You’ve probably heard a lot about Millennials and, lately, Gen Z, but there’s one group you can’t afford to overlook—Generation X. Sandwiched between Boomers and Millennials, Gen X is often dubbed “the forgotten generation.”
Yet, they’re sitting at the peak of their earning power and have serious influence over purchasing decisions. Understanding their mindset and motivations is critical if you want to market effectively to this group.
Keep reading for expert tips on marketing to Gen X. We break down everything you need to know about Gen X, including who they are, what they value, and what makes them tick.
According to Pew Research Center (an authority on generational information in the U.S.), Gen X includes people born from 1965-1980. This means Gen Xers are currently in their mid 40s to late 50s. Gen X is sometimes called the “Sandwich Generation” because many of them are raising kids while also looking after aging parents.
Gen X witnessed the rise of personal computers and the birth of the internet as we know it today. They’re known for their resourcefulness and skepticism, and many Gen Xers grew up in dual-income or single-parent households, so they learned to be self-reliant at an early age. Today, they’re in their peak earning years, making them a crucial demographic for marketers to engage.
Gen Xers grew up with corporate scandals, political upheavals, and the rise of cynicism in the media. As a result, they’re not easily swayed by flashy marketing or empty promises. They value authenticity and expect brands to be straightforward and transparent. If they catch a whiff of inauthenticity, they’re gone.
But while they trend toward skepticism, they’re also incredibly resourceful, independent, and adaptable. Many Gen Xers were latchkey kids, raised in households where both parents worked or in single-parent homes, giving them a unique ability to solve problems and make decisions on their own.
There’s also a notable difference between older and younger Gen Xers. Older members of this generation grew up without the internet or smartphones, while the younger ones experienced the tech boom of the ’90s and early 2000s. This creates a split: older Gen Xers may prefer more traditional methods of communication, while younger ones are more comfortable with digital platforms. Knowing which segment you’re targeting can help fine-tune your approach.
Many Gen Xers are saving for retirement and their kids’ college fund at the same time. Others are also supporting their aging parents physically or financially (or both). This means money can be a major stressor for Gen X.
Marketers need to proceed with caution and speak directly to this generation’s pain points. Still, Gen X’s financial health looks good overall, as these stats show:
When thinking about how to market to Gen X effectively, it’s crucial to understand what defines them beyond just their age. Here are five key characteristics that shape their behaviors, attitudes, and purchasing decisions.
Gen X has seen it all: political scandals, corporate greed, and media spin. This has conditioned them to question what they see, hear, and read. From Watergate to the dot-com bubble, they’ve learned that not everything is as it seems.
Gen X is slightly less likely than Boomers, Millennials, and Gen Z to believe that the government is trustworthy, according to Ipsos. They’re also nearly as likely as Boomers to think life will be worse for both young men and young women today than it was during their parents’ generation.
For marketers, this means you must earn their trust. They’re not easily swayed by hype or trends. What they want is solid, factual information and transparency about your product or service. It’s not enough to simply say your brand is the best—you need to prove it with evidence.
Raised during a time when dual-income households became the norm, Gen Xers have been called the “least-parented generation” and the “divorce generation.” Older Gen Xers grew up without the constant supervision later generations experienced, which means they developed problem-solving skills and a strong sense of independence early on.
Members of Gen X aren’t looking for hand-holding—they want tools and information to make their own decisions. As a marketer, don’t try to coddle them. Give them the tools they need to make an informed decision and let them take it from there.
Gen X has some of the highest brand loyalty of any generation. According to an eMarketer study, more than 4 in 10 Gen Xers stick to brands they like. The goal is to make Gen X shoppers fall in love with your brand. Gen X is also more likely to notice and keep watching “purpose ads” from brands. In other words, they seek out brands that care about social causes.
But how do you reach them? Gen X grew up during a time of major technological advances, so they’re comfortable with both traditional and digital media channels, from radio and TV to streaming and print media. This is good news for marketers because it gives you more options for reaching Gen X consumers.
“Sandwiched” between taking care of aging parents and supporting their own kids, Gen Xers have unique financial and emotional pressures. Their purchasing decisions are often influenced by the needs of multiple generations in their household.
When targeting Gen X, understand that their purchasing decisions may be influenced by the needs of multiple generations in their household. Products or services that offer convenience, time savings, or financial relief will appeal to them. Show how your brand can make their hectic lives a little easier, whether it’s through flexible payment options, family-friendly features, or caregiver support services.
