MIND THE GENERATION GAP…
…WHAT YOUR AUDIENCE FEELS (THAT YOU MAYBE MISSING)
We talk a lot about audiences.We segment them, study them, serve them ads.
But here’s what we rarely admit:
Most brands are still trying to speak to everyone the same way.
Same tone. Same message. Same purpose-driven manifesto repackaged for five different age groups.
And then we wonder why it lands for some… and gets eye-rolls from others.
It’s not because the idea’s weak. It’s because the emotional context has shifted. Every generation walks into the room carrying something different - Different expectations. Different scars. Different definitions of truth.
What feels bold to a Boomer might feel performative to a Gen Z. What feels reassuring to a Millennial might feel patronising to a Gen X’er. Same story. Very different frequencies.
That’s not a creative issue. It’s an emotional one.
And it’s the real reason your campaign, your comms, or your brand story might be missing the mark.
Because if you really want to connect with your audience - you need to understand what they’ve stopped believing in.
And more importantly, why!
Each generation is reacting to a different set of broken promises. Different systems that failed them. Different messages that didn’t hold up.
And until you understand what those are - you’re not targeting an audience. You’re shouting into the void.
The Emotional Blueprint of a Generation
We’ve been sold this neat narrative that age = attitude. But age is just a number. Attitude is emotional inheritance - shaped by the world you grew up in, and how it made you feel.
At Mischievous Wolf, we work with brands who want to cut through the noise - and this is where we always start:
Don’t just ask what your audience wants. Ask what they no longer trust. Because that’s the real key to emotional connection. And no, it’s not the same for everyone.
Let’s Break It Down
Boomers (Born 1946–64)
What they were promised: Work hard, and life will reward you.
What they got: Stability, pensions, home ownership.
What they value: Loyalty. Respect. Legacy.
What they don’t get: Why younger audiences seem so angry.
How to win them: Be consistent. Be reliable. Reinforce that trust still pays off.
Gen X (1965–80)
What they were promised: Freedom and progress.
What they got: Recessions, layoffs, latchkey living.
What they value: Independence. Honesty. Understatement.
What they don’t get: Corporate spin.
How to win them: Speak directly. Prove your worth. Don’t oversell.
Millennials (1981–96)
What they were promised: Do what you love and the money will follow.
What they got: Debt, burnout, “impact” jobs that don’t pay rent.
What they value: Meaning. Flexibility. Emotional intelligence.
What they don’t get: Why purpose is still just a slide in your pitch deck.
How to win them: Be values-led - but live those values. Make it real.
Gen Z (1997–2012)
What they were promised: Your voice matters. The world is listening.
What they got: Climate anxiety, political chaos, online comparison hell.
What they value: Transparency. Mental health. Identity fluidity.
What they don’t get: Hypocrisy.
How to win them: Earn trust through action. Ditch the polish. Show your receipts.
Gen Alpha (2013–)
What they’re promised: Everything, instantly.
What they’ll get: Personalisation overload. Decision fatigue.
What they’ll crave: Simplicity. Calm. Real connection.
How to win them: Not by shouting louder - but by helping them tune out the noise.
Audience vs Generation: Don’t Get Lazy
Here’s the bit most brands miss: audiences don’t equal generations.
You can’t say “we’re targeting Gen Z” and call it a day. Because Gen Z isn’t a monolith - they’re students, parents, creators, activists, introverts, gamers. They think in tribes, not titles.
So stop segmenting by date of birth. Start thinking in emotional drivers:
Who feels let down by authority?
Who’s afraid of being irrelevant?
Who’s seeking control in a chaotic world?
Because that’s where campaigns connect - not in the data points, but in the emotional truth behind them.
Brand Messaging: What’s landing (And what isn’t)
Here’s a reality check:
Modern audiences - especially younger ones - aren’t looking for polished. They’re looking for proof. As the 2023 Edelman Trust Barometer reported, 71% of Gen Z believe brands exaggerate their values for profit.
That’s not scepticism. That’s self-defence. In a world of greenwashing, woke-washing, and pixel-perfect perfection, trust is hard-won.
What Smart Brands Are Doing Instead
The best brands aren’t trying to be “generationally relevant.”
They’re trying to be emotionally precise.
They listen before they speak.
They act before they post.
They meet people where they feel, not just where they scroll.
People buy from brands that understand the emotional mess they’re navigating - and don’t try to tidy it up for the campaign video.
The Wrap-Up
Every generation carries a scar.
Every audience carries a story.
If you’re not speaking to that, you’re just making noise.
So stop guessing. Start asking: What does my audience no longer believe - and how can I earn their trust back?
Because that’s where connection happens. And that’s where real, brave, lasting brand love begins.
Want help uncovering what really drives your audience - and building campaigns that speak to the heart, not just the brief?
We’re Mischievous Wolf. And we don’t do shallow. Just say the word!
