There is no doubt that Gen Xers are technologically savvy, but traditional online marketing methods still work effectively with this group.
Here are some tips for reaching out to this forgotten generation: Not surprisingly, they spend more too, averaging 11% more than baby boomers and 33% more than millennials.Īdditionally, our generation is poised to become the dominant group running businesses and politics. So, why do we still feel like Ducky at the prom from the 80s cult classic Pretty In Pink? Savvy marketers would do well to remember Gen Xers, not only as a spending powerhouse but also as a strong influence on the other generations. In my home state of California, Gen X workers take in a whopping $18,000 more annually on average. And as reported by Business Insider, Gen Xers make significantly more money each year than their younger counterparts. Roughly half of Gen Xers are financially supporting both a parent and a child at the same time, making financial decisions that can affect all three generations. Gen Xers also have a lot of influence on other generations, which makes them powerful. Even though they are struggling to save for retirement, they are well positioned to become the wealthiest generation - above boomers - within the next few years. At 66 million strong, why have we faded into near obscurity in the marketing conversation? Gen Xers are spending more than their counterparts, spending one-third more annually than the celebrated millennials.ĭespite recent studies showing that Gen Xers continue to struggle with debt, some of these studies also show that they aren't too worried about this debt. Yes, our size is smaller than the boomer and millennial generations, but we are not insignificant. We’ve watched the culture interest shift from boomers to millennials like we're a flyover state. So, here we sit in this powerful time with money, resources and influence, and we still aren’t in the mainstream conversation.
Many of us are homeowners and have families of our own. This cultural backdrop has defined a “work hard, play hard" generation that is now at the pinnacle of their careers. We saw the Berlin Wall fall, the Cold War end, Communism disintegrate and saw the end of Apartheid in South Africa, all to a backdrop of grunge and disillusionment. We witnessed the beginning of ATMs, started our careers around the dot-com boom (and some busts as well), lugged around large cell phone suitcases and reached adulthood just when the internet became a daily part of life. Many of us grew up as latchkey kids with both parents working or as part of a divorced household.
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