Bridging generations – leveraging intergenerational initiatives in city marketing

Purpose:The article aims to identify the importance of cities' practices in bridging generations and to identify approaches cities can leverage when implementing intergenerational marketing initiatives.Design/methodology/approach: The research was conducted using desk research and a case study using an exploratory qualitative approach.Content analysis of official documents and published materials was used to describe intergenerational initiatives and identify applied marketing approaches.Findings: The research identifies the significance of intergenerational interactions for cities and their communities, explores strategies applicable to intergenerational marketing, and examines approaches cities employ to lead and support intergenerational initiatives. Research limitations/implications:The case study is limited to Barcelona and Wroclaw.The content analyses and information synthesis consider the qualitative data collected in the case studies.Triangulation of methods and data in further research would allow for broadening the research material and deeper analysis.Practical implications: Research indicates the rationale of using multifaceted approaches to intergenerational marketing, combining initiatives based on age-inclusive, pro-ageing, cross-generational and age-agnostic strategies.Originality/value: The research contributes to understanding intergenerational marketing approaches and determining their importance and applicability in cities' practice.Recognising the importance of bridging generations in city communities and exploring possible approaches to implementing intergenerational marketing can foster developing city practices in this area.