Subculture - Generation X

Kenny Martin, Trey Newton, and Dana Sorensen

General InfoGENERATION X

Generation X

Generation X is the demographic cohort following the Baby Boomers

Includes those born between early 1960s and early 1980s

Traditionally refers to North Americans; Australia; England; Ireland and

various other European countries

Demographics

50+ million people

By broadest definition, the 2016 ages

of Gen X are 35-55

Life expectancy rose from 70.2yr

(1965) to 72.9yr (1976)

Based on US Census Data from 2012

Projected Population by Generation

Births Underlying Each Generation

Generations

Book by Neil Howe and William Strauss

Creative theory that every generation falls into one of four archetypes and occur

in one of four cycles that continuously repeat.

Archetypes:

Prophet

Nomad

Hero

Artist

● Cycles:

High

Awakening

Unraveling

Crisis

Historical Context

Historical Context

The Civil Rights Movement

Technological advancements

1977 - 1st space shuttle tested

1990 - Hubble space telescope launched

Health

1978 - First test tube baby born

1981 - AIDS 1st identified

1982 - 1st artificial heart

O. J. Simpson acquitted

Political Aspects

Wars on wars on wars…

Three Mile Island nuclear accident

The Berlin Wall falls

The Soviet Union ends

US Stock Market drops 22%

Watergate

Social Context

Social Context

Gen X “sandwiched” between Baby Boomers and Gen Y

Mothers working outside the home

Divorce on the rise

Downsizing and layoffs

More ethnically diverse than previous generation

Birth rate drop after 1964

FDA approval of oral contraceptives (1960)

Legalized abortion (1973)

AKA the “Baby Busters” generation

Cultural Context

Cultural Context

Internet usage up

Media

CNN

MTV

The Oprah Winfrey Show

Seinfeld

Friends

Personal technology

Desktop computers

Gen X Celebrities

Robert Downey Jr. (1965)

Adam Sandler (1966)

Nicole Kidman (1967)

Will Smith (1968)

Jennifer Aniston (1969)

Brett Favre (1969)

Tina Fey (1970)

Snoop Dogg (1971)

Eminem (1972)

Heidi Klum (1973)

Leonardo DiCaprio (1974)

David Beckham (1975)

Drew Barrymore (1975)

Tiger Woods (1975)

Peyton Manning (1976)

Reese Witherspoon (1976)

Characteristics of Gen X

Family

More single-parent households

Smaller families

Latchkey children

“Sandwich Generation” which takes care of both aging parents and raising 50+%

of U.S.’s children under 18

Nontraditional families becoming more seen and accepted

Helicopter parents

Work & Finances

Less committed to any one job or company

More flexible resumes

Quick-to-learn (tech savvy)

Entrepreneurial vs. Slacker

Work-Life Balance

Cautious with money

Saving money is huge for Gen Xers

Lifestyle and Worldview

More PC and accepting of different cultures

Apathetic and cynical

Educated

Disdain for authority

Individualistic

Accomplishments

Consumer Behavior

GENERATION X

Consumer Behavior - Overview

Generation X tends to, as adults, be savvy

consumers who pride themselves on making

informed purchase decision, often turning to

the internet when searching for the best

value.

Main Topics:

Product Searching & Purchasing

Digitally Driven

Consumer Values

Consumer Behavior - Finances

Gen X are big spenders

More spending power than any other generation

29% of estimated net worth dollars

31% of total income dollars

Soon to replace Baby Boomers as a cash

cow for marketers

Product Research

Gen X consumers research and seek out

product information before making

purchases

more than any other generation

Will not buy a product until they’ve thoroughly

researched it first

Read reviews & visit opinion and social media sites

Research can be very extensive and rigorous to

find the best available option

Skeptical of Usual Marketing Tactics

Gen X consumers tend to use their own extensive

research to shop in order to avoid being targeted

If unsure of a product purchase decision, they will usually

not pull-through

Flashy Ads do not appeal or work with them

Gen X more often prefer clear cut explanations of

product benefits

Tech Savvy Consumers

Generation X was there during the early development of computers and the

internet

Millward Brown Digital (a british multinational market research firm) surveyed

more than 1,000 consumers in three generations (Millennials, Generation X,

and Baby Boomers) to see how different age groups favored digital screens for

various activities.

60% of Gen Xers use a smartphone on a daily basis

67% use a laptop/PC daily

Surpassed the 58% of Millennials who use a laptop/PC daily.

Responsive to Digital & Traditional Advertising

Even though they use technology on almost a daily basis, digital advertising

wasn't too popular early on in their lives

Gen X consumers are accustomed to traditional advertising, but have become very

used to digital advertising

Meaning they get exposed to ads from both digital and traditional media Traditional Methods (Hi-Lo)

Television

Print

Radio

Digital Methods (Hi-Lo)

Email

Mobile

Social Media

Consumer Values - Overview

Generation X values:

Sincerity

Authenticity

Independence

Consumer Diversity

Generation X tends to be very brand loyal.

