Stuck between Baby Boomers and the Millennials, marketers tend to ignore Generation X. However, this generation can prove to be the perfect consumer segment for marketers that take the time to understand their unique needs.
Here is what you need to know about Generation X, and five tips for personalizing your marketing strategy to this audience.
Who Are They?
Here are the key things to know about Generation X:
- They were born between the years of 1965 and 1980, and are now between the ages of 40 and 60.
- While Gen X may have known the world before the internet like their Baby Boomer predecessors, they fully embraced the introduction of the internet, computers, and cell phones.
- Overall, Gen X makes more than Baby Boomers did at the same age. However, higher amounts of student and housing debt have led to Gen X having lower wealth than their parents.
- While often thought of as the small generation, Pew research projects that Gen X will outnumber Baby Boomers by 2028.
Gen X vs. Marketing
Generation X is both skeptical about marketing and versed enough in the digital age to recognize when they are being marketing to. This makes them difficult for many marketers to capture; but knowing their behaviors and beliefs around marketing can be the difference between a success and a failure in gaining the loyalty of Generation X.
Because Gen X is suspicious of advertisements that are simply trying to up-sell them, they are active researchers on both products and companies before making a purchase. Most importantly, however, is that Generations X’s position between Baby Boomer parents and Millennial children gives Gen X immense purchasing influence within their family.
How to Market Effectively to Generation X
Here are the top five things to know about marketing to the Gen X audience:
- This generation wants marketing to be personalized to their interests and needs. Because of this, they respond negatively to mass marketing strategies.
- Gen X likes email marketing that communicates the practical value of what is being advertised. They do not like when someone is obviously trying to upsell them.
- Offer as much info as possible at all parts of the consumer journey, particularly the research phase.
- Make sure to reach their values of authenticity, sustainability, altruism and independence
- Gen X’s preferred format of digital marketing is paid search and display advertising
Want to know more about how your brand can target this generation, or any other type of audience? Contact the digital experts at MassLive Media and reach your optimal consumer audience today.