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Generation X Americans born from 1965 to 1976
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Generation X
Americansborn from 1965 to 1976
POPULATION CHARACTERISTICS
□49 million Gen Xers in the U.S.
□17% of the U.S. population.
□19% of Gen Xers are foreign-born. Close to half come from Central America.
6%
13%17%
63%
0
10
20
30
40
50
60
70
Asian Black Hispanic White
Percent Distribution of Gen X Population by Race/Ethnicity
POPULATION CHARACTERISTICS
Percent Distribution of Gen X Population by Region
Midwest, 22%
South, 36%
West, 24%
Northeast, 19% □More than one-
third of Gen Xers live in the South.
EDUCATION
□Generation X has higher high school graduation rates than previous generations.
Percent Graduating from High School by Year
0102030405060708090
100
1950 1960 1970 1980 1990 2000 2004
MenWomen
EDUCATION
□Generation X is better educated than previous generations.
□Women in Generation X are the most highly educated; 32.4% have a college degree.
EDUCATION
59%
56%
19%22%
11%13%
35%38%
0
10
20
30
40
50
60
Asian Black Hispanic White
Percentage of Gen X With a College Degree
Men
Women
□Asians have the highest educational attainment.
□Hispanics have the lowest educational attainment due to recent immigration.
LABOR FORCE PARTICIPATION
Generations in the Workplace
Generation X,
40%
Baby Boomers,
45%
Silent, 5%
Millennials, 10%
□Four generations are currently in the workplace.
□Boomers and Generation X make up 85% of the workforce.
LABOR FORCE PARTICIPATION
□Generation X has high labor force participation rates.
91%
74%
93%
74%
93%
75%
0
10
20
30
40
50
60
70
80
90
100
25 to 29 30 to 34 35 to 39
Percentage of Generation X in the Labor Force, 2005
Men Women
LABOR FORCE PARTICIPATION
66%
29%
3% 2%
0
10
20
30
40
50
60
70
Dualearners
Husbandonly
Wife only Neither
Percent of Married Gen X Couples Who are Dual and Single Earners
□Two-thirds of Generation X couples are both in the labor force.
LABOR FORCE PARTICIPATION
□Most Gen Xers work full time.
94%
81%
96%
80%
70
75
80
85
90
95
100
25 to 34 years of age
35 to 44 years of age
Percentage of Gen X Workers Who Work Full Time
Men Women
LABOR FORCE PARTICIPATION
21%
17%
12%10%
36%
26%25%
21%
0
5
10
15
20
25
30
35
40
30 to 34 years of age
35 to 39 years of age
Percentage of Gen Xers Working 10+ Years for the Same Employer
Boomermen
Boomerwomen
Gen Xmen
Gen Xwomen
□Fewer Gen Xers have long-term jobs with one employer due to layoffs.
LABOR FORCE PARTICIPATION
□More than one in four (29%) 35– to 44-year-olds works a flexible schedule.
30%
28%
27
27.5
28
28.5
29
29.5
30
Men Women
Percent of Full-Time Gen X Wage and Salary Workers With
Flex Schedules, 2004
INCOME
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
1990 1995 2000 2004
Yearly Median Income of Households by Age of
Household Head
25 to 3435 to 44
□The median income for Generation X has declined since 2000.
INCOME
□Asian and white Gen Xers have the highest household incomes due to dual earners and higher education.
$64,568
$32,272 $35,723
$55,751
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
Asian Black Hispanic White
Median Income of Gen Xersby Race
HOME OWNERSHIP
□56.8% of Gen Xers between the ages of 30 and 34 own their own home.
□66.6% of Gen Xers between the ages of 35 and 39 own their own home.
LIVING ARRANGEMENTS
53%
16%
6%8%
11%
0
10
20
30
40
50
60
Marriedcouple
Female -no spouse
Male - no spouse
Femalelivingalone
Male livingalone
Gen X Household Heads
□More than half of Gen Xers live in married-couple households.
LIVING ARRANGEMENTS
□Almost two-thirds of Asian Gen Xers live in married-couple households.
□One-fourth live alone or with non-relatives.
