Generation X (born between 1965 and 1979) is often forgotten by marketers, yet its members are powerful consumers, as they are now in their best-earning years and are usually decision-makers in companies and their extended families. Gen Xers are known to work hard and play hard, while being cautious in their spending, given their various responsibilities. Brands that can offer value, quality and convenience will capture this attractive market of influential and brand-loyal Gen X consumers.
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Globally, Generation X is a smaller demographic cohort compared to the Millennials and Generation Z. Nevertheless, they have higher earning power and hold the majority of decision-making power in most households and companies.
China is home to the largest Gen X population, followed by India, the USA, Brazil and Indonesia. However, the highest shares of Gen X to total population are found in Western European countries, highlighting the importance of Gen X consumers in this region.
Although Gen Xers are generally financially secure, they often have financial responsibilities as many of them take care of children and elderly parents at the same time. Gen Xers are thus cautious in their spending and often demand the best value for their money. Brands can overcome Gen X’s frugality and gain their loyalty by focusing on quality, authenticity and affordability.
Entering middle age and being at the peak of their careers and earning power, Gen Xers offer plenty of opportunities for marketers. They can be targeted for family-oriented and time-saving products and services, as well as for health, wellness and anti-ageing beauty and care. Gen Xers can be reached in many ways, as they are technology-savvy and use both online media and traditional channels such as email and television.