Create ideas using: Connect Generations
Why connect different age groups when I could just target the right demographic?
Because connection is more powerful than targeting. When you show how a product brings together a grandmother and her grandchild, a veteran and a young person, you're telling a story about belonging and shared humanity. You're not selling to an age group; you're selling to people who want connection. That emotional pull is way stronger than demographic targeting. Plus, it builds the brand as something that matters across generations—that's legacy value.
What makes a genuine generational connection versus a manipulative one?
Real connections show actual shared experiences, values, or moments. They don't feel forced. If you're putting a young person and an old person together just to look progressive, it falls flat. But if you show a shared passion—a grandmother and her grandkid bonding over building something, or a parent passing on a skill—that feels real. The key is showing what they actually have in common, not just that they exist in the same frame.
Example: How it could look
A tool brand could show a grandfather teaching his grandchild how to build a birdhouse with their tools. Not a commercial about demographics—just a story about knowledge being passed down, skills being shared, time being spent together. The product is secondary; the connection is primary. People watch because they're thinking about their own relationships across generations, and the brand is present in that moment.
Or like this:
Why is Connect Generations a great technique?
Generational connection campaigns work because they tap into universal human moments while positioning the brand as part of shared purpose.
Taps into universal moments and values
Shows brand as bridge between ages
Creates emotional resonance across audiences
Builds legacy and heritage perception
The strongest generational campaigns don't force the connection—they just show it happening naturally. People watch because they're moved by the human moment, and the brand becomes part of that moment by making it possible.
! When not to use the Connect Generations Technique
When the connection feels forced or artificial. If you're putting different ages together just to check a diversity box, it rings false. Also skip it if the brand isn't actually part of enabling that connection—people will see through transparent attempts to seem like a uniter.
Technique first described by www.deckofbrilliance.com