Marketing to Generation X, also known as Gen X, is becoming a bigger and bigger industry. Like the Baby Boomers before them, youth, health, and an active lifestyle are of paramount importance. Born between the years 1965 and 1980, Generation X is ambitious, educated, independent, happy and family-focused, according to the 2011 publication “The Generation X Report,” which is based on annual surveys used in the “Longitudinal Study of American youth.” .” As they are now entering their 30s, 40s and 50s, the word “retirement” begins to creep into their consciousness.
Compared to previous generations such as Baby Boomers and The Silent Generation of WWII, Generation X represents a much more diverse generation. They are exhibiting a wide range of diversity in aspects such as class, ethnicity, race, religion and sexual orientation. This group has literally brought the entire world into the 21st century, and marketing to Gen X is a whole new ballgame. Boomers, who grew up in the relatively wild and rebellious span of the ’60s and ’70s, place a high value on spontaneity; Gen Xers, on the other hand, are more likely to want things planned for them; they love success and high income, but they want it to be more of a copy and paste method, with proven results that they can trust and easily follow.
Also, unlike Boomers who value spontaneity in many of the things they do, the Gen X crowd wants things to be planned for them. They like to hear: “Do this and you will get that.” So when you market to Gen X, make sure the structure is concise, clearly stated in a logical order, and the steps are short. Gen Xers are certainly a very quality-conscious bunch; as they also tend to be somewhat cynical, whoever wants to court them must do so with products of genuine quality. Also, the marketing approach needs to be consistent and genuine, as they can spot a fake from a mile away.
According to the US Census Bureau, Generation X statistically has the highest educational level when looking at age group or block. This was placed in the US Census Bureau’s 2009 Statistical Summary, which states their appreciation for good humor in marketing and a love for the “experiences” they enjoy. They look for activities that spark their sense of adventure, mental stimulation, and passion.
Marketing to Generation X can be much more effective when one understands that this group seems to have an excellent balance when they see the roles of work and play in their lives. They definitely expect to have a lot of quality time outside of their workplaces. Although earning an excellent salary motivates them and attracts them to “get rich quick”, they are more interested in developing solid skill sets that allow them to obtain maximum efficiency at work. Members of Generation X seek decent working hours that allow them the freedom to pursue the many life interests they have developed over time.
One last point on effective marketing to Generation X is this; they have the money to buy expensive, high-quality products, and they know the value of owning something that will last long into the future. We can only hope that you are instilling these great traits in your children’s lives, which will make the future brighter for all.