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Generation X, born between 1965 and 1980, is what we know as the "forgotten generation."
Despite this, they hold substantial spending power, accounting for 23.5% of global expenditures.
Generation Xers balance complex lives shaped by work-life demands and financial stability.
“Gen Xers laid the political, intellectual, social, creative and personal ground upon which the Millennials today walk, talk and text,” Christine Henseler, a professor at Union College in Schenectady, New York.
Their purchasing decisions are deeply influenced by authenticity, making genuine brand stories and real-world scenarios highly effective in capturing their attention.
In our agency's experience, the best marketing strategies for Gen X respect their busy lives and emphasize long-term value. Understanding that fosters loyalty among Generation X consumers.
And you’re on the right page because we’ll discuss 10 actionable marketing tactics to engage this pragmatic audience.
Let’s dive in.
P.S. Ready to connect with a pragmatic audience like Generation X? Book a demo with inBeat to find creators that resonate and drive results.
Generation Overview: Gen X, born between 1965-1980, holds 23.5% of global spending power, values authenticity, practicality, and long-term value in purchases.
Demographics & Influence: Represents 19.9% of the U.S. population, contributes 31% of U.S. income, and prefers both in-store and online shopping.
Core Values: Independence, quality, and loyalty drive their purchasing decisions. Authentic brand interactions and product reviews strongly influence them.
Media & Channels: Engages with both traditional (TV, radio, print) and digital (Facebook, YouTube, email) platforms. TikTok use is rising but limited for product research.
Shopping Behavior: Seeks durable, cost-effective, and reliable products. Convenience and transparency are key.
Marketing Strategies:
Successful Campaigns: Examples like Dove’s Real Beauty, Subaru’s Love Campaign, and nostalgia-driven ads like RadioShack’s "The '80s Called" illustrate Gen X’s preference for authenticity and relatability.
Key Takeaway: Blending authenticity, practicality, and nostalgia across traditional and digital channels builds trust, engagement, and loyalty with Gen X.
Let's explore who Gen X is, their core values, preferences, and how these influence their shopping behavior.
That’s the first step to inform the 10 data-driven strategies we promised in the title.
Generation X comprises approximately 19.9% of the U.S. population.
This cohort holds 30.4% of societal power, which shows their significant influence.
And by the way, that’s almost twice as much as Millennials and Gen Z combined – another argument in favor of data-informed Gen X marketing.
Financially, Gen Xers account for 31% of total U.S. income, with 59% owning homes.
They are the most likely generation to be married, and Gen X women have higher labor force participation rates than previous generations.
Their shopping habits reveal a preference for in-store experiences, with 73% favoring physical retail.
However, they are also active online shoppers, with 86% using Amazon's shopping app.
This generation values authenticity and long-term value in their purchasing decisions.
Understanding these demographics is crucial for tailoring marketing strategies to effectively engage Generation X.
Generation X values independence, practicality, and authenticity, shaped by their experiences as the "middle child" between Boomers and Millennials.
Tech-savvy but not digital natives, they seek efficiency and quality.
That’s why they prefer straightforward information over flashy ads.
Gen Xers are loyal but price-conscious because they balance work, family, and personal interests.
All this influences their shopping behaviors.
Generation X values high-quality products that offer long-term value.
They prioritize practicality and seek authenticity in brand interactions.
Gen X-ers crave personalized experiences and appreciate communication from brands that acknowledge their individual preferences.
Product reviews significantly influence their purchasing decisions; 55% of Gen X consumers use social media to research products before making a purchase.
Additionally, 31% have used social media platforms to voice complaints about brands or products.
This highlights the importance of excellent customer service and of addressing your Gen X customers on all social channels.
Lesson learned: Marketing to Gen X should focus on transparency, highlighting product durability, cost-effectiveness, and personalized experiences.
Gen Xers had an average annual expenditure of $95,692, much more than other generations.
This generation allocates a substantial portion of their income to housing, with 33% of their annual spending directed towards this category.
They also prioritize healthcare and personal insurance because they focus on financial security and well-being.
Gen Xers are active consumers across various retail channels, with 19% of their spending at Walmart, 10% on Amazon, and 7% at Costco.
As a side note, their shopping habits include frequent purchases of nostalgic snack brands.
This shows us their famed generational loyalty to familiar products.
That brings us to the next point.
