The Evolution Of Consumer Engagement

As Black Friday approaches, new research reveals how generational preferences are shaping the way consumers interact with brands. According to a recent report by Infobip, a global communication platform, there are significant differences in how various age groups engage with businesses, particularly in the realm of e-commerce. The findings come at a critical time for retailers, as they prepare for the influx of holiday shoppers, offering insights that could shape communication strategies moving forward.

The Infobip Generational Messaging Trends Report shows that younger consumers, particularly Gen Z, prefer a more interactive relationship with brands. A striking 65 percenth; of shoppers under the age of 27 expressed a desire for two-way dialogue with brands. Additionally, 83 percent of this group expect companies to recognize and understand them as individuals.

These findings indicate a shift away from traditional advertising methods and toward more personalized, conversational marketing strategies. Retailers aiming to connect with this demographic need to adopt creative communication tactics that resonate on a personal level, moving beyond static ads and offering more dynamic, engaging interactions.

The report highlights the importance of targeted communication, revealing that over 86 percent of all shoppers, across generations, expect tailored and relevant messaging from brands. This reinforces the idea that a one-size-fits-all approach no longer works in today’s consumer landscape.

However, the challenge lies in balancing these demands across different age groups. Baby Boomers, for example, are less inclined to tolerate repetitive or generic content, while Millennials are more open to exploring new technologies like chatbots. Generation X, meanwhile, prefers regular updates about products and services, highlighting how varied these preferences can be.

Navigating these generational differences is not without its difficulties. A poorly executed omnichannel strategy can lead to alienating customers or even losing loyal ones. As Infobip’s Chief Business Officer, Ivan Ostojić, noted, “Consumers across generations want brands to connect with them in a conversational, friendly way, which boosts loyalty. However, brands must get their communication strategies right to achieve this.”

For younger generations like Gen Z and Millennials, creativity is key. They respond well to business communication that captures their attention through entertainment or humor. On the other hand, Gen X and Baby Boomers lean toward more straightforward messaging that is both relevant and personalized, underscoring the need for a nuanced approach.

Another interesting insight from the research involves the role of chat apps in consumer communication. Chat apps are more popular with Baby Boomers (68 percent) than Gen X (57 percent). Perhaps this can be explained by having more time on their hands to communicate with friends and grandchildren, and the fact that messages, including pictures and videos, are free to send.

For younger people using chat apps to talk to friends and family is second nature, and this extends to their interactions with brands. More Millennials chose chat apps as their preferred way of communicating with brands than any other age group at 60 percent, with Gen Z close behind at 53 percent followed by Baby Boomer at 28 percent and Gen X at 25 percent.

Social media remains a powerful tool for connecting with younger generations, particularly Gen Z and younger Millennials. These age groups are spending more time on platforms like TikTok and YouTube, making it essential for brands targeting this audience to meet them where they are. Surprisingly, 30 percent of Gen Z and Millennials also mentioned voice communication as one of their preferred methods for interacting with friends and family.

In African markets, where the population tends to be young, these generational preferences take on added importance. Kenya, for instance, has 18.4 million Gen Zers, representing 33.4 percent of the population. Similarly, Uganda and Tanzania both have youthful populations, with over 70 percent of their citizens under the age of 30. As this demographic continues to grow and assert its economic influence, understanding their communication preferences will be crucial for brands aiming to stay competitive.

As Black Friday approaches and the holiday shopping season kicks into gear, businesses that can adapt their communication strategies to align with these generational shifts will likely be the ones to thrive. The key lies in recognizing that different age groups require different approaches—and that a more conversational, personalized interaction can often make all the difference.