{"id":11461,"date":"2024-04-04T09:47:37","date_gmt":"2024-04-04T14:47:37","guid":{"rendered":"https:\/\/www.icesi.edu.co\/marketingzone\/?p=11461"},"modified":"2024-04-04T10:21:18","modified_gmt":"2024-04-04T15:21:18","slug":"soy-centennial-pero-me-siento-millennial-por-que-es-un-error-garrafal-encasillar-al-consumidor","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/soy-centennial-pero-me-siento-millennial-por-que-es-un-error-garrafal-encasillar-al-consumidor\/","title":{"rendered":"Soy centennial, pero me siento millennial\u00bb: por qu\u00e9 es un error garrafal encasillar al consumidor"},"content":{"rendered":"<p>A los profesionales del marketing les chifla dividir a los consumidores en compartimentos estancos que est\u00e1n a merced \u00fanica y exclusivamente de la edad. La\u00a0segmentaci\u00f3n demogr\u00e1fica\u00a0es para los marketeros una aut\u00e9ntica obsesi\u00f3n, pero esa obsesi\u00f3n se revela a menudo a todas luces malsana, m\u00e1xime\u00a0<strong>cuando la mayor parte de los consumidores no se sienten identificados con la generaci\u00f3n a la por edad est\u00e1n adscritos supuestamente.<\/strong>\u00a0As\u00ed se desprende al menos de un reciente estudio llevado a cabo en Estados Unidos por la empresa de investigaci\u00f3n de mercados YouGov.<\/p>\n<p>Para emprender su investigaci\u00f3n\u00a0YouGov\u00a0entrevist\u00f3 a 13.000 adultos y les pregunt\u00f3 con qu\u00e9 generaci\u00f3n sent\u00edan que ten\u00edan m\u00e1s identificados con independencia de la generaci\u00f3n que dicta (de manera no necesariamente impepinable) su propia edad.<\/p>\n<p><strong>Entre los j\u00f3venes de entre 18 y 29 a\u00f1os solo el 29% se identifica con la\u00a0Generaci\u00f3n Z, pese a que por edad este es el grupo demogr\u00e1fico al que mayoritariamente deber\u00edan estar adscritos.\u00a0<\/strong>El 22% de los centennials siente que tiene en realidad m\u00e1s cosas en com\u00fan con los millennials, mientras que el 11% cree estar m\u00e1s en sinton\u00eda con los valores de las Generaci\u00f3n X. Sorprende igualmente que el 17% de los j\u00f3venes que por edad pertenecen a la Generaci\u00f3n Z se sientan m\u00e1s identificados con generaciones extraordinariamente distantes en cuanto a edad como los \u00abbaby boomers\u00bb (6%), la generaci\u00f3n silenciosa (4%) y la generaci\u00f3n grandiosa (7%). El 21% de los centennials tiene en todo caso dudas sobre la generaci\u00f3n con la que m\u00e1s se identifica.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-914928\" src=\"https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/04\/survey-result-1.jpg\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" srcset=\"https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/04\/survey-result-1.jpg 1200w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/04\/survey-result-1-834x850.jpg 834w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/04\/survey-result-1-768x783.jpg 768w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/04\/survey-result-1-161x164.jpg 161w\" alt=\"\" width=\"1200\" height=\"1223\" \/><\/figure>\n<p><strong>Si nos detenemos en los adultos de entre 30 y 44 a\u00f1os, apenas el 30% confiesan sentirse reflejados como en un espejo en la Generaci\u00f3n del Milenio<\/strong>, aquella a la que por edad pertenecen mayoritariamente. El 21% de los\u00a0millennials\u00a0confiesa tener m\u00e1s cosas en com\u00fan con la Generaci\u00f3n X, mientras que el 11% se siente m\u00e1s af\u00edn a la Generaci\u00f3n Z.<\/p>\n<h3 class=\"wp-block-heading\"><strong>\u00bfTiene realmente sentido hacer marketing generacional cuando los consumidores se resisten a ser encasillados en una generaci\u00f3n espec\u00edfica?<\/strong><\/h3>\n<p><strong>La identificaci\u00f3n del consumidor con la generaci\u00f3n a la que por edad est\u00e1 a priori supeditado tiende a pegar el estir\u00f3n con la edad<\/strong>\u00a0(y este es un dato en modo alguno balad\u00ed que las marcas deber\u00edan tener por supuesto en cuenta). Entre los adultos de entre 45 y 64 a\u00f1os, que por edad pertenecen a la Generaci\u00f3n X, el 35% de los consumidores se sienten efectivamente identificados con este grupo demogr\u00e1fico. El 25% considera que comparte m\u00e1s valores e intereses con los \u00abbaby boomers\u00bb, una generaci\u00f3n que no es modo alguno remota para este grupo demogr\u00e1fico.<\/p>\n<p>Finalmente, y en sinton\u00eda con la tesis (parece que probada) de que la identificaci\u00f3n del consumidor con la generaci\u00f3n a la que por edad pertenece crece a medida que este cumple a\u00f1os,\u00a0<strong>el 54% de los adultos mayores de 65 a\u00f1os se sienten identificados con los \u00abbaby boomers\u00bb<\/strong>, mientras que una peque\u00f1a minor\u00eda comparte asimismo rasos con la generaci\u00f3n grandiosa (10%), la generaci\u00f3n silenciosa (6%) y la Generaci\u00f3n X (6%).<\/p>\n<p><strong>Los resultados puestos sobre la mesa por el informe de YouGov est\u00e1n alineados con un anterior informe que conclu\u00eda que la mayor parte de los millenniasl no se sent\u00edan adscritos a la Generaci\u00f3n del Milenio.<\/strong>\u00a0Y en esta misma l\u00ednea, una tercera investigaci\u00f3n puso de manifiesto que solo del 41% de los consumidores pertenecientes a la Generaci\u00f3n X se sent\u00edan identificados con este grupo demogr\u00e1fico.<\/p>\n<p>El estudio de YouGov no hace sino poner de relieve que, pese a que a menudo emergen a la superficie brechas generacionales en determinados comportamientos y actitudes, la edad no dictamina necesariamente tales comportamientos y actitudes. Y precisamente por esta raz\u00f3n\u00a0<strong>es necesario que las marcas se despeguen de los brazos del marketing generacional para abrazar en su lugar el\u00a0marketing intergeneracional, que busca puntos de contacto entre generaciones diferentes.<\/strong><\/p>\n<p>Fuente: https:\/\/www.marketingdirecto.com\/marketing-general\/marketing\/por-que-es-error-garrafal-encasillar-consumidor<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A los profesionales del marketing les chifla dividir a los consumidores en compartimentos estancos que est\u00e1n a merced \u00fanica y exclusivamente de la edad. La\u00a0segmentaci\u00f3n demogr\u00e1fica\u00a0es para los marketeros una aut\u00e9ntica obsesi\u00f3n, pero esa obsesi\u00f3n se revela a menudo a todas luces malsana, m\u00e1xime\u00a0cuando la mayor parte de los consumidores no se sienten identificados con [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":11463,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-11461","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Soy centennial, pero me siento millennial&quot;: por qu\u00e9 es un error garrafal encasillar al consumidor | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/soy-centennial-pero-me-siento-millennial-por-que-es-un-error-garrafal-encasillar-al-consumidor\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Soy centennial, pero me siento millennial&quot;: por qu\u00e9 es un error garrafal encasillar al consumidor | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"A los profesionales del marketing les chifla dividir a los consumidores en compartimentos estancos que est\u00e1n a merced \u00fanica y exclusivamente de la edad. 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