedback.
Image: Depositphotos.
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