Emplifi, a leading unified customer engagement platform, has released findings from its latest report, “Marketing Across Generations: How Gen Z, Millennials, Gen X, and Baby Boomers Engage with Brands Differently”. The report explores generational differences in brand engagement and social commerce behavior. It found that more than half of Gen Z (53%) and Millennials (56%) have made purchases through social media platforms in the past three months.

The research underscores a fundamental shift in how younger generations interact with brands, especially in the social commerce space. Supporting this trend, EMARKETER noted that Gen Z adults aged 18 to 24 spend more than twice as much time on social platforms than the average U.S. adult. The Emplifi report, conducted with Alchemer, surveyed nearly 1,000 U.S. consumers across Gen Z, Millennials, Gen X, and Baby Boomers.

Generational Content Preferences

Engagement formats vary widely by age group. Nearly half of Gen Z respondents (46%) value interactivity in brand videos, compared to just 15% of Baby Boomers. Conversely, 84% of Boomers prioritize informative video content over flashier formats, reflecting their need for direct value.

“Younger consumers are increasingly drawn to dynamic, interactive content,” said Susan Ganeshan, CMO at Emplifi. “In contrast, Baby Boomers seek clarity and substance. To remain relevant, brands must leverage AI to scale personalized content tailored to generational preferences.”

Purchase Motivations: Aesthetic and Humor Matter for the Young

Visual appeal significantly influences purchasing decisions for younger demographics—42% of Gen Z and 38% of Millennials cite aesthetics as a key factor, compared to 29% of Baby Boomers. Humor also drives engagement, with 31% of Gen Z more inclined to purchase from brands using humor, while only 16% of Boomers feel the same.

“Each generation engages differently with brands,” Ganeshan explained. “Gen Z seeks fast, culturally relevant content. Millennials look for inspirational and polished visuals. Gen X values authenticity, while Boomers want concise, informative messaging.”

Customer Service Expectations Vary Across Generations

Human support remains vital, especially for older consumers—81% of Baby Boomers and 80% of Gen X expect to interact with a person for customer service. While 54% of Boomers still prefer phone calls, 30% of Gen Z and Millennials favor direct messaging via a brand’s social media account.

“Consumers expect real-time, multi-channel support,” Ganeshan noted. “AI is ideal for managing routine queries, but human touch is essential for building trust and loyalty.”

Social Commerce Adoption Led by Younger Generations

Gen Z and Millennials are powering social commerce: 53% and 56% respectively made purchases through social media in the past three months. In comparison, only 39% of Gen X and 29% of Baby Boomers have done the same. These findings highlight the urgency for brands to evolve their social commerce strategies to meet younger audiences where they are.

“This isn’t just a trend—it’s a shift in how products are researched and purchased,” said Ganeshan. “Brands that understand and adapt to this shift will be best positioned to lead in the future of commerce.”

To explore the full findings, download the complete Emplifi report.