Adding Generational Marketing to Your Toolkit

This article was first published in the STEM Pulse newsletter.

Mention to an experienced STEM marketer that physics and biology teachers require different marketing tactics, and you will elicit a belly chuckle. They are the same, yet wildly different in the way they approach science. Although there are certainly qualities STEM teachers share—like a vocation to teach—their needs and interests are different and change over time.

One of the factors impacting a shift to the Edtech market is the age of teachers. According to a study by the Rand Corporation, over 25% of teachers changed jobs after March 2020, and 57% of those who left were over the age of 50.

We wondered, "What has been the impact to STEM education?" Rand mentioned that 46% of teachers who left the teaching profession taught math and 37% taught science. For Edtech companies, this represents a huge shift in our prospect and customer lists.

Most Baby Boomers have reached or are reaching the end of their careers. In education, Boomers represent about 22% of the profession. It is now Generation X, at 50%, that dominates education roles, including senior decision makers. 28% of educators are Millennials.

Review this new research-based infographic to see how these different cohorts respond to education marketing and how STEM marketers can tap into social principles to get their attention.

Here are some generation cohort key facts you might want to add to your customer profiles: 

 BOOMERS (born 1946-1964)

·      96% use search engines

·      95% use email

·      92% shop for products/services online

·      75% of Boomers are on Facebook

·      19% more likely to share content via social media

 GEN-XERS (born 1965-1980)

·      80% name email as their preferred means of brand messaging

·      75% follow brands on social for deals and bargains

·      68% reported using coupons they’d been sent in the mail

·      52% said they do not like being contacted by brands via text

·      23% said they looked at offers via mobile app

 MILLENNIALS (born 1981-1996)

·      84% hate traditional advertising

·      80% expect brands to make a public commitment to good citizenship

·      73% say the internet is positive for society

·      68% are conducting daily searches—an average of 5 per day

·      57% view sponsored content but want it to feel authentic, entertaining, or useful

 GEN-Z (born 1997-2012)

·      86% rely on user reviews prior to making a purchase

·      67% want to stay true to values even when making purchases

·      62% of their time online is on a smartphone

·      50% state that knowing a brand is socially conscious, increases the likelihood of purchase.

·      8 second attention span

 Parting Thoughts

Understanding where and how different generational cohorts of educators are discovering your products is an important factor in shaping your messaging for them.

·      BOOMERs like video, price points and special offers.

·      Messaging GEN-X is all about authenticity. They’re looking for brands that make good on their promises.

·      Millennials are tech-savvy, idealistic, and cash strapped.

·      GEN-Z-ERs expect the brands they buy to reflect their values, such as a commitment to sustainability and support of social causes.