Have You Forgotten the “Forgotten” Generation?
It seems like marketers are tripping over each other trying to reach millennials. Yet Generation X are consumers in the mid-30s to mid-50s range. So before you stick that beard-wearing hipster in red tennis shoes in your ad, think about the power of targeting this generation.
The reason for the skip is that Generation X is smaller than boomers and millennial groups. Yet the Generation X cadre spends more on housing clothing dining entertainment and healthcare than either Boomers or Millennials. For healthcare marketers, this group is caring for children and aging parents and they place trust in bends that achieve “authenticity and sincerity” according to influencehealth.com.
Gen X Goals:
- Work-life balance
- Continue to learn
- Be efficient, productive
- Tend to be more skeptical and cynical of institutions, but are more brand loyal
- More likely to use wearables (Apple watch, Fitbit)
This is the first generation to live entirely in the age of information. They are more inclined to conduct their own research to verify or disprove facts. The are also “Family First.” And they want to know your organization respects and recognizes that fact.