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Target Market Segmentation | Generation Definition

It is vital to businesses to communicate with their customers, and customer age group influences this communication. Because utilities provide services used by everyone, their messaging must be multi-generational for a robust customer relationship. Accordingly, we cover every generation target market likely to be a utility customer now or in the near future.

Target Market Segmentation for Utilities

Utility customers can come from five generations right now. This table summarizes key points from several Pew Research studies that show how technology use is spreading from younger to older generations as well as the relative size of those generations. 

Sources are from Pew Research: 

1. “How Millennials today compare with their grandparents 50 years ago
2. “Millennials projected to overtake Baby Boomers as America’s largest generation
3. “Millennials are the largest generation in the U.S. labor force
4. “5 facts about Millennial households
5. “Millennials stand out for their technology use, but older generations also embrace digital life


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Target Marketing Strategies

The Value of Understanding Generations For Target Market Analysis

Defining generation market data & Generations are important groupings. “An individual’s age is one of the most common predictors of differences in attitudes and behaviors,” notes Pew Research. “Age differences in attitudes can be some of the widest and most illuminating,” they continue. This is because age provides information about generational cohort and developmental stage. Those two points of reference are: “[1] their place in the life cycle – whether a young adult, middle-aged parent or retiree – and [2] their membership in a cohort of individuals who were born at a similar time.”

Ask for a one-to-one demonstration & watch how Brilliency helps utility services to define generation market data & use that knowledge to provide an interactive solution.

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UTILITy MESSAGING FOR The Silent Generation

Born 1928-1945, the silent generation has seen some of the most monumental events in our recorded history including the Great depression, both to World Wars and significant technology advancements.

A common trend about members of the Silent Generation is their spending habits. Members of the generation have social and economic habits formed during times of significant hardship and their spending habits tend to be more frugal.

While technology dominates daily life, the silent generation still prefers traditional means of communication.  For utilities, this generation is less-likely to embrace digital communications.

Read more about utility messaging for the Silent Generation »

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UTILITy MESSAGING FOR Baby Boomers

The Baby Boomer generation starts with people born in 1946 and ends with people born in 1964. It has two subdivisions. Early Baby Boomers are associated with hippies and comprise the majority of retired boomers. The Late Baby Boomers are associated with yuppies.

Baby boomers, like the generation before them, have seen many events that have changed our world including the Cold war, the Civil Rights movement, Vietnam war, assassinations of JFK and Martin Luther King Jr, and the moon landing. It is a very iconic generation that lived through significant periods of cultural change.

Baby boomers value goods that can be personalized and show their status.  As parents and grandparents, baby boomers are motivated by youth to adopt new habits and technologies.

Utilities succeed when they invite baby boomers into new programs and services and communicate with them actively.

Read more about utility messaging for Baby Boomers »

Ask for a one-to-one demonstration & watch how Brilliency helps utility services to define generation market data & use that knowledge to provide an interactive solution.

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Utility Messaging for Generation X

Starting in 1965 and lasting until 1980, Generation X was the first generation to grow up with digital technology in their homes.

Generation Xers were described early on as “slackers,” cynical, nihilistic and unmotivated, but they proved to be highly entrepreneurial and self-reliant. Despite the fact that they distrust institutions, they have great loyalty as a whole.

As one of the most pivotal eras, Xers experienced everything from the first mass produced personal computers, the rise in HIV, the Space Shuttle Challenger disaster, Chernobyl, and the fall of the Berlin Wall.

To market to people belonging in this generation segment, it is important to note that this specific generation does not favor institutions. This generation expects utilities to improve communications with focus on ease and automation and that benefits of programs and services be the focus of sales – promotion efforts.

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UTILITy MESSAGING FOR Millennials

The Millennial generation starts with people born in 1981 and ends with people born in 1996. Defining events in this generation’s lifetime include September 11th and the BP oil spill.

Millennials are often dubbed by older generations as having a much easier life and seeming to have less motivation. While they may have it easier than past generations, several millennial innovators have single-handedly changed the face of technology and how humans interact with each other.

Millennials are under significant financial pressure and feel less stable than previous generations. Utilities marketing to millennials should keep their messages short and use digital platforms.

Read more about utility messaging for Millennials »

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UTILITy MESSAGING FOR Generation Z

Generation Z starts with people born in 1997 and ends with people born in 2010. Gen Z is just coming of age and during its short tenure on this planet has seen the explosion of the World Wide Web, social media, and mobile devices.

Generation Z experienced their parents trying to adapt during the great recession of 2008 and is changing the way the world communicates as early adopters of social media

Utilities are just now building a consumer base of Generation Z as the earliest of this group approaches adulthood and is establishing its own households.  When marketing to Generation Z, utilities benefit from including messages about environmental impact and showing this group how to save money on their utility costs.

Read more about utility messaging for Generation Z »

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How younger Generations are defining communications

As technology advances, it becomes more and more integrated into everyday life.  Because of the sheer numbers in the Millennial generation, which is all now in adulthood, digital natives are now forever going to be increasing their foothold on utility customer bases.

Educator and author Marc Prensky defines digital natives as, “‘Native speakers’ of the digital language of computers, video games, and the Internet,” they, “have spent their entire lives surrounded by and using [technology].” 

Nobody knows how technology will end up advancing, but as trends are set and consumers continue to crave the newest tech, utilities will have to keep up in order to satisfy the ever-growing population of digital natives.

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Your utility could better serve its consumers and reach performance goals by:

  • providing advanced energy efficiency programs
  • responding quicker
  • rolling out new programs and services
  • building stronger relationships with its customers

Brilliency is a consumer engagement platform that helps utilities understand their audience and connect with them in a meaningful way. Brilliency is simple to use and allows consumers to better manage their home or business utilities. After an easy one-time setup, they use the app to see their consumption over time, learn strategies for improving energy efficiency, report an outage and connect to pay bills — one place for all their utilities right in the palm of their hand for the utility.

Brilliency helps you better understand your consumers. You can customize the interaction you have with them by using rewards-based incentives, getting information that matters to you; things like:

  • household behaviors
  • commercial operations information
  • interest in special programs

Brilliency also allows them to interact with consumers more easily, issue timely alerts, send energy savings tips, roll out new energy efficiency programs and communicate with them so they stay informed and happy. It all adds up to a better experience for the utility and the consumer.

Brilliency transforms the relationship between utilities and their commercial and residential consumers. Our cloud-based engagement platform increases energy efficiency and delivers behavioral demand response. Feedback loops with the consumer encourage learning, conservation and action through its game-based platform.

To learn more about target market segmentation and how to improve your relationship with your utility customers, get a no-obligation, one-to-one demonstration of one of the most powerful customer engagement tools ever to hit the utility industries.

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