New Trends in Marketing Starting with Newspapers "Three-Generation Consumer Marketing" Part 2

Part 2: New Trends in Marketing Starting with Newspapers: "Three-Generation Consumer Marketing" (Part 2)

 

Lately, my child has been sprinkling current events into our conversations. Being still in elementary school, their perspective is very one-sided and simplistic. But when that little face says things like, "Is raising the consumption tax really a good idea?", I have to fight back the urge to laugh.

By the way, I noticed this newspaper ad.

It's for the Asahi Shogakusei Shimbun (Elementary School Newspaper) and Asahi Chugakusei Weekly (Junior High School Weekly). On the right, an illustration of grandparents accompanies the copy: "Give your grandchild an intellectual gift." Essentially, if grandparents subscribe to these papers, they'll be delivered to their grandchildren's homes, even if they live far apart. Given the situation mentioned earlier, I couldn't help but think, "That's nice!" It's truly three-generation consumption marketing. It seems like a newspaper particularly appealing to the grandparent generation, but it's a model other products and services could easily emulate.

 

This seemingly complex sales method actually nails the key points of three-generation consumption marketing. Research shows that in three-generation consumption, grandparents are more involved than expected—from the initial suggestion to the decision and the actual purchase. This means direct communication with grandparents is highly effective.

 

So, first, let's look at data on the media preferences of this grandparent generation. Figure 1 shows the degree of "newspaper preference" among people with grandchildren. Including those with "some preference," about 75% have a "newspaper preference." This significantly outpaces other media like television (36%) and the internet (38%).

Indeed, examining data on information sources for recent three-generation consumption advertising examples like "travel" and "finance" suggests newspapers remain a crucial information source (Figures 2 and 3).

The effectiveness of newspaper advertising in three-generation consumption marketing seems intuitively plausible. Therefore, Dentsu Inc. Media Services / Newspaper Division collects and analyzes advertising case studies targeting three-generation consumption, not limited to newspapers. Finally, we summarize key points for targeting three-generation consumption derived from case analysis.

 

Key Points for Targeting Three-Generation Consumption

 

① Direct communication with the grandparent generation is effective!

In three-generation consumption, grandparents' involvement—from suggesting purchases to making decisions and actual spending—is actually higher than expected. Therefore, communicating with grandparents is essential. This works even for products/services purely aimed at grandchildren. For example, a newspaper ad for school backpacks used the copy "To Grandpa and Grandma."

 

② Focus on providing "places" for interaction and creating "memories"

For grandparents, time spent with grandchildren and family is irreplaceable. This should be a key focus in product/service appeal points and advertising messaging. It makes sense that grandparents spend more on travel/leisure and milestones in their grandchildren's growth.

 

③ Adding value to products/services that benefit all three generations: grandparents, parents, and grandchildren

Early ads for three-generation consumption often merely featured all three generations in the frame—essentially just a creative gimmick. But many recent three-generation products impress me with their thoughtful design. Beyond services unique to three generations, they carefully cater to each generation's satisfaction. Given the demanding nature of the baby boomer generation, their strong desire to enjoy themselves is likely a key factor.

 

Three-generation consumption is expanding beyond the traditionally higher-priced "experiences" like travel and housing, reaching into everyday consumption like dining and fashion. We're also seeing diversification in the types of products and services. With this growth in three-generation consumption that makes everyone happy, let's hope it brings more smiles to families!