Generational advertising: literature review and practitioner insights on key pitfalls and implications

Generational labels are widely used in popular culture to signal the values or behaviours of specific groups, making them appealing to advertisers. This paper reviews generational segmentation in advertising research and examines its practice through interviews with advertising practitioners. The paper provides an extended literature review, insights, and implications for research and practice. While generational segmentation is a convenient way to signal a cohort within the market, it should not restrict the target market. Generational labels highlight the need to understand a broader audience, especially in an industry dominated by younger professionals. However, these labels must be used thoughtfully to avoid stereotypes and create inclusive ads that resonate across all ages. We encourage advertisers and researchers to focus on shared values and behaviours across generations rather than on emphasising differences. A cross-generational approach that targets the broad market is more sustainable, supporting long-term brand building and increasing mass market awareness.