Gen X is nostalgic, especially for the pop culture of the late ‘70s, ’80s, and early ’90s. They’re drawn to products and experiences that evoke memories of their youth, from retro branding to reboots of their favorite movies and TV shows, from The Breakfast Club to Roseanne (now The Conners).
Nostalgia is a powerful emotional trigger for this generation, and brands that can tap into it will find a loyal audience. Whether it’s re-releasing a classic product, creating a retro-inspired campaign, or referencing pop culture that Gen X grew up with, appealing to their sense of nostalgia can create an instant connection. Just don’t overdo it—nostalgia should enhance your message, not overwhelm it.
Gen X occupies a unique space when it comes to technology. They’re the bridge between an analog past and the digital world we live in today. Older Gen Xers remember a time when phones had cords and music came from cassette tapes, while the younger segment of this generation grew up alongside the rise of personal computers, cell phones, and the internet. This gives them a distinctive technological perspective—they’re comfortable with digital innovation but still appreciate the simplicity and reliability of older methods.
Gen Xers were among the first to adopt new tech in the ’80s and ’90s, from home computers to the World Wide Web. Many of them learned to type on clunky keyboards, navigate the green glow of early computer screens, and patiently wait through the screeching sounds of dial-up internet.
They also witnessed the rapid evolution of technology, from the birth of social media to the rise of smartphones, making them adaptable and tech-savvy, though they’re often more selective about which platforms or innovations they embrace compared to younger generations.
While Gen X is digitally literate, they’re not as tech-immersed as Millennials or Gen Z. And they tend to approach technology with more caution—especially when it comes to data privacy and online security. This generation values convenience but doesn’t blindly adopt new gadgets or apps without first considering their practicality and reliability.
For marketers, understanding this balance is key. Gen X appreciates technology that genuinely improves their lives—whether that’s through saving time, making processes easier, or enhancing communication. They are willing and often eager to embrace new platforms and devices, but only if they see tangible benefits.
When targeting Gen X, focus on how technology can be used to provide value and streamline their busy lives, rather than pushing the latest trends without context or clear utility.
Gen Xers are practical buyers. They focus on value, durability, and functionality rather than impulse buys. They tend to do extensive research before making decisions and trust expert reviews or recommendations from friends more than ads.
One of the top motivators for Gen X is transparency. They need to know exactly what they’re getting for their money. Misleading claims or hidden fees are major turn-offs for them. They’re fiercely loyal to their preferred brands and more willing to pay a premium for products and services they love, according to data from eMarketer.
They’re also less likely to try new brands than younger consumers. This means brands trying to reach Gen X must first win their trust—but those that do could have loyal customers for life.
Gen Xers are motivated by convenience. They value their time and appreciate brands that make their lives easier—whether it’s offering flexible payment options or seamless digital experiences. They’re willing to pay a premium for products or services that reduce hassle.
When it comes to buying behavior, Generation X is practical and research driven. But that doesn’t mean they won’t spend money on luxury goods. In fact, Gen Xers are in their prime earning years and have significant purchasing power.
But unlike their younger counterparts who may be more impulsive or trend-driven, Gen X approaches spending with caution and discernment. To effectively market to them, it’s crucial to understand their purchasing habits, motivations, and the factors that influence their buying decisions. Here’s what you should know about Gen X’s buying habits.
Gen Xers are pragmatic consumers who place a high emphasis on value and quality. Having experienced economic downturns like the 2008 financial crisis, they tend to prioritize getting the most out of their hard-earned money. They’re not swayed by superficial trends or gimmicks. Instead, they’re looking for products and services that offer long-term reliability and real benefits.
For Gen X, value doesn’t necessarily mean the cheapest option—it means the option that provides the best return on investment, whether that’s durability, functionality, or a brand’s commitment to good customer service.
In fact, loyalty is often built through this focus on value. Gen Xers appreciate companies that consistently deliver high-quality products or services and offer transparent pricing. They’re likely to stick with brands that reward them for their loyalty, especially if these programs offer practical benefits like discounts or exclusive offers that speak to their desire for tangible value.
This generation doesn’t make decisions on a whim. They rely on thorough research to inform their choices. Whether it’s reading online reviews, comparing products across multiple websites, or seeking out recommendations from trusted sources, Gen Xers are highly informed shoppers.
They also value expert opinions and trusted reviews over advertising. They seek out unbiased third-party reviews, word-of-mouth recommendations, and direct feedback from other consumers. They’ll check multiple sources before committing to a purchase, and if a product doesn’t live up to its claims, they’ll be quick to walk away and seek out alternatives.
