Emplifi, the leading unified customer engagement platform, has released a new report titled “Marketing Across Generations: How Gen Z, Millennials, Gen X, and Baby Boomers Engage with Brands Differently.” The research, conducted in partnership with Alchemer, surveyed nearly 1,000 U.S. consumers and delivers powerful insights into how different generations interact with brands, especially on social platforms.

Social Commerce Surges Among Younger Generations

• 53% of Gen Z and 56% of Millennials made a purchase via social media in the last 3 months.

• In contrast, only 29% of Baby Boomers report social purchases.

• Supported by EMARKETER’s findings, Gen Z adults (ages 18–24) spend over twice as much time on social platforms as the general population.

“This isn’t just a trend—it’s a fundamental shift in how consumers shop,” said Susan Ganeshan, CMO at Emplifi. “Brands must evolve with these behaviors to stay competitive.”

Generational Content Preferences: Interactive vs. Informative

• 46% of Gen Z want brand videos to be interactive, while

• 84% of Baby Boomers prefer informative, straightforward messaging.

• Gen X and Millennials fall between, with a mix of inspiration, authenticity, and substance.

Ganeshan adds:

“Younger generations crave dynamic, real-time engagement, while Boomers value clarity. A one-size-fits-all content strategy just won’t work anymore.”

Purchase Drivers: Visuals, Humor, and Practicality

• 42% of Gen Z and 38% of Millennials are influenced by the visual appeal of a post.

• 31% of Gen Z are more likely to purchase from a brand that uses humor.

• Baby Boomers (29%) are the least influenced by design or humor but most influenced by clarity and value.

Customer Care: Human Touch Still Matters

• 81% of Boomers and 80% of Gen X prefer speaking with a human agent, not bots.

• 54% of Boomers still use phone support, whereas

• 30% of Gen Z and Millennials prefer social media DMs for help.

“AI can streamline support, but the human connection is still essential for trust,” said Ganeshan. “Balance is key.”

Takeaway: Generational Understanding Drives Better Engagement

Emplifi’s report makes one thing clear: Each generation engages with brands differently, and companies must tailor their content, support, and commerce strategies accordingly:

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Marketing Across Generations: How Gen Z, Millennials, Gen X, and Baby Boomers Engage with Brands Differently