What are the different generations: Meet the eight generations of our lifetime.

What shaped The Greatest Generation (or GI Generation) and the Silent Generation?

‘The Greatest Generation’ refers to people born between 1901 and 1927 who lived through the Great Depression and the Second World War. After them came ‘The Silent Generation’ of people born between 1928 and 1945. The Silent Generation came of age during post-war recovery, and so that generation values security and stability. Both groups prioritise loyalty, community, and trust, and as customers, they respond well to clear messaging, reliability, and brands that demonstrate consistency over time. In other words, they engage better with simple layouts, legible fonts, and straightforward offers that emphasise dependability.

But what of the other eight generations of our lifetime? How do they respond to marketing and advertising, and how should you shape your messaging to reach them? This article will walk through every generation since, showing you who they are, what shaped them, and how to connect with them as audiences for your business. Understanding each group is less about dividing people into faceless categories and more about tailoring your message in ways that feel relevant to their lived experiences. With Adobe Express, you can design visuals that suit each style, whether that’s classic, nostalgic designs for older audiences or bold, digital-first graphics for younger generations.

Who are the Baby Boomers, and who are Generation X?

Baby Boomers are people born between 1946 and 1964. They grew up during post-war prosperity, and they tend to value quality, personal service, and brands that reflect ambition and stability. Many are still active in the workplace or still have business ownership. They often prefer email campaigns, traditional marketing channels, and clear, value-driven content. Visuals that spark nostalgia or highlight reliability can work particularly well for Boomers. Try creating flyers and posters with classic typography and warm colours to appeal to this group’s trust in tradition. For Boomers, consistency across your brand touchpoints also matters, so consider keeping your design style recognisable and stable to maintain trust.

Generation X are the generation born between 1965 and 1980. This group tends to be more sceptical and independent. They bridge analogue and digital, so they appreciate both traditional and online marketing, and Gen X customers respond to authenticity, time-saving solutions, and practical value. They tend to dislike hype but respect expertise, so short, informative social posts, clean designs, and well-structured presentations resonate with them. They are also highly loyal once convinced, meaning businesses that prove their value can enjoy long-term relationships with this audience. Use Adobe Express to create professional decks, sharp LinkedIn visuals, and streamlined templates that save them time while reinforcing your authority. Learn how to optimise your social media visual content and how to build your personal brand on British social media.

What’s the difference between the Millennials and Generation Z?

Millennials, born between 1981 and 1996, came of age with the birth of the internet and early social media. They value purpose, community, and experiences over possessions, and as customers, they connect with brands that demonstrate social responsibility and offer a sense of belonging. They are highly visual and respond to storytelling through design; think infographics, Instagram reels, and interactive content. To reach them, try designing campaigns that highlight your values with bold colours, custom fonts, and authentic imagery. They also appreciate transparency, so clear pricing and behind-the-scenes stories go a long way in gaining their trust. Learn more about 90s nostalgia and Y2K designs that speak to Millennials.

Generation Z, born between 1997 and 2012, are true digital natives. They grew up with social media in their back pockets and, as a result, prefer short-form video, authentic messaging, and brands that take a stand on social issues. They are quick to disengage if content feels inauthentic or forced. To connect with Gen Z, focus on visual-first strategies: TikTok graphics, Instagram stories, and memes that speak their language. They also appreciate co-creation, whereby you invite them to engage with your brand. Peer recommendations and influencer marketing often influence this group more than traditional advertising. To reach them, you’ll have to create TikToks and other on-brand content fast so you can stay relevant on the platforms where they spend time. Learn how to use TikTok for business and discover some viral TikTok trends for small businesses.

Meet the new kids on the block: Generation Alpha and Generation Beta.

Generation Alpha are children born from 2013 onwards. These children are an emerging target market for businesses and are growing up with AI, interactive learning, and rapid technologisation of spaces like schools. Though still young, they are influenced heavily by Millennial parents and digital-first education. For businesses, Alpha represents the future consumer, engaged through playful, interactive, and visually engaging content. Think educational slideshows, gamified learning tools, and colourful classroom posters that enthral. Parents play a key role in purchase decisions, so targeting Millennial parents and caregivers with family-friendly, educational, or sustainable content is often the best way to connect with Alpha audiences.

Generation Beta is the youngest generation of our time, expected to be dated from 2025 onwards. This generation will inherit a world where climate, technology, global awareness, and social issues dominate. They are likely to demand transparency, sustainable practices, and immersive experiences. While speculative now, preparing your brand for Beta means building adaptable, digital-first communication strategies. Businesses will need to design content that is flexible across devices, interactive by default, and mindful of global concerns. Adobe Express allows you to experiment with fresh design styles and adapt content quickly, ensuring you stay ahead as new generations set new expectations for brand engagement. Learn more about building on-brand content and how to build your brand identity with the one-click apply brand tool.

Create content for audiences in every generation with Adobe Express.

Reaching different generations means adjusting your tone, design, and channels to match their preferences. Older audiences like the Greatest Generation, the Silent Generation, and Boomers value consistency and reliability, so using clear fonts, trusted colour palettes, and simple layouts can help you connect. Gen X, by contrast, likes straightforward, informative content that respects their time. Millennials respond to storytelling and social responsibility, while Gen Z is all about fast-moving, visual-first content that feels authentic. For Generation Alpha and the soon-to-arrive Generation Beta, interactivity, playfulness, and sustainable values will be essential. By understanding these traits, you can better align your business messaging and create content that feels personal and relevant, no matter the demographic.

Adobe Express makes tailoring your content to each generation straightforward. Its wide range of templates means you can quickly design a flyer for a Boomer audience, a polished LinkedIn visual for Gen X, or a TikTok-ready graphic for Gen Z. You can adjust colours, fonts, and layouts to make your designs feel consistent with your brand while still resonating with the audience you’re targeting. With the ability to adapt styles quickly, you can experiment, test, and refine your messaging across multiple platforms. That flexibility ensures you always stay relevant, whether you’re appealing to nostalgic Boomers or engaging trend-savvy Gen Z. Adobe Express can help you connect with every generation in a way that feels authentic and effective to your target customers.

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Adobe Express can help you.

From the Greatest Generation to the latest generation, every generation connects through visuals. Adobe Express gives you free templates for social posts, flyers, presentations, and more. Edit fonts, colours, and layouts to match your brand and connect authentically with your audience. Start creating with Adobe Express today.