For many years, consumers born between 1967 and 1977 have been labeled Gen Xers and prided themselves on being independent from corporate America and obvious marketing ploys. In return, marketers tended to target this group with a single strategy. Research by Proximity Worldwide suggests that marketers could have more success if they position messages to appeal to unique characteristics of subgroups in the Gen‑X demographic. Here’s an overview:
- Cruisers – this group loves independence and connects best with ‘specialist’ brands
- Nesters – this group maintains a skepticism about marketing but connects with specific brands such as Ikea and Amazon
- Super-Breeders – this group is family and child-focused and actively seeks out organic , fresh and environmentally friendly products.
As Gen Xers move into their prime earning years, the study is an important reminder not to fashion marketing campaigns solely based on age demographics.
Greenberg, Karl. “Gen X is More Than the Sum of its Parts,” Media Post, 6.17.08