For decades, marketers have leaned heavily on demographic targeting, crafting campaigns around age groups, gender, or generational labels like Baby Boomers, Millennials, and Gen Z. This approach assumes that grouping people by such broad characteristics will naturally reveal their preferences, habits, and buying behaviours. Yet this outdated practice needs to be revised in today’s complex and diverse consumer landscape.
Generational stereotypes often paint a shallow and incomplete picture of the modern consumer. For instance, Gen Z is frequently described as digital natives who prioritise social causes, yet not every Gen Z consumer fits this mould. Similarly, Millennials are stereotyped as avocado-toast-loving, experience-seeking urbanites—an oversimplification that overlooks the diverse realities within this age group. These sweeping generalisations reduce consumers to caricatures, ignoring the nuances of individual behaviour, cultural influences, and unique life experiences.
The limitations of age-based marketing become especially clear when campaigns fail spectacularly. In the pursuit of “appealing to Millennials” or “capturing Gen Z,” companies often fall into the trap of focusing on superficial trends rather than core values. This results in short-lived, gimmicky campaigns that alienate their broader audience base. Instead of building a brand that resonates universally, they risk becoming a fleeting fad.
Successful marketing, by contrast, shifts the focus from demographics to psychographics—targeting shared behaviours, values, and lifestyles rather than age or gender. These companies don’t rely on trendy slogans or flashy designs; instead, they anchor their marketing on foundational ideas like quality, tradition, or shared enjoyment. They create lasting connections with their customers by emphasising values that transcend demographics.
Another critical pitfall of age-based targeting is its assumption that people of the same age behave the same way. Two 25-year-olds may have vastly different priorities and preferences depending on their upbringing, location, education, and socioeconomic status. A 50-year-old fitness enthusiast might have more in common with a 20-year-old athlete than their peers. Behaviours, not birth years, are what truly define consumer choices.
Moreover, the rise of digital marketing platforms has exposed the flaws in demographic segmentation. Tools like Google Ads and social media targeting offer granular data, enabling brands to reach users based on interests, browsing habits, and purchase history rather than age or gender. This behavioural targeting has proven far more effective in driving conversions and building lasting customer relationships.
Marketers can no longer rely on demographic labels in Bangladesh, where a rapidly growing middle class is reshaping the consumer landscape. The Bangladeshi Gen Z is often described as tech-savvy and driven by trends. Still, their preferences are deeply influenced by factors like regional cultures, urban versus rural lifestyles, and economic realities. For example, a 22-year-old in Dhaka may prioritise convenience and fast fashion, while their counterpart in Rangpur might focus on savings and practicality. Marketing campaigns targeting “Gen Z” as a monolith will likely miss these crucial distinctions.
Successful Bangladeshi brands tap into shared values, such as community, tradition, or aspirations for upward mobility. Consider how mobile payment platforms like bKash have succeeded by emphasising convenience and accessibility, which resonate across age groups and social divides. These brands have built trust and loyalty in a highly competitive market by focusing on behaviours and needs rather than generational stereotypes.
The key to modern marketing lies in understanding what unites consumers, not what divides them. Shared values, passions, and aspirations create stronger emotional connections than arbitrary demographic labels. For example, a brand that speaks to a universal desire for authenticity will resonate more deeply than one attempting to appeal to “Millennial values” or “Gen Z quirks.”
Brands should also consider the importance of meaningful differentiation. Instead of chasing trends or pandering to generational stereotypes, they should focus on what sets them apart from competitors. A strong identity, rooted in values that transcend demographic boundaries, ensures the brand remains relevant and appealing to a diverse audience.
Marketers must recognise that people are far more than their demographic boxes. True consumer understanding comes from digging deeper—analyzing behaviours, interests, and motivations to craft campaigns that speak to the heart. Demographic targeting may have been sufficient in simpler times, but it’s no longer enough in today’s world of diverse identities and complex preferences.
As the marketing landscape evolves, brands that embrace behavioural insights and shared values will outperform those clinging to outdated stereotypes. In doing so, they can build campaigns that not only reach the right audience but also leave a lasting impact. It’s time to stop targeting by generation and start connecting with people where it matters most.
Author: Nusrat Jahan
