Generational segmentation plays a critical role in understanding consumer behavior—especially in experiential marketing, where relevance and connection are key. Marketers often turn to generational models to anticipate how different audiences will engage with a brand. But defining a generation isn’t as simple as drawing a line every 15 years; at least not in market research.
At PortMA, we take a behavioral approach to generational segmentation based on research from GenHQ. Our research aligns with their methodology, which focuses on formative years and key life events that shape a generation’s values and motivations, rather than approaches used in economic analysis. This approach allows us to gather more precise behavioral data from experiential marketing campaigns.
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Generational Analysis vs. Behavioral Analysis in Market Research
Researchers can use two distinct approaches to studying generations: Generational Analysis, which relies on fixed 15-year age brackets used by economists, and Behavioral Analysis, favored by behavioral scientists in market research. Rather than using rigid timeframes, the behavioral approach focuses on how formative events shape each generation’s perspectives and future behaviors.
- Generational Analysis compares different generations at similar life stages (e.g., Baby Boomers at 30-40 vs. Millennials at 30-40). This long-term research tracks economic and social trends over time.
- Behavioral Analysis, which we focus on in market research, focuses on how consumers engage with products and services today, regardless of their generational identity.
While generational identity influences consumer behavior, it’s not the only determining factor. Life stages play a key role in purchasing decisions, and many behavioral patterns remain consistent regardless of generation. For experiential marketers looking to create real-time, in-person brand connections, this model makes more sense. It prioritizes how people think and act, not just when they were born.
How Formative Years Shape Generational Behavior
We base our generational definitions on key experiences that occur during a person’s formative years, typically ages 8 to 18. A generation’s formative years are when key historical and technological shifts shape ideology, learning styles, priorities, and consumer behaviors. These experiences define generational trends in ways that persist into adulthood.
Consider how:
- The Space Race fueled an era of rapid innovation.
- Social media revolutionized how Millennials and Gen Z connect.
- COVID-19 redefined work, education, and daily interactions.
- AI advancements are now shaping the behaviors of Generation Alpha.
In experiential marketing, aligning brand activations with generational expectations is crucial for creating impact. By understanding these pivotal events—especially within the U.S.—we can segment generations based on actual behaviors rather than just birth years.
The Impact of Behavioral Analysis in Experiential Marketing
At PortMA, we measure the impact of live brand experiences. The behavioral analysis approach reveals the context behind consumer decisions—what motivates someone to visit a booth, try a product, or recommend a brand after an event. While fixed-year segmentation serves certain purposes, behavioral analysis provides the actionable insights essential for experiential campaigns. This approach enables us to understand both generational differences and marketing effectiveness with greater precision.
How We Define (and Use) Generational Segmentation
Our generational framework spans from the Silent Generation through Generation Alpha, with each shaped by distinct cultural, technological, and historical forces that influence how they connect, decide, and buy.
| Generation | Birth Years | Formative Years |
|---|---|---|
| Silent Generation | 1928 – 1945 | 1936 – 1963 |
| Baby Boomers | 1946 – 1964 | 1954 – 1982 |
| Generation X | 1965 – 1976 | 1973 – 1994 |
| Millennials | 1977 – 1995 | 1985 – 2013 |
| Generation Z | 1996 – 2015 | 2004 – 2033 |
| Generation Alpha | 2016+ | 2024+ |
By defining generations through shared formative experiences—not fixed timelines—we gain a deeper understanding of what drives consumer behavior in the moment. This approach gives our clients the insights they need to craft experiences that feel relevant, timely, and personal. We’ll continue using this model because it reflects how people actually engage with brands today—and that’s what matters most.
Discussions on a Generational Segmentation Approach:
- Pew Research Center. (2023, May 22). How Pew Research Center will report on generations moving forward. https://www.pewresearch.org/short-reads/2023/05/22/how-pew-research-center-will-report-on-generations-moving-forward/
- McCrindle. (n.d.). The generations defined. https://mccrindle.com.au/article/topic/demographics/the-generations-defined/
- Pew Research Center. (2015, September 3). The whys and hows of generations research. https://www.pewresearch.org/politics/2015/09/03/the-whys-and-hows-of-generations-research/
Discussions on a Generational Segmentation Approach:
- Center for Generational Kinetics. (n.d.). Generational FAQs. https://genhq.com/the-generations-hub/generational-faqs/
- Center for Generational Kinetics. (n.d.). Generational birth years. https://genhq.com/generational-birth-years/
- GreenBook. (n.d.). How to effectively leverage behavioral science in market research. https://www.greenbook.org/insights/research-methodologies/how-to-effectively-leverage-behavioral-science-in-market-research