Have you had enough of the constant concern our industry is required to have for the sentiments of Baby Boomers and Millennials? Take it from this Generation Xer, we are all with you. We “Letter Gen’ers” (Gen Xers and Gen Zers) think they get too much attention, too. And now with the whole “OK, Boomer” meme trend, we are feeling even more ineffectual.
Well, I’m here to tell you, it’s time to pay attention to my Gen X cohort (39 – 54 year olds). We’ve still got it and we want you to pay attention to us.
About the “Forgotten Generation”
Let’s start with some important statistics about my peers in the “forgotten” generation. We earn 31% of the total US income, but only comprise 25% of the US population. When we get along with Millennials in the workplace turnover drops by half and productivity rises by 11%. Yup, we’re smart, too, with 35% of Gen X having college degrees vs. only 19% for Millennials.
Now with all this bragging I’m doing, you won’t be surprised to know that 81% of us are on Facebook and we also spend an hour more per week on social media than Millennials at seven hours weekly.
And that is precisely why it’s time to launch a generation specific marketing to attract all us “dad bod” sporting, “adolescent kid” nurturing, children of the ‘80s. How to do that is the question we start with here.
Gen X is a Social Generation
To start, Gen Xers still consume traditional media, but brands continue to focus on Boomers with their messaging. In fact, we feel like most marketing doesn’t capture our experience; yet, in spite of being the smallest in number by generation, we have the biggest pool of disposable income.
So, what is the Gen Xer experience like? Now, that’s a tough thing to define, but we are definitely a social generation, unlike our Millennial and Gen Z counterparts. In recognition of that, your marketing can focus on events. Remember it was our generation that invented the modern music festival, like Lollapalooza.
So, if you are looking to gird your middle-aged traffic, look to host live music or other social events. And don’t start it at 10pm, but earlier, so we can be home before our children. We’ll come to your bar to watch a good music, comedy or even to learn how to cook -- but you got invite us.
Gen X are Tech Migrants
Getting in touch with your Gen X guests may be easier than you think. We are the first generation of serious email users. Yes, while Millennials were still learning to tie their shoes, we were engaging each other with instant messages on AOL to the sounds of “You’ve Got Mail.” Use email to engage Gen X and invite us. But be specific. Tell us that it’s US you want to visiting, and for whom you are creating the party. We will not only be flattered, we’ll more likely be there and bring friends.
Gen X is also happy to connect on social, too. We are addicted to Facebook and get plenty of screen time. In fact, it’s a sure bet that a little locally directed Facebook advertising and social promotions will get you our attention and extend your invitation effectively. Because Facebook lets you so clearly define the people you are speaking to, you can literally target 39 – 54-year-olds.
To conclude, I’ll turn to the soundtrack of the 1985 John Hughes classic The Breakfast Club. No doubt, Simple Minds was prophetic when they exclaimed, “Don’t You Forget about Me!” We are still here, earning and spending money. We are great group for focus when you are trying to build a sustainable long-term audience. We are loyal, pretty happy, and love to be slackers, and we invented everything you love and ruined it too!
