How Generational Differences Shape Consumer Attitudes Toward Social Media Ads

The landscape of advertising has transformed dramatically over the past half-century. Where once ads were one-way broadcasts, today’s digital environment has empowered consumers, making advertising a two-way conversation. Nowhere is this shift more apparent than on social media, where generational differences play a crucial role in shaping how people perceive and interact with ads.¹

From Product-Centric to People-Centric Advertising

Historically, advertising was about showcasing a product or service to as many people as possible. Advances in technology, especially the rise of social media, have turned this model on its head. Today, consumers are not just passive recipients—they use their voices and purchasing power to support brands or call out those that fall short. The focus has shifted from products to people, putting real human experiences at the heart of campaigns.¹

Gen Z: Embracing a Mixed Reality

Gen Z, born between 1995 and 2010, is the first generation to grow up fully immersed in a digital world. For them, the boundaries between online and offline life are almost non-existent. Relationships are built and maintained both virtually and in person, and social media serves a variety of purposes—sometimes without a specific goal in mind. This fluidity enables Gen Z to express multiple facets of their identities, adapting to different contexts seamlessly.¹

When it comes to advertising, Gen Z is generally unfazed by targeted ads and data usage. As one UK Gen Z social media user put it:

“It [targeted ads] doesn’t bother me. I’m going to go on social media either way, so it’s better than what I’m seeing is relevant.”¹

For this cohort, consenting to data use is simply part of navigating the online world. Personalization is expected, and relevant ads are seen as a natural extension of their digital experience.

Baby Boomers: Navigating a New Digital World

In contrast, Baby Boomers—those born between 1946 and 1964—grew up in a world without the internet. For them, real life and virtual life are distinctly separate, and social media is typically used for specific purposes, like reconnecting with friends or family. Their online identity tends to mirror their offline self, with less room for multiple or fluid personas.¹

This background shapes a more cautious approach to digital advertising. Baby Boomers remember an ad-free internet and are often more skeptical of data collection and targeted ads. While privacy concerns have always existed, the concept of online data usage is relatively new to them. Still, relevance matters: if an ad aligns with their interests or values, they’re more likely to respond positively. As one Baby Boomer user shared:

“I liked this ad (social good ad), even though I don’t donate, it’s a cause I’m interested in.”¹

Shared Expectations: Consent and Personalization

Despite these differences, both generations share an understanding of the “algorithm”—the idea that what they see is shaped by their online behaviour. This creates high expectations for personalized content. Consent remains a common thread, with both groups expecting transparency about how their data is used and why certain ads are shown to them.¹

The Power of Relevance and Personalization

The Meta and CrowdDNA study found that consumers, regardless of age, generally hold positive to neutral attitudes toward social media ads. In fact, 42% of those interviewed agreed that advertising has the power to make the world a better place.¹

What makes the difference is relevance. When ads are tailored to their interests, consumers feel validated in their understanding of how the algorithm works—and are more likely to engage. Personalization helps people feel seen, heard, and understood by brands, which in turn builds trust and long-term loyalty. As one Millennial user put it:

 “It’s nice to feel like a brand gets me and what’s going on in my life. I don’t know how often this happens but it’s great when it does.”¹

What This Means for Marketers

For Alberta businesses and brands looking to connect with diverse audiences, understanding these generational nuances is key:

• For Gen Z: Emphasize authenticity, personalization, and relevance. This group is comfortable with data-driven ads as long as they add value and reflect their multifaceted identities.
• For Baby Boomers: Prioritize transparency and clear consent. Focus on ads that are purposeful and align with their real-world interests and values.
• For All Generations: Invest in creative, people-centric campaigns that build trust and foster genuine connections. Personalization isn’t just a trend—it’s an expectation.

Generational differences deeply influence how consumers perceive and interact with social media ads. By tailoring strategies to these unique attitudes and expectations, brands can create more meaningful, effective campaigns that resonate across age groups—and ultimately, drive better results.¹

Want to connect with your customers in a way that truly resonates? Let’s chat!