Generation X: Marketing to the “Middle Child”

Generation X marketing

Generation X (consisting of people born between 1965 and 1980) is sandwiched smack dab between the baby boomers and the millennials. With just under 66 million people falling into this category, they’re the smallest of the four major generational segments, accounting for only 25% of the population.

But more importantly, they control a full 31% of the income.

Due to their position in the generational birth order, Generation X is sometimes referred to as the “middle child.” They don’t often get the privilege or respect offered to baby boomers, and they miss out on the attention that millennials enjoy.

It’s time to change that! If your small business is looking to target Generation Xers (and you should be!), here are a few best practices.

Don’t Waste Their Time

Generation X doesn’t have time to be jerked around. Unlike baby boomers, they’re still solidly enmeshed in the workplace grind, and their time comes at a premium. Click bait posts, gimmicky marketing strategies and roundabout conversations aren’t going to work – this generation wants to get directly to the thick of things.

When marketing to Generation X, clear and concise is the name of the game. “Here’s what we’re selling, here’s a list of the benefits, here’s the price, have yourself a great day.” This generation is fiercely intelligent; they’ll know if you’re giving them the runaround and head straight for the door.

Find Them on Facebook

While it may be true that younger generations are making a mass exodus from Facebook, the same is definitely not true of Generation X. In fact, a whopping 95% use the platform, while only 25 percent are regular Twitter users. This means that Facebook needs to be your primary social media touchpoint with this age group.

Generation Xers appreciate authenticity and brand recognition, and there’s no better place to create that than on Facebook. Be sure you’re regularly engaging (both on your page and through Facebook Messenger), posting relevant content and continuously telling your brand’s story if you want to capture this generation’s limited attention.

Information Overload Is Completely OK

Generation X is discerning. They know the value of a dollar and they’re not in the habit of throwing good money after a bad product or service. And you can bet that they’ll do their homework before making a purchase.

Make sure they have all the information they need about your small business. Too much knowledge is never a bad thing! Your online reviews need to be up to scratch, your product description pages should be stellar and your website must contain everything they need to make an informed decision. Generation X won’t buy anything until they’ve fully vetted it!

Add a Dose of Nostalgia

Generation Xers aren’t over the hill by any means, but they areold enough to remember their youth fondly. Like a good reboot of your favorite TV show or a half-remembered song from your high school days, nostalgia sells – and this generation is buying!

Don’t be afraid to capitalize on the trends of the ‘60s, ‘70s and early ‘80s. Incorporate bits of style and pop culture from their youth in your marketing. Anything that makes them smile and think “I remember that!” is fair game, and they’ll definitely appreciate your tailored touch!

Generation X Doesn’t Have to Stay “Stuck in the Middle”

It’s true that Gen X can be difficult to market to. They’re not as set in their ways as baby boomers, nor as free-thinking as millennials. They may be the least populous generation, but that’s no reason to overlook them! When you prioritize their time, develop a Facebook strategy that caters to them, give them the information they want and capitalize on their “good old days,” you’re well on your way to capturing this oft-forgotten generation!

Young, old, or in-between, there’s a trick to marketing to any generation, and Mischa Communications wants to share it with you! Let’s get the conversation started!

If you missed Part One of our generational series, check out how baby boomers can be a big boon for your small business. And check in next week when we talk about effective ways to market to millennials!