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    Cross-Generational Marketing is Better Than a Great Divide

    With marketing, we’ve all heard how the various generations are characterized: Boomers can’t use social media without the assistance of their grandchildren; Gen Xers are wary of anything that smells institutional; Millennials require coddling; Gen Z is entitled and demanding, etc., etc.

    By now, most of us understand the danger of stereotypes, especially in society but also in business. While stereotypes can be a handy way to categorize large swaths of the population, a couple of things make them less helpful when we want to effectively target a particular market segment.

    In our latest article for Rethinking65, we discuss how financial advisors need to balance reaching out to multiple demographic segments and being more attuned to the commonalities across those segments.