Giving a little love to Gen X. Ah, the sandwich generation, between Baby Boomers and Millennials. Born between 1965 and 1980, they are a smaller demographic so marketers and advertisers don't give them as much attention. But if I was still in the game, promoting insurance and financial services, Gen Xers are the ones I'd concentrate on. They're still working, so they have money, but they are looking at retirement. Many have aging Boomer parents and struggling Millennial kids to worry about. I imagine long-term security is top of mind.
Anyway, I found these factoids about Gen Xers as consumers.
1. More than either Boomers or Millennials, they prefer shopping brick-and-mortar to being online.
2. This could be because Gen Xers are mindful consumers when it comes to data and privacy issues.
3. They are the group least likely to use online pharmacies. I suspect it's because they're suspicious of their data being compromised.
4. Gen Xers are the group most that pays the most attention to Facebook ads.
5. Similarly, they are the ones who are most likely to follow a restaurant, store, or product on social media.
6. They research before they spend money. These are the consumers who are most likely to check Yelp and Google and Angi list reviews. They're also most likely to post reviews.
7. Gen Xers will spend more for quality.
8. They also expect their products to last. They aren't technophobes but are slower to embrace new technology because they value durability in their phones and laptops.
9. Gen Xers love rewards. They are the demographic most likely to sign up for points, miles, cash back, etc.
10. They expect/demand good service. This is the age group that gave us "Karen."
11. Women in this age group are the target shopper for QVC and HSN.
12. Nostalgia works best with this group. It's suspected that's why Disney has been so successful marketing to Gen Xers.
13. When it comes to travel, Gen Xers are the ones most likely to vacation in a group with either family or friends, making them the target market for VRBO and Airbnb.
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