{"id":2114,"date":"2019-01-31T22:45:00","date_gmt":"2019-02-01T03:45:00","guid":{"rendered":"https:\/\/distributionstrategy.com\/uncategorized\/marketing-to-millennials-and-gen-z-have-you-adapted-your-marketing-for-the-next-generation\/"},"modified":"2026-09-07T16:16:16","modified_gmt":"2026-09-07T20:16:16","slug":"marketing-to-millennials-and-gen-z-have-you-adapted-your-marketing-for-the-next-generation","status":"publish","type":"post","link":"https:\/\/distributionstrategy.com\/2019\/01\/marketing-to-millennials-and-gen-z-have-you-adapted-your-marketing-for-the-next-generation\/","title":{"rendered":"Marketing to Millennials and Gen Z: Have You Adapted Your Marketing for the Next Generation?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">In our\u00a0<a href=\"https:\/\/distributionstrategy.com\/research-distributors-are-heading-in-right-direction-for-marketing\/\">recent surveys<\/a>\u00a0of distributors on how they approach marketing, we found that many recognize they need to adapt to changing customer demographics \u2013 but they\u2019re not sure how.<\/p>\n\n\n\n<p><!--more--><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In a survey of\u00a0<em>Industrial Supply<\/em>\u2019s readers, one respondent said it well: \u201cThe digital capability of these emerging generations will require digital mastery by distribution to sustain relevance.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The truth is: The \u201cnext\u201d generation is here now. The oldest Millennials are 36; many are moving into or are already in decision-making positions. Distributors must change their marketing approach \u2013 whether they\u2019re ready or not. The problem: Many aren\u2019t. Respondents to our latest survey said that social media, search-engine marketing and email were all priorities, but they weren\u2019t using them at a frequency in line with best practices. Instead, distributors continue to excel in print and in-person channels, such as trade shows and catalogs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Distributors need to structure their go-to-market strategy around Millennials\u2019 and Gen Z\u2019s shopping and buying habits. They need to employ\u00a0<a href=\"https:\/\/distributionstrategy.com\/multichannel-vs-omnichannel-whats-the-difference\/\">an omnichannel approach<\/a>\u00a0to serving their customers, and that includes embracing digital tools. Distributors that do will gain a significant edge in their markets for the long haul.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"http:\/\/industrialsupplymagazine.com\/pages\/Print-edition---JanFeb19---Bein.php\">Read more about the state of distributor marketing in this article by Jonathan Bein for Industrial Supply magazine.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The truth is: The \u201cnext\u201d generation is here now. The oldest Millennials are 36; many are moving into or are already in decision-making positions. Distributors must change their marketing approach \u2013 whether they\u2019re ready or not.<\/p>\n","protected":false},"author":67,"featured_media":184,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_tec_requires_first_save":true,"content-type":"","_EventAllDay":false,"_EventTimezone":"","_EventStartDate":"","_EventEndDate":"","_EventStartDateUTC":"","_EventEndDateUTC":"","_EventShowMap":false,"_EventShowMapLink":false,"_EventURL":"","_EventCost":"","_EventCostDescription":"","_EventCurrencySymbol":"","_EventCurrencyCode":"","_EventCurrencyPosition":"","_EventDateTimeSeparator":"","_EventTimeRangeSeparator":"","_EventOrganizerID":[],"_EventVenueID":[],"_OrganizerEmail":"","_OrganizerPhone":"","_OrganizerWebsite":"","_VenueAddress":"","_VenueCity":"","_VenueCountry":"","_VenueProvince":"","_VenueState":"","_VenueZip":"","_VenuePhone":"","_VenueURL":"","_VenueStateProvince":"","_VenueLat":"","_VenueLng":"","_VenueShowMap":false,"_VenueShowMapLink":false,"_tribe_blocks_recurrence_rules":"","_tribe_blocks_recurrence_description":"","_tribe_blocks_recurrence_exclusions":"","_featured_video_url":"","footnotes":""},"categories":[293,294,292,314,287,316],"tags":[],"coauthors":[168],"class_list":["post-2114","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai-tech-digital-commerce","category-b2b-ecommerce-marketplaces","category-marketing-digital-marketing","category-people-leadership","category-sales-marketing","category-workforce-talent-succession"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing to Millennials and Gen Z: Have You Adapted Your Marketing for the Next Generation? - Distribution Strategy Group<\/title>\n<meta name=\"description\" content=\"The truth is: The \u201cnext\u201d generation is here now. The oldest Millennials are 36; many are moving into or are already in decision-making positions. Distributors must change their marketing approach \u2013 whether they\u2019re ready or not.