Align Your Messaging to Generational Values
This session will focus on understanding the deeper motivation and perspectives of mature generations (Gen X and Baby Boomers) and how their experiences and values shape their consumer mindset.
Attendees will leave with a comprehensive grasp of these two target audiences and explore ways to craft marketing that resonates, motivates, and moves younger generations. Focusing on building stronger relationships through understanding, this session will help attendees see generations as more than just labels or consumer categories.
Online | August 6, 2026 | 10:00 a.m. – 12:00 p.m. (Central Time)
Key Takeaways
- Understanding what shapes generations and their unique cohort cultures
- Identifying deeper aspects of Baby Boomer and Gen X cohort cultures
- Refine messaging and communication methods to better connect with and align with Gen X and Baby Boomer cohorts
Purchase 3 or more tickets for your group or team and save 10%.
All non-member registrations will include details to redeem a FREE 1 YR AMA Academic or Professional Membership ($199 value).
Training Backed By Research
AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.
Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
AMA Event Policies
- Opening & Introduction to session topic
- Understanding Generations
- Modern generations today
- Bridge: What shapes generations is very related to what plays a role in consumer mindset
- Individual reflection/Chat Discussion
- Gen X and Baby Boomer Side-by-Side Deep Dive
- Messaging and Mechanisms for Engagement
- Refresh on Decision/Engagement Arc
- Individual reflection
- What are you doing that you feel aligns with these two generational cohorts?
- What do you want to evolve to better connect with these two cohorts?
Meghan Grace
Research & Consultant, Grace Strategies & InsightsDr. Meghan Grace is a leading generational expert whose research spans the last decade and has helped companies, universities, and associations understand generations to work better together.
In speaking with groups around the world, Meghan prioritizes understanding the human experience while providing data-informed insights about generations. Guided by multiple studies, Dr. Grace helps connect the dots between getting to know a generation and knowing what makes them tick.
She is the host of the podcast, #GenZ and has co-authored the books Generations in the World of Work, Generation Z: A Century in the Making, and Generation Z Goes to College. When she isn’t researching, speaking, writing, or podcasting about generations, she co-leads the Institute for Generational Research and Education and the Association for Higher Education Consulting & Coaching
What’s Included?
- 2 hours of live instruction starting at 10:00 a.m. CT
- Interactive Q&A
- Tips and best practices
- Access to recording and resources for three months
Who Should Attend?
- Marketing and brand strategists
- Content creators/content development leads
- Social media directors and managers
- Public relations
- Consumer communications
- Product and brand marketers
- Levels of experience: 1-10 years (realistically, the people who would be most likely to be constructing messages to younger generations)
Can’t Attend Live But Want the Information?
We will send a link to the recording and presentation within one business day of the event to registrants! Access will be available for three months.