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Marketing
Around The Vineyard
THE IMPORTANCE OF
REVIEW SITES: By: Susan DeMatei
W e all have a love/hate relationship with Boomers are aging out, and GenXers aren’t that
online reviews. We get angry when
big of a group of individuals. The oldest Millennials
someone points out our flaws on Yelp,
but we look for multiple reviews when considering turn 40 this year. So very soon – as in the next five
years – our targets will be Millennials.
something on Amazon.
The shift is significant because of the vast differ-
Four Reasons You Should Care ence in values between Boomers and Millennials.
About Online Reviews Boomers are the responsible generation and did
what they could to justify purchases with tangible
Let’s start with your consumer. Chances are, data like scores. They also liked outward recogni-
if you’re a winery and you’re selling mid-priced tion and status to validate that they made the right
wine, your consumers fall into the Baby Boomer decisions. Millennials, on the other hand, tend to
and Generation X demographics. (The 2021 Silicon look for a purpose or meaning behind their prod-
Valley Bank reported that Boomers and Gen Xers ucts. Ideally, they search for companies and prod-
account for 71% of wine consumption.) ucts with detailed backstories that offer intrinsic
value to make them feel good about themselves
However, this won’t be the case for long. If and the purchase. And they care about what their
you consider the SIZE of each generation, Baby cohorts think.
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