Baby Boomers (Born 1946-1964)

While this generation is at or close to the traditional retirement age, many people are choosing to put off retirement in favor of more working years. The biggest takeaway here is their preference for printed materials. Whether a magazine, newsletter, or other publication, Baby Boomers want to hold it in their hands. Offering printed versions of important publications—including annual reports—can cater to this audience.

While it may be surprising to some, Baby Boomers are comfortable with email. Targeted email campaigns relating to your publications can be effective for delivering content and updates. While some Baby Boomers are active on social media, they generally prefer platforms like Facebook over newer platforms, so post content accordingly.

Generation X (Born 1965-1980)

While they didn’t grow up with today’s technology, Gen Xers are adaptable. This means they are comfortable with both digital and print media. They may appreciate receiving printed materials alongside digital content so that they can have a choice in how and where to read. Many Gen Xers are still doing long commutes at least a few days a week to their now-hybrid workplaces. Having options is valuable and will boost engagement in members of this generation.

Gen Xers use email for both professional and personal communication, so well-crafted email newsletters are an effective distribution method to send content their way. They also often seek in-depth information through websites and online articles, so having a robust online presence is important. When it comes to social media use, Gen Xers are a mixed bag. You’re just as likely to encounter them on Twitter as you are on TikTok!

Millennials (Born 1981-1996)

Millennials grew up during the rise of the internet and are sometimes referred to as “digital natives.” They are comfortable with digital platforms and prefer online access to content. All sorts of digital channels—from websites to social media to email newsletters—are essential to this generation.

Because so many Millennials opt to view digital content on their smartphones, digital publications must be mobile-friendly. Responsive design and easy navigation are key. When it comes to social media, engaging posts in the form of videos and interactive posts can drive Millennial traffic to your publications. And while they prefer social media, some Millennials still engage with email as long as the content is personalized and relevant.

Generation Z (Born 1997-2012)

This generation is the fastest-growing segment of the American workforce, and many associations are discovering that their tried-and-true publications and formats no longer deliver what their members want. Long articles and intensive reports are not likely to draw—or keep—Gen Zers’ attention.

Gen Zers have short attention spans and prefer visually engaging content like videos and infographics. Using short-form, bite-sized content and quick updates on social media platforms like TikTok, Snapchat, and Instagram can enhance engagement with this generation. A cohesive strategy that integrates various digital channels—including podcasts and digital publications—will give Gen Zers the options they want for interacting with your association’s content.

Delivering Content to All Generations

Understanding the preferences of these generational groups allows you to segment your audience and deliver targeted messaging. Yet as we mentioned, there are always exceptions to these generalizations! Watch your analytics and request feedback to gauge the effectiveness of your distribution channels.

And remember to stay flexible: As generational preferences evolve, staying open to new trends and channels will help maintain relevance and engagement. With an intentional, multi-channel strategy, your content will reach your association’s audience where they prefer and maximize their engagement.