Without definition for nearly thirty years, the cohort that later became known as Gen X is often characterized by fierce independence, which resulted from their demographic being sandwiched between the two larger generations, the Boomers and the Millennials. Growing up during the political scandals of the 1970’s, many of those within Generation X began to develop a general mistrust for large institutions. This, paired with the fact that their parents began divorcing at a rate more rapid than any other point in American history, all played into this generation becoming disillusioned with the world that surrounded them. Yet despite all of the pessimism that surrounds Gen X, there are a host of reasons for why brands should focus more resources to better target this demographic. With several studies confirming that this demographic exhibits the highest degree of brand loyalty and the greatest spending power, there is little sense in not targeting this often forgotten generation.
With the vast majority of Gen X approaching the middle stage of their lives, much of their financial focus has shifted to saving money, whether that be for their child’s college fund or budgeting for their eventual retirement. It is safe to assume that the majority of Generation X is relatively fluent with technology, so offering promotional deals through websites like Amazon can yield worthwhile results.
While it might seem like an age-old tactic, email campaigns are still proving extremely popular amongst the Generation X demographic. Creating personalized, to-the-point email send-outs have yield great returns from both a B2B and B2C standpoint, with strategists suggesting that the medium offers both an air of professionalism, but also leaves room for enough creativity to make your campaigns standout. Interestingly enough, over the past several years video content has also developed into a very effective medium for attracting potential Gen X consumers. Creating an explainer video, which gives a brief but concise overview of what your company is about or how a product works, is one option to consider when targeting Gen X. For more video ideas, check out our previous blog on the topic.
When it comes down to it, the members of Generation X, like other demographic, are a diverse group of people, each with specific interests that may or may not reflect their cohort. It is important to consider targeting a singular demographic on specific social channels, in order to keep your messages clear and direct. If you’re looking to develop a social strategy, consider dropping the folks at Pace Creative a line, as we’re always happy to hear from you.