Marketing to Gen X: Winning Over the Overlooked Demographic

AI-Assisted by Claude.ai; Edited by Franny Harold

Since the pandemic, marketers have focused their efforts on targeting their Gen Z and millennial audiences. However, the Gen X demographic shouldn't be ignored. Born between 1965 and 1980, Gen Xers have significant spending power, strong brand loyalty, and unique values that influence their purchasing decisions. 

The World Economic Forum reports that in 2021, Gen X spent an average of $83,357 — more than millennials ($69,061) and Gen Z ($41,636). This generation is predicted to number 64 million in the U.S. by 2028. If you can earn their trust as a brand, you can drive meaningful growth.

So what matters to Gen X as consumers? According to a recent Forbes Advisor study:

• 87% say data privacy is key for their brand loyalty
• 85% want to support companies treating employees well  
• 68% consider overall brand reputation 
• 60% prioritize sustainable, eco-friendly brands
• 46% prefer shopping in physical stores over online

To successfully resonate with this demographic, try marketing strategies like:

1. Showcasing Outstanding Reviews and Customer Testimonials

86% of Gen Xers say positive reviews influence their purchases (TELUS International Survey). Create case studies, showcase quotes from satisfied customers, and highlight social proof to build trust.

2. Offer Discounts, Coupons and Loyalty Programs  

With many feeling financially insecure, Gen Xers love finding deals. Implement loyalty programs with member perks and send exclusive offers.

3. Prioritize Excellent Customer Service

60% say that having an actual human manage customer service is very important (Statista). Use personalized emails with product recommendations, engage on social media, and address concerns promptly. 

4. Run Relatable, Targeted Advertising 

Create nostalgic ads referencing 1970s culture or reflecting Gen X lifestyles, such as raising teens. Leverage market research on their interests and trends.

5. Be Active on Gen X's Top Social Platforms

According to a Pew Research Center survey, they're most active on YouTube (92%), Facebook (75% of 40-somethings), and Pinterest (59%). Partner with influencers, share how-tos, run social ads, and encourage UGC.

6. Provide Helpful, Educational Content  

Gen Xers are self-reliant researchers. Create and distribute insightful content via articles, infographics, and webinars with unique, relevant industry information. 

While often overshadowed by larger cohorts, Gen X has some of the greatest potential to become loyal brand champions. With strategic, value-aligned marketing, you can effectively reach this valuable audience.