When Age Is Just a Number. Premises and Implications for Using Intergenerational Marketing

Purpose | The paper aims to identify the premises and implications of using intergenerational marketing. Research method | The study was conducted using a scoping review supported by desk research, based on online publications and reports on intergenerational marketing and content analysis of brands’ campaigns relaying the ideas of intergenerational marketing. Results | The author describes various conditions and trends that provide premises for the rise of intergenerational marketing and identifies intergenerational marketing strategies and related challenges. The article proposes categorising age-inclusive strategies into age-inclusive, pro-ageing, cross-generational and age-agnostic marketing, illustrating them with selected marketing practices. The synthesis and summary of the considerations allow the comparison of the identified strategies by main focuses, distinctive features, and marketing content guidelines. Originality / value / implications / recommendations | The article moves from the gen erational approach commonly used in scientific literature and marketing practice. The author identifies the premises influencing the development of intergenerational marketing. The article’s value derives largely from the identification and categorisation of intergenerational marketing strategies and the implications for using each strategy. Beyond the practical implications, research on integrated marketing also responds to societal challenges by addressing inclusiveness, ageism, generational stereotyping and other biases.