Marketers are constantly drawn to what is new, vibrant and buzzing with energy – qualities that make Gen Z the natural focal point for their campaigns. However, as the spotlight shines bright on this digital-savvy generation, one cannot help but wonder if we are forgetting something.

Millennials and Gen X may not dominate TikTok trends or flood Instagram reels, but they are the people who make the big financial decisions, globally and here in Pakistan. The question is not whether Gen Z matters, but whether the current obsession with them overshadows efforts to connect with the people steering spending power. According to a 2023 Gen Z survey by Pulse Consultants Pakistan, 84% of urban Gen Z did not earn an income while studying; they relied on pocket money from their families. Furthermore, 30% of the population is under 18 years of age, a significant proportion that is still financially dependent on their family.

Pakistan’s demographic landscape paints a compelling picture. Gen Z (ages 13-28) forms the largest generational cohort in numbers. However, what many marketers miss is the economic influence wielded by Millennials (ages 29-44) and Gen X (ages 45-60). These two generations are not just the backbone of Pakistan’s economy; they are the primary decision makers in multi-generational households. Millennials, for the most part, are firmly established in their careers and drive consumer spending. Gen X holds wealth and dominates sectors like real estate, automobiles and high-end consumer goods. Together, they drive a large part of Pakistan’s economic engine.

The fascination with Gen Z is not without foundation. They are the trendsetters and digital natives who have grown up with smartphones and social media. Their influence on pop culture, lifestyles and openness to new products and services make them an attractive target. Furthermore, they are the future, and their career choices and behaviours are set to shape businesses, so it is not surprising that marketers are tempted to focus on this immense pool of young consumers. However, we cannot overlook the substantial contribution of the preceding generations.

Purchasing Power: Millennials, often referred to as the sandwich generation, juggle financial responsibilities for both their children and ageing parents. They invest in homes, cars, education and healthcare. In Pakistan, where extended families are common, their spending decisions influence the generational divide at both ends. Gen X today often head family businesses or hold senior positions in organisations. Their spending leans towards durable goods, luxury items and investment opportunities.

Family Decision Makers: Although Gen Z is often portrayed as breaking barriers and traditions and living their lives the way they want to, the reality is that in most Pakistani households, decision making is rarely confined to one individual. Millennials and Gen X often influence or outright dictate family purchasing decisions, including products aimed at younger generation. A marketing campaign targeting Gen Z but leaving out their parents or elder siblings can miss out on key segments that influence your target audience.

Brand Loyalty and Longevity: Unlike Gen Z, who often chase trends and are quick to change loyalties, Millennials and Gen X value consistency and reliability. Brands that build trust with them benefit from long-term relationships and repeat business – critical for industries like banking, healthcare and real estate.

Successful marketing requires personalisation at scale to ensure relevance across generations. Campaigns should reflect shared values while tailoring messages to each generation’s distinct preferences; Gen X and Millennials value stability; Gen Z usually looks for value for money, authenticity and relevance.

Media Diversification: Effective media planning is key, and by focusing on audience segmentation and platform-specific content, marketers can ensure they target different generations effectively. Platforms such as TikTok and Snapchat are crucial for engaging Gen Z, but a diversified media mix is essential for a broader reach. Using Meta, YouTube and local digital publishers ensures better engagement with Millennials and Gen X, and despite the rise of digital, TV remains a powerful medium for mass reach (89% of all urban individuals watch TV), particularly for brands aiming to drive awareness and recall across all generations.

Although Gen Z is a key target today, brands are also moving their gaze toward Gen Alpha (born after 2010) who are growing up in a hyper-connected world. This generation is expected to develop even greater digital fluency than Gen Z. However, as Gen Alpha is largely still below 18, direct marketing to this segment is limited, particularly on digital platforms where purchasing excludes minors. Brands need to engage them through the decision makers in their lives – their parents who are… Millennials and Gen X. The opportunity lies in creating campaigns that resonate with parents while also capturing the attention of Gen Alpha. In addition to all this, we now have Gen Beta (born in 2025), and this means that an entirely new cohort with distinct values and behaviours is coming up on the horizon. Although it’s too early to predict their exact traits, they will grow up in a world shaped by advanced AI and immersive virtual experiences, factors that will mould their consumption patterns in ways we cannot yet imagine.

In a rapidly shifting marketing landscape, it’s understandable that brands are eager to focus on emerging generations to capture new markets early, and although this strategy makes sense, it’s important to remember that the uncool kids – steady, reliable and influential – are the ones primarily driving the economy today. Ignoring them can mean leaving money – and loyalty – on the table.

Urooj Hussain is Director Strategy, Brainchild Communications Pakistan LinkedIn: uroojhussain1