Why Marketing to Generation X Should Be a Priority for Today's Businesses

Are your accounts failing to capture business from an audience with plenty of money to spend? Gen Xers account for about 25% of the U.S. adult population, reports AudienceSCAN. But they are smaller in number when compared to baby boomers or millennials. And marketing to Generation X is often diminished because of the group’s size.

What’s unique about Gen X?

Historically, Gen Xers were known as the “latchkey” kids — left home alone after school while their parents worked. They also experienced high rates of parental divorce. These kinds of experiences made them “independent and self-sufficient.” 

What is the purchasing power of Gen Xers?

Over 90% of these consumers don’t feel that the marketing messages they see target them. Yet, they control significant spending power.

When adults over age 50 are added to the Gen X group, they represent about ½ of the total population in the U.S. — they decide what gets purchased. These consumers purchase many of the same items as most adults. And if they saw marketing messages that targeted them, they might be inclined to purchase what your accounts are selling.

What do Gen Xers buy?

Curion Insights reports that older consumers account for the buying decisions of specific products in the following percentages:

• Household and cleaning supplies 45.8%
• Apparel 44.6%
• Technology 36.1%
• Home improvement 35%

AudienceSCAN data reveals that Gen Xers over-​index for spending on other key categories. For example, they are far more likely than other U.S. adults to spend on cosmetics, activewear and fashion accessories.

When it comes to home improvement, keep in mind that older consumers are far more likely than younger adults to own their homes. They also have more money to spend on upgrades. In the next year, 16% of Gen Xers will purchase new windows and 20% will buy new carpeting reports AudienceSCAN.

Around 16% expect to change to a new mobile/​wireless provider in the next year and the same percentage want a new internet provider.

Why is there a misalignment in brand attitude versus what Gen Xers buy?

Analysts point out that brand messaging to Gen Xers isn’t working. Curion explains that marketing professionals may be making misguided decisions based on their limited experience. With many marketing professionals falling into the younger millennial or Gen Z categories, they may not be attuned to age-​group trends. They could be letting their assumptions about “older adults” influence them when they develop ad campaigns. As a result, their messaging falls flat when they are marketing to Generation X.

Consumers are living longer – they are not retiring early. A Local News Matters report highlights the importance of emphasizing what’s next for consumers who are age 50+. Yes, they may need hearing aids or surgery. Research shows they fear having poor health 37% or mental acuity issues (34%).

These fears lead them to purchase products that are “part of a long-​term wellness regimen.”

While good health may be a concern, 47% of Gen Xers like having time to travel, and they have financial resources to enjoy their hobbies.

To win with the Gen X consumer, your accounts must emphasize values that “transcend age.” These consumers want to see themselves reflected in ad campaigns. Active Gen Xers hike/​walk (20%), camp (19%) and golf (16%) according to AudienceSCAN findings.

In addition, your clients should package and promote products that appeal to the reality of today’s consumers. Smaller, single-​serving food packages are perfect for older consumers who live alone.

As children move out, pets become more important. Gen Xers over-​index in a big way as dog owners. And they likely spend plenty on their pets.

Which media formats make the biggest impression on Gen Xers?

In the past month, these consumers responded to ads in the following media, reports AudienceSCAN:

• Smartphone app or text message 45.3%
• Ads on search pages 44%
• Ads on social networks 44%

What do these consumers do after seeing an ad? 52% started an online search and around 41% visited the advertiser’s website.

Don’t overlook social media as a way for your accounts to improve marketing to Generation X. 83% of this audience uses Facebook. That’s significantly higher than the 59.5% of Gen Zers on the platform.

In the current economic climate, your accounts can’t afford to alienate any of their target consumers. Share AudienceSCAN data points regarding the Generation X audience and help them develop a plan to sell more to these consumers.