Digital marketing for Gen X
By: Elena Lazaro
What about the Gen Xers?
Unfortunately, this generation is usually an afterthought. But Gen X, making up more than 30% of the American population, has vast purchasing power.
According to the U.S. Department of Labor, Generation X outspends all other generations on housing, clothing, eating out, and entertainment.
They are experienced with online and in-store purchasing, so you must be strategic about how and where to market to this audience. Since some of this generation is close to the Baby Boomer age, you shouldn’t forget traditional media. 48% listen to the radio, 62% still read newspapers, and 85% watch traditional television.
Who is Gen X?
Generation X is one of the smallest generations in the U.S.
Make up a large portion of the purchasing power
born between 1965 and 1980 and is effectively a technological conduit between Baby Boomers and Millennials.
The majority are retired or preparing to retire.
They have money to spend but also want to protect their wealth.
They enjoy learning the new tech of the century, spending time with their families and having independence.
A stereotypical Xer will be family-oriented, financially responsible and self-reliant.
Below are a few things to keep in mind when you are marketing to Gen Xers:
1. They are financially stable.
The oldest Gen Xers are currently 54 years old, while the youngest are 39. This age group is typically at the peak of their earning potential and career development. Disregarding this demographic would mean overlooking a group holding significant sway over household and business-related decisions.
2. They care about security.
Most individuals from Generation X have already started their own families, and their children may now be in school or graduating from college. Consequently, making wise choices that ensure their family's safety and financial security is paramount to them.
Additionally, they place a great deal of importance on family values. To better connect with this generation, it is crucial to demonstrate that you are trustworthy and that your product or service is dependable. You can establish strong relationships with them and gain valuable referrals by doing so.
3. They’ve seen a lot.
The generation known as Gen X has witnessed noteworthy events like the moon landing, the Cold War, the rise of the internet, and the Y2K scare. They have also been exposed to a vast amount of advertising and marketing. Therefore, it is crucial to have an authentic message that resonates with them to make your marketing effective.
4. They use the internet to research businesses.
Generation Xers tend to research businesses online even after seeing traditional advertising. Consistency across all online platforms is key.
5. They prefer marketing that is more personal and authentic.
Since most Gen Xers are now parents, they tend to consume media that aligns with their values. They also prefer genuine and authentic brands. Therefore, it's essential to be transparent and avoid hiding agendas or values from this generation, as they can easily recognize any attempt at deception. It's recommended to be straightforward with your intentions and avoid using "smoke and mirrors" tactics.
Which Channels Reach Gen X?
Facebook
Direct mail
Email marketing
Video marketing
Some examples of brands promoting to Gen X are:
Apple
Amazon
Netflix
Jeep
Disney
Ford
Samsung
Conclusion
Generation X has a lot of spending power and shouldn’t be an afterthought when building an effective marketing strategy. If you meet this well-educated age group where they search and purchase, you’ll create a loyal customer base for the years to come.