Communicators today face unprecedented challenges.

Never before have five generations with vastly different beliefs and behaviors existed in the marketplace. Capturing the attention of members of one or more generations and inspiring action requires an understanding of the media they use, as well as how their history dictates the messages that most resonate with them.

Investing in an email campaign to target teens is just as pointless as relying solely on a social media campaign to target seniors.Similarly, a flat-out sales pitch to Millennials will get you just about as far (nowhere) as an ad that features aging Boomers.

In order to increase market share, you need to cater to your audiences.

Connect with them on both emotional and rational levels, using their preferred media channels, and you have a much better chance at gaining their buy-in.