Marketing To Generation X
Generation X is a group of people that are currently in their thirties and forties. They were born in the 1960s, and they have distinctively different attitudes than other generations. Many think Generation X has been forgotten too quickly- millennials assume they're going to buy what they sell, gen xers assume millennials will be bought out by big corporations, and boomers assume no one over the age of 45 matters. To this day, marketing to Generation X hasn't been thoroughly explored; there are only a few companies who've managed to pull it off. This article will focus on a few marketing tactics that work with Generation X and how to approach it.
For those who aren't familiar with Generation X, here's a quick definition: "Generation Xers are people between the ages of 31 and 47. They are called the "Millennial" generation, because they were conceived around the time of the baby boom. They have distinct personalities and behaviors that set them apart from their predecessors." As you can tell from this definition, there's a distinct difference in how millennials, gen xers, boomers, and other generations interact. Gen xers were exposed to computers at an earlier age than their predecessors. They have a different type of work ethic, and an anti-establishment streak. These traits create the perfect target market for big brands, but only if the companies can successfully reach them.
I'm one of those people who doesn't like to jump on trends. If it wasn't for my desire for things to "stay relevant," I probably wouldn't have even been exposed to Generation X. Personal statements from employers and co-workers, conversations with friends and family, etc.; all of these things helped me get familiar with Generation X's characteristics, personality types, and even their likes and dislikes regarding certain products they use. Some of the things I learned:
1. They're very aware of their surroundings and how they can improve them.
Gen Xers were much more interested in the environment than millennials and boomers, making them a better target market for companies that could help their eco-friendly efforts. They are more likely to buy a hybrid car than a truck and prefer insulated homes, which is why many construction companies are trying to appeal to them. The majority also use recycling daily; this is an important detail for marketers as customers who recycle are more likely to stay loyal to your product. This leads back to my point about Generation X's self-improvement drive and tendency towards eco-friendly products.
2. They don't believe in the status quo.
Generation X's anti-establishment attitude is important to market to. People who like to do their own thing are more likely to buy products that they think no one else would ever want, but actually do. They don't believe in cookie cutter marketing tactics, so this group of people is more likely to be intrigued by things that are already in the works. For example, I recently heard about a pet store that sells live feeder mice for pets; I was immediately turned off by it. However, my dad has experience with farming and raising animals as a kid, so he was intrigued and began looking into it because he wanted to see if there was any truth behind it. Because no one else out there was listening, we ended up finding out that it's true- and he bought a feeder mouse as soon as he realized it.
3. They're very loyal to brands they know and trust.
This is why I love to see companies like Walmart, Amazon, Apple, and Starbucks actually take a chance on Generation X. Many companies these days are too scared to offer any sort of innovative marketing ideas because they don't want to risk the possibility of rejection. However, Generation X can be extremely loyal if you're willing to take a chance on them. As I've showed you above, the pet store took a huge risk with selling live feeder mice; however, they managed to pull it off because they have been in business for a really long time and they are well-known.
I'm sure there are plenty more ways to market to this generation. As I'm writing this article and researching the topic, I find myself being drawn towards a specific company that is currently marketing successfully towards Generation X: Apple.
Apple has broken the mold of traditional advertising and offers products that are recognizable and unique. They don't put their name on things in an attempt to enforce a staid logo; they do it because they really want their product to be recognized and respected. Apple does this by using the same marketing tools as everyone else: television, radio, print, billboard, etc. They advertise online only when they feel it is important for their products or services to be known.
4. They're very accepting of technology, but very wary of cyber security.
If you're trying to market to Generation X, your products and services must be completely compatible with the way they operate. You can't expect them to buy a smartphone or tablet, but then have them not be able to download apps on it. There's no way I'm going to let an Apple product work on my Windows machine, so the companies responsible for making these devices cannot assume that all gen xers are going to use them in exactly the same way.
5. They're not necessarily involved with brands' social media accounts; however, their friends may be.
I recently heard about a company that was marketing towards Generation X that had an ad for their products on a popular TV show called "Modern Family. Are you shocked? I'm not. It's a show that was created for Gen Xers, and it does a great job of capturing the entire generation. As I'm writing this, I found myself wondering if Apple might want to sponsor "Modern Family" and ask their customers to follow them.
Even though Generation X is known for not being as involved in brands' social media accounts as millennials, that doesn't mean they don't want information about them. When it comes to television and movies, Generation X is usually the first generation that doesn't care about what's on TV or what movie is showing in theaters because they are too busy with their own lives (like the one I just described).
Conclusion
I was surprised to learn about this generation.
I have a tendency to shy away from anything that's "cool," but the further I got into my research, the more interesting it became. Like I said before, the characteristics of Generation X are intriguing.
They're self-aware... no one else will ever get them like they do. They're not afraid of change, but they can establish themselves as a result of it, which is why being creative with your marketing tactics is vital when targeting this group of people. Everyone else will think you're doing something new and innovative; however, they already know that you're not because they've already done it (or thought about doing it).