Generation X has distinct shopping behaviors, which are – as always – shaped by their unique experiences.
This generation tends to remain loyal to brands that consistently meet their needs over time.
Convenience is paramount; 62% of Gen X consumers have made over half of their purchases online in the past year, reflecting their comfort with digital platforms.
Practicality guides their choices; they prioritize quality and durability over novelty.
Growing up during economic uncertainties, Gen Xers developed a cautious approach to spending, so that’s why they’re primarily seeking value and reliability.
Their appreciation for authenticity leads them to trust brands with genuine narratives and transparent communication.
Generation X, Millennials, and Generation Z have distinct behaviors that shape their interactions with brands.
Generation X, also referred to as the "sandwich generation," prioritizes practicality, financial security, and value-driven purchases.
Independent yet skeptical of authority, they research extensively and value reliability, loyalty programs, and transparent communication.
Millennials focus on experiences over possessions, favoring brands that align with their values, such as sustainability and social responsibility.
They’re also digital natives, so they respond to engaging storytelling, influencer marketing, and seamless e-commerce experiences.
Generation Z, the youngest cohort, spends significant time on social media, with 73% dedicating over three hours daily to these platforms.
They crave authenticity, innovation, and social inclusivity. Hyper-connected, they prefer short-form content and interactive, TikTok-style campaigns.
They value peer recommendations and personalized experiences.
Lesson learned: Emphasize practical benefits for Gen X, aspirational experiences for Millennials, and social-first engagement for Gen Z.
That brings us to the next point.
Let's investigate how to market to Gen X effectively by focusing on principles that resonate with their values and preferences:
Effective communication with Generation X requires direct, honest messaging.
Avoid overcomplicating your marketing efforts with jargon or exaggerated claims.
Instead, highlight the long-term value and practical benefits to align with their focus on financial stability and thoughtful purchasing decisions.
Authentic content and user-generated reviews build trust, reinforcing loyalty among this pragmatic and influential generation.
For example, our campaign for Nielsen IQ’s Unroll.me highlighted how Gen X responds to clear, relatable content.
Flashy, fast-paced videos performed better in the Gen Z group.
By comparison, smoother informational narratives resonated with Gen X.
One video stood out by emphasizing real-world scenarios, reinforcing how authentic content and educational insights drive purchasing decisions.
For Gen X, clarity and substance build loyalty.
Building on this foundation of trust, nostalgia marketing offers an additional avenue to connect with Generation X on a deeper, emotional level.
Reference cultural icons and trends from their formative years to create a sense of familiarity and trust.
All recent research proves this is a good strategy.
For example, a study found that 75% of Gen Xers use YouTube to watch videos related to past events and people, highlighting their inclination towards nostalgic content.
Notable examples include:
A hybrid marketing approach that combines digital platforms and traditional media effectively is great for Generation X.
As we said above, they love both online shopping and store shopping.
Besides, this cohort spends an average of 21 hours per week on smartphones and 9 hours on PCs, which shows us A LOT of digital engagement.
However, 48% of Gen Xers tune into the radio, so traditional channels are still relevant for them.
The point is to integrate digital marketing tactics with traditional media, like radio ads, to connect with Generation X's diverse media consumption habits.
This way, you’re enhancing reach and fostering deeper engagement.
Pro tip: TikTok isn't just for Gen Z. Gen X is also becoming hooked to this platform. Approximately 20% of TikTok users are aged 40-49, indicating a significant Gen X presence on the platform.
Still, only 9% of Gen X utilize TikTok for product research.
This reflects their skepticism toward overt marketing.
To effectively engage this demographic, you should ALWAYS prioritize authenticity and transparency.
For example, The Wiggles' TikTok content humorously addresses generational differences, and that resonates with Gen X viewers.
@thewiggles Big Red Car 🚗💨 #TheWiggles #BentleyGirl #Bentley #asmr #fyp #BigRedCar #Car #WigglesTok ♬ original sound - The Wiggles
Lesson learned: Deliver genuine, relatable content to build trust and foster meaningful connections with Gen X audiences.
Let's dive into the 10 actionable strategies we promised.
They’re all tailored to resonate with Gen X and make your marketing efforts truly impactful.
Influencer marketing can effectively engage Generation X by leveraging their trust in authentic voices.
While influencers are typically associated with younger demographics, 50% of marketers now target 40-49-year-olds in their influencer strategies.
