The past few years have hugely disrupted the way we all use digital technologies, regardless of age or generation. But if we look at the Zen Gen in particular, the digital divide has reduced at a significantly faster rate. Still, we see digital advertising, eCommerce and social commerce focused heavily on the younger generations, which often makes zenners feel forgotten. Sure, Millennials and GenZ will be the big spenders in some time from now , but why are we not focusing more on who has significant buying power now?
This is the Zen Gen. Our latest research in 7 different markets revisits their universe and provides powerful insights on what baby boomers in Europe and Latam expect from brands in the digital environment.
We have discovered that simplicity, trust, and confidence are key aspects of their digital experience, and brands will need to keep this in mind if they don’t want to lose them along the way. Simple and minimalist digital product design (whether it is websites, apps or landing pages) will connect with the user experience they demand.
It’s time to forget everything you think you knew about baby boomers and technology and rediscover the Zen Gen universe. Or better yet, it’s time to forget about the concept of ‘baby boomers’. Zenners are a huge opportunity for brands, D2C (direct-to-consumer) businesses, and for those who need to rethink their view of older consumers (so pretty much everyone).