Let’s talk Generation X – individuals born between 1965 and 1980. This generation (currently aged 44 – 59) is known for its adaptability and independence, shaped by a time of societal and technological change.
While they may not be the first demographic marketers go to for the latest cultural trends, Gen X has some serious buying power. In fact, in 2021 Gen X spent the most money of any U.S. generation, with an average annual expenditure of roughly $83k.
Who is Gen X?
Gen X may be the hardest age group to understand because you essentially have two types of Gen Xers:
- Those born earlier in the generation who have some of the characteristics of Baby Boomers
- Younger members of Gen X who have some Millennial-like buying habits
Tech-Savvy but Not Digital Natives: Gen X grew up during the rise of personal computers, the internet, and mobile technology. They are comfortable with technology but also value face-to-face interactions and traditional channels.
Financially Prudent: Having witnessed economic fluctuations, including the dot-com bubble burst and the 2008 financial crisis, Gen X is often more cautious with their finances.
Highest Median Household Income: Gen Xers are generally in the peak years of their careers, and have higher levels of education compared to previous generations.
Based on a 2023 Consumer Expenditure Survey
Gen Xers have the highest amount of disposable income in the US compared to other generations.
Media Habits:
90% of Gen Xers own smartphones, but when it comes to smartphone-only internet users, only 17% of Gen Xers go online primarily via a smartphone.
Digital Engagement: Around 80% of Gen Xers use social media, Facebook being the most popular among them. Instagram and LinkedIn also see significant usage in this generation as well.
Media Consumption: Gen X watches TV for an average of 3-4 hours a day, making TV advertising a highly relevant channel for reaching them.
While younger generations are leading the charge in cord cutting, with 65% of Gen Z and 58% of Millennials no longer paying for cable TV, older generations are starting to follow suit. A recent report found that 57% of Gen X and 43% of Baby Boomers have also said goodbye to their cable subscriptions.
Strategies to Reach Gen X:
Utilize Multi-Channel Approaches
While Gen X is digital-savvy, they also engage with traditional media. “48% listen to the radio, 62% still read newspapers”. Consider an integrated approach that combines both digital and traditional media.
Highlight Value and Quality
Given their financial prudence, Gen X looks for value and quality. Effective strategies include detailed product information, comparisons and reviews.
Nostalgia Marketing
Incorporating references to the 80s and 90s, whether through music, imagery, or themes, can create a strong emotional connection and memories of their youth.
Engage Through Social Media
While Gen X may not be on the latest platforms like TikTok, they are active on Facebook and LinkedIn. About 28% of Generation X uses TikTok vs 70-80% using Facebook.
Video ads helps Gen X find context and value in a product offering in a more meaningful way than relying on static images or large blocks of text.
A blend of traditional and digital advertising strategies would be a strong approach to advertising to this generation. Incorporating nostalgia, quality and authenticity are ways to speak Gen X’s language!
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Sources: SpotifyAdvertising, Statsia, mntn, pew research center, BigCommerce