Remember that Gen Xers value practicality and authenticity.
That’s why collaborating with influencers who share genuine, relatable content aligns with their preferences.
For instance, campaigns featuring DIY or how-to videos resonate well, as Gen X frequently consumes such content on platforms like YouTube.
An example is Home Depot's partnership with DIY influencers to create home improvement tutorials, effectively engaging Gen X homeowners seeking practical advice.
@firstgenhouse So now I can spend more money at Home Depot 😂 #woodtok #diy #homeproject #homediy #homedecor @The Home Depot ♬ Do It To It - ACRAZE
Working with influencers who provide valuable, authentic content is how you ultimately build trust and drive engagement with Generation X.
And since they’re loyal customers, you’re also decreasing CPAs considerably in the future.
Pro tip: Use our influencer discovery platform to power influencer campaigns tailored for Generation X.
We specialize in connecting brands with relatable micro-influencers who create authentic, value-driven content that resonates with this pragmatic audience.
80% of Gen Xers rank texting as their most-used communication method. Even Millennials and Gen Z don’t text as much.
That’s why you should implement SMS campaigns to engage this demographic.
To scale conversions, offer tangible value, such as exclusive offers or timely updates.
For example, a retail brand might send personalized discount codes or flash sale alerts, aligning with Gen X's appreciation for practical benefits.
Pro tip: Given their busy lives, concise and relevant messages are more likely to capture their attention.
And, of course, you should also integrate SMS marketing with other channels, like email and social media.
This creates a cohesive experience that resonates with Generation X's communication preferences.
Generation X engages with multiple social media platforms weekly, with 90% using Facebook at least once a week.
LinkedIn also sees significant Gen X participation, with 25% of individuals aged 40-49 using it regularly.
Also, 30% of weekly podcast listeners are Gen X.
Even better, 33% of Gen X podcast listeners have purchased products or services due to podcast advertisements.
So, podcast ads that reflect Gen X's interests and values allow you to foster deeper connections and drive purchasing decisions within this cohort.
Here are some tips to scale your podcast advertising strategy.
Besides, Facebook still has solid targeting capabilities.
Utilize demographic data, interests, and behaviors to create tailored campaigns that resonate with Gen X's preferences.
On LinkedIn, focus on professional content that addresses their career advancement and industry insights.
Sharing educational content and thought leadership pieces can engage Gen X users seeking professional development.
Pro tip: Use video ads to grab Gen X’s attention.
Generation X consumes digital video content extensively, with 88% engaging with such media.
They account for 1.5 billion daily views on YouTube, indicating a strong preference for video content.
Email marketing remains a great tool for engaging Generation X.
A 2022 survey revealed that 32% of Gen X consumers are likely or very likely to make a purchase influenced by a brand's regular newsletter.
To effectively reach Gen X, write concise and informative emails.
And, of course, highlight practical benefits and long-term value.
A good example of effective email marketing targeting Generation X is Vitrazza's welcome email flow.
By implementing a series of personalized and engaging emails, Vitrazza achieved over $500,000 in revenue from this campaign.
Generation X values loyalty programs that offer immediate, practical benefits.
To design programs that resonate with this demographic, you need:
The point here is to create loyalty programs that align with Generation X's financial prudence and desire for value.
Pro tip: Focus on tailoring benefits to past purchases and communicate these directly.
Use email and SMS to remind them of earned rewards. This approach strengthens loyalty and keeps your program top of mind.
Generation X, known for financial prudence, responds well to discounts that offer tangible value.
A significant portion of this demographic likes discount stores; for instance, 43% shop at thrift stores.
To effectively engage Gen X, you should implement discount strategies that resonate with their desire for good bargains.
Pro tip: Gamification can enhance the appeal of discounts.
Incorporating game elements like points, badges, and leaderboards into discount programs is great for engagement.
For example, Starbucks' loyalty program allows customers to earn stars for purchases, which can be redeemed for free items.
This approach incentivizes repeat business and makes the shopping experience more interactive and enjoyable.
Generation X values efficient and personalized customer service.
To build trust and loyalty with this demographic, you need:
“Customer service should not be a department. It should be the entire company.” - Tony Hsieh, American entrepreneur and venture capitalist
Pro tip: We’ve seen the best results when customer service includes proactive follow-ups on social media. Respond to inquiries within one hour and use personalized messages that address specific concerns.
