The Generation X group is relegated to the time frame of 1965 to 1980. Amazingly, this is the first generation that did not do better financially than the previous generations as a group. The Traditionalists and Baby Boomers preceded this generation.
This generation is very self reliant because they grew up as the Latch Key kids. Their parents were very busy at work; both parents were at work. They are a generation that is noted as being skeptical. They are noted for striving to get the work life balance right. Downsizing and getting rid of unnecessary extras is starting to appear on the scene.
This is the first generation of computer geeks. It is no surprise that this generation sees work as something you do; not a place where you go.
So how do we market to this generation? I have heard it said that many skip this group. Since this generation has amassed a great amount of debt, they are not being marketed to as great as the previous generations. While others are not focusing on this group, it might be your chance to make headway with them.
This generation is focused on having fun. So if you have something fun to market to them, this would be good. Just think XBOX and Play Station. Generation X also likes to be mentored. Training that evolves around mentoring would be good as well. Got some training that they could purchase?
Generation X feels a sense of entitlement since their parents were not around as much as previous generation parents. I see ads focused on them that tell them that…”They desire this because…”
A marketing strategy that focuses on their wants and desires will do well. After all, they deserve it. Personal time maybe chosen over work time as well. We hear phrases like…”You deserve a break today, so get up and get away to McDonald’s”.
So what do you think about marketing to Generation X? Please let me know your thoughts.
