Marketing to the Generations in the K&B Industry: Understanding and Connecting with Your Target Audience

With economic pressures and uncertainty affecting many businesses as a whole, it is more important than ever for businesses to understand the current living generations and target the customers that are most important for their business. Each generation has unique characteristics, values, and purchasing habits that businesses should stay up to date with in order to create meaningful marketing strategies. In the kitchen and bath industry, two generations that stands out are Baby Boomers and Millennials. While other generations may or may not become important over time, these two groups currently represent a significant potion of the kitchen and bath industry. Here are some tips for marketing to each of these generations:

  1. Gen Z (born 1997-2012) Gen Z is a generation that grew up entirely in the digital age, making social media and online marketing extremely important when targeting them. They tend to value authenticity, diversity, and transparency, so businesses should focus on content that reflects these values. Influencer marketing can also be effective for reaching this generation, as they tend to trust individuals they perceive as authentic and relatable.
  2. Millennials (born 1981-1996) Millennials are a generation that values social responsibility, personal fulfillment, and work-life balance. They are also known for their love of technology and digital communication. To market to this generation, businesses should focus on creating engaging and socially conscious content that speaks to their desire for purposeful consumption. Social media, video marketing, text and email campaigns are all effective ways to reach millennials.
  3. Gen X (born 1965-1980) Gen Xers are a generation that values independence and work-life balance. They tend to be skeptical of traditional advertising methods and respond well to targeted marketing campaigns that focus on their specific interests and needs. Email marketing, content marketing, and direct mail campaigns can all be effective ways to reach this generation.
  4. Baby Boomers (born 1946-1964) Baby Boomers are a generation that values stability, financial security, and traditional values. They tend to be loyal to brands and businesses that they trust, making word-of-mouth marketing and referral campaigns effective ways to reach them. Direct mail campaigns and television advertising can also be effective for targeting this generation.
  5. Silent Generation (born 1928-1945) The Silent Generation grew up during a time of significant social, economic, and political change, making them a generation that values tradition, loyalty, and practicality. They tend to be skeptical of new technology and respond well to traditional marketing methods such as direct mail, print advertising, and television commercials.

Baby Boomers and Millennials are currently important for sales in the kitchen and bath industry. Baby Boomers are aging and choosing to age in place, which often involves home renovations, and they also have more disposable income than younger generations. Millennials, on the other hand, are entering the prime age for homeownership and are becoming more interested in home renovations and design. Both groups represent significant segments of the market for kitchen and bath products and services.

It’s important to remember that while these general characteristics can be helpful in creating targeted marketing campaigns, every individual is unique and may not fit into the mold of their generation. Effective marketing requires businesses to understand and target their specific customer base, regardless of their age or generation. Take the time to get to know your customers, validate your understanding through meaningful conversations, and remember that relationships matter above all else, because our industry is based on word-of-mouth recommendations.

Shaun Ayala

Kitchen & Bath Marketer – Pacific Sales/Best Buy