As members of the “sandwich generation,” many Gen Xers are balancing demanding careers, caring for aging parents, and raising children. This makes them highly responsive to products and services that save time and make their lives easier. Convenience is a major factor in their purchasing behavior. They’re willing to spend more on services or products that reduce hassle or simplify tasks, whether that’s through time-saving technology, flexible delivery options, or streamlined customer service.
For example, Gen X appreciates the ease of online shopping but expects a seamless experience. They’re less likely than younger generations to be influenced by social media trends, but they still value the convenience of digital platforms—especially those that allow them to complete purchases quickly and efficiently. If your online checkout process is complicated or time-consuming, they’ll abandon their cart and find a more user-friendly option.
While Gen Xers value loyalty, they’re not stuck in their ways. They’re open to trying new brands, particularly if those brands offer better value or align with their values. This generation is more likely to switch brands if they feel they’re getting a better deal or if a competitor offers superior quality. However, once a brand proves its worth and reliability, Gen X will often stick with it for the long haul.
What sets Gen X apart from Millennials and Gen Z is their preference for practical, no-nonsense marketing. Flashy campaigns won’t win them over. They want a straightforward message that highlights the product’s benefits and is backed by evidence and real customer feedback. Brands that focus on delivering value, ease of use, and reliability are more likely to gain and retain Gen X customers.
So, how do you market to a generation with a skeptical, independent, no-nonsense constitution? Here are some tips:
Gen X doesn’t fall for fluff or overly polished marketing. Use straightforward language and avoid making exaggerated claims. Share real stories about your brand and be clear about your product or service benefits.
This generation is practical and often financially responsible for both children and aging parents. Emphasize durability, long-term value, and customer service to win them over. Highlight features that speak to the product’s usefulness over time.
Gen Xers love anything that reminds them of their youth. Incorporate elements of ’80s and ’90s pop culture into your campaigns. Throw in a reference to an old favorite movie, song, or TV show to stir up feelings of nostalgia.
Gen X are the ultimate brand loyalists, and they appreciate being rewarded for their repeat business. They respond well to perks like exclusive discounts or special offers. Use loyalty programs to build trust and show your appreciation. It’s the key to keeping Gen Xers engaged and committed to your brand.
According to eMarketer, nearly 9 in 10 Gen Xers are on Facebook, and Morning Consult called Gen X “superusers” of Facebook Messenger. The message is clear: Focus your efforts on Facebook to target Gen X. Make sure your ads or posts provide real value, like useful tips or reviews.
Unlike younger generations who are more likely to communicate via social media or text, Gen Xers still appreciate email marketing. Send them personalized offers, exclusive content, and product recommendations.
If you want to know how to market to Gen X, you need to understand what they care about. According to Morning Consult, 61% of Gen X prefer to buy from companies that reflect their social values, so demonstrate your brand’s commitment to ethical practices, community involvement, and sustainability.
The high-octane ads and aspirational content that fuel Millennials and Gen Z just don’t do it for Gen X, who grew up with more traditional advertising and are comfortable with who they are. Nielsen found that both Gen X men and women prefer a calm, safe approach in advertising. Gen X marketing teams should focus on everyday household and family activities rather than extreme scenarios when targeting Gen X.
Gen X loves to research. Provide them with in-depth guides, how-tos, or video tutorials that showcase the practical side of your product. This helps build trust and positions your brand as a credible resource.
Between the demands of parenting, saving for retirement, and looking after their own parents, Gen Xers have little time to spare. Ensure your online platforms are user-friendly and that the buying process is seamless. The fewer clicks it takes to get from product discovery to purchase, the better.
While Gen X is tech-savvy, they still consume traditional media like TV, radio, and print—especially older members of the generation. A balanced marketing mix that includes both digital and traditional channels can be effective in reaching them.
We hope you’ve found this Gen X marketing guide useful! Marketing to Gen X is all about balance. They’re a practical, skeptical, and fiercely independent group, but they also appreciate nostalgia, quality, and transparency.
By understanding their mindset and speaking to their values, you can craft campaigns that resonate with Gen X. If your brand needs help reaching this finicky but financially well-off generation, Socialfly can help.
We’re a leading social media marketing agency based in New York. Our team of digital natives knows how to reach Gen X with targeted messaging on the platforms they use most. Check out our work and get in touch to find out how we can help your brand.
