Beyond the Generational Divide
The new rules for consumer connection
New global research shows how brands can go beyond demographics to connect with relevant audiences through shared values, behaviors, and communities.
Rethink how you reach and engage relevant audiences
Generational labels like "Millennials" or "Gen Z" have long been a staple in marketing strategies, but are they the most effective way to understand your audience? HAQM Ads conducted an in-depth study with Strat7 Crowd. DNA to uncover how consumers’ identities are truly shaped—not by the year they were born, but by their interests, beliefs, and experiences.
What we uncovered
Through analysis of over 600,000 news articles and surveys of 26,400 consumers across 11 countries, our research reveals a more nuanced picture of today's consumers than traditional generational marketing suggests. We discovered three forces that create stronger audience connections than generational labels: shared values, communities, and behaviors. These insights point to a new way forward for brands looking to create more meaningful and effective consumer connections.
Three forces that unite audiences more effectively than generations
1. Values create
connections
Rather than dividing audiences by generation, understand how timeless human values—like health, relationships, and personal growth—can inform how your brand connects with people of all ages.
80% of surveyed consumers say their mindset and values define them more than their age.
2. Communities drive engagement
Entertainment and media experiences unite audiences across generations, creating shared cultural moments that influence how people discover and engage with brands.
Over four in five surveyed consumers say their entertainment and media activities are influenced by their in-person and online communities.
3. Behaviors help paint the picture
Shopping choices, streaming preferences, and creator connections can help reveal how customers naturally move through their day—insights far more valuable than generational labels alone.
Consumers are 2.1X more unified by behaviors like streaming or personal development than by their generation.
of surveyed consumers say their interests, hobbies, and passions define them more than their age.
Unlock deeper engagement
Download the Beyond the Generational Divide report to explore how your brand can adapt to this new marketing paradigm. You’ll gain actionable insights, recommendations, and real-world examples to help you create campaigns that connect with audiences on a deeper, more authentic level.
Why this matters for your brand
Behavioral insights—rather than demographic assumptions—help brands show up to the right audiences in the right moments, while understanding shared values and communities can inspire more authentic creative storytelling. Through premium video content, audio experiences, and creator-led connections, brands can forge stronger relationships with audiences who genuinely connect with their message.
Be where connections happen
With HAQM's durable signals across streaming, browsing, and shopping behaviors, you can show up in rich ad experiences where your most relevant customers are spending their time—whether across HAQM's wide array of channels like HAQM.com, Prime Video, Twitch, HAQM Music, Fire TV, and more, or across the open internet.
Put these insights into action with full-funnel advertising solutions that combine demographic data with behavioral signals at scale.
Our AI-powered tools help you deliver high quality, on-brand, engaging creative with relevant messaging across audiences and channels.
Source: HAQM Ads custom research with Strat7 Crowd.DNA. Beyond the Generational Divide: The new rules for consumer connection. Fielded December 2024 to January 2025. Data reflects AU, BR, CA, DE, ES, FR, IT, JP, MX, U.K., and U.S. aggregated. Base: All respondents (26,400), Gen Z (6,680), Millennials (6,680), Gen X (6,668), Baby Boomers (6,372).