- Boomers named tradeshows
- Gen Xers named online, third-party reviews
- Millennials named vendors' sales reps
Boomers will never give up on shows. They haven't forgotten "the good old days," when companies timed their product launches around the industry-leading shows. Big events were vibrant and newsworthy and "must attend." Shows were the worldwide web.
Gen Xers are inexorable skeptics. Forget about face-to-face, content, direct, social media, or other forms of marketing with this cohort. All marketing is BS. Gen Xers only trust disinterested parties' informed evaluations.
Sure, generalizations about the generations have grown tiresome; but they explain IBM's findings.
Source of chart: Better Business Bureau