62%
7%6%
25%
0
10
20
30
40
50
60
70
Marriedcouples
Female-headed
Male-headed
Living aloneor with non-
relatives
Percent Distribution of Gen X Households Headed by Asians
LIVING ARRANGEMENTS
29%
37%
6%
29%
0
5
10
15
20
25
30
35
40
Marriedcouples
Female-headed
Male-headed
Living aloneor with non-
relatives
Percent Distribution of Gen X Households Headed by Blacks □More than one-
third of black Gen X families are female-headed.
□Less than one-third of families are married- couple families.
LIVING ARRANGEMENTS
□More than half of Hispanic/Latino Gen Xers live in married-couple households.
56%
19%
8%
18%
0
10
20
30
40
50
60
Marriedcouples
Female-headed
Male-headed
Living aloneor with non-
relatives
Percent Distribution of Gen X Households Headed by
Hispanics/Latinos
LIVING ARRANGEMENTS
57%
11%
5%
28%
0
10
20
30
40
50
60
Marriedcouples
Female-headed
Male-headed
Living aloneor with non-
relatives
Percent Distribution of Gen X Households Headed by Whites □More than half of
white Gen Xers live in married-couple households.
□More than one-fourth live alone or with non-relatives.
PRESENCE OF CHILDREN
□The majority of women giving birth are in their 20s and 30s.
□Generation X accounts for most births today.
□Average family size for Gen Xers is 3.2.
42 or older,
3%
27 to 41 years old, 62%
Under 27, 35%
PRESENCE OF CHILDREN
51%
62%
70%
55%
0
10
20
30
40
50
60
70
Asian Black Hispanic White
Percent of Gen X Households With Children Under 18 at Home □7 of 10 Hispanic
Gen X households have children under 18.
□Two-thirds of black Gen X households have children under 18.
PRESENCE OF CHILDREN
□More than one-third of Gen X couples have two children.
□1 in 5 Gen X married couples have three or more children.
Percent Distribution of Married Couples by Number of Children
Three or More
Children,20%
Two Children,
34%
One Child, 24%
No Children,
23%
PRESENCE OF CHILDREN
Percent Distribution of Female-Headed Families by Number of
Children Under 18 at Home
Two Children,
33%
Three or More
Children, 23%
No Children,
10%
One Child, 34%
□90% of female-headed Gen X families have a child under 18 living at home.
VOLUNTEERING
34.5% of Gen Xers volunteered their time in 2005:
28.8% of men volunteered39.9% of women volunteered
Types of organizations Gen Xers volunteered for include:
Education or youth serviceReligiousSocial or community service
VOLUNTEERING
Types of volunteer work most commonly performed by Gen Xers:
Fund-raising or selling something to raise moneyCollecting, preparing, or serving foodTutoring or teachingTransportation/general laborMentoring youth
SELLING TO GEN X PARENTS
Life has not been stable. Gen Xers were the children of divorce and dual incomes, and were latchkey kids who grew up by themselves.
Selling point: Convince them that your organization is reliable and will simplify rather than complicate their lives.
Just below the Baby Boom CCc: Generation X; Modern Donor, 2005
SELLING TO GEN X PARENTS
More family time, less contentment. Instead of trying to fit family time around work, they are more likely to try to fit work around family time. They would generally like to spend more time with their kids.
Selling point: “Quantity time” with their kids as well as “quality time.”
2003 Generation X study by Reach Advisors – Marketing Strategy Group
SELLING TO GEN X PARENTS
The “soccer mom” is history. Moms have a high level of education, marry later, and have children later. They are very diverse in their wants and needs. Many are stay-at-home moms.
Selling point: Show the variety of moms in your advertising. If you are only one-dimensional, you are dead.
2003 Generation X study by Reach Advisors – Marketing Strategy Group
SELLING TO GEN X PARENTS
Dads do more at home. Dads work to be involved in the daily lives of their children and are more likely to play a significant role in their activities.
Selling point: Show dads how these kid’s activities can help them be more involved.
2003 Generation X study by Reach Advisors – Marketing Strategy Group
SELLING TO GEN X PARENTS
What’s in it for me? Because of the way this generation has been raised and its job patterns, Gen Xers look for what is in it for them. They want to see a direct return on their investment of time and money.
Selling point: ROI in terms of time and money
March 2006, An Opportunity and a Challenge, Successful Meetings
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