Generational advertising
Literature review and practitioner insights on key pitfalls and implications
Bibliographic Data
| ID | 21498401 |
|---|---|
| Authors | Isaac Cheah (0000-0001-5064-7812, Curtin University), Peilin Phua (0000-0002-9000-2450, Ehrenberg-Bass Institute, UniSA Business, University of South Australia, corresponding author) |
| Year | 2025 |
| Volume | 44 |
| Issue | 2 |
| Pages | 286-312 |
| Publication date | 2025-02-17 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0265-0487 • E-ISSN: 1759-3948 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/02650487.2024.2429904 |
| OpenAlex | W4404586005 |
| Language | EN |
| Citations received | 1 |
| References cited | 68 |
Generational labels are widely used in popular culture to signal the values or behaviours of specific groups, making them appealing to advertisers. This paper reviews generational segmentation in advertising research and examines its practice through interviews with advertising practitioners. The paper provides an extended literature review, insights, and implications for research and practice. While generational segmentation is a convenient way to signal a cohort within the market, it should not restrict the target market. Generational labels highlight the need to understand a broader audience, especially in an industry dominated by younger professionals. However, these labels must be used thoughtfully to avoid stereotypes and create inclusive ads that resonate across all ages. We encourage advertisers and researchers to focus on shared values and behaviours across generations rather than on emphasising differences. A cross-generational approach that targets the broad market is more sustainable, supporting long-term brand building and increasing mass market awareness
Advertising · Business · Computer security · Internet privacy · Computer Science · Digital Marketing and Social Media · Generational Differences and Trends · Psychology · Technology Adoption and User Behaviour · Marketing
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Diversity, equity, and inclusion (DEI) among generational cohorts
Generational research and advertising to various age cohorts
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The Advertising Industry’s Advice on Accessibility and Disability Representation
Older People in Advertising
Inclusive Advertising for a Better World
Making sense of ‘ambiguous ageism’
Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users
Cohorts and Generations in the Study of Social Change
BoomerRemover
| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2025 - 2025 (1) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 1 |