Bridging Skipped Generations: Intergenerational Marketing as a Catalyst for Aging Consumer Relationships

Abstract

This study examines how intergenerational marketing can strengthen connections between skipped generations, particularly young adults, and older consumers. Using qualitative interviews with cohorts of young adults, middle-aged adults, and older adults, it explores perceptions of marketing narratives aimed at aging consumers. Findings highlight both opportunities and challenges in leveraging marketing to foster respect, understanding, and shared identity across age groups. By framing marketing as a relational practice rather than a transactional tool, the study contributes to intergenerational theory. It offers practical guidance for brands and policymakers seeking to promote solidarity across generations. It underscores the importance of recognizing diverse perspectives within and between generational groups, positioning older consumers not simply as market segments but as active participants in intergenerational relationships. These insights inform the design of inclusive marketing strategies that reinforce connection and belonging across familial and societal contexts.