With clients in a number of industries, kor group is often looking at ways of communicating to different audiences within the same campaign. We consider factors such as social background, economic status, gender, etc. When working for clients within the financial sphere, the predominant way of dividing an audience is by economic factors. This makes sense, right? We’re promoting financial services and thus we should adjust our message based on income. While this is a viable and successful method it is certainly not the only way to reach an investor. Generational lifestyles and values are as influential on purchasing and investment decisions as other demographic factors such as income, education, and gender.

Working with a major global benefit plan provider, kor group recently created a set of materials that employed this generational approach to communication. Dividing the intended audience into three distinct generational groups – Millennial, Generation X and Baby Boomer – our research identified the key factors motivating a particular group in terms of their retirement investing behaviors. By speaking to their key priorities, we were able to develop communications that spoke more directly and powerfully than traditional methods. In addition to the generational-targeted messages, the color palette was shifted between the materials to appeal to each age group. While customized to each generation, the palettes maintain the sense of a single campaign by utilizing shared colors and tonal shifts.

In a time of economic uncertainty, these materials meet investors where they are in their investment life cycle; providing support, confidence and a sense of partnership with their plan provider.