Multigenerational messaging

Image credit: Adobe Stock/Iryna Auhustsinovich/Stocksy.

This is the latest report in the monthly Adobe Stock Cultural Insights series, which includes a curated collection of related visuals and focuses on topics that are visually in flux, driven by changes in the world and their effects on consumer priorities.

As people live longer, healthier lives, more consumers of all ages are dismissing generational tropes and divisions. We’re seeing a rise in the number of people who value and prioritize the ways they spend their time and with whom they spend it, regardless of age. While there are behavioral similarities and life events within generations, we know that people aren't homogenous. There are 65-year-olds on TikTok and 21-year-olds saving for retirement.

In a world that’s becoming more multigenerational, appealing to all age demographics in brand messaging is a smart strategy — whether it be through nostalgic content or campaigns that debunk ageist stereotypes.

Leaning into consumer appetites, not ages

As more people understand the restorative value of play, we’ve seen surging adult interest in playful pastimes. Older consumers are enjoying the entertaining benefits of digital technology, as seen in Gen Xers’ and Boomers’ use of gaming and social media platforms. And despite TikTok being portrayed as a youth-focused space, 57 percent of Gen Z and 50 percent of Gen X actively use the app to discover products and learn about brands.

Board games, film cameras, vinyl albums, knitting and gardening are all pastimes that have scaled in appeal for Gen Zers, Millennials, and Gen Xers who spent time at home during the pandemic and needed an antidote to digital lifestyle overload. Many activities recently thought to be the realm of Boomers are now providing relaxation, skills, and connection for multiple generations. For example, from 2023 to 2027, the global vinyl record market is set to grow by $663.77 million at a compound annual growth rate of 8.41 percent. And on TikTok, #Vinyl already boasts 7.4 billion views, while searches for “vinyl record” have hit 3.5 billion views.

Clearly, brand messaging and products that focus on play, joy, and wonder have enormous multigenerational appeal.

Treating age as a mindset

Being age-agnostic helps consumers find joy in whatever age they are, and this practice also has health benefits. One study of 13,752 US adults aged 50+ revealed that those who felt more positively about their age had a 43 percent reduced risk of mortality.

As people across age groups enthusiastically embrace a lifelong learning mindset, more brands are creating positive representations of active Gen Xers and Boomers to fight ageist stereotypes and appeal to consumers both young and old. It’s important for marketers to highlight how their products and services have long-term lifespans, and how they can support multiple generations.

As more Gen X and Boomer content creators emerge, marketers should treat social media platforms as intergenerational focus groups. A 2022 study by Dr Reuben Ng revealed the impact of TikTokers older than 60, with 71 percent of those in 1,382 videos using their content to defy ageist stereotypes. For example, the “grandma content” trend has been growing over the last few years, with countless videos garnering millions of views. More and more it’s the abuelas, nanas, grandmas, and bubbes joining dance challenges, showcasing their cooking skills, slaying looks, and sharing dating advice. Brands are getting in on this rising tide, spotlighting nanas Dina and Mita in a Doritos ad, Kris Jenner in Oreo's Super Bowl spot, and Judge Judy (a.k.a. Grandma Judy Sheindlin) presiding for e.l.f. Cosmetics.

Harnessing the power of intergenerational partnerships

The word intergenerational describes the impact of the interactions between different generations. Recent intergenerational brand partnerships include US-based skincare label Agency teamed with Singaporean mature influencer Gym Tan and her 23-year-old daughter Mya Miller. In a sponsored post on Gym Tan's page that has amassed over 223,200 views, the duo can be seen trying on different Agency products.

In October, US personal care label Aquaphor entered a partnership with NBCUniversal to showcase the multiple uses of its Baby Healing Ointment across cohorts. The duo approached Puerto Rican TV presenter Giselle Blondet and launched a spot that celebrated Spanish-speaking mothers and an intergenerational love for the brand.

Earlier this year, Vogue Magazine and eBay released branded content with model Twiggy, singer Rita Ora, and emerging social media star Wisdom Kaye. Each was captured embracing the timelessness of items available on the site, which reinforced the message that age is not tethered to style.

Explore the Multigenerational Messaging collection on Adobe Stock

This vibrant collection offers diverse images of people of all ages and identities participating in a wide range of activities that reflect shared interests, from sports and fitness to gaming, cooking, and gardening. The collection presents all people as active, healthy, and engaged in contemporary living, whether solo, with people of their own age, or in multigenerational groups.

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