Takeaway

Remember the difference between getting noticed and inspiring action

Our research shows that Generation X (ages 41 to 60) is most likely to notice and then continue watching a purpose ad – followed closely by Baby Boomers (ages 61 and above). (See Table 1.) Generation Z (18 to 24) and Millennials (25 to 40) scored much lower on these basic metrics of attention to the ads.

Table 1. Hook and hold of purpose ads, by generation

Ads that broke through
Within each age cohort, some ads showed clear effectiveness. The “goodness of fit” between the brand and the message likely make it easier to connect with consumers and grab attention.

Gen Z & Millennials: Dove – and to a certain extent Colgate and Patagonia – are better able to engage these younger viewers.
Gen X: More ads break through and engage for this group, including Toyota, Hiring Chain, Dove, Seventh Generation, H&M, Fed Ex, Patagonia, and Soda Stream.
Boomers: Hiring Chain, CleanCut, Seventh Generation, H&M, and Starbucks stand out amongst Boomers in their ability to break through.

But when comparing only viewers who had noticed and stuck with the ads, GfK found that Gen Z and Millennials were more likely to say that the creatives made them want to “talk, learn or do something” about the subjects of the ads. (See Chart 1.)

Chart 1. More likely to want to talk, learn, or do something about
what they viewed – all purpose ads by generations

Ads that created action

Gen Z & Millennials: Dove, Colgate, FedEx, Patagonia, and Pepsi
Gen X: Toyota, Hiring Chain, CleanCut,, and Seventh Generation
Boomers: Hiring Chain, Colgate, H&M, and FedEx