Speak Smarter, Connect Better: Generational Strategies for Modern Marketing and Consumer Communication

This IDC Market Perspective draws on findings from our Consumer Brand Sentiment Survey to examine generational differences in platform engagement and brand sentiment. The Social Security Administration's potential move to X underscores a broader marketing fact: your message is only as strong as your audience's ability and willingness to receive it. Generational differences in platform engagement and sentiment highlight the critical need for segmentation in any communications strategy. Understanding which platforms resonate with which audiences is no longer optional; it's foundational."Effective communication isn't simply about reaching the most people, it's about reaching the right people, in the right place, at the right moment," says Kelly Brown, research manager for Consumer Markets at IDC. "Marketers must be willing to tailor their platform strategy to the preferences and digital behaviors each generation exhibits if they want their message to land with impact."