Marketing to Gen X
Who They Are
Also called ‘Baby Busters’, Generation X members (about 50 million people in the US alone) were born between 1965 and 1984, thus making them 28 to 46 years by the end of 2012. The name ‘Baby Busters’ came as a result of a remarkable reduction in the birth rates, immediately after Baby Boomers. Up to 60% of the people in this category have attained higher education levels, thus they are sophisticated and well informed about the most important aspects including governance, business and their own specific niches.
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Admittedly, this generation is said to display the ‘middle-child’ syndrome. They do not have as much fame as the Baby Boomers. At times, they are known as ‘Generation MTV’ as they grew up in the era of the blockbuster movies and popular music showcased on TV. They are also the generation of Nintendo, The Game Boy, Super Mario, Pac Man, Sony Walkman and cable television. As such they are more moved by images and graphics than written words.
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This demographic segment is characterized by broken homes as many of Gen Xers were raised in single-family homes, following a divorce; Generation Xers parents have experienced the highest divorce rate in history. Generation X is markedly different from other previous generations, specifically the Boomers. This segment comprises of people from different races, religions, sexual and ethnic orientations and classes. Whilst having the highest level of education, Generation X does not make as much money as their parents did. For example the average income in the US in 1971 was $27,057, in 1981 it was $24,057 and in 1991 it was $21,595. Overall however since many women also now tend to work, the overall house income is generally higher.
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Generation X have seen their parents working for the same employer, staying long hours to be then downsized into unemployment. Xers are more likely to move from one job to another, are individualists, entrepreneurial, less hierarchical and skeptical of authority. At the work place, Gen X employees want to have the feeling that they work with you rather than working for you.
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Some of the most influential Xers are actors Sarah Jessica Parker, Kiefer Sunderland, Julia Roberts, Céline Dion, Will Smith, Jennifer Aniston, tennis players Steffi Graf and Andre Agassi, artists Eminem, Britney Spears, Cristina Aguilera, Jennifer Lopez and Beyoncé.
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Generation X members are affiliated toward certain things, including:
Mobile Technology – Gen X members use mobile technology like smartphones for text messaging and email. As such, Gen X is at times referred to the ‘Connected Generation’. Xers are the first ones to use computers and access the Internet, send emails, leave voice mails, forwarding calls, joining chat rooms and using teleconferencing facilities.
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Freedom – They do not like formal and rigid working spaces; rather they prefer friendly environments to work in – set a goal and let them work towards it!. In Europe, this generation fought for the end of communism and for the freedom of expression, travel and working anywhere in Europe.
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Generation X may seem very difficult to please. Some of the things they do not like include:
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Labeling of brands – Because they were born at a time when advertising was rampant, they are skeptical about marketing and advertising campaigns.
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Old Notions – Fed up with old dogmas, they opt to set their own ideas and to follow them rather than striving to climb the corporate ladder.
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Some characteristics of Generation X to consider as you target this market include:
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Pragmatics – This market segment is a product of the Information Age. Thus, they have the capability of understanding the power of media marketing. They are generally considered as cynics when it comes to brands and advertisements.
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Thrillers – They love indulging in fast activities such as skydiving, skating and other intense sports.
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Quality – Gen X is more focused on quality than on the price. Thus, they choose high-status products as long as these can deliver on the promise of quality.
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Generation X members are typically attached to a strong order of trust. As such, they tend to listen to themselves and their friends’ opinions more than the media. This generation prefers direct or straight talk rather than manipulation. Direct media ads are more effective in reaching out to this segment. This can make the entire marketing process to be complex. Nevertheless, it is possible to engage this group by being as transparent as possible.
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Political, emotional and moral issues move this group. Before they embark on buying a product, they will consider either of the issues. They invest a lot to keep up with external factors such politics and community concerns. These factors tend to influence their outlook toward several things including brands, business and advertising. They try to steer away from anything that seems to threaten their lifestyle be it political, social or business.
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Before buying a product, this category will look at the quality, how affordable is and finally considers the prevailing trends. These people are open to buying a quality product. This is the connected generation and they value communication. An effective way to reach to them is at a personal level rather than a group level. Consider for instance putting their name on an email you are sending, this will capture their interest.
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