Marketing to a Generation: Generation X

Generation X (born between 1965 and 1980 – now 36-51 years old) represents an estimated population of 66 million people or 25% of the U.S. population. Generation X is smaller in population than our two previous featured generations (millennials and baby boomers). They currently make more money than the average Millennial but have far more long-term financial commitments.  54% plan to work past age 65 or do not plan to retire as they have become accustomed to a certain level of lifestyle. Your business can successfully market to Generation X using a mix of older traditional marketing tactics as well as new age strategies that have proven successful with the younger generations.

Television. With on-demand television programming and streaming services, live television viewership has started to decline. 61% of Gen Xers would choose traditional cable over streaming services if they had to choose just one. While this is almost a direct inverse of the millennials. Using television ad campaigns, particularly during highly anticipated live events, is a great way to drive your message to this generation.

You’ve Got Mail. Whether you’re executing an e-mail marketing campaign or an old fashioned direct mail campaign, Gen Xers respond to each. Generation X still holds an appreciation for standard mail, using it in personal and professional settings. They also are very in-tune with their personal email accounts. Having a good mix of each will benefit your business when targeting this generation.

Back In the Old Days. I always tell my clients, nothing sells better than emotion. A great way to pull on the Generation X’s heart strings is to take them back to the good old days. We’ve seen a ton of successful product and brand relaunches in the past few years (retro video games, clothing styles, TV & Movie remakes, children’s toys). Get creative in your company’s messaging and try to connect with Generation X with a certain level of nostalgia.

Facebook. Like the baby boomers, Generation X’s loves them some Facebook. 81% of Gen-X have a Facebook account while over half of them are active users. Unlike millennials, Generation X is pretty responsive to advertisements and view it as a trusted source for information and promotion. Running an ad campaign on Facebook is definitely recommended when targeting 36-51-year-olds.  

Mix It Up.  Generation X is stuck between the baby boomers, responsive to traditional marketing tactics, and millennials, extremely unresponsive to traditional marketing tactics. Their buying behaviors show that they have absorbed a little of both generations. For example, 62% of Generation X still reads the newspaper and 48% listen to traditional radio programming. Yet they are very active online and as young adults grew up with the internet. Having a strong marketing mix is extremely important when you are putting together your company’s marketing strategy.


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Allevi8 Marketing is a digital marketing agency located on Chicago’s Southside. We create awesome websites and digital experiences for small to medium sized businesses. Providing full branding and creative abilities to our clients, we help your business get more customers. From social media management to SEO to public relations, we will help you grow your business. Contact us today for a free consultation and be where the world is going.

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