New initiatives delve deeply into how people of all age-groups make business-buying decisions

TORONTO – Joanne Gore Communications Inc., (JGC) a full-service, marketing agency that helps software, hardware, manufacturing and print companies generate awareness, customer engagement and growth, has announced new Generational Marketing programs that explore how different age-groups make business-buying decisions.

“At the end of 2019, focus was on how millennials would be making up more than 50% of the workforce in 2020, and the challenges that would bring,” shares Joanne Gore, President, Joanne Gore Communications. “Just as we were gearing up for ‘the great millennial influx’ – the pandemic happened. Fast-forward 2 years – and fast-forward Gen Z’s entry into the mix.”

The PEW Research Center breaks down 5 distinct generations that exist today as:
The Silent Generation: Ages 77 – 94
Baby Boomers: Ages 58 – 76
Generation X: Ages 42 – 57
Millennials: Ages 26 – 41
Generation Z: Ages 25 and under

Today’s oldest millennials are 41 years old. Gen Zs, also referred to as Zoomers, comprise 12 – 25 year-olds. This is causing many Gen X/Baby Boomer business owners and executives to wring their hands, shake their heads, and think: I have no clue how to deal with this new workforce. They don’t think like we do. They don’t behave like we do. They don’t work like we do.

“But is that really the case?” asks Gore.

JGC employees and associates span Zoomers to Boomers. From years of research and personal experience, we are committed to understanding how each generation makes decisions, what’s important to them, what they expect from businesses – and crucially, the real reasons behind why they buy, what they buy – and how they buy.

Joanne Gore Communications stretches their clients’ marketing dollars with proven programs that pinpoint the quickest time to money. The company now adds to that repertoire another new dimension – the targeted telling of a company’s story directly and in detail to a new generation of business buyers – taking engagement to an entirely new level of sophistication and performance.

The Gen LenZ™: Exploring the Generational Mindset, is a new blog series penned by Brayden Foreht, Gatekeeper at JGC. It de-mystifies the concept of generation, exploring the notion of where generations come from, how they are used as segmentation tools, why they are flawed categorizations – and how it all affects working life and marketing efforts in today’s world.

“I was born in 1996, so according to Pew Research, that would make me the last of the Millennials,” says Foreht. “Had I been born a few months later – say in January of 1997 instead – would that really differentiate me from being a Gen Z over a Millennial?”
Read: Introducing: The Gen LenZ: Exploring the Generational Mindset – The rationale behind the series

Living on the Cusp™, a new video podcast series, features the unique perspectives of Joanne Gore, who lives on the Gen X/Baby Boomer cusp, and Brayden Foreht, who lives on the Gen Z/Millennial cusp. The duo apply their own multi-generational lenses to answer the pressing, real-life questions that business owners and executives, hiring managers, HR personnel and young/recent graduates are now asking – as they navigate an ever-changing workforce landscape.

Questions such as: Where’s the first place you turn to learn about a new product? What do you look for in a manager? How do you manage your time? What are your favourite social media platforms and why? How do you prefer to communicate? What’s more important to you: education or experience? And most importantly, what specifically influences your buying decisions?

“We’ll be soliciting responses from all age groups, will read them live online, and will give our professional perspectives,” Gore revealed. “We encourage all age-groups – and anyone entering, re-entering, or transitioning within the workforce, to submit their questions to: [email protected]. 

2 people. 4 generations. Answering YOUR questions. LIVE. What can possibly go wrong?

Living on the Cusp, a JGC exclusive, launches this Fall. Subscribe for notifications here.