The Generations We Forget
When Marketing Moves Too Fast, Who Gets Left Behind?
There was a moment last week that I can’t stop thinking about.
I was in a meeting with a Malaysian client in a room filled with Gen X professionals and quite clearly - one Baby Boomer. He was the most vocal and I felt that he was obligated to give all the answers to the questions that my team asked.
What should’ve been a productive discussion quickly turned frustrating. The Boomer kept explaining his situation again and again, even after we had already acknowledged and understood his point.
At the end of the meeting, we quietly concluded:
“I don’t think he knows what he really wants.”
But is that a fair diagnosis?
Or is it just our inability to meet him where he is?
Where Generations Sit in the Decision-Making Table
Let’s look at the landscape.
Baby Boomers (59–77): Still significant players in decision-making, particularly in senior management and nonprofit boards. In fact, about 70% of senior nonprofit leaders and 65% of board seats are still held by Boomers.
Gen X (45–59): This is my generation. We’re the bridge, managing up to Boomers, while trying to make sense of how Millennials and Gen Zs are changing the game. Many of us are now decision makers ourselves.
Millennials (30–45): Often viewed as the creative engine and the execution layer. Even when they’re not the final decision-maker, they influence the buying committee heavily. Their voice matters.
And yet…
Most of what we see in marketing today is designed for Gen Z.
The Exclusion We Don’t Talk About
I don’t think we’re intentionally excluding anyone. But when you look at the platforms where marketing lives - TikTok, Discord, Instagram Reels, even the UX design of landing pages - they cater to younger habits, language, and behaviours.
Do I feel left out?
Not really. Because I’ve trained myself to keep up.
And don’t get me wrong. It is not because I’m trying to feel included. But because I want to stay relevant. I want to know what makes my children tick. And I want to know what commands the attention of the younger generation.
But hey, that’s me.
Not every Gen X or Boomer wants to adapt to every trend. And why should they? These are the people holding the purse strings in many organizations. These are the gatekeepers to big decisions.
If they feel left out, that’s not just bad marketing…
That’s a broken buying journey.
The Problem with Broad-Stroke Influence
Influencer marketing is a good example.
Big brands are experimenting with micro, nano, and creator-led campaigns. They’re building diverse funnels.
But many other brands still throw all their budget behind one macro influencer or worse, a celebrity endorsement with the hope that the reach will solve everything.
They forget that the buyer isn’t just someone who watches reels.
The buyer might be a department head. A CFO. A board member who doesn’t follow trends, but controls the budget.
If your marketing doesn’t speak to them, you’re not just losing visibility. You’re losing alignment in the room.
Marketing That Includes (Not Just Impresses)
If you’ve ever seen a young team light up at your solution, only to be blocked by a hesitant senior leader, you know what I mean.
It’s not that they don’t want to buy.
It’s that they weren’t brought into the conversation early. They weren’t convinced. They weren’t considered.
Or it may also be the case that they were the ones who delegated a task to a team member to initiate a conversation but wasn’t brought up to light on certain updates - many updates.
This is where generational targeting can actually help. We don’t have to create stereotypes, but we can acknowlede mental models:
Boomers want stability, proof, and trust.
Gen X wants relevance and clarity.
Millennials want agility and authenticity.
Gen Z wants speed, purpose, and social signal.
You don’t have to build four campaigns. But you do have to build one that includes the overlooked.
This Isn’t Just About Selling
This is about dignity in communication.
We always say, “Know your audience.”
But if the audience is multi-generational, shouldn’t the message be too?
We’re not just selling solutions. We’re shaping how people feel about being part of the future.
And if we leave generations behind, especially the ones still holding power - we’re not just missing revenue.
We’re missing the point.
Sufi Rafa’ee
signing out for 84 Musing