The mid-life crisis generation. The latchkey kids. The slackers.

Gen X, born between 1965-1980, has gotten a bad rap over the years. But this relatively small generation sandwiched between the huge Baby Boomer and Millennial cohorts wields surprising economic and cultural influence.

Understanding Gen Xers’ values and what motivates them is key for marketers who want to connect with this powerful but sometimes overlooked audience.

Who Are Gen Xers, Anyway?

First, let’s get to know this generation a bit better.

Gen Xers came of age during boom times but also periods of hardship and rapid change. They were the first generation and both parents often worked outside the home. The rise in divorce rates meant many were raised in single-parent or blended families.

Some key facts about Gen X:

• Grew up during an analog childhood but adopted digital technology early on
• Independent and self-reliant after years as latchkey kids
• Value work-life balance and autonomy over prestige
• Skeptical of authority and institutions
• Tech and pop culture savvy

Today’s Gen Xers are smack in the middle of their adult lives – they range from about age 40 to 57. Many are established in their careers and settling into leadership roles. They are also busy parents guiding their Millennial and Gen Z kids.

Despite being called the “middle child” of generations, Gen X’s smaller size has allowed them to flex their economic and cultural influence in surprising ways.

What Motivates Gen Xers?

Gen X came of age in the go-go 1980s and 1990s amid yuppie excess but also periods of economic volatility.

As Cynthia McFadden wrote for NBC News, “Gen X is the class of people who lived through three recessions, the AIDs epidemic, 9/11 terrorist attacks, and COVID-19.”

These experiences shaped Gen X values and worldviews:

Independent But Family-Focused

• Self-reliant after years as latchkey kids
• Value autonomy and work-life balance
• But also focused on providing family stability

Value Authenticity and Realness

• Came of age amidst 1980s artifice and excess
• Marketing is seen as manipulative
• Value authentic stories and brands

Embrace Pragmatism Over Idealism

• Disillusioned by volatile economy and politics
• Practical money managers
• Value usefulness and convenience

Socially Conscious and Cause-Driven

• Formed values during the Reagan/Thatcher era
• Support diversity and inclusion
• Activism is often local and community-focused

Nostalgic for Analog Experiences

• Feel overwhelmed by the pace of digital change
• Value face-to-face and “old school” experiences

How to Reach Gen Xers Through Marketing

With their nuanced set of influences and motivations, marketing effectively to Gen X requires thoughtfulness and segmenting approaches by life.

Here are 5 strategies for making meaningful connections with Gen X audiences:

1. Highlight Productivity and Efficiency

Always-connected Millennials may embrace multi-tasking, but most Gen Xers value focus and efficiency.

Messages showing how a product or service saves time and mental energy will get Gen Xers’ attention. Peloton’s marketing showing busy parents fitting in workouts during pockets of time is a great example.

2. Emphasize Balance and Wellbeing

After years of burnout culture, Gen Xers highly value work-life balance and self-care.

Brands that authentically promote holistic health – from nutrition to mindfulness to social connection – will appeal to Gen X’s well-being focus.

3. Tap into Nostalgia

While Gen Xers are just as digitally savvy as younger generations, they remain nostalgic for “old school” analog experiences.

Smart marketers leverage nostalgic references to 1980s and 90s pop culture to forge connections with Gen Xers. Stranger Things captures this playfully.

4. Prioritize Quality and Durability

Fast furniture and fast fashion hold little appeal for pragmatic Gen Xers focused on quality staples built to last.

Positioning products as investment pieces provides reassurance. And messages about repairability and warranties also appeal to Gen X’s sense of practicality.

5. Spotlight Authentic Community Impact

Gen Xers seek out brands that take tangible action to support communities, promote diversity, and nurture the next generation.

Marketing showcasing measurable impact appeals to Gen Xers’ socially conscious side. Telling authentic, real-life stories is key.

Segmenting Approaches for Younger vs. Older Gen Xers

While Gen X shares many common values and life experiences, it’s important to tailor messaging for younger versus older cohorts.

Reaching Younger Gen Xers

Gen Xers on the younger side, ages 40-50, are often:

• In the peak of raising tweens and teens
• Focused on career progression and personal growth
• Starting to care for aging parents

Strategies to connect with this life:

• Spotlight family bonding experiences
• Promote professional development and skills acquisition
• Show support through life transitions like eldercare

Connecting with Older Gen Xers

Gen Xers aged 50-57 tend to be:

• Becoming empty nesters
• At the height of their careers
• Increasing focus on health and wellbeing

Tactics to engage this group:

• Highlight rediscovering passions beyond family
• Share knowledge and experience to guide younger cohorts
• Promote healthy lifestyles and financial readiness for the next phase

While Gen X’s smaller size compared to surrounding generations may cause them to be overlooked, their economic power and influence remain substantial.

A nuanced understanding of Gen X motivations, combined with tailored messaging by lifestage, can unlock this generation’s loyalty.

By appealing to Gen Xers’ desires for authenticity, work-life balance, high-quality experiences, and community impact, brands can build meaningful connections with this discerning cohort of customers and influencers.

Related Posts

• Who is Gen Z? Inside the Minds of Today’s Teens

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