Is your business missing out on their biggest market? Find out how and why marketing to GenerationX makes great business sense.

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AREYOU MISSING OUT
ONYOUR BIGGEST
MARKET?

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GENERATIONAL OVERVIEW

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GENX BACKSTORY
• Xers came of age in an analogue world and played
catch up at the dawn of the digital age
One foot in the past, one foot in the future
• Started careers at a time when pensions were
disappearing, jobs were heading offshore and the
stock market crash of 1987 ushered in a recession
• Labelled as slackers and ‘losers’.A stereotype
reinforced by popular culture
• Lacked a name until Douglas Coupland's
‘Generation X:Tales for an Accelerated Culture’

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GENX MARKET SIZE
• 66 million GenX – compared to 74.9 million
Boomers and 75.4 million Millennials*.
• Smaller size attributed to:
• Declining birth-rates - “Baby Busters”
• Boundaries of GenX defined by the Boomers and
Millennials. Xers wound up with a 15-year
generational period versus the 19-20 year ‘norm’
• GenerationX is projected to pass Boomers
in population by 2028
Source: Pew Research*
74.9
75.4
66
Population by Generation (U.S.)*
Boomer Millennial GenX

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“
”
GENX ARETHE BRIDGE
GENERATION
MILLENNIALS BOOMERSGENX

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WHY GENX?
• Marketers often focus on Millennials, overlooking the GenX opportunity.
• GenX hold the majority decision-making power over many individuals in the Boomer and Millennial generations:
• Nearly half (47%) of adults in their 40s and 50s have a parent age 65+ and are raising a young child or financially supporting
a grown child (age 18+)
• About one-in-seven middle-aged adults (15%) is providing financial support to both an aging parent and a child
• Loyal:
• GenX boast the highest rate of brand loyalty to their favourite brands at close to 50%*
• GenXers are only 14.6% quite or moderately willing to switch to another brand. Compared to Millennials, GenX are 22.4%
less willing to switch
• Build a relationship with GenX and you have the opportunity of securing a lifelong customer
Source: Crowdtwist*

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WHY GENX?
• GenX have more spending power*:
• Millennials make up 30% of total adults, but account for 21% of net-worth dollars and 18% of total income dollars
• GenX make up 25% of adults, account for 29% of estimated net-worth dollars in the US and hold 31% of total income
• On a per adult basis, GenX rank as the #1 generation based on total net worth dollars and total income
dollars
• GenX have the highest UK weekly expenditure of any cohort**
Source: Shullman Research Centre: GenXers are the generation you can’t afford to ignore 2014*
Source: ONS**
0
10
20
30
40
50
60
70
80
25-34 35-44 45-54 55-64 65+
Median Income $
$

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“
”
GEN X HAS MORE SPENDING POWER
THAN ANY OTHER GENERATION
AMERICAN EXPRESS

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HOW TO TARGET GENX
• Provide information and a clear value proposition:
• Thorough research is a key factor in GenX buying decisions.
GenX read more reviews than any other generation
• Detail features and benefits and clarify your value proposition.
What can GenX expect from your product/service and how
can it benefit them?
• Make your product visible online through SEO, social and review
sites
• Build reputation via online review platforms e.g.Trustpilot
• Most trusted sources of pre-purchase information
(ranked):*
• Customer reviews on store websites (female bias)
• Online experts (female bias)
• Specialist blogs and forums (male bias)
Source: Inkling – Marketing to the Jilted Generation*
Research Statistics: Yahoo: GenX: Americas most influential generation

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HOW TO TARGET GENX
• Brand Communications Strategy:
• Use a combined strategy.
• Add value to their lives (simplify)
• Earn their trust (backup the offering)
• Assure them they’ve made the right decision (post purchase dissonance)
• Social Media Strategy:
• GenX regularly visit social media sites to consume and share/repost
content
• Target and recruit advocates. GenX share opinions via word of mouth
and online
• Customer service.Take immediate action to correct mistakes. Own up
and make good
• Content strategy. Adapt by platform e.g. Facebook – make it personal,
provide tips and solutions to support busy lives
Source: Visual: Crowdtwist, Capturing Loyalty Across The Generations*

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“
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GEN X IS NOT QUITE AS BIG AND SEXY [AS
MILLENNIALS], BUT ATTHE END OFTHE DAY,THEY
ARE PRIMETIME INTHEIR INCOME ANDTHEY CAN
BUY A LOT OF EXPENSIVE NEW CARS
HONDA

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HOW TO TARGET GENX - SUMMARY
• Provide information and a clear value proposition (expectations and benefits)
• Know their core values and align messaging
• Use the right advertising channels (digital / traditional)
• Digital: different screens for different tasks
• Traditional: 48% radio, 62% newspaper
• Use the most relevant channels based on your product or service offering
• Appeal through: sentimentality, convenience and practicality
• An effective multi-channel campaign is key for engaging GenX

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TO WINTHE HEARTS AND WALLETS OF GENX,
COMPANIES MUST BE AUTHENTIC, RELEVANT,AND
DEMONSTRATEVALUE
CROWDTWIST

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MARKET OPPORTUNITIES
• Real Estate: Millennials are the largest group of homebuyers (35%) but GenX are the second largest (26%)* and
have the highest median priced homes of all other buyers
• Wearables: 59% of GenX say they will adopt wearable fitness technology within 5 years**
• Travel: GenX spend more on travel than either Millennials or Boomers***
• Companies marketing to GenX:
• Honda
• Red Lobster,
• Apple
• Patagonia
• Wendy’s
• John Lewis
Source: HOME (Housing Opportunities and Market Experience) Survey *
Source: Yahoo: GenX: Americas most influential generation**
Source: Virtuoso***

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