Once you identify who your audience is, Izabela Janczak shares that the next step is to learn more about the generation you’re targeting and to identify where they interact. Izabela says: “Meet your target generation where they search.” How would you define a generation, in this context? “You can start with the typical generations: Generation Z, Generation X, Boomers, Millennials, etc. Obviously, we're all quite familiar with the classic generational groups by now, because we hear more about them more than we ever used to before, and each of those generations has its own habits when it comes to searching for information or products.