Packaging for Different Generations

Currently, brands are trying to market their products to some or all of the following generations: Generation Z, Millennials (Gen Y), Generation X, and Baby Boomers. However, these four groups are so different in so many ways that targeting more than one at the same time can prove difficult, especially when it comes to designing packaging.

We put together a quick summary for each generation to help brands understand how to target each group appropriately:

Generation Z (1997-2012):

Of all generations, Gen Z is the most active on social media and likes to share their experience with products or brands online. They expect brands to be transparent about where their product is sourced from, if there are any sustainable components to the product or packaging, etc. Many Gen Z’ers also prefer sustainable packaging and are likely to spend more on sustainable products.

Gen Z places high importance on quality; they’re more likely to spend more on a product that will last longer. They also value personalization and individualization, whether that be on the product itself or the packaging.

When it comes to packaging design, Gen Z prefers minimalism. It's important to note that Gen Z is a culturally diverse group with diverse tastes.

Millennials (1981-1996):

Millennials are the largest online audience, with more buying power than any other generation. However, with this high spending power comes high standards and millennials do not take their purchases lightly. They are well-connected online, so it’s easy for them to determine if a product is sub-standard, if a service is bad, or if a brand doesn’t live up to expectations. This contributes to millennials being much less loyal to brands than previous generations.

Millennials look for convenience with their products and packaging, and they need the product and its purpose to be clear and easy to understand.

When it comes to packaging design, Millennials prefer minimalism. They also look for shareability, an unboxing experience that they may share on social media, and compelling, on-trend designs. It's important to note that Millennials are a culturally diverse group with diverse tastes.

Generation X (1965-1980):

Generation X is in peak buying and earning years but values savings more than any other generation. As a result, they look for convenient, time-saving products and packaging that will make their life easier, as well as products that are properly sealed and protected. Add-ons like resealable closures, child-resistant zippers, and easy-tear open are ideal for targeting this generation.

Generation X demonstrates brand loyalty more than Gen Z and Millennials.

Baby Boomers (1946-1964):

Baby Boomers are high spenders for consumer-packaged goods, which is only expected to increase in the future, especially in the retail industry. They like their product to be visible through the packaging, and also value nostalgic designs.

For more information on how to adapt your packaging, reach out to our team here or request a quote online today!