Uncool, But Oh So Valuable

Marketers areconstantly drawn towhat is new, vibrantand buzzing withenergy – qualities that makeGen Z the natural focal point fortheir campaigns. However, asthe spotlight shines bright onthis digital-savvy generation, onecannot help but wonder if we areforgetting something.

Millennials and Gen X maynot dominate TikTok trends orflood Instagram reels, but theyare the people who make the bigfinancial decisions, globally andhere in Pakistan. The question isnot whether Gen Z matters, butwhether the current obsessionwith them overshadows efforts toconnect with the people steeringspending power. According toa 2023 Gen Z survey by PulseConsultants Pakistan, 84% ofurban Gen Z did not earn anincome while studying; theyrelied on pocket money fromtheir families. Furthermore,30% of the population is under18 years of age, a significantproportion that is still financiallydependent on their family.

Pakistan’s demographiclandscape paints a compellingpicture. Gen Z (ages 13-28)forms the largest generationalcohort in numbers. However,what many marketers miss isthe economic influence wieldedby Millennials (ages 29-44) andGen X (ages 45-60). These twogenerations are not just thebackbone of Pakistan’s economy;they are the primary decisionmakers in multi-generationalhouseholds. Millennials, for themost part, are firmly establishedin their careers and driveconsumer spending. Gen X holdswealth and dominates sectorslike real estate, automobiles and high-end consumer goods.Together, they drive a large partof Pakistan’s economic engine.

The fascination with Gen Z isnot without foundation. Theyare the trendsetters and digitalnatives who have grown up withsmartphones and social media.Their influence on pop culture,lifestyles and openness to newproducts and services make theman attractive target. Furthermore,they are the future, and theircareer choices and behaviours areset to shape businesses, so it isnot surprising that marketers aretempted to focus on this immensepool of young consumers.However, we cannot overlookthe substantial contribution of thepreceding generations.

Purchasing Power: Millennials, often referred to asthe sandwich generation, jugglefinancial responsibilities forboth their children and ageingparents. They invest in homes,cars, education and healthcare.In Pakistan, where extendedfamilies are common, theirspending decisions influencethe generational divide at bothends. Gen X today often headfamily businesses or hold seniorpositions in organisations.Their spending leans towardsdurable goods, luxury items andinvestment opportunities.

Family Decision Makers: Although Gen Z is often portrayedas breaking barriers and traditionsand living their lives the way theywant to, the reality is that in mostPakistani households, decisionmaking is rarely confined to oneindividual. Millennials and Gen Xoften influence or outright dictatefamily purchasing decisions, including products aimed at younger generation. A marketingcampaign targeting Gen Z butleaving out their parents or eldersiblings can miss out on keysegments that influence yourtarget audience.

Brand Loyalty and Longevity: Unlike Gen Z, who oftenchase trends and are quick tochange loyalties, Millennialsand Gen X value consistencyand reliability. Brands thatbuild trust with them benefitfrom long-term relationshipsand repeat business – criticalfor industries like banking,healthcare and real estate.

Successful marketing requirespersonalisation at scale to ensurerelevance across generations.Campaigns should reflectshared values while tailoringmessages to each generation’sdistinct preferences; Gen X andMillennials value stability; Gen Zusually looks for value for money,authenticity and relevance.

Media Diversification: Effective media planningis key, and by focusing onaudience segmentation andplatform-specific content,marketers can ensure theytarget different generationseffectively. Platforms suchas TikTok and Snapchat arecrucial for engaging Gen Z,but a diversified media mixis essential for a broaderreach. Using Meta, YouTubeand local digital publishersensures better engagementwith Millennials and Gen X,and despite the rise of digital,TV remains a powerful mediumfor mass reach (89% of allurban individuals watch TV),particularly for brands aimingto drive awareness and recallacross all generations.

Although Gen Z is a key targettoday, brands are also movingtheir gaze toward Gen Alpha(born after 2010) who aregrowing up in a hyper-connectedworld. This generation isexpected to develop even greaterdigital fluency than Gen Z.However, as Gen Alpha is largelystill below 18, direct marketingto this segment is limited,particularly on digital platformswhere purchasing excludesminors. Brands need to engagethem through the decisionmakers in their lives – theirparents who are… Millennialsand Gen X. The opportunitylies in creating campaigns thatresonate with parents while alsocapturing the attention of GenAlpha. In addition to all this, wenow have Gen Beta (born in2025), and this means that anentirely new cohort with distinctvalues and behaviours is comingup on the horizon. Although it’stoo early to predict their exacttraits, they will grow up in a worldshaped by advanced AI andimmersive virtual experiences,factors that will mould theirconsumption patterns in ways wecannot yet imagine.

In a rapidly shifting marketinglandscape, it’s understandablethat brands are eager to focus onemerging generations to capturenew markets early, and althoughthis strategy makes sense, it’simportant to remember that theuncool kids – steady, reliableand influential – are the onesprimarily driving the economytoday. Ignoring them can meanleaving money – and loyalty – onthe table.

Urooj Hussain is Director Strategy,Brainchild Communications PakistanLinkedIn: uroojhussain1