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/distributionstrategy.com\/2019\/01\/marketing-to-millennials-and-gen-z-have-you-adapted-your-marketing-for-the-next-generation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing to Millennials and Gen Z: Have You Adapted Your Marketing for the Next Generation? - Distribution Strategy Group\" \/>\n<meta property=\"og:description\" content=\"The truth is: The \u201cnext\u201d generation is here now. The oldest Millennials are 36; many are moving into or are already in decision-making positions. Distributors must change their marketing approach \u2013 whether they\u2019re ready or not.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/distributionstrategy.com\/2019\/01\/marketing-to-millennials-and-gen-z-have-you-adapted-your-marketing-for-the-next-generation\/\" \/>\n<meta property=\"og:site_name\" content=\"Distribution Strategy Group\" \/>\n<meta property=\"article:published_time\" content=\"2019-02-01T03:45:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-07T20:16:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2022\/04\/MARKET1-1-1024x512.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jonathan Bein\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jonathan Bein\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/distributionstrategy.com\\\/2019\\\/01\\\/marketing-to-millennials-and-gen-z-have-you-adapted-your-marketing-for-the-next-generation\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/distributionstrategy.com\\\/2019\\\/01\\\/marketing-to-millennials-and-gen-z-have-you-adapted-your-marketing-for-the-next-generation\\\/\"},\"author\":{\"name\":\"Jonathan Bein\",\"@id\":\"https:\\\/\\\/distributionstrategy.com\\\/#\\\/schema\\\/person\\\/17d2b7a6287ca5dbbc445617bfcf7a75\"},\"headline\":\"Marketing to Millennials and Gen Z: Have You Adapted Your Marketing for the Next Generation?\",\"datePublished\":\"2019-02-01T03:45:00+00:00\",\"dateModified\":\"2026-09-07T20:16:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/distributionstrategy.com\\\/2019\\\/01\\\/marketing-to-millennials-and-gen-z-have-you-adapted-your-marketing-for-the-next-generation\\\/\"},\"wordCount\":227,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/distributionstrategy.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/distributionstrategy.com\\\/2019\\\/01\\\/marketing-to-millennials-and-gen-z-have-you-adapted-your-marketing-for-the-next-generation\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/distributionstrategy.com\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/MARKET1-1-1024x512.jpg\",\"articleSection\":[\"AI, Tech, &amp; Digital Commerce\",\"B2B Ecommerce &amp; Marketplaces\",\"Marketing &amp; Digital Marketing\",\"People &amp; Leadership\",\"Sales &amp; Marketing\",\"Workforce, Talent &amp; Succession\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/distributionstrategy.com\\\/2019\\\/01\\\/marketing-to-millennials-and-gen-z-have-you-adapted-your-marketing-for-the-next-generation\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/distributionstrategy.com\\\/2019\\\/01\\\/marketing-to-millennials-and-gen-z-have-you-adapted-your-marketing-for-the-next-generation\\\/\",\"url\":\"https:\\\/\\\/distributionstrategy.com\\\/2019\\\/01\\\/marketing-to-millennials-and-gen-z-have-you-adapted-your-marketing-for-the-next-generation\\\/\",\"name\":\"Marketing to Millennials and Gen Z: Have You Adapted Your Marketing for the Next Generation? - Distribution Strategy Group\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/distributionstrategy.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/distributionstrategy.com\\\/2019\\\/01\\\/marketing-to-millennials-and-gen-z-have-you-adapted-your-marketing-for-the-next-generation\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/distributionstrategy.com\\\/2019\\\/01\\\/marketing-to-millennials-and-gen-z-have-you-adapted-your-marketing-for-the-next-generation\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/distributionstrategy.com\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/MARKET1-1-1024x512.jpg\",\"datePublished\":\"2019-02-01T03:45:00+00:00\",\"dateModified\":\"2026-09-07T20:16:16+00:00\",\"description\":\"The truth is: The \u201cnext\u201d generation is here now. 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