The New Generation X: How to Market To Them

Most businesses are well aware of how to market to Generation X (those born 1961-1981), mainly because so many people in business today are part of Generation X. But as Gen Xers move into mid-life (the oldest are 48, and youngest are 28), we are seeing a dramatic shift in how they view the world and purchase things.

The general profile of the three most recent generations is as follows:

• Boomer (1948-1960): Focused on values and individuality with a strong inner sense of what is right
• Generation X: Pragmatic and individualistic, with a desire to protect themselves and those close to the. For the most part they are the generation known as Millennial.
• Millennials: Enthusiastic and motivated with a team spirit and a wish to change the world for the better

 General X Profile

One of the biggest shifts is the focus on family. Gen Xers grew up in a world that was not particularly interested in kids (during the '60s and '70s) and spent young adulthood trying to find their own way (in the '80s and '90s). They are, as a rule, a fairly independent bunch and don't believe that institutions or groups really have their best interest in mind. But as this pragmatic and individualist generation is now well into the age of parenthood, some of their values are shifting and their new role as the main parents in our society has given them a sense of responsibility and, in many, a desire to make the world a better place.

Gen-X as Parents

As parents, most Gen Xers want to give their children the nurturing and protection that they never enjoyed in their youth. Most Gen Xers are very results-oriented and will make big sacrifices for their children's welfare. And that is why understanding how they parent is so important right now. They expect transparency and accountability, just as it is expected of them in the marketplace. That has created tremendous pressure on schools across the country, and it's affecting marketing as well, but in a less obvious way.

It is well known that the Millennial generation is more in tune with their parents than were the last two generations. For the most part, they trust their parents' judgements and will often look to them for guidance when making decisions. That is the source of the so-called "co-purchase," whereby young Millennials buy things after consulting with their parents and vice versa. Gen Xers might ask their teenager what iPod they should get, and Millennials would definitely want to consult with their parents on what car to buy. It's a two-way street, and marketers need to be aware of that dynamic.

What to Avoid When Marketing To Gen-X 

For many Gen Xers, having children is the thing they are most proud of in their lives, because the rest of their lives has just been about survival. Although many Gen Xers grumble about the "cheerleader" attitudes of Millennials in the workforce, avoid using that approach in your marketing efforts. Gen Xers may bristle at young people's sense of entitlement in general, but if they are parents they won't want to apply that label to their kids.

How To Market To Generation X

Much of the focus for selling to older Gen Xers should be on protecting and nurturing their children. If the value of a product or service can be put into those terms, it will do well with Gen Xers. Of course, marketers can always appeal to the Gen-X sense of nostalgia, but that is a well-worn path because so many of today's marketers are Gen Xers themselves.

When selling to Gen-X parents, marketers should drive home messages about child safety and health, and the connection Gen Xers have with their children.

Rules To Follow When Marketing To Gen Xers?

• Appeal to Gen Xers' sense of pride in their children.
• Co-market to Gen Xers and Millennials with messages that will resonate with both generations.
• The message should be personal and focused on the individual bond between parent and child, rather than just on children in general.

Understanding the generations in the market can give you a real leg up in addressing their needs. That is especially true as each generation moves into new life stages and its needs change.