Corporate Views

Gen X values sincerity, authenticity,

independence, and consumer

diversity especially when it comes to

advertising

They want to be acknowledged as an

independent consumer

Have a personalized brand experience

Do not respond well to generic “One-Size

Fits All” marketing approaches

Personalized Advertisement Study

Research from IPG Media Lab and Yahoo found that personalized ads boosted

brand favorability and purchase intent among all internet users

most notably Gen X

Brand Loyalty

If a Gen X consumer values a company and its products, they tend to be very loyal

to that specific brand/company/product

Willing to dish out more money to purchase a product if they already have knowledge and trust in it

Gen Xers are much less interested in trying new brands compared to other

generations

Personalized Consumer experiences help build that loyalty

Marketing Strategies

Dana Sorensen

GENERATION X

Marketing Strategies - Overview

Market towards the

“Researchologist”

Effectively Communicating Through

Email and Direct Mail

Things to be cautious about when

marketing to Generation X

Marketing Strategies - Research

Generation X is sometimes referred to as “Researchologist”, as stated earlier they

tend to research thoroughly before making a purchase.

Marketers must insure there is ample, reliable information easily accessible to the

consumer on multiple platforms.

Generation X also tends to be taking care of aging parents as well as growing children.

“Sandwich” generation, Baby Boomers and Millennials.

Marketing Strategies - Communication

Email campaigns along with Direct Mail Marketing work well for Gen X.

The Direct Marketing Association found that direct mail has a %4.4 response rate,

email has a %0.12 response rate.

Generation Xer’s are a very diverse demographic of consumers to market to.

Those who are on the tech savvy end check their email on a regular basis.

Email marketing to Gen X must include only relevant information.

Customizing the content helps the consumer feel appreciated.

By including a video in your email marketing you can increase your conversion rate by

up to %50.

Marketing Strategies - Stereotypes

The Nielsen company points out traits about Gen X’ers that marketers must be

aware of, as to not insult or turn away consumers.

Both Generation X women and men prefer a more calm and family friendly approach to

advertising.

Women tend to be more family focused and relate to everyday family activities.

Use major sentimental events in a woman's life to create emotional attachment to

products or brands

Men are a more traditional: into cars, sports, do it yourself projects around the

house.

You must appeal to them with realistic and genuine campaigns they can identify with.

Marketing Examples

Dana Sorensen

GENERATION X

Marketing Examples

Successes:

Miller Lite

Dove: Campaign for

Real Beauty

Failure: Lifelock

Marketing Examples - Miller Lite

Miller Lite went through many changes since its debut in 1975

One of the most recent changes is the can. They went back to the “retro-look”, a simular can

design from the late 70’s and 80’s, away from the blue cans that many thought looked too much

like a soda can.

After this packaging change, the second half of 2014 saw shipments grow by a few points every

week.

Miller LiteDuring the late 70’s and early 80’s they

started running ads featuring famous sports figures.

Bringing in the sports stars like Dick Butkus, Bubba

Smith and John Madden brought out the sports

side of people back then

A main objective was to bring masculinity to

drinking light beer, showing that even these guys

enjoy the taste of a light beer that was low in

calorie.

Dove: Campaign for real Beauty

Doves Campaign changed the way the

health and beauty industry markets

towards women.

This was an ad campaign asked women

what attributes made them beautiful

instead of asking what they wanted to

change.

The Generation X women in this campaign

helped pave the way for the next

generations to bring back natural

beauty.

Marketing Failure: Lifelock

Lifelock CEO made one of the most dramatic

marketing stunts the world had ever seen.

He posted his photo with his actual social

security number.

This tactic was an epic failure, his identity was stolen

13 times, he called that a success

Lifelock also guaranteed any sensitive data you gave

them would be encrypted and secure, none of

which was true.

They even failed to follow a Federal Trade

Commision order to establish and maintain a

program to secure and protect personal data.

Citations

https://www.metlife.com/assets/cao/mmi/publications/Profiles/mmi-gen-x-demographic-

profile.pdf

http://www.pewresearch.org/fact-tank/2014/06/05/generation-x-americas-neglected-middle-

child/

http://www.governing.com/topics/urban/gov-generational-population-data-maps-by-state.html

http://www.pewresearch.org/fact-tank/2016/04/25/millennials-overtake-baby-boomers/

http://www.jenx67.com/who-is-generation-x

http://www.valueoptions.com/spotlight_YIW/gen_x.htm

http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf

http://danschawbel.com/blog/44-of-the-most-interesting-facts-about-generation-x/

http://yourbusiness.azcentral.com/generation-x-consumer-behavior-9585.html

https://www.centro.net/blog/generation-x-the-small-but-mighty-generation/

https://www.ipglab.com/wp-content/uploads/2015/04/Going-Deeper-Booklet_Web-2.pdf

https://www.pinterest.com/explore/advertising/

http://www.centerforinquiry.net/blogs/entry/reply_to_a_cell_phone_story_complaint/

https://ntinm4.wikispaces.com/Brand+Loyalty

https://www.roomtogrow.co.uk/blog/bedroom-ideas-encourage-independence/

https://www.linkedin.com/pulse/20141020153419-120693972-motivational-molds-why-one-size-

doesn-t-fit-all

https://www.centro.net/blog/generation-x-the-small-but-mighty-generation/

http://adage.com/lp/top15/#realbeauty

https://www.wired.com/2015/07/lifelock-failed-one-job-protecting-data/

http://fortune.com/2015/03/23/miller-lite-beer-evolution/

http://www.americasbestcompanies.com/blog/6-rules-marketing-generation-x.aspx

http://www.terrenceblair.com/blog/advertising-to-generation-x/

http://marketingzen.com/marketing-to-generation-x/

http://www.charmmdfoundation.org/resource-library/effective-communication/checklist-

communicating-different-generations

https://advertising.yahoo.com/insights/overlooked-influence-gen-x

Questions?