Beyond Generations: How Life Stage Deepens Consumer Insights

Many clients often request that their research results are segmented by generations, with Gen Z being of particular interest. But does this approach tell us the whole story?

Spoiler alert: it doesn’t! Generational analysis is often too simplistic, overlooking the diverse experiences within a generation. Consider how often you hear, “I’m a Millennial, but I feel more like Gen X because I didn’t grow up with the internet.”

C+R’s Gen + Life methodology goes beyond traditional generational analysis by layering in life stage insights, offering a richer understanding of consumer behavior.

Imagine your company produces a variety of food items, including microwavable convenience foods. You want to boost adoption among Gen Z; so you implement a research study on convenience food preferences across generations. The research results show no significant differences among generations, leaving you suspicious because you would expect to see some meaningful differences.

This is where adding a life stage perspective makes all the difference. For instance, a Gen Z college student seeks quick, affordable meals due to dorm living and budget constraints, often relying on a meal plan. To win them over, your product must be enticing enough to replace a trip to the dining hall.

On the other hand, a Gen Z young professional with a job might still value convenience but have a higher income and a full kitchen to cook in. They might use your product as a quick solution to complement their fresh foods and cooking efforts.

Millennials with young children might heavily rely on convenience meals that the whole family can enjoy, while Millennials without children may have more time and flexibility to cook from scratch.

Shopping habits can also vary by life stage, meaning the touchpoints your products have with the shoppers can be different. For example, parents might be doing large weekly trips; and those without kids may stop in a store a few times a week.

These scenarios highlight how combining generational and life stage perspectives provides a more nuanced and actionable understanding of consumer needs and preferences. This dual approach delivers deeper insights, enabling you to tailor your strategies more effectively. Learn more about our Gen + Life approach.