Marketing Research Blog

Don’t Sleep on Gen X

As we welcome our benevolent new overlords Generation Z—who are soon to be, if not already, the dominant force in the minds of marketers and employers—I would like to speak out for Gen X.

Some overlook us based purely on size—we are the valley between Mountains Boomer and Millennial. We are hitting our stride in our middle age years, with retirement on the horizon. We may not be the largest, but don’t underestimate our experience and spending power. As Kathy Bates’ character said in Fried Green Tomatoes, “Face it, girls. I’m older and I have more insurance.”

We grew up as latch-key kids, so we are tough, confident, independent, and know how to say no to strangers with candy. We are entrepreneurial. Gen X is in an interesting life stage—we are betwixt and between. We are not necessarily growing our families, and most are not yet ready for full retirement (well, we’re all ready for retirement, amirite?). We may have both older children and elderly parents in our households. We may not be digital natives, but technology is our second language—we feel comfortable making colonoscopy appointments over the phone while at the same time trying to score tickets to the Oasis reunion on an app.

[Speaking of retirement, we aren’t ready for two reasons. At the collective age of 43-59 here in the year 2024, we are too young for Social Security. And we also aren’t financially prepared. Unlike older generations, we don’t have an employer’s pension to rely on. Planning and saving have been up to us, and we just aren’t as prepared as Boomers were at our age.]

Should Gen X (or Gen ✔✔✔) be a prime target for your business? Why?

Because reasons. Specifically, these reasons:

Consider our life stage

• You may call us the Sandwich Generation. Because we grew up on PB&Js? No—well, not only that. Many of us are caring for our older parents while still helping out our adult children.
• Increasingly, we will become primary decision-makers for elderly parents—including their healthcare, living arrangements, food, and other everyday needs.
• As helicopter parents, we are still highly involved in our children’s lives even as they move into adulthood. We may cosign on their student loans and car loans to help them out. They may still live with us (and they are not the ones doing the grocery shopping!). Some may still be on our car insurance and cell phone plans... “Hey Siri, remind me to check my automatic payment details.”
• We will be around for a while. While male Boomers are expected to live around 78-80 years and female Boomers around 82-84 years, Generation X is expected to live 2 years longer, on average.

We have value!

• We are homeowners—well, 72% of us are—vs. 55% of Millennials. Irrigation systems, pest-control services, insurance, home air quality, and new roofs are what keep us up at night. Let Millennials have their avocado toast in the morning, but please help us sleep better at night. Oh, maybe a new mattress would help me sleep better.
• We carry less student debt than Millennials, on average. College prices were lower for us back in the day, and we have had time to pay student loans off. With that comes financial freedom to spend that money elsewhere or build up our nest egg, which as I mentioned, we need help with!
• We have the highest median incomes in the country, according to a study by Scholaroo. We are settled into our careers and moving into management roles.

What we buy

• We are more brand loyal than younger generations. Give us a product or service that is of high quality, and we are likely to stick with you.
• As we see more years behind us than in front of us, there’s an urgency to our wanderlust. It’s our time to explore the world and check items off our bucket list while we can still physically manage that trans-Atlantic flight.
• Self-care is not just for Millennials. We want to look good while we age! We are at a point in our lives where we can and are willing to spend on premium beauty and health products. Companies related to skin & haircare, supplements & wellness, health & fitness, cosmetic treatments, listen up—help Gen X age gracefully and maintain that youthful glow, and we’ll remain loyal customers.
• We affect pop culture and entertainment. We may not be old enough to get excited about the Matlock reboot, but consider us sold on Cobra Kai, Star Wars: Episode Infinity x Infinity, Fuller House, and Mad Max sequels. Producers know what will hit us right in the feels.

How to reach us

• Related to that walk down pop culture memory lane, nostalgia marketing (if done well) is highly effective for Gen X. Put us back to a simpler time, when we couldn’t be reached 24/7.
• We can be reached (sometimes) with traditional media. Old media habits die slowly, as do radios built “back when products were made to last.”
• Traditional marketing is certainly important, but believe it or not, younger generations don’t own the internet. Social media has a significant impact on our purchasing. We don’t have all the time in the world, so anytime a site can offer us relevant, quality products in our feed, we may just bite. While we may have spent countless hours during our formative years shopping with an Orange Julius in our hand, online shopping has taken over our frequent trips to the mall.
• In short, a mix of media is needed to reach us. We still rely on DVRs and cable but also see the benefit of streaming.

Gen Z, here are some words of wisdom from your elders—please beware. You may be poppin’ right now but ask Millennials how long the spotlight lasted. Gen Alpha is right on your tails, and I hear they are the most creative and imaginative generation, most diverse, most accepting…

So don’t you forget about us in your strategic marketing and hiring strategies. We will be around for a long time, and we can translate between Boomer CEOs and the newest hires. We have discretionary income—look forward to Gen X spending more on home improvement, travel & leisure, and health & wellness in the upcoming years. Offer us solutions that help save time or money. Be transparent and straightforward. Advertise to us online and offline.

Now, let me grab my boom box and sing you out.

Credit: Simple Minds, Don’t You, 1985

Author

Jennifer Murphy

Vice President

Jennifer has over 20 years of experience in marketing research in a wide variety of roles, from data processing to reporting and analysis. Her attention to detail and big picture thinking, combined with her quick wit and deep knowledge of research, makes her a wonderful project collaborator. Jennifer earned a Bachelor of Business Administration in Marketing from the University of North Texas and a Master’s in Marketing Research from the University of Texas at Arlington.

• 
•