Baby Boomers, Gen X, Millennial, Gen Z, Alpha Gen; these are terms that Digital Marketing professionals are very aware of and use daily as a way of showing that they understand the audiences that consume their content. The rationale behind using these terms is that different content needs to be developed in order to impact different generations because each has a different set of values based on the society that they grew up in. However, when looking at each of these generations, there is one thing that they all have in common; they are people and, the fact is people haven’t changed that much and values like Love, Hope and Selflessness are still alive and held dear. The discussion here should be more about where we, as Digital Marketers, are placing our content in order to reach the right audience and not base our content on, essentially, made up generational segments. Developing content that resonates with the human condition is far more effective than rather looking for a niche angle to help brands appear more ‘woke’. It is important to understand the nature of Social Media channels, monitor usage and audience trends on said platforms and develop content that help users connect with a brand rather than the brand trying to connect with the user.