While we often talk about generational differences in consumer preferences and trends, many brands have a tendency to stop short at the surface. While it’s important to know that Gen Z spends more time with smartphones or that Boomers tend to be more active on Facebook, these metrics don’t necessarily tell you much about your customers as human beings.

Instead, to reach a generation, it’s crucial to understand their shared experiences, their preferences, and to learn from brands who have effectively spoken to them. Read on, and we’ll work through the trends and tactics you’ll need to understand in order to reach Baby Boomers, Gen X, Millennials, and the digital natives, Gen Z.