Marketing is abuzz about millennials and how to reach them because they represent the largest segment of the population. However, in our quest to appeal to millennial shoppers we must not overlook the $2.33 trillion Gen X buying power. More than fifty million Gen X consumers, those aged 35-54 in 2016, have a very different historical context then millennials. A context that impacts how they make purchase decisions and where they spend their time.
Financial crisis, evolution of the family unit and growing adoption of new technologies each played a critical role in how Gen X evolved.
In a recent study The Weather Company studied the motivations and mindsets of Gen X consumers and found:
Gen Xers, like all generations, are shaped by their collective history. They are fiercely focused on family relationships often balancing caring for their children with taking care of their aging parents. They’ve come to depend on themselves and are skeptical of anything that smells of an over promise. Loyalty comes from the high value they place on reliability which makes execution of brand promises a top priority to this generation. Brands that relate to this unique historical context in their marketing and customer experience efforts will thrive.
Looking for a way to connect with Gen X consumers? We can help.
Nearly half of all Gen Xers engage with The Weather Company’s properties on a monthly basis.
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