Tag Archives: generation x

Why Authenticity Matters in Marketing | Business.com

In 2019, socially conscious businesses and earned media will thrive thanks to the growing power of millennial and Generation X buyers.

Consumers are increasingly immune to traditional advertising and have become adept at tuning it out. The public’s fatigue with paid and owned advertising has created an opportunity for other types of marketing and public relations to flourish. Of these, earned media is poised to have the greatest impact in 2019, particularly with Generation X and the millennial audiences who crave authenticity and contribution to the greater good from businesses they frequent.

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Infographic: Millennial, Gen X and Baby Boomer Device Preferences | Adweek

Each generation uses digital differently to consume content and shop for products and services, and marketers need to understand these differences to target their desired audiences on the devices they are most likely to be using.

Millward Brown Digital surveyed more than 1,000 consumers in three generations (millennials, born after 1980; Generation X, born 1965-1980; and boomers, born from 1946-1964) to see how different age groups favored different screens for various activities.

“What the data demonstrates is that even with our advanced knowledge of digital today, advertisers and marketers can’t make assumptions about how various demographics and targets are using digital devices and mobile to access content,” said Joline McGoldrick, research director at Millward Brown Digital. “It is easy to stereotype and say the best way to reach millennials is on mobile, but that is not always true. As the analysis shows, device usage varies from generation to generation based upon what the activity is. There needs to be a more granular understanding of how activity and type of content dictates preferences for screen usage in order to make a truly effective and efficient marketing strategy.”

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Generation X: America’s neglected ‘middle child’ | Pew Research Center

Generation X has a gripe with pulse takers, zeitgeist keepers and population counters. We keep squeezing them out of the frame.

This overlooked generation currently ranges in age from 34 to 49, which may be one reason they’re so often missing from stories about demographic, social and political change. They’re smack in the middle innings of life, which tend to be short on drama and scant of theme.

But there are other explanations that have nothing to do with their stage of the life cycle.

Gen Xers are bookended by two much larger generations – the Baby Boomers ahead and the Millennials behind – that are strikingly different from one another. And in most of the ways we take stock of generations – their racial and ethnic makeup; their political, social and religious values; their economic and educational circumstances; their technology usage – Gen Xers are a low-slung, straight-line bridge between two noisy behemoths.

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Gen X as a Target Customer – Part Two | Lydia Mehit

Continuing our discussion of Generation X as our target consumer, we have gathered a variety of facts about our subjects and now need to use those facts to answer the following questions.

  1. Why do they buy?
  2. How do they buy?
  3. What do they buy?
  4. Where do they buy?
  5. Where do you find them?
  6. How do you reach them?

Let’s answer the questions using the information we’ve learned about Generation X.

Why do they buy? 

We know Generation X women are motivated by price when it comes to fashion.  We also know they spend more than the national average on apparel for children under 16.  We could conclude they are willing to spend more money on their children than themselves, at least in terms of fashionable clothing.

They also spend more then average on housing, furniture, major appliances, cars and trucks.  We might conclude that when it involves their family they are willing to spend more money.

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Generation X as a Target Customer | Lydia Mehit

gen xMany business owners think that EVERYONE is their customer, so they create a coupon, find a monthly delivery system (a coupon magazine or coupon mailer) and hope for the best.  But understanding your target customer can give you insights into how to price, how to promote, how to utilize media and what special offers will appeal to them.

Is Generation X the most likely group of people to purchase your goods and services?

How would you know?  Start with your current customers.  What is the average age of the majority of your customers?  Who typically makes the largest purchase during an average visit? Who are return customers?

If you are not in business yet, look at the neighborhoods where you are thinking of locating your business.  What is the average age and income of the people in the immediate one mile radius?  Check out the three mile radius also.  If you have a retail business, the majority of your customers will be local to those areas.

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Gen X as a Target Customer – Part Two | Lydia Mehit

Continuing our discussion of Generation X as our target consumer, we have gathered a variety of facts about our subjects and now need to use those facts to answer the following questions.

  1. Why do they buy?
  2. How do they buy?
  3. What do they buy?
  4. Where do they buy?
  5. Where do you find them?
  6. How do you reach them?

Let’s answer the questions using the information we’ve learned about Generation X.

Continue reading

Who Is Generation X? | Lydia Mehit

Many business owners think that EVERYONE is their customer, so they create a coupon, find a monthly delivery system (a coupon magazine or coupon mailer) and hope for the best. But understanding your target customer can give you insights into how to price, how to promote, how to utilize media and what special offers will appeal to them.

Is Generation X the most likely group of people to purchase your goods and services?

How would you know? Start with your current customers. What is the average age of the majority of your customers? Who typically makes the largest purchase during an average visit. Who are return customers?

If you are not in business yet, look at the neighborhoods where you are thinking of locating your business. What is the average age and income of the people in the immediate one mile radius. Check out the three mile radius also. If you have a retail business, the majority of your customers will be local to those areas.

If your answer is Generation X, have you made them the target of your marketing dollars? Do you know how to make your message resonate with them?
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