What we know about marketing to Generation X

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.

Squeezed between the larger baby boomer and millennial generations, Generation X is often overlooked by marketers. While they may not have the most disposable income, they have considerable purchasing power driven by often having dependent parents and children. Due to the challenging economic circumstances they grew up in, Generation X tends to be realistic, pragmatic and a bit cynical. While growing up before the internet age, they tend to be very comfortable in an online world – even if their use of technology can be different to younger cohorts.

Definition

The Pew Research Center defines Generation X (Gen X) as...

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