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Who are Gen X?
Born between 1964 and 1982, Gen X – AKA Generation X – are sandwiched between millennials and baby boomers, two groups that tend to get a lot more attention. As a result, poor old Gen X can be neglected by marketers, which in turn means brands are missing out on potentially valuable opportunities.
The first step to putting this right is to understand Gen X in more detail, so in this blog we’ll explore their key characteristics and explain why they’re an audience worth engaging with.
Key Generation X characteristics
- More cash than you think
- Motivated by value
- High brand loyalty
- Unlikely to avoid ads
- Into holistic health
- Like smart home products
- Fluid social media habits
1. Generation X have more cash than you think
It’s often assumed baby boomers have more disposable income than younger generations. While there’s plenty of truth in that, Gen X shouldn’t be underestimated. They’re 22% more likely than baby boomers to sit in the high income segment.
One thing for brands to bear in mind is that even when Gen X consumers are flush, they’re careful with their cash. In the Netherlands and the UK in particular, Gen X lead the way in saying they’re good at managing money.
This cautious approach shows in their shopping behaviors. Gen X are more likely than other generations to use price comparison websites, which are also their top place for product discovery. They’re also 6% more likely than consumers in other generations to research a product online before buying it.
2. Generation X are motivated by value
For Gen X, value goes beyond what’s written on a price tag. Competitive pricing is still important of course, but they also look for extra benefits from their purchases.
In EU markets, price is the top factor for Gen X when choosing an energy supplier, but not the only thing they consider. Other important influences include recommendations from friends and family (+16%), information from comparison sites (+14%), and trustworthiness of the supplier (+9%). Gen X aren’t just looking for the cheapest option, they’re also looking for a provider they can trust.
Similarly, price is the main driver when buying household products, but performance also matters. In fact Gen X aims to strike a balance between initial cost-saving and longer-term factors like durability and efficiency that have the potential to make their money go further.
3. Generation X have high brand loyalty
Gen X are 11% more likely than average to use loyalty programs. They’re also just as likely to choose a cheaper, own-brand product as they are to pay more for a name they know and – compared to younger generations – to say they’re loyal to brands they like.
That’s particularly the case in the US, where over half of Gen X say that when they find a brand they like they stick with it, and over 4 in 10 say that there are some brands they’ll always buy from. You can’t get more loyal than that.
4. Engaging with Generation X means being upfront about products and services
For any brand looking to sell to Gen X, there’s one overarching characteristic to bear in mind: they’re the generation least likely to say they try to avoid all types of advertising (just 17% say this) and are 8% less likely than average to use ad-blockers.
Bear in mind, however, that once Gen X do discover a new product or service, they’re unlikely to buy on impulse. Outside of China and India, they’re 7% more likely than the average consumer to research a product before buying it. They also stand out for discovering new brands and products through comparison sites, brochures, and in-store displays or promotions.
A key takeaway to remember here is that brands need to provide detailed information wherever Gen X go to discover products and begin their purchase journey.
This could take the form of detailed product descriptions that highlight key features, specifications, and benefits, which – given Gen X’s emphasis on loyalty and trust – could help build long-term relationships.
5. Generation X are into holistic health
Over a third of Gen X are interested in nutrition, with the number who say this growing year-on-year. They’ve also started prioritizing very specific parts of their diet; the number who say probiotics are important to them, or are looking for low carb and sodium options, have all ticked up in the last 12 months.
This holistic approach to health, wellness, and nutrition manifests as an interest in alternative medicines and therapies. Over a fifth of Gen X say they’re keen, 19% more than the average consumer.
Beyond dieting and medicine, Gen X are also using tech to track their health, making them a key audience in the wearables market. Since 2021, the number of Gen X-ers buying smart watches has increased 28%.
Bottom line? Gen X aren’t interested in just one element of health, instead they’re thinking about the whole body. That means any health brand aiming to engage with them should position themselves holistically.
6. Generation X like smart home products
We hear a lot about how younger generations are more tech-savvy than older generations, but just because Gen X didn’t grow up as “digital natives” doesn’t mean they’re not good with tech. In fact they feel confident embracing new technology, and over a third actively follow the latest technology trends and news.
Take their interest in smart home tech. Since 2021, smart TV purchases are up 13%, and smart home products are up 19% amongst Gen X-ers. Over half of Gen X also own some form of smart security product – up 11% since early 2022.
For brands, it’s important to think about Gen X’s needs here; 80% of them own property, and in the US they’re 12% more likely than the average homeowner to be planning home renovations in the next 6 months. Both these insights mean things like smart security and entertainment products are on their radar.
7. Generation X have fluid social media habits
While Facebook is Gen X’s most-used platform, the number logging onto different social sites is rising, with Reddit their fastest-growing service.
The way Gen X uses social media is also changing. Take the growing interest in Reddit we just mentioned; it’s a platform where many go to find a community or get a second opinion. As we’ve seen, researching products before they buy is a key Gen X characteristic, and over a quarter use Reddit to find the information they seek. In parallel they’re increasingly seeing social media as a shopping platform rather than a purely social space.
One key market where Gen X uses social media research is beauty. The number of Gen X following beauty experts is up 5% since Q1 2023, while the rise of Gen X and baby boomer beauty influencers has also had an effect. As a result of all this, more beauty brands are marketing products specifically towards older audiences.
So brands need to be on the platforms that Gen X are using, and if they’re promoting products, they need to remember that details matter; providing as much information as they can from trusted sources could win over new Gen X consumers.
Closing thoughts on Generation X
Gen X has significant spending power, and as they take more interest in ecommerce and social shopping, brands need to find ways to reach them – while also recognizing their unique characteristics.
A key thing to remember is Gen X-ers do their homework, whether that’s online research or asking peers. If brands can meet Gen X-er where they are and offer clear information, they’ve a good chance of winning an audience of advocates with the loyalty to stick with them over the long term.
