GENERATIONAL MARKETING — GEN X
As marketers, you know how hard it is to acquire customers. It’s even harder when you’re trying to market a product to different demographics; what works for a 50-something is not going to get the same reaction from a 20-something. How can brands make sure they are targeting all their target demographics effectively? First and foremost, know who you want to target.
Generational marketing is a marketing approach that uses generational breakouts in marketing messaging. Generational marketing doesn’t mean focusing on stereotypes for each generation. What it does mean is that there are prevalent, observed behaviors that should be considered when developing a marketing plan and messaging.
Today, so much marketing gets focused on millennials and baby boomers, and Gen X (who comprises about 30% of the market) gets left out. Which is rather ironic when you start to delve into the unique characteristics of Gen X. While marketing has ignored Gen X, their spending power has surpassed both the millennial and baby boomer generations. So, we decided to delve into how to best capitalize on the Gen X market!
So, Who Exactly are Gen Xers?
Also known as the neglected middle child, Gen X is the smallest generation, born between 1965 and 1980 and the bridge from Millennials to Baby Boomers. This puts them in the 40–55-year-old age group. Picture the person who went to high school in the 80’s, remembers how video killed the radio star, and is pessimistic about having enough money to retire. Overall, Gen Xers are very busy! They’re raising children, paying mortgages and tuition, and working a lot. They might not have grown up with technology, but more than 80% of this generation reports that they are on Facebook and Twitter and 90% are considered tech savvy.
Gen Xers are characterized as ethical, independent, adaptable, and open to diversity. They are also seen as skeptical and a tad cynical. Research shows that Gen X is the most brand-loyal generation, so, if your brand can successfully reach them; they are yours for the long term!
Gen Xers create lists for their shopping excursions, but also admit to being most likely to make unplanned purchases. This generation is a true hybrid when it comes to marketing. They grew up without online shopping, so they still enjoy a trip to the store, but have fully embraced online shopping as well.
Make Gen Xers Feel Secure
As they navigate middle age, Generation X is seeking security for their families, finances, and personal well-being. Their goal is to provide for their family and tend to purchase things that add longtime value. They want security and reassurance. Putting an emphasis on products and services that can help protect their homes, family, money, and planet will rate high with Xers.
Connect to Gen X Through Authenticity
Generation X was heavily impacted by family instability in childhood and economic turmoil as they entered the workforce. These factors have resulted in a deep skepticism. Authenticity is essential if you want to connect with them. Basically, Gen Xers have a really strong BS detector. They can spot a fraud or dishonesty a mile away, so if you’re selling products or a service that seem like nonsense or are overpriced, they’ll figure it out and will likely not support your business.
Social Impact Matters to Gen X
Being socially consciousness is huge for Gen X. They’re more likely to support brands and businesses that make a positive social impact, so appeal to that aspect. Gen X pays more attention to brands that have a social do-good component. Products that are not tested on animals, ethically made using fair labor and are environmentally safe, etc. are held in high regard with Gen Xers.
Reaching Gen X
Traditional online marketing methods can be effective in reaching Gen Xers. Although Generation X is technologically savvy, they have more traditional values than millennials, who are likely to ignore email marketing and social media advertising in favor of social media influencers and integrated campaigns.
Tips for Marketing to Generation X
1. Coupons- Gen Xers were starting out in the workforce when the Great Recession hit. They question if they will be able to rely on Social Security after retirement, so saving it is! Gen Xers are saving for everything: college, home ownership, starting a business, and retirement. Which leads us to…coupons and digital discounts. Xers are actively hunting for deals online and are the most likely of any generation to use coupons and promo codes. In fact, 93% of Gen X respondents have used coupons in the past year.
Email marketing may seem old school, but it is still the best way to communicate with Generation X. Gen Xers are plugged into Outlook constantly for work and personal communication. More than 80% of Gen Xers say email is their preferred means of receiving brand messages. So, if you’re trying to target Gen X, email newsletters or promos are a great option to reach them.
2. Do Good- Do-good brands have seen an upsurge; organic, ethically produced products are in high demand. Gen X is not motivated by trends and is more likely to buy a service or product that benefits society or the environment. An effective way to push this type of branding is through Pinterest and Facebook.
3. Make Their Lives Easier- We know how much Gen Xers are using social media, so marketers have a lot at their fingertips. Thanks to Facebook’s customization with targeting options, you can send ads to new moms, for anniversaries, birthdays, and more. Companies have mastered marketing through reminders; Petco offers to send items to your house at regular intervals, so the customer never forgets to stock up on kitty litter or dog food. This is a great way to establish and build customer loyalty — and make their busy lives easier. Loyalty programs can go a long way for a group that likes deals and are loyal to a fault. Birthdays, anniversaries, milestones all can be included in promotions sent their way.
4. Go Old School- Mail- You may not expect what seems to be an outdated form of marketing to work with this generation. According to a study, 86% of Gen Xers bring in the mail every day and 68% have used coupons they received in the mail.
5. Be Versatile in Your Marketing- Gen Xers are using Facebook, Instagram, YouTube, LinkedIn, and Snapchat. If Gen X is following a brand on social media, it’s because they are looking for promotions. Keep this in mind when developing your posting schedules. All generations are still using Google. While some brands are opting to focus their advertising budgets on social media, if you want to target Gen X, it might be worth it to utilize paid search campaigns.
6. Just Say No to Retargeting- Some messages seem intrusive to Gen X. Abandoned cart ads, retargeting ads and anything that directly shows “big brother” is watching will automatically turns them off.
The bottom line here is, do not forget about Gen X! As Gen Xers reach the point where they are earning their highest income and getting to the highest point of their careers, it’s time for marketers to start paying attention. They may be the smaller of the generations, but they have a lot of spending power you will want to be on the receiving end of.
