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It’s Only Common Sense: Selling to Today's Generation of Buyers

Millennials and Gen Z hold significant purchasing power and influence industries worldwide. Selling to them requires adapting to their unique preferences, behaviors, and values, and exploring their buying habits, embracing their emphasis on social values, and mastering digital communication. Unlike previous generations, they prioritize experiences, sustainability, and value. While Millennials often value brands with purpose and invest in products that enhance their lifestyles, Gen Z is even more critical, seeking inclusivity, authenticity, and innovation.

Younger buyers are also used to researching products online, comparing reviews, and seeking peer recommendations before making purchasing decisions. They’re also less tolerant of traditional hard-sell tactics, favoring meaningful interactions and straightforward value propositions. They expect brands to take stances on sustainability, diversity, equity, and inclusionIv’e found that they are more likely to support businesses that align with their ethical and moral standards and will actively avoid brands that appear insincere or contradictory in their values.For example, companies that demonstrate commitment to reducing waste, conserving resources, or promoting eco-friendly practices can build strong relationships with younger buyers. Similarly, LGBTQ+ rights, racial equity, and mental health awareness are critical to younger buyers, who view their purchasing power as a means to drive societal change.

Businesses that fail to establish a robust digital presence also risk losing visibility and relevance with younger generations. Effective communication on social media platforms is essential.Millennials tend to engage on LinkedIn and Twitter, while Gen Z thrives on short-form, visually dynamic content on TikTok and Instagram Stories. Businesses need to understand the nuances of each platform, tailor their messaging, and ensure their content is engaging, shareable, and relevant. They must also invest in omnichannel communication strategies, including live chats, personalized email campaigns, mobile-friendly websites, and social media interactions. Businesses that meet these expectations foster trust and loyalty.

These generations also demand personalized experiences, whether through product recommendations, targeted promotions, or tailored customer service. They expect companies to know their preferences and anticipate their needs without overstepping privacy boundaries. Businesses can do this by using data analytics and AI-driven tools to create hyper-personalized shopping journeys. For example, a Gen Z who repeatedly browses eco-friendly skincare products could receive curated suggestions for similar items or educational content about sustainability. However, personalization goes beyond products. These buyers appreciate brands that acknowledge their needs and aspirations and address them as individuals. Businesses that do this can foster deeper connections and long-term loyalty.

They also have little tolerance for deception and insincerity. They expect companies to be upfront about pricing, policies, and the origins of their products. Any hint of dishonesty or greenwashing (falsely claiming environmentally friendly practices) can lead to backlash and loss of trust. Younger buyers can also spot inauthentic marketing tactics or brands that claim values they don’t practice. Businesses must ensure that their public image aligns with their internal operations and values. For example, a company claiming to prioritize sustainability must demonstrate these efforts through eco-conscious product designs, transparent supply chains, and advocacy for environmental causes. 

Younger decision-makers also value brands that entertain, educate, and inspire through social media content. Engaging strategies include interactive polls, behind-the-scenes videos, collaborations with influencers, and cause-driven campaigns. Influencer marketing, in particular, resonates strongly with Gen Z, who trust recommendations from content creators over traditional advertisements. Businesses should respond to comments, answer questions, and address concerns in real time on social media as part of their commitment to customer care, which strengthens relationships and fosters loyalty.

Businesses should also be careful not to fall into the trap of stereotyping these generations. People often paint Millennials as "entitled" or "self-absorbed," and Gen Z as "short-attention-spanned" or "hyper-sensitive." These assumptions alienate buyers and undermine marketing efforts. Engaging with younger buyers means demonstrating respect for their individuality. For example, while some Gen Z consumers may focus on affordability, others may prioritize exclusivity or ethical sourcing. 

As Millennials and Gen Z continue to dominate the marketplace, businesses that adapt to their preferences and values will thrive. The key is to remain flexible, listen, and prioritize genuine relationships. Selling to these generations is about building a loyal, engaged customer base that champions your brand for years to come. 

It’s only common sense

Dan Beaulieu is president of D.B. Management Group.