Customers are no longer a homogeneous group.
Each generation shops differently — with its own motivations, priorities, and brand responses.
Understanding these differences is now essential for effective retail and B2B strategy.
Let’s look at how different age groups behave in 2025 — and what they truly expect from brands.
Generation Z (up to 27): Digital Consumers With a Point of View
Gen Z is the first generation raised fully online.
They shop fast, intuitively, and see brands as part of their identity.
Key traits:
- Prefer authentic brands — reject empty marketing
- Shop via mobile, social platforms, and influencers
- Expect immediacy, transparency, and values (ethical, social, environmental)
- Lower loyalty but high engagement if trust is built
Retail must connect sales with community and content — not just products.
Gen Z wants to feel that the brand understands them – not that they are being sold something.
Millennials / Generation Y (28–42): Practical and Value-Driven
Millennials are the most active buyers.
They are informed and have high expectations.
Key traits:
- Seek quality and added value, not just price
- Shop online and offline — expect seamless transitions
- Respond to personalization, loyalty systems, and reviews
- Care about sustainability, origin, and brand story
Ideal audience for omnichannel strategy.
Generation X (43–58): Rational Decision Makers
Often key decision makers in households and companies.
It is loyal, more conservative, but still open to innovations that make sense.
Key traits:
- Prefer reliability over trends
- Focus on value-for-money
- Appreciate service and long-term relationships
Communication should be clear and benefit-focused.
Baby Boomers (59–75): Loyalty and Tradition
Still hold significant purchasing power.
They buy less impulsively, think more and stick to proven brands.
Key traits:
- Loyal when satisfied
- Value service and personal approach
- Prefer physical stores but gradually adapt to online
- Appreciate clarity and trustworthiness
It is important for brands to be easily accessible and understandable to them - without complicated technology or marketing clutter.
Silent Generation (75+): Often Overlooked
Important especially in health, food, and comfort categories.
Rely on trust and personal contact, with family influencing decisions.
Digital channels are less natural for them, but the influence of their families is growing, helping them choose products and brands.
Conclusion: Generations Differ — Trust Is Universal
Regardless of age, trust is the deciding factor.
Brands that combine speed and simplicity for the young with quality and stability for older customers will win.
For B2B partners: know your customer and adapt to them — not the other way around.