Animation for Multi-Generational Audiences
With Generation Beta – those born in 2025 and beyond – now entering the scene, it’s an ideal time to consider how animation can connect with audiences across different generations. From Baby Boomers to Gen Z, animation’s ability to evoke nostalgia while embracing innovation makes it a powerful tool for storytelling and marketing. But how can you create something that resonates with such a broad spectrum?
Generational Targeting
When creating any type of video content, one of the first decisions is how focused you want to be with your target audience. Should you target a very specific audience segment, or appeal to multiple generations and career stages? Targeted messaging can be highly effective in addressing the unique needs of a particular group, while broader approaches offer versatility and inclusivity. Here’s our take on how different generations engage with animation:
Gen Alpha (born 2013-2024): Engaging, age-appropriate messaging with comforting visuals works best for this young audience sector. We used this approach when working with University College London Hospital to create animations for a child audience. Simple, easy to understand messaging, delivered by a child voice, was coupled with appealing graphics to ensure relatability and ease of understanding.
Gen Z (born 1997-2012): This group responds particularly well to fast-paced, digital-first content. Motion graphics, hyper-personalised messaging, and influencer-inspired visuals resonate. Think Nike’s CGI-driven campaigns or dynamic animated overlays on real-world footage. When The Medical Defence Union wanted to create targeted, celebratory content for newly qualified F1 foundation doctors we capitalised on these themes – using bold colours and energetic animations to acknowledge their transition into the medical field.
Millennials (born 1981-1996): An age range that is likely to be well into their professional journey, this audience responds well to sleek, modern, businesslike animation. Content that has a clear purpose, is succinct and functional, with an actionable call to action works well.
Gen X (born 1965-1980): Another professionally focused audience, who are not dissimilar to Millennials, respond well to clear, practical, and visually engaging content. This group appreciates well-structured narratives and modern design.
Baby Boomers (born 1946-1964): Direct messaging and classic animation styles are effective for this audience. Many respond well to storytelling that highlights history, brand legacy, and real-life impact.
Tailoring Professional Content for Multiple Generations
Not all messages call for an age-targeted approach, and in fact bridging these generational differences is often key to allowing an organisation to create content that appeals to multiple career stages. The Medical Defence Union addressed this challenge when they created a video to highlight the support they offer to doctors throughout their career journey. The animation is based on case studies of doctors at different career stages. We created a cast of characters to represent the doctors at each career stage, setting them in realistic environments like hospital wards and GP surgeries, ensuring that the MDU’s support for doctors – from students to senior consultants – was clear to all.
By understanding these generational differences and finding creative ways to bridge them, organisations can craft campaigns that unite audiences of all ages.
Whether it’s tapping into nostalgia, embracing digital trends, or blending styles, animation offers endless possibilities for creating connections across generations.
