However, the number of marketers trying to reach Boomers and Gen X (basically, anyone born before 1981) has collapsed. Regardless of B2B or B2C marketing, it seems marketing teams are moving on from older generations.
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I think the decline in Gen X-focused marketing is particularly interesting. Gen X is oftentimes noted as a “lost generation,” especially when it comes to marketing.
Essentially, they’re a tough marketing nut to crack. Yet, Gen X holds roughly $37.8 trillion in U.S. wealth — roughly half of what Boomers have amassed but triple Millennials’ holdings.
While marketers pursue younger audiences more vigorously, abandoning efforts with Gen X feels premature. If this decrease in Gen X marketing continues, I might consider what strategic opportunities other marketers are surrendering — and how I could take advantage of that shift.
2. What’s old is new again: Brand-led marketing returns.
Buyers want a brand behind the product or service they’re purchasing. That’s proving equally true in B2B marketing as it is in B2C.
Over the past few years, it felt like brand took a back seat to other strategies — but no more. We were already seeing marketers put more emphasis on their brand, ensuring buyers get meaningful content and a unified experience across platforms. They’re doubling down on these efforts in 2025.
Specifically, brand awareness is a target of increased investment for B2B marketers. You want to get into the minds of your buyers and potential buyers.
There’s value in being “the name” in your france telegram data space, and it’s proving worthwhile from a marketing perspective alongside investments in stalwart tactics like SEO, paid and organic social media content, and video marketing.
3. Brands wear their values on their content sleeves.
Younger generations get very attached to their brands. While that can certainly be a boon for a marketing team, it’s really a double-edged sword. More socially conscious customers seek brands that align with their values.
As these folks move into buying positions in companies, they’ll bring that value alignment goal to their buying processes.
As such, you should pay more attention to how your content clicks with your customers’ values. It was important in 2024, and it’ll continue being important in 2025. Start by defining what your brand’s values are, and then you can create content reflecting those values.
Andi Robinson, content strategist at Hijinx Marketing, shares more on why it’s worth showcasing your brand’s values.
“Millennials and Gen Z are two of the most brand-loyal generations,” she said.
“They find brands they love that align with their values, and they not only stick with them but promote them on social media and encourage their friends to purchase from those brands. Brands that target these groups quickly learn the power of that connection.”
There’s a risk to sharing brand values, as being vulnerable can potentially invite scrutiny upon your company and your marketing work. But, saying nothing is also a choice — and it’s one that younger generations simply won’t stand for.
4. Brand storytelling goes visual-first.
Younger customers crave visual marketing content.
They are heavily invested in pictures unlocking the power of business ownership and video content: Instagram, YouTube, and TikTok are Gen Z’s favorite social media platforms by a significant margin. So, it makes sense that marketers would shift their media strategies to compensate.
These younger audiences are also still human and want to feel connected with what they buy and who they buy it from. That’s where visual canada cell numbers storytelling comes into play. Short-form video, images, and live-streaming video content are becoming increasingly important in a healthy marketing mix. Our research found that marketing leaders are investing more in these channels, especially as they’ve shown higher ROI than more legacy content marketing options.