This builds trust and shows you value their time.
Focus on consistency across channels to reinforce reliability in every interaction.
Generation X places significant importance on corporate social responsibility (CSR), particularly on the legal and ethical dimensions of CSR.
In fact, a study in the Journal of Leadership, Accountability and Ethics found that Gen X prioritizes legal responsibilities, followed by ethical, economic, and philanthropic aspects.
We’re telling you this because to engage this demographic, you must align your CSR initiatives with Gen X's values.
For example, Patagonia's commitment to environmental sustainability resonates with Gen X consumers who prioritize ethical business practices.
By transparently communicating these efforts, Patagonia fosters trust and loyalty among this cohort.
Gen Xers are tech-savvy and value efficiency.
A well-designed website enhances their shopping experience, leading to higher conversion rates and customer loyalty.
Here’s what to focus on:
Pro tip: We’ve learned that Gen X appreciates directness. Ensure your website features a straightforward layout and quick access to support. We recommend integrating chat support; it significantly enhances your site's user experience, allowing you to address their needs promptly and increase conversion rates.
Generation X maintains a strong connection to traditional media channels, including television, radio, print, and out-of-home (OOH) advertising.
This generation grew up with these mediums and continues to engage with them regularly:
Integrate these traditional channels into a comprehensive marketing strategy to engage Generation X. We’ll show you some great examples below.
Several brands have effectively engaged Generation X through tailored marketing campaigns that resonate with their unique preferences and values:
Subaru's long-running "Love" campaign effectively connects with Gen X by highlighting themes of love, family, and the role of Subaru vehicles in their lives.
The campaign utilizes television commercials to tell relatable stories, fostering an emotional connection with this demographic.
In 2016, Nintendo released the NES Classic Edition, a miniaturized version of its original 1980s console, pre-loaded with classic games.
This product targeted Gen Xers who grew up with the original NES, combining nostalgia with modern convenience, leading to high demand and rapid sellouts.
Dove's Real Beauty campaign focuses on authenticity and addresses social issues related to beauty standards.
This approach has established Dove as a trusted and engaging brand among Gen X, leading to substantial profitability and double-digit growth globally.
In 2014, RadioShack launched the "The '80s Called" Super Bowl commercial, targeting Generation X by humorously acknowledging its outdated image and showcasing a store makeover.
The ad featured 1980s pop culture icons reclaiming their old merchandise, appealing to Gen X's nostalgia and signaling the brand's modernization efforts.
This approach effectively engaged Gen X consumers by blending humor with a nod to their formative years.
Generation X commands a distinct profile with significant purchasing power and unique shopping behaviors.
Basically, they’re a vital demographic for marketers like yourself.
This group values authenticity, practicality, and long-term utility in their purchases, driven by life experiences that blend the digital with the traditional.
Brands succeed with Gen X by offering genuine content and leveraging both modern and nostalgic elements.
Effective marketing to Generation X involves a mix of digitally savvy and traditional media engagement, respecting their preference for quality, durability, and straightforward communication.
Tailor your campaigns to reflect Gen X’s distinct preferences, as seen in the successful examples above.
That way, you’ll attract more qualified leads, convert them, and ensure your customers’ loyalty.
P.S. Ready to connect with Generation X in a way that resonates?
Partner with inBeat, the platform that knows how to blend authenticity, practicality, and nostalgia into powerful marketing campaigns. Book a demo today, and let’s craft strategies that drive real results with this influential demographic.
What is the stereotypical Gen X?
Gen Xers are seen as resourceful, independent, skeptical of authority, and tech-savvy yet pragmatic.
What ads appeal to Gen X?
Ads that emphasize practicality, reliability, and value resonate with Gen X. Authentic, straightforward messaging and nostalgic elements also appeal to their sensibilities.
How does Gen X like to be marketed to?
Gen X prefers transparency and honesty. They value loyalty programs, product reviews, and personalized offers that respect their time and priorities.
What media is best for Gen X?
Gen X consumes a mix of traditional and digital media, including Facebook, YouTube, email newsletters, and even TV. Multi-channel strategies work best.
What kind of content does Gen X like?
They enjoy educational and how-to content, as well as nostalgic and practical information. Content that helps solve a problem or save time is particularly effective.
What brands do Gen X like?
Gen X appreciates brands like Amazon, Apple, and Costco, known for convenience, reliability, and excellent customer service.
