How to Target Market to Gen X

Generation X: The slackers who think reality bites and would rather flip you off than tell you why. Except now they’re surprisingly affluent 40-somethings, they have not allowed their lives or (arguably) the country to fall apart, and they’ve acquired some surprising tastes and traits.

At least, that’s the gist of Steve Hirst’s Shake Creative blog post, “How To Target Market To Gen X, Bring Your Flannel and Green Hat.”

Hirst points out that Gen X has actually been getting old and settling down for a long time. They’re focused on family values because their parents weren’t, they feel nostalgic for simpler times symbolized by “Star Wars” and comic book characters (which is obvious at today’s box office), they’re educated, and they’re thrifty and practical. Hirst lists some more key attributes as well, if you check out the article. It’s surprising to see many institutions connected with Millennials, like Kickstarter, were actually started and used by Gen X.

So, how do you get that group to respond to direct, target marketing? Frankly, it sounds like an ideal direct market. They’re savvy and price sensitive, and they don’t trust corporate America, so less-known direct marketers have a fair chance against the titans of brand marketing.

Have you had success reaching Generation X? How did you reach them, and what tactics were most successful for you?

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.
Publish date: December 17, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT