Sandwiched between baby boomers (those born between 1946 to 1964) and millennials (those born between 1981 and 1996) is a group known as Generation X — or Gen X. Although the group is often forgotten, tailoring campaigns with Gen X in mind can have its advantages.
Not to be confused with Generation Z, which is anyone who born between 1997 to 2012.
For the most part, Gen Xers have settled into a career and are in their prime spending years, whether it’s on themselves, items for the home, or for their family.
Sometimes referred to as the “forgotten generation,” there are a few items to keep in mind when marketing to Gen Xers.
Marketing Strategies for Generation X
For many who fall under the Generation X category (those who were born between 1965 to 1980), they either grew up without the internet and related technology, or it became part of their life during their teenage years or young adulthood.
I was born in 1985, which makes me a millennial by definition. But for the most part, technology didn’t enter my life until my teens (anyone else remember taking a computer class in high school?). Because of this, I tend to think like a Gen Xer, but some would say I’m an elder millennial.
So, although these strategies can be used to market to Gen X, this doesn’t mean it won’t resonate with other generations.
Traditional Advertising
Generation X had the unique experience of growing up with the traditions of the baby boomers and then experiencing emerging technologies that many millennials grew up with. This creates a valuable opportunity for omnichannel advertising.
Marketers and business owners are given the opportunity to create an all-encompassing marketing campaign that includes areas like Facebook ads to billboards, direct mailers, and more.
It’s important to remain authentic and consistent with messaging so that if an audience segment receives an email marketing campaign, then spots a print ad, it resonates with the individual.
This is the generation that was built on research as Google did not exist for much of their lives. Remaining as authentic, and transparent, as possible is essential for any brand if it wants to gain their trust — and business. Because if something feels amiss, this is the generation that will get to the bottom of it.
Digital Advertising
Platforms like TikTok are certainly taking over the digital landscape, but if you’re looking to target members of the Gen X audience, this is likely not the best place.
Even though they might not be consuming content on TikTok like the up-and-coming Generation Z audience, they are still likely to engage with content on platforms like Facebook and YouTube.
Many rely on YouTube for entertainment purposes, news-related inquiries, and do-it-yourself projects. If your audience members include Gen Xers, and other ages groups, it would be ideal to put advertising dollars into a few different platforms, rather than only one.
But at the very least, I wouldn’t suggest skipping advertising on YouTube.
Rewards or Loyalty Programs
Who doesn’t love a deal? Especially when that deal comes without a lot of hassle, smoke and mirrors, or in-your-face sales tactics that many brands tend to rely on.
But providing rewards or points for purchases, like the Chipotle rewards program, creates and incentive for the consumer to return and be rewarded for their continued loyalty.
These programs are actually designed to benefit the brand, but the consumer feels as though it is something special for them.
Take the rewards program from Chipotle into consideration. For every $1 spent, the consumer earns 10 points. These points can then be applied to a future order of food. Or the points can be put towards Chipotle apparel, like sandals or a reusable tote bag (hello, walking advertising). Consumers who signup for the program can also receive something special for their birthday.
All of these rewards can be thought of as a “thank you” from the brand, which feels great for the consumer. But it also encourages consumers to return and spend more money so more points can be accrued — so it’s a win-win for the fans and the brand.
Customized Advertising Strategy
As Generation X is in the prime years of earning and spending money, it’s important to remember the demographic in the brand’s advertising efforts.
A customized strategy with tailored messaging and approach for the generations in your target audience is vital so audience members don’t feel left out or that the brand is not for them, which would be a true nightmare.
Utilizing tailored marketing efforts can help find the balance between keeping up with Generation Z, the traditions of baby boomers, and finding ways to target Gen X. It can be a delicate mix of multiple components to get the coveted attention of the forgotten generation, and even some of the elder millennials like myself.
