So often when we talk about generations, we talk about the things that separate us. And sure enough, as you read through our four-part series on the generations that wield power in retail today, you’ll find plenty of distinctions, from the marketing language that appeals to boomers (hint: avoid calling them seniors) to up-and-coming Gen Z’s thriftiness.

After doing our homework, however, we’ve found there are just as many similarities. Among the truths that apply across the so-called generational divide: Consumers of all ages can be found online, they are engaged by brands that offer great-quality products backed by authentic storytelling, and they are big fans of jewelry. Yes, we’re talkin’ ’bout your generation—whatever it may be.
 

Marketing to Boomers: Why You Need the “Me” Generation

Marketing to Generation X: Get Lucky With the 13th Generation

Marketing to Millennials: Or Gen Y, As They’re Also Known

Marketing to Generation Z: Living a Teenage Dream

 

(L–R: Justin Paget/Getty Images, Cultura RM/Alamy, Portra Images/Getty Images, Andreas Kuehn/Getty Images)