Marketing to Multigenerational Households: What the Data Tells Us
One household. Three generations. A dozen buying behaviors.
Multigenerational households are becoming more common than ever, especially in suburban and rural markets. But marketers often make the mistake of treating the household as a single persona.
In this post, we’ll share what the data reveals—and how one financial services client used USADATA’s Personicx segmentation and enriched data to drive stronger campaign results across age groups under the same roof.
📊 The Challenge
A mid-sized financial institution was targeting households by zip code but saw flat response rates. Why? They were missing the nuance. Many of these homes included:
Baby Boomer parents
Millennial adult children
Gen Z college students
Same house, but vastly different financial needs.
🔍 The Solution
We used Personicx Prime—our individual-level segmentation tool—to identify the life stage and likely financial behaviors of each adult in the household.
We then enriched the client’s file with:
Age and income estimates
Homeownership and mortgage status
Credit indicators and lifestyle clusters
This allowed the brand to target Boomers with retirement planning, Millennials with mortgage offers, and Gen Z with first savings accounts—all within the same address.
➡️ Explore Personicx Life Stages
📈 The Results
✅ +21% lift in response rates across the campaign
✅ Improved engagement among previously dormant households
✅ Better attribution through matchback by individual, not just household
Multigenerational targeting turned one message into many—and personalization drove real performance.
USADATA Advantage
At USADATA, we help clients recognize that a single address doesn’t equal a single customer. Our tools allow you to:
✅ Segment by individual within shared households
✅ Deliver relevant messaging to each generation
✅ Build multichannel campaigns that speak to everyone in the home
✅ Track which offers resonate with which profiles
Because when you treat every customer like an individual—even within the same family—you win more business.
📞 Call us today at (800) 399-8611
📩 Or fill out our contact form here
