Generation X Marketing Tips

Generation X is a fascinating cohort sandwiched between the two largest generations in American history - Baby Boomers and Millennials. Born between 1965 and 1980, Generation X (Gen Xers) are currently between the ages of 41 and 56. Modern-day Gen Xers live busy lives, with many members of the cohort juggling caregiving, parenting, homeownership, and the responsibilities of demanding careers. Often referred to as the “Latchkey Generation” or “Middle Child Generation,” Gen Xers are frequently regarded as the generational bridge between Millennials and Baby Boomers. Gen X consumers share many characteristics with Millennials and Boomers, along with displaying many generation-specific consumer behavior patterns that can be regarded as distinctly Generation X. 

Meet Generation X

In the United States, Generation X currently includes approximately 65 million people - a census that makes Generation X the smallest of all adult-age generations. However, Generation X is projected to be larger than Baby Boomers by 2028. Gen Xers are noted as being influenced by the AIDS epidemic, the Challenger explosion, Desert Storm, and the computer revolution as a cohort. Gen Xers are often regarded as being less traditional than their Baby Boomer predecessors. Additionally, Gen Xers are admirably self-reliant, more entrepreneurial than previous generations, and less likely to devote their careers to large public corporations. Interestingly, Gen Xers are the only generation in the United States to recover the wealth they lost during the Great Recession.

5 Tips for Marketing to Generation X:

Reward brand loyalty. 

Generation X is the most brand-loyal generation in the United States. When Gen Xers like a brand, they frequently return to the same brand over and over. Gen Xers are also noted as being more resistant to consumer trends than Millennials and Gen Zers. Therefore, organizations interested in marketing to Generation X should reward their displayed brand loyalty to encourage continued patronage, positive reviews, and word-of-mouth marketing (both on and offline). A few ways to reward brand loyalty include offering a discount after a certain amount of purchases, including consumers in a rewards program, or sending a personalized thank you email that includes a discount code.

Prioritize email marketing. 

Gen Xers are technology savvy; however, they often engage with online content differently than Baby Boomers, Millennials, and Gen Zers. They create less social media content than Millennials and share less social media content than Baby Boomers. Generation X’s preferred online activities include checking and responding to emails and reading the news. Many Gen Xers report email as their preferred method of contact. Organizational leaders who want to capture Generation X’s attention should prioritize email marketing strategies to slide into Gen Xers’ inboxes. 

Always on the hunt for a good deal. 

Gen X consumers are reported to be very price-conscious and eager to score a discount from brands they support. When Gen Xers follow a company on social media, they often look for bargains, coupons, etc. Organizations should consider ways to offer exclusive discounts through social media content to increase their market share of Generation X. Include discount-related terms in social media copy that reference current deals. Consider offering different discounts on different social media platforms to increase followers by Gen Xers on these platforms. 

Incorporate values-driven marketing strategies.

Companies that give back to the community or environment in some way are high on Gen X consumers’ radar. Generation X consumers are more likely to buy a service or product that benefits society. When developing your organization’s marketing content, consider showcasing how the company promotes sustainability and philanthropy in the marketing campaign’s messaging. If you don’t communicate the organization’s positive impact, your target audience may not be aware of the excellent work that your organization is doing. Gen Xers are prolific online researchers, so include links or QR codes for more information on these company initiatives. 

Authentic storytelling works. 

Generation X is a generation that’s observed so much change and innovation on the technology front - personal computers, smartphones, virtual reality, the Internet of Things, etc. While profile consumers of advanced technologies, Gen Xers crave authenticity in advertising. Marketing content that showcases everyday life and real-world situations that Gen Xers can relate to can be very effective in marketing to this distinct generation. Thus, advertisements that weave daily life challenges and triumphs into messaging can successfully build connections with Gen Xers. A successful Gen X marketing strategy will incorporate storytelling practices into the marketing mix to provide an element of personalized authenticity to the messaging.

Learn more about generational marketing strategies:

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