Intersectionality, Values, and Social Media (Part 2)

In our last post, we looked at the intersection of generational status and values as it relates to which social media platforms people use. We saw that values are a key component in an audience profile and we discussed the blind spots digital marketers may encounter if they focus solely on demographics. In this post we will look at the roles values and generational status play in how much time people spend on social media, and how important social media is in their lives.

Time on Social Media

It’s no secret that social media has become a huge part of many people’s lives and is now an essential part of any brand’s marketing strategy. We asked our survey respondents to report how much time they spend per day on social media on average. We also asked them to report on a 1-10 scale how much social media plays a part in their day-to-day lives. Here are the generational breakdowns of people who spend at least 2 hours per day on social media, and those who rate social media as medium or high importance in their lives:

If you’ve read the first two posts in our series, it should be becoming increasingly clear that marketing solely to demographics ignores crucial values and intersectionality insights that tap into what really motivates consumers to connect with a brand.

Subscribe to this blog, and you’ll learn:

  • What are the values of the people who spend the most time on social media and rate it highly important in their lives.
  • How do values and generational status intersect to predict who engages the most with social media, and what implications does that have for your brand’s targeting strategy?

To learn more about Zenzi’s values-based marketing services, visit our website at to schedule a call with our team.